Hi, I'm Brian GrothI've been passionate about social media for some time now, blogging since 2004, and more recently I've been focused on how people are publically discussing brands on Facebook, Twitter, YouTube and a variety of other places on the Internet. More recently, I have been working with various marketing teams at Microsoft regarding their social media effortsWe have learned from some successful efforts and from some less successful efforts Today we are going to discuss 3 concepts that will help your social media efforts as part of your overall marketing strategy. These are Social Media, Paid Media, and Owned MediaWhile this presentation is a summary of my own opinions, I have presented these same concepts on behalf of Microsoft too. However, please do not take them as Microsoft’s official policy or plans, simply the opinions of one employee.
Social media is driven by consumer emotions and therefore is about sociology and psychology, not technology.Participating in social media is not about a single campaign. It is about an ongoing relationshipwith our customers.You need to participate in the communities where your influencers and potential customers are!Often times, these will be in online forums, discussion boards, and other things we forget about with all the hype about Facebook and Twitter. Some brands and topics just aren't big there though, but might be huge in other places online.Everyone can participate, even if you’d rather they didn’t.Everyone can share their own content, other people’s content, their experiences, their opinions, and their recommendations All voices can be heard or lost in the noise – including yours when talking about your brandSocial media is an opportunity for everyone to be influential. That includes you positively influencing customers about your brand and others negatively influencing customers about your brand. Social media offers a great way to spread the word of a marketing campaign, but should not be thought of as a one-time effort. You have to invest in it for the long term, with real people from your company conversing with real customers.
Owned media is your brand’s presence that you maintain on the Internet
Most importantly, remain consistent with all of your owned media. This means the tone of voice, branding, content, andpurpose
Earned Media includes blogs, comments, forums, ratings, Facebook, Twitter, YouTube, Fickr, Foursquare, and so on.
Be yourself, think of your marketing strategy, communication not dictation, get to know your customers, and share with your customers
Drive traffic to your owned media when appropriate and ALWAYS listen to your customes
Give your community something to talk about, be responsive, don’t force your products, and encourage your community to run itself
Paid media essentially means advertisements, such as display ads and search ads, but can also mean sponsorships
As you get to know your customers, you can reach out to individuals at diffferent times depending on what you’re trying to accomplish.
A chairlift is the best place for lunch any time of year.
Brian Groth’sQuick Guide to Social Mediaversion 3<br />http://Twitter.com/BrianGroth<br />http://BrianGroth.wordpress.com<br />August 2010<br />
Overall Guidance<br />Before you jump into social media, you need to understand the following three points, which should be part of your overall marketing strategy.<br />Owned Media: Start with your own web site, a blog, and maybe an e-mail newsletter. Make sure the site has a purpose and accurately represents your brand, preferably leveraging social media when appropriate.<br />Earned Media: Listen to the social media services to determine where you should actively participate versus monitor and react. Drive your social media to your owned media.<br />Paid Media: Purchase advertising to drive large audiences to your owned site or your earned media site – whichever aligns to your ad strategy.<br />2<br />
Owned Media (1)<br />(Owned media = your brand’s presence that you maintain on the Internet) <br />This is your web site with your message, your own blog ( regularly updated, such as http://BrianGroth.wordpress.com), your e-mail newsletters, and even your social profiles. <br />Know the purpose of your owned media: make an online purchase, go to an event, request additional information, sign up for a newsletter, etc. Getting a customer to accomplish these equals a “conversion”. <br />Social Content: Reuse/embed content from your social media efforts<br />3<br />http://briangroth.wordpress.com/<br />http://www.briangroth. com/<br />
Owned Media (2)<br />Remain consistent with all of your owned media: tone of voice, branding, content, purpose<br />Analyze Results:Measure and analyze the referrals to your site from your advertising, social media sites and your e-mail marketing<br />Quality Referrals:Focus your efforts on those sites, ads, services that give (1) the best referrals then (2) the most referrals. This will let you know which sites you should simply listen to customers on versus invest more time engaging with them on.<br />Successful Tactics: Focus your efforts on the tactics (giveaways, entertainment, etc.) that drive (1) the best referrals then (2) the most referrals. Work with the combination of the location and tactics to determine which tactic works best on each location.One cautionary note about asking for feedback, ratings, and comments: Don't offer anything in return (cash, free products, etc.) because it will almost always backfire, not result in useful feedback, and you'll be called out for paying for comments so they will be tainted as not being genuine.<br />4<br />
Earned Media (1)<br />(Earned Media= blogs, comments, forums, ratings, Facebook, Twitter, YouTube, Fickr, Foursquare, etc.)<br />Be yourself: <br />A real picture of you or the team behind the service’s online profile (such as http://Twitter.com/BrianGroth)<br />Use your own voice; don’t speak like a press-release<br />Remember that this is relationship marketing<br />Think of your strategy:<br />Social media efforts are long term <br />Focus on your target segmentation <br />Solve the real needs of your community (people on different services have different needs)<br />Amplify existing efforts (leverage your owned media) <br />Be cost efficient (think of your ROI)<br />5<br />
Earned Media (2)<br />Communicate:<br />No hard sales – support your customer, create something fun, etc.<br />Listen and share – it’s a two-way thing, not a one-way channel for your message<br />Let your customer be the hero/celebrity <br />Follow/”friend” your customers<br />Acquire customers/friends/fans/followers: <br />Share good, but relevant content<br />Reward followers with special offers<br />Re-tweet/like/share what your influentials in your industry say<br />Get your content shared/re-tweeted:<br />Name a follower or two in a tweet or comment<br />Give away stuff for re-tweeting/sharing your comment<br />Share breaking news<br />Use http://bit.ly to shorten URLs (& track them)<br />6<br />
Earned Media (3)<br />Drive traffic to your site<br />Share the same content multiple times (1 per major time-zone)<br />Pitch ideas to your community, asking for feedback<br />Have your profile point to your site or blog<br />Create unique metadata for your tweets (once released)<br />Listen:<br />Read the comments on your Facebook wall, your blog, etc.<br />Create Twitter lists to follow/listen to influentials<br />Use TweetDeck, Seesmic, or other always-on tools to participate<br />Use these same tools, plus Twitter Search, http://twitterfall.com/, or others to track your brand<br />7<br />
Earned Media (4) Communities<br />A community can be on any service, in forums, in e-mail distribution lists, or anywhere on the web, not just on Facebook or Twitter (but you should check there too of course). Your customers will naturally congregate to some of these on their own – you have to find them.<br />Some of the following ideas come from Francois Gossieaux's upcoming book (see http://twitter.com/fgossieaux and http://www.hypersocialorg.com/), which I paraphrase as:<br />Segmentation: Group people together based on behaviors and desires, not demographics or previous purchases since the reasons why they purchase are far more important to them than what was purchased<br />Feed Your Community: (1) Give something to these groups to talk about amongst themselves, (2) respond to these groups (the individuals) quickly, even if responses are uncontrolled from within your company, (3) try to ensure those from your company are naturally part of these communities (don't force it!) and (4) let them let them self-segment the communities (these groups) to create smaller communities that are even more focused and passionate. <br />8<br />
Paid Media<br />(Paid Media = advertisements, advertorials, sponsorships) <br />Use ads to drive traffic to your owned and/or earned media, depending on your strategy<br />Just like the earned and owned media: <br />Have the ad (image or text) match the tone-of-voice of the site you’re directing people to <br />Make the advertising entertaining too (it drives clicks)<br />Measure, analyze and optimize what works<br />9<br />Example of a theoretical banner ad<br />Search ad<br />
Reaching Customers<br />Any good advertising system (paid media) has various forms of targeting, but what about earned media? AugieRay’s paper (Forrester Research) "Tapping The Entire Online Peer Influence Pyramid" suggests the following 3 types of people using social media. I’ve summarized each below:<br />Social Broadcasters: (low trust, high reach) There are very few of these people and you should know them by name and where they hang out online and offline (events). Build long-term relationships with them. <br />Mass Influencers: (mid trust, mid reach) This is 16% of the social media users, but generate 80% of the pageviews. They know quite a few of the people they influence, but not everyone. It is difficult to find this group, but look offline and give content worthy of sharing. Make sure to look for them in blog comments and product reviews & ratings.<br />Potential Influencers: (high trust, low reach) 80% of the people in social media are here, but they personally know (know them offline) all of the people they influence. Monitor this group for PR problems, make sharing very easy for them, and plan for long-term engagements with them. <br />10<br />
http://Twitter.com/BrianGrothhttp://BrianGroth.wordpress.com<br />Questions? <br />So to explain this picture… I like to hike up closed ski runs, usually in the Spring after they have closed.<br />I have the same K2 clicker bindings on my snowshoes and snowboard (even though I’m a skier at heart). This picture is at the top of a lift at Snoqualmie Summit. I love the K2 brand because of this gear, even though they don’t sell it anymore!<br />A chairlift is the best place to have lunch. ;-)<br />11<br />
Useful Links<br />Know your Social Currency: http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html<br />Twitter for Marketing: http://holykaw.alltop.com/how-to-use-twitter-for-marketing<br />Facebook for Marketing: http://bagtheweb.com/b/fHWj3h<br />Facebook Page: http://www.marismith.com/how-to-add-a-custom-landing-tab-to-your-facebook-fan-page/<br />Good blog posting: http://www.copyblogger.com/blog-content-checklist/<br />Words and phrases for Twitter: http://www.slideshare.net/HubSpot/the-science-of-retweets-with-dan-zarrella<br />
Credits from the Earned Media slides<br />http://www.toprankblog.com/2009/07/50-ways-to-fail-on-twitter/<br />http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html<br />http://www.toprankblog.com/2009/07/50-ways-to-fail-on-twitter/<br />http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html<br />http://www.toprankblog.com/2009/07/50-ways-to-fail-on-twitter/<br />http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html<br />
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