This is one of the speaker presentations from the spring session of summit,"Social Media in the Enterprise", held in San Francisco. This event is sponsored by KickApps and Akamai. You can find the ...
This is one of the speaker presentations from the spring session of summit,"Social Media in the Enterprise", held in San Francisco. This event is sponsored by KickApps and Akamai. You can find the video of this speaker at http://www.kickapps.com/engage/
Thom Pulliam, Brand, Product & User Experience Strategist Nice presentation. I agree with your guidelines for brands on social media, however one key point that was overlooked, yet illustrated in your case studies, is that a brand's communication on social media needs to be on brand, just the same as with traditional media. Brands can deliver entertainment, information, utility or incentives through social media, but everything they do needs to be relevant to the brand, product or category. I love how Schweppes has developed a Facebook profile app manipulator that taps into the current zeitgeist (http://www.facebook.com/SchweppesFanPage) but, it is just a novel utility. No matter how cool it is, the Facebook app manipulator is not relevant to the brand.2 years ago
Are you sure you want to
Alan Wolk, Global Lead Analyst at KIT Digital@Lou H - I hear you re: extroverts, but still, I wonder how large the potential audience is for Twitter. How many people want to broadcast their thoughts to the world or read other people's thoughts? I don't know the answer to that - and even if Twitter only appeals to 30% of the population, that's a huge, huge market. But worth wondering about, I think.2 years ago
Defining traditional media as 'what the brand wants to say' versus social media as 'what consumers want to hear' makes sense. It also calls into question who (or what function) should lead the brand-building quest. We're seeing more companies at least on the B2B side move away from the logo jockeys with the belief that the quest should be driven by content.
Lou
P.S. I would argue that Twitter actually appeals to the introverts of the world who value the means to connect with others minus the awkward inperson ice breaker.2 years ago
(Hopefully this is embedding the video from the conference) 2 years ago
Are you sure you want to
Alan Wolk, Global Lead Analyst at KIT DigitalThanks for all the love everyone. Apologies for formatting glitches - this was originally done in Keynote and when I converted it to PowerPoint, a few things got muddled along the way.
I would definitely urge you all to check out the rest of the presentations from this conference - you can find them at http://www.slideshare.com/KickApps or at http://www.kickapps.com/engage (you also get video of the presentations at the KickApps site) - there's great stuff from Charlene Li from Alitmeter, Heather Burnett from Dell, Alex Blum from KickApps and Errol Denger from IBM2 years ago
KickApps SF Summit - "Your brand is not my friend" by Alan WolkPresentation Transcript
Your Brand Is Not My Friend Presented by Alan Wolk Kick Apps San Francisco Seminar May 27, 2010
Brands are no longer about selling
They’re about “storytelling”
and “engagement”
and “curation”
They want to be our friend
Your Brand Is Not My Friend But
A Brief History: How We Got Here
Ads used to deliver news
Then they became all about branding and image
Then along came The Real Digital Revolution
Google changed everything
Now we can fact check ad claims
And see what other consumers think
This has resulted in a complete change in consumer behavior
Google Ad Purchase Ad Purchase Before Now
Google Ad Purchase That’s huge
Changes how we buy a car
Before: limited resources
Now: Full range of resources
It’s all about getting them to Google, not the showroom
Once this happened, print and TV couldn’t close the sale anymore
The “magic advertising words” weren’t working
They could offer compelling facts or create an image
(Provided there was one)
But they couldn’t close the sale.So marketers looked at online...
Microsites weren’t working: why would I go to one?
Neither were banners
In 1996, we “surfed” the web, and banners took you someplace just as interesting as where you were
But now that we go online for a reason, we’re not likely to stop what we’re doing to “interact” with an ad
New ways to “engage” customers were needed
Social Media seemed like the next big thing
Everyone was becoming “friends” online
Why not brands?
Your Brand Is Not My Friend™
Social networks are today’s malt shops
It’s where we go to hang out with our friends
We don’t want to be interrupted by salespeople
But there are some brands people want to hear from
They’re called “Prom King Brands”
There are the usual suspects
Sports teams
TV shows, movies and music acts
99% of brands are not “Prom Kings”
But they can still play in social media
They just have to do it differently
Traditional media is about what the brand wants to say
Traditional media is about what the brand wants to saySocial media is about what consumers want to hear
Social media always involves an exchange
Prom King Brands provide “coolness” (aka “social currency” or “whuffie”)
But if you’re not a prom king brand, you can provide one of four things:
Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it) Information (Exclusive information I feel good about knowing) Utility (Something that makes my life easier) Incentive (Literally a coupon, a discount or something else of monetary value)
Here’s How Those Exchanges Work:
Entertainment Entertainment can be: Anything featuring celebrities or entertainment properties you have a deal with Third party content that has a tie-in to your overall marketing strategy (That means if you’re a serious insurance company, a comedy video is a no-go) Your own TV commercials (if they’re something people would enjoy watching) Beware: it’s tough for agencies and brand managers to judge this
What Would Maxwell House Do? (WWMHD)
Maxwell House has an endorsement deal with comedian Nancy Nevins who has a well-known routine about how crabby she is before her first cup of coffee. A 3-minute live clip is posted to the Maxwell House Facebook page. The clip also appears on their YouTube page, their blog, their website, and is promoted via their Twitter stream Entertainment: WWMHD Watch Nancy Nevins do her “Coffeeless Morning” routing live at The Comedy Shack in Atlanta
Information Information can be: Facts or useful information (e.g. reviews) that your audience would be interested in You can utilize third-party vendors for this The information needs to tie in to your overall marketing strategy Access to “behind-the-scenes” footage, exclusive clips, or advance notice from celebrity endorsers or properties you have a sponsorship deal with News related to your product or category
Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. The deal gives them access to behind-the-scenes footage from Toscano’s widely viewed show and that footage is posted exclusively on the Maxwell House Facebook page. Information: WWMHD Watch exclusive behind-the-scenes footage of Viva La Cucina! with Umberto Tuscano
Utility Utility can be: Anything that makes the consumer’s life easier: recipes, how-to videos, a way to buy things off a social site Anything from a PDF to a website to a widget to an app
Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. The recipes are posted on the Maxwell House website, on their blog, on a special YouTube channel and on Facebook and MySpace. There’s even an iPhone app. The Maxwell House twitter account lets people know when a new video has come out and users can comment on the videos everywhere using Facebook connect. Utility: WWMHD
Incentive An incentive can be: Coupons or discount codes Group discounts Contests and promotions with financial incentives Be careful not to make it seem like you’re bribing people to join you That seems as desperate coming from a brand as it does from a person
Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced. Incentive: WWMHD MAXWELLHOUSE: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest BOND006: RT MaxwellHouse: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest IMPOSSIBILITY: @MaxwellHouse: Hoboken NJ in 1896?
A Few Basic Rules of the Road:
Step 1: Identify what your customers needs are
Step 2: Figure out how to solve those needs
Step 3: Approach people as a brand that is selling something to them, not a buddy who is sharing something with them: they know the difference.
Step 4: Use social media for a valid business reason, not just because everyone else is.
Real identity Real identity Comcast Cares is a great customer service story
Step 5: Don’t push it
(Give them the “candy” and get out of the way. No “capturing names” or other annoying tactics)
No hard sell or upsell.
Step 6: Make everything as easy to find and as easy to share as possible
Case Studies
Quick Case Study #1: The Mad Men Get It
Mad Men has been one of the most buzzed about shows on television
Social media program is anchored by the AMC web site
Blog links out to other social content (iPhone)
Pump content Active message boards - some threads have hundreds of comments
Wonder where all those MadMen icons came from?
AMC’s Mad Men Yourself game proved a smash hit
Artwork by Dyna Moe Over 500,000 people have downloaded the avatars to share on their social networks
Mad Men’s Facebook page has over 275,00 members
Games and quizzes Clips from this season The Facebook page actively promotes other platforms
Mad Men has an active Twitter account that links to AMC’s site and articles about the cast and crew
But the real activity on Twitter comes from fans
Last year, a group of random fans began tweeting as Mad Men characters
This is the kind of love entertainment properties can own. But they need to work with fans, not against them.
Quick Case Study #2: Red Bull: All About Sports
Lots of content Lots of fan interaction Almost 3 million fans Red Bull has a dynamic Facebook presence
Polls Free music Links to athletes Highlights of events Lots of relevant, unique content
WebTV on Facebook TwitterFeed of athletes
Photos from brand Over 2,500 fan photos Photos from athletes and from fans
View guest list Links to upcoming events Fans can RSVP to upcoming events on Facebook
Similar content re: athletes Red Bull maintains consistency on MySpace
Retweets from their French account Tweets from their athletes They are consistent on Twitter
Videos about Red Bull athletes They are consistent on YouTube
Videos available here too Red Bull TV clips And on their web site
More Videos Facbook link And on their web site
Red Bull gives fans a lot of exclusive content and is consistent throughout.
Quick Case Study #3: Sarah Palin: You Betcha!
6K+ comments in less than a day 1.5 million followers Palin has a very popular Facebook page with very engaged fans
8,000+ likes and 1,000+ comment in 3 hours!
Her followers leave lengthy comments They defend her from critics Her fans have formed a strong community
Fans are finding their way to the sub-pages She shares relevant links with her fan base
Her Twitter page is frequently updated, with links that are relevant to her audience
She is an almost non-stop topic of discussion on Twitter
Why is Sarah Palin a social media phenomenon? Consistent message Strong POV Accessible personality: her fans view her as a friend, not a politician Palin communicates exclusively via social media: she does not maintain a website or a blog of any sort.
Quick Case Study #4: Think Local: Pump Energy Foods, NYC
The Pump is a small chain of health-conscious take-out restaurants based in Manhattan
The Pump pushes its social media links from its web site
Their blog has a distinct POV & also shows where to find them on other social media sites
Free samples More free samples Contest Charity promotion Pump uses their Facebook page for promotions
Free samples Trivia contest They talk to fans on Twitter & promote giveaways
Serena Williams gets lunch at Pump They use YouTube so fans can see news about them
Pump’s promotions help local fans develop a relationship with the store and use social media to spread the word to their friends
Quick Case Study #5: Moderated Conversation: Nexium
Nexium has moderated conversation on Facebook
Nexium isn’t always consistent with posting, and participation is low, but it’s a start
With close to 3,000 fans, the brands is making some headway with consumers.
Five quick case studies, five unique plans. Try something similar, and you’ll start to see results
Soon enough, they’ll start to like you
They may not always talk to you, but they will talk about youWhich is exactly what you want:
To be part of the conversation
But what then? How do I know if “being part of the conversation” is worth it?
Determining Social Media ROI Rule #1: There are no rules. You can use social media to do a world of things Sell things Build awareness Increase loyalty Customer service Reputation management Become a thought leader
Step #1: What Are Your Goals? Once you know what your goal is, you’ll be able to figure out what success looks like. You should set short term goals and re-evaluate every three months or so. Digital media changes so rapidly, it’s important to stay on top of things by closely monitoring the landscape One thing to consider is were your goals realistic? Did you set the bar too high or too low?
Don’t be afraid of squishy metrics: sometimes having people think well of you is enough
Be leery of people who tell you they can measure sentiment: it’s a hard thing to measure unless you do a lot of it by hand
Social media is not “free”
There are costs involved: time costs money.And the more successful you are, the more time you will need to invest.
Pick the platform or platform that make sense both in terms of your audience and your bandwidth
(Having a Facebook page that gets updated once every three months is a lot worse than not having one at all.)
ExperimentTake ChancesHave Fun
Some Quick Predictions:
The Facebook privacy issue goes away quickly
everyone One word. Big problems.
Twitter relies on extroverts How long till we run out of extroverts?
Location Based Services can give me a reason to share where I am and what I’m doing.
The Next Big Question: How much do I want marketers to be able to anticipate my needs?
Alan Wolk Consulting: ToadStoolConsulting.com Email: alan.wolk@mac.com Blog: toadstoolblog.com Twitter: @awolk Hive Awards: hiveawards.com To get a business card, text “wolk” to 50500
Thought it was excellent.
Defining traditional media as 'what the brand wants to say' versus social media as 'what consumers want to hear' makes sense. It also calls into question who (or what function) should lead the brand-building quest. We're seeing more companies at least on the B2B side move away from the logo jockeys with the belief that the quest should be driven by content.
Lou
P.S. I would argue that Twitter actually appeals to the introverts of the world who value the means to connect with others minus the awkward inperson ice breaker. 2 years ago
(Hopefully this is embedding the video from the conference)
2 years ago
Apologies for formatting glitches - this was originally done in Keynote and when I converted it to PowerPoint, a few things got muddled along the way.
I would definitely urge you all to check out the rest of the presentations from this conference - you can find them at http://www.slideshare.com/KickApps or at http://www.kickapps.com/engage (you also get video of the presentations at the KickApps site) - there's great stuff from Charlene Li from Alitmeter, Heather Burnett from Dell, Alex Blum from KickApps and Errol Denger from IBM 2 years ago