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"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
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"Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

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Does the whole Social Media "thing" have you perplexed or wondering what the big deal-io is? Do you wish you knew why everyone is pushing you & your business to tweet more, Facebook frequently, tap …

Does the whole Social Media "thing" have you perplexed or wondering what the big deal-io is? Do you wish you knew why everyone is pushing you & your business to tweet more, Facebook frequently, tap on over to their Tumbr, pin stuff, LinkedIn with them? Whether you're looking to brush up a bit on why Social Media is all that or just like overview'y slideshows, "Why Social Media" by Lesley Scott, a longtime blogger (as in almost a decade) & EIC of the Fashiontribes.com blog will have you evangelizing all things Social Media in no time...or at least knowing why it matters so much, what's driving it & even finally get an answer to the burning question: what's the best way to measure ROI on it?

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  • 1. Is this you or someone you know?(image: source)
  • 2. Maybe Social Media just feels like a big “why?”I s t hi s you or som eone you know? Doest hi s whol e Soci al Medi a j ugger naut (image: source)
  • 3. Yes, there’s a lot of chatter. But look beyond the “likes”, tweets, status updates (the jargon’y blah blah blah)Yes, t her e’ sa l ot ofchat t er .But l ookbeyond t heubi qui t ousLi kes,t weet s,pi ns, st at us (image: source)
  • 4. Like reading the tea leaves, it’s not about the leaves but what they reveal.Li ke r eadi ng t he t ea l eaves, i t ’ s notabout t he l eaves t hem sel ves ( t he bl ah
  • 5. & what t hey And what they reveal is…big drumroll…that the more things have seemed to change, the more they stay the same. r eveal i s … B - I - G dr um ol l , r pl ease… t hat t he m e t hi ngs or seem ed t o have changed, t he(image: source) m e t hey ’ ve or
  • 6. “ Have you s een “Wow, I j us t hadt hat new John t hi s gr eat newW ayne movi e t hat dr i nk. I t ’ s “Have you seen that new John Wayne movie that just came out?” “Wow, I just had this great new drink. It’s called Coca- Cola!”j ust cam out ? ” e cal l ed Coca- Col a ! ” (source: quotes; image)
  • 7. “Make no mistake about it, media has always been ‘Social.’ It’s always been shared. he only difference today is that it’s so much easier to share content. And not just to your circle, but to the world.” - Tony Chen, a Social Media Strategist for StudioNorth“M ake no m st ake about i t , m i edi a  hasal ways been ‘ Soci al . ’ I t ’ s al waysbeen shar ed. The onl y di f f er encet oday i s t hat i t ’ s so m uch easi er t oshar e - cont ent . And Soci al j Medi a t o atyour f or Tony Chen , a not ust St r egi st(source: quote; images)
  • 8. And as t he wor l d now And as the world now turns, you can build a relationship with anyone anywhere. t ur ns, you can bui l d a r el at i onshi p wi t h anyone anywher e.(source)
  • 9. “The tools we use to share (Facebook, Twitter, LinkedIn) get all the hype, but that’s all they are - tools that make it easier to share and listen to content/information you care about.”“ The t ool s we use t o shar e ( Facebook,Twi t t er , Li nkedI n) get al l t he  hype, butt hat ’ s al l t hey ar e - t ool s t hat make i t (source: quote; image)
  • 10. “At the end of the day, it’s really various types of content (i.e., media) that is shared (i.e., social) with people in our spheres of influence.” (source: quote; image)“ At t he end of t he day, i t ’ s r eal l yvar i ous t ypes of cont ent ( i . e. ,   m edi a)t hat i s shar ed ( i . e. , soci al ) wi t h peopl e
  • 11. In other words: trust & relationships.I n ot her wor ds: t r ust & (source: quote; image)
  • 12. (all except for joggers) (source)
  • 13. Tr ust i s gener at ed t hr ough Trust is generated through relationships & it’s relationships that are driving Social Media. r el at i onshi ps . Rel at i onshi ps ar e dr i vi ng(source: quotes; image)
  • 14. M aybe you know som eone who’ s been Whether you’ve been diagnosed with a degenerative disease and are now able to tap into an entire community for information, support and trading notes; or are looking to connect witha di agnosed wi t h other social entrepreneurs by using the Twitter hashtag #socialentrepreneur; or perhaps a LinkedIn group with of thousands of members all taking about your particular business or degener at i just finding the best sushi in the city by perusing the industry issue. Or even ve you need, want or find interesting -seaseof how common or unlikely the ensuing relationship(s). di regardless & want s t o hundreds of reviews of the top-rated restaurants. With Social Media, there’s an active community for whatever f i nd ot her s i n t he sam pr edi cam e ent ? Per haps you’ r e l ooki ng t o connect wi t h ot her soci al ent r epr eneur s. Tr y a Twi t t er hasht ag l i ke #soci al ent r epr eneu r. W sh you coul d i di scuss a par t i cul ar i ndust r y i ssue?(source: text; image)
  • 15. Tappi ng i nt o a Tapping into an entire community for information, support and trading notes is now but a keyboard tap away.t hr i vi ngcom uni t y f or mi nf or m i on, atsuppor t andt r adi ng not es- r egar dl essof wher eanyonephysi cal l yhappens t o bei n t he wor l d - (source: image)
  • 16. W t h Soc i al M i edi a, t her e’ s an act i ve With Social Media, there’s an active community for whatever you need, want or find interesting - regardless of how common or unlikely the ensuing relationship(s). com uni t y f or m what ever you need, want or f i nd i nt er est i ng … … egar dl ess r of how uncom onm or unl i kel y t he(image from “Unlikely Friendships” via source) ensui ng
  • 17. “R at i ons hi ps el “Relationships happen on the web through social media.” - Tony Chen, Social Media Strategisthappen on t he webt hr ough soci alm edi a. ” Tony Chen ,(source: quote; image) - Soci al Medi a
  • 18. Rel at i onshi ps ar e t he (image: source) busi ness of Soci al M edi aRel at i onshi ps ar e t he busi ness ofSoci al M edi a. (image: source)
  • 19. Except f or one t eensy pr obl em …r el at i onshi ps ar e messy & t ake on al i f e of t hei r own. Except for one teensy problem…relationships are messy & have a way of taking on a life of their own. (image: source)
  • 20. Br andsSome interesting corporateSocial Media experiments l ar ge and sm l al ar e
  • 21. 73% of sm l al 73% of small businesses use Social Media busi nesses use 80% of Fortune 100 companies are active in one or more Social Media channels Soci al Medi a 80% of For t une 100 com pani es ar e act i ve i n one or m e or Soci al M edi a channel s(source: facts; image)
  • 22. Red Robi n used aFB l i ke appr oacht o i nt r oduc e anew bur ger ,cr eat i ng a vi deo& doi ng st at usupdat es t o t eachm anager s t he bestway t o m ake &sel l t he bur ger s.Fast - i nc om ng icust om er f eedbackr esul t ed i n (source)
  • 23. I n choosi ng wher e t o l ocat e t hei r own f r anchi ses, BK cl osel y f ol l ows M cD’ s t weet s on f ut ur e f r anchi se(source)
  • 24. Kel l ogg’ s t ook a j oki ngt weet f r om t he l ead si ngerof The Char l t ans who sai dhe want ed a cer eal c al l ed" Tot es Am ebal l s ” … az … act ual l y m & ade i t a(source)
  • 25. Walmart “Pinterest appeals to our customers who use the social media platforms to find and collect creative recipes, tips and how tos - helping their5 peopl e won $500 each t o spend at families save moneyW m t f or cr eat i ng Pi nt er est al ar and live better.”boar ds f eat ur i ng t hei r m ch t hat eri nspi r ed t hem t o be mThomas Walmart senior - Andrea or e eco- vice president of sustainabilityf r i endl y.
  • 26. Vent ur eOpenview capi t al f i r m Openvi ew def i es t he st i f f cor por at e st er eot ype by showcasi ng t hei r st af f i n pr of essi onal yet r el axed phot os. They (source)
  • 27. Shar pi e usedSoci al M edi at o gar neral m t 90% osm ket s har e. arHow?I nt er est i ngar t dr awnwi t h Shar pi eson FB;hi ghl i ght i ngt hei r f ans ’vi deos onYouTube;
  • 28. Sharpie “ I t ’ s not about us put t i ng out br anded cont ent . I t ’ s about us am i f yi ng t he pl pas si on t hat exi st s i n our - Ryan Rouse , t ygl” obal com uni m .di r ect or of Shar pi e m ket i ng ar at Newel l Rubber m d ai (source)
  • 29. ongoi ng upheava year s f l a newI t t akes about f i ve or t ec hnol ogy t o show i t s f ul l im pact on com pani es t hat depl oy i t . At m t com os pani es, soc i al net wor ki ng i s about t wo or t hr ee year s i n.- M T s Er i k I Br ynj ol f ss (quote: source; image via source)
  • 30. 44% of al l i nt er net user s ar e on… et hi ng 1 bi l l i on sompeopl e know how t o (source)
  • 31. W hen peopl e Twitter f ol l ow a br and on Twi t t er , al m t 70% os r epor t bei ng m uch m e or- Soci lal kel y Pl aybook f or i M a buy edi what ever nes s B i t he us - (text: source; image via source)
  • 32. BRANDS PEOPLE LOVE: Sout hwes t Ai r l i nes Hal l m kar Dove Soap Cr est Cadi l l ac Appl e I k ea(source: image; brands)
  • 33. (source)… what m so akes a br andt hi s l oveabl e onl i ne?
  • 34. 3 Thi ngs: s#1: $weet deal #2: bei ng a par t ner(image: source) #3: a r i vet i ng
  • 35. (source: statistics; image) What businesses think consumers want from Social MediaWhat M arket ers Thi nkCons umers W ant From Soc i alBrands :▪ i nf o t o hel p peopl e dec i de whatt o buy ( 59% )▪ c us t om s ervi c e ( 58% er )▪ t he di s h on new produc t s ( 53%)
  • 36. What Cons um ers #1: people look to Social Media for shopping deals & discounts #ac t ual l y WantFrom Soc i al 1Brands :▪ deal s & pr om i ons ot( 83%)▪ r ewar ds pr ogr ams( 70%)▪ excl usi ve cont ent( 58%) (source: statistics; image)
  • 37. …but don’ t over s har e! Keep i t s i m e. pl ( TM i s never a good I
  • 38. “ M ket er s ar e ar gener al l y pushi ng out t oo m uch i nf or m i on, at causi ng peopl e t oover - t hi nk pur chase deci si ons and m aki ng t hem m e or l i kel y t o changet hei r m nds about a i pr oduct , be l ess (source: quote; image)
  • 39. Peopl e t end#2: people like online brands with personality that theycan partner with t o val ue br ands wi t h per sonal i t y #2 & t hat t hey had a hand in cr eat i ng/ m ak - THE I iKEA EFFECT:nk ng ( t hi W hen Labor I KEA)t .o Leads Love. Har var d Busi ness School (source: fact; image)
  • 40. (source)
  • 41. For a br and t o f i nd i tsper sonal i t y, i t s soul i f youwi l l , t he f i r st quest i on t oanswer : what t ype of hum anwoul d i t be? Pr of essor ? Best i e? Cool uncl e? ami n - Jef f Benj cr eat i ve head of JWT (source: quote; image)
  • 42. Once consumers like a brand’s personality, they want to team up with them in some way. They don’t want a one-way flow - they want a collaboration where they have input. Like assembling Ikea furniture. People like consuming items with some assembly required, dubbed the Ikea effect.Af t er f al l i ng i n l ove wi t h abr and’ s per sonal i t y, peopl e want apar t ner . “ Som eone” t hey cancol l abor at e wi t h. Just l i ke I keaf ur ni t ur e t hat ar r i ves wi t h someassem y r equi r ed - par t of t he blr eason consum s l ove i t so m er uch -so br ands t hat col l abor at e wi t ht hei r cust om s ear n m er uch l ove vi a (image: source)
  • 43. The I kea Ef f ect i n“W act i on: hen i nst ant cake m xes i The Ikea effect in action wer e i nt r oduced i n t he 1950s as par t of a br oader t r end t o si m i f y pl t he l i f e of t he Am i can er housewi f e by m ni m zi ng i i m anual l abor , housewi ves wer e i ni t i al l y r esi st ant : The m xes m i ade cooki ng t o o easy, m aki ng t hei r l abor and ski l l seem (source: quote; image) under val ued. As a r esul t , m anuf act ur er s changed t he r eci pe t o r equi r e addi ng
  • 44. “ Bui l d- a- Bearof f er s peopl e “ Bui l d- a- Bear of f er s peopl et he t he oppor t uni t yoppor t uni t y t o t o const r uct The Ikea effect in actionconst r uct t hei r own t eddy bear s, char gi ngt hei r own cust om s a ert eddy bear s, pr em um even as i t hey f oi stchar gi ng assem y cost s blcust om s a er - o hehem ea ont t t I k” . (source: quote; image)
  • 45. Far m ser The Ikea effect in action of f er“ haycat i on s” whi ch r equi r evacat i oner s to har vest what ever t hey eat - dur i ngk ea t he I (source)
  • 46. #3 a good story#3a r i vet i ng (image: source)
  • 47. What i s your busi nessabout ? Being a riveting brand starts with asking the right questions.W di d you st ar t i t ? hyWhat do you dr eamof maki ng happenf or your cust om s? erHavi ng a good br andst or y means aski ng t he (source: questions; image)
  • 48. By usi ng/consum ng/ wear i ng i Compelling brand stories make the customert he pr oduct , t he the hero of the story (not the brand)cust om er i s t hest or y ’ s her o. I s i tas …… t of a j et - parset t i ng el i t e?… m ber of an a emi nsi der y gr oup oft echno- t ypes ?…one of a f ew (source: questions; image)
  • 49. W ev er t he hat Knowing how to make the customer the hero of yourki nd of her o, brand’s story makes them fall in love with a brandwhat m t er s f or atcus t om er br and-l ov e i s t hatt hey pl ay t hecent r al r ol ei n a br and’ sst or y . Andst or yt el l i nghappens t o be (image: source)
  • 50. Soci al M edi a, l i ke & as with a good story, a relationship builds. It’s not instant. st or yt el l i ng, has a l ot i n com on wi t h m r el at i onshi ps: …good ones ar e bui l t gr adual l y &(Source: image)
  • 51. “ One of t he bi ggest m st akes I see i s t hat when i Social Media savvy brands know that building solid relationships means not pushing too quickly. br ands t hi nk about bui l di ng r el at i onshi ps, t hey t hi nk of heavy t hi ngs, l i ke bui l di ng a ver y r i ch exper i ence t hat peopl e wi l l shar e wi t h f r i ends. The way r el at i onshi ps f or m i n r eal l i f e i s t hr ough m any l i ght wei ght i nt er act i ons over t i m e. You m eet t he - Paul Adam s, f or mer f i r st t i me, chi t chat . gl obal head of br and You r e not suddenl y best(source: quote; image)
  • 52. But t hey do wanna be f r i ends! : ) Social Media savvy brands not only keep it light, but demonstrate some flair. " Consum s [ j ust ] don t want t o er have… r el at i onshi p & a conver sat i on a wi t h… hi s col d l ogo. t(source: quote; image)
  • 53. Research has found that Social Media users have larger social circles & social ties than non-users.The f act i s , Soci alM edi a us er s t end t o bem e r el at i ons hi p- m nded or i& soc i al i n r eal l i f e aswel l . They ar en’ tr epl aci ng of f l i nef r i ends wi t h onl i neones, t hey ’ r e l ooki ng t o (image: source)
  • 54. “ Recent r esear ch Social media users tend to have larger social circles - Br ooksuggest s t hat and more close social ties than non- users esoci al m edi a user st end t o have l ar ger Foucausoci al ci r cl es and ltm e cl ose soci al or W l es elt i es t han non ,user s. They ar e assi st antal so m e l i kel y t o or pr of essor ofper cei ve t hei r com uni cat mnet wor ks as i onsoci al l y suppor t i ve st udi es i n (source: quote; image)
  • 55. The t r i ck Consumers like to engage brands in conversation on Social Media t o bei ng an provided it’s relevant. engagi ngSoci al M edi aconver sat i on al i st i s keepi ng t he convo r el evant t o ( t he br and t o f l y & s pr i nkl e Spam Knowi ng how l oyal i st s. doesn’ t hur t , ei t her . ) dust (image: source)
  • 56. " W ve begun t o e r eal i ze we have t o engage t hem [ soci al Relevance is the key to getting consumersmedi a user s] i n a r el evant way to engage with brands in Social Media so t hey want t o engage wi t h us. " - M kar O Br i en,(source: quote; image) pr esi dent of
  • 57. Relevance is relative.(image: source) Of cour se, r el evance i s
  • 58. Just ask Dr. Pepper & their 8.5 million strong Facebook fan page.Dr . Pepperhow t heymanaged t oac cum at e ulm e t han or8. 5m l l i on i (image: source)
  • 59. Dr . Pepper bl ast s out a f ewm essages dai l y on i t s Facebookf an page & t hen t r acks how m anytim es each m essage i s vi ewed &shar ed and how f ans r espond.Com ned, bi Dr. Pepper uses Facebook to find outt hese Soc i al what its fans want. Specifically.M edi a m r i c s etpr ovi de r eal l yacc ur at ef eedback onwhat t he (source)
  • 60. "We mine the data to understand what is appreciated, and what is not… " W m ne t he dat a t o e i And they dislike messages that focus on prices and special offers. It just isnt relevant to their passion about the brand.” - Robert Stone, director of interactive media under st and what i s services for Dr. Pepper Snapple Group Inc. appr eci at ed & what i s not … And t hey di sl i ke m essages t hat f ocus on pr i ces & speci al of f er s. I t j ust i sn t r el evant t o t hei r - passi onone, Rober t St di about oft he er act i ve m r ect or i nt br and. "edi a(source: quote; image) ser vi ces f or
  • 61. One of the best-performing Dr. Pepper brand messages on Facebook: "If liking you is wrong, we dont want to be right." One of t he best -per f or m ng Dr . i Pepper br and m essages on Facebook: " I f l i ki ng you i s wr ong, we (source: quote; image)
  • 62. Language-learning company Rosetta Stoneused Social Media to evolve their corporate mission. Language l ear ni ng com pany Roset t a St one used Soci al Medi a f eedback t o evol ve (source: fact; image) t hei r
  • 63. Evaluating Facebook ad metrics helped Rosetta Stone discover a new group of customers.I n addi t i on t o cust om s erwant i ng t o l ear n a f or ei gnl anguage f or busi ness orpr act i cal r easons, Roset t aSt one al so di scover ed a newgr oup of cust om s vi a a erser i es of Facebook t est s. Theyt ar get ed ads at peopl e (source: fact; image)
  • 64. " Thi s t ype of "This type of messaging allows us to move from a language company to a learning company," says Eric Ludwig, senior director of online marketing at Rosetta Stone.m essagi ng al l owedus t o m ove f r om al anguage com pany Er i c Ludwi g, seni ort o a l ear ni ng di r ect or ofcom pany. " onl i ne m ket i ng at ar Roset t a St one (source: quote)
  • 65. Okay, I get i t . Ok, so Social Media rocks. How can brands entice people to engage with them in the space? Soc i al Medi a r ocks . So how can br ands ent i ce peopl e t o engage wi t h t hem i n t he space?(image: source)
  • 66. Accor di ng t o Paul Adam s, f or mergl obal head of br and desi gn at According to Paul Adams, global head of brand design at Facebook,Facebook, onl y 3 t hi ngs wi l l only three factors will induce people to consider chatting with a brand and sharing the experience with others.i nduce peopl e t o consi der chat t i ngwi t h a br and & shar i ng t heexper i ence wi t h ot her s:(quote via source; image: Annie Leibovitz/Vogue 12/09; source)
  • 67. #1: The Social Media encounter will help them express themselves. #1: The Soci al M edi a encount er wi l l hel p t hem expr ess t hem sel ves .(image: source)
  • 68. #2: The Social Media encounter will help them help someone else. #2:The Soci al M edi aencount erwi l l hel p (image: source)
  • 69. #3: The Social Media encounter will help them forge a relationship & then maintain it. #3: The Soci al M edi a encount er wi l l hel p t hem f or ge a r el at i onshi p & t hen m nt ai n ai(image: source) it.
  • 70. All good & well, but when it comes to getting people to interact with brands online, W ch i s al l hi good & wel l , there’s also a more basic drive at work more commonly associated with drugs & gambling… but when i t com es t o get t i ng peopl e t oi nt er act wi t h br ands onl i ne, t her e’ s al soa basi c dr i ve at wor k m e or (image: source)
  • 71. " Soci al m edi a "Social media is nothing more than a huge dopamine machine of likes and shares. And its our job to feed the machine.” i s not hi ng - Tyler Fonda, strategy director at Gotham, Denny’s ad agency m e t han a or huge dopam ne i m achi ne of l i kes & shar es. And- iTyl er Fonda,j obr at egy t s our stdi rt ec t oreed Got ham Denny ’ s o f at t he ,ad agenc y (quote: source)
  • 72. And what i s t he best way f or br ands t o m easur e t he r et ur n on any tim & e r esour ce$ i nvest ed i n And what is the best way for brands to measure the return on time & resource$ spent on Social Media? Soci al M edi a? (image: source)
  • 73. For now? Fuhgiddaboudit! For now, best Fuhgi ddaboudi t(image: source)
  • 74. (source: quote; image) “M easur i ng ROI i n soci al m edi a i s l i ke “Measuring ROI in social media is like measuring air-conditioning. I say instead, What is the ROI of not being there? Its kind of like walking into a store and having the sales associate not talk to you. The cost of not being part of the conversation outweighs the uncertainty over the value of the conversation.” m easur i ng ai r - - Lisa Gavales, CMO of Express (The Limited) condi t i oni ng… t s I ki nd of l i ke wal ki ng i nt o a st or e and havi ng t he sal es associ at e not t al k t o you. The cost of not bei ng par t of t he conver sat i on out wei ghs t he uncer t ai nt yes s- Li s a Gaval es , CM of Expr O over t he
  • 75. " I say "I say instead, What is the ROI of not being there?” - Lisa Gavales, CMO of Express (The Limited) i nst ead, W hat i s t he ROI of not- Libei Gaval es, sa ng CM of Expr ess O (source: quote; image)
  • 76. About Lesl eyScot tLesl ey i s t he EI C of Fashi ont r i bes. com .She har bor s a r accoon- l i ke l ove of al l t hi ngs shi ny & pur dy & has been bl oggi ng about i t f or t he l ast decade ( yes, t her e was an I nt er net 10 year s ago) . Her l at est book, How t o W k or wi t h Bl ogger s,
  • 77. Real l y, I don’ t bi t e. ( M puppyboo, ySt al k Cassandr a, t hough i s anot her m t er . ) at & I ’ m al l over t he me! usual Soci al M edi a suspect s ever y day so pl ease r each out . Blog Facebook LinkedIn Twitter Pinterest

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