• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Social Media Marketing: Separating Truth from Fiction
 

Social Media Marketing: Separating Truth from Fiction

on

  • 1,100 views

Are you tired of hearing how social media is the best invention since sliced bread? ...

Are you tired of hearing how social media is the best invention since sliced bread?
Are you confused about what social media can actually deliver?
Would you like to cut through the hype and get to the facts?

A lot of claims are being made about social media in the press and in blogs every day. But what can social media really deliver? Is social media good or bad?

In this presentation, we aim to help you figure out what in social media works = the truth, and what to avoid = claims that are fictional or untrue.

Statistics

Views

Total Views
1,100
Views on SlideShare
1,093
Embed Views
7

Actions

Likes
1
Downloads
4
Comments
0

2 Embeds 7

http://kred.com 6
http://www.kred.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Hi, thanks for voting in and attending our session:“Social Media Marketing: Separating Truth from Fiction”A lot of claims are being made about social media in the press and in blogs every day. But what can social media really deliver? Is social media good or bad?In today’s presentation, we aim to help you figure out what in social media works = the truth, and what to avoid = claims that are fictional or untrue.Are you tired of hearing how social media is the best invention since sliced bread?Are you confused about what social media can actually deliver?Would you like to cut through the hype and get to the facts?The hashtags for this session are #MCSV and #truth, please use Twitter liberally, also to ask questions.
  • My name is Natascha Thomson. I run my own social media marketing consulting business, MarketingXLerator. I’ve been doing social media since 2007, and am the co-author of the upcoming book “42 Rules for B2B Social Media Marketing”.Please Tweet me at @NaThomsonMy name is Dorothea Sieber, I am a social media marketing professional at SAP….
  • Let’s start with the fictional claims of all the amazing things social media can do.
  • The list could be even longer…but we are capturing the main claims, I think.Did we miss anything?
  • Now image you knew how to use social media effectively, and how to avoid the pitfalls.Social media could add a lot of value. But how?
  • Common sense is not so common.Lack of it can get you fired.I’ll be covering the whole lists of myths mentioned in the intro:Social media is a mustSocial media is freeSocial media is only for B2CThe intern can do itYou can “create” a viral videoYou can control social media
  • During the second presidential debate, Kitchenaid sent a not so PC Tweet.
  • But, they handled it well.Deleted the Tweet (could NOT find it)Apologized for hours, again and again.= They took care of the situationDid not ignore itBut had an emergency strategy to deal with it.The intern can do it?Well, this might have been the intern. SUPERVISE.You can have approval chains.
  • B2BYou can control socialYou have to do it?You don’t have to DO it but you need to know what people are saying about you.You can’t control it, but you can take control of the situation and manage it.
  • HP keynote at OracleOpen WorldTwitter stream was killing the presenter, demo and presentation#Keynotetorture hashtag startedFunny to read but a nightmare. They should have monitored which is NOT free. Tool automates it. Social media guidelines should outline escalation strategy. At SAP Influencer sumit, we had a clear chain and plan: would have stopped & let presenter ask audience what they want to hear, if this had happened.This article will stay on the Internet forever.What could they have done?Brainstorm with audience.
  • Remember this campaign with millions of viewers. Worked well, right?Making a viral video is a piece of cake, right?
  • This is what Cisco thought. They introduced “CiscoSpice”
  • Why did they fail?Who is “Ted from Accounting”Three Cisco Twitter handles involved vs. @OldspiceNo campaign accountNot enough reference to OldSpice campaignCute idea, possibly could have worked
  • Making a viral video is not that easy.My hair stands up on my skin when somebody says “let’s make a viral video”. Argh.
  • The Slate article did research and created statistics that showed that winning the lottery might be more likely. Article is referenced on last slide.
  • In defense of Cisco, who have an awesome social media program…THEY MONITOR (Which I know HP does too now).As I said, common sense is not so common.Can get you fired a la KitchenAid or you might not even get the job
  • These guys did it right.The examples address:It’s free (somewhat)Control it aka manage riskMake it viralHave a sense of humor!B2C and B2B
  • B2B company in the Business Intelligence space is active in blogging and social media.There services and products are targeting a sub-set of SAP customers, so they are often at events to speak and educate.They are also fun and like to party and network.
  • Here some Twetup tips from EV Tech CEO Eric:They’ve had up to 70 people show up and have a good time.Eric has told me, he does not usually take a lot of picture, or they come out blurry, cause they are usually having such a good time .
  • Shock for Bodyform: complained from a man on their FB pageTalk about viral, tens of thousands of people commented, many liking the post.What can they do?Have a sense of humor
  • Respond with humor.
  • Make a video
  • In a nutshell
  • Now you have a better sense of what works and does not.

Social Media Marketing: Separating Truth from Fiction Social Media Marketing: Separating Truth from Fiction Presentation Transcript

  • #MCSV Social Media Marketing: Separating Truth from Fiction Dorothea Sieber @D_Sieber Natascha Thomson @NaThomson November 3rd, 2012
  • Who We Are @D_Sieber@NaThomson
  • AgendaPositive & Negative Social Media ExamplesWhat WorksWhat Doesn’t Work
  • #Social Fiction– Social media is a must– Social media is free– Social media is only for B2C– The intern can do it– You can “create” a viral video– You can control social media
  • x
  • @D_Sieber
  • Negative Way to Use Social MediaCHANNEL PROLIFERATION
  • Social Media Strategy #FAIL Social Media Channel ProliferationSource: Altimeter Group (http://www.slideshare.net/jeremiah_owyang/smms-report-010412finaldraft)
  • How does this happen?SAP 200+ Twitter Accounts 100+ Facebook Accounts 300+ Social Accounts
  • What Can You Do?• Governance model• Set up Policies• Audit• Performance Measurements• Shut down unsuccessful accounts• EDUCATE, EDUCATE, EDUCATE
  • Positive Way to Use Social MediaTWEETCHAT
  • Engage via TweetChat – Why?• Customers share brand experiences on Twitter with or without youExample:• SAP’s new technology “HANA” triggers discussions on Twitter• Instant responses Source: http://www.intersectionconsulting.com/2009/social-media-roi/
  • How to Set Up a TweetChat – First Steps • Is your audience having discussions on Twitter? Only think about setting up a tweet chat if your answer is YES • Choose the right hashtag • Use the URL www.tweetchat.com • Choose a moderator • Who should be your experts? 1. Twitter Savvy 2. Influential on Twitter 3. Choose between 2-3 in total 4. At least 1 participant should be external
  • Important to Remember• Choose a topic (directional) & arrange date/time• Write a Preview Blog Post• Announce 3-4 weeks via relevant channels  use the chat hashtag and relevant industry hashtags• Set up a phone line with the ‘speakers’ and some experts while the tweet chat is running• Prepare 2-3 questions in advance• Be flexible
  • After the TweetChat: To-Do’s• Share the key take aways of the tweet chat in a post-chat blog and provide transcript of the chat• Ask for next topics• Monitor if sentiment changes• Answer follow-up questions with executive blog series• Measure participationMore questions?• Read this blog with some tips
  • @NaThomson
  • Negative Way to Use Social MediaKITCHENAIDHPCISCO
  • KitchenAid#debate2012
  • YouTube Views
  • Positive Ways to Use Social Media #MCSVEVTECHNOLOGIESBODYFORM
  • “A Tweetup is an event where people whotweet come together to meet in person.”
  • TweetUp Tips from Eric Vallo• Know your audience• Piggyback on the main event hashtag• Be an event sponsor to get access to event @handle• Set up a simple page outlining the event, the time, the place, and the rules• “Bring your own booze or buy it”• Come and network like crazy with fans of the show• Don’t try to sell anything. Its just time for friends to get together and make connections• Don’t count on a spontaneous venue
  • https://www.youtube.com/watch?feature=player_embedded&v=Bpy75q2DDow
  • “I am sorry we have lied to you. SORRY.”https://www.youtube.com/watch?feature=player_embedded&v=Bpy75q2DDow
  • “We wanted to protect you from the truth of a period.”
  • “You exposed men to atruth we hoped they’d never have to face. YOU DID THAT.”
  • x
  • #Social Fiction– Social media is a must– Social media is free– Social media is only for B2C– The intern can do it– You can “create” a viral video– You can control social media
  • #Social Truths– Social media is not for everybody– Social media requires resources– Social media is also for B2B– The intern might be able to do it– Viral video = lottery win– You can’t control social media
  • Contact us on Twitter!@D_Sieber@NaThomson
  • Bibliography & Resources• Twitter gets you fired in 140 characters or less• The Day HP got killed• Bodyform responds: YT video• 42 Rules for B2B Social Media Marketing• Cisco fails with Old Spice Copy Cat Campaign• Will my video get 1 million views on YT?• BBC: Tom Daley Twitter abuse• Social Media ROI Article• YT: English by Germans for Germans• What is a Tweetup