Insights and opportunities in social media February 2, 2011
Questions from Last Week?
Energizing (or “Rallying”)What does it mean?
Are all consumers created equal in terms of ROI and Value?
Three Basic Techniques:- Ratings and Reviews- Community to Energize (????)- Advocate Activation
Energizing around communities(Groundswell e.g. – Business people)
Social TechnographicsHave you used them yet????
Free listening tools
Find out what your brand stands for and track it Understand how market perceptions shift Understand how people use social technology Find and cultivate influencers Generate new product and service ideas Listen
Listen Engage people in social communities and networks where they are Initiate and follow through with conversations Reach out to brand activists Plan to encourage and incent participation to get started Connect
Harness and focus social momentum Give people a sense that their community is doing something Share openly – the brand, each other Rally Listen Connect
Causes and Movements
“Modern brands have become movements within a cultural and social environment that doesn’t focus on selling. Rather, modern brands share their passion towards a bigger cause.” The Conversation Agency, 2008 20 79% of consumers would switch brands to the one that is associated with a good cause (assuming product price and quality is the same) People spent longer reading cause marketing related ads, and after being exposed to cause marketing ads sales went up anywhere from 5% to 74% Brandweek, 2008
Starbucks Cheer Pass Campaign "I love this idea Starbucks came up with. I can't wait to see where my cheer card goes!” BACKGROUND Starbucks used CHEER as the concept behind their 2006 holiday PR campaign, and encouraged customer participation at the individual level, garnering momentum through WOM STRATEGY Based on the ‘pay-it-forward’ idea using the Cheer Pass – a branded card that instructed its recipient to do something nice for another person and then transfer the pass to that person EXECUTION Starbucks distributed a half million passes in eight weeks (through print advertising and a series of nationwide events), each with a unique number that allowed people track their card’s progress online THE WEBSITE Cheerpass.com, explored the idea of cheer, allowed people to share their stories, and encouraged visitors to download their own cheer passes, send a pass to a friend, or keep tabs on their existing pass's movements to see how long each "chain of cheer" could be sustained THE RESULTS More than 850 stories of spreading holiday cheer came in from around the nation, and more than 40,000 unique visitors were inspired by CheerPass.com. Helping to spread spirit of the Cheer Pass even further was media coverage in local and national outlets such as the Associated Press, Reuters, Advertising Age, and OK! Magazine 21
“Turning it into a game??”
What I mean by games Goal Rules Feedback Voluntary Participation
Cannon Eos “Photochain” Create the largest chain of inspired photography Goal Rules Feedback Voluntary Participation Use previous inspiration to inform photograph – use your photograph to inspire the next Track the chain online You don’t have to be a Cannon owner to play
Ikea Hong Kong “Love Where You Live” Create a wall of expressed desires for living spaces Goal Rules Feedback Voluntary Participation Write in at the store or send online Watch them paint your expression on the wall You don’t have to have your ideal situation or be an Ikea loyal
Assignment 3: Presentation Background
What is the brand, company, organization, etc. that you are creating this for?
What is the problem you need to solve for and why does it matter?
What is the overall objective in addressing this problem? Why?
What motivation(s) are you tapping into? What is the consumer behavior/desire you want to support/enrich/further/etc.?
What is your overall strategy? How will you capitalize on existing motivations?
What is the approach you will take for listening? Monitoring? Moderating? Don’t have to do both, but need to know why you would use.
How will you use information you get from listening? (e.g. crisis management, insight development, influencer identification, etc.) Why?
Means of Connecting
What are 3 tactics you would employ and how they would work specifically for your strategy? (Develop a Facebook page VS Develop a Facebook page that allows people to share fantasy football stats with their network and can pull directly from their fantasy football sites.) How do they work? Why would you use these?
Who will you connect with? How will you identify and work with Influencers?
What does your internal social media process or logistics look like?
What do you ultimately want your ‘community’ to do? Why?