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Brands are reaching out directly through known and favored social mediums.It’s about help, not correcting.
We look to peers to help us focus and streamline our attention on what matters.
TweetPsych uses two linguistic analysis algorithms (RID and LIWC) to build a psychological profile of a person based on the content of their tweets. The service analyzes your last 1000 tweets and works best on users who have posted more than 1000 updates. It also works best on accounts that are operated by a single user and use Twitter in a conversational manner, rather than simply a content distribution platform.For Lowe’s TweetPsych analysis, visit http://www.tweetpsych.com/?name=Lowes
Borrowing on the idea of a jam session…
“Use Amazon Remembers to create visual lists of things you want to remember while out and about. Photos you take from the app are stored on both the Amazon App and the Amazon.com site as reminders. If the item you want to remember is a product, Amazon will try to find an item for sale like the one in the photo. If we do, we’ll send you an e-mail alert and post the result along with the original photo.”
Transcript of "Lecture Jan 13 2010"
Insights and opportunities in social media<br />Class 2<br />
What I heard from last week<br />Internal/external processes<br />Various business applications: Non-profit, guest relations, pr, entrepreneurial, database/crm, B2B, education, sales, media, promos<br />Selling in social media<br />Internal ownership, process development, legal implications<br />Once established, how to continue momentum<br />Resources (cases, sites, access)<br />Measurement<br />SMO checklist<br />
What we’re covering today<br />Overview of SMO (social media optimization) process<br />Trends in consumer behavior<br />“Distributing” the paper<br />Discuss the assignment<br />
What we do as marketers to drive the social space<br />Rally<br />Listen<br />Embrace<br />Engage<br />
Find out what your brand stands for and track it<br />Understand how market perceptions shift<br />Understand how people use social technology<br />Find and cultivate influencers<br />Generate new product and service ideas<br />Listen<br />
Listen<br />Publish viral content and functionality<br />Engage people in social communities and networks where they are<br />Initiate the conversation<br />Follow through with conversations<br />Engage<br />
Engaging at all can be positive<br />1/13/10<br />11<br />“What do you believe brands do when you engage with them in the social space?”<br />=<br />‘The brand doesn’t care’<br />47% say ‘the brand does nothing’<br />Source: Dartmouth, 2008<br />
1/13/10<br />12<br />Without direction people will talk about what they think is most relevant TO THEM<br />
Build and support community<br />Reach out to brand activists<br />Plan to encourage and incent participation to get started<br />Continuously improve the community from Day 1 with people outside the organization leading<br />Listen<br />Embrace<br />Engage<br />
Embracing people is more art than science<br />Appreciate feedback<br />Collaborate<br />Add value<br />Be authentic<br />Don’t be a doormat<br />1/13/10<br />15<br />
“If you simply ban trolls… you nurture their sense of being an oppressed truth-seeker”<br />Clive Thompson, Wired Magazine, April 2009<br />1/13/10<br />21<br />Crowdsourcing<br />Selective invisibility<br />Disemvoweling<br />
Harness and focus social momentum<br />Give people a sense that their community is doing something<br />Share openly – the brand, each other<br />Rally<br />Listen<br />Embrace<br />Engage<br />
“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.”<br />The Conversation Agency, 2008<br />1/13/10<br />23<br />79% of consumers would switch brands to the one that is associated with a good cause (assuming product price and quality is the same)<br />People spent longer reading cause marketing related ads, and after being exposed to cause marketing ads sales went up anywhere from 5% to 74%<br />Brandweek, 2008<br />
Plan<br />Rally<br />Ensure clients are prepared to enter the social space properly<br />Align social strategy with marketing objectives<br />Continually provide clients with updates to technology and application<br />Listen<br />Embrace<br />Engage<br />
<ul><li>Will the brand get credit/credibility?
Is it about information/explanation OR conversation?
What is the investment in time, money, and effort required?
What is the tolerance level for transparency and openness?
Is the target well defined as it relates to their participation in the social space?
Banner Blindnesswhat it is<br />We embrace banners as part of a digital marketing mix, but they’re just the beginning. And, studies show, readers completely ignore them.<br />DRIVEN BY:<br /><ul><li>Consumers experience same creative on many sites, believe there’s no “news” in banners.
Standardized placement can render banners irrelevant to page content and easy to look past in favor of desired content.
Low industry average click-thru and interaction rates may prevent bigger spend necessary for more compelling, rich-media display media</li></li></ul><li>Banner Blindnesshow it’s manifested<br />Eye-tracking ‘heat map’ of (l to r) quick scanning, partial reading and thorough reading. Banner placements are indicated by green outline.<br />
Stronger creative plus a smart media buy remain a crucial part of digital marketing activity.<br />Digital marketers will need to move beyond pure bulk impressions, clout and quantity to a more measured, quality ROI approach. (“Smart banners”)<br />Banner Blindnessthe implications<br />
Social Is Personalwhat it is<br />Connecting through social media is becoming more and more about personal expression.<br />DRIVEN BY:<br /><ul><li>People’s need to connect at a deeper level
Brands’ ability to listen and respond to people’s concerns more proactively
The high adoption rate of shared social spaces, across a growing variety of consumer segments</li></li></ul><li>Social Is Personalhow it’s manifested<br />“Ambient intimacy is being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible.”<br />LeisaReichelt<br />
Social Is Personalhow it’s manifested<br />The most successful brand profiles are attributed to a person, not a product, service or logo.<br />
Social Is Personalhow it’s manifested<br />Millennials are migrating back to MySpace as Facebook becomes inundated with adults (their parents).<br />Millennials<br />“Uh-oh, Mom and Dad are here…”<br />Boomers<br />“So this is what my kids have been up to…”<br />
Social is Personalthe implications<br />Customer care and PR become one in the same as consumers increasingly use social media to demand better service, more accountability.<br />Companies — both large and small — are adapting their business practices to respond in real-time, and without rehearsal, to consumers’ concerns.<br />Many companies are exploring ways to channel and guide individual employees to become “social figureheads” who help improve personal brand experiences.<br />
Life Dataficationwhat it is<br />The democratization of data meets a vast universe of personal metrics to capture, examine and showcase – ultimately telling us more about ourselves and the way we live.<br />DRIVEN BY:<br /><ul><li>An increased appreciation for monitoring our own wellness, consumption and other behaviors
Digital environments are predicated on the democratization of data
The gratification of seeing your most mundane activities considered important enough for a chart, graph or other visualization</li></li></ul><li>Life Dataficationhow it’s manifested<br />“Nike has discovered that once a user uploads five runs to its web site, they’ve gotten hooked on what their data tells them about themselves.”<br />– Wired Magazine<br />“Self-knowledge through numbers? Sounds absurd, but the newest tools open up our lives like never before.”<br />– Wired Magazine<br />
Life Dataficationhow it’s manifested<br />TweetPsych uses two algorithms to build a psychological profile based on the content of your last 100 tweets. <br />
Brands providing the utilities and tools that allow us to capture the vast universe of personal metrics will ingratiate themselves with digital-era audiences.<br />A little transparency goes a long way. Marketers who share data about themselves demonstrate an understanding of what is important to influencers and the broader audiences they inform.<br />Tracking every facet of life leads not just to personal gratification, but can uncover new opportunities and under-served audiences or unmet needs.<br />Life Dataficationthe implications<br />
New Collaborationswhat it is<br />The flexibility and openness of Web 2.0 is translating into how people conduct business, get ideas, and even socialize outside of the web.<br />DRIVEN BY:<br /><ul><li>An increased appreciation for “the wisdom of crowds”
The erosion of tangible media, the blending of news and information sources, the blurring of digital and real spaces, and the rise of search and aggregation technologies</li></li></ul><li>New Collaborationshow it’s manifested<br />Predictify lets people predict results of news stories AND earn credibility (and in some cases, even money) in the process.<br />It’s not just about hearing the news, it’s about being an active participant in its development.<br />
New Collaborationshow it’s manifested<br />We are increasingly relying on the crowd to help with our own individual thinking.<br />Ideablob gives people a forum to solicit and contribute ideas.<br />
New Collaborationshow it’s manifested<br />Bands, filmmakers, Obama, and other entrepreneurs are looking to the masses to financially support ideas and initiatives.<br />Sites like CrowdFunding facilitate the collective cooperation, attention and trust of people who pool their money, usually through online micro-payments, for any variety of purposes.<br />
New Collaborationshow it’s manifested<br />Kickstarter is “a funding platform for artists, designers, filmmakers, musicians, journalists, inventors” and more. <br />It is crowd-funding for the creative class, who may lack the business acumen necessary for bringing their ideas to life.<br />
New Collaborationshow it’s manifested<br />The ‘messiness’ and social creation aspects of the web are increasingly influencing the way people choose to behave offline.<br />The ‘unconference’ movement is about having meetings with no preset agenda – the agenda forms itself at the meeting / conference.<br />
Media will need to be treated more holistically and flexibly.<br />Brands with marketing, PR and customer support working in tandem to harness social media will better meet needs of consumers (who see all three as the same).<br />Taking advantage of connections made online in the offline space will create unique opportunities to more fully engage people – and will build a better foundation for long-term relationships.<br />New Collaborationsthe implications<br />
Utility Marketingwhat it is<br />Value is no longer about just dollars and cents, people demand that brands provide something useful beyond the service model… and are increasingly looking to communication for this value.<br />DRIVEN BY:<br /><ul><li>Recessionary shift in priorities
Brand communication must play the role of “enricher” for consumers to take heed, with promises activated and delivered across multiple touchpoints.<br />Entertainment still plays a critical role for consumers, but now must work even harder for them to pay attention and to act against messages.<br />Utility does not imply less aesthetic. Design is still part of the experience and the usability. Utility brings a layer of usefulness, derived from the brand’s core promise. Consumers depend on brands to give them the right tools for the job.<br />Utility Marketingthe implications<br />
Perpetual Betawhat it is<br />To stay innovative, continually release new features and updates that may not be fully tested. Treat users as co-developers to harness collective intelligence and leverage customer self-service.<br />DRIVEN BY:<br /><ul><li>The need to compete at the level of utility marketing, being first to market with a new service even if it isn’t perfected yet.
Open source dictum “release early and release often”
Draw audience in to process, create greater, more meaningful sense of partnership and affinity with brand, product or service</li></li></ul><li>Perpetual Betahow it’s manifested<br />Google’s Gmail was in beta for five years. In that time, the service grew from invitation-only to more than 100 million users. Google kept it in beta to signal that the company would be making “constant feature refinement” to the service. <br />
Perpetual Betahow it’s manifested<br />August 25, 2009: Sears announces Manage My Home official launch – after two full years in public beta. <br />This early-stage consumer testing of core features helped ensure that the destination site could “easily integrate into everyday life”, and “help homeowners get more done at home”. <br />
Perpetual Betahow it’s manifested<br />The notion of perpetual beta is so pervasive, it inspired an independent documentary film about the “ways in which technology has/is/will change the ways in which we thinking about ourselves as individuals and a society. <br />It is exploring the cultural shift that technology creates as it enables people to live less planned and more passionate lives.”<br />
Do not be afraid to launch, then learn. Constant refinement and optimization are crucial to the development of innovative, useful and relevant services and tools.<br />Including consumers in testing and development not only leverages the wisdom of your primary audience, it also gives them a stake in the product and creates affinity for the brand.<br />As technology shifts, it enables people to live less planned, more passionate lives – lives in which brands will need to remain relevant.<br />Perpetual Betathe implications<br />
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