Social Media Mindset in the 3rd Age of Social


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The 3rd Age of Social is here. Are you ready? Social networks are evolving technologically, culturally and rapidly. It is no longer enough to simply count follower numbers: brands must understand the concepts of trust and influence and engage with their community as human beings. The first Slideshare in the series looks at the mind-set that marketers need to adopt in the new age of social. Are you just using Twitter as a channel to advertise to people or are you creating meaningful, lasting relationships with the influencers who will become valued users and advocates to truly enhance your brand?

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Social Media Mindset in the 3rd Age of Social

  1. 1. 1   Creating the right internal mind-set Part 1 of “The 3rd Age of Social” eBook GET THE FULL EBOOK
  2. 2. 2   Set yourself up for success by adopting the correct mind-set Over the last five years many marketers have played a numbers game. Money & energy have been spent building sizeable Twitter communities. But social media marketers are now seeing that value isn’t in quantity alone. The Age of Context is here. Presence is enough •  How do we use Facebook and Twitter? •  Should we also set up a G + profile? •  How can we make our page more interesting? Social 1.0 It’s a numbers game •  How many likes and followers do we have? •  How many times per week should we post? •  When is the best time to post our content? Social 2.0 The Age of Context •  Does my audience match who I care about? •  Who are my influencers & in what context? •  How can we engage them properly? Social 3.0 Questions
  3. 3. 3   Change needs to be attitudinal and organisational
  4. 4. 4   Brands can now interact with customers in an unprecedented way but many are still doing it the old way. Here are some examples of companies getting it right: Respect the community’s opinions •  150,000+ ideas submitted •  277 innovations realised •  40,000 contextual followers •  Human response •  Aware of followers’ opinions •  Acted quickly Community through Collaboration Starbucks allowed their customers to shape the look and feel of the coffee chain. Nissan responded quickly to a potential PR disaster. 1
  5. 5. 5   100% 48% 5% 0% 20% 40% 60% 80% 100% 120% 30% of following inactive 50% of following inactive 69% of following inactive % Stop counting follower numbers - 100,000 followers mean nothing if they are not active! We analysed a sample of over 20 companies with large communities (ranging from 20,000 to 314,000 followers). Every one of them was followed by at least 30% of users who were inactive. The quality of your community is more important than the quantity of followers you have. 2
  6. 6. 6   Treat the people in your community like you would treat someone in “real life” Case in point Innocent Drinks have perfected the casual relationship, and their followers love it! VS Too many companies see Social Media merely as an opportunity to shout more adverts at their followers. Instead, you need to be genuinely engaging and stimulating to maintain any customer relationship. 3
  7. 7. 7   In many companies, social media was evangelised by people lower down the company’s hierarchy. While this is great, we have now reached a stage where leadership needs to be involved. Remember, people buy (into) people! 68% of CEOs of Fortune 500 companies still have no social media presence. If you think personality isn’t important to a brand think about these leaders – do you recognize them all? Social media is inherently anti-hierarchical, but requires leadership involvement to flourish So if you are a leader get yourself on Twitter! Advocacy, ideas & content need to come from everywhere A lonely ranger can’t represent a whole company 1
  8. 8. 8   If you can engage employees in debate and info- sharing, chances are your followers will be equally stimulated! Use tools like HipChat and Yammer to create a collaborative space to share ideas and insights. Input from a leader is vital in creating an authoritative online persona. Rotating contributors can give employees ownership of the brands identity. Create space for communal contribution: use the minds around you! Social media is about sharing and your whole office is a fantastic resource for content that you can share with your online community. 2
  9. 9. 9   Engaging and interesting brands will not just create relationships with followers but also their followers. Organisation 3: Share and celebrate the Harvest Get your followers to generate content for you - everybody wins! •  Competitions •  Campaigns •  Sharing viral content Social Media gives you the chance to be inventive with your marketing. •  Viral Videos •  Event marketing •  Blogging Sharing builds the community Internal External RecommendationsUser generated content Feedback Branding Engaging and sharing with consumers is a great way to get to know what they think of you, what’s working and what you can improve. 3
  10. 10. 10   Contact us | @peerindex | +44 (0) 333 577 7337 SIGN UP FOR A PIQ DEMO GET THE FULL EBOOK