Social media   opening key channels for customers to talk to you
People don’t trust company blogs! <ul><li>Not only do blogs rank below newspapers and portals, they rank below wikis, dire...
Who do people now trust  on search online – It is CHANGING before our eyes: now major  bloggers ,  customer reviews ,  sal...
<ul><li>World online adult population 1 billion (1,000,000,000+)  </li></ul><ul><li>UK online population 41 million  </li>...
We are all innovators now |  Not just the Internet Generation <ul><li>We are all in the process of taking the web and soci...
The whole world is doing exactly what we are doing too <ul><li>Source: TNS social media survey 2008 </li></ul>
YOUR customers are leading the revolution <ul><li>Source: TNS social media survey 2008 </li></ul>
<ul><li>Social media is not a channel to reach consumers,  it is a channel they will use to reach you   </li></ul>
And there are many channels in many formats
All about finding the right mix of approach <ul><li>Source: McKinsey, 2007 </li></ul>
Social Media is a Cocktail Party – who do we want to meet <ul><li>Source: Web ink Now, David Meerman Scott / “Social Media...
Social Media Users  |  Who are they? <ul><li>Creators </li></ul><ul><ul><li>Publish a blog/own websites </li></ul></ul><ul...
Social Media – Where to start ? WHO – can talk? WHAT – to talk about? WHERE – to talk? WHEN – realistic schedule? <ul><li>...
Protect AVG Online Reputation: Start Listening Now <ul><li>It's not only what other people think of you that matters. It's...
If we don’t listen our reputation is shaped for us by our users 25/11/09 Source: forum-orange.com
… and by the experts 25/11/09
Impacting  AVG business daily…   25/11/09 Source: Mobistar/ Alain Gluckman Depending on who is spreading the word… 5 custo...
Customers are empowered 25/11/09
AVG  users are empowered by the new technologies 25/11/09 Customer Base Read and write media all one click away Informatio...
Let’s listen to them: Simple Tools for Monitoring
So let’s open new doors   25/11/09
Match schedule to company messaging but make it ’two-way’ not one  25/11/09
The company should be transforming itself with the help of its customers 25/11/09 R&D Marketing Blog.com E-influencer Prog...
Build an E-influencer Program 25/11/09 <ul><li>Intimate relation with non-institutional people </li></ul><ul><li>Two-way i...
25/11/09 First consequence is an increase of audience in quality and quantity Blog.Com Traditional  one-way communicative ...
Second consequence is the acceleration of community building 25/11/09 <ul><li>The one-percent rule  </li></ul><ul><ul><li>...
Involve all – tricks and techniques <ul><li>Opinion Voting Polls on important technical issues </li></ul><ul><li>Competiti...
Content that is ‘right’ for a stakeholder group 25/11/09 Thought Leadership Business Consumer Making the news  In all form...
And cutting edge marketing techniques? 25/11/09 25/11/09
An increasing number of marketing strategies are leveraging this « natural » activity   25/11/09 Street marketing: Product...
The magic recipe: Objective x timing x type of campaign 25/11/09 Product  lifecycle Level of targeting (% of potential use...
Let’s join and foster new communities  25/11/09 25/11/09
The company should be integrating and nurtering new networks   25/11/09 R&D Marketing Blog.Com. 1 social networks’  presen...
Last contribution…  25/11/09 25/11/09
Recap <ul><li>S takeholders need to be taken serious </li></ul><ul><ul><li>(They expect to be engaged with as and when the...
Social Media strategy In order to engage: Monitor the discussion  Where is the discussion? What is being said about you an...
Thank you! 25/11/09 Contact for more info: Steve Virgin Media Focus UK www.virginonmedia.wordpress.com [email_address]
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Social Media Channels Whereby People To Talk To You

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  • .
  • What is part of it? Wheel, explain most common groups In fact, web 2.0 can come in so many forms that professionals had to get creative, perhaps excessively so, to represent all its iterations. Just to point out a few of the most prevalent groups: Several variations of blogs: from platforms that only provide bare frameworks, to moderated conversations, could technically also include twitter (As microblogging) Social networks: facebook, myspace, meebo, etc. Crowdsourcing outlets, such as digg Event aggregators, where interest or locality bound communities can share their events from hunger strikes to pop concerts
  • Mis-conceptions (action/engagement)
  • &amp;quot;Corporate marketers charging into the unfamiliar waters of social media can have the same effect as crashing a cocktail party uninvited and uninformed about rules, etiquette and people--thereby alienating the very communities they&apos;re trying to reach. That&apos;s why &amp;quot;Social Media is a Cocktail Party&amp;quot; is such a useful paradigm for understanding how best to understand the strategy and tactics for marketing on the social web. From: David Meerman Scott / Web Ink Now: Seeing the Web as a city helps make sense of each aspect of online life and how we create and interact. Corporate sites are the storefronts on main street peddling wares. Craigslist is like the bulletin board at the entrance of the corner store; Ebay, a garage sale; Amazon, a bookstore replete with patrons anxious to give you their two cents. Mainstream media sites like The New York Times online are the newspapers of the city. Chat rooms and forums are the pubs and salons of the online world. You&apos;ve even got the proverbial wrong-side-of-the-tracks spots via the Web&apos;s adult-entertainment and sp*m underbelly. So what about social media? I like to think of Facebook, LinkedIn and other social networking sites as the cocktail parties of the city. To extend the tortured analogy even further, Twitter is sort of like when the girls go to the ladies room and talk about the guys while the guys are discussing the girls while they are away. Photo credit: cityscapeabudhabi.com What this means for you Viewing the Web as a sprawling city with social media as the cocktail parties helps to make sense of the best ways for marketers to use the tools of social media. How do you act in such a situation? Do you go into a large gathering filled with a few acquaintances and tons of people you do not know and shout &amp;quot;BUY MY PRODUCT&amp;quot;? Do you go into a cocktail party and ask every single person you meet for a business card before you agree to speak with them? Do you listen more than you speak? Are you helpful, providing valuable information to people with no expectation of something tangible in return? Do you try to meet every single person or do you have a few great conversations? Or do you avoid the social interaction of cocktail parties all together because you are uncomfortable in such situations? I find these questions are helpful to people who are new to social media. This analogy is a good one to discuss with social media cynics and those who cannot see the value of this important form of communication. The Web as a city approach is especially important when dealing with people who have been steeped in the traditions of outbound marketing – interrupting people to talk up products and using the coercion techniques of advertising. Sure, you can go to a cocktail party and hit everyone up as a sales lead while blabbing on about what your company does. But that approach is unlikely to make you popular. Guess what? The popular people on the cocktail circuit make friends. People like to do business with people they like. And they are eager to introduce their friends to each other. The dirty little secret: social media is NOTHING new. If you want to look at social media plain and simple, it’s a bunch of tools that help us to network, share information and build relationships in a different way. The concept of social media from a human relationship aspect is nothing new either. It’s business development, which comes with engagement, professional etiquette, trust and respect. 
  • 1%,9%,90% 3 to 11 rule: positive experience shared with 3 people, negative with 11
  • Don’t market through all social networks at once, pick and choose those becoming a new communications channel to potential customers Build the customer relationship by communicating directly with them — sharing news, answering questions, clarifying inaccuracies Tie Social Media Tactics Back to the Broader Strategy - Always consider how a digital or social media tactic supports the broader client strategy and provides value.  Social media tactics without a purpose are pointless Think strategically — don’t just sell it because it’s “in” - but make sure it’s a fit and have a rationale.
  • Step 1: Google your Company or Business name These days the term google has become an accepted dictionary word. Thus, if someone googles your name and finds nasty things written about you, your credibility could be destroyed in an instant. It doesn’t even matter who made the comment, the potential for harm is huge as it sets off wrong perceptions in the reader’s mind. &amp;quot;Google is no longer just a search engine; it&apos;s a reputation engine,&amp;quot; says Chris Dellarocas, at the University of Maryland who studies online reputations. Step 2 : Search &amp; Monitor the Web on a Daily Basis It is vital to use a number of search engines as even Google cannot get everything. Use a number of search engines including the new so called people search engines such as Pipl - http://pipl.com/ - to see what people are saying about you or your management team. Another useful technique is the use of Google News Alerts. Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. http://www.google.com/alerts - I use it to monitor my own name and that of REPUCOMM. On a daily basis I receive updates when my name or that my consultancy is mentioned in cyberspace. Step 3 : Defend Your Reputation The problem is that once discretions are on the Web, you have no control over what happens to it. If you find nasty stuff floating around that&apos;s not under your control, you may have to employ the option and hire someone to take care of it for you. There are “Online Reputation management” companies these days that specialize in getting information removed from the Web, or getting an institution repositioned in search engine rankings. Their services can be highly expensive. You could resort to the use of legal experts, although that can backfire. How to handle blog wars and other indiscretions, I will discuss in next month’s issue...... I guess the bottom line is Monitor your Good Name, your Future depends on it!
  • 1) Internet is a Read and write media pro-am revolution : 57% of online teens create online content (source: Pew internet) Companies communicate, clients react 2) Relative « same » digital space occupied : all is one click away 77% of online shoppers read consumer product reviews and ratings before making a purchase 3) Information is hyper fluide thanks to unleashed communities If Myspace was a country  5th most populated (220 000 000)
  • Increase interactions
  • If we didn’t exist before the internet era, we would have done completely differently We are opening more and more doors to co-create our future
  • Consider bloggers as professional / journalists Listen and react model Buzz kit creation, easy to reuse/share/blogs/posts materials about new products Ex: e-paper
  • To harness these dynamics?
  • If we didn’t exist before the internet era, we would have done completely differently
  • S: Listen to them. Them can be a part of your customer base! O: take them seriously, use their intelligence R: become part of them T: Invest in a way to monitor and interact.
  • S: Listen to them. Them can be a part of your customer base! O: take them seriously, use their intelligence R: become part of them T: Invest in a way to monitor and interact.
  • Social Media Channels Whereby People To Talk To You

    1. 1. Social media opening key channels for customers to talk to you
    2. 2. People don’t trust company blogs! <ul><li>Not only do blogs rank below newspapers and portals, they rank below wikis, direct mail, company email, and message board posts. </li></ul><ul><li>Only 16% of online consumers who read corporate blogs say they trust them. </li></ul><ul><li>If you’re a corporate blogger or somebody who advises companies, you need to take this into account. </li></ul>
    3. 3. Who do people now trust on search online – It is CHANGING before our eyes: now major bloggers , customer reviews , sales site comments 25/11/09
    4. 4. <ul><li>World online adult population 1 billion (1,000,000,000+) </li></ul><ul><li>UK online population 41 million </li></ul><ul><ul><li>Home 63% </li></ul></ul><ul><ul><li>Work 38% </li></ul></ul><ul><ul><li>Other 20% </li></ul></ul><ul><li>UK - Grown up spend over an hour per day on average </li></ul><ul><ul><li>For information 68%, </li></ul></ul><ul><ul><li>For communicating 51%, </li></ul></ul><ul><ul><li>For purchasing 50%, </li></ul></ul><ul><ul><li>For the family 50%, </li></ul></ul><ul><ul><li>Not so grown up 15-24 year olds </li></ul></ul><ul><ul><li>Entertainment 70% </li></ul></ul><ul><ul><li>In touch with friends 60%; </li></ul></ul><ul><ul><li>Communicating with others 54% </li></ul></ul>Our behaviour has changed forever - look at what we are doing in the UK
    5. 5. We are all innovators now | Not just the Internet Generation <ul><li>We are all in the process of taking the web and social media to our hearts and reshaping it to meet our needs </li></ul><ul><li>You did all this before – the only new thing is that you are now doing it automatically via the Internet </li></ul><ul><li>Source: TNS </li></ul>
    6. 6. The whole world is doing exactly what we are doing too <ul><li>Source: TNS social media survey 2008 </li></ul>
    7. 7. YOUR customers are leading the revolution <ul><li>Source: TNS social media survey 2008 </li></ul>
    8. 8. <ul><li>Social media is not a channel to reach consumers, it is a channel they will use to reach you </li></ul>
    9. 9. And there are many channels in many formats
    10. 10. All about finding the right mix of approach <ul><li>Source: McKinsey, 2007 </li></ul>
    11. 11. Social Media is a Cocktail Party – who do we want to meet <ul><li>Source: Web ink Now, David Meerman Scott / “Social Media is a Cocktail Party”, Jim Tobin </li></ul><ul><li>Imagine the web as a city: </li></ul><ul><li>Corporate – storefronts on main street </li></ul><ul><li>Ebay – garage sale </li></ul><ul><li>Amazon – popular bookstore </li></ul><ul><li>Mainstream media – Newspapers </li></ul><ul><li>Forums/Boards – Pubs and Salons </li></ul><ul><li>Social Networking are like Cocktail Parties: </li></ul><ul><li>How to get to know people? </li></ul><ul><li>What to talk about? </li></ul><ul><li>Why to join or leave? </li></ul><ul><li>Networking: Quantity or Quality </li></ul><ul><li>Twitter is like hotel lobby chats </li></ul>
    12. 12. Social Media Users | Who are they? <ul><li>Creators </li></ul><ul><ul><li>Publish a blog/own websites </li></ul></ul><ul><ul><li>Upload original audio/video content </li></ul></ul><ul><ul><li>Compose articles or stories and post them </li></ul></ul><ul><li>Critics </li></ul><ul><ul><li>Post ratings and/or reviews </li></ul></ul><ul><ul><li>Comment on editorial news and/or blogs </li></ul></ul><ul><ul><li>Contribute to forums and/or wikis </li></ul></ul><ul><li>Spectators </li></ul><ul><ul><li>Read blogs, forums, ratings and/or reviews </li></ul></ul><ul><ul><li>Watch videos and/or listen to podcasts </li></ul></ul>
    13. 13. Social Media – Where to start ? WHO – can talk? WHAT – to talk about? WHERE – to talk? WHEN – realistic schedule? <ul><li>Learn & </li></ul><ul><li>Observe </li></ul><ul><li>Use search engines </li></ul><ul><li>Register for sites </li></ul><ul><li>Play! (blog, video, </li></ul><ul><li>networks, photos) </li></ul><ul><li>Technorati </li></ul><ul><li>Delicio.us </li></ul><ul><li>Digg </li></ul><ul><li>Google </li></ul><ul><li>Listen </li></ul><ul><li>actively </li></ul><ul><li>Identify key sites & </li></ul><ul><li>Contributors </li></ul><ul><li>(get an RSS reader) </li></ul><ul><li>Youtube, Twitter, </li></ul><ul><li>Facebook, LinkedIn, MySpace </li></ul><ul><li>Flickr, Blogs </li></ul><ul><li>Contribute </li></ul><ul><li>Start commenting & </li></ul><ul><li>sharing </li></ul><ul><li>Mainly: </li></ul><ul><li>Commenting on blogs, </li></ul><ul><li>discussions </li></ul><ul><li>Actively </li></ul><ul><li>Engage </li></ul><ul><li>Produce and push </li></ul><ul><li>your own content </li></ul><ul><li>Small: Slideshare </li></ul><ul><li>Big: Twitter account </li></ul>
    14. 14. Protect AVG Online Reputation: Start Listening Now <ul><li>It's not only what other people think of you that matters. It's what they can find out about you on the Web that can affect your reputation, and ultimately the opportunity to get a job or promotion, get investors, or get more business. </li></ul><ul><li>Source: Deon Binneman - Reputation Management Speaker, Consultant and Trainer, REPUCOMM, [email_address] </li></ul><ul><li>Step 1: Google your Company or Business name </li></ul><ul><li>Step 2 : Search & Monitor the Web </li></ul><ul><li>Step 3 : Defend Your Reputation </li></ul>
    15. 15. If we don’t listen our reputation is shaped for us by our users 25/11/09 Source: forum-orange.com
    16. 16. … and by the experts 25/11/09
    17. 17. Impacting AVG business daily… 25/11/09 Source: Mobistar/ Alain Gluckman Depending on who is spreading the word… 5 customers out of 100 perhaps Likely to influence many thousands directly and indirectly Social Leader Individual
    18. 18. Customers are empowered 25/11/09
    19. 19. AVG users are empowered by the new technologies 25/11/09 Customer Base Read and write media all one click away Information hyper fluide
    20. 20. Let’s listen to them: Simple Tools for Monitoring
    21. 21. So let’s open new doors 25/11/09
    22. 22. Match schedule to company messaging but make it ’two-way’ not one 25/11/09
    23. 23. The company should be transforming itself with the help of its customers 25/11/09 R&D Marketing Blog.com E-influencer Program 1 2 3 Find them Bring them onside Listen and observe what users are saying about products and services Act on it – feed to R&D and maybe find a ‘winner’ Listen to user groups, developers would-be entrepreneur individuals – Encourage active involvement
    24. 24. Build an E-influencer Program 25/11/09 <ul><li>Intimate relation with non-institutional people </li></ul><ul><li>Two-way interactions </li></ul><ul><li>Adaptation of communication tools to this specific audience </li></ul>
    25. 25. 25/11/09 First consequence is an increase of audience in quality and quantity Blog.Com Traditional one-way communicative scheme Marketing R&D Blog.Com R&D Marketing Co-creation communicative model
    26. 26. Second consequence is the acceleration of community building 25/11/09 <ul><li>The one-percent rule </li></ul><ul><ul><li>Guardian Unlimited Technology </li></ul></ul><ul><li>1% content creator </li></ul><ul><ul><li>Core community members </li></ul></ul><ul><li>10% reviewers </li></ul><ul><ul><li>Community animator </li></ul></ul><ul><li>89% free riders </li></ul><ul><ul><li>Passive consumers </li></ul></ul><ul><li>encourage active involvement </li></ul>Early stage interaction impact
    27. 27. Involve all – tricks and techniques <ul><li>Opinion Voting Polls on important technical issues </li></ul><ul><li>Competitions </li></ul><ul><li>Encourage tech community – ‘find the fix,’ ‘best tips’ – reward interaction </li></ul><ul><li>Encourage innovation – ‘tech boot camp’ for ‘best ideas’ </li></ul><ul><li>Best of/Worst of Lists – seed </li></ul><ul><li>Virals – ideas, encouragement </li></ul><ul><li>Widgets that users could share </li></ul><ul><li>Seed stories in other discussion sites </li></ul><ul><li>Build on the existing characters running now in Data Snatchers campaign </li></ul><ul><li>Get users to make their own ‘data snatchers’ videos </li></ul>25/11/09
    28. 28. Content that is ‘right’ for a stakeholder group 25/11/09 Thought Leadership Business Consumer Making the news In all formats and about all topics – Russian data snatchers
    29. 29. And cutting edge marketing techniques? 25/11/09 25/11/09
    30. 30. An increasing number of marketing strategies are leveraging this « natural » activity 25/11/09 Street marketing: Product demo Guerilla marketing Network parties meetings Customer evangelism Sample distribution & live survey Seeding & influencial marketing Viral marketing sweepstake Viral advertising video, branding Undercover marketing Viral games Viral marketing e-mailing Blog marketing Social software Lever: creativity Lever: targeting offline online Source: culture buzz
    31. 31. The magic recipe: Objective x timing x type of campaign 25/11/09 Product lifecycle Level of targeting (% of potential users) Portal / service launch date Customer evangelism / PR 2.0 Seeding & influencial marketing Viral marketing sweepstake Viral advertising video, games Undercover marketing Blog marketing 1% 10% SEM - Affiliation SEO Community management : Social networks, competitions
    32. 32. Let’s join and foster new communities 25/11/09 25/11/09
    33. 33. The company should be integrating and nurtering new networks 25/11/09 R&D Marketing Blog.Com. 1 social networks’ presence 3 2 Switch on the user ‘communities’ bring their expertise onside Hear what is being said about us and rivals and act upon it
    34. 34. Last contribution… 25/11/09 25/11/09
    35. 35. Recap <ul><li>S takeholders need to be taken serious </li></ul><ul><ul><li>(They expect to be engaged with as and when they demand it) </li></ul></ul><ul><li>O pinions are all important, even the bad ones </li></ul><ul><ul><li>(Technology-enabled word of mouth is immediate, simple, transparent, non-hierarchical, personal) </li></ul></ul><ul><li>R eceptive companies will be “good” companies </li></ul><ul><ul><li>(Careful listening and transparent reactions will be rewarded) </li></ul></ul><ul><li>T ools enable you to comprehend your place in “the 2.0” </li></ul><ul><ul><li>(With over 80 million blogs and endless other CGM sources, investing in qualified aid is a smart move) </li></ul></ul>
    36. 36. Social Media strategy In order to engage: Monitor the discussion Where is the discussion? What is being said about you and your market? Learn from your competitors! Set up guidelines of interaction Avoid leaks, but don’t censure your staff. React quick but not hasty. Show genuine interest, be part of it. Your presence in social media must be based on real interest and understanding. Take initiative WITH social media users Let customers take part in some decision making processes. Client ideas and intelligence can become an extra (almost) free resource if leveraged in the right way
    37. 37. Thank you! 25/11/09 Contact for more info: Steve Virgin Media Focus UK www.virginonmedia.wordpress.com [email_address]

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