you thought we were going to say social media , didn't you?
NOBODY KNOWS YOUR BUSINESS BETTER THAN YOU DO NOBODY CAN SPEAK WITH MORE PASSION ABOUT YOUR BUSINESS THAN YOU CAN NOBODY IS MORE AUTHENTIC AND INTERESTING ON THE TOPIC OF YOUR BUSINESS THAN YOU ARE NOBODY WILL CONNECT WITH YOUR CUSTOMERS BETTER - SO HOW DO YOU REACH THEM? PASSION?
A SUCCESSFUL SOCIAL MEDIA PROGRAM REQUIRES PASSION PLANNING
image: flickr.com/photos/littlejohncollection Opinion sharing, distribution and audience scope were limited by geographic, financial or political constraints. There were few options for sharing opinions beyond vetted comments published by existing outlets ('Letter to the Editor') or privately created opinion pieces ("Common Sense").
image: Maggie Smith / FreeDigitalPhotos.net Communication on a broad scale was, until very recently, reserved for organizations with big budgets. Consumers could only reach a small and local audience. But now consumers are driving brand perception via social media tools that have democratized the ability to reach, influence and shape opinions about products and brands.
image: flickr.com/photos/jonno SOCIAL MEDIA IS ALL ABOUT COMMUNICATION. WHAT'S NEW IS THAT IT'S CONSUMERS - NOT BRAND OWNERS - LEADING THE CONVERSATION.
Your Brand - It's Not Just Yours A brand is the story that's told about it, from product to customer experience to reputation, and that story is only partly defined by the company who holds the trademark and makes or sells the goods. Also shaping the story are consumers who buy, love, don't love, and talk about a brand, defining it via online tools that have democratized the ability to influence opinions and purchase decisions. Consumers have a stake in this: they don't want a trusted brand or product to go away. Or maybe they do - if they have a problem with a brand or product, passion to see it change or fail is a powerful motivation to communicate.
WHAT CUSTOMERS SEE - THE PRODUCT OR SERVICE - THE ENVIRONMENT - THE PERSONNEL - THE LOGO, ADVERTISING, WEB SITE A BRAND IS MADE OF:
WHAT CUSTOMERS FEEL - REPUTATION - CREDIBILITY - PERSONALITY - EXPERTISE - HOW COMMITTED A BRAND IS TO THE RELATIONSHIP A BRAND IS MADE OF:
Physical Channels Primarily Brand-created content - one way Stores, offices Products Packaging Ads: print - radio - TV Direct: mail - phone Sales support: POS, displays Events Personnel (sales, customer service) THIS IS WHERE BRANDS LIVE
Digital Channels Brand and Consumer-created content - conversation Web site, e-commerce Email Banner Ads Video Sharing: YouTube, Vimeo Image Sharing: Flickr, SmugMug Social Networks: Twitter, Facebook, LinkedIn Opinion: Yelp, TripAdvisor Blogs Forums Podcasts Audio: AudioBoo, Blip.tv Virtual Worlds: Second Life, Twinity, Blue Mars, Sims Online, Active Worlds RSS
AS BRAND OWNER, YOU CONTROL 2/3 OF THE TOTAL COMMUNICATION CHANNELS Company Customer Customer Created Company Created Communication Reach
BUT YOU ONLY INFLUENCE 1/3 OF THE PURCHASE DECISION CONSUMER CONVERSATIONS - SOCIAL MEDIA - INFLUENCE 60% OF PURCHASE DECISIONS Company Customer Customer Created Company Created Purchasing Decision Influence 60% 33%
THERE ARE TWO PERSPECTIVES: THE BRAND THE AUDIENCE ARE THEY THE SAME? HERE IS AN EXAMPLE OF THOSE TWO POINTS OF VIEW
NBC says "they loved us" "The Winter Olympics ruled in the ratings last week, treating NBC to an average audience roughly three times the size of its nearest rival, Fox. NBC’s coverage of the Winter Games held seven of the top eight spots for the week, the Nielsen Co. said Tuesday." source: http://bit.ly/d53HHM
Source: TechCrunch data based on analysis of 20,000 tweets and 5,700 blog mentions How is NBC’s Olympic Coverage? Sentiment analysis for NBC Olympics
Communication Collaboration Multimedia Interactive/Immersive Reviews & Opinions SOCIAL MEDIA Wiki’s Blogs Micro Blogs Social Networks Events Location Based Photo Sharing Video Sharing LiveCasting Music Sharing Presentation Sharing Game Sharing Virtual Worlds Online Multiplayer Product Reviews Business Reviews Community Q & A
THERE ARE PLENTY OF TOOLS AVAILABLE. HERE ARE JUST A FEW - ABOUT 15%
SO MANY CHOICES! BUT HOW MANY PEOPLE ARE USING SOCIAL MEDIA REALLY?
Holy Cow! And now, a moment of silence for marketing as we knew it. Now what?
THINK OF YOUR SOCIAL MEDIA PLAN LIKE A ROADMAP. WITHOUT ONE, YOU CAN JUMP IN AND JUST DRIVE ALONG, HOPING TO FIND YOUR DESTINATION.
YOU CAN JUMP IN I am lost Whee I am a social media star oh no I should have... I could have... O.K lets rock&roll
STRATEGY: DON'T LEAVE HOME WITHOUT IT O.K I want to use social media for my business better figure out what it is I am trying to achieve Boy I am glad I kept this manageable Ahhh. I see what my customers are talking about Yes I Can help you with that Wow I am having conversations with my customers
<ul><li>GAIN MORE OF THE SAME CUSTOMERS? </li></ul><ul><li>GAIN NEW OR DIFFERENT CUSTOMERS? </li></ul><ul><li>IMPROVE YOUR CUSTOMER SERVICE OUTREACH? </li></ul><ul><li>GAIN VISIBILITY ? </li></ul><ul><li>BE RECOGNIZED AS AN EXPERT? </li></ul><ul><li>EXPAND INTO A DIFFERENT GEOGRAPHIC AREA? </li></ul><ul><li>RESPOND TO COMPETITION? </li></ul><ul><li>NETWORK WITH COMPLEMENTARY BUSINESSES? </li></ul><ul><li>GET MORE VISITORS TO WEB SITE </li></ul><ul><li>SELL MORE PRODUCTS AND SERVICES </li></ul>FIRST - SET GOALS - WHAT DO YOU WANT TO ACHIEVE?
YOUR CUSTOMER LOOKS LIKE THIS image: flickr.com/photos/theteddybear
SHE ALSO LOOKS LIKE THIS image: flickr.com/photos/connisec
MEET GENERATION 'V' Gartner Inc. calls them 'Generation V' or 'virtual' which is not defined by age, location, gender or social demographic, but by online behavior. They are both aspects of the same person, and if you only reach out to one, you're missing your target. Don't assume you know who they are, where they are having conversations or what they're saying. Who they really are might surprise you.
SO, YOU NEED TO JOIN THE CONVERSATION. WHO SHOULD CONVERSE ?
NOT THE INTERN it was like so totally cool The person engaging in conversations will be the voice of your brand. Consider whether the best person for the job is someone who doesn't know your mission, share your vision, have a depth of experience and passion for what you do, or is committed to the company's long-term success.
AND MAYBE NOT THE CEO Fourth quarter profits were up on a ... The CEO knows the company, but that may not be the voice that's most interesting to your customer. Find the people in your organization that are the most passionate and most knowledgeable about the products, and give them the power to engage, and it's OK to have more than one, giving your brand a layered but consistent voice. Remember - it's not about you: it's about what you represent to your customers. A tweet, blog post, podcast or video that brings the process and thinking behind the making or enjoyment of a product to an audience gives that product a face and a personality.
TALK + LISTEN The way that is best to clean that is ... We are about to introduce a new item We are seeing a change in our industry Hey I just found this great new product Does anyone know where I can find... We just started a new group
LET YOUR CUSTOMERS TALK ABOUT YOU Consumer opinions are authentic because their experience with a brand or product is likely to be similar to what other consumers encounter. This context, and the sheer number of individual consumers who can share an opinion online, is a powerful force that can enhance or counter the message a brand makes about itself.
750,000 FANS IN THE FIRST MONTH. 3.3 MILLION FANS IN THE FIRST YEAR.
COKE DIDN'T START THAT FACEBOOK PAGE. A FAN DID.
IN A CONVERSATION, LISTENING IS IMPORTANT. A listening strategy is based on finding what people are really saying about you and your brand, because they are talking, even if you're not listening yet. Discovering a difference between what you think your brand or product is known for with what people are really saying adds a dimension of awareness to your own understanding of your brand, and will help form the structure of a social media program. It's not a one-time audit - it's an ongoing ear to the ground.
OF THE 20% OF SMALL BUSINESS USING SOCIAL MEDIA: SOURCE: MASHABLE Have a company page on a social networking site like FaceBook or LinkedIn 75% Post status updates and/or articles of interest 69% Build a network through sites like LinkedIn 57% Monitor positive/negative feedback 54% Have a blog on area of expertise 39% Tweet about area of expertise 26% Use Twitter for customer service 16% Other 8%
SMALL IS BEAUTIFUL start small. listen. learn.
WHAT TOOLS? THE SPECIFIC TOOLKIT YOU USE DEPENDS ON YOUR STRATEGY AND GOALS. IT DEPENDS ON YOUR CUSTOMERS AND WHAT TOOLS THEY USE. AND IT DEPENDS ON WHAT YOU HAVE THE BUDGET AND MANPOWER TO COMMIT TO.
HOW LONG WILL THIS TAKE? THIS IS RELATIONSHIP BUILDING, SO IT WON’T BE OVERNIGHT. think of the time you spend as an investment in a new and valuable way to have conversations manage time by conducting a social media check-up to validate your current online positioning then allocate time and budget to optimize social networks.
HOW MUCH WILL THIS COST? Social Media is not free. The tools may be free but it takes time, people and commitment to a strategy of continuous social media involvement, not just “campaigns”. The social media dialogue is on-going: your voice in the conversation should be constant and resources and budget should reflect a commitment.
HOW DO WE MEASURE RESULTS? What you measure and the tools you'll use depend on your goals. There are measurement tools that track components of a social media program including traffic, share of voice and conversation velocity, followers, sentiment and influence.
INTEGRATE SOCIAL MEDIA PLANS WITH YOUR OTHER COMMUNICATIONS MAKE SURE THAT YOUR SOCIAL MEDIA PLAN PLAYS NICELY WITH YOUR WEB SITE, ADVERTISING, PRINTED MATERIALS - WHATEVER COMMUNICATION TOOLS YOU USE, SOCIAL MEDIA IS THERE TO AMPLIFY AND SUPPORT YOUR MESSAGE, AND BRING AN ADDED DIMENSION TO YOUR COMMUNICATIONS.
INCREASE YOUR VISIBILITY BY CROSS-POSTING CONTENT ACROSS YOUR SOCIAL MEDIA TOOLS
FOCUS ON WHAT MAKES YOU DIFFERENT Think about your point of differentiation and what you have to say that is unique. Like this: Rubbermaid's blog isn't about products - it’s about organization (best accomplished with Rubbermaid products).
BE FLEXIBLE As tools change, as online user habits change, and you learn from the online conversations, even as your personnel change, you'll want to be able to integrate changes in both the external and internal environment.
THINK ABOUT THE FUTURE In planning, don’t think about tomorrow, think about six months and a year from now: determining your level of ongoing commitment to a social media program is a critical part in determining tactics.
BE COMMITTED Is this forever? Plan like it is. Is it time-consuming? Like any new marketing program, it will take effort and attention to get started. But if it’s integrated into your overall marketing plan, and your strategy and goals are clear, conversing with consumers will be a manageable and valuable activity.
BE YOURSELF AUTHENTICITY RULES. Social media is not simply a set of tools, but a way of engaging with consumers, as they are engaging with each other. It requires transparency, a genuine voice and information that is valuable to consumers. It is a way to build trust and relationships.
JOIN THE CONVERSATION Build on conversations that consumers are already having to create a real program of engagement marketing that is grounded in authenticity, transparency, sharing and listening.
“ People relate to people, not companies.” Tony Hsieh, Zappos CEO
thanks for listening. let us know if we can help. www.küngdesign.com