BE SEEN, BE FOUND:How social content and conversation can     build trust and drive revenue                ERIC WEAVER    ...
ANT’S EYE…WHO?Ant’s Eye View is a managementconsultancy focused ontransforming business byintegrating the customer’s voice...
USE THESE HASHTAGSIN ANY ONLINE CONTENT:     #SMSINDIA    #FEEDACHILD
SO WHY ARE   WE HERE    TODAY?      http://www.flickr.com/      photos/ashwinkumar/
We need to build awareness.We need to convert the curious.We need to increase revenue.
BUT WE’RE FACING MANY HURDLES No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can of...
OUTLINEMarketing has changedConsumers have changed and are empowered to connect with one another, bypass youTrust is dimin...
“MAYBE SOCIAL MEDIA WILLBE THE MAGIC BULLET.”SO YOU’RE TWEETING. YOU SET UPA FAN PAGE. POSTED SOME VIDEOSON YOUTUBE.IF YOU...
AM I DOING THIS RIGHT?CAN WE GET MORE FANS?MORE DIALOGUE?HOW DO I GET MORE ATTENTION?!?
LET’S TAKE A FRESH LOOK ATTHE PRACTICE OF MARKETING& PUBLIC COMMUNICATION
MODERNMARKETINGWAS BORN INTHE MID 20THCENTURY
150 YEARS OF “THEOUTBOUND VOICE”LET’S TELL A STORYLET’S EVOLVE EVERYNICHE OF MARKETINGINTO A SOPHISTICATEDFIELDLET’S FIND ...
MAXWELL HOUSE COFFEE:GOOD TO THE ________ ________
YEH DIL MAANGE _____
MONOLITHIC MESSAGESWORKED WHEN WE HAD:•  Limited product   choice•  Limited media   channels•  Longer brand   interactions...
BUT NOW…
WHY TRADITIONAL APPROACHES ARE FALTERING                                                                                H ...
CHANGING PRIORITIES: “HOW IMPORTANT ARE THESE   FACTORS TO CORPORATE REPUTATION?”                        US 2006	         ...
SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYSTHAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTINGTRUST BETWEEN PEERS.           ...
SO IS SOCIAL A FAD, OR IS IT APROFOUNDGLOBALCULTURALSHIFT
NUMBER OF PEOPLE JOINING LINKEDIN DAILY83,000+
618,ACTIVE USERS ON      FACEBOOK                           500,  SOURCE: SOCIALBAKERS  & FACEBOOK, 1 FEB 2011   000
5,800,000+PEOPLE JOIN FACEBOOK EVERY WEEK   SOURCE: FACEBOOK2009 POPULATION OF BENGALARU5,438,000
55NUMBER OFMINUTES THEAVERAGE USERSPENDS EACHDAY ONFACEBOOKSOURCE: FACEBOOK
50%      PEOPLE WHO      ARE MORE      LIKELY TO      BUY IF      ENGAGED VIA      SOCIAL SITES      CHADWICK MARTIN      ...
66%PERCENTAGEOF BRANDTOUCHPOINTSARE NOWGENERATED BYCONSUMERSSOURCE: MCKINSEY QUARTERLY, JULY 2009
CLICKTHROUGH RATE FOR AVERAGE BANNER AD0.19%                                FORRESTER, 2008                       38xCLICK...
MANY, INCLUDING YOUR BOSS,                CAN STILL BE SKEPTICALPHOTO:	  FLICKR.COM/PHOTOS/YUGENRO	      29	  
BOOMERSBe proper. Formal looks better. Never block any opportunity.Oversharing is “weak” & “prideful.” Guarded is safe. Yo...
SO HOW CAN I REACH  MORE PEOPLE?
MILLENNIALS’ PERSPECTIVE: BOOMERS’ PERSPECTIVE:                FOUND”   “BE SEEN, BE HEARD”
1. CONTENT THAT BUILDS TRUST•  Proof points                •  External voices, expert                                  int...
2. MAKE CONTENT EASILY FOUND•    Expertly tagged – who will it delight, or annoy•    Conversation enabled and encouraged• ...
3. MAKE CONTENT EASILY SHARED•  Enable sharing technologies like AddThis, Facebook   Connect, Google Connect    •  Users a...
4. ENABLE ENGAGEMENT•    Enable comments•    Invest in community moderation•    Make fanning, faving, rating, liking very ...
37	  
38	  
SHORT-FORM CONTENT           SHARING (NOT JUST           BROADCASTING) ON TWITTERIDEAS ON   LONG-FORM CONTENTWHERE TO   (I...
PODCASTS THROUGH           BLOGTALKRADIO.COM           WHITE PAPERS AND THOUGHT           LEADERSHIP ON SCRIBD,IDEAS ON   ...
BLOGTALKRADIO
GOOGLE KNOL
SCRIBD
SLIDESHARE
ANIMOTO
A FEW HINTS…•  QUALITY OF CONTENT WILL DRIVE QUANTITY OF   FANS. FOCUS ON QUALITY.•  MANAGEMENT NEEDS TO UNDERSTAND THAT  ...
MORE TOMORROW ONSOCIAL MEDIA STRATEGIES
DHAN YA VAADAA!http://antseyeview.comERIC WEAVERTwitter: @weaveIf you enjoyed today’spresentation, please tweetabout it an...
Be Seen, Be Found
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BENGALARU, INDIA - February 2, 2011 - My first "why social media" presentation for #SMSIndia benefiting Akshaya Patra Foundation. #feedachild

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Be Seen, Be Found

  1. 1. BE SEEN, BE FOUND:How social content and conversation can build trust and drive revenue ERIC WEAVER VP Digital Strategy • Ant’s Eye View
  2. 2. ANT’S EYE…WHO?Ant’s Eye View is a managementconsultancy focused ontransforming business byintegrating the customer’s voicethroughout the value chain.It is composed of the social medialeads from Microsoft, Dell, Intuit,Real Networks, IBM and Lego.We chose the name Ant’s EyeView because we believe inviewing business from thecustomers’ perspective – fromthe ground up.
  3. 3. USE THESE HASHTAGSIN ANY ONLINE CONTENT: #SMSINDIA #FEEDACHILD
  4. 4. SO WHY ARE WE HERE TODAY? http://www.flickr.com/ photos/ashwinkumar/
  5. 5. We need to build awareness.We need to convert the curious.We need to increase revenue.
  6. 6. BUT WE’RE FACING MANY HURDLES No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can often be ridiculous.
  7. 7. OUTLINEMarketing has changedConsumers have changed and are empowered to connect with one another, bypass youTrust is diminishing in the worldTechnologies have changedMarketing no longer works and consumers expect moreHow do you compete, connect, grow in a world full of noise and empowered by Google?You invest in long-term relationships with your consumersYou create in-bound marketing and IP that can be found, anywhere. New mindset. Google Knol, YouTube, blogs, AnimotoYou build trust Proof points, testimonials. BlogTalkRadio. Long form, short form.You engage where customers want you to Branded social presence, ease of being found in social sites, dialogue on other sites.You get them to speak on your behalf Give them things to talk about, to share. Give them speaking venues. Blogger engagement.CTC.You put their needs first Provide informational value, tools, deals. Real apps. Geo-marketing.The future? Smartphones will change India. Augmented reality. Touch interfaces. 7  
  8. 8. “MAYBE SOCIAL MEDIA WILLBE THE MAGIC BULLET.”SO YOU’RE TWEETING. YOU SET UPA FAN PAGE. POSTED SOME VIDEOSON YOUTUBE.IF YOU’RE LIKE MANY OTHERS,YOU’RE WONDERING…NOW WHAT?
  9. 9. AM I DOING THIS RIGHT?CAN WE GET MORE FANS?MORE DIALOGUE?HOW DO I GET MORE ATTENTION?!?
  10. 10. LET’S TAKE A FRESH LOOK ATTHE PRACTICE OF MARKETING& PUBLIC COMMUNICATION
  11. 11. MODERNMARKETINGWAS BORN INTHE MID 20THCENTURY
  12. 12. 150 YEARS OF “THEOUTBOUND VOICE”LET’S TELL A STORYLET’S EVOLVE EVERYNICHE OF MARKETINGINTO A SOPHISTICATEDFIELDLET’S FIND NEW WAYS TOINTRUDE, INTERRUPT ANDDIVERTHAS IT WORKED?
  13. 13. MAXWELL HOUSE COFFEE:GOOD TO THE ________ ________
  14. 14. YEH DIL MAANGE _____
  15. 15. MONOLITHIC MESSAGESWORKED WHEN WE HAD:•  Limited product choice•  Limited media channels•  Longer brand interactions•  Higher barriers to entry
  16. 16. BUT NOW…
  17. 17. WHY TRADITIONAL APPROACHES ARE FALTERING H BLIS O PU TY T BILI ER A SUM CON ORIGINAL  VERSION:  AGENT  WILDFIRE  
  18. 18. CHANGING PRIORITIES: “HOW IMPORTANT ARE THESE FACTORS TO CORPORATE REPUTATION?” US 2006   US 2010   Quality products & services 53%! Transparent & honest practices 83%! Attentive to customer needs 47%! Company I can trust 83%!Strong financial performance 42%! High-quality products/services 79%! Fair pricing 38%! Communicates frequently 75%! A well-known brand 37%! Treats employees well 72%! Good employee relations 35%! Good corporate citizen 64%! Socially responsible Prices fairly 33%! 58%! Visible CEO Innovator 23%! 48%! Dialogue with stakeholders Top leadership 23%! 47%! Employee/CEO blogs 12 Financial returns 45%! %! EDELMAN  TRUST  BAROMETER,  2010   19  
  19. 19. SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYSTHAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTINGTRUST BETWEEN PEERS. FLICKR.COM/PHOTOS/POWERBOOKTRANCE  
  20. 20. SO IS SOCIAL A FAD, OR IS IT APROFOUNDGLOBALCULTURALSHIFT
  21. 21. NUMBER OF PEOPLE JOINING LINKEDIN DAILY83,000+
  22. 22. 618,ACTIVE USERS ON FACEBOOK 500, SOURCE: SOCIALBAKERS & FACEBOOK, 1 FEB 2011 000
  23. 23. 5,800,000+PEOPLE JOIN FACEBOOK EVERY WEEK SOURCE: FACEBOOK2009 POPULATION OF BENGALARU5,438,000
  24. 24. 55NUMBER OFMINUTES THEAVERAGE USERSPENDS EACHDAY ONFACEBOOKSOURCE: FACEBOOK
  25. 25. 50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010
  26. 26. 66%PERCENTAGEOF BRANDTOUCHPOINTSARE NOWGENERATED BYCONSUMERSSOURCE: MCKINSEY QUARTERLY, JULY 2009
  27. 27. CLICKTHROUGH RATE FOR AVERAGE BANNER AD0.19% FORRESTER, 2008 38xCLICKTHROUGH FOR AVG FACEBOOK WALL POST6.49% VITRUE, AUGUST 2009
  28. 28. MANY, INCLUDING YOUR BOSS, CAN STILL BE SKEPTICALPHOTO:  FLICKR.COM/PHOTOS/YUGENRO   29  
  29. 29. BOOMERSBe proper. Formal looks better. Never block any opportunity.Oversharing is “weak” & “prideful.” Guarded is safe. Your suit &tie = you are trustworthy.GENS X&YGrew up with Google, so sharing means being found. Formalitiesare boring. Would rather do business with the likeminded. Yoursuit & tie = untrustworthy.RIGHT NOWTHE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCEPHOTO:  FLICKR.COM/PHOTOS/KATINALYNN  
  30. 30. SO HOW CAN I REACH MORE PEOPLE?
  31. 31. MILLENNIALS’ PERSPECTIVE: BOOMERS’ PERSPECTIVE: FOUND” “BE SEEN, BE HEARD”
  32. 32. 1. CONTENT THAT BUILDS TRUST•  Proof points •  External voices, expert interviews (video or text)•  Testimonials •  Yelp, visitor rankings, featured quotes•  Inside looks •  Webcams, blog posts, factory tours•  Employee perspective •  Employee vignettes on YouTube•  Management relations •  CEO podcast, product pieces manager blog, day-in-the- life
  33. 33. 2. MAKE CONTENT EASILY FOUND•  Expertly tagged – who will it delight, or annoy•  Conversation enabled and encouraged•  Content hosted on/linked from social site•  Rich media — with transcripts
  34. 34. 3. MAKE CONTENT EASILY SHARED•  Enable sharing technologies like AddThis, Facebook Connect, Google Connect •  Users are 4x more likely to join a community if done through Facebook Connect•  Encourage sharing via “human engineering”
  35. 35. 4. ENABLE ENGAGEMENT•  Enable comments•  Invest in community moderation•  Make fanning, faving, rating, liking very easy•  Engage fearlessly, but don’t feed the trolls•  Why? GOOGLE LOVES ENGAGEMENT.
  36. 36. 37  
  37. 37. 38  
  38. 38. SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTERIDEAS ON LONG-FORM CONTENTWHERE TO (INTELLECTUAL CAPITAL = “SEARCH FODDER”) VIA BLOGSSTART COMMUNITY BUILDING, ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK
  39. 39. PODCASTS THROUGH BLOGTALKRADIO.COM WHITE PAPERS AND THOUGHT LEADERSHIP ON SCRIBD,IDEAS ON KNOL.GOOGLE.COM, SCRIBD ANDWHERE TO SLIDESHARE.NETSTART CREATE VIDEO SLIDESHOWS ON ANIMOTO.COM ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A
  40. 40. BLOGTALKRADIO
  41. 41. GOOGLE KNOL
  42. 42. SCRIBD
  43. 43. SLIDESHARE
  44. 44. ANIMOTO
  45. 45. A FEW HINTS…•  QUALITY OF CONTENT WILL DRIVE QUANTITY OF FANS. FOCUS ON QUALITY.•  MANAGEMENT NEEDS TO UNDERSTAND THAT EVERYTHING THEY KNOW ABOUT MARKETING HAS SHIFTED. AND THAT’S NOT A BAD THING.•  USE YOUR RESOURCES STRATEGICALLY. DON’T TRY TO DO EVERYTHING — DO A FEW THINGS VERY WELL.
  46. 46. MORE TOMORROW ONSOCIAL MEDIA STRATEGIES
  47. 47. DHAN YA VAADAA!http://antseyeview.comERIC WEAVERTwitter: @weaveIf you enjoyed today’spresentation, please tweetabout it and include thehashtag #feedthekids
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