Beyond Social Media:
from tools to trust
ERIC WEAVER
AD CLUB
NOVEMBER 2008
PAGE 2 
Since our last chat…
  On average, one in four of you has a new employer.
  Bloggers are regularly cited in the ...
PAGE 3 
Forrester’s
Technographic
Model
PAGE 4 
IN THE LAST
YEAR: "
Fewer non-
participants,"
creators the
same, and "
far more
spectators
PAGE 5 
So what was initially a way to connect with
friends and others with shared interests...
PAGE 6 
…has become much more impactful.
PAGE 7 
LAST YEAR:"
seventh-
highest
Google
result for
“Comcast”
was a
sleeping
technician
PAGE 8 
THIS YEAR:
customer
service via
Twitter
PAGE 9 
LAST YEAR
PAGE 10 
THIS YEAR:"
soliciting
operational
ideas
PAGE 11 
THIS YEAR:"
online
community for
social good
PAGE 12 
So I should be advertising on social sites…?
PAGE 16 
Let’s look at consumers.
  Attention-deficit
  Fragmented by niche
interests
  Feeling time-starved
  Girl Sco...
PAGE 17 
Power has shifted.
  SEARCH lets consumers
find people, products,
information and media of
interest & relevance
...
PAGE 18 
Working toward his goal, he was confronted by a
daunting array of skyscrapers, interstitials, video pre-rolls
and...
PAGE 19 
This means the
days of
“controlled voice”
are over.
OLD SKOOL: the Pyramid of
Influence
Opinion-Forming Elite
NEW...
PAGE 20 
With so many voices, who do you believe?
People turn to peers for
recommendations
They also do this when:
  Risk...
PAGE 21 
Social endorsement trumps marketing
60%
believe what “a
person like me”
says about an
organization (up
from 51% i...
PAGE 22 
Endorsement isn’t just influential. "
It’s widely shared.
56% of those aged 35-64 and 63% aged
25-34 were “likely ...
PAGE 23 
Ultimately, social endorsement drives trust.
78% of those surveyed
aged 35-64 and 83% aged
25-34 were “likely to ...
PAGE 24 
And trust drives preference.
88% 
of opinion elites
choose to buy from
companies they trust.
85% refuse to buy
fr...
PAGE 25 
Build trust through Social Marketing.
The use of peer-to-peer engagement, dialogue
and connective tools to help y...
PAGE 26 
1. Be found.
 Optimize presence and content for search
 Place it in many relevant venues, fully tagged and
desc...
PAGE 27 
2. Be relevant.
 Listen and engage
 Participate only in communities where your
offering would be of direct valu...
PAGE 28 
3. Be authentic.
 Avoid glitz and high production values
 Demonstrate transparency and honesty
 Update frequen...
PAGE 29 
4. Be promoted.
 Make content easily shared
 Provide content or functionality with true value
rather than self-...
PAGE 30 
Which tools to use?
BLOGGING 
  Product manager insights
  CEO media/investor relations
MICROBLOGGING (Twitter)...
PAGE 31 
And a final note: consider your “lens”
Boomers/Tweeners
  Trained in formalities
  Don’t offend anyone
  Be the...
PAGE 32 
Power has shifted. 
  EMPOWER CUSTOMERS TO BECOME ADVOCATES 
  EXTEND YOUR BRAND WITHOUT HIGH COST
  YOUR CONT...
THANK YOU.
facebook.ericweaver.com
branddialogue.com
twitter.com/weave
Beyond Social Media: Ad Club 11/08
Beyond Social Media: Ad Club 11/08
Beyond Social Media: Ad Club 11/08
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Beyond Social Media: Ad Club 11/08

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AUDIENCE: Advertising professionals

VENUE: Seattle Ad Club November 2008 luncheon

SYNOPSIS: Last year we gave an intro into social tools. This year we're showing how brand communications can use these tools to be part of the consumers' solution rather than an obstacle in their paths.

SPEAKER NOTES:


(For the sake of this presentation, I will use "consumers" as a generic term that would include B2B "customers.")

SLIDE 1:
Last year, Publicis' Laura Porto Stockwell and I presented to you. Those of you who attended remember that we discussed demographics, trends in culture leading to the emergence of social media as a powerful communication/community channel, and walked through numerous social tools such as Twitter and Facebook. A lot has happened in the past year. We're assuming most of you are using social tools and our discussion today will be more about where we go from here.

SLIDE 2:
Since our last presentation, one in four of you has a new employer. Bloggers are regularly cited both on broadcast news as well as in the traditional press. Facebook has shot past long-time social network champ MySpace to become the largest social site. In fact, if Facebook were a country, it'd be the 11th largest, between Japan and Mexico.

Many brands have taken to social sites and engaged in social marketing programs. Starbucks, Dove, AllState, and many more have embraced these tools in fantastic ways. Also, the Obama campaign has proven the true power of this medium.

SLIDE 3:
Forrester Research created their Technographic model to categorize the various levels of participation in the social space.

(for more about Technographics, go to http://www.slideshare.net/jbernoff/social-technographics-explained)

SLIDE 4:
This year, Forrester updated their data and we can see several trends over the last 12 months. First, the number of people creating content has only grown marginally. But a large percent of the Inactives have become Spectators and Joiners. Critics and collectors are up as well, indicating significant numbers of Inactives are moving into the social space and participating, meaning the notion that social media might be a "fad" is clearly a falsehood. Once consumers have discovered the utility of collecting or joining, once they've found value in being able to express themselves or consume information, they will NOT relinquish that.

SLIDE 7:
Last year I showed a Google search on the word "Comcast". Comcast's official sites showed up at the top, along with this hilarious and very critical video, at position #7, made by a disgruntled Comcast customer. The video, showing a Comcast technician sleeping on the customer's sofa, had garnered 1.2MM views. [ LINK: http://video.google.com/videoplay?docid=-6958342899875420422&hl=en ]

SLIDE 8:
This year, Comcast has moved from target to participant, and is using Twitter to service customers. As people encounter problems with their service, they can interact directly with Comcast's Frank Eliason and get their problems resolved.

SLIDE 9:
Last year, Starbucks often appeared to sit on the sidelines of the social space. Many were perplexed by their seeming avoidance of social tools. This Twitter user is clearly curious as to why Starbucks is not active on Twitter.

SLIDE 10:
This year, Starbucks took to the social space in a huge way, opening up MyStarbucksIdea to solicit operating ideas...

SLIDE 11:
...as well as creating an online community centered around doing good and volunteerism. They clearly are a social wallflower no more.

SLIDE 12:
So....should you be advertising on social sites? Not exactly. Here's why.

SLIDE 13:
Advertisers initially approached social sites like grazers at a buffet table. Each site looked like a juicy morsel of captive audience. 120-million actives! High disposable income! High literacy demo! Insane growth rates! These appeared to be perfect venues in

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Transcript of "Beyond Social Media: Ad Club 11/08"

  1. 1. Beyond Social Media: from tools to trust ERIC WEAVER AD CLUB NOVEMBER 2008
  2. 2. PAGE 2  Since our last chat…   On average, one in four of you has a new employer.   Bloggers are regularly cited in the media.   Facebook (124MM users) has surpassed MySpace (114MM)   Brands have taken to social sites   Starbucks, Dove, AllState, Virgin America, Comcast, H&R Block   The Obama campaign has proven that social networking has incredible power.
  3. 3. PAGE 3  Forrester’s Technographic Model
  4. 4. PAGE 4  IN THE LAST YEAR: " Fewer non- participants," creators the same, and " far more spectators
  5. 5. PAGE 5  So what was initially a way to connect with friends and others with shared interests...
  6. 6. PAGE 6  …has become much more impactful.
  7. 7. PAGE 7  LAST YEAR:" seventh- highest Google result for “Comcast” was a sleeping technician
  8. 8. PAGE 8  THIS YEAR: customer service via Twitter
  9. 9. PAGE 9  LAST YEAR
  10. 10. PAGE 10  THIS YEAR:" soliciting operational ideas
  11. 11. PAGE 11  THIS YEAR:" online community for social good
  12. 12. PAGE 12  So I should be advertising on social sites…?
  13. 13. PAGE 16  Let’s look at consumers.   Attention-deficit   Fragmented by niche interests   Feeling time-starved   Girl Scouts merit badge   Cell phone in the john   Distrustful of advertising   Spoiled by customization and media options   “Snack-media” consumers
  14. 14. PAGE 17  Power has shifted.   SEARCH lets consumers find people, products, information and media of interest & relevance   EXPRESSION through blogs, podcasts, opinion sites, online communities   SHARING items of value or interest – globally   Items they (we) love…. and hate THE REALITY: To get what they want, consumers generally don’t need marketing, advertising or PR. !
  15. 15. PAGE 18  Working toward his goal, he was confronted by a daunting array of skyscrapers, interstitials, video pre-rolls and pop-unders.
  16. 16. PAGE 19  This means the days of “controlled voice” are over. OLD SKOOL: the Pyramid of Influence Opinion-Forming Elite NEW SKOOL: a Sphere of Cross-Talk
  17. 17. PAGE 20  With so many voices, who do you believe? People turn to peers for recommendations They also do this when:   Risk is higher   More choices to review and filter   They have less time to research
  18. 18. PAGE 21  Social endorsement trumps marketing 60% believe what “a person like me” says about an organization (up from 51% in 2007) LEAST CREDIBLE: corporate or product advertising (22% of ages 25-34)… hey, that’s us! SOURCE: 2008 Edelman Trust Barometer
  19. 19. PAGE 22  Endorsement isn’t just influential. " It’s widely shared. 56% of those aged 35-64 and 63% aged 25-34 were “likely to share their opinions and experiences about companies they trust or distrust on the web.”* *SOURCE: 2008 Edelman Trust Barometer 
  20. 20. PAGE 23  Ultimately, social endorsement drives trust. 78% of those surveyed aged 35-64 and 83% aged 25-34 were “likely to trust what they have seen, read or heard about a company if someone they know has already mentioned it to them.”* *SOURCE: 2008 Edelman Trust Barometer 
  21. 21. PAGE 24  And trust drives preference. 88% of opinion elites choose to buy from companies they trust. 85% refuse to buy from companies they distrust.* *SOURCE: 2008 Edelman Trust Barometer  The boFom line:  Trust drives transac.ons. 
  22. 22. PAGE 25  Build trust through Social Marketing. The use of peer-to-peer engagement, dialogue and connective tools to help your offering be found, be relevant, be authentic and be promoted.
  23. 23. PAGE 26  1. Be found.  Optimize presence and content for search  Place it in many relevant venues, fully tagged and described (“social media breadcrumbs”)   Podcasts on Utterz, videos on YouTube, bookmarks on Delicious, valuable updates on Twitter  Join multiple communities - wherever your brand makes sense  Be in the end zone
  24. 24. PAGE 27  2. Be relevant.  Listen and engage  Participate only in communities where your offering would be of direct value  Join as a person and member, not as an advertiser  Avoid the urge to push message
  25. 25. PAGE 28  3. Be authentic.  Avoid glitz and high production values  Demonstrate transparency and honesty  Update frequently with less-than-perfect content, rather than less frequently with highly vetted material
  26. 26. PAGE 29  4. Be promoted.  Make content easily shared  Provide content or functionality with true value rather than self-interest  Don’t fight time starvation: keep content short and sweet.
  27. 27. PAGE 30  Which tools to use? BLOGGING   Product manager insights   CEO media/investor relations MICROBLOGGING (Twitter)   Special offers   Event buzz VIDEO (one-off virals or recurring podcasts)   Product how-to’s   Personality pieces   Company storytelling   Humor WIDGETS   Content distribution/sharing AUDIO (podcasts)   Company storytelling   Thought leadership WIKIS   Event planning   Product development   Shared learnings   Distributed work-in-progress SOCIAL & TOPICAL NETWORKS   Brand awareness   Community/CSR discussion   Community building   Feedback/testing/trials
  28. 28. PAGE 31  And a final note: consider your “lens” Boomers/Tweeners   Trained in formalities   Don’t offend anyone   Be the most acceptable to the largest number of people   Privacy highly valued   Interested in tech functionality but often overwhelmed by speed of change Gen X/Millenials   Formalities ignored   More interested in finding those with like minds than worrying about turning off others   Less privacy means more ability to be found   Digital natives – tech is ubiquitous and easy
  29. 29. PAGE 32  Power has shifted.   EMPOWER CUSTOMERS TO BECOME ADVOCATES   EXTEND YOUR BRAND WITHOUT HIGH COST   YOUR CONTENT APPEARS IN MORE PLACES   Lives on your sites, on enthusiasts’ sites, on cell phones, PSPs   INCREASE GOOGLE RANKINGS   BE FOUND WHERE YOUR CUSTOMERS WANT TO GO   LEVERAGE THE EXISTING TRUST BETWEEN PEOPLE rather than trying to buy it
  30. 30. THANK YOU. facebook.ericweaver.com branddialogue.com twitter.com/weave
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