BE SEEN, BE FOUND, BE ENGAGING: How socialized content and conversation can help you be heard when it matters most ERIC WEAVER VP Digital Strategy • Ant’s Eye View
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 large enterprises andagencies.We chose the name Ant’s EyeView because we believe inviewing business from thecustomers’ perspective – fromthe ground up.
USE THIS HASHTAGIN ANY ONLINE POSTING: #IABCSEATTLE
SO WHY ARE WE HERE TODAY?We need to build awareness.We need to convert the curious.We need to increase revenue.
BUT WE’RE FACING MANY HURDLESNo one has the time.Everyone is distracted.Trust is harder to come by.Expectations can often be ridiculous.One blogger can outshout our budget.
BE THE MAGIC BULLET.” ?“MAYBE SOCIAL MEDIA WILLSO YOU’RE TWEETING. YOU SET UPA FAN PAGE. POSTED SOME VIDEOSON YOUTUBE.IF YOU’RE LIKE MANY OTHERS,YOU’RE WONDERING…NOW WHAT?
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
50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010
66%PERCENTAGEOF BRANDTOUCHPOINTSARE NOWGENERATED BYCONSUMERSSOURCE: MCKINSEY QUARTERLY, JULY 2009
CLICKTHROUGH RATE FOR AVERAGE BANNER AD0.19% FORRESTER, 2008 AFFINITY OUTPERFORMS INTRUSION BY 38XCLICKTHROUGH FOR AVG FACEBOOK WALL POST6.49% VITRUE, AUGUST 2009
DISTRUST IS HIGH, SO MANY ARE STILL SKEPTICALPHOTO: FLICKR.COM/PHOTOS/YUGENRO 27
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.2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCEPHOTO: FLICKR.COM/PHOTOS/KATINALYNN
BOOMERS’ PERSPECTIVE: “BE SEEN, BE HEARD”MILLENNIALS’ PERSPECTIVE: “BE SEEN, BE FOUND”
1. CREATE CONTENT THAT BUILDS TRUSTProof points External voices, expert interviews (video, text)Testimonials Yelp reviews, visitor rankings, featured quotesInside looks Webcams, factory tours, blog postsEmployee perspectives Employee video vignettes, personal biographiesMgmt relations pieces CEO podcast, product mgr blog, day-in-the-life
2. MAKE CONTENT EASILY FOUND Tag it to Transcribe not annoy rich media Leverage Enable & existing encourage communities conversation
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”
4. ENABLE ENGAGEMENT Invest in Enable moderation & comments coaching Engage Make fanning, fearlessly, with faving, liking guardrails very easy
SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTERDECIDE ONTHE BEST LONG-FORM CONTENT (INTELLECTUAL CAPITAL =CONTENT “SEARCH FODDER”) VIA BLOGSFORMS COMMUNITY BUILDING, ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK
PODCASTS THROUGH BLOGTALKRADIO.COMUSE WHITE PAPERS AND THOUGHT LEADERSHIP ON SCRIBD,SEARCH- KNOL.GOOGLE.COM, SCRIBD ANDFRIENDLY SLIDESHARE.NETVENUES TO CREATE VIDEO SLIDESHOWS ONBE FOUND ANIMOTO.COM ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A
6000 FACEBOOK FANS – 1 month 375,000 VIDEO IMPRESSIONS IN FIRST 30 DAYS; TOTAL MEDIA COST: $0SO DID IT 20,000 SALTY & PEP SHAKERSWORK? SOLD OUT IN FIRST 25 DAYS HIGHEST WEBSITE TRAFFIC EVERRESULTS UNIT SALES ROSE BY 24% OVERFOR KNORR PREVIOUS YEAR SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN THE CATEGORY
WHAT RESULTS WOULD KNORRSEE IF THEY HAD ONLY PLANNEDSOME SOCIAL MEDIA TACTICS?OR JUST A COMMERCIAL?
WE COUNSEL OUR CLIENTS THATTHEY DON’T NEED A SOCIAL MEDIASTRATEGY.THEY NEEDAN ENGAGEMENT STRATEGY.AN INFLUENCE STRATEGY.OR AN ACTIVATION STRATEGY.WHATEVER THE MEDIA.
AN EMOTIONALLY APPEALING IDEA +A MEDIA-AGNOSTIC APPROACH =ENGAGEMENT, INFLUENCE ANDACTIVATION ACROSS ALL MEDIA
A FEW FINAL THOUGHTS• 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.