Be Seen, Be Found, Be Engaging (IABC Version)

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

MODERNMARKETINGWAS BORN INTHE MID 20THCENTURY

“THE OUTBOUND VOICE”:LET’S TELL A STORYLET’S EVOLVE EVERY NICHEOF MARKETING INTO ASOPHISTICATED FIELDLET’S FIND NEW WAYS TOINTRUDE, INTERRUPT ANDDIVERTHAS IT WORKED?

MCDONALD’S:I’M ________ ______

MAXWELL HOUSE COFFEE:GOOD TO THE ________ ________

MONOLITHIC MESSAGESWORKED WHEN WE HAD:•  Limited product choice•  Limited media channels•  Longer brand interactions•  Higher barriers to entry

BUT NOW…

WHY TRADITIONAL APPROACHES ARE FALTERING LISH PUB O TY T BILI ER A SUM CON ORIGINAL VERSION: AGENT WILDFIRE

CORPORATE REPUTATION IMPACTORS 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 33%! Prices fairly 58%! Visible CEO 23%! Innovator 48%! Dialogue with stakeholders 23%! Top leadership 47%! Employee/CEO blogs 12%! Financial returns 45%!EDELMAN TRUST BAROMETER, 2010

SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYSTHAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTINGTRUST BETWEEN PEERS. FLICKR.COM/PHOTOS/POWERBOOKTRANCE

TIME, ATTENTION &TRUST ARE SHIFTINGAWAY FROM INTRUSIONTOWARD AFFINITY

NUMBER OF PEOPLE JOINING LINKEDIN DAILY83,000+

618,ACTIVE USERS ON FACEBOOK 500, SOURCE: SOCIALBAKERS & FACEBOOK, 1 FEB 2011 000

830,000+PEOPLE JOIN FACEBOOK EVERY WEEKSOURCE: FACEBOOK2009 POPULATION OF SEATTLE602,000

55NUMBER OFMINUTES THEAVERAGE USERSPENDS EACHDAY ONFACEBOOKSOURCE: FACEBOOK

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

SO HOW CAN I REACH MORE PEOPLE?

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

GOOGLE <3 ENGAGEMENT

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

BLOGTALKRADIO

GOOGLE KNOL

SCRIBD

SLIDESHARE

ANIMOTO

NOW LET’S GO BEYOND BEINGFOUND – TO BEING ENGAGING

THINK BEYOND PUBLISHING STUDY LISTEN PUBLISH ENGAGE INFLUENCE ACTIVATE Activation is a greater CREATIVE CHALLENGE It’s also a greater REVENUE OPPORTUNITY

TO ACHIEVE ACTIVATION, NO MATTER WHAT THE MEDIA,!THERE HAS TO BEA IDEA THATMOVES YOU.

DECISION-MAKING IS 95%EMOTIONAL, 5% RATIONAL.ﬂickr.com/photos/"myklroventine"

@DDBCANADACASE STUDY:CREATE AN IDEA TOEMOTIONALLY MOVEPEOPLE …OVERRICE?

ENTERSALTY: ACREATIVEHOOK WITHSTRONGEMOTIONAL& SOCIALAPPEAL

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?

AND WHAT IFTHERE HADBEEN NOEMOTIONALHOOK?

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.

THANK YOUhttp://antseyeview.comERIC WEAVERTwitter: @weaveIf you enjoyed today’spresentation, please share :http://slideshare.net/weave

Be Seen, Be Found, Be Engaging (IABC Version)

by Eric Weaver on Feb 17, 2011

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Be Seen, Be Found, Be Engaging (IABC Version) — Presentation Transcript