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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 management
consultancy focused on
transforming business by
integrating the customer’s voice
throughout the value chain.

It is composed of the social media
leads from large enterprises and
agencies.

We chose the name Ant’s Eye
View because we believe in
viewing business from the
customers’ perspective – from
the ground up.
USE THIS HASHTAG
IN 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 HURDLES



No 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 WILL



SO YOU’RE TWEETING. YOU SET UP
A FAN PAGE. POSTED SOME VIDEOS
ON 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 AT
THE PRACTICE OF MARKETING
& PUBLIC COMMUNICATION
MODERN
MARKETING
WAS BORN IN
THE MID 20TH
CENTURY
“THE OUTBOUND VOICE”:

LET’S TELL A STORY

LET’S EVOLVE EVERY NICHE
OF MARKETING INTO A
SOPHISTICATED FIELD

LET’S FIND NEW WAYS TO
INTRUDE, INTERRUPT AND
DIVERT

HAS IT WORKED?
MCDONALD’S:
I’M ________ ______
Be Seen, Be Found, Be Engaging (IABC Version)
MAXWELL HOUSE COFFEE:
GOOD TO THE ________ ________
MONOLITHIC MESSAGES
WORKED 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 WAYS
THAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTING
TRUST BETWEEN PEERS.




                                FLICKR.COM/PHOTOS/POWERBOOKTRANCE	
  
TIME, ATTENTION &
TRUST ARE SHIFTING
AWAY FROM INTRUSION
TOWARD AFFINITY
NUMBER OF PEOPLE JOINING LINKEDIN DAILY



83,000+
618,
ACTIVE USERS ON
      FACEBOOK




                           500,
  SOURCE: SOCIALBAKERS
  & FACEBOOK, 1 FEB 2011   000
830,000+
PEOPLE JOIN FACEBOOK EVERY WEEK
SOURCE: FACEBOOK




2009 POPULATION OF SEATTLE


602,000
55
NUMBER OF
MINUTES THE
AVERAGE USER
SPENDS EACH
DAY ON
FACEBOOK


SOURCE: FACEBOOK
50%
      PEOPLE WHO
      ARE MORE
      LIKELY TO
      BUY IF
      ENGAGED VIA
      SOCIAL SITES
      CHADWICK MARTIN
      BAILEY, FEB 2010
66%
PERCENTAGE
OF BRAND
TOUCHPOINTS
ARE NOW
GENERATED BY
CONSUMERS
SOURCE: MCKINSEY QUARTERLY, JULY 2009
CLICKTHROUGH RATE FOR AVERAGE BANNER AD


0.19%
                                FORRESTER, 2008


                         AFFINITY
                       OUTPERFORMS
                     INTRUSION BY 38X
CLICKTHROUGH FOR AVG FACEBOOK WALL POST


6.49%
                             VITRUE, AUGUST 2009
DISTRUST IS HIGH, SO
                   MANY ARE STILL SKEPTICAL

PHOTO:	
  FLICKR.COM/PHOTOS/YUGENRO	
         27	
  
BOOMERS
Be proper. Formal looks better. Never block any opportunity.
Oversharing is “weak” & “prideful.” Guarded is safe. Your suit &
tie = you are trustworthy.


GENS X&Y
Grew up with Google, so sharing means being found. Formalities
are boring. Would rather do business with the likeminded. Your
suit & tie = untrustworthy.




2010
THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO:	
  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 TRUST


Proof points            External voices, expert
                        interviews (video, text)

Testimonials            Yelp reviews, visitor rankings,
                        featured quotes

Inside looks            Webcams, factory tours, blog
                        posts
Employee perspectives   Employee video vignettes,
                        personal biographies

Mgmt 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
36	
  
37	
  
Be Seen, Be Found, Be Engaging (IABC Version)
SHORT-FORM CONTENT
            SHARING (NOT JUST
            BROADCASTING) ON TWITTER
DECIDE ON
THE BEST    LONG-FORM CONTENT
            (INTELLECTUAL CAPITAL =
CONTENT     “SEARCH FODDER”) VIA BLOGS
FORMS       COMMUNITY BUILDING,
            ENGAGEMENT AND INFLUENCE
            (NOT “LIKES”) VIA FACEBOOK
PODCASTS THROUGH
            BLOGTALKRADIO.COM

USE         WHITE PAPERS AND THOUGHT
            LEADERSHIP ON SCRIBD,
SEARCH-     KNOL.GOOGLE.COM, SCRIBD AND
FRIENDLY    SLIDESHARE.NET

VENUES TO   CREATE VIDEO SLIDESHOWS ON
BE FOUND    ANIMOTO.COM

            ANSWER IMPORTANT BUSINESS
            QUESTIONS ON LINKEDIN Q&A
BLOGTALKRADIO
GOOGLE KNOL
SCRIBD
SLIDESHARE
ANIMOTO
NOW LET’S GO BEYOND BEING
FOUND – 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 BE
A IDEA THAT
MOVES YOU.
DECISION-MAKING IS 95%
EMOTIONAL, 5% RATIONAL.



flickr.com/photos/"
myklroventine"
@DDBCANADA
CASE STUDY:
CREATE AN IDEA TO
EMOTIONALLY MOVE
PEOPLE …OVER
RICE?
ENTER
SALTY: A
CREATIVE
HOOK WITH
STRONG
EMOTIONAL
& SOCIAL
APPEAL
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
Be Seen, Be Found, Be Engaging (IABC Version)
6000 FACEBOOK FANS – 1 month
            375,000 VIDEO IMPRESSIONS IN
            FIRST 30 DAYS; TOTAL MEDIA
            COST: $0
SO DID IT
            20,000 SALTY & PEP SHAKERS
WORK?       SOLD OUT IN FIRST 25 DAYS
            HIGHEST WEBSITE TRAFFIC EVER
RESULTS
            UNIT SALES ROSE BY 24% OVER
FOR KNORR   PREVIOUS YEAR
            SIDEKICKS SURPASSED UNCLE
            BEN’S AS #1 BRAND IN THE
            CATEGORY
WHAT RESULTS WOULD KNORR
SEE IF THEY HAD ONLY PLANNED
SOME SOCIAL MEDIA TACTICS?

OR JUST A COMMERCIAL?
AND WHAT IF
THERE HAD
BEEN NO
EMOTIONAL
HOOK?
WE COUNSEL OUR CLIENTS THAT
THEY DON’T NEED A SOCIAL MEDIA
STRATEGY.

THEY NEED
AN ENGAGEMENT STRATEGY.
AN INFLUENCE STRATEGY.
OR AN ACTIVATION STRATEGY.

WHATEVER THE MEDIA.
AN EMOTIONALLY APPEALING
            IDEA
              +
A MEDIA-AGNOSTIC APPROACH
              =
ENGAGEMENT, INFLUENCE AND
ACTIVATION 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 YOU
http://antseyeview.com

ERIC WEAVER
Twitter: @weave

If you enjoyed today’s
presentation, please share :
http://slideshare.net/weave

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

  • 1. 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
  • 2. ANT’S EYE…WHO? Ant’s Eye View is a management consultancy focused on transforming business by integrating the customer’s voice throughout the value chain. It is composed of the social media leads from large enterprises and agencies. We chose the name Ant’s Eye View because we believe in viewing business from the customers’ perspective – from the ground up.
  • 3. USE THIS HASHTAG IN ANY ONLINE POSTING: #IABCSEATTLE
  • 4. SO WHY ARE WE HERE TODAY? We need to build awareness. We need to convert the curious. We need to increase revenue.
  • 5. 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. One blogger can outshout our budget.
  • 6. BE THE MAGIC BULLET.” ? “MAYBE SOCIAL MEDIA WILL SO YOU’RE TWEETING. YOU SET UP A FAN PAGE. POSTED SOME VIDEOS ON YOUTUBE. IF YOU’RE LIKE MANY OTHERS, YOU’RE WONDERING… NOW WHAT?
  • 7. AM I DOING THIS RIGHT? CAN WE GET MORE FANS? MORE DIALOGUE? ? HOW DO I GET MORE ATTENTION?!?
  • 8. LET’S TAKE A FRESH LOOK AT THE PRACTICE OF MARKETING & PUBLIC COMMUNICATION
  • 10. “THE OUTBOUND VOICE”: LET’S TELL A STORY LET’S EVOLVE EVERY NICHE OF MARKETING INTO A SOPHISTICATED FIELD LET’S FIND NEW WAYS TO INTRUDE, INTERRUPT AND DIVERT HAS IT WORKED?
  • 13. MAXWELL HOUSE COFFEE: GOOD TO THE ________ ________
  • 14. MONOLITHIC MESSAGES WORKED WHEN WE HAD: •  Limited product choice •  Limited media channels •  Longer brand interactions •  Higher barriers to entry
  • 16. WHY TRADITIONAL APPROACHES ARE FALTERING LISH PUB O TY T BILI ER A SUM CON ORIGINAL  VERSION:  AGENT  WILDFIRE  
  • 17. 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
  • 18. SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTING TRUST BETWEEN PEERS. FLICKR.COM/PHOTOS/POWERBOOKTRANCE  
  • 19. TIME, ATTENTION & TRUST ARE SHIFTING AWAY FROM INTRUSION TOWARD AFFINITY
  • 20. NUMBER OF PEOPLE JOINING LINKEDIN DAILY 83,000+
  • 21. 618, ACTIVE USERS ON FACEBOOK 500, SOURCE: SOCIALBAKERS & FACEBOOK, 1 FEB 2011 000
  • 22. 830,000+ PEOPLE JOIN FACEBOOK EVERY WEEK SOURCE: FACEBOOK 2009 POPULATION OF SEATTLE 602,000
  • 23. 55 NUMBER OF MINUTES THE AVERAGE USER SPENDS EACH DAY ON FACEBOOK SOURCE: FACEBOOK
  • 24. 50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010
  • 25. 66% PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CONSUMERS SOURCE: MCKINSEY QUARTERLY, JULY 2009
  • 26. CLICKTHROUGH RATE FOR AVERAGE BANNER AD 0.19% FORRESTER, 2008 AFFINITY OUTPERFORMS INTRUSION BY 38X CLICKTHROUGH FOR AVG FACEBOOK WALL POST 6.49% VITRUE, AUGUST 2009
  • 27. DISTRUST IS HIGH, SO MANY ARE STILL SKEPTICAL PHOTO:  FLICKR.COM/PHOTOS/YUGENRO   27  
  • 28. BOOMERS Be proper. Formal looks better. Never block any opportunity. Oversharing is “weak” & “prideful.” Guarded is safe. Your suit & tie = you are trustworthy. GENS X&Y Grew up with Google, so sharing means being found. Formalities are boring. Would rather do business with the likeminded. Your suit & tie = untrustworthy. 2010 THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE PHOTO:  FLICKR.COM/PHOTOS/KATINALYNN  
  • 29. SO HOW CAN I REACH MORE PEOPLE?
  • 30. BOOMERS’ PERSPECTIVE: “BE SEEN, BE HEARD” MILLENNIALS’ PERSPECTIVE: “BE SEEN, BE FOUND”
  • 31. 1. CREATE CONTENT THAT BUILDS TRUST Proof points External voices, expert interviews (video, text) Testimonials Yelp reviews, visitor rankings, featured quotes Inside looks Webcams, factory tours, blog posts Employee perspectives Employee video vignettes, personal biographies Mgmt relations pieces CEO podcast, product mgr blog, day-in-the-life
  • 32. 2. MAKE CONTENT EASILY FOUND Tag it to Transcribe not annoy rich media Leverage Enable & existing encourage communities conversation
  • 33. 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”
  • 34. 4. ENABLE ENGAGEMENT Invest in Enable moderation & comments coaching Engage Make fanning, fearlessly, with faving, liking guardrails very easy
  • 36. 36  
  • 37. 37  
  • 39. SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTER DECIDE ON THE BEST LONG-FORM CONTENT (INTELLECTUAL CAPITAL = CONTENT “SEARCH FODDER”) VIA BLOGS FORMS COMMUNITY BUILDING, ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK
  • 40. PODCASTS THROUGH BLOGTALKRADIO.COM USE WHITE PAPERS AND THOUGHT LEADERSHIP ON SCRIBD, SEARCH- KNOL.GOOGLE.COM, SCRIBD AND FRIENDLY SLIDESHARE.NET VENUES TO CREATE VIDEO SLIDESHOWS ON BE FOUND ANIMOTO.COM ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A
  • 46. NOW LET’S GO BEYOND BEING FOUND – TO BEING ENGAGING
  • 47. THINK BEYOND PUBLISHING STUDY LISTEN PUBLISH ENGAGE INFLUENCE ACTIVATE Activation is a greater CREATIVE CHALLENGE It’s also a greater REVENUE OPPORTUNITY
  • 48. TO ACHIEVE ACTIVATION, NO MATTER WHAT THE MEDIA,! THERE HAS TO BE A IDEA THAT MOVES YOU.
  • 49. DECISION-MAKING IS 95% EMOTIONAL, 5% RATIONAL. flickr.com/photos/" myklroventine"
  • 50. @DDBCANADA CASE STUDY: CREATE AN IDEA TO EMOTIONALLY MOVE PEOPLE …OVER RICE?
  • 62. 6000 FACEBOOK FANS – 1 month 375,000 VIDEO IMPRESSIONS IN FIRST 30 DAYS; TOTAL MEDIA COST: $0 SO DID IT 20,000 SALTY & PEP SHAKERS WORK? SOLD OUT IN FIRST 25 DAYS HIGHEST WEBSITE TRAFFIC EVER RESULTS UNIT SALES ROSE BY 24% OVER FOR KNORR PREVIOUS YEAR SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN THE CATEGORY
  • 63. WHAT RESULTS WOULD KNORR SEE IF THEY HAD ONLY PLANNED SOME SOCIAL MEDIA TACTICS? OR JUST A COMMERCIAL?
  • 64. AND WHAT IF THERE HAD BEEN NO EMOTIONAL HOOK?
  • 65. WE COUNSEL OUR CLIENTS THAT THEY DON’T NEED A SOCIAL MEDIA STRATEGY. THEY NEED AN ENGAGEMENT STRATEGY. AN INFLUENCE STRATEGY. OR AN ACTIVATION STRATEGY. WHATEVER THE MEDIA.
  • 66. AN EMOTIONALLY APPEALING IDEA + A MEDIA-AGNOSTIC APPROACH = ENGAGEMENT, INFLUENCE AND ACTIVATION ACROSS ALL MEDIA
  • 67. 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.
  • 68. THANK YOU http://antseyeview.com ERIC WEAVER Twitter: @weave If you enjoyed today’s presentation, please share : http://slideshare.net/weave