SEATTLE, WASHINGTON, USA - February 17, 2011 - Presentation from the IABC Seattle workshop "Communication Overload" - synopsis of my thinking from several previous "Social Media 105" presentations.
Ethical stalking by Mark Williams. UpliftLive 2024
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.
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?
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
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
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
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.
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?
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.