Richard von Kaufmann Sauna Safari Social Media Presentation 8 May 2014

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A presentation given at the Startup Sauna event in Nairobi www.saunasafari.com

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Richard von Kaufmann Sauna Safari Social Media Presentation 8 May 2014

  1. 1. SOCIAL MEDIA SUCCESS Startup Sauna In Kenya Richard von Kaufmann // 8 May 2014
  2. 2. Who’s talking? 2013
  3. 3. Zipipop Freud — The Influence Agency Zipipop Freud combines social media & communications to create influence and solve business challenges in today’s world.
  4. 4. What did Peter Vesterbacka teach me?
  5. 5. “Attitude is everything!” “A press release is not marketing.” Peter Vesterbacka
  6. 6. Attitude is everything!
  7. 7. YOU CAN’T AFFORD TO BE SHY
  8. 8. GOALS • What are you trying to achieve? • What resources do you have? • How will you know you are being successful? http://www.flickr.com/photos/barretthall/4039775568/
  9. 9. It’s all about changing perceptions in people’s minds
  10. 10. CHANGING PERCEPTIONS “People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.
  11. 11. “People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage. The right content CHANGING PERCEPTIONS
  12. 12. “People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage. The right place The right content CHANGING PERCEPTIONS
  13. 13. The right time “People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage. The right place The right content CHANGING PERCEPTIONS
  14. 14. How to create influence in today’s world?
  15. 15. Latent (people search internet for needs/desires; asking questions in social media) Reactive (reacting – particularly in social media) Proactive (campaigns, press releases, etc.) ZIPIPOP FREUD’S TIME-BASED MARKETING MODEL
  16. 16. Proactive Scheduled campaigns
  17. 17. Latent Engagement time unknown
  18. 18. “SEARCH ENGINE COMMUNICATION” Timo Nurmi 2013 Latent
  19. 19. Reactive Responding in the moment
  20. 20. Let’s step back in time for a moment…
  21. 21. ONE TO MANY – BROADCASTING CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg
  22. 22. MANY TO MANY – SOCIAL
  23. 23. DON’T SHOUT AT ME CC: http://www.flickr.com/photos/spereira/3567328982 CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204
  24. 24. TALK TO ME CC License: http://www.flickr.com/photos/gudmunda
  25. 25. A new approach is needed
  26. 26. TRADITIONAL MEDIA MIX Advertising Marketing PR
  27. 27. THE NEW MEDIA MIX Proactive Latent Reactive
  28. 28. REACTIVE WILL GROW Proactive Latent Reactive
  29. 29. ITS NOT ABOUT CHANNELS…YET
  30. 30. Without content there is no social media
  31. 31. WHAT IS SOCIAL MEDIA? Sharing, discussing, and interacting around content in social networks. Richard von Kaufmann 2013
  32. 32. 
 CONTENT MARKETING relevant, useful, entertaining
  33. 33. SEO (findable) Valuable Content social media (sharable) COTENT NEEDS BE TO FOUND EASILY Provide ammunition for fans to promote you
  34. 34. “VALUABLE” CONTENT AT WORK share to a wall shared on company wall (240 likes) share to own wall (450 friends) 3 likes (with more than 1,500 friends) Shared to their own wall (300 friends) 2 likes and 1 share (with a total of more than 1,000 friends) 15 likes A total of nearly 27,000 people were reached
  35. 35. The process of finding out what kind of content is valuable to your community can take a long time. GROWING YOUR COMMUNITY
  36. 36. CONTENT PLAN Some things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead. Entertaining (useful & funny content related to your industry) Daily Diary (interesting things the company has been up to: new product launches, recruits, etc) Strategic (content that is designed to get people to take action on specific goals and build thought leadership) 1 4 1
  37. 37. DAILY DIARY Daily Diary (interesting things the company has been up to: new product launches, recruits, etc) 1
  38. 38. ENTERTAINING / USEFUL Entertaining (useful & funny content related to your industry) 4
  39. 39. STRATEGIC Strategic (content that is designed to get people to take action on specific goals and build thought leadership) 1
  40. 40. CONTENT Interesting relevant content that is easy to find and share
  41. 41. LINKING BACK TO LANDING SITES F-Secure event landing page for the Mobile World Congress. http://mwc.f-secure.com/
  42. 42. ONE THING Direct focus onto 1 (max 3) things you can genuinely claim to provide at a world class / national level.
  43. 43. EXPERIMENTING • Innocent Drinks Communities Manager: • Learning as we go, and willingness to admit to cock ups. • Experimenting with ideas and find what the right mix of content is. http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100
  44. 44. Plan – Do – Review – Repeat (what works)
  45. 45. How to define the strategic content
  46. 46. ATTITUDE Brands that do particularly well in social media have a consistent “attitude”. • Filter for deciding on content • Gatekeeper for ensuring consistent tone-of-voice across many channels
  47. 47. WHAT IS ATTITUDE? The easiest way we can express our values is to demonstrate: • What are we for? • What are we against?
  48. 48. ATTITUDE = VALUES IN ACTION Rami Saarela 2013
  49. 49. Do the actual perceptions = intended impression? +Values Actions = Attitude Target X Agendas Impressions Perceptions
  50. 50. Values Actions = Attitude Target X Perceptions Agendas Perception is everything The image of the company lies only in the minds of the target groups.
  51. 51. Aligning values and attitude (values in action) generates the desired perceptions • +Values Actions = Attitude Target X Agendas Perceptions
  52. 52. Are your values aligned?
  53. 53. Put the answers to the following questions into practice: ?
  54. 54. Values What are they and can you be sure all the employees believe, or can be made to believe, in them? Must not just be nice words.
  55. 55. Best in the world What parts of your business can you justifiably claim are delivered at the highest global/national standards. Overall marketing should be focused on these aspects.
  56. 56. Target groups Whose important to your organization? Who has the purchase decision making power? Who influences the purchase decisions?
  57. 57. Focus / Agendas Listen to your target groups and ask questions to find out: What’s important to them? What do they need to help them choose your brand?
  58. 58. Type of relationship How should your employees talk with the target groups? This is related to tone-of-voice, but is more about the nature of the relationship they should have; e.g. friend, buddy, teacher, guru The persona is based on the values, but “tweaked” appropriately for different contexts.
  59. 59. Attitude Remember: Attitude = Values in action The easiest way we can express our values is to demonstrate: • What are we for? • What are we against? So our communication actions should reflect these points of view.
  60. 60. Perception What perception(s) do you wish to enhance or change in the minds of your target groups.
  61. 61. Use the Zipipop Freud Grids
  62. 62. FOCUS NEEDED Available resources Available resources Everything you would like to promote
  63. 63. CONTENT PLAN Some things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead. Entertaining (useful & funny content related to your industry) Daily Diary (interesting things the company has been up to: new product launches, recruits, etc) Strategic (content that is designed to get people to take action on specific goals and build thought leadership) 1 4 1
  64. 64. INFLUENCE GRID resellers help in sales buddy For:Agile and friendly Against: Inflexibility great selling support end-users easy to use reliable hi-tech supportive colleague For: proud of their work Against: careless work will help me be top of the top Perception to enhance Who is important What’s important to them Type of relationship Attitude
  65. 65. STRATEGIC CONTENT GRID FILLING Perceptions Who is important Channels Posts Slideshow Videos Info- graphics White- papers Facts Competiti ons Testimoni als Friendly selling support resellers portal (live chat) YouTube LinkedIn? Slideshare Blog series of posts various reliable points / “live” slidedeck to show kSP; expert presentations (“Live” deck showing expert in the whole process ); deck about competitors old machine stories / video about SuperSnake, etc x technologies (based on white paper), x stats globally Our experts: x extra strength steels, x technologies, x in extreme conditions specific material providing evidence oldest machines + stories users say why in posts / old machine stories Whole process experts production managers LinkedIn, Facebook, YouTube, Sldieshare series of posts various reliable points / financial benefits in the long-run “Live” deck showing expert in the whole process high-speed videos of welding arc in different processes; old machine stories “live” slide deck of facts: calculations, ROI, customer process oldest machines + stories users say why in posts / old machine stories Will help me be top of the top end-users Facebook, YouTube series of posts various reliable points / financial benefits in the long-run;; posts about building bikes, etc; welders doing fun but highly skillful; (building nice bike) Leading and growing global company
  66. 66. KPI GRID PERCEPTION 1PERCEPTION 1PERCEPTION 1 STRATEGY (high level) TACTICAL (mid level REACH (low level) STRATEGIC (perception changes, awareness increase, etc) Research reports: outsourced surveys, focus groups, online surveys, etc every 6-12 months PERCEPTION SPECIFIC CONTENT (as defined in the Content Strategy) Specific posts: Likes, Shares, Comments, Retweets, Favorites, etc daily but with formal quarterly review session CHANNEL (Facebook, LinkedIn, Blog, etc) General Channel Metrics: Followers, Page Likes (Fans), “Talking about this” (engagement), Buzz, Share of Voice, Sentiment, Channels, Influencers, etc daily but with formal quarterly review session
  67. 67. The power of stories
  68. 68. Story Telling • Narrative is a fundamental way we make sense of the world. • More than ever organizations need a compelling story to stand out from the crowd. • Social media channel for telling your story http://www.sxc.hu/photo/103262 Innocent’s clear and likable story allowed them to grow rapidly and be bought by Coke
  69. 69. TELLING YOUR STORY Through the social media channels communicate: •Why you are remarkable •What you stand for •Who you are •What are your goals •What’s happening now
  70. 70. MICRO STORIES • Each piece of content is a micro story that builds into a larger narrative. • It doesn’t have to be a story with a beginning, middle, and end. • A good image tells a story. • Create stories where your product saves the day and restores balance.
  71. 71. PUT THE CUSTOMER CENTRAL STAGE • Stop talking about me, I, us, we… — put you customer in the centre of the story and encourage them to create content
  72. 72. LOGIC vs EMOTION “People are moved by stories and drama and hints and clues and discovery. Logic is a battering ram, one that might work if your case is overwhelming. Wal-Mart won by logic (cheap!), but yours probably won't.” Seth Godin
  73. 73. http://sethgodin.typepad.com
  74. 74. BE A PURPLE COW • Be remarkable and stand out • The cornerstone of this is providing a remarkably good product or services • Find interesting, authentic stories behind your team, brand, product or company * http://www.fastcompany.com/magazine/67/purplecow.html
  75. 75. TAP INTO CONCERNS / EMOTIONS
  76. 76. http://en.wikipedia.org/wiki/Zappos.com
  77. 77. You have to react faster
  78. 78. CATCHING THE SOCIAL WAVES http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpghttp://www.mesurf.com.au/technique_beginner_greenwave.aspx The social media team needs to be ready to react quickly to catch the social media-powered publicity waves.
  79. 79. IMPROVISATION — reacting in the moment to amplify the positive and reduce the negative
  80. 80. F-SECURE RIDING THE NSA WAVE
  81. 81. REACTING MATRIX
  82. 82. WHAT IS A COMMUNITY MANAGER? A Community Manager guides communities towards smooth and effective collaboration. http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25
  83. 83. SOCIAL MEDIA TEAM Spread and speed up the workload by involving experts from different departments — authentic knowledgable employees can be your best advocates Marketing HR Customer service Communications R&D Management Sales Team members should be enthusiastic and comfortable with using social media
  84. 84. PLAN – DO – REVIEW
  85. 85. THE IMPORTANCE OF A KEY MARKETING PERSON You need someone who has the time and is passionate about hustling and continuous promoting the brand and engaging with the communities.
  86. 86. MARKETING BALANCE great idea awesome development team If you have a great marketing person you also need to have a great development team who can react fast enough to the exposure.
  87. 87. Shadow Election case study
  88. 88. Debate: • Rate candidate text answers Shadow Election 2010
  89. 89. Debate: • Rate candidate videos
  90. 90. Vote for your candidate
  91. 91. How did we do this? • In one day unique visits when up by over 5,000
  92. 92. INFLUENCERS • Connect with influential people
  93. 93. Likes and comments in Pekka Haavisto’s campaign page
  94. 94. Exposure reach of up to 30% Finnish Facebook users
  95. 95. LINKING KEYWORDS • Vaalikone 2012 • Reality Creating Media • Zipipop
  96. 96. Cross-linking
  97. 97. Shadow Election 2012
  98. 98. Shadow Election USA
  99. 99. Shadow Election Now over 120,000 Facebook fans across national pages
  100. 100. Keeping eyes open Find genuine connections to influencers or hub sites.
  101. 101. 1 week: 8,000+ Fans 60%+ engagement
  102. 102. facebook.com/zipipop linkedin.com/company/zipipop slideshare.net/zipipop sosiaalinenmedia.com Richard von Kaufmann Co-founder & Partner Head of Social Media & Collaboration Tel. +358 45 11 222 73 Email: richard@zipipopfreud.fi www.zipipopfreud.fi
  103. 103. What is good content?
  104. 104. What is good content? People only use the Internet for two reasons: to solve a problem or to be entertained. Online content must do one or both to be successful. You should share content that are useful, entertaining and relevant to the recipient.
  105. 105. INFORMATION DESIGN
  106. 106. INFORMATION DESIGN INTRESTINGNESS INTEGRITY Relevant Meaningful New Truth Consistency Honesty Accuracy
  107. 107. INTRESTINGNESS INTEGRITY INFORMATION DESIGN FORM FUNCTION Relevant Meaningful New Truth Consistency Honesty Accuracy Easiness Usefulness Usability Fit Beauty Structure Appearance
  108. 108. INTRESTINGNESS INTEGRITY FORM FUNCTION Relevant Meaningful New Truth Consistency Honesty Accuracy Easiness Usefulness Usability Fit Beauty Structure Appearance INFORMATION DESIGN Successful content design
  109. 109. INTRESTINGNESS INTEGRITY FUNCTION Relevant Meaningful New Truth Consistency Honesty Accuracy Easiness Usefulness Usability Fit INFORMATION DESIGN Ugly FORM
  110. 110. INTRESTINGNESS INTEGRITY FUNCTION Relevant Meaningful New Truth Consistency Honesty Accuracy Easiness Usefulness Usability Fit INFORMATION DESIGN Boring FORM Beauty Structure Appearance
  111. 111. INTRESTINGNESS INTEGRITY FUNCTION Relevant Meaningful New Truth Consistency Honesty Accuracy Easiness Usefulness Usability Fit INFORMATION DESIGN Successful content design Boring Ugly RubbishUseless FORM Beauty Structure Appearance
  112. 112. INTRESTINGNESS INTEGRITY FUNCTION Relevant Meaningful New Truth Consistency Honesty Accuracy Easiness Usefulness Usability Fit INFORMATION DESIGN Successful content design Boring Ugly RubbishUseless Experiment Sketch Proof of Concept Eye-candy FORM Beauty Structure Appearance
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