… or how to have structured  conversations with customers  and live to tell the tale   Marketing to the Social Web
Conversations are the key <ul><li>They’re about talking </li></ul><ul><li>They’re also about listening </li></ul><ul><li>T...
How do you have these conversations? <ul><li>Through social media </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>S...
<ul><li>Used Facebook, Twitter, Blogs and YouTube </li></ul><ul><li>4000 Facebook members (a third of guests) </li></ul><u...
Why isn’t everyone doing this? <ul><li>It’s risky </li></ul><ul><li>It’s a full time job </li></ul><ul><li>Too few large c...
Can’t I just ignore it? <ul><li>The conversations are out there already </li></ul><ul><li>People are starting to expect it...
<ul><li>One disgruntled customer </li></ul><ul><li>Set up a blog  </li></ul><ul><li>Flooded with other horror stories </li...
Case study 3
BLOGS: the basics <ul><li>The evolving story of your brand </li></ul><ul><li>Pick a good engine (Wordpress) </li></ul><ul>...
BLOGS: DO’s <ul><li>Choose an angle / flavour / personality </li></ul><ul><li>Read, read, read </li></ul><ul><li>Comment e...
BLOGS: Don’ts <ul><li>Just put up press releases </li></ul><ul><li>Close or delete comments </li></ul><ul><li>Delete posts...
SOCIAL NETWORKS: The basics <ul><li>The most personal form of conversation </li></ul><ul><li>Choose the right network for ...
SOCIAL NETWORKS: DOs <ul><li>Use a real person </li></ul><ul><li>Find existing conversations and join them </li></ul><ul><...
SOCIAL NETWORKS: Don’ts <ul><li>Ignore brand nemeses </li></ul><ul><li>Try too hard </li></ul><ul><li>Be lazy </li></ul><u...
MICRO-BLOGGING: The basics <ul><li>A way to broadcast thoughts (and feelings) to likeminded thinkers (and feelers) </li></...
MICRO-BLOGGING: Dos <ul><li>Find and follow influencers and stake holders </li></ul><ul><li>Join conversations with meanin...
MICRO-BLOGGING: Don’ts  <ul><li>Treat it like another channel to promote your blog </li></ul><ul><li>Ignore negative or di...
Get into a rythmn <ul><li>BLOG weekly </li></ul><ul><li>SOCIAL NETWORK daily </li></ul><ul><li>TWEET hourly </li></ul><ul>...
Tie it all together! <ul><li>The web is about connectedness </li></ul><ul><li>Put your twitter feed on your blog </li></ul...
Be Zen <ul><li>There will be bad days </li></ul><ul><li>Denial is brand death </li></ul><ul><li>Anger is short – respect i...
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Marketing To The Social Web

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My presentation at the Marketing Mix 3rd Interactive Marketing Summit, in Sandton. TOPIC: How to develop conversations with your customers. How to create interactive relationships utilising blogs, vlogs, podcasts, aggregators, RSS feeds and micro-blogging engines.

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  • Excellent. Clear explanation, easy to understand.

    Darren Mack
    www.lyricsringtones.org/
    www.shibidoo.com/
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  • Very interesting ppt. The research indicated PPT only contains 30% of information; therefore the 70% valuable information comes from the presenter himself/herself. soEZLecturing.com provides you a chance to record your voice with your PowerPoint presentation and upload to the website. It can share with more readers and also promote your presentation more effectively on soEZLecturing.com.

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Marketing To The Social Web

  1. 1. … or how to have structured conversations with customers and live to tell the tale Marketing to the Social Web
  2. 2. Conversations are the key <ul><li>They’re about talking </li></ul><ul><li>They’re also about listening </li></ul><ul><li>The technology is a red herring </li></ul>
  3. 3. How do you have these conversations? <ul><li>Through social media </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Microblogging </li></ul></ul><ul><li>This works because social media are conversations </li></ul>
  4. 4. <ul><li>Used Facebook, Twitter, Blogs and YouTube </li></ul><ul><li>4000 Facebook members (a third of guests) </li></ul><ul><li>50+ dedicated blog posts </li></ul><ul><li>Constant buzz on Twitter (hundreds of tweets) </li></ul><ul><li>All = Sold out event </li></ul>Case study 1
  5. 5. Why isn’t everyone doing this? <ul><li>It’s risky </li></ul><ul><li>It’s a full time job </li></ul><ul><li>Too few large companies take the net seriously </li></ul><ul><li>Too few people can see past the poking </li></ul><ul><li>Ignorance and fear </li></ul>
  6. 6. Can’t I just ignore it? <ul><li>The conversations are out there already </li></ul><ul><li>People are starting to expect it </li></ul><ul><li>Be the first – and reap the rewards </li></ul><ul><li>It’s the ultimate form of research </li></ul>
  7. 7. <ul><li>One disgruntled customer </li></ul><ul><li>Set up a blog </li></ul><ul><li>Flooded with other horror stories </li></ul><ul><li>Still no official response from SAA </li></ul><ul><li>Immeasurable brand damage </li></ul>Case study 2
  8. 8. Case study 3
  9. 9. BLOGS: the basics <ul><li>The evolving story of your brand </li></ul><ul><li>Pick a good engine (Wordpress) </li></ul><ul><li>Make the domain obvious </li></ul><ul><li>TALKING: </li></ul><ul><ul><li>Posts </li></ul></ul><ul><ul><li>Replies (comments and posts) </li></ul></ul><ul><li>LISTENING </li></ul><ul><ul><li>Reading </li></ul></ul><ul><ul><li>Comments on other blogs </li></ul></ul><ul><ul><li>Linking to other blogs </li></ul></ul>
  10. 10. BLOGS: DO’s <ul><li>Choose an angle / flavour / personality </li></ul><ul><li>Read, read, read </li></ul><ul><li>Comment everywhere </li></ul><ul><li>Link to other blogs </li></ul><ul><li>Post about posts </li></ul>
  11. 11. BLOGS: Don’ts <ul><li>Just put up press releases </li></ul><ul><li>Close or delete comments </li></ul><ul><li>Delete posts </li></ul><ul><li>Ignore comments </li></ul><ul><li>Neglect it </li></ul>
  12. 12. SOCIAL NETWORKS: The basics <ul><li>The most personal form of conversation </li></ul><ul><li>Choose the right network for the job </li></ul><ul><li>Start and join all the mechanisms </li></ul><ul><li>Use events engines wherever possible </li></ul><ul><li>TALKING: </li></ul><ul><ul><li>Your own groups and pages </li></ul></ul><ul><ul><li>Invitations and updates </li></ul></ul><ul><li>LISTENING: </li></ul><ul><ul><li>Other people’s groups / pages / profiles </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Messages </li></ul></ul>
  13. 13. SOCIAL NETWORKS: DOs <ul><li>Use a real person </li></ul><ul><li>Find existing conversations and join them </li></ul><ul><li>Start new conversations </li></ul><ul><li>Talk directly to people </li></ul><ul><li>Seek out brand ambassadors </li></ul>
  14. 14. SOCIAL NETWORKS: Don’ts <ul><li>Ignore brand nemeses </li></ul><ul><li>Try too hard </li></ul><ul><li>Be lazy </li></ul><ul><li>Seek to control </li></ul>
  15. 15. MICRO-BLOGGING: The basics <ul><li>A way to broadcast thoughts (and feelings) to likeminded thinkers (and feelers) </li></ul><ul><li>A way to hear – unfiltered – what people think </li></ul><ul><li>Use a real person but be honest </li></ul><ul><li>Follow followers! </li></ul><ul><li>TALKING: </li></ul><ul><ul><li>Posts (Tweets) </li></ul></ul><ul><ul><li>Post links </li></ul></ul><ul><ul><li>Direct messages </li></ul></ul><ul><li>LISTENING: </li></ul><ul><ul><li>@replies </li></ul></ul><ul><ul><li>Follow people </li></ul></ul><ul><ul><li>Follow links </li></ul></ul><ul><ul><li>Reposting (Retweets) </li></ul></ul>
  16. 16. MICRO-BLOGGING: Dos <ul><li>Find and follow influencers and stake holders </li></ul><ul><li>Join conversations with meaningful replies </li></ul><ul><li>Attract followers </li></ul><ul><li>Have a personality </li></ul><ul><li>Participate hourly </li></ul><ul><li>Have a little fun </li></ul>
  17. 17. MICRO-BLOGGING: Don’ts <ul><li>Treat it like another channel to promote your blog </li></ul><ul><li>Ignore negative or difficult conversations </li></ul><ul><li>Argue – rather discuss </li></ul><ul><li>Neglect it </li></ul><ul><li>See it as “office hours only” </li></ul>
  18. 18. Get into a rythmn <ul><li>BLOG weekly </li></ul><ul><li>SOCIAL NETWORK daily </li></ul><ul><li>TWEET hourly </li></ul><ul><li>They are all part of the same ecosystem </li></ul>
  19. 19. Tie it all together! <ul><li>The web is about connectedness </li></ul><ul><li>Put your twitter feed on your blog </li></ul><ul><li>Tweet your blog posts / events </li></ul><ul><li>Post about posts! </li></ul><ul><li>Retweet </li></ul><ul><li>Tell the story </li></ul>
  20. 20. Be Zen <ul><li>There will be bad days </li></ul><ul><li>Denial is brand death </li></ul><ul><li>Anger is short – respect is long </li></ul><ul><li>You can’t win ‘em all </li></ul><ul><li>Listen, listen, listen </li></ul>
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