… or how to have structured conversations with customers and live to tell the tale Marketing to the Social Web

Conversations are the key They’re about talking They’re also about listening The technology is a red herring

They’re about talking

They’re also about listening

The technology is a red herring

How do you have these conversations? Through social media Blogs Social Networks Microblogging This works because social media are conversations

Through social media

Blogs

Social Networks

Microblogging

This works because social media are conversations

Used Facebook, Twitter, Blogs and YouTube 4000 Facebook members (a third of guests) 50+ dedicated blog posts Constant buzz on Twitter (hundreds of tweets) All = Sold out event Case study 1

Used Facebook, Twitter, Blogs and YouTube

4000 Facebook members (a third of guests)

50+ dedicated blog posts

Constant buzz on Twitter (hundreds of tweets)

All = Sold out event

Why isn’t everyone doing this? It’s risky It’s a full time job Too few large companies take the net seriously Too few people can see past the poking Ignorance and fear

It’s risky

It’s a full time job

Too few large companies take the net seriously

Too few people can see past the poking

Ignorance and fear

Can’t I just ignore it? The conversations are out there already People are starting to expect it Be the first – and reap the rewards It’s the ultimate form of research

The conversations are out there already

People are starting to expect it

Be the first – and reap the rewards

It’s the ultimate form of research

One disgruntled customer Set up a blog Flooded with other horror stories Still no official response from SAA Immeasurable brand damage Case study 2

One disgruntled customer

Set up a blog

Flooded with other horror stories

Still no official response from SAA

Immeasurable brand damage

Case study 3

BLOGS: the basics The evolving story of your brand Pick a good engine (Wordpress) Make the domain obvious TALKING: Posts Replies (comments and posts) LISTENING Reading Comments on other blogs Linking to other blogs

The evolving story of your brand

Pick a good engine (Wordpress)

Make the domain obvious

TALKING:

Posts

Replies (comments and posts)

LISTENING

Reading

Comments on other blogs

Linking to other blogs

BLOGS: DO’s Choose an angle / flavour / personality Read, read, read Comment everywhere Link to other blogs Post about posts

Choose an angle / flavour / personality

Read, read, read

Comment everywhere

Link to other blogs

Post about posts

BLOGS: Don’ts Just put up press releases Close or delete comments Delete posts Ignore comments Neglect it

Just put up press releases

Close or delete comments

Delete posts

Ignore comments

Neglect it

SOCIAL NETWORKS: The basics The most personal form of conversation Choose the right network for the job Start and join all the mechanisms Use events engines wherever possible TALKING: Your own groups and pages Invitations and updates LISTENING: Other people’s groups / pages / profiles Forums Messages

The most personal form of conversation

Choose the right network for the job

Start and join all the mechanisms

Use events engines wherever possible

TALKING:

Your own groups and pages

Invitations and updates

LISTENING:

Other people’s groups / pages / profiles

Forums

Messages

SOCIAL NETWORKS: DOs Use a real person Find existing conversations and join them Start new conversations Talk directly to people Seek out brand ambassadors

Use a real person

Find existing conversations and join them

Start new conversations

Talk directly to people

Seek out brand ambassadors

SOCIAL NETWORKS: Don’ts Ignore brand nemeses Try too hard Be lazy Seek to control

Ignore brand nemeses

Try too hard

Be lazy

Seek to control

MICRO-BLOGGING: The basics A way to broadcast thoughts (and feelings) to likeminded thinkers (and feelers) A way to hear – unfiltered – what people think Use a real person but be honest Follow followers! TALKING: Posts (Tweets) Post links Direct messages LISTENING: @replies Follow people Follow links Reposting (Retweets)

A way to broadcast thoughts (and feelings) to likeminded thinkers (and feelers)

A way to hear – unfiltered – what people think

Use a real person but be honest

Follow followers!

TALKING:

Posts (Tweets)

Post links

Direct messages

LISTENING:

@replies

Follow people

Follow links

Reposting (Retweets)

MICRO-BLOGGING: Dos Find and follow influencers and stake holders Join conversations with meaningful replies Attract followers Have a personality Participate hourly Have a little fun

Find and follow influencers and stake holders

Join conversations with meaningful replies

Attract followers

Have a personality

Participate hourly

Have a little fun

MICRO-BLOGGING: Don’ts Treat it like another channel to promote your blog Ignore negative or difficult conversations Argue – rather discuss Neglect it See it as “office hours only”

Treat it like another channel to promote your blog

Ignore negative or difficult conversations

Argue – rather discuss

Neglect it

See it as “office hours only”

Get into a rythmn BLOG weekly SOCIAL NETWORK daily TWEET hourly They are all part of the same ecosystem

BLOG weekly

SOCIAL NETWORK daily

TWEET hourly

They are all part of the same ecosystem

Tie it all together! The web is about connectedness Put your twitter feed on your blog Tweet your blog posts / events Post about posts! Retweet Tell the story

The web is about connectedness

Put your twitter feed on your blog

Tweet your blog posts / events

Post about posts!

Retweet

Tell the story

Be Zen There will be bad days Denial is brand death Anger is short – respect is long You can’t win ‘em all Listen, listen, listen

There will be bad days

Denial is brand death

Anger is short – respect is long

You can’t win ‘em all

Listen, listen, listen