How many get overwhelmed just thinking where to start? Well, forget what you know. Forget all of the platforms, the technologies, the war between whether Facebook or Twitter is better. They won’t be around in 5 years. Okay, maybe they will, but that is irrelevant. WHAT the technology is doesn’t matter – as it is always changing. That is the tactical implementation part. The key to social media and engagement marketing is strategy and communication. There has been a fundamental shift not only in the way we communicate but in how we expect to send/receive information. Find it in Yellow Pages/Catalog. Find it on website. Find it on phone – with reviews from those that are like me. Social media is probably the most mis-understood term in the world of marketing today. There are as many definitions as there are technologies. In essence, while I use the term “social media” (and will in this presentation), “social media” really means a collection of media that allows one to be social. It involves three things: conversation, media and portability.
Lecture v. Discussion Linear communication – how we typically think of “traditional” communication One to many. One to one. One to many: newspaper, television, website, print ad, online ad, OpEd, classroom lecture One to one: telephone call, IM, conversation with friend Key is “one.” Conversation follows a prescribed, linear pattern. “Traditional” does not mean medium it means construction of conversation. Speaking. Listening. Feedback. Follows traditional communication pattern (the one we were taught to abide by as children). “Don’t interrupt. Don’t change the message. The speaker is in control of the message, the delivery and the setting.” Message is delivered, then action occurs. One-way communication. We may both be talking, but the message only flows one direction. “TALKING TO”
Shift to multi-dimensional communication. Anthology – conversational v. traditional Communicate many to many – conversation has different contributors with or without a moderator, contributors may or may not know each other, message is fluid, non-linear. Multiple speakers, multiple platforms, fragmented listening, sharing. Spherical conversation – You are talking with each other, you are talking to me, I am talking to you, I am talking to someone else over here – about the same thing. Contributing to the same topic. Collaborating. TALKING WITH Lecture v. discuss/facilitate Distribute v. share Marketing copy v. marketing conversation Dictate v. guide
What makes social media marketing different is understanding this fundamental shift in communication. If you understand what the shift is (linear to multi-dimensional), it provides a benchmark against which you can measure all of your social media marketing efforts, to ensure it is performing the way you want it to. If you master this, you’re 75% of the way to being a social media “expert.”
Admittedly, this is an over-simplified piece of advice, but the more you understand what engages you, the better you understand how to use the tools, the more compelling your business campaign will be.
How I use social media -Friends/family -Trends -Work -Job/Networking Found new brands, organizations and contacts in areas of interest Food Environment Local movement
Social media is about trust – about confidence in what you have to say and how you say it. Part of every campaign is asking supporters to trust what you are saying, what you represent and who you are. If 75% is understanding the communication theory. 10% is understanding that social media demands transparency.
How do they use the social web? Creators? Joiners? Spectators? How well do they know you? Obviously easier to evangelize someone who knows/trusts you. Otherwise, you need to include an “education” component in your plan
80% of female Internet users have become fans of a product or brand on a social network site and 72% said they learned about a new product through social media . As the graph here shows, more than half of Facebook and Twitter users are over 35, not to mention LinkedIn. Social networking is a true cultural phenomenon, and there is no demographic that isn’t represented substantially on one or more sites. http://www.penn-olson.com/wp-content/uploads/2010/02/age-distribution.png http://www.socialmediaexaminer.com/top-5-social-media-myths-debunked/
BUT! Know where your audience is. If you ARE targeting Gen Y (18-24), LinkedIn is probably not the best place to do it. Go to your audience, don’t make them come to you.
All kinds of charts/graphs/research that will help you make your decision.
Defining objectives. What are you trying to accomplish? What messages will your campaign send? Are they the right ones?
Most campaigns are really going to aim for three things: Create Awareness – informational, casual Educate – form opinions, insights, equip to make a decision Inspire Action – financial, advocacy, task (do something) They may take days to move from one step to another (rare), weeks or months. Your audience will come in at different levels, ready for different kinds of interaction.
LISTEN – THE most important step there is. Call to action – TELL people what you want them to do. Ask for their insight, opinion, stories. Share things they post/tell/talk about.
Just as you wouldn’t use a hammer to dig a hole or a pair of scissors to pound a nail, social media technologies and tools are used for different things.
This tends to be where people want to start. This is where it gets overwhelming. It is not as overwhelming though as it seems if you have a plan in place. Monitor = listen/measure Blog = thought leadership, engagement Facebook = social, informal, recruiting, blog traffic, event promotion, media sharing (video/photo), ask questions, post insights Twitter = listening, engagement, learning LinkedIn = engagement, networking, thought leadership YouTube = sharing stories, generating buzz
Engagement marketing isn’t just for marketing. This shift in communications has changed the way we find/view opinion leaders, tell our company story, network, recruit and fill jobs, evaluate the market, respond to news/competitors/market shifts. Different tools can be used for different objectives. Your organization may have different needs that can be filled in different ways by different people. Don’t forget to look at all of your needs/options.
Keep your objectives in mind. Get involved. Contribute. Think BEFORE you Tweet/Post/Comment. Learn how engagement marketing impacts/is impacted by other activities: SEO (Search Engine Optimization) Public Relations Marketing Website traffic Don’t fall into the “One” trap -Multiple platforms, multiple mediums, - don’t fall into the trap of using “social” platforms for nothing more than fancy linear communication Be in the Right Place at the Right Time Understand where your audience is and target them on the social network where they can be found. Make sure you are on as many social mediums as possible. Don't waste your time selling your carpet business on MySpace Have a clear message – or the whole thing is useless Poor content = the whole thing is useless
HOWEVER. There are over 120 different species of this peculiar fish, best known for its ability to turn itself into a big, spiny ball when threatened. If cleaned and properly prepared, puffer fish, or blowfish as it is also know, can be safely eaten and is even considered a delicacy in Japan. However, beware before ordering a plate of puffer. The liver, gonads, intestines, and skin of some species contain a neurotoxin called tetrodotoxin , a poison also found in the California newt and the eastern salamander and that can cause death if ingested. Fine line between success and disaster. In Japan, where a meal of puffer, or fugu, can run you a pretty penny, chefs are required to undergo an exam and acquire a special license to prepare the dish. During the exam, which has only a 25% pass rate, the chef must prepare and then eat a meal of puffer fish. Despite these precautions, some 100-200 people suffer from tetrodotoxin poisoning every year. Approximately half of these cases result in death. What does this have to do with a Nestle? There is a fine line between small problem and big disaster. And every campaign should have a social media “crisis” plan. if you do something wrong and people attack you in social media, being defensive gets you nowhere. Greenpeace activists protesting palm kernel oil suppliers – deforestation and orangutans 1 week before Easter 2010 – 2 nd largest chocolate season 1.2 million negative YouTube videos 95,000 Facebook fans seeing negative messages Negative Twitter messages every 15 seconds Wall Street Journal picks it up
Social Media & Engagement Marketing
Social Media & Engagement Marketing Sara Brueck Nichols June 30, 2010
Objectives <ul><li>What are you expecting? </li></ul><ul><li>What do you want to end up with? </li></ul><ul><li>What do you hope to know in 120 minutes that you don’t know now? </li></ul><ul><li>Where are you coming from? </li></ul>
Forget what you know. Conversation Media Portability
How do you get started? <ul><li>Use It. </li></ul>07/01/10 Footer Text
Done it? <ul><li>Sent/received a text </li></ul><ul><li>Read a blog </li></ul><ul><li>Posted a status update on Facebook </li></ul><ul><li>Posted a link on Facebook </li></ul><ul><li>Searched yourself on Google </li></ul><ul><li>Created a LinkedIn profile </li></ul><ul><li>Joined a LinkedIn group </li></ul><ul><li>Commented on a blog </li></ul><ul><li>Subscribed to an RSS feed (and read it) </li></ul><ul><li>Answered a question on Twitter </li></ul>
Done it? <ul><li>Used Google alerts </li></ul><ul><li>Written a blog </li></ul><ul><li>Had a conversation with a brand online </li></ul><ul><li>Used a photo-sharing service </li></ul><ul><li>Participated in a webinar </li></ul><ul><li>Accessed the Internet from a cell phone </li></ul><ul><li>Used a social bookmarking site </li></ul><ul><li>Shared information you got from somewhere else </li></ul><ul><li>Developed a new passion/insight/appreciation </li></ul>
Footer Text If you don’t know where you are and where you are going, you won’t know if you have arrived and how successful you’ve been.
Getting Started <ul><li>What are your objectives/purpose? </li></ul><ul><li>What is working? Why? </li></ul><ul><li>What are your concerns? </li></ul><ul><li>How well do you know your audience? </li></ul><ul><li>Do you have stats about your web traffic? </li></ul><ul><li>How will you define success? </li></ul>
Ask Yourself… <ul><li>How good are we at listening? </li></ul><ul><li>How compelling is the story we want to tell? </li></ul><ul><li>How big is our universe? Where are they? </li></ul><ul><li>How much of our time is social media worth? </li></ul><ul><li>What are our competitors doing? </li></ul><ul><li>Who are the brands we want to emulate? </li></ul>
Plan: Audience <ul><li>Who are you trying to reach? </li></ul><ul><li>Where are they on the social web? </li></ul><ul><li>How do they use the social web? </li></ul><ul><li>What do they want? </li></ul><ul><li>How much time do they have? </li></ul><ul><li>How well do they know you? </li></ul>
Tips <ul><li>10 Things to Keep in Mind </li></ul>
Don’t Forget <ul><li>Keep your objectives in mind. </li></ul><ul><li>Get involved. Contribute. </li></ul><ul><li>Think BEFORE you Tweet/Post/Comment. </li></ul><ul><li>Integrate campaigns </li></ul><ul><li>Don’t fall into the “One” trap </li></ul><ul><li>Be in the right place at the right time </li></ul><ul><li>Have a clear message </li></ul><ul><li>Content IS CRITICAL </li></ul><ul><li>Be confident, transparent and honest </li></ul><ul><li>BE HUMAN </li></ul>