SOCIAL MEDIA &ENGAGEMENTMARKETINGSara Brueck NicholsAugust 27, 2012                      1
Objectives• Where are you coming from?• What are you expecting?• What do you want to end up with?• What do you hope to kno...
Forget What You Know8/27/2012              3
Listen First, Sell Second                            4
How do you get started?         Use It.                          5
How Do You Use It?                     6
Engagement MarketingWHAT IT IS                       7
The Monologue is Dead8/27/2012               8
What Social Media Is  Conversational       Candid       Engagement        Disruptive            Igniting                  ...
What Social Media Is NOT  Hype               Transactional    Gimmicks                       Selling          Shouting    ...
Empowered Customers. Infinite Access.            “A brand is no longer what            we tell consumers it is – it is    ...
Why Use It?• Transparency• Content Creation• Search Engine Optimization (SEO) of Your Website• Search Engine Optimization ...
EvaluationGETTING STARTED                  13
14
If you don’t know where you are and where you are              going, you won’t know if you have arrived and how          ...
Getting Started• What are your objectives/purpose?• What is working? Why?• What are your concerns?• How well do you know y...
Ask Yourself…• How good are we at listening?• How compelling is the story we want to tell?• How big is our universe? Where...
18
AudienceSEGMENTATION               19
Plan: Audience• Who are you trying to reach?• Where do they spend their time online?• How do they use the social web?• Wha...
Plan: Audience8/27/2012        21
Plan: Audience               Pre-movie commercial at          Harry Potter: Deathly Hallows Part 2                        ...
Objectives & StrategyGOING FOR GOLD                        23
Plan: Objectives• Brand • Awareness • Thought leadership• Members/Customers        Awareness • Recruitment/retention • Com...
Plan: Strategy“At its best, social media campaigns are intricate, daring, transgressive acts with thepotential for a huge ...
Footer Text   26
Plan: Strategy• Create your plan• Integrate• Listen & Monitor• Pay Attention• Participate• Inspire• Network• Spread awaren...
Plan: Strategy - Integrate                             28
Plan Strategy - Integrate        Curiosity Rover        @MarsCuriosityCall me, maybe? All the ways I could phone home afte...
ContentEXECUTION            30
Plan: Content• What are you passionate about?• About what are you an expert?• What is being said about you?• Follow: indus...
Plan: Content• What will your conversation be about?• What is important to your supporters?• What do your online stakehold...
Plan: Content  • Content must be either:    • Informative    • Engaging    • Entertaining    • Graphical  • Content must h...
Plan: Content - Informative8/27/2012                     34
Plan: Content - Engaging8/27/2012                  35
Plan: Content - Entertaining8/27/2012                      36
Plan: Content - Graphical8/27/2012                   37
Inspire v. Tell •   Open from 12-5 today , come on out and play! •   Were going to talk about why, but wed like to hear fr...
Inspire v. TellTell: TNT is launching in Belgium in October!Inspire: To launch the high quality TV channel TNT in Belgium ...
Plan: Tools/Tactics• Monitoring• Blog• Facebook• Twitter• LinkedIn• YouTube• Pinterest• Instagram                      40
SocialManagementTool.com   41
1-Hour Quick Start• Listen – (30 minutes) • What are you and your business passionate about? • Brands, Movements, Organiza...
10 Things to Keep in MindTIPS                            43
Don’t Forget• Keep your objectives in mind.• Get involved. Contribute.• Think BEFORE you Tweet/Post/Comment.• Integrate ca...
Will social media hurt my brand?ONE FINAL NOTE                                   45
46
47
A fun competition, an angry public – what could             possibly go wrong?                                            ...
Act Without Thinking                 49
“After receiving this complaint, Price Chopper’s public                                                          relations...
QUESTIONS?             51
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  • 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.
  • 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.
  • social works best when you use the classic definition of marketing: that it’s about relationships with customers and that markets are actually conversations. Certainly, using social media to create interest, awareness and excitement among customers and prospects is very legitimate.You can collaborate with customers to make your products better and bring them to market faster. You can use social media to reduce traditional marketing launch costs. You can have a 24/7 focus group comprised of people who care rather than get paid. You can start conversations with the best and brightest members of your community and recruit them as employees, partners or vendors.http://www.forbes.com/sites/shelisrael/2012/07/05/will-marketing-muck-up-social-media/
  • do not confuse conversational marketing tactics with smarmy sales hype. Do not confuse the value of getting others to say you are great because you have done something great with hokey promotional vote gimmickshttp://www.forbes.com/sites/shelisrael/2012/07/05/will-marketing-muck-up-social-media/
  • 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
  • At the start of February, Academy Award Nominee Woody Harrelson hosted Reddit’s ‘Ask Me Anything’ (AMA), where users can ask questions to individuals who have a unique story or occupation. While the AMA’s are generally used to promote thoughtful dialogue and discussion, Harrelson’s AMA chat took a different approach – Reddit users quickly got the impression that the movie star was simply using the site for nothing more than marketing purposes, and Reddit users lashed out. There was an enormous amount of backlash fired against Harrelson, his publicists and his upcoming movie, and Harrelson became infamous in Reddit history ever since. Google ‘Woody Harrelson’ today and ‘Woody Harrelson AMA’ is still the most popular search term!The Lesson:The main reason why this campaign failed so spectacularly is because of Harrelson’s (and his publicists) failure to understand his audience. Reddit is a social news website which possesses a dedicated audience that is very sensitive towards marketing attempts. With AMA threads, Reddit users expect an honest dialogue, providing an open forum between the host and the audience. When using a social media platform, it is vital that you carefully understand the community and how they work.
  • http://youtu.be/e4Cs3Pp7mYghttp://www.thewrap.com/movies/article/harry-potter-numbers-series-grew-older-bigger-better-29195Who is the Harry Potter audience?How does the commercial make you feel?Content in the wrong place, to the wrong audience feels awkward, uncomfortable and causes people to shy away from engagement and evangalism.http://youtu.be/e4Cs3Pp7mYghttp://thesocietypages.org/socimages/2011/07/20/summers-eves-hail-to-the-v-campaign/
  • Most campaigns are really going to aim for three things:Create Awareness – informational, casualEducate – form opinions, insights, equip to make a decisionInspire 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.
  • Rembrandt pen-and-ink drawing valued at $250k was stolen from Marina del Ray Ritz Carlton summer 2011.
  • Defining objectives. What are you trying to accomplish? What messages will your campaign send? Are they the right ones?
  • 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.
  • Fox News used #answer and #dodge hashtags to track real-time feedback from viewers. January 15, 2012
  • NASA’s Curiosity Mars Rover322,550 likes · 118,116 talking about this – 37%https://www.facebook.com/MslCuriousitySuccessfulLandingOnMarshttps://www.facebook.com/MarsCuriosity
  • 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.
  • 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.
  • 643 Likes – 308 talking about it. ~48% engagement
  • 100 Days of Real Food192,068 likes · 29,519 talking about this – 15% engagement
  • 643 Likes – 308 talking about it. ~48% engagement
  • 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/measureBlog = thought leadership, engagementFacebook = social, informal, recruiting, blog traffic, event promotion, media sharing (video/photo), ask questions, post insightsTwitter = listening, engagement, learningLinkedIn = engagement, networking, thought leadershipYouTube = sharing stories, generating buzz
  • 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 RelationsMarketingWebsite trafficDon’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 communicationBe in the Right Place at the Right TimeUnderstand 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 MySpaceHave a clear message – or the whole thing is uselessPoor content = the whole thing is useless
  • Nobody likes to hear negative feedback about their work, product or service.  Many businesspeople fear that their social media profiles will be overrun by people posting complaints and competitors “flaming” their brand.  But the beauty of social media interaction is that transparency and responsiveness rule the day.If a customer chooses to voice a complaint publicly, you have the chance to demonstrate your customer service ability to a wider audience.  If the person is unreasonable and continues to post negative information, people observing the dialogue are more likely to admire your efforts to right the situation, rather take to heart the angry customer’s complaints.Plus, sometimes your customer base does the heavy lifting for you, like this gem from the American Airlines Facebook page.Crowdsourcing
  • http://www.dailymail.co.uk/news/article-2090862/McDstories-McDonalds-Twitter-promotion-backfires-users-share-fast-food-horror-stories.htmlMcDonald’s promoted a Tweet using the Twitter hashtag #McDStories that went like this: ‘When u make something w/pride, people can taste it,’ – McD potato supplier #McDStorieshttp://t.co/HaPM5G9F‘ (source). The link is a video of McDonald’s potato supplier Frank Martinez and includes a heartwarming story about his life as a potato farmer.Shortly thereafter, consumers from around the world ‘hijacked’ the #McDStorieshashtag with, to say the least, some horrible tweets about McDonald’s food quality and overall experience. Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1600 to a few dozen. It is also important to keep those numbers in perspective. There were 72,788 mentions of McDonald’s overall that day so the traction of #McDStories was a tiny percentage (2%) of that.If we’ve learned anything about social media, it’s that we have no control and that we HAVE TO experiment. Today I listened to Todd Blackledge, former Penn State University quarterback talk about his mentor, Joe Paterno (at Paterno’s public funeral). During his speech, he said this one saying that reminded him of JoPa: “Success is never final. Failure is never fatal.” So what if #McDStories it didn’t work out as planned? McDonald’s asked for feedback and received it, learning along the way just as Domino’s Pizza and JetBlue have learned and rebounded in there particular situations. Point = If you aren’t experimenting with social media right now, you aren’t trying. Good for Rick.When McDonald’s saw how negative the hashtag was getting, they quickly pulled the promoted tweet and changed directions. From what I can tell, this took an hour or so. Next time, I have a feeling they’ll be able to move in 30 minutes. Point = Social media is real-time. McDonald’s showed that they had their ears open.In reading through the comments on this post, Rick Wion (aka rdublife) himself was commenting on certain points brought on by readers that were incorrect. Point = Know when and where to comment when social media turns on you.McDonald’s knew better than to respond to the flurry via Twitter, but definitely were proactive in other channels.Not too long after this PR nightmare, McDonald’s started yet another hashtag, this time using #LittleThings. So far, the responses have been fairly positive. Point = Get back on the horse. That a boy Rick!I’m tired of all the comments that said “McDonald’s should have known better”. Why is that? According to BazaarVoice, 80% of all online comments and reviews are positive. Yes, we all know what’s bad about McDonald’s and Coca-Cola and Budweiser, but most of the time, people stay friendly. Heck, just ask my kids about McDonald’s. It’s like heaven on earth. Point = For the most part, when you ask for feedback, it’s positive.
  • Social media &_engagement_marketing_8.27.12

    1. 1. SOCIAL MEDIA &ENGAGEMENTMARKETINGSara Brueck NicholsAugust 27, 2012 1
    2. 2. Objectives• Where are you coming from?• What are you expecting?• What do you want to end up with?• What do you hope to know tonight that you don’t know now? 2
    3. 3. Forget What You Know8/27/2012 3
    4. 4. Listen First, Sell Second 4
    5. 5. How do you get started? Use It. 5
    6. 6. How Do You Use It? 6
    7. 7. Engagement MarketingWHAT IT IS 7
    8. 8. The Monologue is Dead8/27/2012 8
    9. 9. What Social Media Is Conversational Candid Engagement Disruptive Igniting Quid Pro Quo Enabling Collaborative Excitement Relationships 9
    10. 10. What Social Media Is NOT Hype Transactional Gimmicks Selling Shouting Quick Fix Static Advertising Mass Corporate Communication 10
    11. 11. Empowered Customers. Infinite Access. “A brand is no longer what we tell consumers it is – it is what consumers tell each other it is.” ~ Scott D. Cook, Founder, Intuit & Board of Directors, P&G8/27/2012 11
    12. 12. Why Use It?• Transparency• Content Creation• Search Engine Optimization (SEO) of Your Website• Search Engine Optimization (SEO) of Your Brand• Learning• Responsiveness• Improved Support• Trouble-Shooting• Value Add Services• Fun• Word of Mouth8/27/2012 12
    13. 13. EvaluationGETTING STARTED 13
    14. 14. 14
    15. 15. 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.Footer Text 15
    16. 16. Getting Started• What are your objectives/purpose?• What is working? Why?• What are your concerns?• How well do you know your audience?• Do you have stats about your web traffic?• How will you define success? 16
    17. 17. Ask Yourself…• How good are we at listening?• How compelling is the story we want to tell?• How big is our universe? Where are they?• How much of our time is social media worth?• What are our competitors doing?• Who are the brands we want to emulate? 17
    18. 18. 18
    19. 19. AudienceSEGMENTATION 19
    20. 20. Plan: Audience• Who are you trying to reach?• Where do they spend their time online?• How do they use the social web?• What do they want?• How much time do they have?• How well do they know you?• What motivates them? (Passion, Education, Community, Opinion) 20
    21. 21. Plan: Audience8/27/2012 21
    22. 22. Plan: Audience Pre-movie commercial at Harry Potter: Deathly Hallows Part 2 22
    23. 23. Objectives & StrategyGOING FOR GOLD 23
    24. 24. Plan: Objectives• Brand • Awareness • Thought leadership• Members/Customers Awareness • Recruitment/retention • Community building • Service/support• Financial Education • Sales • Donations• Other? Action 24
    25. 25. Plan: Strategy“At its best, social media campaigns are intricate, daring, transgressive acts with thepotential for a huge payoff or a big disaster. If you’ve never looked at it thatway, more’s the pity, because a lot of the potential of social media is tied up inbeing willing to think big and then plan small, just like an art thief.” –JesseStanchak, SmartBlogs 25
    26. 26. Footer Text 26
    27. 27. Plan: Strategy• Create your plan• Integrate• Listen & Monitor• Pay Attention• Participate• Inspire• Network• Spread awareness/generate buzz• Call to action 27
    28. 28. Plan: Strategy - Integrate 28
    29. 29. Plan Strategy - Integrate Curiosity Rover @MarsCuriosityCall me, maybe? All the ways I could phone home after landing on Mars[video] bit.ly/Pve8rV 8/27/2012 29
    30. 30. ContentEXECUTION 30
    31. 31. Plan: Content• What are you passionate about?• About what are you an expert?• What is being said about you?• Follow: industry trends, competitors, interesting people• Build your online brand by association with other brands• New perspective and fresh content 31
    32. 32. Plan: Content• What will your conversation be about?• What is important to your supporters?• What do your online stakeholders want to discuss?• What can you post that offers value?• How will you engage them?• How will you encourage them to take specific action? 32
    33. 33. Plan: Content • Content must be either: • Informative • Engaging • Entertaining • Graphical • Content must have a social purpose: • Passion • Education • Community • Opinion8/27/2012 33
    34. 34. Plan: Content - Informative8/27/2012 34
    35. 35. Plan: Content - Engaging8/27/2012 35
    36. 36. Plan: Content - Entertaining8/27/2012 36
    37. 37. Plan: Content - Graphical8/27/2012 37
    38. 38. Inspire v. Tell • Open from 12-5 today , come on out and play! • Were going to talk about why, but wed like to hear from you. Whats keeping your kids from riding bikes or walking to school? • Check out the two new Lync Server 2010 #MSJumpStart videos! • Bring your goggles & vinegar - #travel tips for one of the worlds best festivals: Burning Man http://ow.ly/dgLYy #lp • Have you taken any online courses? If so, what was your experience? Would you consider taking free online courses from M.I.T. and Harvard? • 20 places every Calif. kid should see. Thanks readers for input. Couldnt include all suggestions; please add them in the comments. • If you know what HSDPA means without Wikipedia, we may have a job for you! #Intel #Jobs intel.ly/MFBnRW • We did our long run this morning. How many miles are you all clocking this weekend? • this month were in a parisian state of mind—complete with glamorously graphic stripes, red lippie, and, of course, demure ballet flats. See how we put it all together in the latest edition of the style spy… http://bit.ly/PVir4i 38
    39. 39. Inspire v. TellTell: TNT is launching in Belgium in October!Inspire: To launch the high quality TV channel TNT in Belgium we placed abig red push button on an average Flemish square of an average Flemishtown. A sign with the text "Push to add drama" invited people to use thebutton. And then we waited... Discover here what happened or visithttp://www.tnt-tv.be for more info. 39
    40. 40. Plan: Tools/Tactics• Monitoring• Blog• Facebook• Twitter• LinkedIn• YouTube• Pinterest• Instagram 40
    41. 41. SocialManagementTool.com 41
    42. 42. 1-Hour Quick Start• Listen – (30 minutes) • What are you and your business passionate about? • Brands, Movements, Organizations, News, Networks & Associations, Competitors, Trends• Be Social – (15 minutes) • Comment • Share • Contribute• Engage – (15 minutes) • Ask for opinions, insight, experiences • Respond to questions, queries and challenges • Produce content, communicate with customers • Offer new perspective 42
    43. 43. 10 Things to Keep in MindTIPS 43
    44. 44. Don’t Forget• Keep your objectives in mind.• Get involved. Contribute.• Think BEFORE you Tweet/Post/Comment.• Integrate campaigns• Don’t fall into the “One” trap: one tool, one person, one time, one direction• Be in the right place at the right time• Have a clear message• Content IS CRITICAL• Be confident, transparent, honest & human• No: boring, spam, sales or spin content/updates 44
    45. 45. Will social media hurt my brand?ONE FINAL NOTE 45
    46. 46. 46
    47. 47. 47
    48. 48. A fun competition, an angry public – what could possibly go wrong? 48
    49. 49. Act Without Thinking 49
    50. 50. “After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s Twitter bio) requesting disciplinary action be taken against the individual for their negative post,”Apparently, CVS doesn’t care. And they’re actually not“Looking forward to hearing your stories! A “request tofollow” sent a week ago, has gone unanswered. A lockedTwitter stream for a Community Manager is not only anoxymoron, it’s one of the Internet’s silliest moves,perhaps ever. FAIL! No Interaction Attack Customer 50
    51. 51. QUESTIONS? 51
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