Social Media and Your Business - UPDATED

Social Media and Your Business Follow us on Twitter: @cmntweets Hashtag for today: #cmnsocmed Blog: http://www.corey.com/whatisthoughtful

Agenda
What is it?
Why should we care?
Personally
Professionally
How do we use it?
What it means

Agenda
Rules of today:
We believe in walking the walk
Live Tweeting #cmnsocmed
Continue the conversation
http://www.corey.com/whatisthoughtful

What is it?

Agenda
Social Media Interrupts:
Isolation
Control
Hierarchy
Jascha Franklin-Hodge, Chief Technology Officer & Founding Partner, Blue State Digital

What is Social Media
Social media are primarily Internet-based tools for sharing and discussing information among human beings. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” shared meaning among communities, as people share their stories and experiences. - Wikipedia
shared meaning among communities, as people share their stories and experiences. Creating a shared meaning is about creating a distinct, compelling and meaningful BRAND

Brand Strategy What is Branding? Business Plan • Sales Objectives • Target Markets • Market Landscape • Competitive Landscape Brand Strategy • Brand Perception • Brand Architecture • Position • Messaging Strategy Execution
Overall Look & Feel • Community Outreach • Social Media • Public Relations • Online/Off-line Communication Pieces

The Way CMN Thinks About Brand
Criteria

What it is
Transparency
Low barrier to entry
Engagement
Blog, Flickr, Facebook, Twitter, YouTube
What it is not
Only what we want people to know
Difficult to use
Broadcast, one-way street
Email, IM, podcast, RSS, print newspaper, Web site

Telling Statistics
Twitter's site traffic grew 800% from March 2008 –March 2009
Facebook is on pace to pass 200 million unique visitors (up 116 percent)
MySpace is at 126 million uniques
http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising

9 million blogs 40,000 new ones/day

Why should we care?

Personally

Why In the World Would I Do This?
Since the 1960s, there is a decline of “social capital”: connections among individuals – social networks and the norms of reciprocity and trustworthiness that arise from them.
Bowling Alone by Robert Putnam
http://www.bowlingalone.com/

Anticipated reciprocity
Increased recognition
Sense of efficacy
Peter Kollack , The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace (1998)

3. Have more “friends”
Dunbar Number
Humans are hard wired on the upper limit of people we know = 150
Parasocial - Peripheral people in our network whose intimate details we follow closely online (Berkman Center for Internet and Society)
NYT Brave New World of Digital Intimacy 9.7.08 http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital%20intimacy&st=cse

4. Get answers; good referrals
Weak links are where the value is in social media
NYT Brave New World of Digital Intimacy 9.7.08 http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital%20intimacy&st=cse
http://www.boxesandarrows.com/view/social-networks

Professionally

Our clients are not saying,
“ Make us ads” or “Make us Web sites”
They’re saying,
“ Create interaction between our brand and our customers.”
That’s our job now.
Executive Creative Director of the Nike account at R/GA “Multiscreen Mad Men” New York Times 11.23.08
http://www.nytimes.com/2008/11/23/magazine/23roundtable-t.html?scp=3&sq=multimedia%20mad%20men&st=cse
Why Should We Care?

Top 6:
Be authentic
Fortify. Strengthen your current audience; engage new ones
Connect. Give your audience a reason to participate Don’t sell, sell, sell
Be remarkable Give them things to remark on
Get outside (your site) Participate in other discussions, not just your own
Embrace organic planning. Have a plan, but be ready to adjust
Why Should We Care?

Positive Example

Reinforcing their brands:
Zappos Bring “service” to life
Forrester Illustrate thought leadership & increase relevancy
What It Means

Not So Positive Example

Not So Sure Example

Brandjacking

Case Study
The Obama Brand
Why Should We Care?

The Obama Brand
“ Obama represented the starkest change from George W. Bush in style and in substance, in many ways.”
David Axelrod
Why Should We Care?

The Obama Brand RELEVANT/MATTERS Honest, open, stable PROFITABLE Campaign “owned” by many, not few OWN-ABLE Diverse background Community organizer How it fits the Criteria

Messaging Strategy:
Platform:
Change We Can Believe In
Signified: Hope
Spirit: Positive, inclusive

Social Media Approach
2008 Presidential Campaign Social Media Stats:
2,379,102 supporters 620,359 supporters 1,792 videos uploaded since 11.06 114,559 subscribers 329 videos uploaded since 2.07 28,419 subscribers 112,474 followers 4,603 followers

Most impactful videos of the campaign:
Yes We Can - Barack Obama Music Video
14,379,890 views, 404 blog posts, 293 non-liberal/bloconservative blog posts (73%)
2. Wassup 2008
5,300,606 views, 665 blog posts, 424 non-liberal/conservative blog posts (64%)

3. I Got a Crush...On Obama By Obama Girl
4. Barack Roll
5. American Stories, American Solutions: 30 Minute Special
Morningside Analytics http://tinyurl.com/66ojww

Of the top 5 influential videos:
3 were professionally produced
2 were moving
2 were funny
1 was officially from the campaign
All were remarkable.

Top 6:
Be authentic
Why Should We Care?

How do we use it?

Content Is King
Conversation Content is just something to talk about. - Corey Doctrow http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html

Social Media Strategy Matters

http://www.twitter.com/nytimes http://www.twitter.com/coloneltribune

http://almightylink.ksablan.com/2008/11/tribune-23-times-more-engaged-than-times-on-twitter/ Tweets sent vs. received Month of November 2008 @NYTimes 17,450 followers @ColonelTribune 3,955 followers

@NYTimes
17,450 followers
Great content
But same as elsewhere
@ColonelTribune
3,955 followers
Great content
Has a face
Adds a viewpoint
Queries the audience and responds

Engagement

Getting to Engagement

WHO do you want to reach?
WHAT are your objectives?
HOW will you engage in relationships?
CHOOSE your social media technologies

1. WHO do you want to reach?

Getting to Engagement: WHO
Sample Target Audiences
Prospective clients
Prospective employees
Peers
The media & bloggers
Experts

Getting to Engagement: WHO
You have to know your audience
Market research
Interviews
User personas

Getting to Engagement: WHO 21% 37% 19% 35% 69% 25%

Example: Knowing your audience http://thecaffeinatedblog.typepad.com/the_caffeinated_blog/2008/11/social-media-marketing-case-study-using-facebook-to-promote-a-professional-photography-business.html

2. WHAT are your objectives?

Planning Your Strategy: WHAT
Sample Objectives
Spread your message
Enable word of mouth marketing
Monitor brand perception
Support current customers
Gather & develop ideas
Work more efficiently

Planning Your Strategy: WHAT
Your objectives are familiar business functions
Align with business objectives that you already have:
Business plans
Branding goals
Marketing plans
Product development and support

Example: Crisis Management http://twitter.com/csmonitoronline

Example: Shift Brand Perception http://twitter.com/comcastcares

3. HOW will you engage in relationships?

Planning Your Strategy: HOW
Sample Strategies
Query your audience
Energize your advocates
Facilitate discussions
Build communities
Crowdsource ideas
Just watch

Planning Your Strategy:HOW
Make sure your engagement strategy will work for you
It has to be comfortable
It has to match your culture & personality
It has to fit with your available resources
Make it part of your work flow

Top 6:
Be authentic

Example: Making it Authentic and Personal http://blog.wellsfargo.com/wachovia/

Example: Making it Authentic and Personal http://www.mitadmissions.edu

Example: Provide Real Value http://www.facebook.com/pages/Whole-Foods-Market/24922591487?ref=s

You need a good plan
Get tactical and specific about your execution

Example: Social Media Execution
How @jowyang uses Twitter
As a shared feed reader
As a chat room
To capture events
Listening tool
How @jowyang doesn’t use Twitter
Personal minutia
Excessive personal discussion
http://www.web-strategist.com/blog/2007/11/29/how-i-use-twitter-and-you/

4. CHOOSE your social media technologies

The Technology
Dip your toes in
But remember,
The Internet never forgets…

The Technology
Evaluate the technologies:
Are your target constituencies using it?
How are they using it?
Will the technology support the ways in which you want to engage?
Is it an open platform?

Example: BB&N Senior Tiles

WHO do you want to reach?
WHAT are your objectives?
HOW will you engage in relationships?
CHOOSE your social media technologies

What does it mean?

It’s all about your brand

Have a plan:
Identify the messages
Identify messengers
Identify points of influence
Shift the discussion

Embrace engagement to succeed

http://www.corey.com
http://twitter.com/cmntweets
http://en.wikipedia.org/wiki/Corey_McPherson_Nash
http://www.facebook.com/pages/Watertown-MA/Corey-McPherson-Nash/6334917682
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Social Media and Your Business - UPDATED

by Corey McPherson Nash on Mar 12, 2009

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