Social Media and Your Business - UPDATED

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Social Media, the "building" of shared meaning among communities, is becoming more pervasive in our personal and professional lives. Facebook, Twitter, Flickr are common day references.

As a branding and design firm, Corey McPherson Nash uses social media to project who they are, how they think, and what they're up to. CMN engages their clients (and prospective clients) in social media to better understand the client's brand and audiences. Learn various approaches to social media: is it appropriate for you? how do you build an audience? Is it worth your time?

Corey McPherson Nash, a national branding and design firm, helps organizations achieve measurable brand equity across a wide variety of print and interactive communications. Widely recognized for its thoughtful design and strategic insights into the critical task of brand iteration and creative development, it is the branding studio of choice for a wide range of leading business, educational, and cultural institutions.

Published in: Business, Technology, Sports

Social Media and Your Business - UPDATED

  1. 1. Social Media and Your Business Follow us on Twitter: @cmntweets Hashtag for today: #cmnsocmed Blog: http://www.corey.com/whatisthoughtful
  2. 2. Agenda <ul><li>What is it? </li></ul><ul><li>Why should we care? </li></ul><ul><ul><li>Personally </li></ul></ul><ul><ul><li>Professionally </li></ul></ul><ul><li>How do we use it? </li></ul><ul><li>What it means </li></ul>
  3. 3. Agenda <ul><li>Rules of today: </li></ul><ul><li>We believe in walking the walk </li></ul><ul><ul><li>Live Tweeting #cmnsocmed </li></ul></ul><ul><ul><li>Continue the conversation </li></ul></ul><ul><ul><li>http://www.corey.com/whatisthoughtful </li></ul></ul>
  4. 4. What is it?
  5. 5. Agenda <ul><li>Social Media Interrupts: </li></ul><ul><ul><li>Isolation </li></ul></ul><ul><ul><li>Control </li></ul></ul><ul><ul><li>Hierarchy </li></ul></ul><ul><ul><li>Jascha Franklin-Hodge, Chief Technology Officer & Founding Partner, Blue State Digital </li></ul></ul>
  6. 6. What is Social Media <ul><li>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 </li></ul>shared meaning among communities, as people share their stories and experiences. Creating a shared meaning is about creating a distinct, compelling and meaningful BRAND
  7. 7. 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 <ul><li>Overall Look & Feel • Community Outreach • Social Media • Public Relations • Online/Off-line Communication Pieces </li></ul>
  8. 8. The Way CMN Thinks About Brand <ul><li>Criteria </li></ul>
  9. 9. What is Social Media <ul><li>What it is </li></ul><ul><li>Transparency </li></ul><ul><li>Low barrier to entry </li></ul><ul><li>Engagement </li></ul><ul><li>Blog, Flickr, Facebook, Twitter, YouTube </li></ul><ul><li>What it is not </li></ul><ul><li>Only what we want people to know </li></ul><ul><li>Difficult to use </li></ul><ul><li>Broadcast, one-way street </li></ul><ul><li>Email, IM, podcast, RSS, print newspaper, Web site </li></ul>
  10. 10. What is Social Media <ul><li>Telling Statistics </li></ul><ul><li>Twitter's site traffic grew 800% from March 2008 –March 2009 </li></ul><ul><li>Facebook is on pace to pass 200 million unique visitors (up 116 percent) </li></ul><ul><li>MySpace is at 126 million uniques </li></ul><ul><li>http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising </li></ul>
  11. 11. What is Social Media <ul><li>9 million blogs 40,000 new ones/day </li></ul>
  12. 12. Why should we care?
  13. 13. Personally
  14. 14. Why In the World Would I Do This? <ul><li>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. </li></ul><ul><li>Bowling Alone by Robert Putnam </li></ul><ul><li>http://www.bowlingalone.com/ </li></ul>
  15. 15. Why In the World Would I Do This? <ul><li>Anticipated reciprocity </li></ul><ul><li>Increased recognition </li></ul><ul><li>Sense of efficacy </li></ul><ul><li>Peter Kollack , The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace (1998) </li></ul>
  16. 16. Why In the World Would I Do This?
  17. 17. Why In the World Would I Do This?
  18. 18. Why In the World Would I Do This? <ul><li>3. Have more “friends” </li></ul><ul><ul><li>Dunbar Number </li></ul></ul><ul><ul><ul><li>Humans are hard wired on the upper limit of people we know = 150 </li></ul></ul></ul><ul><ul><ul><li>Parasocial - Peripheral people in our network whose intimate details we follow closely online (Berkman Center for Internet and Society) </li></ul></ul></ul><ul><ul><ul><li>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 </li></ul></ul></ul>
  19. 19. Why In the World Would I Do This? <ul><li>4. Get answers; good referrals </li></ul><ul><ul><li>Weak links are where the value is in social media </li></ul></ul><ul><ul><ul><li>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 </li></ul></ul></ul><ul><ul><ul><li>http://www.boxesandarrows.com/view/social-networks </li></ul></ul></ul>
  20. 20. Professionally
  21. 21. <ul><li>Our clients are not saying, </li></ul><ul><li>“ Make us ads” or “Make us Web sites” </li></ul><ul><li>They’re saying, </li></ul><ul><li>“ Create interaction between our brand and our customers.” </li></ul><ul><li>That’s our job now. </li></ul><ul><li>Executive Creative Director of the Nike account at R/GA “Multiscreen Mad Men” New York Times 11.23.08 </li></ul><ul><li>http://www.nytimes.com/2008/11/23/magazine/23roundtable-t.html?scp=3&sq=multimedia%20mad%20men&st=cse </li></ul>Why Should We Care?
  22. 22. <ul><li>Top 6: </li></ul><ul><li>Be authentic </li></ul><ul><li>Fortify. Strengthen your current audience; engage new ones </li></ul><ul><li>Connect. Give your audience a reason to participate Don’t sell, sell, sell </li></ul><ul><li>Be remarkable Give them things to remark on </li></ul><ul><li>Get outside (your site) Participate in other discussions, not just your own </li></ul><ul><li>Embrace organic planning. Have a plan, but be ready to adjust </li></ul>Why Should We Care?
  23. 23. <ul><li>Positive Example </li></ul>
  24. 30. <ul><li>Reinforcing their brands: </li></ul><ul><li>Zappos Bring “service” to life </li></ul><ul><li>Forrester Illustrate thought leadership & increase relevancy </li></ul>What It Means
  25. 31. <ul><li>Not So Positive Example </li></ul>
  26. 34. <ul><li>Not So Sure Example </li></ul>
  27. 35. <ul><li>Brandjacking </li></ul>
  28. 38. <ul><li>Case Study </li></ul><ul><li>The Obama Brand </li></ul>Why Should We Care?
  29. 39. <ul><li>The Obama Brand </li></ul><ul><li>“ Obama represented the starkest change from George W. Bush in style and in substance, in many ways.” </li></ul><ul><li>David Axelrod </li></ul>Why Should We Care?
  30. 40. 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
  31. 41. <ul><li>Messaging Strategy: </li></ul><ul><li>Platform: </li></ul><ul><li>Change We Can Believe In </li></ul><ul><li>Signified: Hope </li></ul><ul><li>Spirit: Positive, inclusive </li></ul>
  32. 44. <ul><li>Social Media Approach </li></ul><ul><li>2008 Presidential Campaign Social Media Stats: </li></ul>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
  33. 45. <ul><li>Most impactful videos of the campaign: </li></ul><ul><li>Yes We Can - Barack Obama Music Video </li></ul><ul><li>14,379,890 views, 404 blog posts, 293 non-liberal/bloconservative blog posts (73%) </li></ul><ul><li>2. Wassup 2008 </li></ul><ul><li>5,300,606 views, 665 blog posts, 424 non-liberal/conservative blog posts (64%) </li></ul>
  34. 46. <ul><li>3. I Got a Crush...On Obama By Obama Girl </li></ul><ul><li>12,278,288 views, 259 blog posts, 164 non-liberal/conservative blog posts (63%) </li></ul><ul><li>4. Barack Roll </li></ul><ul><li>2,858,259 views, 263 blog posts, 163 non-liberal/conservative blog posts (62%) </li></ul><ul><li>5. American Stories, American Solutions: 30 Minute Special </li></ul><ul><li>1,932,787 views, 547 blog posts, 314 non-liberal/conservative blog posts (57%) </li></ul><ul><li>Morningside Analytics http://tinyurl.com/66ojww </li></ul>
  35. 47. <ul><li>Of the top 5 influential videos: </li></ul><ul><li>3 were professionally produced </li></ul><ul><li>2 were moving </li></ul><ul><li>2 were funny </li></ul><ul><li>1 was officially from the campaign </li></ul><ul><li>All were remarkable. </li></ul>
  36. 48. <ul><li>Top 6: </li></ul><ul><li>Be authentic </li></ul><ul><li>Fortify. Strengthen your current audience; engage new ones </li></ul><ul><li>Connect. Give your audience a reason to participate Don’t sell, sell, sell </li></ul><ul><li>Be remarkable Give them things to remark on </li></ul><ul><li>Get outside (your site) Participate in other discussions, not just your own </li></ul><ul><li>Embrace organic planning. Have a plan, but be ready to adjust </li></ul>Why Should We Care?
  37. 49. How do we use it?
  38. 50. <ul><li>Content Is King </li></ul>Conversation Content is just something to talk about. - Corey Doctrow http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html
  39. 51. <ul><li>Social Media Strategy Matters </li></ul>
  40. 53. http://www.twitter.com/nytimes http://www.twitter.com/coloneltribune
  41. 54. 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
  42. 57. <ul><li>@NYTimes </li></ul><ul><li>17,450 followers </li></ul><ul><li>Great content </li></ul><ul><li>But same as elsewhere </li></ul><ul><li>@ColonelTribune </li></ul><ul><li>3,955 followers </li></ul><ul><li>Great content </li></ul><ul><li>Has a face </li></ul><ul><li>Adds a viewpoint </li></ul><ul><li>Queries the audience and responds </li></ul>
  43. 58. <ul><li>Engagement </li></ul>
  44. 59. Getting to Engagement
  45. 60. Getting to Engagement <ul><li>WHO do you want to reach? </li></ul><ul><li>WHAT are your objectives? </li></ul><ul><li>HOW will you engage in relationships? </li></ul><ul><li>CHOOSE your social media technologies </li></ul>
  46. 61. <ul><li>1. WHO do you want to reach? </li></ul>
  47. 62. Getting to Engagement: WHO <ul><li>Sample Target Audiences </li></ul><ul><ul><li>Prospective clients </li></ul></ul><ul><ul><li>Prospective employees </li></ul></ul><ul><ul><li>Peers </li></ul></ul><ul><ul><li>The media & bloggers </li></ul></ul><ul><ul><li>Experts </li></ul></ul>
  48. 63. Getting to Engagement: WHO <ul><li>You have to know your audience </li></ul><ul><ul><li>Market research </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>User personas </li></ul></ul>
  49. 64. Getting to Engagement: WHO 21% 37% 19% 35% 69% 25%
  50. 65. 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
  51. 66. <ul><li>2. WHAT are your objectives? </li></ul>
  52. 67. Planning Your Strategy: WHAT <ul><li>Sample Objectives </li></ul><ul><ul><li>Spread your message </li></ul></ul><ul><ul><li>Enable word of mouth marketing </li></ul></ul><ul><ul><li>Monitor brand perception </li></ul></ul><ul><ul><li>Support current customers </li></ul></ul><ul><ul><li>Gather & develop ideas </li></ul></ul><ul><ul><li>Work more efficiently </li></ul></ul>
  53. 68. Planning Your Strategy: WHAT <ul><li>Your objectives are familiar business functions </li></ul><ul><li>Align with business objectives that you already have: </li></ul><ul><ul><li>Business plans </li></ul></ul><ul><ul><li>Branding goals </li></ul></ul><ul><ul><li>Marketing plans </li></ul></ul><ul><ul><li>Product development and support </li></ul></ul>
  54. 69. Example: Crisis Management http://twitter.com/csmonitoronline
  55. 70. Example: Shift Brand Perception http://twitter.com/comcastcares
  56. 71. <ul><li>3. HOW will you engage in relationships? </li></ul>
  57. 72. Planning Your Strategy: HOW <ul><li>Sample Strategies </li></ul><ul><ul><li>Query your audience </li></ul></ul><ul><ul><li>Energize your advocates </li></ul></ul><ul><ul><li>Facilitate discussions </li></ul></ul><ul><ul><li>Build communities </li></ul></ul><ul><ul><li>Crowdsource ideas </li></ul></ul><ul><ul><li>Just watch </li></ul></ul>
  58. 73. Planning Your Strategy:HOW <ul><li>Make sure your engagement strategy will work for you </li></ul><ul><ul><li>It has to be comfortable </li></ul></ul><ul><ul><li>It has to match your culture & personality </li></ul></ul><ul><ul><li>It has to fit with your available resources </li></ul></ul><ul><ul><li>Make it part of your work flow </li></ul></ul>
  59. 74. <ul><li>Top 6: </li></ul><ul><li>Be authentic </li></ul><ul><li>Fortify. Strengthen your current audience; engage new ones </li></ul><ul><li>Connect. Give your audience a reason to participate Don’t sell, sell, sell </li></ul><ul><li>Be remarkable Give them things to remark on </li></ul><ul><li>Get outside (your site) Participate in other discussions, not just your own </li></ul><ul><li>Embrace organic planning. Have a plan, but be ready to adjust </li></ul>Planning Your Strategy: HOW
  60. 75. Example: Making it Authentic and Personal http://blog.wellsfargo.com/wachovia/
  61. 76. Example: Making it Authentic and Personal http://www.mitadmissions.edu
  62. 77. Example: Provide Real Value http://www.facebook.com/pages/Whole-Foods-Market/24922591487?ref=s
  63. 78. Planning Your Strategy: HOW <ul><li>You need a good plan </li></ul><ul><li>Get tactical and specific about your execution </li></ul>
  64. 79. Example: Social Media Execution <ul><li>How @jowyang uses Twitter </li></ul><ul><ul><li>As a shared feed reader </li></ul></ul><ul><ul><li>As a chat room </li></ul></ul><ul><ul><li>To capture events </li></ul></ul><ul><ul><li>Listening tool </li></ul></ul><ul><li>How @jowyang doesn’t use Twitter </li></ul><ul><ul><li>Personal minutia </li></ul></ul><ul><ul><li>Excessive personal discussion </li></ul></ul>http://www.web-strategist.com/blog/2007/11/29/how-i-use-twitter-and-you/
  65. 80. <ul><li>4. CHOOSE your social media technologies </li></ul>
  66. 81. Getting to Engagement
  67. 82. The Technology <ul><li>Dip your toes in </li></ul><ul><li>But remember, </li></ul><ul><li>The Internet never forgets… </li></ul>
  68. 83. The Technology <ul><li>Evaluate the technologies: </li></ul><ul><ul><li>Are your target constituencies using it? </li></ul></ul><ul><ul><li>How are they using it? </li></ul></ul><ul><ul><li>Will the technology support the ways in which you want to engage? </li></ul></ul><ul><ul><li>Is it an open platform? </li></ul></ul>
  69. 84. Example: BB&N Senior Tiles
  70. 85. Getting to Engagement <ul><li>WHO do you want to reach? </li></ul><ul><li>WHAT are your objectives? </li></ul><ul><li>HOW will you engage in relationships? </li></ul><ul><li>CHOOSE your social media technologies </li></ul>
  71. 86. What does it mean?
  72. 87. <ul><li>It’s all about your brand </li></ul>
  73. 88. <ul><li>Have a plan: </li></ul><ul><li>Identify the messages </li></ul><ul><li>Identify messengers </li></ul><ul><li>Identify points of influence </li></ul><ul><li>Shift the discussion </li></ul>
  74. 89. <ul><li>Embrace engagement to succeed </li></ul>
  75. 90. <ul><li>http://www.corey.com </li></ul><ul><li>http://twitter.com/cmntweets </li></ul><ul><li>http://en.wikipedia.org/wiki/Corey_McPherson_Nash </li></ul><ul><li>http://www.facebook.com/pages/Watertown-MA/Corey-McPherson-Nash/6334917682 </li></ul><ul><li>http://www.flickr.com/photos/26011447@N03/ </li></ul>

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