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

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

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

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

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

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

Overall Look & Feel • Community Outreach • Social Media • Public Relations • Online/Off-line Communication Pieces

The Way CMN Thinks About Brand Criteria

Criteria

What is Social Media 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

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

What is Social Media 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

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

What is Social Media 9 million blogs 40,000 new ones/day

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/

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/

Why In the World Would I Do This? Anticipated reciprocity Increased recognition Sense of efficacy Peter Kollack , The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace (1998)

Anticipated reciprocity

Increased recognition

Sense of efficacy

Peter Kollack , The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace (1998)

Why In the World Would I Do This?

Why In the World Would I Do This?

Why In the World Would I Do This? 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

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

Why In the World Would I Do This? 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

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?

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

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?

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

Positive Example

Positive Example

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

Reinforcing their brands:

Zappos Bring “service” to life

Forrester Illustrate thought leadership & increase relevancy

Not So Positive Example

Not So Positive Example

Not So Sure Example

Not So Sure Example

Brandjacking

Brandjacking

Case Study The Obama Brand Why Should We Care?

Case Study

The Obama Brand

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

“ Obama represented the starkest change from George W. Bush in style and in substance, in many ways.”

David Axelrod

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

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

Social Media Approach

2008 Presidential Campaign Social Media Stats:

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%)

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 12,278,288 views, 259 blog posts, 164 non-liberal/conservative blog posts (63%) 4. Barack Roll 2,858,259 views, 263 blog posts, 163 non-liberal/conservative blog posts (62%) 5. American Stories, American Solutions: 30 Minute Special 1,932,787 views, 547 blog posts, 314 non-liberal/conservative blog posts (57%) Morningside Analytics http://tinyurl.com/66ojww

3. I Got a Crush...On Obama By Obama Girl

12,278,288 views, 259 blog posts, 164 non-liberal/conservative blog posts (63%)

4. Barack Roll

2,858,259 views, 263 blog posts, 163 non-liberal/conservative blog posts (62%)

5. American Stories, American Solutions: 30 Minute Special

1,932,787 views, 547 blog posts, 314 non-liberal/conservative blog posts (57%)

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.

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 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?

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

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

Content Is King

Social Media Strategy Matters

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

@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

Engagement

Getting to 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

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?

1. WHO do you want to reach?

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

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

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?

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

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

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?

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

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

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 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 Planning Your Strategy: HOW

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

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

Planning Your Strategy: HOW You need a good plan Get tactical and specific about your execution

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/

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

4. CHOOSE your social media technologies

4. CHOOSE your social media technologies

Getting to Engagement

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

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?

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

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

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

It’s all about your brand

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

Have a plan:

Identify the messages

Identify messengers

Identify points of influence

Shift the discussion

Embrace engagement to succeed

Embrace engagement to succeed

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