buzz “The act of consumers providing information to consumers”
buzz Get people talking about how wonderful your service is.
sharing buzz THE OLD WAY: Word of Mouth Beeman tells 10 other bees = Total 11 They then each tell 3 more (+33) = 44 They each tell 1 more (+44) Total Brand Impressions: 88 BuzzKill after 3-5 iterations.
sharing buzz THE NEW WAY: Word of MOUSE Beeman posts to Facebook to 99 friends = 100 10% of those friends “Like”/Comment = 110 Those people’s 100 friends see this (+1000)… Total Brand Impressions: Total 1,100 BuzzKill after 30-50 iterations.
Belief-Based Buddy Buzz! 1. Brand is a Promise 2. Promise requires Trust 3. Social Marketing Trust is Earned because of USEFUL Content 4. Buzz is SPREAD BEST by the Influencers!
Access to other people’s networks via “Introductions” = Trust
As of Oct 2009 – 50 million users 12 million are small business owners All Fortune 500 Companies are represented – with C-Level and above 20+ Connections = 34x more opportunities
Close your eyes…
communal “promotion” of self and others
anyone can claim the title “expert”
enough time to say “hi” and check in
Friend Requests = Trust
Conversational (‘likes’ and ‘comments’)
Brands represented by “Pages”
Common Interests & Collaboration in “Groups”
350 million users – 175 million log on every day 35-55 fastest growing age group Median age 33 – up from 26 in May 2008 70% retention rate
Get OUT of MySpace!
Good for Kids & Bands
That’s about it.
Close your eyes…
Work in your groups to come up with FOUR words or phrases that describe an effective billboard. The person whose first name is closest to “B” should write them on post-its and bring them up. You have 3 minutes to work. Then your team captain will bring them up.
140 characters or less
Must be Valuable
Follow / Follow-Back
Stand out from the Clutter
Uses #hashtags for common interest
FEED to Other Services!
19% of internet users use twitter 26 million users every day Median age – 31 60% abandon rate
Must have value
Your publications & news
Also can be used as your “Website”
‘Feed’ & Promote via other channels.
Twitter, Facebook, LinkedIn Integration
We use Wordpress.
So how can these help me grow my business? Let’s Review.
BRAND Define your brand. It’s a promise wrapped in an experience. What type of experience will those who interact with your brand ALWAYS have?
buzz Find a way to Create Buzz. Make sure it fits within your brand promise. Make it “Shareable” – Consumer-to-Consumer Reinforce other people’s good Buzz!
Board Room Create a Profile, Keep it Very Professional Download the LinkedIn “App” so you can keep in contact with your peers “on the move” Respond to LinkedIn “Answers” – Be an Expert Get recommended. Connect to Twitter. Log in at least once a week.
Backyard BBQ Create a Profile, Keep it Very Professional Download the LinkedIn “Facebook” so you can keep in contact with your peers “on the move” Comment and “Like” things that are professional Don’t play games (if you do, don’t publish this!) Connect to Twitter. Create a post when you do new blog posts. Log in at least once a day. Post meaningful, helpful or good-buzz-making statuses.
The Bar Run away and don’t look back.
Billboard Create a Profile, Keep it Very Professional “Tweet” and “Re-Tweet” Helpful Information “Tweet” when you do new blog posts. Sign up for SocialOomph and use it to “monitor” your brand. Log in at least once a day. Use a mobile “App” to tweet on the move.
Blog This is really your personal newsletter on the web. Newsletter-quality content Check regularly for “feedback” Post at least twice a month if not weekly. (Daily is better) Attribute other people’s works appropriately. Feed into Facebook, Twitter, etc.
What’s the B-B-B-Buzz?!A Social Marketing Primer John W. Dawe, CFREPresident of Dawe Consulting, LLCjohn@daweconsulting.com www.daweconsulting.comTwitter/Facebook/LinkedIN: johndawePhone/SMS: 570.763.9876