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Five things that work in social media

by edward boches on May 06, 2010

1,835 views

Five things that work in social media: great content, experiences, giving people a voice,ideas that generate content, conversation strategy, and of course, the magic formula: Break things down into sm...

Five things that work in social media: great content, experiences, giving people a voice,ideas that generate content, conversation strategy, and of course, the magic formula: Break things down into small pieces so people will help. Give community members psychic reward for participating and helping. Trust the community. Don’t be afraid to ask. Smile or be optimistic or be passionate. It’s contagious.

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building experiences content things that work community involvement conversation strategy social media media socialmedia marketing edward boches

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This morning I presented at Boston’s Social Media Breakfast 17. The theme was actually engaging, motivating and mobilizing your community. None of this SoMe tedium about Twitter and platforms or joining the conversation. More about what you can actually do. I talked about what works.
Great content works. In SoMe, your product is your content. And it doesn’t have to be traditional.
This video off our security camera -- no doubt you’ve seen by now; it’s all over the web -- let us say a. we get viral (even though it’s authentic); b. we’re not afraid to have a sense of humor; c. we give people a glimpse of our culture; d. we share good, fun stuff with our thousands of followers.
The community loves good content.
You can call on them to help spread stuff around.
And, if you do it right, it goes big time. Not sure if this is live on SlideShare, but here’s Ellen deGeneris playing the video on her show.
Inventing experiences work. It’s a gift to your community, a way for them to participate, and hopefully appreciation in return.
Brandbowl got over 10,000 member of our community to join is in reviewing SB ads live.
It also get us lots of press and blog coverage.
Mobilized community to share and spread the experience.
And extended beyond the site itself.
We measured sentiment, appreciation, fan involvement, participation, and even the old stuff like impressions. There were a lot of those.
Letting people have a voice so they can promote themselves and feel good about you works well, too.
TNGG gives Gen Y a voice, inspires content and participation, offers the gift of community, and as a result generates learning and expertise for us when it comes to understanding Millennials and how they engage with brands and content. You gotta give to get.
We do the same for clients: crowdsourcing content, working in the vernacular of the community itself.
And it works. This project generated 60 videos and hundreds of thousands of views in just the first 48 hours.
Why would you ever do anything that didn’t generate more content. You can’t buy share of voice anymore, so you need to spread your content around.
GFF wanted to donate money to feeding America. In old days, would write a check and send out a press release. Instead, turn it into a community event. It created involvement, good will, and lots more content.
Even Diane Sawyer got in on the action. Think you’d get on TV without a community to help spread the word and demonstrate the excitement of this program?
Art of the Trench did the same.
Upload, comment, share, distribute. Your community is happy, motivated and you reap the rewards of involvement, connection, visibility and conversation.
Learn how to do it. SoMe is not about broadcasting and farting out messages. It’s about engagement.
Offer real value, utility, content, questions, etc. And limit your sales pitch to less than 1/3 of what you do.
There is a magic formula.
Break things down into small pieces so people will help. Give community members psychic reward for participating and helping. Trust the community. Don’t be afraid to ask. Smile or be optimistic or be passionate. It’s contagious.
And don’t forget to say thank you. Thank you.

4 Favorites

Joe Rhymer 1 year ago
mbjorn Tags socialmedia 1 year ago
dropal Tags marketing media 2 years ago
Kasim Zorlu , Digital Marketing Manager at Avea Tags social media edward boches 2 years ago

Five things that work in social media — Presentation Transcript

The ﬁve things that work @edwardboches edwardboches.com thenextgreatgeneration.com mullen.com
Great content
Inventing an experience
HOW IT WORKS 1 The brands will be ranked based on a composite score, derived from the number of tweets about a brand as well as the sentiment of those tweets. The ranking of brands will be constantly updated. 3 2 Rolling over any brand will show its composite score, 1 the number of tweets about the brand, and the popularity of the brand. 3 Log in using your Twitter ID and tweet directly from the site. (We’ll automatically include the #brandbowl hashtag.) 4 View and control the stream of tweets from everyone using the #brandbowl hashtag. 4 5 You’ll also be able to see in-depth details on any brand: a spark line, a sentiment index, and a word cloud of the most popular terms in the brand’s tweets. 5 2
103,077,298
Letting people have a voice
Conceiving ideas that generate content
Conversation strategy
March 2010 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
The magic formula
thank you