Ads interrupt our everyday life, jumping up and down shouting, “here I am, see me, buy me!”
As a society, we are getting better and better at ignoring advertisements.
Community building – Engagement, being part of the conversation around particular topics and industry communities builds a good network of potential referrals and gets notice. Being an active brand in the marketplace = good brand image. Customers want to deal with businesses they feel a connection with.
Creating authority - by helping people, giving away info/expertise, answering questions, providing insight, etc in the social network arena a company establishes its credibility, its value, its quality. Customers look for the credible, quality brand.
SEO - When ranking, Google weighs offsite SEO (external links) 75% to 25% for onsite SEO (keywords). One of the best ways to build quality links is through blogging and social networking engagement.
What are customers or potential customers saying about your brand, or your competitors, or your industry?
When Domino’s employees posted disgusting videos on YouTube, the ensuing negative storm caught Domino’s Corporate unaware and unprepared.
Find out where your customers or people who share similar interests, values, etc are online and be there yourself.
Set objectives for your social media effort. Create the framework. What are you looking to achieve? Is it right for you? Who will be responsible? Timeframes? Milestones? Tools? How will you gauge success?
Plug the programme into the organisation. Staffing - internal or new? Working across departments. Tools, configuration, workflows. Train staff – marketing, customer services, HR, product development. Create guidelines, policies, procedures
Day to day execution of the programme. Content production and publishing. Distribution Community engagement. Customer support. Business intelligence. Market research. Monitoring.
Campaign success/failure. Impact (financial and non-financial). Departmental metrics. Individual performances within the programme. In other words, macro and micro.
Some people are worried that they will put a foot wrong when participating in social networks on behalf of the company. They are also worried about what they will encounter out there. The thing to remember is that the conversation about your brand, company or industry is happening whether you are a part of it or not. It’s best to be engaged and open; to deal with things as they arise in the conversation.
And in order to be aware of what is being said, companies should monitor the space using one of the many social media monitoring tools available.
Here, Ryvita wasn’t listening, but a small, startup competitor was.
limenoodle | consulting The new
marketing is about being found by customers when they are looking to buy what you are selling. Be found when and where your customers are looking This means on the Internet and the lips of friends
limenoodle | consulting “(When it
comes to social media) companies focus on the tools and technologies, yet fail to understand the behaviours of their own customers online. As a result, they miss the mark.” Jeremiah Owyang Forrester Research
limenoodle | consulting The power
of social media lies in people using these tools – the creation of self-organised communities of like-minded people – making it a good way for businesses to inform, understand and connect with the people who buy their products and services.
limenoodle | consulting Big megaphone:
http://www.flickr.com/photos/enigmatic/3861438084/ Woman shouting: http://www.flickr.com/photos/tranchis/3708549622/ I Can’t Hear You: http://www.flickr.com/photos/kydd/3776119485/ Squirrel and shell: http://www.flickr.com/photos/44603071@N00/2664031467/ Binoculars: http://www.flickr.com/photos/gerlos/3119891607/ MediaLab survey: MediaLab 2009, via Gemma Went, www.redcubemarketing.com Coffee house conversation: http://www.flickr.com/photos/ktylerconk/2163760529/ Hot Soup and Conversation: http://www.flickr.com/photos/mymollypop/2645590591/ Jeremiah Owyang picture: http://www.flickr.com/photos/fdevillamil/3549935134/ Crowd Kiss: http://www.flickr.com/photos/acousticskyy/3651475141/ Internet Cafe: http://www.flickr.com/photos/38692385@N03/3627938925/ Iphone: http://www.flickr.com/photos/misbehave/538367610/ Social Media Stats: econsultancy, Paul Isakson and Socialnomics: http://econsultancy.com/blog/4327-20-+-mind-blowing-social-media-statistics http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/ http://paulisakson.typepad.com/planning/ Build relationships: http://www.flickr.com/photos/slava/992547455/ Talk to the Experts: http://www.flickr.com/photos/maile/1745480/ Chain Link: http://www.flickr.com/photos/mattimattila/4001221570/ Listening Statue: http://www.flickr.com/photos/c0t0s0d0/2365909612/ Gary Vaynerchuk at Affiliate Summit West 2009: http://www.flickr.com/photos/affsum/3231433003/ Stairway to Heaven: http://www.flickr.com/photos/extranoise/169187125/ Large crowd: http://www.flickr.com/photos/michale/201079617/ Chess pieces: http://www.flickr.com/photos/felipeskroski/873506582/ Light bulbs: http://www.flickr.com/photos/sookie/101363593/ Leadership Arrow: http://www.lumaxart.com Tape Measure: http://www.flickr.com/photos/aussiegall/286709039/ The Mullet Strategy: http://www.flickr.com/photos/heyjohngreen/2570368211/ Monitor man: http://www.flickr.com/photos/23912576@N05/2962194797/ Squirrel with sign: http://www.flickr.com/photos/44603071@N00/2620293564/in/set-72157594565919039 Special thanks to Gemma Went, Eric Qualman, Paul Isakson, and Olivier Blanchard whose work I stole researched for a number of the concepts in this presentation. Notes and image credits: