Chamber Lunch Time Learning presentation

BRAND VULNERABILITY TO SOCIAL MEDIA AND HOW WE MANAGE IT.

THE FLINT GROUP
HatlingFlint (St. Cloud)
WestmorelandFlint (Duluth)
Flint Interactive (Duluth)
Flint Communications (Fargo)
SimmonsFlint (Grand Forks)
AadlandFlint (Anchorage)
AdFarm (Agribusiness Marketing: Calgary, Alberta; Guelph, Ontario; Kansas City; Fargo)
Media Productions (A/V + Events: Fargo)
Praxis Strategy Group (Economic Development: Grand Forks)

New Consumption Models WORK Virtual Office WiFi Connected Anywhere OOH / RETAIL Digital Billboards RFID HDTV Blu-Ray DVR Gaming IPTV Virtual Worlds Social Software Online Video Podcasting User-Generated Content RFID Blogging Office Wikis RSS WiFi/connectivity Personalization Interactive Kiosks MOBILE / AUTO 3G/4G Mobile Devices GPS Mobile Video WiFi Text Messaging HOME

THE DIGITAL EXPERIENCE IS EVOLVING

YOUR COMPANY WEBSITE

SMS Campaign
Mobile Content
Downloadable Apps
Ringtones/Wallpaper
WAP Ads
Search Engine Optimization Kiosks Branded Utilities/Widgets RSS WEBSITES ONLINE MEDIA SOCIAL MOBILE AV Microsites Online Training Systems Search Engine Marketing DATABASE DEVLOPMENT Flash-Rich Applications YOUR COMPANY WEBSITE
Tagging
Twitter
Wikis
Ratings & Reviews
Social Search Engines
Social News/Bookmarking
BLOGS/Vlogs
Standard Banners
Rich Media
Integrated Placement
Targeted
Streaming Video
Streaming Audio
Podcasts
Pre-Roll
Online Video

YOUR CUSTOMERS ARE USING THIS STUFF!

Community Search
Citysearch.com
Nextstop.com
Yelp.com
Merchantcircle.com
Urbanspoon.com
MORE!!

Why should you care?
These are your consumers and this is where they are spending their time.
You need to talk to them (and listen) where they are, not where you want them to be.

It’s cool
It’s the “new” thing
It’s the “future”
We “need to be in it”
Digital is not important because: It is important because…

It’s how we are consuming media. Source: Ball State University Center for Media Design

Source: Arbitron/Edison Media Research and comScore

These emerging behaviors pose a new challenge to today’s marketer.
Marketers don’t understand channels where they have to talk and listen at the same time.
Marketers idea of 2-way communication is an 800 number or a web address, then wait to take orders!

What do you do in the new social media world?

What is social media?
The technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself.

What social media is not.
A fad, a passing phase, trendy.
Humans are social creatures.
Don’t be surprised by adoption.
Technology has allowed us to act on our social instincts.
It is NOT going away anytime soon!

Social News/ Bookmarking
Social Media
Chat Rooms
Message Boards
Blogs/ Video Blogs
Widgets
Social Networks
Content Sharing
Social Search Engines
Podcast/ Vcast
Ratings &
Reviews

Social media is for the young…. Club Penguin (4 million 8-14 year old visitors/month) kept a child, who was in the hospital for five months, connected with his then-distant friends.

And the old…. YouTube broadcaster, 79-year-old Peter Oakley known as Geriatric1927 , made his debut in August 2006 with a video series called ‘Telling It All’. His videos have been seen over five million times

Now What?

How to get involved.
The Four Step Process
Research and Learn
Develop a Strategy
Let Go (and embrace the change)
Participate

Research and Learn.

Free Listening Tools.

Free Listening Tools.
Blogsearch.google.com
Tweetbeep.com
Google.com/alerts
Boardreader.com
Backtype.com

Advanced Listening.

Comments on YOUR site
Do you have a public comments or feedback section on your site?
You do now!
Google.com/sidewiki
Brand vulnerability on a new scale

Continually Monitor Social Media
Know what is being said all the time
DAILY (or more often), not monthly
Identify potential issues quickly
Address these issues with the consumer
Identify the top online influencers and reach out to them

Develop a strategy.

What is a social media strategy?
Reflective of your corporate purpose
Integrates with all customer touch points
Establishes protocols to follow
Identifies points of measurement
Allocates appropriate resources
Defines appropriate timelines

As practical and important as your business or marketing strategy planning!
Similar processes to planning.
So why separate?
The significant cross-over among functions require a different perspective.

What is a social media strategy?

Social media strategy planning
What’s the point?
What is your relationship with the audience?
How does the audience use social media?

Social media strategy planning
What is your differentiation?
How will you be human?
Metrics to measure success?

Embrace change and PARTICIPATE.

IN SUMMARY

The New Media Strategy
Monitoring is not a monthly thing, it has to be done daily (if not more often)
Strategy first, tactics second
Know how you are going to address different types of conversations before they happen, and who is going to address them
Social media is not free, it takes time to monitor and engage. Before you jump in, make sure you are ready for the commitment.

Interesting case study:
convinceandconvert.com (search for us speedskating)
http://www.youtube.com/usspeedskating
http://www.facebook.com/USSpeedskating
http://twitter.com/USSpeedskating
www.Colbertnation.com
www.techrigy.com (social media monitoring tool)

Chamber Lunch Time Learning presentation

by Flint Group on Mar 05, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 7

Statistics

Chamber Lunch Time Learning presentation — Presentation Transcript