Using Social Media Intelligently Presented to the PRSA National Capitol Chapter October 16, 2008
"A collection of perceptions in the mind of the consumer."
Definition from Building Brands
How Brands Are Defined
A brand represents a commitment, a promise from an entity to a stakeholder:
Verbally (orally and in print)
Visually (logo, ads, presentation)
The Big Picture
Strategy drives all corporate communications
What are the objectives?
How can the company achieve its objectives?
Which tools will best address those needs?
Does social media fit into the plan?
Social Media: Why all the hype?
Powerful tools + Easy to use + Cost effective =
Everyone can create content
With Social Media Brand Defined by…
Real product experiences
Gates Foundation: ED in ‘08
Auto Industry Social Media
GM: GMNext (www.gmnext.com)
Ford: SMRs, influencer relations, Twitter
Toyota: Open Road (blog.toyota.com)
Plus conversations about autos, gadgets and toys galore on the internet!
Common Corporate Mistakes
New shiny object syndrome
Dismissing the medium
One size fits all
Failing to understand symbiotic relationship between fourth and fifth estates (Integration!)
Corporate Control is a Myth
“ You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”
Joe Ragan, Newsradio
As quoted in “Groundswell” by Charlene Li and Josh Bernoff
09 f9 11 02 Song by Keith Burgmun, www.dinosaurlightning.com License: http://www.archive.org/details/OhNineEffNine
“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”
“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”
Target’s response to the New York Times:
“ We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
Before Integrating: When in Rome…
Community defines the medium
Who is our core constituent?
Where are they?
What interests them?
Goodwill resolves issues for people. What are those community issues?
Social Media In a Larger Communications Plan
Outstanding PR tool for third party credibility
Perception of thought leadership
Earned media throughout the long tail
Intangibles like speaking engagements
User generated case studies
Social Media In a Larger Communications Plan
A nice shot in the arm for marketing, too
Word-of-mouth customer referrals
Product marketing through crowd-sourcing, user-generated feedback
Conversations provide “live” brochures
Feedback mechanism to adjust strategy
Build relationships with the online coaster community
Build awareness for the early opening of Journey to Atlantis
Drive visitation to the SeaWorld Coaster Website
Drive views of the Journey to Atlantis video and photo assets
The Website received 78,264 visits and 170,644 page views from May through August 2007.
The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date.
Flickr photos have been viewed 102,101 times to date.
Of the initial 22 sites identified, 12 covered the ride, including Theme Park Insider, which was a high-value profile.
The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites. It is unknown how many people heard this way, but Theme Park Insider reports 2.5 million unique users a year
The coverage was largely positive in tone, with some expected negativity about ride intensity
The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day.
These riders later left positive comments on YouTube videos
ACE invited SeaWorld San Antonio to attend its annual meeting in 2008.
In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television.
With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television.
Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue.