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Presentation to UCLA Communications

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This is a presentation I made recently to a group of communications professionals from UCLA. Annotated for reading.

This is a presentation I made recently to a group of communications professionals from UCLA. Annotated for reading.

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Presentation to UCLA Communications Presentation to UCLA Communications Presentation Transcript

  • + $ ' $- $ + , * ' $% ! &* &' ) *$ $( . $ &' "1 $# 1* $* ) - " *$ $% 0 /% ! # *' " / " ! . ( 23 ( &' ")+ 2" # JOSHLEVINE REBELINDUSTRIES.COM @JLEVINE
  • SOCIAL  MEDIA   IS  LIKE  A  BILL   COSBY  JOKE...
  • SOCIAL  MEDIA   IS  LIKE  A  BILL   COSBY  JOKE... I SAID TO A GUY, "TELL ME, WHAT IS IT ABOUT COCAINE THAT MAKES IT SO WONDERFUL," AND HE SAID, "BECAUSE IT INTENSIFIES YOUR PERSONALITY."
  • SOCIAL  MEDIA   IS  LIKE  A  BILL   COSBY  JOKE... I SAID TO A GUY, "TELL ME, WHAT IS IT ABOUT COCAINE THAT MAKES IT SO WONDERFUL," AND HE SAID, "BECAUSE IT INTENSIFIES YOUR PERSONALITY." I SAID, "YES, BUT WHAT IF YOU'RE AN ASSHOLE?"
  • SOCIAL  MEDIA   IS  LIKE  A  BILL   COSBY  JOKE... I SAID TO A GUY, "TELL ME, WHAT IS IT ABOUT COCAINE THAT MAKES IT SO WONDERFUL," AND HE SAID, "BECAUSE IT INTENSIFIES YOUR PERSONALITY." I SAID, "YES, BUT WHAT IF YOU'RE AN ASSHOLE?"  A  LOT  OF  BRANDS  ARE  BEING   FORCED  TO  ASK  THEMSELVES   THE  SAME  QUESTION  AS   WORD  OF  MOUTH  BECOMES   MORE  IMPORTANT.
  • THE  REAL  GAINS   ARE  NOT  PAGE   VIEWS  AND  CPMS,   IT’S  THE   OPPORTUNITIES   THAT  COME  OUT   OF  BEING   AWESOME  AT   WHAT  YOU  DO.  —   MERLIN  MANN
  • ?
  • ? WHAT ARE YOU AWESOME AT
  • TRY TO IGNORE IT AND HOPE IT WILL GO AWAY...
  • TRY TO SHOUT LOUDER THAN THE NOISE...
  • TRY TO INTIMIDATE CONSUMERS WITH SWAGGER AND BRAVADO…
  • TRY TO INTIMIDATE CONSUMERS WITH SWAGGER AND BRAVADO… INSTEAD OF WHAT THEY SHOULD BE DOING...
  • LISTENING
  • LISTENING IS THE MOST IMPORTANT PIECE OF THIS WHOLE PUZZLE
  • LISTENING IS THE PART MOST COMPANIES GET WRONG
  • LISTENING IS NOT ONLY AN OPPORTUNITY, IT’S ALSO AN OBLIGATION
  • LISTEN TO LEARN WHO IS TALKING ABOUT YOU, WHAT THEY’RE SAYING, AND WHETHER IT’S POSITIVE, NEGATIVE, OR NEUTRAL. YOU CAN ALSO CLICK THROUGH DIRECTLY TO THE CONVERSATIONS THAT ARE HAPPENING AND ENGAGE WITH THEM.
  • DON’T JUST LISTEN FOR PEOPLE TALKING ABOUT YOUR BRAND. YOU CAN LISTEN IN ABOUT COMPETITORS OR TOPICS OF INTEREST TO YOUR AUDIENCE. YOU’RE LOOKING FOR OPPORTUNITIES TO ENGAGE. YOU’RE LOOKING FOR PEOPLE IN NEED OF WHAT YOU’RE AWESOME AT.
  • AS THE WEB BUZZED WITH THOUGHTS, OPINIONS AND SPECULATIONS ABOUT THE MINI 9, DELL STRATEGICALLY ADDED TO THE CONVERSATION WITH BITS OF PRODUCT INFORMATION OR CORRECTIONS ABOUT MISINFORMATION. THEY WERE CAREFUL, HOWEVER, TO ALLOW THE CONVERSATION TO HAPPEN AS ORGANICALLY AS POSSIBLE.
  • THEY SAW CONVERSATION INCREASE 10-FOLD IN THE MONTH BEFORE LAUNCH. IF THEY DO THIS ON AN ONGOING BASIS, THEY CAN CREATE BENCHMARKS FOR OTHER PRODUCTS AND TRACK HOW CONVERSATION CORRELATES WITH SALES OVER TIME. THEY ALSO IDENTIFIED KEY INFLUENCERS AND BUILT RELATIONSHIPS WITH THEM. THEY GOT A TRUE READ ON THE COMMUNITY.
  • DELL USES THE SOCIAL SPACE NOT JUST TO PROMOTE PRODUCTS, BUT TO SHOW THAT THEY GET IT AND DEMONSTRATE THEIR COMMITMENT TO THE SMALL BUSINESS CUSTOMER.
  • RED CROSS LISTENS IN A DIFFERENT WAY. THEIR JOB IS TO RAISE MONEY AND RECRUIT VOLUNTEERS, AND BEFORE THEY STARTED LISTENING THEY HAD A NOTION OF HOW THEY WERE PERCEIVED IN THE PUBLIC...
  • RED CROSS LISTENS IN A DIFFERENT WAY. THEIR JOB IS TO RAISE MONEY AND RECRUIT VOLUNTEERS, AND BEFORE THEY STARTED LISTENING THEY HAD A NOTION OF HOW THEY WERE PERCEIVED IN THE PUBLIC...
  • BUT WHAT THEY FOUND WAS THAT THE CONVERSATION WAS ACTUALLY QUITE DIFFERENT. AND AS THEY DUG DEEPER, THEY WERE ABLE TO GET A TRUE PULSE ON THEIR BRAND AND TAILOR THEIR MESSAGES ACCORDINGLY.
  • BUT WHAT THEY FOUND WAS THAT THE CONVERSATION WAS ACTUALLY QUITE DIFFERENT. AND AS THEY DUG DEEPER, THEY WERE ABLE TO GET A TRUE PULSE ON THEIR BRAND AND TAILOR THEIR MESSAGES ACCORDINGLY.
  • A GOOD EXAMPLE OF HOW TO LEVERAGE THE CONVERSATION THAT’S OCCURRING ORGANICALLY. THEY’VE AGGREGATED ALL OF THE CONVERSATION HAPPENING ONLINE INTO ONE PLACE USING TAGS AND KEYWORD SEARCHES, SO A USER CAN COME AND SEE ALL OF THE DISCUSSION ABOUT WINDOWS 7 ON TWITTER, FACEBOOK, BLOGS, YOUTUBE, ETC.
  • A SIMILAR PAGE FOR WHOLE FOODS. IT SHOWS THE CONVERSATION HAPPENING IN FACEBOOK AND TWITTER, AND ALSO HAS A DIRECTORY OF TWITTER ACCOUNTS FOR ALL OF THE LOCAL STORES, WHICH COULD BE USEFUL FOR THE DIFFERENT DEPARTMENTS AND SCHOOLS AT UCLA.
  • YOUTUBE PAGE LOOKS GREAT! LOTS OF CONTENT, LOTS OF VIEWS. BUT ASK YOURSELF HOW THE CONTENT MATCHES THE CONVERSATION HAPPENING ONLINE. ARE YOU GIVING PEOPLE THE CONTENT THEY WANT, OR SIMPLY THE CONTENT YOU HAVE? ARE YOU CREATING MULTIPLE CHANNELS THAT WORK TOGETHER IN AN ECO-SYSTEM? YOU HAVE THE OPPORTUNITY TO LEVERAGE THE STRENGTHS OF EACH CHANNEL TO BUILD MOMENTUM WITH YOUR AUDIENCE, IF YOU’RE LISTENING TO THEM.
  • LOOKING AT FLICKR, THERE ARE A BUNCH OF UCLA PROFILES, SOME LOOK LIKE THEY’RE CREATED BY THE SCHOOL AND OTHERS NOT. BUT YOU’LL NOTICE THAT SOME OF THEM HAVE NO CONTENT IN THEM, AND OTHERS HAVE CONTENT BUT NO CONTACTS. INSTEAD OF JUST UPLOADING PHOTOS, WHAT IF WE WENT AND FOUND THOSE PEOPLE AND LET THEM KNOW THEIR PICTURES ARE UP THERE? YOU COULD PROBABLY DO A LOT MORE TO CREATE RELATIONSHIPS THAT WAY.
  • LOOKING AT FLICKR, THERE ARE A BUNCH OF UCLA PROFILES, SOME LOOK LIKE THEY’RE CREATED BY THE SCHOOL AND OTHERS NOT. BUT YOU’LL NOTICE THAT SOME OF THEM HAVE NO CONTENT IN THEM, AND OTHERS HAVE CONTENT BUT NO CONTACTS. INSTEAD OF JUST UPLOADING PHOTOS, WHAT IF WE WENT AND FOUND THOSE PEOPLE AND LET THEM KNOW THEIR PICTURES ARE UP THERE? YOU COULD PROBABLY DO A LOT MORE TO CREATE RELATIONSHIPS THAT WAY.
  • YOU CAN SEE HERE THAT THERE’S BEEN AN EXPECTATION SET AND NOT DELIVERED.
  • GOOD PHOTOS HERE, BUT THIS COULD BE A LOT MORE POWERFUL IF WE LEVERAGE THE SOCIAL ASPECTS OF FLICKR AND ADD THE SUBJECTS’ NAMES AND CONNECT WITH THEM.
  • Clear Principles are a must to insure everyone is aligned…
  • Clear Principles are a must to insure everyone is aligned… COKE IS DOING GREAT THINGS FOR ITS BRANDS IN SOCIAL MEDIA. THIS PAGE IS AT THE CORE — POSTING ITS SOCIAL MEDIA POLICY FOR ANYONE TO SEE. A LOT OF PROGRESSIVE ORGANIZATIONS ARE DOING THIS, AND IT CAN MAKE A BIG DIFFERENCE. SEE MORE IN THEIR CASE STUDY HERE: HTTP:// WWW.SLIDESHARE.NET/ISTRATEGY/COCA-COLAS-SOCIAL-MEDIA-STRATEGY
  • Finally, Some Quick Lessons Learned… MORE VALUABLE LESSONS FROM COKE’S CASE STUDY.
  • Finally, Some Quick Lessons Learned… •SMM is a tactic and should always be in support of brand objectives MORE VALUABLE LESSONS FROM COKE’S CASE STUDY.
  • Finally, Some Quick Lessons Learned… •SMM is a tactic and should always be in support of brand objectives •These platforms change frequently and can be very disruptive MORE VALUABLE LESSONS FROM COKE’S CASE STUDY.
  • Finally, Some Quick Lessons Learned… •SMM is a tactic and should always be in support of brand objectives •These platforms change frequently and can be very disruptive •Silly to start from zero… MORE VALUABLE LESSONS FROM COKE’S CASE STUDY.
  • Finally, Some Quick Lessons Learned… •SMM is a tactic and should always be in support of brand objectives •These platforms change frequently and can be very disruptive •Silly to start from zero… •Always work with pros… There is no “sticking your toe in the water” MORE VALUABLE LESSONS FROM COKE’S CASE STUDY.
  • Finally, Some Quick Lessons Learned… •SMM is a tactic and should always be in support of brand objectives •These platforms change frequently and can be very disruptive •Silly to start from zero… •Always work with pros… There is no “sticking your toe in the water” •Moderation is a must! MORE VALUABLE LESSONS FROM COKE’S CASE STUDY.
  • Finally, Some Quick Lessons Learned… •SMM is a tactic and should always be in support of brand objectives •These platforms change frequently and can be very disruptive •Silly to start from zero… •Always work with pros… There is no “sticking your toe in the water” •Moderation is a must! •Test, Learn, Share, SCALE & REPEAT…Again, and Again, and Again MORE VALUABLE LESSONS FROM COKE’S CASE STUDY.
  • ONE MORE FROM MERLIN MANN...
  • ONE MORE FROM MERLIN MANN... DON’T  DO   SOMETHING  THAT   SEEMS   PROFITABLE  AND   POTENTIALLY   MESSES  UP  THE   REASON  THAT   PEOPLE  LIKE  YOU.
  • UCLA HAS A TREMENDOUS OPPORTUNITY TO UNLEASH A MASSIVE VOLUNTEER ARMY TO EVANGELIZE ITS BRAND. THINK ABOUT THE HUNDREDS OF THOUSANDS OF ALUMNI, STUDENTS, FACULTY, AND STAFF WHO LOVE UCLA. YOU NEED TO LISTEN TO WHAT THESE PEOPLE WANT, AND THEN ENGAGE THEM.
  • THANK YOU JOSHLEVINE REBELINDUSTRIES.COM @JLEVINE