DIGITAL

SOCIAL
MEDIA
DIGITAL

So what is Social Media?
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“Social Media is an umbrella
term that defines the various
activities that integrate
technology, social interaction
and the construction of words,
pictures, videos and audio”
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“Social Media is the closest thing
we have to real life in the digital
world – it’s people having
conversations online”
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We all know the usual
suspects…
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But there is an outrageous
amount of social media sites…

And the entire concept can be overwhelming
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Today’s discussion will not be a
laundry list of tactics or examples…
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We will instead focus on the behaviors that
create the foundation of social media
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Truth No. 1:
Social is a behavior, not a medium.
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Social media is not just another
siloed platform for your message
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People are inherently “social” – they talk,
they create, they share, they tell stories,
they hang out and they are curious
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Social media allows them to do these
things on a grander scale and in more
engaging ways – but it’s all about PEOPLE
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Truth No. 2:
Do something worth talking about.
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Viral is not a thing, it is an effect
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It’s not about trying to be everyone’s friend,
and it’s not about finding new areas to
place a marketing message
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Everything you do needs to be worth
talking about – simple as that
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Human emotions such as joy, surprise and
hope drove the success of these videos
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Truth No. 3:
People trust the collective more than they trust
you.
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People no longer have to rely on one
way communications from advertisers
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Of blog readers say Consider “a person like Made a purchase
they find blogs useful me” the most trusted decision based on a
for purchase source about a recommendation from a
information company Social Media Site
50% 58% 49%
Social aggregation is becoming the
preferred method of learning about
products and companies
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You know about reviews,
recommendations and ratings…
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But it’s now becoming useful in
different ways…
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Truth No. 4:
Relevant consumer passions and behaviors drive
adoption and growth.
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Understanding your consumers’ passions
and how they relate to your brand allows
for “relevant value”
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Consumer Passion
+ Your Brand
+ Relevant Value
= Brand Affinity
Help make what people already like
to do better and/or easier
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What made Nike+ a success?
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Truth No. 5:
Social media spans time.
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The “Google Effect”
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Remember this episode? It’s also
referenced in Wikipedia
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Social media can help throughout
the entire customer lifecycle and
evolution, not just the beginning
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Truth No. 6:
Failure is the secret to success.
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The traditional business model was to
focus on one thing and execute it perfectly
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But with social media, it’s often better to
have lots of little ideas and see what works
“Do THEN Learn”
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This doesn’t mean go in
blind – it means don’t
overanalyze, and
continually refine your
approach
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Remember “Elf Yourself”?
Guess how many other initiatives Office
Max launched at the same time…
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Truth No. 7:
Focus on listening, not on talking.
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People are already talking about your
brand/product – pay attention to what
they’re saying
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Apply learnings to improve your business
and make your offering better
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Starbucks invited their customers to
take part in their business
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Social media as an ongoing research tool
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It is now possible to monitor conversations
and aggregate online chatter into usable data
and information
Image: Visible Technologies
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Truth No. 8:
You have to give a little to gain a lot.
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The reluctance to confront risk
must be overcome
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These conversations are happening
whether or not the brand takes place
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Your consumers will reward your efforts
with greater trust and affinity
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“Dell Hell” forced the company to make
drastic changes – and they are starting to
reap the benefits
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Truth No. 9:
Measuring success is a different game.
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Old-school metrics don’t really get
to the heart of the matter for social
media initiatives
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It’s no longer just about getting their attention…
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It’s more about
engagement and
social value – how do
you measure
happiness?
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A Quick Review:
1: Social is a behavior, not a medium
2: Do something worth talking about
3: People trust the collective more than they trust you
4: Relevant consumer passions and behaviors drive
adoption and growth
5: Social media spans time
6: Failure is the secret to success
7: Focus on listening, not on talking
8: You have to give a little to gain a lot
9: Measuring success is a different game
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Understanding these behaviors can help
shape your digital brand and drive your
relationship with consumers

Thank You.
Continue the conversation…