Social Media for LA2M, David Kiley Mar 3 2010

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Companies today want a Facebook Page and Twitter Feed. Many of them aren’t sure why. They just want them because they feel they need to, or should . But after you enter the social media channels, it is crucial to have the right content. It isn’t enough to just “Be there.”
Join us at LA2M, as our speaker David Kiley shares his business-wise experience of counseling companies on how to fill their Internet-based communications channels aimed at the public and the media.

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Social Media for LA2M, David Kiley Mar 3 2010

  1. 1. How To Brand Your Business Using Social Media<br />Building Followers, Advocates, Supporters and Communities.<br />David Kiley, Chief of Brand Content, ICON Creative Technologies.<br />LA2M Lunch Ann Arbor Marketing, March 3, 2010<br />
  2. 2. Channels that allow a marketer to talk with rather than at the public.<br />Facebook<br />Twitter<br />Digg<br />Ning: Platform for group formation<br />Youtube<br />Myspace.com<br />Defining Social Media<br />
  3. 3. Think of Social Media as a never ending field of campfires.<br />The campfires are taking place whether you take part or not.<br />Ford, Toyota, Best Buy, Varsity Ford, Zingerman’s Deli/Roadhouse, Heron Hill Winery.<br />Dynamics of Social Media<br />
  4. 4. As a social individual, I can go to any campfire I want.<br />Social Media Campfire Rules<br />
  5. 5. As a social individual, I can go to any campfire I want.<br />The instinct of a big company is to buy the campfire, and invite people for free. That’s the advertising “push” model.<br />Social Media Campfire Rules<br />
  6. 6. As a social individual, I can go to any campfire I want.<br />The instinct of a big company is to buy the campfire, and invite people for free. That’s the advertising “push” model.<br />The mindset, though, for big and small companies is to be a welcome member in the circle, not the owner of the circle.<br />The challenge for anyone: You have to earn the right to stay with good stories.<br />Social Media Campfire Rules<br />
  7. 7. Ford Story<br />A hybrid approach. Ford is hosting a huge campfire, called www.fordstory.com, and filling it with content.<br />Video clips, Ford story (kind of) blog, mixing company generated posts with invited posts from customers, dealers, workers, etc.<br />Social Media: Creating Story<br />“My Ford F150 Super Cab Have Been Together For 33 Years”<br />By Cherry L. February 27, 2010<br />
  8. 8. Ford kicked off Ford Story in Fall of 2008 amidst turmoil of Congressional hearings.<br />Social Media: Impact of Story<br />
  9. 9. Ford kicked off Ford Story in Fall of 2008 amidst turmoil of Congressional hearings.<br />Strategy: Start telling our story, especially since we think we will avoid Chapter 11.<br />Social Media: Impact of Story<br />
  10. 10. Ford kicked off Ford Story in Fall of 2008 amidst turmoil of Congressional hearings.<br />Strategy: Start telling our story, especially since we think we will avoid Chapter 11.<br />Outcome: GM and Chrysler file Chapter 11. Toyota amidst devastating recall. Ford has a fully developed SM platform.<br />Social Media: Impact of Story<br />
  11. 11. Fiesta Movement<br />Social Media: Payoff<br />
  12. 12. Fiesta Movement<br />Awareness Build Without Costly Advertising<br />Social Media: Payoff<br />
  13. 13. Fiesta Movement<br />Awareness Build Without Costly Advertising<br />39% awareness among Gen Y in 16 months<br />Social Media: Payoff<br />
  14. 14. Fiesta Movement<br />Awareness Build Without Costly Advertising<br />39% awareness among Gen Y in 16 months<br />Comparison: Ford Fusion Awareness less with Gen Y after hundreds of millions in advertising over three years.<br />Social Media: Payoff<br />
  15. 15. Best Buy<br />Social Media: Open Model<br />
  16. 16. Best Buy<br />Twelpforce: Employees empowered to help the public through Twitter.<br />Trained, and employees adhere to strict protocols and policies.<br />Social media governance.<br />Social Media: Open Model<br />
  17. 17. Best Buy<br />Results<br />Top CE Retailer<br />Drove Circuit City out of business<br />Making Radio Shack nearly irrelevant<br />Branded Service in an industry known for crappy service and treatment of customers.<br />Social Media: Open Model<br />
  18. 18. Heron Hill Winery, Hammondsport, NY<br />400 fans<br />Blog by employees<br />Newsfeed<br />Cross-promotes retailers and restaurants that carry Heron Hill<br />Establishes storylines. “30 years of pruning grapevines.”<br />Social Media: Small Companies<br />
  19. 19. Ardbeg Whisky<br />Part of Moet-Hennessy<br />Global Distribution<br />4610 Facebook Fans<br />“The Committee”<br />A force of 50K people in the Ardbeg cult.<br />Ready market for high-margin limited edition products.<br />Direct marketing disguised as “membership.”<br />Opt-in marketing at its best.<br />Key to getting fans to look beyond “aged.”<br />Social Media: Small Brands<br />
  20. 20. Zingerman’s Deli<br />17,255 fans and followers on Facebook alone.<br />Newsfeed<br />Fans free to cross-promote<br />Alerts on events<br />Question and Answer about food<br />Customers, followers, advocates<br />Social Media: A2 Companies<br />
  21. 21. Biggest Obstacles to Effective Social Media<br />Turf Wars between marketing and communications<br />Social Media: Problems<br />
  22. 22. Biggest Obstacles to Effective Social Media<br />Turf Wars between marketing and communications<br />Push marketing mentality<br />Social Media: Problems<br />
  23. 23. Biggest Obstacles to Effective Social Media<br />Turf Wars between marketing and communications<br />Push marketing mentality<br />Unrealistic expectations<br />Social Media: Problems<br />
  24. 24. Biggest Obstacles to Effective Social Media<br />Turf Wars between marketing and communications<br />Push marketing mentality<br />Unrealistic expectations<br />Sales rather than brand building mentality<br />Inhospitable Environment<br />Don’t be the brand that starts handing out business card at the campfire.<br />Social Media: Problems<br />
  25. 25. HP<br />Responded to complaints that spread around the blogs that a web-cam face tracking software product was “racist,” because it didn’t detect dark-skinned African-Americans.<br />Honda<br /> Built Facebook page for Crosstour. Public responded badly to photos. Honda deleted posts. Honda employees put up posts without identifying themselves.<br />Social Media: Damage Control<br />
  26. 26. Questions To Ask:<br />Am I fostering a community?<br />What are the shared values between my brand/company and my customers/fans that I can center the channel on. Beyond the product and brand!<br />Local agriculture and sourcing?<br />Buying Michigan first?<br />Zero emissions driving<br />Opera<br />Total Fuel Savings—Home and Transportation.<br />Am I bringing people together at my fire for something other than buying my stuff?<br />Social Media: Should I….<br />
  27. 27. The fires are burning with you or without you.<br />Social Media: Just Do It<br />

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