No, I don't want to be friends with my butter. Brand relationships in the social media era.Presentation Transcript
“No, I don’t want to be friends with my butter!” Re-setting the agenda for Social Media
Brand Friendships Changing Landscape Information Universe Building Better Social Experiences Case Study
Meet the most easily performed Facebook action.
Yet only 11% have “friended” a brand on Facebook.
And 41% of 18-24 say they don’t want to see profiles from brands on social networking sites.
Fan counts are misleading. 4 months 951 “likes” (0.02%) 318 comments (0.009%)
Engagement is dramatically growing. 138,000+ comments (1.7%) 71MM monthly active users
THINGS ARE CHANGING (US).
5 The World According to Google (or Eric Schmidt anyway...)
Five years from now the internet will be dominated by Chinese language content.
Today’s teenagers model how the web will work infive years – jumping from app to app to app seamlessly.
Five years is a factor of about 6 according to Moore’s Law, meaning that devices will be capable of far more by that time than they are today.
Within five years there will be broadband well above 100MB in performance – and distribution distinctions between TV, radio and the web will go away.
Media has fueled fundamental cultural shifts in what we find normal or acceptable about privacy.
Complete decentralization of social networks.
Real time information in search results on Google. Real time information in Google search results.
Expect Google’s Social Search to change the way we interact with search engines. Google’s Social Search to change the way we interact with search engines (and information).
Experiential conversation: fundamental shifts in the way we engage with each other.
Media and consumer voice with few physical boundaries.
Content organization and filtering is becoming big business.
An information universe growing by the second. 724,311,510,618,248,992,017 Bytes of information created since 01.01.2009 – IDC OR 674,567,661,000+ GB OR 84B Full 8GB iPhones 23,952,000,000,000 Bytes of information created every second (roughly) IDC Digital Information Universe Study - 2009
An old problem with brand new proportions. “ An immense and ever-increasing wealth of knowledge is scattered about the world today; knowledge that would probably suffice to solve all the mighty difficulties of our age, but it is dispersed and unorganized. We need a sort of mental clearing house for the mind: a depot where knowledge and ideas are received, sorted, summarized, digested, clarified and compared.” H. G. Wells, 1938, The Brain: Organization of the Modern World
Breaking through the clutter. Three grounding principles “Media defines us while we define media.” “We’ve shifted from media to mediated relationships.” “Connections were the constraint, we now have connections without constraints.” “The machine is (Changing) Us: YouTube and the politics of Authenticity”- Michael Wesch, Assistant Professor of Cultural Anthropology, Kansas State University.
Media defines us while we define media. Shape the outcome, don’t prescribe it. Leave predictable outcomes behind. Turn insights into motives Relinquish control Control Consumer Brand Engagement Brand/Consumer Research Online Anthropology Motives/Behavior Experience Media Distribution Creation Earned Media Connection Community Voice
We’ve shifted from media to mediated relationships. Connectivity carries communication Brands should connect, not broadcast Move beyond static listening metrics (influence, motives) Understand influence and motives “in action” Social Media an unbound source of behavioral insights Create virtual focus groups Build connectivity through behavioral contexts you can associate with Create “mediated” experiences Brand Consumers
Connections were the constraint, we now have connections without constraints. Listen to your experiences Digital listening lets you understand how media has shaped you Perform discovery against your own conversation Behavior, influencers, motives, connectivity. Convergence of listening and analytics Cross-channel, cross-metrics analysis Source correlations (sales, CRM, web analytics, call-center, buzz) Advanced techniques (language, stochastic, etc.)
Putting it all together. Queensland’s “Best Job in The World”
Why It Worked Bloggers in a hard economy, where a job could have a whole new meaning. Younger tech savvy, creative minded. Did not target travelers, but targeted advocates. Engagement motive: A reward that gets them to dream, creating an individual expression that promotes the brand. Experience motive: Self-expression, competition, prize, fame Influence “in action”: A travel story told by aspiring caretakers that spread the word to their circles. Shaping the outcome: one winner, public control, media shapes the brand Mediated experience: Queensland connected, without ever broadcasting. Leveraged the voice of the people and media. Listening: Clear opportunity to measure impact across metrics (from mere sentiment to visitors, tourism revenue, etc.)
THANK YOU!ANY QUESTIONS? Nathaniel Perez Director – Community Intelligence Twitter: @mahumbaba LinkedIn: http://www.linkedin.com/in/nathanielperez Email:email@example.com