MIMA Summit Social Marketing 101 presentation


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Social Marketing 101 presentation given by Greg Swan of Weber Shandwick and Nathan T. Wright of Lava Row at the 2009 MIMA Summit in Minneapolis, Minnesota.

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  • SOCIAL MARKETING 101: Presented at the 2009 MIMA Summit by Greg Swan (Weber Shandwick) and Nathan T. Wright (Lava Row)
  •   The Age of Spiritual Machines: By 2020 we’ll have computers that are self-aware and will demand civil rights, but in the meantime… The Tipping Point: little changes can have big effects; when small numbers of people start behaving differently, that behavior can ripple outward until a critical mass or "tipping point" is reached, changing the world. he “stickiness” factor says that there are specific ways to make a contagious message memorable; there are relatively simple changes in the presentation and structuring of information that can make a big difference in how much of an impact it makes. The Wisdom of Crowds: "under the right circumstances, groups are remarkably intelligent, and are often smarter than the smartest people in them.“ Naked Conversations: Blogs are changing the way businesses talk with their customers – the more transparent, the better The Long Tail: the big revenuedoesn't come from the handful of blockbusters so much as from the catalogue of little titles: powerlaw curve, where the vast majority of VOLUME is comprised of very few products, and the vast maority of PRODUCTS individually pull a very small number of sales. Herd: humans copy each other – whether it’s fashion or thought-leadership, it’s in our DNA to let leaders influence us Tribes: lasting and substantive change can be best effected by a tribe: a group of people connected to each other, to a leader and to an idea Here Comes Everybody: New technologies enable new kinds of groups to form., although the message is key with a “plausible promise” Trust Agents: who aren’t marketers or salespeople but are digitally savvy people who use the Web to humanize businesses using transparency, honesty, and genuine relationships. As a result, they wield enough online influence to build up or bring down a business's reputation.
  • Google Alerts: http://www.google.com/alerts Google Reader: http://reader.google.com
  • http://twitter.com/comcastcares
  • http://www.facebook.com/knoxvilleraceway
  • Know Your Audience Who is passionate about your brand? What will motivate participation? Where do they hang out online? What do they do (video/tweet/photo)? Who influences them? Know Your Brand Will this add value? Is the “ask” consistent with your brand’s core values? Will brandfluencers instantly “get it” and participate? Be transparent Open share video views, submissions Be up front with the fine print (e.g., all photos submitted may be used anywhere for infinity) Incentivize Everyone loves a horserace. Prizes are great, but.. Cash and prizes don’t always motivate as well as fame and tchotchkes Evaluate, Adjust, Repeat A two-week campaign could take 12 months to plan if done well…or two weeks. Learn today for next time.
  • Google’s new Sidewiki opens a sidebar on any web page that allows anyone to post and read comments about Web pages they are visiting. Visitors can leave comments about the web page content – both positive and negative, leave behind links or additional information, or simply express their opinions. Google says Sidewiki has an algorithm that will sort the comments – from valuable to least valuable Web site owners have little to no control over the comments. They can’t edit them. They can’t delete them. And anyone using Sidewiki will have access to all of the comments left behind. Implications: Can protesters target a company with Sidewiki comments and bombard them with negative commentary? Will companies eventually be able to buy ads on their competitor’s Sidewikis? What will happen to blatantly erroneous comments?
  • Questions?
  • MIMA Summit Social Marketing 101 presentation

    1. SOCIAL MARKETING 101 Everything you think you should already know. Presented by two people who work at:
    2. DIGITAL STRATEGIST @ WEBER SHANDWICK Counsels clients on social marketing strategies. Music blogger, citizen journalist, egoist. FOR MORE INFO, GOOGLE HIM. GREG SWAN
    3. FOUNDER @ LAVA ROW Ad agency hack for seven years, fired self in 2007. 6’2” LIKES: RYE WHISKEY, RC COLA, CRYPTOZOOLOGY. NATHAN T. WRIGHT
    5. SO ⋅ CIAL ME ⋅ D ⋅ IA DEFINITION: people having conversations online
    6. it’s an EVOLUTION of how we communicate (photo via misserion / flickr.com) the first form of social media
    7. The last 210 years of information (+10 years) (A.K.A. 220 years of marketers trying to connect businesses with publics) Source: http://www.baekdal.com/articles/Management/market-of-information/
    8. who uses SOCIAL MEDIA? AKA: Why should you care?
    9. 3 out of 4 Americans use social technology. - FORRESTER, THE GROWTH OF SOCIAL TECHNOLOGY ADOPTION, 2008
    10. 93% of social media users believe a company should have a presence in social media. - CONE, BUSINESS IN SOCIAL MEDIA, SEPTEMBER 2008 photo via victoriapeckham flickr.com
    11. Social networking is the 4 TH most popular form of online activity, ahead of personal email. - NIELSEN, GLOBAL FACES AND NETWORKED PLACES, 2009
    12. Concepts You Should Know
    14. How businesses are using social media: Business intelligence / research Reputation management Customer support Crisis communications Expanding digital footprint Lead generation User-generated content
    15. Things to consider before getting started: Have a plan. Do your research. Develop process and policy. Build a team.
    16. start with listening (photo via DerrickT / flickr.com)
    17. <ul><li>Use free tools like Google Alerts & Google Reader </li></ul><ul><li>to track mentions of your name, your company’s name, </li></ul><ul><li>competitors, relevant topics for “as-it-happens” notifications. </li></ul><ul><li>Paid services: Radian6, ScoutLabs, FiltrBox, Techrigy, Microsoft’s Looking Glass </li></ul>
    18. Google is your friend 1.26 billion search engine queries every day, globally. - Piper Jaffray & Co. Google has 72% of all U.S. searches. - Hitwise, October 2008 “ Your reputation is shaped by ten blue links on a white background.” - Andy Beal
    19. Be honest. Be responsive. Be respectful. Be human. Be enthusiastic. Don’t market. Listen and converse. Be transparent (No astroturfing). Ready to join the conversation?
    21. Choose a path that works for you. Start tweeting, blogging, livestreaming w/ purpose. Provide blog-friendly info (Top 10 lists, etc.) Share the love: Make it about others, not just you. Link to MSM, other blogs, add your two cents. Get started publishing your own content:
    23. “ MICROBLOGGING” (Blogging in 140 characters or less.) Twitter is accessed via web, IM, mobile devices and third-party apps. What is it?
    24. 24/7/365 cocktail party “ Ambient intimacy” -Leisa Reichelt “ Follow” (subscribe to) interesting people What’s the appeal?
    25. WHO CARES IF I’M EATING A SANDWICH?! (photo via randysonofrobert / flickr.com)
    26. <ul><li>Largest age population: 35-49 year olds (42%) - Nielsen Online, March 2009 </li></ul><ul><li>Fastest-growing segment: 12-24 year olds </li></ul><ul><li>comScore, September 2009 </li></ul><ul><li>Most popular among working adults </li></ul><ul><li>- Nielsen Online, March 2009 </li></ul>Who is using it?
    27. Business executives
    28. Business executives
    29. Celebrities
    30. Brands
    31. Leaders of terrorist organizations
    32. BTW: do we really want teens on Twitter? (Updates from an anonymous Chaska teenager.)
    33. Keyword monitoring (search.twitter.com) Subscribe to key influencer & advocate feeds. Tweet about areas of your business. Encourage employees to tweet. Use Twitter for media outreach. Use it for live focus groups & research. Starter moves for Twitter:
    34. … but don’t do this!
    35. Comcast has a team devoted to customer support on Twitter
    36. BE READY TO RESPOND: Twitter has broken the news cycle down to seconds @usairwaysgirl
    37. National Pork Board uses #H1N1 hashtag to influence public discourse
    39. 300 million+ users and growing. 5 billion minutes spent on Facebook each day. Women over 55 are the fastest-growing demo. Your mom will join this year. www.myparentsjoinedfacebook.com Facebook stats:
    40. Foster an organic community around your company/brand using Facebook Pages. (NOT Groups or Profiles!) Experiment with micro-targeted ads. Excellent for cause- and advocacy-related marketing. Extend Facebook functionality to your site. Starter moves for Facebook:
    43. More reasons to use Facebook Pages “ Get more fans with SMS” feature Try it! Text “fan lavarow” to 32665 (FBOOK) Text “fan perfectporridge” to 32665 (FBOOK) INSIGHTS
    45. Use it as your living, breathing resume. Fill out your profile to become more findable. Take advantage of recommendations. Research employees, competition, prospects. Position yourself as an expert (LinkedIn Answers). Utilize your social graph for introductions. Starter moves for LinkedIn:
    47. Video Networks
    48. Use simple, cheap video recording and sharing tools to educate your customers
    49. Motrin angers moms with ad campaign, took almost 3 days to respond
    50. Domino’s USA uses YouTube to respond to negative food safety incident
    51. Company Blogs
    56. “ The FTC Guides that are to be released very soon are certainly going to require disclosure by bloggers or representatives of the advertisers of material information.” - Tony DiResta Blogger outreach: Know the rules
    57. Branded Social Networks
    61. User-Generated Marketing
    63. Best practices for user-generated marketing Know your audience. What motivates them? Know your brand. Will this add value? Be transparent with the fine print. Incentivize. (Prizes, fame, etc.) Evaluate, adjust, rinse, repeat.
    64. Wikipedia
    65. Grows by 30 million words per month. 20 million homepage views per day. Critical to SEO. (usually in top 3 results of Google searches) 1% of all Wikipedia users are editors of content. Number of articles exceeds 13 million. Wikipedia stats:
    66. Don’t edit articles about you or your company. (and don’t hire someone to do it!) Factual errors? Join the discussion and cite third-party links verifying information. Monitor and subscribe to relevant entries. Be thick-skinned. Wikipedia best practices:
    67. What’s next?
    68. SmartPhones are everywhere. Apple’s exclusivity contract with AT&T ends in 2010. Participation among social networks is no longer restricted to the laptop or desktop. Next arrived yesterday.
    69. Social technology will be all around us! Wearable: In cars and planes:
    70. Social commenting will be attached to everything and “unlockable” via browser… “ The impacts are far reaching, now every web page on the Internet is social and can have consumer opinion – both positive and negative.” - Jeremiah Owyang
    71. … or mobile device (photo via moriza / flickr.com)
    72. … spawning location-based social networks
    74. See you at happy hour!! YEAH!
    75. GREG SWAN Weber Shandwick [email_address] twitter: @perfectporridge NATHAN T. WRIGHT Lava Row [email_address] twitter: @nathanTwright