Conversations Through Social Media - A Primer

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A primer on Social Media & how to build a social media plan. References: Groundswell (book by Forrester Analysts), Social Media Metrics, Trust Agents, ClueTrain Manifesto etc

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Conversations Through Social Media - A Primer

  1. 1. Conversations Thro‟ Social Media Srivathsan
  2. 2. Agenda: Context setting Technographics in Groundswell (Forrester term) Social Media campaigns (How to plan) Examples Career in Social Media References Being a one hour session, only at a high level social media is being discussed
  3. 3. A few thoughts! “When you can affect the behavior that produces your desired outcome, you can produce more of your desired outcome”. “Your brand is what your customers say it is”. “The value of a brand belongs to the market, and not to the company. The company in this sense is a tool to create value for the brand...Brand in this sense - it lives outside the company. When I say that the management is not prepared for dealing with the brand, it is because in their mindset they are managing a closed structure that is the company. The brand is an open structure - they don‟t know how to manage a open structure”.
  4. 4. Groundswell & Social Media Groundswell: A social trend in which people use technologies to get things they need from each other, rather than from traditional institutions like corporations. Social Media: Fostering conversation and connection between people. Eyeballs  |Awareness  Consideration  Preference  Action  Loyalty|  Buyers (items in bold – focus for social media)
  5. 5. Social Technographics Creators Critics Collectors Joiners Spectators Inactives
  6. 6. So, what is this? Joiners Spectators Inactives• Maintain profile in a social • Read blogs • None of these activities networking site • Watch video from other• Visit social networking users sites • Listen to podcasts • Read online forums • Read customer reviews / ratings
  7. 7. Other three… Creators Critics Collectors• Publish a blog • Post ratings & reviews • Use RSS feeds• Publish your own • Comment on blogs • Add tags to webpages or webpages • Contribute to online forums photos• Upload video you created • Contribute / edit articles in • "Vote" for websites online• Upload audio / music you wiki created• Write articles or stories & post them
  8. 8. Planning Take a „POST‟ approach  P – People – Assess your customers‟ social activities.  O – Objective – What needs to be achieved?  S – Strategy – Plan for how relationships with customers will change?  T – Technology – What platform to use? Whom to partner with?
  9. 9. P - People Build a team of enthusiastic people. To start with a small team. They should assess what customers‟ are talking about your brand / product / service etc
  10. 10. O - Objective From this exercise what is to be achieved? Is it…increased brand awareness, lead generation, handing customer complaints, managing a PR crisis etc? Budget and ROI
  11. 11. S - StrategySteps Explanation Use the SM for research and to better understand your customers. This goal is best suited for companies that are seeking customer insights for use in marketing &Listening development. Use the SM to spread messages about your company. Choose this goal if you are ready to extend your current digital marketing initiatives (banner ads, search ads,Talking email) to a more interactive channel Find your most enthusiastic customers, and use the SM to supercharge the power of their word of mouth. This works best for companies that know that they have brandEnergizing enthusiasts to energize. Set up SM tools to help your customers support each other. This is effective for companies with significant support costs and customers who have a natural affinity forSupporting each other. Integrate your customers into the way your business works including using their help to design your products. This is the most challenging of the five goals, and it is bestEmbracing suited to companies that have succeeded with one of the other four goals already.
  12. 12. Important questions Questions to answer before proceeding:  How will we engage our customers?  How will that engagement grow over time? General advice:  Create a plan that starts small but has room to grow  Think about consequences of your strategy  Put somebody important in charge of it  Use great care in selecting your technology and agency partners
  13. 13. Listening M.D. Anderson Hospital listened to its patient Mr Perry and improved its scheduling
  14. 14. More examples Community for AXE body spray and got insights on how men think & what language they use (main topic of discussion: girls) Main question for the company, what did the owners like aboutthese cars? How could Mini take advantage of that?
  15. 15. How to listen using technologytools and leverage vendors Set up your own private community:  A private community is like a continuously running, huge engaged focus group – a natural interaction in a setting where you can listen in.  Vendors: COMMUNISPACE, MARKET TOOLS, NETWORKED INSIGHTS Begin brand monitoring:  Hire a company to listen to the internet – blogs, discussions / forums, YouTube, and everything else – on your behalf.  Vendors: Nielson‟s BuzzMetrics, TNS‟s Cymfony
  16. 16. What can be done?…Through Listening: Find out what your brand stands for Understand how buzz is shifting Save research money; increase research responsiveness Find the sources of influence in your market Manage PR crises Generate new product and marketing ideas
  17. 17. Talking:Techniques to „talk‟ in social media: Post a viral video Engage in social networks and user generated content sites Join the blogosphere Create a community
  18. 18. Examples Blendtec P&G TIBCO
  19. 19. EnergizingEnergizing the groundswell means tapping into the power of word ofmouth by connecting with, and turning on, your most committedcustomers.Word of mouth succeeds because:  It is believable:  Testimonials from customers are far more credible than any media source  It is self-reinforcing  Hear it from one person, and it is intriguing. Hear it from five or ten, even if you didn‟t know them before, and it has to be true  It is self spreading  If a product is worth using, its word of mouth generates more word of mouth in a cascade that‟s literally exponential
  20. 20. Techniques to Energize• Tap into customers‟ enthusiasm with ratings and reviews • This works best for retail companies and others with direct customer contact. Ex: eBags• Create a community to energize your customers • This works best if your customers are passionate about the product. Ex: Constant Contact, Lego• Participate in and energize online communities of your brand enthusiasm • Example: Lego
  21. 21. Supporting & Embracing Supporting – Set up SM tools to help your customers support each other Embracing - Integrate your customers into the way your business works including using their help to design your products.
  22. 22. In all this, what to say? How different your company is? [Say No to FEATURES]  How you THINK?  How you SERVE?  How you LISTEN?  How you RESPOND?  How do you add VALUE to your MARKET? Content is King for Social Media. Answer customers‟ question while creating content – “What is in it for me?”
  23. 23. Return on Investment A big subject on its own. General metrics: Buzz generated, leads generated, brand awareness. Companies are investing in tools to make it quantifiable. If time permits, will prepare material on the same & share it.
  24. 24. Career in Social Media Social Media Marketing Manager Reputation Manager Copywriter Link Builder SEO Specialist Online Ads specialist Operations
  25. 25. References Books: Groundswell, Inbound Marketing, Social Media Metrics, The New Rules of Marketing and PR, Trust Agents Blogs:  http://mashable.com/  http://chrisbrogan.com  http://forrester.typepad.com/charleneli  http://rohitbhargava.typepad.com/weblog
  26. 26. QUESTIONS
  27. 27. THANK YOUSRIVATHSAN.SRIDHARAN@HOTMAIL.COM

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