What can we say when the consumer isn't just listening? (Canberra edition)

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Breakfast Seminar Series Event Presentation. …

Breakfast Seminar Series Event Presentation.

Based on recent work into the content of conversations on Twitter and other social media platforms, Dr Stephen Dann presents a way of seeing what has been said, what you can say, and how to answer the social media writer’s block of “but what do I talk about?”.

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Transcript

  • 1. Alumni Breakfast Seminar
    • College of Business and Economics presents
  • 2. Dr Stephen Dann
    • @stephendann
    • [email_address]
  • 3. What can we say when the consumer isn't just listening?
    • Social Media and the Marketing Conversation
  • 4. Isn’t just listening Not isn’t listening
  • 5. It’s okay, it’s not journalism, it’s just opinion It’s talkback radio without the radio
  • 6. The rules of Engagement
  • 7.
    • You do not become a
    • Social Media Expert Guru .
    Rule 1: No #SMEG SMEG Awareness Ribbon
  • 8.
    • Follower counts are irrelevant
    Rule 2: Followers count
  • 9.
    • Don’t say viral. Or sticky. Don’t even think “authentically viral and sticky”
    Rule 3: Never plan the organic
  • 10. No adding the letters “Tw” to random words
    • #SMEG
  • 11. Now, about that social media…
  • 12. http://www.intersectionconsulting.com/blog/?p=797
  • 13. Content Planning / Objectives
    • Where? (ft who and why)
    • What? (ft when and how)
    • Now what? (Who answers back)
  • 14. Where?
    • Content planning and social media objectives
  • 15.  
  • 16. Speaking of… http://www.mr-mojo-risin.net/2011/07/03/free-social-media-icons-revisited/
  • 17. Ever had the feeling you missed a spot?
  • 18. What to say…
    • Content planning and social media objectives
  • 19. Focusing on Twitter
  • 20.  
  • 21. Based on prior research…
    • Content
      • 12,000+ manually coded tweets
    • Context
      • Sporting events
      • QLD disasters (h/t @qpsmedia)
      • Conferences and events
      • Personal timelines
  • 22.  
  • 23. @replies action, query, referral and response.
    • Talking with the customer
  • 24. sport, transport, weather and natural disasters
    • Telling the story
  • 25. announcements, #hashtagged events, headlines
    • Telling the story
  • 26.  
  • 27. automated endorsements, secondary social media, and user generated content
    • Share and share-alike
  • 28. Endorsement and retweet
    • Share and share-alike
  • 29. Anatomy of a Retweet
    • Quick calculation
    • Original Tweet minus RT_yourusername
    • Primary RT: username + 3,
    • Secondary RT: double username +6
    • After that, the RT dominates the message
  • 30.  
  • 31. Unsolicited content.
    • Posted without permission
    If you’re in the room thinking about it… don’t do it.
  • 32. Activity, location, mechanical, personal, physical, temporal and work
    • "What are you doing?"
  • 33. broadcasts, fourth wall, greetings and unclassifiable
    • Simply existing in text
  • 34. How?
  • 35. Hootsuite: Automation and Scheduling
  • 36. Now what? Who’s talking back?
  • 37. The Social Message Mantra
    • Why this message?
    • Why at this time?
    • Why should it come from me?
    • What response should I expect?
  • 38.  
  • 39. Questions? @stephendann