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What can we say when the consumer isn't just listening?  (Sydney Edition)
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What can we say when the consumer isn't just listening? (Sydney Edition)

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Presented in Sydney on 6/9/11 for the ANU College of Business and Economics Alumni Breakfast Seminar Series

Presented in Sydney on 6/9/11 for the ANU College of Business and Economics Alumni Breakfast Seminar Series


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  • What matters is who is following, not how many people follow.
  • Social Media Roll Call Facebook? Twitter? LinkedIn? Foursquare? Since we’re at it Soundcloud, Slideshare, YouTube, Wordpress, Diaspora*
  • Talk about the methods, methodology
  • 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 need become a
      • Social Media Expert Guru .
      Rule 1: No #SMEG SMEG Awareness Ribbon
    • 8.
      • Follower counts are irrelevant
      Rule 2: Who follows counts
    • 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
      Not a twap
    • 11. http://www.intersectionconsulting.com/blog/?p=797
    • 12. Content Planning / Objectives
      • Where?
      • What?
      • Now what?
    • 13. Where?
      • Content planning and social media objectives
    • 14.  
    • 15. Speaking of… http://www.mr-mojo-risin.net/2011/07/03/free-social-media-icons-revisited/
    • 16. Ever had the feeling you missed a spot?
    • 17. What to say…
      • Content planning and social media objectives
    • 18. Focusing on Twitter
    • 19.  
    • 20. Based on prior research…
      • Content
        • 12,000+ manually coded tweets
      • Context
        • Sporting events
        • QLD disasters (h/t @qpsmedia)
        • Conferences and events
        • Personal timelines
    • 21. Spam Conversational News Events Status Phatic Pass Along
    • 22. @replies action, query, referral and response.
      • Talking with the customer
      Conversational
    • 23. sport, transport, weather and natural disasters
      • Telling the story
      News Events
    • 24. announcements, #hashtagged events, headlines
      • Telling the story
      News Events
    • 25.  
    • 26. automated endorsements, secondary social media, and user generated content
      • Share and share-alike
      Pass Along
    • 27. Endorsement and retweet
      • Share and share-alike
      Pass Along
    • 28. The Retweet
      • Original
      • If you're in Sydney, and fancy hearing me talk about Twitter content classification-register here http://t.co/pxSkZIl #smeg
      • Retweet (17 character difference)
      • RT @stephendann: If you're in Sydney, and fancy hearing me talk about Twitter content classification-register here http://t.co/pxSkZIl #smeg
      Pass Along
    • 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. Activity, location, mechanical, personal, physical, temporal and work
      • "What are you doing?"
      Status
    • 31. broadcasts, fourth wall, greetings and unclassifiable
      • Simply existing in text
      Phatic
    • 32. Unsolicited content.
      • Posted without permission
      If you’re in the room thinking about it… don’t do it. Spam
    • 33. How?
      • Automated, manual and the human touch
    • 34. Hootsuite: Automation and Scheduling News Events Pass Along
    • 35. Now what? Who’s likely to talk back?
    • 36. Social Media Message Mantra Four questions to ask yourself
    • 37. Social Media Message Mantra
      • Why this message?
      • Why at this time?
      • Why should it come from me?
      • What response should I expect?
    • 38. The Social Message Mantra
      • Why this message?
      Conversational News Events Status Phatic Pass Along
    • 39. The Social Message Mantra
      • Why at this time?
      • Scheduled versus live
      • Immediate versus delayed
      • Social Media Office Hours
    • 40. The Social Message Mantra
      • Why should it come from me?
      • What do I bring to this message?
      • Am I expected to comment?
      • Should I be endorsing this?
    • 41. The Social Message Mantra
      • What response should I expect?
      • Friendly versus hostile?
      • Positive versus ambivalent?
      • RT, @ or other?
    • 42. Questions? @stephendann
    • 43. Spam Conversational News Events Status Phatic Pass Along