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

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

  • Alumni Breakfast Seminar
    • College of Business and Economics presents
  • Dr Stephen Dann
    • @stephendann
    • [email_address]
  • What can we say when the consumer isn't just listening?
    • Social Media and the Marketing Conversation
  • Isn’t just listening Not isn’t listening
  • It’s okay, it’s not journalism, it’s just opinion It’s talkback radio without the radio
  • The rules of Engagement
    • You do not need become a
    • Social Media Expert Guru .
    Rule 1: No #SMEG SMEG Awareness Ribbon
    • Follower counts are irrelevant
    Rule 2: Who follows counts
    • Don’t say viral. Or sticky. Don’t even think “authentically viral and sticky”
    Rule 3: Never plan the organic
  • No adding the letters “Tw” to random words
    • #SMEG
    Not a twap
  • http://www.intersectionconsulting.com/blog/?p=797
  • Content Planning / Objectives
    • Where?
    • What?
    • Now what?
  • Where?
    • Content planning and social media objectives
  •  
  • Speaking of… http://www.mr-mojo-risin.net/2011/07/03/free-social-media-icons-revisited/
  • Ever had the feeling you missed a spot?
  • What to say…
    • Content planning and social media objectives
  • Focusing on Twitter
  •  
  • Based on prior research…
    • Content
      • 12,000+ manually coded tweets
    • Context
      • Sporting events
      • QLD disasters (h/t @qpsmedia)
      • Conferences and events
      • Personal timelines
  • Spam Conversational News Events Status Phatic Pass Along
  • @replies action, query, referral and response.
    • Talking with the customer
    Conversational
  • sport, transport, weather and natural disasters
    • Telling the story
    News Events
  • announcements, #hashtagged events, headlines
    • Telling the story
    News Events
  •  
  • automated endorsements, secondary social media, and user generated content
    • Share and share-alike
    Pass Along
  • Endorsement and retweet
    • Share and share-alike
    Pass Along
  • 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
  • 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
  • Activity, location, mechanical, personal, physical, temporal and work
    • "What are you doing?"
    Status
  • broadcasts, fourth wall, greetings and unclassifiable
    • Simply existing in text
    Phatic
  • Unsolicited content.
    • Posted without permission
    If you’re in the room thinking about it… don’t do it. Spam
  • How?
    • Automated, manual and the human touch
  • Hootsuite: Automation and Scheduling News Events Pass Along
  • Now what? Who’s likely to talk back?
  • Social Media Message Mantra Four questions to ask yourself
  • Social Media Message Mantra
    • Why this message?
    • Why at this time?
    • Why should it come from me?
    • What response should I expect?
  • The Social Message Mantra
    • Why this message?
    Conversational News Events Status Phatic Pass Along
  • The Social Message Mantra
    • Why at this time?
    • Scheduled versus live
    • Immediate versus delayed
    • Social Media Office Hours
  • 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?
  • The Social Message Mantra
    • What response should I expect?
    • Friendly versus hostile?
    • Positive versus ambivalent?
    • RT, @ or other?
  • Questions? @stephendann
  • Spam Conversational News Events Status Phatic Pass Along