Alumni Breakfast Seminar <ul><li>College of Business and Economics presents </li></ul>
Dr Stephen Dann <ul><li>@stephendann </li></ul><ul><li>[email_address] </li></ul>
What can we say when the consumer isn't just listening?  <ul><li>Social Media and the Marketing Conversation </li></ul>
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
<ul><li>You do not need become a  </li></ul><ul><li>Social Media Expert Guru . </li></ul>Rule 1: No #SMEG SMEG Awareness R...
<ul><li>Follower counts are irrelevant </li></ul>Rule 2: Who follows counts
<ul><li>Don’t say viral. Or sticky.  Don’t even think “authentically viral and sticky” </li></ul>Rule 3: Never plan the or...
No adding the letters “Tw” to random words <ul><li>#SMEG </li></ul>Not a twap
http://www.intersectionconsulting.com/blog/?p=797
Content Planning / Objectives <ul><li>Where? </li></ul><ul><li>What?  </li></ul><ul><li>Now what? </li></ul>
Where?  <ul><li>Content planning and social media objectives </li></ul>
 
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… <ul><li>Content planning and social media objectives </li></ul>
Focusing on Twitter
 
Based on prior research… <ul><li>Content </li></ul><ul><ul><li>12,000+ manually coded tweets </li></ul></ul><ul><li>Contex...
Spam Conversational News Events Status Phatic Pass Along
@replies action, query, referral and response.  <ul><li>Talking with the customer </li></ul>Conversational
sport, transport, weather   and  natural disasters <ul><li>Telling the story </li></ul>News Events
announcements,  #hashtagged events, headlines <ul><li>Telling the story </li></ul>News Events
 
automated endorsements, secondary social media, and user generated content   <ul><li>Share and share-alike </li></ul>Pass ...
Endorsement and retweet <ul><li>Share and share-alike </li></ul>Pass Along
The Retweet <ul><li>Original </li></ul><ul><li>If you're in Sydney, and fancy hearing me talk about Twitter content classi...
Anatomy of a Retweet <ul><li>Quick calculation </li></ul><ul><li>Original Tweet minus RT_yourusername </li></ul><ul><li>Pr...
Activity, location, mechanical, personal, physical, temporal and work   <ul><li>&quot;What are you doing?&quot; </li></ul>...
broadcasts, fourth wall,  greetings and unclassifiable  <ul><li>Simply existing in text </li></ul>Phatic
Unsolicited content.  <ul><li>Posted without permission </li></ul>If you’re in the room thinking about it… don’t do it. Spam
How? <ul><li>Automated, manual and the human touch </li></ul>
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 <ul><li>Why this message? </li></ul><ul><li>Why at this time?  </li></ul><ul><li>Why should it...
The Social Message Mantra <ul><li>Why this message? </li></ul>Conversational News Events Status Phatic Pass Along
The Social Message Mantra <ul><li>Why at this time?  </li></ul><ul><li>Scheduled versus live </li></ul><ul><li>Immediate v...
The Social Message Mantra <ul><li>Why should it come from me? </li></ul><ul><li>What do I bring to this message? </li></ul...
The Social Message Mantra <ul><li>What response should I expect? </li></ul><ul><li>Friendly versus hostile? </li></ul><ul>...
Questions? @stephendann
Spam Conversational News Events Status Phatic Pass Along
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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

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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)

    1. 1. Alumni Breakfast Seminar <ul><li>College of Business and Economics presents </li></ul>
    2. 2. Dr Stephen Dann <ul><li>@stephendann </li></ul><ul><li>[email_address] </li></ul>
    3. 3. What can we say when the consumer isn't just listening? <ul><li>Social Media and the Marketing Conversation </li></ul>
    4. 4. Isn’t just listening Not isn’t listening
    5. 5. It’s okay, it’s not journalism, it’s just opinion It’s talkback radio without the radio
    6. 6. The rules of Engagement
    7. 7. <ul><li>You do not need become a </li></ul><ul><li>Social Media Expert Guru . </li></ul>Rule 1: No #SMEG SMEG Awareness Ribbon
    8. 8. <ul><li>Follower counts are irrelevant </li></ul>Rule 2: Who follows counts
    9. 9. <ul><li>Don’t say viral. Or sticky. Don’t even think “authentically viral and sticky” </li></ul>Rule 3: Never plan the organic
    10. 10. No adding the letters “Tw” to random words <ul><li>#SMEG </li></ul>Not a twap
    11. 11. http://www.intersectionconsulting.com/blog/?p=797
    12. 12. Content Planning / Objectives <ul><li>Where? </li></ul><ul><li>What? </li></ul><ul><li>Now what? </li></ul>
    13. 13. Where? <ul><li>Content planning and social media objectives </li></ul>
    14. 15. Speaking of… http://www.mr-mojo-risin.net/2011/07/03/free-social-media-icons-revisited/
    15. 16. Ever had the feeling you missed a spot?
    16. 17. What to say… <ul><li>Content planning and social media objectives </li></ul>
    17. 18. Focusing on Twitter
    18. 20. Based on prior research… <ul><li>Content </li></ul><ul><ul><li>12,000+ manually coded tweets </li></ul></ul><ul><li>Context </li></ul><ul><ul><li>Sporting events </li></ul></ul><ul><ul><li>QLD disasters (h/t @qpsmedia) </li></ul></ul><ul><ul><li>Conferences and events </li></ul></ul><ul><ul><li>Personal timelines </li></ul></ul>
    19. 21. Spam Conversational News Events Status Phatic Pass Along
    20. 22. @replies action, query, referral and response. <ul><li>Talking with the customer </li></ul>Conversational
    21. 23. sport, transport, weather and natural disasters <ul><li>Telling the story </li></ul>News Events
    22. 24. announcements, #hashtagged events, headlines <ul><li>Telling the story </li></ul>News Events
    23. 26. automated endorsements, secondary social media, and user generated content <ul><li>Share and share-alike </li></ul>Pass Along
    24. 27. Endorsement and retweet <ul><li>Share and share-alike </li></ul>Pass Along
    25. 28. The Retweet <ul><li>Original </li></ul><ul><li>If you're in Sydney, and fancy hearing me talk about Twitter content classification-register here http://t.co/pxSkZIl #smeg </li></ul><ul><li>Retweet (17 character difference) </li></ul><ul><li>RT @stephendann: If you're in Sydney, and fancy hearing me talk about Twitter content classification-register here http://t.co/pxSkZIl #smeg </li></ul>Pass Along
    26. 29. Anatomy of a Retweet <ul><li>Quick calculation </li></ul><ul><li>Original Tweet minus RT_yourusername </li></ul><ul><li>Primary RT: username + 3, </li></ul><ul><li>Secondary RT: double username +6 </li></ul><ul><li>After that, the RT dominates the message </li></ul>
    27. 30. Activity, location, mechanical, personal, physical, temporal and work <ul><li>&quot;What are you doing?&quot; </li></ul>Status
    28. 31. broadcasts, fourth wall, greetings and unclassifiable <ul><li>Simply existing in text </li></ul>Phatic
    29. 32. Unsolicited content. <ul><li>Posted without permission </li></ul>If you’re in the room thinking about it… don’t do it. Spam
    30. 33. How? <ul><li>Automated, manual and the human touch </li></ul>
    31. 34. Hootsuite: Automation and Scheduling News Events Pass Along
    32. 35. Now what? Who’s likely to talk back?
    33. 36. Social Media Message Mantra Four questions to ask yourself
    34. 37. Social Media Message Mantra <ul><li>Why this message? </li></ul><ul><li>Why at this time? </li></ul><ul><li>Why should it come from me? </li></ul><ul><li>What response should I expect? </li></ul>
    35. 38. The Social Message Mantra <ul><li>Why this message? </li></ul>Conversational News Events Status Phatic Pass Along
    36. 39. The Social Message Mantra <ul><li>Why at this time? </li></ul><ul><li>Scheduled versus live </li></ul><ul><li>Immediate versus delayed </li></ul><ul><li>Social Media Office Hours </li></ul>
    37. 40. The Social Message Mantra <ul><li>Why should it come from me? </li></ul><ul><li>What do I bring to this message? </li></ul><ul><li>Am I expected to comment? </li></ul><ul><li>Should I be endorsing this? </li></ul>
    38. 41. The Social Message Mantra <ul><li>What response should I expect? </li></ul><ul><li>Friendly versus hostile? </li></ul><ul><li>Positive versus ambivalent? </li></ul><ul><li>RT, @ or other? </li></ul>
    39. 42. Questions? @stephendann
    40. 43. Spam Conversational News Events Status Phatic Pass Along

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