Quick introduction…who we are – Pipeline Media Relations…we help businesses communicate with the audiences most important to their goals and objectives. We do this through Awareness Campaigns – which is quite simply where traditional and social media relations intersect – that’s where we do business for our clients. Tonight we’re here to help you better understand, plan and participate in what we call The New Word of Mouth…
We typically do this in a half-day so given our Cliffs Notes version…we’re hoping to: Put some context around why being social is so important to your business Help you understand what being social is all about Provide you with some game-changing ways to effectively communicate with your audiences through social Take a peak and look at what someone in your area is doing in social – Medieval Times
Advertising, direct mail, telemarketing, trade shows – myself included, marketers are trained to market their product, service, client, people, etc. Any way you currently look at “traditional marketing” – it is a push, a sell, and something consumers have become pretty opinionated about. For the first time in my 12+ years in marketing…I’ve seen a dramatic shift in this approach – and I’m VERY excited about it! I hope you share this passion with me by the end of tonight.
Any traditional marketing platform you look at…people are finding ways to screen and block the sometimes forced messages. Technology – namely the Internet has enabled the people – not the media or marketers – to set the rules of engagement. We don’t want your emails, we don’t want to hear your ads, not your commercials and especially not your phone calls in the evening while I’m definitely on my personal clock. In fact, we don’t even want to read the news and stories that aren’t relevant to our personal interests – instead we’ll sign up for the RSS feeds around the topics that ARE of interest to me.
Do people really need marketing…as we’ve defined it over the past 20-30 years? Where do you go when you first learn about something and want to learn more? Where do you go when one of your guests recommends a new restaurant or attraction you hadn’t heard of? Where and how do you tell others about these wonderful places? What is your protocol for spreading the word?
This shouldn’t come as a big surprise – but it’s all about me…not you – not your product – not your service – but how you make ME feel. As a concierge you are the “gatekeeper” or the “keeper of the keys” right? If ANYONE knows about this trend…its each of you! Your job is to make your guests or clients feel like royalty – speaking of – Marla, we’ll get to you in a minute . Folks, the rules have forever changed from this point moving forward.
Along comes Social…sit back and fully embrace this change for a minute – actually 4 minutes…
Authenticity, Transparency, 2-Way Conversation, Non-Salesy, Push & Pull There are MANY different platforms… What you have to grasp and understand – IT’S NOT ABOUT THE PLATFORMS – It’s about how you use them…
Seth Godin wrote a book called Purple Cow and most recently a book called Tribes… What he talks about in the book is how you have to serve like the chief of your tribe – with your tribe being your clients, stakeholders, investors…anyone who you are truly connected to within your business – always providing them with everything they need to keep the tribe in tact and growing. In other words…let each of them “market” your brand for you. How should we act? Treat every engagement on social as if you were at a cocktail party with several listening in on every conversation, ready to engage, educate or perhaps even entertain you and the others in your conversation.
Without engagement you have nothing on social – you have to be transparent & authentic We all want to be entertained – besides this is what life is all about isn’t it?! Most of us are inherently eager learners – especially about things that are important to us Study what you are doing and allow yourself the ability to change as a result
More popular than personal email… 35-49 year-olds are fastest-growing audience – 11+ million in 2008 2/3 of the global online community visit SM every day More than 20% of everyone using SM in U.S. is using on their mobile device
Recent study of almost 1,000 business owners throughout the U.S. Median Age - 40-49 88% using social media today
72% of the 88% have been using for less than 3 months… You’re just getting started…so is everyone else!
Why? The all important eyeball from your targeted audiences…EXPOSURE One of your goals on social media should be to create advocates for your business
At Pipeline Media Relations we are experienced media professionals who have been a part of or have been working with traditional media for many years. BEFORE BULLETS… 3 key indicators within the past two weeks that remind me why we are helping businesses like yours make this transition to social: PEPSI/SUPER BOWL - After 23 years Pepsi pulls out of the Super Bowl – instead focusing their efforts on being more social - &quot;In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event and more about a movement,&quot; Pepsi said. YPO STUDY - Young Presidents’ Organization (YPO) – 17,000 of the top young CEOs and executives – found in a recent study of their members that 80% plan on boosting their spend in social for 2010 - 66 percent of respondents say social networking plays an important role in deepening business relationships with colleagues, clients and potential clients and 51 percent of participating leaders expect social networking will play at least a 50 percent greater role in the next two years in deepening their business relationships and access to information TRADITIONAL MOVING TO SOCIAL - On a personal note, a close reporter contact at Businessweek recently left his position of nearly 15 years because he can make more money and have some job security as a fulltime blogger for big technology chip maker – still writing about technology but for the business not the media.
Many times businesses underestimate the information and communications materials they already have in-hand – take this content – video, articles, studies, stats, research, valuable guest feedback – and publish…anywhere you can! Monitor where the information you make available is going – who is saying what about it and where? Leverage the ability to repurpose such content – let me show you a good example of something we did with our client - CouponCabin
We have pioneered the term Vitch or video pitch within the industry – quite simply, we are having clients do quick, educational or entertaining videos that help them engage with their targeted audience – with or without the assistance of traditional media. Here is an example of a vitch we did for CouponCabin. The result? The Vitch was almost quoted verbatim in a feature story in USA Today entitled, “5 ways to stay on budget during holiday shopping.” Being your own publisher of content allows for your business to experience where traditional and social are intersecting.
As each of you very well realize in your role as a concierge or service that networking is so incredibly crucial to getting the beat on a new destination or service you can offer up to your guests or clients. Starting today make a commitment to network each and every day and don’t wait for the next in-person event to come up on your calendar. Start with your existing contacts, clients, employees, business partners, etc. – connect with them via LinkedIn and Facebook – follow the 4 Es and watch them spread the word for you about what you’re doing and how you can too make their friends and contacts feel special You will find people on these networking sites but the likelihood is that you’re referrals will still come from those closest to you – focus on networking through these contacts – your tribe Your email signature better have them, your website, your collateral, biz card – allow folks to connect with you wherever they feel most comfortable When connected – be helpful – answer ?s – Connect the dots for them
Let’s pick on our gracious host… Website – Social buttons are hidden way at the bottom in a small box No video or YouTube?! This is a giant piece of eye candy! Bring people there without being there…you do have Flickr which is good – there are over 12,000 videos on “Medieval Times” on YouTube – but no channel of your own? Repurpose others content and experience – it would be VERY powerful Great site and very visually stimulating – in particular the “Your Experience” and “Guest Comments” – this shows you’re transparency and authenticity with your fans and prospective fans Facebook – 4,000 fans & some very effective engagement – deals, education, responsive to questions/comments Allow for photo posting from “fans” = great! I don’t see any call to action – no contests – no giveaways – why tell my friend about this? Twitter – 960 followers – average engagement – seems like most conversations are about price and discounts Do a simple Twitter search for “Medieval Times” and you’ll see a stream of conversation going on about you – but not with you – EX: martha_s : @Toddly00 didn’t see it & now i see why. :) listening now. hope you talk about what a vegetarian can eat at medieval times . dying to know – Yesterday It’s easy to set up a real time update on these terms – that way you can join the party Overall – Very good!
Twitter – SocialOomph – “Keyword Alerts” Facebook – Only on a “Fan Page” – amazing analytics YouTube – views of video Website – inbound links, Google Analytics, Lead Lander (caller ID for site) Your goal should be to (1) get to site (2) capture information (3) get as a customer (4) turn into an advocate – you need to be tracing the cycle of these leads to your site or sites. There are also amazing platforms like Radian6 which allow you to measure, track and report every conversation going on about your business, key words, competitors, etc. You have to listen carefully to what this data is telling you and react or digest accordingly
You need to determine what measurements are most important to your biz…and your executive team Usually a healthy blend of quantifiable (traffic) and qualitative (comments, sentiment, tone) Keep in mind that with social media the analytics are absolutely amazing!...blog, Facebook fan page, Twitter traffic, etc. You MUST have executive buy-in for this strategy to be successful!
Helping You Understand, Plan & Participate Social Media Boot Camp