Beyond Buzzwords
How Social Media Can Help Extend Your
Marketing Beyond the Purchase
(and will ultimately change your organisation)
Keynote by Tapio Liller at Dow Jones Briefing
Amsterdam, 18.03.2009

Tapio Liller
• Consultant & Geek
• Roots in intl. Public Relations
• Passion for Social Media
• Founder of Oseon Conversations
• Scout & Guide for Companies
exploring the Social Web
www.oseon.com

Oseon Conversations
en.oseon.com
Idea for Positioning Graphic licensed under Creative Commons by-sa. Mathias Maul. www.maulco.de

Buzzwords!
And why they‘re useless.

Skittles has
600.000+ fans
on Facebook.
We should be on
Facebook, too!

Sir Richard Branson has a video blog.
Let‘s try that with our CEO!

Twitter is shit-
hot with the
media right
now. Let‘s
twitter, too!

Die machen alle was
mit Web 2.0 und so....
I want one, too!
Photo licensed under Creative Commons by-nc-nd. By „carlosluis“. See http://www.flickr.com/photos/paseodelsur/74466912

That‘s all useless
gimmicks!
http://www.flickr.com/photos/paseodelsur/74466912/
Photo licensed under Creative Commons by-sa By Craighttp://www.flickr.com/photos/kegfire/2339063454/
Anderson. See http://www.flickr.com/photos/craiga/2780385677/

Photo licensed under Creative Commons by-nc-sa By Elephant Wearing Striped Pants.
See http://www.flickr.com/photos/fahdad/1574112409/
Know the rules, then
choose the tools

Marketing & PR the old way
Implicit
assumptions:
• controlled
• unilateral
• linear
• monocausal
= simplistic

The Story Continues
And it‘s your customers telling it!

Uncontrollable Complexity

Enter Social Media
Now, your customers create the buzz

Graphic licensed under Creative Commons by. By Brian Solis. http://www.flickr.com/photos/briansolis/2735401175/

Customer Service Quality

Product Quality

Instant Reactions

Viral Effects

This is Your World Today

So, now what?
Photo licensed under Creative Commons by By Mike Cogh.
See http://www.flickr.com/photos/mikecogh/3086805262/

Yes, you should get involved!
But don‘t use Social Media as just
another channel to talk at people.

POST
People Objectives Strategy Technology
Methodology for a Social Media Engagement
Illustration: Tapio Liller inspired by Li, Bernoff (2008): Groundswell. Harvard Business Press.

Textbook Objectives (see Li, Bernoff)
Listen Embrace
Talk
Energise Support

Listen!
Listen
Photo licensed under Creative Commons by-nc-sa By JosephGilbert.org.
See http://www.flickr.com/photos/ocs_camp/2171492103/

How to Listen
• Subscribe to Google News
• Search blog posts on Technorati
• Search Twitter for you Brand & Products
• Find and read forums & groups
• Check social bookmarking services
• Search for pictures tagged w/ your brands

Talk
Photo licensed under Creative Commons by-nc-sa By _asane_ See http://www.flickr.com/photos/_asane_/3330422453/

How to Talk
• Comment on blogs
• Respond to posts in Social Networks
• Create your own blog
• Post a viral video
• Join the Twitter conversation
• Create your own community

Energise
Photo licensed under Creative Commons by-nd By Mr.T in DC
See http://www.flickr.com/photos/mr_t_in_dc/2237736604/

How to Energise
• Let customers rate & review your products
• Reward customers for recommendations
• Support your brand ambassadors
• Give your fans the tools to share their
enthusiasm
Remember: You‘re in this for the long haul!

Photo licensed under Creative Commons by-nc-nd By Bart Maguire.
See http://www.flickr.com/photos/bartmaguire/3316153398/
Support

How to Support
• Create useful content
• Make sharing that content really easy
• Host a support forum for your products
• (or help forums that already exist)
This is not a quick fix.
But the upfront investment will pay off.

Embrace
Photo licensed under Creative Commons by me‘n‘thedogs.
See http://www.flickr.com/photos/66176388@N00/427059663/

Did you notice?
All these areas are communicative by nature,
but not limited to PR/marketing/comms
functions in your organisation.

Mapping to business functions
Market
Research &
Marketing R&D
Monitoring
& PR
Customer
Sales
Service

Photo licensed under Creative Commons by-nc-nd. By Colin N.
See: http://www.flickr.com/photos/colin_n/3292189970/
Rewards

The Good Stuff
• Know your customers better
• Understand your customers’ needs
• Actively manage your online reputation
• Build more robust relationships
• Protect from issues & crisis situations
• Get more happy customers
• Get more business

Start small, but plan for
Und jetzt?
Growth
Photo licensed under Creative Commons by-sa. By „E.R.R.“ See http://flickr.com/photos/13650642@N06/3016211197/

Too fast?
slideshare.net/tapioliller
en.oseon.com
tapio@oseon.com
@tapioliller
+49-700-54 55 37 33

Image Credits
All images licensed under a Creative Commons license.
• Hudson Twitter Photo (by Janis Krums): http://twitter.com/jkrums/status/1121915133
• Baby in Supermarket (by Carlos Luis): http://www.flickr.com/photos/paseodelsur/74466912/
• Arcade Games (by Craig Anderson): http://www.flickr.com/photos/craiga/2780385677/
• STOP (by Elephant Wearing Striped Pants): http://www.flickr.com/photos/fahdad/1574112409/
• Conversation Prism (by Brian Solis): http://www.flickr.com/photos/briansolis/2735401175/
• Question Mark (by Mike Cogh): http://www.flickr.com/photos/mikecogh/3086805262/
• I have a voice (by Joseph Gilbert): http://www.flickr.com/photos/ocs_camp/2171492103/
• Green Chairs (by _asane_): http://www.flickr.com/photos/_asane_/3330422453/
• Obama Truck (by Mr. T in DC): http://www.flickr.com/photos/mr_t_in_dc/2237736604/
• HELP (by Bart Maguire): http://www.flickr.com/photos/bartmaguire/3316153398/
• Trees (by me‘n‘thedogs): http://www.flickr.com/photos/66176388@N00/427059663/
• ATM (by Colin N.): http://www.flickr.com/photos/colin_n/3292189970/
• Start engine (by E.R.R.): http://flickr.com/photos/13650642@N06/3016211197/