The Twist and Shout Guide to Marketing in the Social Era
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The Twist and Shout Guide to Marketing in the Social Era The Twist and Shout Guide to Marketing in the Social Era Presentation Transcript

  • MARKETINGIN THE SOCIAL ERAAll images and content © Copyright Twist & Shout Communications Ltd. 2013.Web: www.twistandshout.co.uk • Email: anyone@twistandshout.co.ukBlog: tandscomms.blogspot.com/ • Tel: +44 (0)844 335 6715
  • contents 1.0 - any means necessary2.0 - permission versus interruption3.0 - credibility is everything4.0 - word of mouth5.0 - we aren’t alone6.0 - web 2.07.0 - viral marketing8.0 - viral campaigns9.0 - credibility brings trust, and trust brings loyalty10.0 - the creative hierarchy11.0 - reference materials
  • any means necessarythe idea is the ideaThis is a resource document aimed at extendingthe reach of the new marketing session you havejust taken part in. It is designed as an ideas toolkitin your new marketing activities.“”1.0
  • permissionversus interruptionthe power of social networkingBusiness people have been exploiting the power of social networks formarketing purposes for centuries. Josiah Wedgewood, for example, luminary inthe field of ceramics sent free samples of his finest ware to the crowned headsof Europe. He knew he had an exceptional product. He also understood theworkings of the class system of his time: how the cream of society lay at thetop, trickling ideas and tastes into the lower echelons below.Nowadays we can exploit permission marketing techniques and a web 2.0approach to create a social network, or community of advocates, exploitingexisting contacts and effectively ‘seeding’ the campaign, ultimately leveragingthe strong relationships necessary for successful propagation.How do the French put it? ‘The more things change, the more they stay thesame’. ‘Plus que ca change, plus que c’est la meme chose.’2.0
  • credibility is everythingIn 1765, Queen Charlotte, the wife of George III,ordered a creamware tea set. For most people,that would be the pinnacle; for Josiah, it was thestart. He now called himself “Potter to HerMajesty” and renamed creamware “Queen’sWare.” In a letter to his business partner, hemarvelled at “how rapidly the use of it hasspread” and “how universally it is liked,” andtried to balance how much this had to do withits royal “introduction” versus “its utility andbeauty.”So, when Catherine the Great ordered a925-piece dinner service in 1773, Wedgwoodmade perhaps £200 on an outlay of nearly£3,000. But as a marketing tool, the set wasbeyond price. Each piece had an image of astately home, and before the order wasdispatched, Josiah exhibited it in his showroomso that visitors could see whose houses wereimmortalized. Naturally, duplicate pieces wereavailable for purchase. Until Wedgwood camealong Royal commissions were seen as nothingbut grief - major trouble and minimal payback.For Josiah selling was an intellectual pleasure,a form of cultivation, in all senses. In crassmodern terms he was demonstrating all of thecharacteristics of a viral marketeer.His gift was expected. Crowned heads likeCatharine were used to getting something formore or less nothing. But the Wedgwooddifference was having the foresight to extend theopportunity into a campaign - the compost forpropagation.It was personal. What crowned head wouldn’tbe chuffed with their property enshrined indinner table art?It was relevant. Crowned heads understandthe social currency of ceramics and dining, sodo the people of taste and discretion who go toogle the china in the showroom.He was at the beginning of a relationship of trustand loyalty. Those would come later, but werebuilt on the firmest of foundations.3.0
  • word of mouthWord of mouth is the oldest marketing technique available.Pre-industrially, local tradesmen would rely on word of mouth tosell their services. They had little choice, there was no other formof marketing available. Geography largely kept business andservices local so there was no need to market. As long as youwere doing better than any local competition you may have,people would continue to recommend your business to friendsand family.The creation of the mass market and the television / industrialcomplex changed all that. Now people were being exposed toadverts for products and services they were previously unawareof.Now once again people are listening to the recommendationsof other people, rather than taking a companies word for it. In aconsumer rights savvy society, people are aware that they don’thave to accept poor products or poor customer service. There’salways an alternative product or service out there they can use.Reviews for products on sites like Amazon, Dabs etc are worththeir weight in gold.A negative blog post about your customer service can be hugelydamaging and focuses a spotlight on an area of your companyyou’d rather wasn’t highlighted. If their plight resonates otherswill speak up, and before you know it these combined voices arelouder than yours.friends their friends the mainstream4.0
  • we aren’t aloneSince the 1950s individuals have been using the mediaand social networks (the underground as it would havebeen known at the time) to subvert or overturn theestablished order. Often their activities, such as archprankster Alan Abel found their way into the media ashoax campaigns or gatherings that shine a light on theridiculousness of some of the orthodoxies and institutionsthat govern our lives.Six decades later we have come to assume a certainamount of autonomy as citizens and consumers. Ourperceptions of control have changed but the means bywhich we are engaged have not.Viral marketing depends on propagation, just the sameword of mouth that drove those early happenings.After a process of seeding (the horticultural language isentirely intentional) the survival of the seedling is in thehands of the consumer. Seeding merely improves thechances of the viral product being planted infertile ground.5.0
  • web 2.0Blog - A blog is essentially an onlinejournal filled with a user’s thoughts,links and often pictures. Blogreading is one of the most popular ac-tivities on the internet.Forums - These are often in the formof a discussion group or bulletinboards. Dell’s forum is held up as anexample of a forum creating acommunity through the advice of otherusers and Dell engineers.Wiki - Collaborative tools that canbe used internally or externally. Thebiggest example is Wikipedia butsome companies have used Wiki’s tocreate policies, develop work guidesor to help employees in differentgeographies work together onprojects.YouTube - This is a videostreaming site created largely outof user generated content. Brandscan have their own Channel andupload their own films andmaterials. Many blogs and siteslink to films on YouTube.Twitter - A microblogging site,Twitter limits the users to 140characters to get across theirmessage. Twitter has famouslybroken news stories in advanceof the traditional news mediaand is far from just a Facebookstatus update.Facebook - Popular socialnetworking site which allowsusers to communicate with friends.This can be used by brands tocreate groups or fanpages aroundproducts or services.LinkedIn - Initially looked upon as abusiness Facebook, this allows virtualnetworking and many different busi-ness tools.Google+ - a photo-rich amalgamationof Twitter and Facebook, where youcan post to specific groups via ‘circles’,comment, share and see the exactvirality of posts via ‘ripples’. Describedas “social layering” and with its abilityto boost SEO it is rapidly becoming thenext big thing.Pinterest – essentially a pin boardfor photographs you like, gain follow-ers and discuss whys and wherefores.Winning the Webby Awards in 2012has given it more credence as it buildsstrength. Great for product launchingetc.6.0
  • viral marketingViral marketing spreads peer topeer, through word of mouthrecommendation rather thanexclusively through existingmarketing channels. Yes, you needto put your viral (be it video,image, game or message based)in a location where it will benoticed (seeding the viral) butonce that’s done it’s up to theviral to be spread. This will largelybe down to how good it actuallyis, and if you’ve seeded it in theright location. For example placinglinks to a handy pamphlet on OAPInternet usage is unlikely to besuccessful on MySpace whereasa film about the new Chryslerwould be more likely to succeedat WhatCar.com.Virals are low cost, whencompared to marketing channelssuch as TV. Dove’s Evolution viral(http://tinyurl.com/ylzku6) drovedouble the amount of traffic to theDove site than the previous yearsSuper Bowl as ($2.5 Million for theslot) and distribution cost nothing.The campaign, on and offline issaid to have increased worldwidesales by between $60 million and$70 million.The most successful way tolaunch a viral is to aim it at thepeople who are fanatical aboutyour product or service. If this getstheir thumbs up and they’re willingto pass it on to their onlinecommunities then it’s more likelythe viral will be a success.A viral doesn’t necessarily have tobe jam packed full of sex, violenceor comedy to succeed. It canbe witty, informative or just plainstrange. It largely depends on youraudience. The sure way to makean unsuccessful viral is to createsomething you hope will appeal toeveryone but not offend orconfuse anyone. Infomercialsdon’t work as virals. Frankly mostthings you watch on TV won’twork as viral. In exchange forwatching your small film peoplewant to be entertained andinformed. If it doesn’t get passedon by your fanatics and yourinfluencers, it will never getanywhere near the people at thefar end of the bell curve who don’twant to be offended or confusedand you end up havingaccomplished nothing.A viral will generally work bestas part of an umbrella campaignwhere the call to action of the viraldrives users somewhere.Creating places where people cantalk about your viral andsubsequently your product orservice are great ways of buildingup communities around yourofferings.7.0
  • viral campaignsMcCain’s Potato paradehttp://www.potatoparade.co.ukThis campaign was designed to createsomething that mums across Britain andbeyond would want to share with their friends.After entering a few details, they can send atotally personalised message, all delivered bytheir chosen gang of walking, talking spuds.This result was the ‘Potato Parade’ with themain potato voiced by Graham Fellows (akaJohn Shuttleworth) and bespoke music. In itsfirst week, the Potato Parade was sent on by125,000 people in 124 different countries.Volvohttp://www.visit4info.com/advert/Vol-vo-S40-The-Mystery-of-Dalaro-Volvo-S40-Range/13856A marketing campaign for Volvo S40 ‘TheMystery of Dalaro’ told the story of a smallSwedish village where 32 people bought theS40 at the same time. In a documentary in the‘Blair Witch Project’ style, the virals and adswent through to a site that also held interviewswith the inhabitants and perplexed scientistswho talked of ‘collective subconscious’. Onanother web place unrelated to Volvo, thedirector questions the happenings. He turnsout to be Spike Jonze (Being John Malkovic).Layering the story in an obtuse way kept themomentum and interest throughout thecampaign.Will it Blend?http://www.youtube.com/watch?v=qg1ckCkm8YIGeorge Wright, CEO of Blendtec, blends allmanner of household objects. Supplementedby his blog “Will it Blog?”. They listen directlyto feedback on both the blender and takesuggestions for what they should blend next.George also tells you when you can see a liveblender demonstration near you.http://blog.blendtec.com/The content also has a websitewww.willitblend.com which features clickthroughs after the films to the product on saleon Amazon.Audience: Anyone who uses a blender. Theirsare about £200 but the main selling point isquality and reliability. When you buy aBlendtec blender you know you won’t have tobuy another blender for a very long time.Sales are up 20% since the campaignbegan. The first 5 videos cost relatively little asthey were all done inhouse and had over 6million hits in the first week.
  • viral campaignsGreg The Architecthttp://www.youtube.com/watch?v=uOQcjvUHZ0kCreated by Tibco this series is aimed at a niche marketof Service Orientated Architecture. Since launching thisplastic toy led series, subscriptions to their newsletterare up four fold. The aim for Tibco was not to directlysell using these films, but for these to promptconversations.Audience: Big IT Buyers. The typical Tibco deal isworth £250,000 so even a small increase in customerbase can have a massive impact on their business.Dove EvolutionsClient Brief: To raise awareness of Dove’s onlineinitiative, Campaign for Real Beauty.www.campaignforrealbeauty.comResults:1. The campaign, on and offline is said to haveincreased worldwide sales by between $60 millionand $70 million2. Mass coverage in key press for the target audience3. 4 million + views across the web4. Exponential traffic increase to campaign microsite- generating more views than their Super Bowl ad lastyear.To put the above in context Unilever spent $2.1Billion on marketing in the US with 40% being spenton media like TV, print and the web. The cost ofairing a 30 second ad they did in 2006 at the SuperBowl was $2.5 million dollars. The Campaign forReal Beauty drove double the amount of traffic tothe Dove site than the Super Bowl ad anddistribution cost nothing.Personalised virals(McCain would be included in this category)Royal Navywww.getthemessage.netDexter Hit Listwww.icetruck.tv/newsContent has to be solid, open rate to be high and‘WTF?’ rate high. Key to success is to have adistribution strategy built into the application itself.ARG (Alternative Reality Games)www.vanishingpointgame.comTo celebrate the release of Windows Vista, Microsoftand AMD launched The Vanishing Point, a global cross-media puzzle game to reward their most enthusiastic,tech savvy customers. The game spanned four weeksas players from around the globe worked together todecipher embedded clues in real world events andsolve puzzles online to win a trip to the ultimate vista,outer space.Online communities developed who worked together tosolve the puzzles. They created resources such asforums, photo/video archives, online hints and evenweb-radio stations that broadcast in real-time duringthe live events. This created an enourmous globalmedia and consumer buzz surrounding the game.The Vanishing Point was the first global puzzle game ofits kind ever created. Over a million people were drawnto the website, and nearly 100,000 people registeredand actively played.
  • viral campaignsCompare the MeerkatWith regularly updated daft stories about hardworking meerkats, and soft toys now availablethe popularity of this ad campaign has evenrun into pets.http://www.comparethemeerkat.com/Tippexperience 2An interactive youtube video, much like therole playing game books of the 80’s where youdecide the fate of the characters.http://www.youtube.com/watch?v=eQtai7HMbuQKoni 2012Named the ‘Most Innovative Viral Campaignfor 2012… So far..’ by ViralPlanet. Its’ wellresearched, clear, concise and creative mes-sage striking an emotional chord and achievingover 10 million views on youtube within its’ firstweek.http://www.youtube.com/watch?v=Y4MnpzG5Sqc
  • credibility brings trust,and trust brings loyaltyHow do I become expected?Buying an email list, or obtaining customerdetails through third party suppliers does notmake any of your communication expected.For this to truly work your prospects mustcome to you and want to hear from you. Ifyou’ve sold them a big new box, then they’llbe happier to hear from you when you offerthem upgrades for the big new box, or adviceon storage.If they’ve never heard of your big new box,then you have to entice them over throughmaking them feel like there’s a party goingon that they’ve not been invited to. Expectedcommunication is only so, when the receiverhas requested or is open to the idea ofreceiving communications from you, and onlyyou.• Nurture relationships• Make it easy for people to talk aboutyou and your product or service, spreadingyour message through word of mouth• Sign people up at events who express agenuine interest• Encourage references on other sites throughblogger outreach programmes or creatingsomething unique or worth blogging about• Don’t scare them off with a deluge of emailsIs this personal?Are you talking to your customer or potentialcustomer like they’re just that, a customer, orare you talking to them like they’re anindividual?• Talk to customers like they’re the only one inyour world• Referring to a customer by their first name,does not necessarily make it personal.• Making sure what you’re sending them mapsonto their personal or professionalcircumstances does.Is this relevant?No doubt your offering or service has manydifferent benefits for many different people.Creating a mailout that lists ALL the benefits oruses for the product might be a convenientway for you to get everything on one handy touse series of flyers, but how does it help yourcustomers having to sift through all that data?• Segment your databases• Keep abreast of developments in your cus-tomers industry• Think about what keeps your customers upat night and write about thisNever assume permission.9.0
  • Why should I follow any of this?The simple truth is, you don’t have to. Thefact is, however, that if you don’t you’re notmaximising the relationships you’recreating. These are in the most case, oneway relationships (which in itself is not reallya relationship…).Customers and prospects are valuable.Long term relationships with customers andpropspects are invaluable.Why then would you not want to pursuelong term relationships with a greaternumber of prospects and customers, simplybecause you need to spend slightly moretime, to get dramatically more?Interruption marketing, especiallye-marketing, is becoming less effective ascustomers become over saturated withunsolicited information and offers that don’tquite tally with their specific needs. Itsresults are deleted e-shots, direct mailthrown away unopened, and ads that gounnoticed. Permission marketing on theother hand asks people to opt in, based onthe assumption than in return for their timeand attention they’ll get either informationthey need or entertainment. It worksbecause people expect and look forward toreceiving communications from you ratherthan actively tuning you out – however, thedownside is the lead time needed to buildup this of level of trust.If your offering is unique and there’s arelative lack of information about your newsolution or service there’s a honeymoonperiod where traditional marketing WILLwork, and this should be backed up by aspike in sales to prove it.However there are no guarantees as to howlong this window of opportunity will remainopen, as customers become more familiarwith your offering and perhaps as you’rejoined by competitors in the market, theywill start to filter out the message you aretrying to send and the spikes in sales willbecome more and more difficult andexpensive to achieve.By electing to run permission basedactivities alongside traditional marketingstrategies you can start a community ortribe of loyal customers who’ll return to yourwebsite for trusted advice and information,look forward to reading your emails andwho’ll return again and again to you ascustomers. Maintaining this tribe will allowyou to take control of the peaks and troughsof your sales forecast and build asustainable and inexpensive new model.• expected• personal• relevantJosiah’schecklistAds that go to people who wantthem outperform 50:1 ads aimedat strangers.
  • This is the simplest form the argument or idea can take. It hasbeen distilled from the information, target audience, and desiredoutcome of the communication. It’s the starting point for anycreativity.This is the treatment of the concept - the approach. It is the waythe concept will be made relevant and memorable to theaudience. It could be a metaphor, a design style, or a story. It’sessentially a vehicle for delivering the concept.This is how the creativity manifests itself - it encompasseseverything necessary to make the idea real. Choices of design,imagery, music, anything and everything needed to create thevehicle.This is the lowest level of communication. It is the support to theidea, the necessary content to make the idea relevant and real.It should be challenged and reduced at every turn. Informationshould support he creativity - it is rarely as memorable as the ideaunless it has headline appeal in itself.the creativehierarchyconceptcreativityexecutioninformation10.0
  • reference materialsThe materials within this document areintended to give you a starting point in termsof information on Permission Marketing, Wordof Mouth marketing and the latest Web 2.0developments. This list is not exhaustive, noris it all inclusive. You’ll find you probably have,or will stumble upon, your own books, blogs orsites that will either compliment or replace thelist below.BooksPermission Marketing: Turning Strangersinto Friends and Friends into Customers– Seth GodinAmazon: http://tinyurl.com/ddjbo2Purple Cow: Transform Your Business ByBeing Remarkable– Seth GodinAmazon: http://tinyurl.com/bnwpmyAll Marketers are Liars: The Power of ofTelling Authentic Stories in a Low-trustWorld- Seth GodinAmazon: http://tinyurl.com/d74avhMeatball Sundae: How New Marketingis Transforming the Business World (andHow to Thrive in It)– Seth GodinAmazon: http://tinyurl.com/b8xolzHow To Win Friends and Influence Peo-ple- Dale CarnegieAmazon: http://tinyurl.com/antdsbPunk Marketing– Richard Laermer & Mark SimmonsAmazon: http://tinyurl.com/d8y2l5Book Website: http://www.punkmarketing.com/The Long Tail: How Endless Choice isCreating Unlimited Demand– Chris AndersonAmazon: http://tinyurl.com/b34bnuCrossing the Chasm: Marketing andSelling Technology Products to Main-stream Customers- Geoffrey MooreAmazon: http://tinyurl.com/bv33q8Groundswell: Winning in a WorldTransformed by Social Technologies– Josh Bernoff & Charlene LiAmazon - http://tinyurl.com/acnjf3Book Website: http://www.forrester.com/Groundswell11.0
  • BlogsSeth Godinhttp://sethgodin.typepad.com/Chris BroganSocial Media business strategy and morehttp://www.chrisbrogan.comMarketing Profs Daily Bloghttp://www.mpdailyfix.com/The Viral Garden – Mack Collierhttp://moblogsmoproblems.blogspot.com/The Future of AdvertisingFuture of advertising and advertising technologyhttp://adverlab.blogspot.com/Jeremiah OwyangSilicon Valley – Senior Analysthttp://www.web-strategist.com/blog/Creative Review Bloghttp://www.creativereview.co.uk/crblog/TechCrunchLatest Tech and Web 2.0 Developmentshttp://www.techcrunch.com/Text Referenceshttp://alanabel.com/index2.phpimproveverywhere.comhttp://www.youtube.com/watch?v=jwMj3PJDxuo&feature=channelFlash mobbers make like statues in New York’s Grand Central station.http://www.youtube.com/watch?v=ggm_j_6jgTc&feature=channelFlash mobbers recreate the US Olympic synchro swimming routine in aNew York Park fountain.Judith Flanders ‘They Broke It’.The Wedgwood story.http://www.nytimes.com/2009/01/10/opinion/10flanders.html?_r=3
  • Popular BlogsHuffington PostUK News and Opinion (54,000,000 followers)http://www.huffingtonpost.co.uk/TMZCelebrity gossip (19,000,000 followers)http://www.tmz.com/Perez HiltonCelebrity gossip (10,200,000 followers)http://perezhilton.com/MashableSocial Media News (10,000,000 followers)http://mashable.com/Top Social Media blogsSocial Mouthshttp://socialmouths.com/blog/Viral Bloghttp://www.viralblog.comJeff Bullashttp://www.jeffbullas.comHubzehttp://blog.hubze.comThe Sales Lionhttp://www.thesaleslion.comTop Marketing BlogsHubspothttp://blog.hubspot.com/Blueglasshttp://www.blueglass.com/blog/Kissmetricshttp://blog.kissmetrics.com/MarketingLandhttp://marketingland.com/Chris Broganhttp://www.chrisbrogan.com/Copy Bloggerhttp://www.copyblogger.com/blog/Marketing Pilgrimhttp://www.marketingpilgrim.com/
  • © Copyright Twist & Shout Communications 2013Web: www.twistandshout.co.uk • Email: anyone@twistandshout.co.uk • Blog: tandscomms.blogspot.com/ • Tel: +44 (0)844 335 6715Twist & Shout Communications Ltd, LCB Depot, 31 Rutland Street, Leicester, LE1 1RECompany Number - 4495187 VAT Number - 862 0153 51