Make Meaning: Social Media Sweet Spot


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A new presentation on the Social Media Sweet Spot - keynote for the 10th edition of Webcom Montréal.

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  • ----- Meeting Notes (5/9/11 14:40) -----Ca me fait grand plaisir a retourner at Montreal and a faire partie de la dizieme edition de WebCom. Et de voir autant de gens (marketing professionals) qui sont inspire par les technologies nouvelles.... mais... but today I am going to talk to you, first, in English and second about something that is NOT digital and that is about finding an emotional and meaningful connection with your customer.
  • This is the spot where your customer is suprised, delighted and motivated to take action -- whether it's an immediate purchase or some kind of engagement with your brand online.
  • "Let's take a little journey to find that sweet spot... " Want zen-like image showing person with "beginner's mind" - or maybe something like this... a child?? make this COOL! Beginner's Mind comes from Zen Buddhism (they also talk about it a lot in yoga) and it meansan attitude of openness, eagerness, and lack of preconceptions.
  • SLIDE FINELet's step back and see how a sweet spot can be discovered... story is of Lance Armstrong
  • GREAT SLIDEBAD EXAMPLE OF SOCIAL MEDIA SWEET SPOT: Whole Foods does it all, but have they found the social media sweet spot?? (My answer will be NO... ) In addition to a robust corporate site, WF is active on Twitter, FB, has several blogs, at least two mobile apps, offers photo contests and more...
  • MATT, Make lower circle image a bright red shiny apple with the question mark on it - ! This doesn’t quite work as is… too much repetition of the photo image. Otherwise I love the slide.BUT... somehow they're not really hitting a sweet spot... their online activity appears to be completely separate from what's happening at the store...Incorporate this photo I took of my local Whole Foods store -- there are hanging signs everywhere, but nary a one pointing customers to Twitter for real-time alerts or to the blog for recipes... MISSED OPPORTUNITY
  • SLIDE FINE – I made the text biggerSo there are some good ideas from WF on how you can deploy all the social media tools -- and how they work together
  • Matt, no text smaller than 28 point – can’t read otherwise! Make the little help box look cooler as a call out – I’m going to make the point that there’s a connection to offline and a lot of explanatory content on the site. Hence the “Make it Easy.” Can you highlight the “How it Works” headline – I’ve tried. You fix to make it look better. Put “Pledged $20 million in a circle with the right blue background”
  • Matt, can you fix the fonts and line up of the text – I updated and messed it up
  • MATT, add the background of the actual Amazon page for the QuakeBook e-book circle. Maybe you can use what I’ve pasted here. Or go to Amazon page and get what you need. In other words, I don’t want to see a “white” background inside this circle. I want it to be clearly from the Amazon page:, any text like the word “Share” needs to be MUCH BIGGER on ALL the slides! Otherwise not readable for audience.SUCCESSFUL EXAMPLE OF HITTING SOCIAL MEDIA SWEET SPOT: an e-book sourced via Twitter of stories from the Japanese Tsunami and earthquake - all proceeds go to Japanese Red Cross... it was put together in four weeks. And went live in Amazon's Kindle store April 15th. Easy to help, easy to share... supports a cause. Gives us an easy way to connect with one another and TO HELP… in a tangible way. And customer also gets something useful and interesting out of it -- an e-book of real-time stories by those in Japan near the quake.
  • MATT, this slide needs to have more punch. Can you make the S W E E T list and text BIGGER and more visible… and leave text editable as I may change it.PREVIOUS NOTES: This will be the recap where I explain what has to happen for the customer in the “sweet spot” so that needs to jump out a lot more.This is the spot where your customer is suprised, delighted and motivated to take action -- whether it's an immediate purchase or some kind of engagement with your brand online.
  • This is the spot where your customer is suprised, delighted and motivated to take action -- whether it's an immediate purchase or some kind of engagement with your brand online.
  • Make Meaning: Social Media Sweet Spot

    1. 1. MAKE MEANING:<br />
    2. 2.
    3. 3. High adoptionmeansyour customeris barraged<br />Your customeris barragedwith socialmedia<br />
    4. 4. Engagement<br />Why?<br />Where? How? <br />
    5. 5. CUSTOMER<br /><ul><li>easy, intuitive
    6. 6. value (information or save money)
    7. 7. reason to act now </li></ul>BRAND<br /><ul><li>PR
    8. 8. brandenhancement
    9. 9. drive revenue</li></ul>makemeaning <br />SOCIAL MEDIASWEET SPOT<br />
    10. 10. THE SWEET SPOTSURPRISES AND DELIGHTS<br />The Sweet Spot Surprises and Delights<br />
    11. 11. ADOPTBEGINNER'SMIND<br />
    13. 13. TWITTER<br />1.9 million followers<br />over 300 store accounts<br />FACE BOOK<br />over half a million fans<br />250 store accounts<br />BLOGS<br />cooking blogs<br />CEO blog<br />FLICKR<br />SOCIALMEDIA SWEETSPOT<br />photo streams<br />contests<br />SOCIAL MEDIA<br />FOUR<br />SQUARE<br />check ins<br />MOBILE APPS<br />iphone and android<br />
    14. 14. Digital FootprintNot Visible in Store<br />
    15. 15. WHAT CAN YOU STEAL?<br /><ul><li>Editorial calendar and content strategy
    16. 16. Community manager for each store
    17. 17. Twitter for real-time alerts
    18. 18. Facebook for less time-sensitive info
    19. 19. Blog for recipes and longer content</li></ul>B-plus<br />
    20. 20.
    21. 21. 61 <br />million votes<br /> cast <br />Pledged<br />$20 million<br />
    22. 22. You can “buy” votes?<br />WHAT CAN YOU STEAL?<br /><ul><li>Entertain, informand “do good” simultaneously
    23. 23. Deadlines prompt action
    24. 24. Social proof in dollars and lives
    25. 25. Sharing built in at every step</li></ul>A-minus<br />
    26. 26. Easyto Help<br />
    27. 27. CUSTOMER<br /><ul><li>Easy to download Kindle e-book
    28. 28. Value (global relief effort)
    29. 29. Urgency</li></ul>CREATOR<br /><ul><li>Sourced via Twitter
    30. 30. PR
    31. 31. Raise money forJapanese Red Cross</li></ul>#quakebook<br />SOCIAL MEDIASWEET SPOT<br />
    32. 32. WHAT CAN YOU STEAL?<br /> Perfect congruence<br /> Use your network<br />Memorable hashtag<br />Engaging with #quakebook fulfills urge to help<br />A-plus<br />A-plus<br />
    33. 33. The Sweet Spot Surprises and Delights<br />THE SWEET SPOTMAKES MEANING<br />S<br />W<br />E<br />E<br />T<br />urprise and delightoo me with an incentivearnmy attention<br />asy to share with my friendsap into something bigger<br />S<br />W<br />E<br />E<br />T<br />THE SWEET SPOTSURPRISES AND DELIGHTS <br />
    36. 36. SPEAKER<br />Named one of the Most Influential Women in Technology in 2010, Debbie Weil is an author, speaker, and corporate social media consultant based in Washington DC. <br />EMAIL: debbie.weil@gmail.comMOBILE: 202.255.1467WEBSITE: www.debbieweil.comTWITTER: @debbieweil<br />Copyright Debbie Weil, 2011<br />
    37. 37. RESOURCES<br />Blogs<br /> <br />For case studies on how to use social media and tips on writing great content:<br /><br /><br />CopyBlogger www.copyblogger.comSeth Godin<br /> <br />Books<br /> <br />New Rules of Marketing and PRby David Meerman Scott (2nd ed.)<br />Measure What Matters by Katie Delahaye Paine<br />The Networked Nonprofit by Beth Kanter and Allison Fine<br />The Corporate Blogging Book (updated ed.) by Debbie Weil (Amazon Kindle)<br />