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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.

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. http://en.wikipedia.org/wiki/Beginner%27s_mind
  • 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”http://www.refresheverything.com/
  • 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: http://www.amazon.com/gp/product/B004VP3KHK/ALSO, 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.
  • SLIDE FINE
  • 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.
  • Transcript

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