BE SEEN, BE FOUND:How social content and conversation can build trust and drive revenue ERIC WEAVER VP Digital Strategy • Ant’s Eye View
ANT’S EYE…WHO?Ant’s Eye View is a managementconsultancy focused ontransforming business byintegrating the customer’s voicethroughout the value chain.It is composed of the social medialeads from Microsoft, Dell, Intuit,Real Networks, IBM and Lego.We chose the name Ant’s EyeView because we believe inviewing business from thecustomers’ perspective – fromthe ground up.
USE THESE HASHTAGSIN ANY ONLINE CONTENT: #SMSINDIA #FEEDACHILD
SO WHY ARE WE HERE TODAY? http://www.flickr.com/ photos/ashwinkumar/
We need to build awareness.We need to convert the curious.We need to increase revenue.
BUT WE’RE FACING MANY HURDLES No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can often be ridiculous.
OUTLINEMarketing has changedConsumers have changed and are empowered to connect with one another, bypass youTrust is diminishing in the worldTechnologies have changedMarketing no longer works and consumers expect moreHow do you compete, connect, grow in a world full of noise and empowered by Google?You invest in long-term relationships with your consumersYou create in-bound marketing and IP that can be found, anywhere. New mindset. Google Knol, YouTube, blogs, AnimotoYou build trust Proof points, testimonials. BlogTalkRadio. Long form, short form.You engage where customers want you to Branded social presence, ease of being found in social sites, dialogue on other sites.You get them to speak on your behalf Give them things to talk about, to share. Give them speaking venues. Blogger engagement.CTC.You put their needs first Provide informational value, tools, deals. Real apps. Geo-marketing.The future? Smartphones will change India. Augmented reality. Touch interfaces. 7
“MAYBE SOCIAL MEDIA WILLBE THE MAGIC BULLET.”SO YOU’RE TWEETING. YOU SET UPA FAN PAGE. POSTED SOME VIDEOSON YOUTUBE.IF YOU’RE LIKE MANY OTHERS,YOU’RE WONDERING…NOW WHAT?
AM I DOING THIS RIGHT?CAN WE GET MORE FANS?MORE DIALOGUE?HOW DO I GET MORE ATTENTION?!?
LET’S TAKE A FRESH LOOK ATTHE PRACTICE OF MARKETING& PUBLIC COMMUNICATION
50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010
66%PERCENTAGEOF BRANDTOUCHPOINTSARE NOWGENERATED BYCONSUMERSSOURCE: MCKINSEY QUARTERLY, JULY 2009
CLICKTHROUGH RATE FOR AVERAGE BANNER AD0.19% FORRESTER, 2008 38xCLICKTHROUGH FOR AVG FACEBOOK WALL POST6.49% VITRUE, AUGUST 2009
MANY, INCLUDING YOUR BOSS, CAN STILL BE SKEPTICALPHOTO: FLICKR.COM/PHOTOS/YUGENRO 29
BOOMERSBe proper. Formal looks better. Never block any opportunity.Oversharing is “weak” & “prideful.” Guarded is safe. Your suit &tie = you are trustworthy.GENS X&YGrew up with Google, so sharing means being found. Formalitiesare boring. Would rather do business with the likeminded. Yoursuit & tie = untrustworthy.RIGHT NOWTHE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCEPHOTO: FLICKR.COM/PHOTOS/KATINALYNN
MILLENNIALS’ PERSPECTIVE: BOOMERS’ PERSPECTIVE: FOUND” “BE SEEN, BE HEARD”
1. CONTENT THAT BUILDS TRUST• Proof points • External voices, expert interviews (video or text)• Testimonials • Yelp, visitor rankings, featured quotes• Inside looks • Webcams, blog posts, factory tours• Employee perspective • Employee vignettes on YouTube• Management relations • CEO podcast, product pieces manager blog, day-in-the- life
2. MAKE CONTENT EASILY FOUND• Expertly tagged – who will it delight, or annoy• Conversation enabled and encouraged• Content hosted on/linked from social site• Rich media — with transcripts
3. MAKE CONTENT EASILY SHARED• Enable sharing technologies like AddThis, Facebook Connect, Google Connect • Users are 4x more likely to join a community if done through Facebook Connect• Encourage sharing via “human engineering”
4. ENABLE ENGAGEMENT• Enable comments• Invest in community moderation• Make fanning, faving, rating, liking very easy• Engage fearlessly, but don’t feed the trolls• Why? GOOGLE LOVES ENGAGEMENT.
SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTERIDEAS ON LONG-FORM CONTENTWHERE TO (INTELLECTUAL CAPITAL = “SEARCH FODDER”) VIA BLOGSSTART COMMUNITY BUILDING, ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK
PODCASTS THROUGH BLOGTALKRADIO.COM WHITE PAPERS AND THOUGHT LEADERSHIP ON SCRIBD,IDEAS ON KNOL.GOOGLE.COM, SCRIBD ANDWHERE TO SLIDESHARE.NETSTART CREATE VIDEO SLIDESHOWS ON ANIMOTO.COM ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A
A FEW HINTS…• QUALITY OF CONTENT WILL DRIVE QUANTITY OF FANS. FOCUS ON QUALITY.• MANAGEMENT NEEDS TO UNDERSTAND THAT EVERYTHING THEY KNOW ABOUT MARKETING HAS SHIFTED. AND THAT’S NOT A BAD THING.• USE YOUR RESOURCES STRATEGICALLY. DON’T TRY TO DO EVERYTHING — DO A FEW THINGS VERY WELL.