In the early days: tv & other mass media used to have the full attention of it’s audience. Audience = passive ‘consumer’ (absorption of information)
Consumer has taken over control. Power shift: communication from top-down to bottom-up
New business model needed: from push to pull to dialogue The old way of communicating / advertising does not work longer From one-way to two-way communication. Engage your customer.
BUT social media can not be limited to a set of tools. Focus must be on the ‘Social’ part. Social media is also a cultural & mental shift. Consumers now have the means to communicate / produce content on a global scale with a speed and ease never seen before (freely available tools) Better term: Social Business -> it’s a new way of doing business / communicating
Since this is about ‘strategy’...
(90% trusts friends recommendations) This is the reason a dialogical approach (human / genuine) is the only way forward for companies.
Social media is not a fad (hype)! It’s a global phenomenon 2/3rd of the internet populations visits social networking sites.
Year over year increase. Growing at an immense rate (not long ago FB ‘only’ had 250M members) Future value of social media is not to be underestimated.
Social media offers us to communicate in (near) real-time. This provides both dangers and opportunities for brands & companies. i.e. a bad customer experience can quickly escalate i.e. fast communication with crisisses (when monitoring)
A brand is more and more determined by the customer. Here comes the importance of ‘micro-interactions’ (all consumer contact points, how small & unimportant as they may seem)
People are already communicating about you, your brand or your company. Not all will like you.
United Airlines : Dissatisfied customer (singer) due to broken guitar by UA personnel makes song about his experience. Comcast Cares : Customer finds a Comcast technician sleeping on his couch and films it. SEO of social media channels is huge! (organic search results for brand name on 1st page)
People are talking and will be talking about you. Not reacting ≠ not being seen ≠ I can’t get hurt
There is no ‘one way’ or ‘one solution’.. Every company has a different target group / objectives / needs BUT we do have a strategy framework! -> technology does not come first!! - Audit (business / comm. / resources) Objectives Metrics Audience Technology (tactics / tools) Creation (design / development) Test Implementation (planning / mngmt & support) Measure Evaluate = continuous process (iteration)
1st step: listening strategy Weak signals = every opportunity or threat that can make/break a brand. Many tools available: - Free: google alerts, social mention, twitter search, ... - Paid: Radian6, Attentio (BE), Nielsen Buzzmetrics,...
1-9-90 rule is not important! Identify your brand evangelists / advocates
Key principles a company should keep in mind while engaging online: Transparancy : openness in communication outings / no hidden closets Authenticity : be authentic / genuine. Trust : trusting your community members in what they do + building trust by being transparent / authentic. Create a trusting relationship with your customer In short: Be human!
Relationships matter most
The ultimate question: « What about ROI? » There has been too much focus on ROI as Return on Investment .. Social media is however all about relationships . These aren’t as easily measured due to their qualitative nature A pure focus on quantitive elements is herefore not justified. The value of establishing an online community lies in the return on insights , gained by communication from and between members. Insights can be used for: market research idenitifying unknown needs/interests personalization / targetting new product & campaign ideas competitive advantage
Implementing social media as part of the overall marketing strategy requires not only organizational changes, but also a cultural shift.
This requires an organization to be open / transparant. Needing to go through 3 levels for approval of a message will not be helpful.
Effectively using social media in the marketing strategy is not a short term process (although there are many things that can be done on the short term). Building relationships takes time, and a long term strategy should be kept in mind.
Although social media is the buzz word of the last year, it should not be considered as some kind of ‘solution’ or ‘quick fix’. Social media should always be viewed as part of the overall communication mix (online, and offline), and not as a separate element.
It can take some time before benefits of the strategy can be reaped, and the necessary organizational changes will be made, but it will be a requirement AND expectation of the future way of corporate communication.
+300M active users on Facebook makes it the 3rd largest country Country Population China ~ 1.3 B India ~ 1.2 B Facebook ~ 350 M US ~ 300 M Indonesia ~240 M Brazil ~190 M Pakistan ~ 165 M Bangledash ~ 162 M
Facebook: +699% Blogger: +30% Twitter: +3712% LinkedIn: +69% … and this is not the end
the speed of word-of-mouth is now only limited by how fast people can type