GFM SXSW Denver Download Event - GroundFloor Media


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Jim Licko and Alexis Anderson of GroundFloor Media present key social media themes from South by Southwest Interactive 2012.

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  • JIM
  • ALEXISBe a slave to creating content that is honest and true to your organization’s voiceTRUST your gut on what feels right, as well as finding the confidence to push back when intent is blurred by bottom line and ROI pressures – today’s ROI spike could be tomorrow’s crisis, and you need fans on your side
  • JIMLurk and observe to figure out where your audiences are gathering online – where are they spending time, what are they talking about, what are they passionate about, what angers them?Don’t commit to just one platform, but at the same time don’t over extend. You may need to be on LinkedIn and Twitter rather than Facebook or Google+ ~ you may need a tiered strategy for getting on them all to get ahead of competitors…don’t assume you know what your social media program will look like until you observe and listen first Digital Snapshot process mentionYou can’t buy trust, you have to earn it
  • ALEXISWe all think that every single thing we do is the most interesting thing in the world. It’s not.If you have listened properly before diving in to social media, you should know that your fans don’t care about certain things and care a lot about others – don’t just take what is discussed in the board room and turn it into content. You’ll risk overflowing your content pipeline and getting lost among your own noiseTrack patterns within metrics (it doesn’t have to be a guessing game, though gut is important in social media) and look for patterns of engagement – apply, fix, overhaul content strategies accordingly
  • ALEXISShareexample of GFM’s cupcake truck postMomentSare often best captured in a photo, video or single caption – don’t over think it either! In the nonprofit world, this is especially relevant for nonprofits with tough stories to tell. Need to make content something that people want to engage with – if it can’t be “fun,” ask yourself if it can at least be interactive? Give followers a way to contribute!
  • ALEXISModClothis a great example of acting as a resource – examples here are from PinterestBoard are about vintage fashion, cooking, international photography – all things that excite their customer base as people, not just ModClothbuyersFood boards for example, are true to their interest in healthy food, especially vegan and vegetarian Make your content sharable – what will your audience want to share? What do they find interesting? What do they find useful? What would they want to tell their friends?
  • JIM InstagramCEO Kevin Systrom mentioned General Electric, Audi and Burberry as some brands that use his platform well. Its not about the photography, necessarily, its about message. 1st photo, the Thames River on a cold late February day. Regal, historic. Just like Burberry. 2nd photo – Landing the “Burberry plane.” Arthur Coulston and Betty Kirby-Green complete their record breaking flight from South Africa. 1937. Historic, fashion, risk, success.Shareable items that tell a brand story. They’re not really selling anything with these photos, but they’re building a trustful following. Community leads to long term sales.
  • JIMCustomer first, brand second. Its not about you, its about your audience. Don’t sell, tell. Ben Lerer, CEO of the Thrillist – Daily Candy for men. They are very brand focused, but customer first, brand second, which is actually the brand itself. Too many brands are trying to use social media as a tool to market to masses, or to get in front of an audience, rather than a medium for which to build a relationship with them. You can’t strategize to become “human” to connect with people. You decide to be human and then the connections happen.Use share of voice example – easy thing to gain (contest giveaways, like gating, spam bots, etc.) but doesn’t cultivate long term relationships.
  • ALEXISThe Twitter example is truly just a metaphor, but it says a lot. Social media (and within that, some platforms) are not for everyone. If you can’t do this, don’t be here. That was harsh but thoughtful advice from one SXSW panelist. In PR it is our job to get messaging spot on for our clients but there are times that there may need to be interim messaging for example, so that we can out there and remind audiences that we are actively listening and engaging with them on social.
  • ALEXISIt is kind of an oxymoron to tell you to create meaningful, strategic, thoughtful (all the buzz words) content and then also tell you to do it at lightening speed ~ but it is kind of the caseDon’t wait for every single piece part to be ready for the public; release/announce in phases if you need to, otherwise your competitors may beat you to the punch
  • ALEXISThings are moving quickly, and evolving even faster. Yesterday’s strategy may very well back fire tomorrow. Build a team that can do the job two years from now, not just today. Have to ignite a passion to get today’s job done and stay on top of what is coming up months/years from now.
  • ALEXIS/JIMCrisissituations can move like a wildfire, and as a PR person we want to make sure our messages are all buttoned up before going public, otherwise you risk have to make corrections or issue an apology. But, what we can’t do is always just sit quietly under PR and the exec team have crossed every t and dotted every i. We have to be strategically nimble in at the very least, acknowledging that there is an issue and letting people know we’re working on it – and you better not plan to work on it for days and days before reengaging. SEO is also critical in a crisis situation, so make sure the SEO team is part of message planning and approval
  • JIMJen Vandermeer presentation – analytics specialist, former Wall Street exec.Authentic conversation vs. reach
  • JIMFans spend $72 more on products than non-fansPeople who fan brands on Facebook are 51% more likely to buy a product post-connection, 60% more likely to recommend a product post-connectionPeople who follow brands on Twitter are 67% more likely to buy a product post-connection, 79% more likely to recommend a product post-connection
  • JIMThesad truth is that we’re trying to measure a new, and grossly different channel by using our the same methods we’ve always used.One image used was how our “market place” changed from a farmer’s market, to Madison Avenue offices driving the message, back to the market place.Power to the people!
  • JIMForyour customers, you need to:Illicit joyEnable connectionsInspire explorationEvoke PrideImpact society
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  • GFM SXSW Denver Download Event - GroundFloor Media

    2. 2. 2
    3. 3. Identify your audience then develop content, not the other way around3
    4. 4. Cherry pick your strongest and most authentic content instead of trying to broadcast every key message4
    5. 5. Share moments over messages5
    6. 6. Be a resource6
    7. 7. Burberry on Instagram7
    8. 8. >8
    9. 9. Practice does not always make perfect! It’s time to reevaluate your approach to social if… • You cannot get a tweet approved in a manner of minutes (or at max, hours) • Desire for perfection outweighs responsiveness and opportunities for creativity9
    11. 11. Be flexible. Do not expect your brand/organization to look the same a year from now11
    12. 12. “We are working on a solution and will share it with you soon”12
    14. 14. 14
    15. 15. Marketing metrics Social media metrics15
    16. 16. Humanize your brand.16
    17. 17. Social is measureable brand expression Give them Find interesting advocates things to do Allow Measure them to the impact do it at scale together17
    18. 18. “Its time for us to reconnect the brand back to ourselves.”18