Share Don't Buy your Social Media Community
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Don’t grow your social community on your own! Many brands crave a larger social media following on channels such as Facebook and Twitter. But how do you get the numbers brands want with the quality that counts? Using an award-winning social media campaign we will share best practices for aligning with like-minded brands and organizations as a means of building community. Learn the steps to establishing a successful social media partnership between two brands and “sharing” your social media fans. Take away best practices and new ways to think about social media community, engagement and growth.
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Share Don't Buy your Social Media Community
- 1. Share, Don’t Buy Your Social Media Community #smwshare
- 2. #smwshare 2 Patrick Kopischkie VP Account Management Supervisor – Earned Media HY Connect @patrickkop @hyconnect Noah Horton Director of Foundation Relations GreaterGood.org @greatergoodorg
- 3. #smwshare 3 Audience Poll • Who is with a nonprofit? • Who is with an agency or a brand? • Who is just here to learn?
- 4. #smwshare 4 58% of businesses place greater emphasis on cross-sector partnering than they have in the past. The Guardian, 2012
- 5. #smwshare 5 Why Brands Partner Create Buzz
- 6. #smwshare 6 Why Brands Partner Create Buzz Product Innovation
- 7. #smwshare 7 Why Brands Partner Create Buzz Product Innovation Build Brand
- 8. #smwshare 8 Why Brands Partner Create Buzz Product Innovation Build Brand Grow Customer Base
- 9. #smwshare 9 Why Brands Partner Create Buzz Product Innovation Build Brand Grow Customer Base Efficiencies
- 10. Most brand alliances fail. Why? - not equal value - mismatched brands - confusing strategy BRAND sense, Martin Lindstrom
- 12. #smwshare 12 5 Elements of a Successful Social Media Partnership Compelling Story Turn what you have to sell into a story.
- 13. #smwshare 13 Information Overload People share stories, not ads The story matters now more than ever
- 14. #smwshare 14 Chasing the Dream Stories are now advertising
- 15. #smwshare 15 Mean Stinks, Stop Girl Bullying Secret + Rachel Simmons
- 16. #smwshare 16 Facial Hair Improves Performance Wahl + Stats, Inc.
- 18. #smwshare 18 5 Elements of a Successful Social Media Partnership Like-minded Partner If it is hard to explain “why this partner” it is not a good fit.
- 20. #smwshare 20 Tiffany & Swatch
- 21. #smwshare 21 Check Engagement Levels
- 22. #smwshare 22 Who Do You Want to Work With?
- 23. #smwshare 23 5 Elements of a Successful Social Media Partnership “Cause to Action” When it comes to social media, the ask is critical.
- 24. #smwshare 24 Charity Branding = Differentiation
- 25. #smwshare 25 “What do you want us to do??”
- 26. #smwshare 26
- 27. #smwshare 27 5 Elements of a Successful Social Media Partnership Engaged Commitment Be upfront about partnership terms and expectations.
- 28. #smwshare 28 Engagement Starts Here
- 29. #smwshare 29 Beware of Pre-defined Partnerships
- 30. #smwshare 30 Avoid the “S” Word Why sponsor when you can partner? • Active vs. passive • Less restrictive, more memorable
- 31. #smwshare 31 Which one Would you Talk About?
- 32. #smwshare 32 5 Elements of a Successful Social Media Partnership Share-ability Make it easy for people to share your campaign.
- 33. #smwshare 33 Make it Bigger Than Social
- 34. #smwshare 34 Have Stuff to Share
- 35. #smwshare 35 Make it Mobile of digital content is viewed on a mobile device percent of people use mobile device to access facebook
- 36. #smwshare 36 Choose the Right Time
- 37. #smwshare 37 5 Elements of a Successful Social Media Partnership Compelling Story Like-minded Partner “Cause to Action” Engaged Commitment Share-ability
- 38. #smwshare 38 5 Elements of a Successful Social Media Partnership Have fun
Editor's Notes
- Thank you for joining us. We are excited to be participating in Social Media Week. Hopefully you’ve attended some great sessions so far. Hopefully ours will be your favorite. We are going to talk to you about what makes a successful social media partnership. If you are tweeting about the event today, use hashtag #smwshare.
- I’m Pat Kopischkie. I’m a VP in Earned Media at HY Connect. HY Connect is a midsized agency with full service offices here in Chicago and Milwaukee. I’ve been doing PR for going on 15 years. I’ve had a lot of experience in campaign development, strategy, brand planning and of course social media. I’ve worked on some great brands including Harley-Davidson, Sara Lee, Orville Redenbacher, and Wahl Clippers. My twitter handle is @patrickkop and our agency’s is @hyconnect.And I’m Noah Horton, I’m director of foundation relations at GreaterGood.org, blah blah.
- Why brand partnerships? The stats are pretty revealing. In fact… In a survey last year done by The Guardian, more than half of businesses said they are placing a greater emphasis on cross-sector partnering than they have in the past. Why are more brands hooking up? There are 5 main motivations spurring this interest...
- We all heard the recent buzz about Android and Kit Kat. That’s because interesting and surprising brand partnerships break through the clutter and create buzz. They can excite and mobilize your customer base. This can be as big as the Android / Kit Kat announcement or as simple as a local business donating a giveaway prize that excited your Facebook community.
- Partnership can spur product innovation. The Doritos Locos taco was three years in the making and the eatery’s biggest innovation in decades. The stores literally had to staff up to handle the demand. And this was only possible because of the existing brand familiarity between Doritos and Taco Bell.
- Just like people, brands are judged by the company they keep. Partnerships are one way to build or enhance specific brand attributes. This is often where nonprofits and causescome in. Consumers increasingly want to associate with brands that do good. Tide loads of hope embedded itself in the family dynamic by being present and helpful during catastrophes. Another common example of building specific brand attributes is enlisting celebrity endorsements. Would your product benefit from association with the romantic, reliable Taylor Swift or creative, rebel Kesha?
- Partnership can expand your customer base. Miracle Grow gained a fresh new audience when it partnered with Farmville a few years ago. And what’s key here is the right audience. Farmville users indexed above average in desires to nurture and, yes, garden. Growing audience is something we’ll talk a lot about for this session.
- Finally, there is some simple math fueling this. Typically you can reduce costs when you bring on a partner with their own resources, expertise and/or fan base. And what client or boss hasn’t asked for twice the results at half the cost?
- However!Brand partnerships should not be taken lightly. They take time and effort like any marketing tactic and they often have high expectations. Here are three common reasons they don’t work according to marketer Martin Lindstrom. Today, we are going to show you how to avoid these pitfalls.
- The story matters more than ever on social because people share stories, not ads. The secret is to consider what your client or organization has to sell. A new product? A great cause? And making it relevant to consumers NOW. For example…
- At the height of the press around bullying in schools, Secret teamed up with anti-bullying expert and best-selling author Rachel Simmons to launch a campaign against girl bullying. They
- Wahl and STATS
- make sure your partner's audience is compatible with your brand. What do they respond to? What do you want out of an audience - brand loyalty? What income level? What demographic?
- Luxury jewelry brand Tiffany and Swiss mass market watch maker came to blows last year over a failed 500 million dollar partnership. At issues was not just designs but distribution. Swatch wanted modern, Tiffany’s wanted classic. Certainly Swatch couldn’t be sold and Tiffany’s and vice versa.
- Check engagement levels… a large audience does not mean an active audience.
- Communication is key, establish the goals of both parties up-front.Unnamed pop starPat and Noah – communication on projects – Pat talks about contacting PFF, Noah talks about working with HYC
- Consider non-profitRecent consumer stats: 94% of consumers say they would switch to a brand associated with a good cause.76% of consumers say they have purchased a product associated with a good cause in the last 12 months.Non-profit partnerships allow you to engage directly with cause-engaged consumers. Your advertising and sponsorship fees go directly to fund causes your audience (old and new) cares about.GGO introduction
- If you want engagement you have to ask people to do something, what action do you want them to take? This is where you should consider nonprofits, most people are motivated by selfless causes and want to take simple actions that feel rewarding on social
- GGO examples of social media campaigns
- We talk a lot about engagement, especially in social. But you have to remember –you get what you put in. In other words, before you get too excited about a potential partnership based on their large following, make sure your partner is as excited as you are.
- At&t no text while driving
- Like gating
- Simple, timelyAward winningRocketed Wahl’s Facebook