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  1. 1. Your Brand Is Not My Friend<br />Presented by Alan Wolk<br />
  2. 2. Brands are no longer about selling<br />
  3. 3. They’re about “storytelling”<br />
  4. 4. and “engagement”<br />
  5. 5. and “curation”<br />
  6. 6. They want to be our friend<br />
  7. 7. Your Brand Is Not My Friend<br />But<br />
  8. 8. A Brief History: How We Got Here<br />
  9. 9. Ads used to deliver news<br />
  10. 10. Then they became all about branding and image<br />
  11. 11. Then along came<br />The Real Digital Revolution<br />
  12. 12. Google changed everything<br />
  13. 13. Now we can fact check ad claims<br />
  14. 14. And see what other consumers think<br />
  15. 15. This has resulted in a complete change in consumer behavior<br />
  16. 16. Google<br />Ad<br />Purchase<br />Ad<br />Purchase<br />Before<br />Now<br />
  17. 17. Google<br />Ad<br />Purchase<br />That’s huge<br />
  18. 18. Changes how we buy a car<br />
  19. 19. Before: limited resources<br />
  20. 20. Now: Full range of resources<br />
  21. 21. It’s all about getting them to Google, not the showroom<br />
  22. 22. Once this happened, print and TV couldn’t close the sale anymore<br />
  23. 23. The “magic advertising words” weren’t working<br />
  24. 24. They could offer compelling facts or create an image<br />
  25. 25. (Provided there was one)<br />
  26. 26. But they couldn’t close the sale.So marketers looked at online...<br />
  27. 27. Microsites weren’t working: why would I go to one?<br />
  28. 28. Neither were banners<br />
  29. 29. In 1996, we “surfed” the web, and banners took you someplace just as interesting as where you were<br />
  30. 30. But now that we go online for a reason, we’re not likely to stop what we’re doing to “interact” with an ad<br />
  31. 31. New ways to “engage” customers were needed<br />
  32. 32. Social Media seemed like the next big thing<br />
  33. 33. Everyone was becoming “friends” online<br />
  34. 34. Why not brands?<br />
  35. 35. Your Brand Is Not My Friend™<br />
  36. 36. Social networks are today’s malt shops<br />
  37. 37. It’s where we go to hang out with our friends<br />
  38. 38. We don’t want to be interrupted by salespeople<br />
  39. 39. But there are some brands people want to hear from<br />
  40. 40. They’re called “Prom King Brands”<br />
  41. 41. There are the usual suspects<br />
  42. 42. Sports teams<br />
  43. 43. TV shows, movies and music acts<br />
  44. 44. 99% of brands are not “Prom Kings”<br />
  45. 45. But they can still play in social media<br />
  46. 46. They just have to do it differently<br />
  47. 47. Traditional media is about what the brand wants to say<br />
  48. 48. Traditional media is about what the brand wants to saySocial media is about what consumers want to hear<br />
  49. 49. Social media always involves an exchange<br />
  50. 50. Prom King Brands provide “coolness” (aka “social currency” or “whuffie”)<br />
  51. 51. But if you’re not a prom king brand, you can provide one of four things:<br />
  52. 52. Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it)<br />Information (Exclusive information I feel good about knowing)<br /> Utility (Something that makes my life easier)<br /> Incentive (Literally a coupon, a discount or something else of monetary value)<br />
  53. 53. Here’s How Those Exchanges Work:<br />
  54. 54. Entertainment<br />Entertainment can be:<br />Anything featuring celebrities or entertainment properties you have a deal with<br />Third party content that has a tie-in to your overall marketing strategy<br />(That means if you’re a serious insurance company, a comedy video is a no-go)<br />Your own TV commercials (if they’re something people would enjoy watching) <br />Beware: it’s tough for agencies and brand managers to judge this<br />
  55. 55. What Would Maxwell House Do? (WWMHD)<br />
  56. 56. Maxwell House has an endorsement deal with comedian Nancy Nevins who has a well-known routine about how crabby she is before her first cup of coffee. <br />A 3-minute live clip is posted to the Maxwell House Facebook page. The clip also appears on their YouTube page, their blog, their website, and is promoted via their Twitter stream<br />Entertainment: WWMHD<br />Watch Nancy Nevins do her “Coffeeless Morning” routing live at The Comedy Shack in Atlanta <br />
  57. 57. Information<br />Information can be:<br />Facts or useful information (e.g. reviews) that your audience would be interested in<br />You can utilize third-party vendors for this<br />The information needs to tie in to your overall marketing strategy<br />Access to “behind-the-scenes” footage, exclusive clips, or advance notice from celebrity endorsers or properties you have a sponsorship deal with<br />News related to your product or category<br />
  58. 58. Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. The deal gives them access to behind-the-scenes footage from Toscano’s widely viewed show and that footage is posted exclusively on the Maxwell House Facebook page. <br />Information: WWMHD<br />Watch exclusive behind-the-scenes footage of Viva La Cucina! with Umberto Tuscano<br />
  59. 59. Utility<br />Utility can be:<br />Anything that makes the consumer’s life easier: recipes, how-to videos, a way to buy things off a social site<br />Anything from a PDF to a website to a widget to an app <br />
  60. 60. Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. <br />The recipes are posted on the Maxwell House website, on their blog, on a special YouTube channel and on Facebook and MySpace. There’s even an iPhone app. <br />The Maxwell House twitter account lets people know when a new video has come out and users can comment on the videos everywhere using Facebook connect.<br />Utility: WWMHD<br />
  61. 61. Incentive<br />An incentive can be:<br />Coupons or discount codes<br />Group discounts<br />Contests and promotions with financial incentives<br />Be careful not to make it seem like you’re bribing people to join you<br />That seems as desperate coming from a brand as it does from a person<br />
  62. 62. Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced.<br />Incentive: WWMHD<br />MAXWELLHOUSE: New Contest: 25th person to tweet date & place MH was born wins month’s worth <br />of coffee #mhcontest<br />BOND006: RT MaxwellHouse: New Contest: 25th person to tweet date & place MH was born wins month’s worth <br />of coffee #mhcontest<br />IMPOSSIBILITY: @MaxwellHouse: Hoboken NJ in 1896?<br />
  63. 63. A Few Basic Rules of the Road:<br />
  64. 64. Step 1: Identify what your customers needs are<br />
  65. 65. Step 2: Figure out how to solve those needs<br />
  66. 66. Step 3: Approach people as a brand that is selling something to them, not a buddy who is sharing something with them: they know the difference.<br />
  67. 67. Step 4: Use social media for a valid business reason, not just because everyone else is.<br />
  68. 68. Real identity<br />Real identity<br />Comcast Cares is a great customer service story<br />
  69. 69. Step 5: Don’t push it<br />
  70. 70. (Give them the “candy” and get out of the way. No “capturing names” or other annoying tactics)<br />
  71. 71. No hard sell or upsell.<br />
  72. 72. Step 6: Make everything as easy to find and as easy to share as possible<br />
  73. 73. Case Studies<br />
  74. 74. Quick Case Study #1: The Mad Men Get It<br />
  75. 75. Mad Men has been one of the most buzzed about shows on television<br />
  76. 76. Social media program is anchored by the AMC web site<br />
  77. 77. Blog links out to other social content (iPhone)<br />
  78. 78. Pump content<br />Active message boards - some threads have hundreds of comments<br />
  79. 79. Wonder where all those MadMen icons came from?<br />
  80. 80. AMC’s Mad Men Yourself game proved a smash hit<br />
  81. 81. Artwork by Dyna Moe<br />Over 500,000 people have downloaded the avatars to share on their social networks<br />
  82. 82. Mad Men’s Facebook page has over 275,00 members<br />
  83. 83. Games<br />and<br />quizzes<br />Clips from <br />this<br />season<br />The Facebook page actively promotes other platforms<br />
  84. 84. Mad Men has an active Twitter account that links to AMC’s site and articles about the cast and crew<br />
  85. 85. But the real activity on Twitter comes from fans<br />
  86. 86. Last year, a group of random fans began tweeting as Mad Men characters<br />
  87. 87. This is the kind of love entertainment properties can own. But they need to work with fans, not against them.<br />
  88. 88. Quick Case Study #2: Red Bull: All About Sports<br />
  89. 89. Lots of content<br />Lots of fan interaction<br />Almost 3 million fans<br />Red Bull has a dynamic Facebook presence<br />
  90. 90. Polls<br />Free music<br />Links to athletes<br />Highlights of events<br />Lots of relevant, unique content<br />
  91. 91. WebTV on Facebook<br />TwitterFeed of athletes<br />
  92. 92. Photos from brand<br />Over 2,500 fan photos<br />Photos from athletes and from fans<br />
  93. 93. View guest list<br />Links to upcoming events<br />Fans can RSVP to upcoming events on Facebook<br />
  94. 94. Similar content re: athletes<br />Red Bull maintains consistency on MySpace<br />
  95. 95. Retweets from their French account<br />Tweets from their athletes<br />They are consistent on Twitter<br />
  96. 96. Videos about Red Bull athletes<br />They are consistent on YouTube<br />
  97. 97. Videos<br />available<br />here<br />too<br />Red Bull<br />TV<br />clips<br />And on their web site<br />
  98. 98. More Videos<br />Facbook<br />link<br />And on their web site<br />
  99. 99. Red Bull gives fans a lot of exclusive content and is consistent throughout.<br />
  100. 100. Quick Case Study #3: Sarah Palin: You Betcha!<br />
  101. 101. 6K+ comments in <br />less than a day<br />1.5 million followers<br />Palin has a very popular Facebook page with very engaged fans<br />
  102. 102. 8,000+ likes and 1,000+ comment in 3 hours!<br />
  103. 103. Her followers leave lengthy comments<br />They defend her from critics<br />Her fans have formed a strong community<br />
  104. 104. Fans are finding their way to the sub-pages<br />She shares relevant links with her fan base<br />
  105. 105. Her Twitter page is frequently updated, with links that are relevant to her audience<br />
  106. 106. She is an almost non-stop topic of discussion on Twitter<br />
  107. 107. Why is Sarah Palin a social media phenomenon?<br />Consistent message<br />Strong POV<br />Accessible personality: her fans view her as a friend, not a politician<br />Palin communicates exclusively via social media: she does not maintain a website or a blog of any sort.<br />
  108. 108. Quick Case Study #4: Think Local: Pump Energy Foods, NYC<br />
  109. 109. The Pump is a small chain of health-conscious take-out restaurants based in Manhattan<br />
  110. 110. The Pump pushes its social media links from its web site<br />
  111. 111. Their blog has a distinct POV & also shows where to find them on other social media sites<br />
  112. 112. Free samples<br />More free samples<br />Contest<br />Charity promotion<br />Pump uses their Facebook page for promotions<br />
  113. 113. Free samples<br />Trivia contest<br />They talk to fans on Twitter & promote giveaways<br />
  114. 114. Serena <br />Williams <br />gets lunch <br />at Pump<br />They use YouTube so fans can see news about them<br />
  115. 115. Pump’s promotions help local fans develop a relationship with the store and use social media to spread the word to their friends<br />
  116. 116. Quick Case Study #5: Moderated Conversation: Nexium<br />
  117. 117. Nexium has moderated conversation on Facebook<br />
  118. 118. Nexium isn’t always consistent with posting, and participation is low, but it’s a start <br />
  119. 119. With close to 3,000 fans, the brands is making some headway with consumers.<br />
  120. 120. Five quick case studies, five unique plans. Try something similar, and you’ll start to see results<br />
  121. 121. Soon enough, they’ll start to like you<br />
  122. 122. They may not always talk to you, but they will talk about youWhich is exactly what you want: <br />
  123. 123. To be part of the conversation<br />
  124. 124. But what then? How do I know if “being part of the conversation” is worth it?<br />
  125. 125. Determining Social Media ROI<br />Rule #1: There are no rules.<br />You can use social media to do a world of things<br />Sell things<br />Build awareness<br />Increase loyalty<br />Customer service<br />Reputation management<br />Become a thought leader<br />
  126. 126. Step #1: What Are Your Goals?<br />Once you know what your goal is, you’ll be able to figure out what success looks like.<br />You should set short term goals and re-evaluate every three months or so.<br />Digital media changes so rapidly, it’s important to stay on top of things by closely monitoring the landscape <br />One thing to consider is were your goals realistic? Did you set the bar too high or too low?<br />
  127. 127. Don’t be afraid of squishy metrics: sometimes having people think well of you is enough<br />
  128. 128. Be leery of people who tell you they can measure sentiment: it’s a hard thing to measure unless you do a lot of it by hand<br />
  129. 129. Social media is not “free”<br />
  130. 130. There are costs involved: time costs money.And the more successful you are, the more time you will need to invest.<br />
  131. 131. Pick the platform or platform that make sense both in terms of your audience and your bandwidth<br />
  132. 132. (Having a Facebook page that gets updated once every three months is a lot worse than not having one at all.)<br />
  133. 133. ExperimentTake ChancesHave Fun<br />
  134. 134. Some Quick Predictions:<br />
  135. 135. The Facebook privacy issue goes away quickly<br />
  136. 136. everyone<br />One word. Big problems.<br />
  137. 137. Twitter relies on extroverts<br />How long till we run out of extroverts?<br />
  138. 138. Location Based Services can give me a reason to share where I am and what I’m doing.<br />
  139. 139. The Next Big Question: How much do I want marketers to be able to anticipate my needs?<br />
  140. 140. “Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />“Web 3.0”<br />Creepy or Useful?<br />
  141. 141. Time will tell<br />
  142. 142. thank you san francisco<br />
  143. 143. Questions?<br />
  144. 144. Alan Wolk<br />Consulting: ToadStoolConsulting.com<br />Email: alan.wolk@mac.com<br />Blog: toadstoolblog.com<br />Twitter: @awolk<br />Hive Awards: hiveawards.com<br />To get a business card, text “wolk” to 50500<br />