Content And Social Media Presentation October 2010
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Keynote speech delivered at 2010 Conference "Shooting for Success in Social Media" in Atlanta, GA
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Content And Social Media Presentation October 2010
- 2. Good Morning! Our plan for the day: 30-minute overview 45-minute panelist discussion
- 3. Housekeeping Twitter Hashtag – #atlsm 4th-e.com/tools Powerpoint deck Video transcript Contact information Sources, tools and links Questions at the end And yes, we cover your valet parking!
- 4. Here’s what you’ll leave with today:
- 5. 1. A “deeper dive”into social media.
- 6. 2. Questions to ask yourself and your organization.
- 7. 3. Concrete ideas and tools to immediately help your business.
- 8. About Us
- 19. They focus on the platform content not the
- 20. Define Content Words Pictures and other images Graphs and charts Video Audio Discussions and comments Any and all of the above are used to communicate an idea, opinion orinformation that will engage your audience!
- 21. Content King is
- 22. Content is the key element
- 23. Why?
- 24. 1 If it’s good, it’s engaging. Well-conceived, planned and executed social content can deliver as much engagement as consumer media.
- 25. 2 It’s engineeredto be shared. How will the content be used in social media networks.
- 26. 3 It’s the currencyof social media. It’s how you contribute to the community.
- 27. Fourth Element’s Four Pillars of Great Content 1. Entertaining– Emotional connection 2. Exclusive– Provides unique insight 3. Educational– Identifies problem, provides solution 4. Extensive– Adds value beyond product benefits
- 28. Social media is not about the platform…
- 29. …it’s about the content. And how the content gets shared in a community.
- 32. “ No one cares about yourproducts and servicesexcept for you. ” What people really care about is themselvesand what works for them. –David Meerman Scott
- 34. When 7 = 350,000,000
- 35. Pyramid of Influence Evangelists Interesteds Enthusiasts Casuals
- 36. Universal Studios Found a passionate audience Provided valuable content Helped brand evangelists spread the word
- 37. ? Who are your 7 “Über-influencers”?
- 38. So, what’s happened in the past five years?
- 39. 3 things…
- 40. 1
- 41. 2 Democratization of content creation
- 42. Years ago marketers and programmers had all the control.
- 43. They decided what was entertaining whenyou watched / read it how you consumed it
- 44. Individuals can create and distribute content – they can build their own audience.
- 45. In essence, content creation and distribution has gone from “one-to-many” to “many-to-many.”
- 46. 3 Content met the long tail
- 47. Long Tail Concept Value Head = Tail Occurrences
- 49. Mass Media
- 50. Segmented Media
- 51. Micro Media
- 52. “Me Media”
- 53. Any community you could ever think of now exists online.
- 54. Where we’re heading: Marketers owning content networks.
- 55. ? What part of the long tail can you own?
- 56. Rent the voice? Own the dialogue!
- 57. 4th-e.com/tools
- 59. People want relationships with people – not brands.
- 60. No consumer woke up today thinking, "I can't wait for some proactive brand engagement." Lee Clow @LeeClowsBeard
- 61. What’s most influential in your purchase decision? #1 Social Networks #2 Sales Person #3 Advertising Source: Socialnomics, 2009
- 62. Marketer’s Control Paradox Engagement Control
- 63. Move from pushingfeatures and benefits to telling engaging stories. Social media content requires story-telling skills and techniques.
- 64. ? What’s your story?
- 65. Remember… Don’t expect social media to replace your traditional marketing communications!
- 66. It’s A solution, not THEsolution.
- 67. Give it time. Likely 6months before you see results.
- 68. A low barrier-to-entry does not equal Quick Results
- 70. B2B Social Media spend to increase by 490% by 2014. B2B/B2C in 2010 – $1.7 BN Source: Forrester Research , August 2010
- 71. Purposes 1 Lead Gen / Sales 2 Community Building 3 Customer Service / CRM 4 Promotional Platform Think about these purposes when sourcing budgets.
- 72. 1 Lead Genand Sales
- 75. Key Lessons Quality over quantity Don’t need to rent your audience Great content yields sharing
- 79. Key Lessons Identify target audience and their passion Find audience consuming content Creating shareable content Drove specific calls to action
- 80. 3 Customer Service CRM
- 85. Key Lessons Have a plan Establish contact person – faces! Monitor your online presence Respond quickly and friendly Try to move conversation to private
- 86. Monitoring your competitors’ keywords and customer service problems …Great opportunity to steal share from competitors.
- 88. Cisco story
- 93. Key Lessons Listen first Use video often Talk with instead of talk at Always build your brand
- 94. All these examples? Engaging, shareable content.
- 95. Again… You own the network!
- 96. ? What immediate business opportunity could you identify?
- 98. Five step process 1Objectives and Goals 2 Audience Cultivation 3 Listening / Research 4 Engage 5 Measure and Refine
- 99. 1 Objectives and Goals
- 100. Thorough planning session with all stakeholders PLANNING SESSION AGENDA 1Objectives and Goals 2 Audience Cultivation 3 Listening / Research 4 Engage 5 Measure and Refine
- 101. Qualitative Brand – Awareness / Interest / Preference Engagement Attitudinal / Sentiment Customer Satisfaction Competitive Set Benchmarks
- 102. Quantitative Sales Leads Retention / Repeat Purchase Impressions Traffic SEO Keyword Ranking Inbound Links
- 104. Audience Target Customers Prospects Trade Media Influencers / Thought Leaders People who should know about you
- 105. Finding the audience
- 106. Technorati.com
- 107. Twazzup.com
- 108. 3 Listen / Research
- 109. Why Listen Market Feedback Competitive Activity Identifying Targets and Interests Research and Measurement
- 110. SocialMention.com
- 111. Radian6.com
- 112. 4 Engage
- 113. Interlocking Needs Yours Shared Audience
- 114. Callaway Golf Content Enjoyment / improvement The best R&D Equipment Interest in players Helping all golfers improve Instruction Innovative products Better equipment
- 115. Identify what your audience is interested in… and get specific – Don’t forget about the Long Tail [Content].
- 116. ? Where’s your content hiding?
- 117. CONTENT Create it Repurpose it Borrow It
- 118. (We guarantee you already have it!)
- 119. Content Audits can be so helpful.
- 120. Places to look for your content Backwards Old marketing materials Finished PR Programs Past thought leadership Company archives Industry history Current best practices
- 121. Places to look for your content Sideways External survey of clients and prospects Latest headlines Competitive thought leaders Association news Tools Google Blog Finder, 48ers.com, Backtype, Feedera, Facepinch
- 122. Places to look for your content Inside Analytics SEO Internal surveys Bookmarks Niche communities Demographics End users (Customer’s customers)
- 123. Create and Manage a Content Editorial Calendar Key dates (internal / external) Content overview by type and purpose Target audiences and messages Key content distribution channels Track mechanisms aid for SEO, digital optimization and lead conversion
- 124. 5 Measure and Refine
- 126. Qualitative Brand: Awareness / Interest / Preference Engagement Attitudinal / Sentiment Customer Satisfaction Competitive Set Benchmarks
- 127. Quantitative Sales Leads Impressions Traffic SEO Keyword Ranking Inbound Links
- 128. Tools Web Analytics – Google, Omniture Influencer Actions – Radian6 Lead Gen – CRM Integration SEO / Keyword Rankings – Wordtracker
- 130. Start Simple.
- 131. Simple thinking session What am I trying to accomplish? Who am I trying to help? What do I have to contribute?
- 132. Content is the key element
- 133. 1. ”Deeper dive”into social media 2.Questions to ask yourself and your organization 3.Some concrete ideas and tools to immediately help your business
- 135. Thank you. Twitter: @4thElementMCA Blog: 4th-e.com/blog/
Editor's Notes
- Good morning! Thanks again to everyone for joining us this morning!I’m Michael Scott, the President of Fourth Element and one of the sponsors of today’s breakfast briefing. We’re thrilled to be here today to share some of what we’ve learned an excited to hear from this great group of panelists.I’ll start first with a 30 minute overview which will then lead into a 45 minute panelist discussion.
- Just a few housekeeping notes before we begin…We’ll be tweeting during the event…so if you are as well, please feel free to use the hashtag SM underscore ATLEverything you see up here today will be available on our site at 4th dash e dot com back slash tools.We have a packed agenda and In the interest of getting everyone off to work today at a reasonable hour, we’d be happy to speak to you afterwards with any questions.And yes, we cover your valet parking.
- It’s always good to know why you’re hear today – besides for a nice cup of coffee! So, here’s a few things we think you’ll leave with today.
- While not a complete understanding, we think you’ll have a much better perspective on social media following the presentation.
- We intend to be a bit provocative and help get you thinking about how to use these tools and help your own organization.
- But we won’t leave you hanging…you’ll also get some of the answers and some cool tools to take back and immediately help your business.
- First, very briefly…about our company Fourth Element. We are a marketing communications agency focused on creating great and engaging content across multiple platforms: print, digital, video and of course, social networks.
- Our team comes from the world of consumer media. Our success in creating effective communications is rooted in our collective experience in consumer media. We use the proven tools and techniques our team of established professionals honed in their many years working for the foremost consumer media brands
- to help B2B and B2C companies lowertheir marketing costs while driving more leads, more sales and more customer loyalty from their marketing campaigns.
- We’re co-located with our friends at three, many of whom are here today. Three is a tremendous business communications agency with disciplines in advertising, PR and direct.
- So, our agenda for this presentation is
- Start first with the number one reason that social media campaigns fail…
- And end with next steps….
- So, we come from the world of consumer media. And as every good journalism major knows, the first thing you learn is ‘Don’t bury the lead’. With that in mind, here’s the #1 reason social media efforts fail.
- Defining content is quite tricky…so we cited some examples of content here.
- Many might have heard this one….content is king.
- But we like to also think of content as the key element to a successful social media campaign.
- But the big question is why content is the critical element? Three reasons.
- First, and most important, if it’s good it’s engaging. Good content is ENGAGING content. Engagement can be measured in a variety of ways – time spent, repeat visits, links to other content…but one of the most important measurements of ENGAGING content is its sharability.
- Second, to fully leverage social media, the content is engineered to be shared. Both from an engagement (compelling) as well as a technological perspective. You must think about how your content can be shared – is it “share-worthy”? Can I get it shared easily?
- Third, it’s the currency of social media. Social media is all about being part of a community – and to be a meaningful member of the community you must contribute. And the currency to contribute is content.
- Well, through our experience we’ve defined the Pillars of Great Content and each has some, if not all of these qualities.
- Again, social media is not about the platform
- For those of you who don’t know David Meerman Scott, he’s a brilliant marketing mind, author, and expert on social media and content marketing.
- He’s written several books about the importance of content in our new world. One of my favorites is World Wide Rave – I encourage you to pick it up .
- But one of David’s classic lines is captured here. One of the key lessons today is to think about your social media as a channel to distribute content. And engaging content has to reach the audience’s interest. Thus - if you think about your social media presence is to serve others –YOUR AUDIENCE – much like a media mogul would, you can’t go wrong.
- Now, I want to take a moment and share with you an interesting story.In David Meerman Scott’s book “World Wide Rave”, he cites an amazing story about the launch of the Wizarding World of Harry Potter..
- Imagine you’re the head of marketing at a theme park, and you’re charged withannouncing a major new attraction. What would you do?Well, the old rules of marketing suggest that you pull out your wallet. And buyTV spots, billboards radio and other “creative” advertising techniques.You’d also hire a big PR agency, who would beg the media to write about your attraction, through a lack-luster self-congratulatory press release.However - That’s not what Cindy Gordon, vice president of new media and marketing partnerships atUniversal Orlando Resort, did when she launched The Wizarding World of Harry Potter.Instead of a gazillion-dollar ad launch, Gordon told just seven people about the new attraction.And those seven people told tens of thousands.Then mainstream media listened to those tens of thousands and wrote about the news intheir newspaper and magazine articles, in TV and radio reports, and in blog posts. Gordonestimates that 350 million people around the world heard the news that Universal OrlandoResort was creating The Wizarding World of Harry Potter theme park.
- She understood the Pyramid of Influence – one of your key takeaways today – especially when you want to answer – ‘who should we target with our content’?The pyramid works so well in social media – because it’s a community!
- What did Cindy Gordon do right by using social media to tease her launch?
- So that’s just a taste of where we’ll be today. But before we go any further, it’s worth asking ourselves…just what the heck has been going on in the past 5 years that got us to this room today.
- Three things really spring to mind. Three key things, the confluence of such is just astounding.
- First. Is Facebook (and it’s closely related social media platforms – twitter and You Tube). My friend Charlie Thomas who you’ll hear from on the panel said that Facebook is the most transformative information tool ever. You’ve heard all the stats…but I was amazed by this one. When Facebook launched in Turkey, nearly 100% of 14 – 20 year olds had an account within a few days of launch
- Second, the democratization of content creation. This means, that the creation of content and the subsequent distribution tools are now in the hands of the many, not just the few.
- Now not only are you in charge of consumption, but you can create interesting content.
- Now? With iMovie, Podcast, Blogs, Social Networks and on and on…
- Key take away here….
- Third – content met the long tail. All of us in this room are probably familiar with the concept of the long tail.
- Long-tail, which was popularized by author Chris Anderson in his book of the same title, refers to the statistical property that the long end of the graph – the tail – while having very small numbers, actually when amassed contains more value.
- So, what happens when you take the media landscape and apply it to the long tail? I want to thank Charlie Thomas who introduced me to the thinking of the long tail for media consumption and production. Let’s have a look.Setting up our own long tail for content we have the reach on the left and the interest on the bottom axis.
- In 1982 all of the media impressions – were concentrated in just about three categories: network TV, consumer magazines and local radio. As you can see here, network TV had tremendous reach, but was very general in it’s subject matter. After all, it was mass media. Local radio could get a little more niche in their offerings, but at the expense of reach.So in 1982 if you wanted to watch a cooking show, chances are it was Julia Child on PBS on Saturday afternoons.
- Then in 1992, cable networks started to rise. They could trade a little bit of reach to dig into some specific interest areas. Now the cooking fan could have their own network – Food Network.
- In 2002, the internet started really cooking and sites got even more specific – regional cooking websites anyone? But look at what happened to the reach.
- Finally, in 2012 with social media adding to the mix, there’s a chance for even the most remote of interests to be represented on the web. So what? What does this mean to you? Think about it – now YOU have the chance to capture that reach directly – you don’t need to rent someone else’s audience. You can create specialty content that will drive people to engage in your website.
- OR as we like to say – why rent the voice when you can own the dialogue!!
- For more on how content plays a critical role in social media, please download our e-book at 4th dash e dot com backslash tools. Let’s move on.
- Many people are a little confused about social media. After all – it has a different language and tools and seems just a little different. For that, it’s always helpful for us to look at – what’s similar to what I already know. And what you already know as a smart marketer is this….
- The great Lee Clough – advertising visionary, creative director of Chiat-Day, the man behind more great advertising that J Walter Thompson in his day. A real legend. This quote is very pointed.
- After all, we all know that our friends and families are the most influential in our purchase decisions – as taken from this survey from Socialnomics last year. But in order to take advantage of the social network pheomenon, marketers have to come to grip with this….
- The Marketer’s control paradox. ExplainYou have to get comfortable with a very uncomfortable thing – you need to lose control to get engagement.
- As with all new and shiny things, there seems to be this over-expectation that the new will replace the old. Don’t think of it like that. Restrain yourself. View these activities as COMPLIMENTARY to your overall plan. It’s just another weapon in your arsenal.
- In our conversations with clients and prospective clients…at some point we’ll get the “I don’t get it” – which is code for – “Help me understand why companies are investing in social media.” For this, we’ve put together a list that’s going to look awfully familiar.
- First, it’s worth noting, that just by being in the audience today – you are ahead of the curve. You see, everyone is trying to figure it out and as they figure it out, they’ll begin to see more and more opportunities to win share, reach new audiences and have a smarter marketing plan.
- So – why to companies use social media. For all the same reasons you’d use any type of marketing communication - as you see here. I’ll walk you through some quick case studies on how different companies have used social media. I’ve purposedly tried to stay away from the big consumer marketers – so you can’t use the excuse – “well that’s good for Coke but I sell widgets!”
- Let’s talk first about the ones the sales guys and CFOs each love -
- And for this, we go to the world of aviation. Earlier this year, Piper Aircraft launched the PiperSport an entry-level airplane offering features and performance normally found in more expensive, high-end aircraft. These aircraft retail for $120 - $140K. They needed to reach their core audience quickly and cost-effectively.
- To support the launch at the Sebring U.S. Sport Aviation Expo 2010, they executed a straight-forward original content strategy across the three primary social media channels – YouTube, Facebook and Twitter.Their content strategy was to create engaging, behind the scenes and exclusive content. They reached out to pilots, flying enthusiasts, journalists and bloggers around the world – quickly extending the excitement far beyond the Expo and creating fans all over the world.In less than 2 weeks, they• got22,000+ YouTube views• 4,886 fans on Facebook, a large percentage of whom are active, engaged, and contributing to the community with photos, news, insight, reviews, and enthusiasm.• Major aviation journalists and bloggers are following PiperSport on Twitter.• At least one $140,000 airplane has already been sold online through an Internet linkand many people who discovered the PiperSport through social media are in sales conversations with Piper or its dealers.
- Remember the long-tail? They didn’t need massive reach…just quality audience who engaged with them. All that audience wanted was quality content that they could share.
- In the old days, this was called “building your list”….getting people to sign up and give an address…then it became email farming…now it’s creating a community among your brand enthusiasts to get them engaged.
- For this, we turn to Texas and Justin Boots.Justin Boots wanted to break out of a somewhat conservative rut and become hip and trendy to the 18-to-24-year-old audience. Keep in mind Justin Boots are kind of the workhorse of the boot category. Cowboys, country music lovers, ranch hands and hillbillies buy them because they’re dependable and affordable, not flashy and hip.In the summer of 2009, however, Justin had a new product to launch. It was a new product line focused on 18-to-24-year-old boot lovers called Justin Bent Rail Boots.They were a new boot for a new (or young) audience. They were trendy and hip in the boot world.
- The strategy was to talk to the the target audience where they were: online and focused on what they’re audience wanted to consume – music! Bent Rail launched branded pages on Facebook, MySpace, Twitter and Blip.fm and invited fans to follow the music of Justin’s hip, young country music endorsees. They armed the three bands with smart phones and asked them to capture behind the scenes video, interviews and snapshots of their lives as burgeoning country music stars. The bands uploaded the videos in real-time to JustinBentRail.com, where they were then promoted and used as content on the social outposts. The promotion was called, “I’m With The Band,” and gave that sweet-spot target audience exclusive access to the hip, new country music stars whose music they were discovering.
- They identified a target audience; narrowed where that audience was consuming content online; developed exclusive, value-adding content especially for them; made the content compelling enough for people to share; and drove people to specific calls to action to see, try or learn more about the new line of boots they were selling.
- Social media tools aren’t just great for customer acquisition, but also customer retention.
- TD Canada uses this Twitter site for a variety of content marketing purposes…but I bring to your attention the 4 customer service agents in the red. And on this day a guy named Ryan Blundell had a complaint in the blue circle. Read it. What did he say?
- Read it
- So there’s a few good things going on here…Response came very quickly – within 3 hours…great listening strategy…A person (not a nameless brand) took ownershipErin moved the conversation out of the public and into private by a DM
- Here’s a sneaky suggestion…
- Fourth – social media makes a great platform for a variety of promotions.
- As early as 2008, networking giant Cisco was well along in its social media evolution. Back then you could find the company on Facebook, Twitter and YouTube.Yet something was missing – the hard business case for social media. Like most companies, Cisco knew it was benefiting from social media, but it couldn’t prove it.The launch of a new router using only social media would provide the proof Cisco’s marketers were seeking.The results surprised even the social media enthusiasts. With this single project, the company shaved six figuresoff its launch expenses and set a new precedent for future product launches.Up to that point, the traditional product launch went something like this:Fly in more than 100 executives and press members from 100 countries to headquarters in San Jose, CaliforniaTake a few hours of the CEO’s or an executive’s time to prep and presentDistribute well-crafted – but static – press releases to key mediaEmail customersRun print ads in major business newspapers and magazinesFor its Aggregated Services Router (ASR) launch, Cisco aimed to execute entirely online leveraging social media, and in doing so, engage network engineers in a more interactive, fun way.Cisco met its audience where they were – in online venues and the gaming world. Here’s a few tools that they created…
- A 3D Game – More than 20,000 network engineers learned as they played a 3D game, wherein they “defended the network” using the ASR. (Research shows that 17% to 18% of IT professionals play games online every day.) Top scorers went on to a championship round with the winner bagging $10,000 plus a router.
- Facebook – Hardcore network engineers could connect on the Cisco Support Group for Uber User Internet Addicts. How addicted are they? One member shared that he networked his community swimming pool so he could stay connected poolside.“It allowed them to connect with Cisco in a new way, and build preference and customer loyalty,” Brill said.
- YouTube page illustrating the creative benefits of the new product through a forward-thinking content experience.
- Video conferencing via Twitter questions – Position as industry leader and cutting edge.
- Listen first“For every product launch, our formula starts with listening. We start a list at least a month before of buzzwords and challenges and then figure out the right tools,” Brill said.Use video oftenWeb pages with video draw five times more engagement than those without. Cisco encourages video blogging to add transparency to bloggers’ voices.Talk with instead of talk atProduct launches of the past communicated at the audience. Now, nearly all activities have an interactive element.Always be brand-buildingNot everyone’s ready to buy now, especially a six-figure purchase like the ASR. Activities like the online game engaged the loyalty of network engineers, who heavily influence such decisions.
- Same as beginning a traditional marcom campaign.
- Now that you’ve set your objectives and created a target list for your audience, it’s time to find the audience who is going to engage in your content and promote it to their networks. It’s more than just your target.
- There are many, many tools out there. Today we just want to highlight a few to help you understand what is possible.The leading blog search engine, Technorati.com indexes millions of blog posts in real time and surfaces them in seconds.Technorati.com tracks not only the authority and influence of blogs, but also the most comprehensive and current index of who and what is most popular in the Blogosphere.
- Twazzup is a free service that operates a leading real-time news platform listening to social networks.By searching on specific topics, you can see who is posting on your topic and begin to develop a profiling strategy.
- What’s being said, by whom and what should you do with that intelligence, Create a listening grid
- How can you join or add to the conversation if you’re not listening. Market FeedbackCompliments and ComplaintsExpressed NeedsCompetitive ActivityIdentifying TargetsMass AudiencesInfluencers and EvangelistsResearch and MeasurementBrand QMI (Sentiment, Buzz, Discussions)ROI Metrics
- Social Mention is a free service – you enter a keyword and it populates with a variety of topics. What we like about it are these metrics in the top left: sentiment – pos/neg comment ratio on the search term, strength – likelihood brand is being discussed in social media, passion – measure of repeated conversations and reach – the number of unique authors divided by total mentions.Think of it as a static search – good for occasional use, but not great if you’re investing effort into a full-time listening strategy. For that check out a tool like Radian6.
- For about $600 / month you can subscribe to Radian6 – great and very robust tool to monitor the conversations around your brand, competitors, industry, etc – all keyword based. I could go on and on about Radian6 – just know it’s a complete and robust tool.
- But we like to also think of content as the key element to a successful social media campaign.
- While not a complete understanding, we think you’ll have a much better perspective on social media following the presentation.
- Thank you for your time – and now, I’d like to introduce Nick Wright, the head of our creative and content for Fourth Element who will be moderating a discussion among our four panelist to discuss their real-world social media stories. Nick?