The Socially Powered Enterprise (for #SM201)
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SEATTLE, WASHINGTON, USA - April 15, 2010 - Presentation for the Microsoft Social Media 201 Conference (#SM201) held in Redmond, WA. Audio track to follow within a week.
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The Socially Powered Enterprise (for #SM201)
- 1. THE SOCIALLY POWERED ENTERPRISE ERIC WEAVER, TRIBAL DDB CANADA PHOTO: ALASTAIR MCMILLAN
- 2. 2 YOUR SOPHOMORE YEAR The “speech bubbles” shown here on Slideshare have been added to bring clarity.
- 3. 3 ? SO YOU’RE ON LINKEDIN. YOU’VE GOT “A TWITTER.” YOU’VE GOT “A FACEBOOK.” NOW WHAT?
- 4. WE ARE IN THE MIDST OF A PROFOUND CULTURALSHIFT 4
- 5. 5 NUMBER OF PEOPLE JOINING LINKEDIN DAILY 67,000+
- 6. PEOPLE ON FACEBOOK 450, 000, 000 6 SOURCE: FACEBOOK
- 7. 830,000+PEOPLE JOIN FACEBOOK EVERY SINGLE DAY 7 2010 POPULATION OF SEATTLE 563,374
- 8. 55 These are not quick checkins. Multiply 55 minutes times millions of people. This is where the “fish” have gone. NUMBER OF MINUTES THE AVERAGE USER SPENDS EACH DAY ON FACEBOOK 8
- 9. 50% CONSUMERS WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES 9 The benefits are clear, not to just publish to social channels but to engage there as well, through creativity, utility and authentic value. CHADWICK MARTIN BAILEY, FEB 2010
- 10. 1,500,000+BUSINESSES HAVE A FACEBOOK FAN PAGE 10 20,000,000+PEOPLE JOIN A FAN PAGE EVERY DAY
- 11. 66% PERCENTAGE OF BRAND TOUCHPOINTS NOW GENERATED BY CUSTOMERS MCKINSEY QUARTERLY, JULY 2009 Your brand is now OUR brand, owned by the collective We. We can no longer control a brand—only coach it. 11
- 12. 12 CLICKTHROUGH RATE FOR AVERAGE BANNER AD 0.19% FORRESTER, 2008 CLICKTHROUGH FOR AVG FACEBOOK WALL POST 6.49% VITRUE, AUGUST 2009 38x more. Why the difference? The first is an intrusion/distraction. The other is news involving a trusted friend.
- 13. People ask me if their business should be embracing social media And I say, I don’t know, is there more business near the freeway? WE KNOW WHAT HAPPENED TO BUSINESSES THAT DIDN’T THINK ABOUT THE FREEWAY 13
- 14. 14 INJECT YOUR CUSTOMERS’ DESIRES, CO-CREATION AND FEEDBACK INTO THE ENTIRE VALUE CHAIN HR & TRAINING, INFRASTRUCTURE, IT SUPPLY CHAIN OPS SHIP & DISTRIB SALES, MRKTG, PR CUST CARE
- 15. MARKETING 15
- 16. 16 YEARS WE’VE BEEN APPROACHING THE MARKET WITH AN OUTBOUND MESSAGE 150 Marketers are following an outbound methodology that has existed for centuries. Because for centuries…it worked.
- 17. WINSTON TASTES GOOD LIKEA ______________________ 17
- 18. 18 When I was a kid, we had 3 channels that shut down at midnight. We had one newspaper. Work was over at 5pm. No info overload. We could remember a tagline.
- 19. MAXWELL HOUSE:GOOD TO _________ 19
- 20. MONOLITHIC MESSAGES WORKED WHEN WE HAD: (?) Limited product choice Limited media channels Longer brand interactions Higher barriers to entry 20
- 21. ORGANIC, SOCIALLy-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV… 21 Monolithic messages no longer work in a world of a bajillion choices. We can get anything we want, whenever, however. That expectation is set. And you’ve likely seen how some people come completely unglued when their Starbucks latte is made “wrong.”
- 22. THE CONSUMER IS NOW FIRMLY IN CONTROL Time and attention are HUGE asks now. People are time-starved and avoid your attention-getters. There’s only one lever we can pull: TRUST. CONSUMER ABILITY TO PUBLISH We can also leverage consumer publishing, which is, umm, more trusted than we are. ORIGINAL VERSION: AGENT WILDFIRE 22
- 23. MARKETING OFTEN STUCK IN THE PAST Those LED billboards that blind you at night: when advertisers are willing to put their offer above the safety of your family, there’s a problem. 23
- 24. MARKETING OFTEN STUCK IN THE PAST When airlines put ads on every seatback or overhead bin so that you can’t turn away, there’s a problem. 24
- 25. 25 MARKETING OFTEN STUCK IN THE PAST OMG, it’s Oprah’s last show! You find the link, click it...but instead you get 30 seconds of something you didn’t want. She looks like she’s happy she denied you your show, doesn’t she? Marketing need trumps consumer desire.
- 26. 91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST 26 77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST EDELMAN PR, 2009
- 27. 27 GROWING REVENUE IS NOT ABOUT TAGLINES, LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT USING YOUR SOCIALLY POWERED MARKETING EFFORTS TO GAIN TRUST. FLICKR.COM/PHOTOS/POWERBOOKTRANCE
- 28. BRANDED SITE EXTERNAL MKTG-MANAGED PRESENCE EXTERNAL THIRD-PARTY SITE TRADITIONAL MEDIA/PR Integrated Traditional/Social Marketing Mix AWARENESS NEED DETERMINATION EVALUATION/COMPARISON PURCHASE LOYALTY TOPICAL COMMUNITIES: IP, HELPFUL TIPS Social touchpoints can help build trust, thus propelling a customer through the purchase funnel. PRODUCT LAUNCH MICROSITE AMAZON S T O R Y T E L L I N G DOT-COM SITE HELPFUL RESOURCES RECIPES SEO COMMENTS EVENTS COMPANY BLOG (IP) FACEBOOK FAN PAGE ONLINE SAMPLING E-COMMERCE PARTNER ONLINE YOUTUBE CHANNEL: STORYTELLING, IP PRINT EXTERNAL BLOGS: IP, TIPS OUTDOOR PR SAMPLING PGMS RETAIL 28
- 29. PR 29
- 30. 30 Use social media as a trust-builder to put out reputational wildfires. “THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza
- 32. Why did they experience this kind of growth? Prospects TRUSTED her. 2,000,000 IMPRESSIONS2,300 NEW ACCOUNTS$4,000,000 IN NEW DEPOSITS 32
- 34. Prior to the 2010 CES, Kodak CMO Jeffrey Hayzlett asked consumers to name a new camera over Twitter. The winner(s) would win a trip to Vegas and help him launch it. “I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK 34
- 36. 36
- 37. SALES 37
- 38. 38 WHAT IF CUSTOMERS COULD DOWNLOAD HELPFUL TOOLS AND USE THEM AT POINT OF PURCHASE?
- 39. $15K ON DIRECT MAIL = 200 NEW CUSTOMERS$7,500 ON OUTDOOR = 300 NEW CUSTOMERS$0 ON TWITTER = 1800 NEW CUSTOMERSBUSINESS GROWTH: $4MM -> $50MM IN 3 YRS 39
- 40. EMPLOYEE & CUSTOMER TRAINING 40
- 41. 41 WHAT IF YOUR SALES TEAM HAD NEW SALES TRAINING PROGRAMS AND NEW PRODUCT LAUNCH INFORMATION AUTOMATICALLY DOWNLOADED TO IPODS?
- 42. CUSTOMER CARE 42
- 43. 43 TAKING THE LOAD OFF OF CUSTOMER CARE VIA UNPAID ARMIES
- 44. 44 ROUTING SITE COMMENTS TO CUSTOMER CARE
- 45. STILL SKEPTICAL? Many baby boomers are skeptical of the efficacy of social efforts because we were trained to be guarded—and proper—in our business dealings. 45 PHOTO: FLICKR.COM/PHOTOS/YUGENRO
- 46. 46 BOOMERS All about propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness. GENS X&Y All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy. 2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
- 47. This can feel like an “add-on” for overworked marketers. But consider the designers who refused to convert to Mac. The CFOs who asked why we needed internet email. The marketers who balked at hiring programmers. Think substitution, not addition. Marketing energy vs. spend. “BUT I DON’T HAVE TIME FOR ONE MORE THING.” Computer-based graphic design, 1986 Email marketing, 1996 Web marketing, 1997 47
- 48. OKAY, OKAY.SO HOW DO I FURTHER SOCIALIZE MY BUSINESS? 48
- 49. SIX STEPS TO SOCIAL°1. STUDY2. LISTEN3. PUBLISH4. ENGAGE5. INFLUENCE6. ACTIVATE Most people just Publish, with maybe a little bit of Study. Rethink your approach based on six increasingly powerful levels of market engagement. 49
- 50. 50 APRIL 20094,487 GURUS DECEMBER 200916,000 GURUS BL OCHMAN, DEC 2009 A year ago, 4500 people had the audacity to call themselves social media gurus. Then Oprah got on Twitter. Now we have more. I’d recommend ignoring these folks.
- 51. STUDY 51 MASHABLE.COM CASESTUDIESONLINE.COM SOCIALMEDIAGOVERNANCE.COM WOMMA.ORG FORRESTER MARKETING SUMMIT @KDPAINE @JOWYANG @ARMANO @AMBERCADABRA
- 52. LISTEN 52 NOW THAT WE UNDERSTAND THE RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR? RAPID RESPONSE TO PR CRISES, SALES OPPORTUNITIES DETERMINE SENTIMENT, MOTIVE, ASSOCIATED TOPICS, SHARE OF VOICE CORRECT MISPERCEPTIONS IDENTIFY BRAND CHAMPIONS
- 53. PERCENTAGE OF COMPANIES THATHAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS54% PERCENTAGE THAT HAVE NO IDEA 46% Ahem…during the Worst Recession of our Lives? E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009 53
- 54. 54 LOOKBOOK.NU Your customers want to co-create & co-market. Listen to find them. Then, guide them. LEVERAGE CO-CREATION OPPORTUNITIES
- 55. FREEBIES Limited data, limited insights 55 GOOGLE ALERTS SAMEPOINT SOCIALMENTION BLOGPULSE TECHNORATI FILTRBOX YACKTRACK TWITTER SEARCH TWENDZ
- 56. PAID TOOLS SAS SMA CYMFONY VISIBLE TECHNOLOGIES RADIAN6 SYSOMOS SCOUTLABS MOTIVEQUEST LIFT9 Deeper data samples; better results; partnerships with Google, Facebook; rich media & comments; multiple languages 56
- 57. 57 SCOUTLABS
- 58. 58 SCOUTLABS
- 59. 59 SCOUTLABS
- 60. 60 Do you know what consumers are saying about you on trusted networks?
- 61. PUBLISH 61 NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE PUBLISH? TIME-RESPECTFUL CONTENT, HIGHLY TAGGED AND EASILY CONSUMED THOUGHT LEADERSHIP PROOF POINTS HOW-TOS AND GUIDES
- 62. ENGAGE 62 NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT? CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT HEAR & RESPOND
- 63. 63
- 64. 64 YOU CAN’T JOIN A CONVERSATION ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT.
- 65. INFLUENCE 65 NOW THAT WE’RE INTERACTING, HOW CAN WE CREATE INFLUENCE? HOW CAN WE ENABLE LIKING, FANNING, AND FORWARDING? HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM?
- 66. ACTIVATION 66 HOW CAN OUR INFLUENCE INSPIRE ACTION? WHAT BRAND OR PRODUCT ADVOCACY HAVE WE GENERATED? HOW DO THOSE ACTIONS AMPLIFY OUR VALUE?
- 68. 68 FIND WAYS TO INTERNALIZE CUSTOMER ENGAGEMENT FISH WHERE THE FISH ARE FOCUS ON MARKETING ENERGY, NOT MARKETING SPEND
- 69. 69 WHEN CONTENT IS ENGAGING, IT CAN BE SHARED, TRUSTED AND CREATE INFLUENCE RESPECT TIME STARVATION GIVE YOURSELF TIME TRUST DRIVES TRANSACTIONS, REPUTATION DRIVES REVENUE
- 72. 72 PHOTO: FLICKR.COM/PHOTOS/GUERITO QUESTIONS?
- 73. THANK YOU.
- 74. 74 DDB is the world’s largest advertising agency by revenue, WITH 200 OFFICES IN 90 COUNTRIES. TRIBAL DDB is the AWARD-WINNING digital division of DDB, with 56 offices and 1200 employees worldwide. RADAR is OUR SOCIAL BUSINESS PRODUCT OFFERING. OUR 20-PERSON RADAR DDB TEAM IN VANCOUVER CREATES AWARD-WINNING SOCIAL PROGRAMS FOR NUMEROUS ORGANIZATIONS.
- 75. FOR COUNSEL ON HOW TO SOCIALIZE YOUR ENTERPRISE, CONTACT ERIC WEAVER AT +1 310 494 6492. 75
Editor's Notes
- Hello, everyone. My name is Eric Weaver and I am a digital strategist and account director for Tribal DDB Canada. We are the digital marketing division of DDB, one of the worlds largest ad agencies. I’m here to talk to you today about the Socially Powered Enterprise: how you can inject the voice, whim and desires of the customer into many aspects of your business.I'd like to thank Mike Whitmore and the rest of the organizers for SM201 and to thank YOU for taking the time out from your busy days to attend the conference. I promise we’ll do our best to make sure that your TREK out here to Redmond was worthwhile.
- I'd like to also welcome to your sophomore year. You've hopefully investigated Twitter, Facebook, blogs, etc. for your business. In fact let's take a quick survey:How many of you are actively building business right now using social media? How many on Twitter? How many have Facebook fan pages? How many of you have a business blog?
- The socialized business concept is no fad. It is part of a much broader cultural shift, a profound one, that is absolutely transforming our society.Let’s look at some numbers.
- How many of you have joined LinkedIn? More importantly, how many of you have created LinkedIn profiles for your business?That’s good because every day, <CLICK> more than 67,000 people join Linkedin.
- And then there’s Facebook. Any guess as to how many people are now members? That’s right: 450 MILLION.
- Every day, more than 830 THOUSAND people join Facebook. Every day, I’ve been told, they add three floors of data center space. Never before in history have so many people joined one website. And to put things into perspective, imagine every single man, woman and child in Seattle and several large suburbs joining Facebook each day. That is a hugely significant number.
- And these are not short checkins each day, or rare visits every week or so. The average Facebook user spends <CLICK> a total of 55 minutes on Facebook each day. Multiply that times hundreds of millions of people and you have a tremendous amount of time, attention and trust.
- So what, you say. How does that help my business? Well it turns out that consumers are more likely to buy if they are engaged within social sites. 50% reported this year that they are more likely to buy from you if you live where they live online. During the greatest recession of our lives, this is a significant number.
- How many of you have a business page on Facebook? More than 1.5 million businesses do. And did you know that every day, <CLICK> more than 20 MILLION people fan something? They tie their personal identity, their online affinity, to something. That’s powerful.
- Each one of these online “fannings” is more than a click of a Join button. It becomes a touchpoint on someone’s facebook wall. And not just there. Consumers are creating brand representations and touchpoints around YOUR BRAND, everywhere. McKinsey estimates that 66% of all touchpoints are now generated by customers! I used to be the guy making those touchpoints! Not any more. Your brand has become OUR brand, owned by the collective We.
- I used to create shiny, interactive banners that tried to get your attention. They had Flash, they had video, they had quizzes. They were distractions. And nowadays, they have an abysmal .19% clickthrough. But those customer-generated touchpoints now include things like Facebook Wall Posts. So I might fan Virgin America and as my friend, you might see that and wonder about it. Because of that inherent trust, wall posts have a 6.49% clickthrough. 34x the standard clickthrough of a banner.
- So, social media and the benefits it brings are as profound a change as when the freeways went in. And we know what happened to businesses that didn’t think about the freeway.So let’s take a step back and look at how you can socialize your business to recognize these massive shifts and rethink your approach to your market. Let’s look at how you can fish where the fish are.
- Today we’re going to examine the entire value chain and look for ways to inject our customers’ desires, whims, psychological triggers, eagerness to impact your product or service, and provide you with valuable feedback, at multiple points in the value chain.
- Let’s start with Marketing. I want to start by showing you a video explaining how the relationship has changed between we advertisers and our customers.
- Let’s take a quick quiz. Winston tastes good like…
- Maxwell House Coffee is …
- Yet marketers are still stuck in the past. When yellow page companies leave these on your doorstep unbidden, where’s the first place it goes? Who is it benefitting?When those flashing LED billboards light up the freeway and blind you at night, when advertisers are willing to put their offer above the safety of your children, does this build trust?And when airlines decide to put advertising on every seatback chair, is that a benefit to the consumer? Or to the advertiser? Does this build trust?
- Yet marketers are still stuck in the past. When yellow page companies leave these on your doorstep unbidden, where’s the first place it goes? Who is it benefitting?When those flashing LED billboards light up the freeway and blind you at night, when advertisers are willing to put their offer above the safety of your children, does this build trust?And when airlines decide to put advertising on every seatback chair, is that a benefit to the consumer? Or to the advertiser? Does this build trust?
- So Oprah does her last show, but you can’t see it. You rush home after work, and find out that MSNBC has a copy. You’re only one click away. You click and… you’re forced to sit through a commercial about WhiteStrips. Are you positively predisposed after watching this?
- And trust isn’t just some secondary lever. It’s perhaps the most important.91% of people surveyed globally will buy from a company based on their trust of that company. And here’s the kicker: 77% of people surveyed refuse to buy from companies they distrust. So of all these levers, trust is the one that drives preference. Trust drives transactions.
- The exciting news is that social tools can be used to build trust all along the purchase funnel. Traditional media, done smartly, can provide air cover while social sites can steer the swarm, coach the dialogue, provide value and amplify brand enthusiasm.
- Now let’s take a look at PR.
- Last year I spoke on talent and how HR could use social media to acquire, vet and retain talent. So we won’t go into that too much this year.
- But I will show you this case study. An Alberta credit union put out a job notice on Twitter and YouTube advertising for a youth spokesperson. This person would reach out using the same tools to other young adults. The entrants submitted videos and the job was awarded to a young woman who got busy and through social media, generated 2MM impressions, 2300 new accounts and 4MM in new deposits. Why did this work? It’s because young people trusted this spokesperson.
- Product management, product design, product naming. How does this happen in many small to mid-sized businesses? Owner whim. What if you could crowdsource your development to be sure you were designing something your customers actually wanted? Social channels can help get insights and create market-friendly innovations.
- Just before the Consumer Electronics Show this month, Kodak CMO Jeffrey Hayzlett asked his users over Twitter what they would call the latest waterproof version of their ZI-8 pocket hi-def video camera. The winner would win a free trip to Vegas to join Jeffrey as they unveiled the new camera to thousands of attendees. Jeffrey said:
- Investor relations has some challenges in that the SEC very carefully watches corporate messaging and many public firms are hesitant to risk any entanglement with them. But some are using social media for IR.
- For example, J&J is using audio podcasts to disseminate investor information and provide news updates.
- Sales can benefit as well from social media, through opportunity mining, direct sales models and in-store tools.
- Some of you may have heard of Gary Vaynerchuk. He inherited his family’s New York liquor business. He decided that the wine industry was stuffy and didn’t really connect with consumers. So he started making videos of himself explaining wines in layman’s terms. He tried a number of different approaches. You can see how well the outbound approach worked. People trust Gary because they can relate to him. That trust has turned into business. And Gary now has over 850,000 followers on Twitter
- Many of you are probably familiar with Twelpforce, Best Buy’s leveraging of its employee base to engage with customer care requests over Twitter. At a recent workshop in Canada, one of my clients wondered aloud if it was a good idea to trust “random employees” with handling customer care requests. And immediately another attendees stated “we trust them on the sales floor, don’t we?”Great example of an unpaid army that leverages the trust inherent in social channels.
- Nature’s Path Foods is North America’s largest organic cereal producer. They’re also my client. They were brave enough to open up nearly every page of their website to customer comments. These comments are funneled into a Gmail inbox for assignment and processing. Currently Nature’s Path gets between 40-100 inbound customer care requests through both Twitter and the website. The primary need for online customer care is the ability to track individual requests and route them appropriately. Before you turn this type of thing on, you have to have organizationally-agreed-upon guardrails and process for resolution. The business also needs to have the appropriately trained staff to process the requests.Typically when you introduce ANY new customer care channel, particularly social ones, the volume will increase, sometimes dramatically. We learned some lessons with Nature’s Path because we had no idea there would be such a flood of inbound queries.
- My mom is not a believer in the internet. In fact she says things like, “oh that internet. Lots of bad people hang out there.” And so I tell her, “yeah, thank god they don’t use telephones. Or Freeways.”Many boomers like me also question the value of all these social tools. Here’s why.
- Many people quote-unquote GET ON social media by creating a Twitter account and or a fan page for their business. They might upload some content to YouTube, they might do some Google searches to try to see what comes up around their brand but basically, they’re pulling 2 levers. They’re still subscribing to the outbound model.The first thing we tell people is to STUDY. Find reliable thought leaders. But make sure you follow the right people.
- In April 2009, social media strategist BL Ochman found around 4500 self-described GURUS were on Twitter. Expert, superstar, rockstar, sensei, ninja, and even JEDI MASTER. Then Oprah got on Twitter and sent her first tweet. And within a few months the number of newly-minted gurus jumped to 16000. That translates to about 54 new gurus per day. It’s a bit of a joke.
- There are a number of free tools that let you monitor your brand’s online mentions and hence reputation. They are
- There are a number of free tools that let you monitor your brand’s online mentions and hence reputation. They are
- Many organizations start that journey with social monitoring. As of November, 54% of companies in a recent survey indicated they are monitoring the social space. That means another 46% don’t even do that! My counsel to them and to you: Legal will wake up this year and come forward with precedents and positions on social marketing. Don’t wait for them to do that: get them involved this year and proactively push them to help you set up the rules of engagement. Decide how you’re going to interact with customers and prospects and create the conversational guardrails to let you to fearlessly interact with customers.
- This is a website called Lookbook. On it, Millennials create their own amateur fashion spreads using famous brands. They tag these brands, along with the type of print, material, and colors and place their photos online where other Millennials rate their look. Talk about putting yourself out there! In this spread, a young would-be model from Des Moines is showing off a Penguin brand shirt, owned by my client Perry Ellis. The company had no idea that their brand was being marketed, by young people, to other young people, in a very real, very authentic way.
- There are a number of free tools that let you monitor your brand’s online mentions and hence reputation. They are
- If you have a local business like a retail store, you’ll find increasing references to it on Yelp, CitySearch and social games like FourSquare, where people will check in at your place of business and provide feedback, tips, watchouts and rants. Choices Market, a Canadian chain similar to Trader Joe’s, probably has no idea that people are commenting on their store with tips like this.
- Many of you are already publishing. Make sure that you are creating content that respects time starvation. Make it highly tagged and consumed. Build trust through proof points. Build utility through guides and how-tos that transcend a mere brand offering. And create localized content to increase relevancy. Does your business have a Google profile or listing? Have you sponsored and recorded and published a meetup?
- Create the right content, conversation and conditions to elicit engagement and interaction rather than consumption. But make sure you’ve created organizational responses so that people know how to engage, how not to engage, and when.
- This engagement process document used by the Air Force is so thoughtful it’s been used by countless companies in determining an initial approach to engaging stakeholders both on internal and external sites.
- I tell my clients to remember a key issue: you can’t have a conversation if you don’t have an entry point. If you’re not actively engaging socially, you’ll never be a participant in a conversation about your own offering.
- Think about schools of fish or flocks of birds. They often change course or behavior en-masse without a leader or a top-down mechanism driving this change. People act the same way in the social space. They gravitate in various directions. Our goal is to create influence among many by making our content and conversation easily liked, fanned, and forwarded to others. I’d like to show you a project designed and executed by our Radar DDB division, that shows efforts to influence both consideration and purchase. The client is the Canadian Tourism Commission. The problem was that Mexican tourists were not choosing Canada as a destination.
- And finally, once we have influenced, what actions have been generated? How have we activated our audience? Have they been inspired enough to advocate our offering? And how do their actions amplify and reverberate online? Or perhaps the action we want to inspire is internal amongst employees.I’m going to show you one last video, again for Canadian Tourism. Last year DDB Vancouver created a website called Locals Know. It allows Canadians to upload videos of their own favorite and sometimes hidden travel destinations within Canada. The goal was to inspire action and advocacy for Canada. It generated some interesting results. Let’s take a look.
- So there you have it. Six things you should be doing to socialize your business. I’d encourage you to move past studying and publishing to look for ways to get into engagement, influence and activation. And here are some tips.