Ask students: How many have facebook? Twitter? LinkedIn? Foursquare? Groupon? What phones do you have? Who’s socially enabled? (INSERT: HOW MANY UPDATES A DAY) When we try to understand the explosion of social media, we also have to understand the explosion in mobile. Location is the nexus of mobile and social, bringing it all together.
Where are the sources coming from? Both linkedIn, facebook, and Twitter shows up.
Social media permeates your life – and everybody else’s life. So let’s start there. You are your own brand. You can control what your future employer’s see. And they will look. Who do you want to be?
What do you use Facebook for? How personal is it? Anecdote: In my industry we define what news is. So we were surprised, when we hear that young people check their news on facebook, and it’s not the same meaning…
Become an expert in something. You can get started on Twitter right away. You don’t have to talk. You can just listen. There’s a famous quote, and I’m paraphrasing: If the news is important enough, it will come to me”. You rely on your friends and peers to share with you.
What do you use LinkedIn for?
Social group buying is the newest trend. It taps in to our emotions as well as our rational mind. You are rewarded for sharing. It’s time sensitive, giving you a sense of urgency. If the product is good enough and the price is right, you will find out one way or the other.
So what is it all about? This is not one-way communication like advertising. This is a conversation. You engage in conversations out there, you join in. You listen and you respond. Can brands do this? Absolutely! It’s very powerful to feel a connection to a brand rather than being talked to. Have you guys talked about the power of “word-of-mouth”? WOM is amplified in a shared world. If it is great, you share it. If it sucks you share it. What happens if it’s ok? Nothing!
It’s a precursor to (and facilitator of) purchase decisions People make decisions with their emotions, then they justify it with logic…
Ask questions. We do that on the content side every day. What do you think of this article? On the marketing side, what do you think of this product? And we listen to customer service. If someone tweets that OCR sucks, we want to know why, and we want to help. For example, someone tweeted that she was in our lobby and she was pissed because there were no papers there. Someone in the newsroom monitored our brand, heard it, and quickly ran downstairs and gave her a newspaper.
How can we exploit these conversations? You can make a career out of this…
RESPONSE : Sir Richard Branson phoned him Apologized for his experience Reiterated award-winning meals Invited him to create menu items
He’s a big dude. Usually books two seats, but on this flight, he was on stand by and could only get one seat. He was then asked to leave the plane, and that’s when Kevin Smith took to Twitter. Standard Policy: Listen to disgruntled customer Reflect on the issue Apologize Offer voucher
Show them a tutorial of facebook ads
When you search something, it will show up at the top as a promoted tweet.
This is some thing the whole company is/should be involved in. From the top down. You need to at least understand and appreciate the impact social media has on your organization. And preferably, you should engage. It does have consequences from a legal standpoint and companies need to make sure their HR and legal departments take this seriously. What happens when a reporter leaves. What happens when they say something bad under a company Twitter account. Example: Suspended when reporter said Wooden was dead. Example: Science Dude took his brand with him. Your complaints are amplified, if it’s on the Internet.
Social Media presentation
Social Media Presented by Claus Enevoldsen Director, Interactive Marketing Freedom Communications [email_address] @CEnevoldsen
WHY INVEST TIME TO ENGAGE THROUGH SOCIAL MEDIA? Heart Head Wallet
Goals • ENHANCE AUDIENCE ENGAGEMENT: - Ask questions - Encourage trials/participation - Listen - Respond promptly • ENRICH PEOPLE’S LIVES - Inform - Provide insights - Help audiences prosper (reader/advertiser) - Build communities Freedom GOALS in using social media
Objectives • BUILD RELATIONSHIPS - Cross-functional / executive involvement - Initiate conversations and connections - Understand needs and interests - Surprise and delight customers - Empower audience as our ambassadors • REINFORCE VALUE - Solve problems - Reaffirm trust and accessibility - Personalize “faceless” media company - Defend or protect brand with immediacy Freedom OBJECTIVES for using social media
From a business perspective Crisis Management Part of IMC Advertising Customer Service Database Marketing Conversation Branding
CASE STUDIES <ul><li>Crisis Management </li></ul>
Case study Virgin Airlines http://tmagazine.blogs.nytimes.com/2009/01/30/feedback-the-worst-in-flight-meal-ever/ Look at this Richard. Just look at it: [see image]. I imagine the same questions are racing through your brilliant mind as were racing through mine on that fateful day. What is this? Why have I been given it? What have I done to deserve this? And, which one is the starter, which one is the desert? You don’t get to a position like yours Richard with anything less than a generous sprinkling of observational power so I KNOW you will have spotted the tomato next to the two yellow shafts of sponge on the left. Yes, it’s next to the sponge shaft without the green paste. That’s got to be the clue hasn’t it. No sane person would serve a desert with a tomato would they. Well answer me this Richard, what sort of animal would serve a desert with peas in.”
Case Study Southwest Airlines Kevin Smith, 1.6 million Twitter followers Southwest, 1 million Twitter followers "Dear @SouthwestAir - I know I'm fat, but was Captain Leysath really justified in throwing me off a flight for which I was already seated?” "The @SouthwestAir Diet. How it works: you're publicly shamed into a slimmer figure. Crying the weight right off has never been easier!”
Advertising <ul><li>What is available in the market place for Social Media Services? </li></ul><ul><ul><li>-Social Network Ads </li></ul></ul><ul><ul><li>-Outsourced Social Media Services </li></ul></ul><ul><ul><li>-Social Media Integrated Campaigns </li></ul></ul>
Case Study http://www.youtube.com/watch?v=ive3vXv-XRk Old Spice http://www.youtube.com/watch?v=zkd5dJIVjgM