what is media?Anything that delivers a message• Not old media vs. new media—integrated media• Media consumption has evolved One-way Two-way Collaborative and Simultaneous• Social media is the collection of channels/technology by which individuals engage to share common interests for their mutual beneﬁt
why it’s important to the consumer:• Theyʼre conversing about you/your services—are you tuned in?• They feel entitled to talk to a decision-maker• They expect answers in real-time• Their expectations are rising—want more relevant content• They want authenticity and transparency—donʼt claim, demonstrate• By listening, you can anticipate your customersʼ needs in real-time
rules to do it rightTransparency: Tell the truth.Listen: Really listen.Find Your Rockstars: Reward them. Let Go: Youʼre no longer in control.
strategy ﬁrst. tactics second.building a strategy: start with your brand • Brand essence: What is your unique reason for being? • Brand truths: Show proof of your promise to customers. • Brand values: What are your guiding principles? • Brand character: What human qualities deﬁne the brand? • Consumer beneﬁts: Rational, emotional, or self-expressive? • Media channels: What media outlet will make the best connection?
blogger outreach• Treat Bloggers as media• Researched Active and Inﬂuential Craft Beer Bloggers• Criteria included location, frequency, comments, interactions• Invitation to exclusive Saranac Event• Follow up
summaryAre you prepared for change?• Strategy—be your brand• Listen• Cut the BS—be relevant, authentic, transparent• Itʼs about your consumers/advocates, not you• When you ﬁnd supporters or bashers, connect with them 1-on-1• Help them help you• Not traditional vs. social• Mind your manners—say “Thank You” and “Youʼre Welcome”• Build in ability to change—donʼt be AOL