Websg - The Needs and Wants of Social Media


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A sharing at websg meetup on 31 March 2010. Shared based on personal experiences as Blogger and at 24seven.

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  • Who are the people you have in your network? Who are your TA? Based on latest happenings, what are the opportunities out there? Any needs from the people that allows intervention of your product/service?How then can you use these opportunities to engage and reach out to your TA?Which platform is more suitable for this strategy?
  • Websg - The Needs and Wants of Social Media

    1. 1. The Needs and Wants of Social Media<br />“based on personal experiences as Blogger and at 24seven”<br />For Websg.org Meetup<br />
    2. 2. The things PR vs Marketing do in social media…<br />For Websg.org Meetup<br />
    3. 3. Social media to PR agencies…<br />Invitation to media events<br />Hold blogger events<br />Sending press release to bloggers<br />Wine and dine with bloggers<br />Loan units for trial and review<br />Hope for (expect) write-up on blog<br />Find opportunities to seed product for trial and review<br />For Websg.org Meetup<br />
    4. 4. Social media to advertising agencies…<br />Banner buys<br />Advertorial in blogs<br />Pay bloggers to write<br />Using bloggers and their presence to increase traffic to site<br />Wants to control what is written<br />Sees only the numbers<br />Wants to do what PR is doing but sucks at it.<br />For Websg.org Meetup<br />
    5. 5. Due to lack of internal communication,<br />Leads to duplicate of effort and clash of interests<br />For Websg.org Meetup<br />
    6. 6. For Websg.org Meetup<br />The things they want…<br />Most of these examples comes from media / interactive agencies<br />
    7. 7. They say…<br />“Everyone’s talking about it! I want to do it!”<br />Give me bloggers!<br />I want a Facebook group<br />Give me Twitter too!<br />What do you want them to do?<br />What do you want the bloggers to do?<br />Erm… …<br />For Websg.org Meetup<br />
    8. 8. They say…<br />“I want bloggers to write positive things about us.”<br />I’m paying to engage them. They cannot write negative things about my company or product.<br />No! I don’t want it to be labeled as <ADV><br />I’m paying. So I’ve the right to.<br />Let’s do an advertorial campaign instead of an engagement.<br />But its only right to disclose. And we do not encourage control over what the bloggers write.<br />Erm… … (you’re paying us for our service, not paying the bloggers to write only the positives.)<br />For Websg.org Meetup<br />
    9. 9. They say…<br />“Give me the traffic. I want to hit 500k impressions.”<br />Tell me the impressions I’ll be getting for this investment… I want a lot of traffic…<br />I want to know how many impressions my Twitter is getting…<br />Give me the statistics report.<br />It’s not just about the number of impressions…<br />Don’t you want to know what others are saying about you instead?<br />We can’t track impressions on Twitter. It doesn’t make sense…<br />For Websg.org Meetup<br />
    10. 10. They say…<br />“Social media is free, you can do with this (tiny) budget.”<br />For Websg.org Meetup<br />
    11. 11. The things that take time to understand…<br />For Websg.org Meetup<br />
    12. 12. What is social media?<br />Media (Then)<br />Personal: Letter, Phone, Email, IM<br />Mainstream: Newspaper, TV, Radio, Outdoor<br />Media (Now)<br />Personal + Mainstream<br />(Converging? OR Converged?)<br />For Websg.org Meetup<br />
    13. 13. Hardware Vs Heartware<br />For Websg.org Meetup<br />
    14. 14. Long-tail of Social Media<br />Reach<br />Traditional Media<br />E.g. Content on Print<br />Online Media<br />E.g. Content on Blog<br />Time<br />For Websg.org Meetup<br />
    15. 15. Advantage of Continuity<br />Reach<br />Ideal growth<br />Time<br />Campaign A<br />Campaign B<br />Campaign C<br />Campaign D<br />Short term goal with<br />One-off campaign<br />Long term goal with<br />Multiple campaigns<br />For Websg.org Meetup<br />
    16. 16. Content Distribution<br />Content Package 1<br />(Press Release, Photos, Videos, Reviews, Product specifications etc)<br />For Websg.org Meetup<br />
    17. 17. Content Distribution<br />Content Package 1<br />Content Package 3<br />Content Package 2<br />Content Package 4<br />Channels to Broadcast<br />For Websg.org Meetup<br />
    18. 18. The things they should be focusing…<br />For Websg.org Meetup<br />
    19. 19. Strategies instead of tools…<br />People<br />Opportunity<br />Strategies<br />Technology<br />From Groundswell: Winning in a World Transformed by Social Technologies (2008)<br />For Websg.org Meetup<br />
    20. 20. Social media is about…<br />Commitment<br />Willingness to take risk<br />Being real (and transparent)<br />Getting involve<br />Communicating (in both ways)<br />Taking time (not a quick way out)<br />Opportunity for audience to see<br />For Websg.org Meetup<br />
    21. 21. Be daring and experiment!<br /> but first… learn to listen…<br />For Websg.org Meetup<br />
    22. 22. Less control<br />Track and Evaluate<br />Experiment <br />and Review<br />Listen and Strategize<br />More control<br />For Websg.org Meetup<br />
    23. 23. Some things you can make it good in social media…<br />Make it a conversation<br />Offer value<br />Offer variety and options<br />Gives exclusivity to evangelists<br />Recognise and reward fans<br />For Websg.org Meetup<br />
    24. 24. One final quote…<br />“by yours truly…” *ahem*<br />For Websg.org Meetup<br />
    25. 25. “People say Content is King, <br />But (I think) Network is your Kingdom.”<br />Without the network (and people), your content remains in your castle.<br />For Websg.org Meetup<br />We Rule Rocks! <br />(Something like that lah!)<br />Claudia Lim<br />24seven Communications<br />Find us at http://24seven.com.sg<br />Blog: claudia.sg Mail: claudia.lim@24seven.sg<br />