The B-B-B-Beees of Social Media!


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  • What is a brand?   A brand is a living thing. It has a heartbeat. A brand is something an organization is, lives and then shows.   Definitions.   For today’s presentation we will use these terms:    Brand A brand is a promise wrapped in an experience.    Brand Development Brand Development is a strategic process through which you discover the core values of your organization.     Brand Integration How the brand promise is carried through in all aspects of your organization.
  • Brand – Why it matters Your brand is an intangible asset that occupies some of the most expensive real estate in the world – a niche in your constituencies’ brain.  As human beings we respond to brands because we need to distinguish one thing from another. The most organized, consistently delivered brands are the ones people respond to. The most consistently delivered brands are the ones that communicate clearly to their audience.The most consistently delivered brands area the ones people understand, know and trust. And TRUST is the crucial component.  ValuesA brand is an expression of the core values of your organization. Your brand creates expectations and makes promises to your audiences. Your organization’s brand has to convey the key values of your organization – values rooted in your core activities – to develop a loyal following. It is NOT your mission statement, logo, or your tagline.
  • Emotional connectionsYou must build a powerful emotional brand. Put yourself in your audience’s shoes. Why would the use your services?Start creating relationships and showing that you value them. They are hearing your brand promise – it must be authentic to them. You must always deliver on your promise.  Loyalty Brand loyalty – it’s one of the keys to organizational sustainability. Brand loyalty is earned by the consistent presentation of your brand promise and everything that promise implies.  Reputation Be careful what you promise. Your brand is not a role. You are your brand, and your brand is you.  Realize too that branding (the perception of your brand) happens OUTSIDE of your organization – in the marketplace. You are not in control of how you are perceived. Let me repeat that – you are not in control of how you are perceived. Which means you may need to come to the realization that your brand is not as great as YOU think it is. You live it everyday – the rest of the world doesn’t.
  • Inspired Advocates We begin with core values. We add relationships built on trust and delivering on the promise. Loyalty develops as people want to be part of your organization. You listen to them as it is their perception of your brand that is the most important thing. When you do all of that – you have created Inspired Advocates. People who will sing your praises, defend you, promote you, encourage others to use you – they are your voice in the marketplace.   Creative advertising, a brilliant logo, a catchy slogan or theme song do not create Inspired Advocates. Yes, how you put your brand message out in the marketplace is important, but loyalty comes from being true to your promise. It’s that simple.   Brands that don’t deliver on their promise create catastrophic negative word of mouth. Brands that consistently exceed their promise create Inspired Advocates.
  • We define Buzz as "The transfer of information through social markets." or "The act of consumers providing information to other consumers."In short, buzz happens when you do something to get notice.  It gets people talking - customers, prospects, the press - about your wonderful product or service.  Buzz is an inexpensive, immediate and direct alternative to traditional marketing methods.WOM – word of mouth marketingThe strongest from of marketingThird party validation of your servicesTrust factor strong
  • You already do this when you Purchase a program ad Sponsor a Little League teamSpeak to groupsWrite scholarly papers
  • 3M post it example: The story goes something like this - 3M had a new product.  It wasn't selling very well.  In order to create Buzz, the chairman of 3M's secretary (notenot the chairman himself) sent a free block of Post-It notes to 499 of the Fortune 500's executive secretaries.  The rest is history.
  • In the online world: When launched, the majority of the country was on either AOL or Compuserve, or they had a local ISP.  How many here have had a hotmail account?  What you'll notice on the bottom of every e-mail, there's an ad that looks like a P.S. line for "hotmail" - what did that do?  Provided the company a way to market themselves on the coat tails of millions of e-mails being sent on their system every day.When hotmail first started it was the first FREE web based email system. It created a buzz that quickly spread. It also invited competitors. Buzz can be fleeting.
  • How many have a GMAIL account?GMAIL was a little different.  It played on the fact that Hotmail only gave out 250Mb of space at the time and Gmail was going to offer 2Gigs... which at the time again, was an enormous amount of space.  I mean, who could EVER use 2 GIGS of space?  Google created buzz because they launched this new service as an "invite only" service and gave the power users and INFLUENCERS first crack. Today - Gmail - approximately 50 million usersTremendous buzz. Trust factor high. Today, offers multiple services and methods of use.
  • Negative Buzz spreads much faster than positive Buzz.The old method is word of mouth.For every customer who says something good there are 27 who say complain.So, if 27 negatives tell 16 people (which is about the 'old stat') - that's 432 negative buzzers.
  • The new method is word of MOUSE.  The ratio is better but the impact is far worse.For every customer who says something good, there's one customer who complains.  BUT when they complain now, they post to Twitter or Facebook 1,000 friends.  Then if one person agrees with them and comments, that spreads the message to another entirely new set of friends.So let's continue on for those of us who like the "numbers' side of things...
  • In 2005 consumers were exposed to 3,000 commercial messages a day.  This is before facebook and twitter.  With social media that number as gone up.Your goal as a marketer (and we are all marketers in some way or another) - is to create BELIEF BASED BUDDY BUZZ.If you tell 25 friends "Go watch to the new Britney Spears song... even if you don't like her, the video effects are remarkable!" - and they agree, and tell 25 friends.... that's 625 views.We as society are going to trust the opinion of our friends.  However that trust comes with responsibility.  If you break the "trust" of someone or a group of someones - you risk Bad Buzz.So we need Brand-Based, Believable, Buzz from Buddies.  This overcomes the mistrust and disinterest that our society has in general.
  • The new method is word of MOUSE.  The ratio is better but the impact is far worse.For every customer who says something good, there's one customer who complains.  BUT when they complain now, they post to Twitter or Facebook 1,000 friends.  Then if one person agrees with them and comments, that spreads the message to another entirely new set of friends.So let's continue on for those of us who like the "numbers' side of things...
  • You decide on the levels of access you grant. Make connections/find resources – then connect off line. Post a question – answer a questionFind industry news and trends
  • Now, close your eyes.  It's July 4th weekend and you have been invited to your bosses house along with a bunch of other employees and their significant others.  There are activities for the kids, plenty of beer, and steaks on the bbq.  It's 85 degrees out, but there's a nice breeze blowing.  Open your eyes.Welcome to Facebook.- status message driven- communal promotion (you promote yourself AND others, they do the same)- EVERYONE thinks they're an expert.- It's busy, but not insane. There's time to see everyone, and at least get a short update on what's going on in their lives.- You must approve friend requests.  There's trust involved.- Your brand is imperative, and copyable, and vulnerable.- Conversations happen. Comments, Likes, Reposts/Shares.- Uses PAGES for brands- Uses GROUPS for collaboration
  • Now, close your eyes again.  BBQ is over, boss has to be on a plane early the next day... so it's 9 p.m. and everyone is kicked out.  You decide you're not done partying.  You noticed in the paper that there's a Firecracker Frolic nearby.  You head on over to the area's largest bar/nightclub/danceclub/etc.  You walk in and head to the closest bar seat... which is on the other side of the dancefloor. 
  • Leave Immediately!!!!
  • Captain Sully Feeds to your facebook page and LinkedIn page
  • The B-B-B-Beees of Social Media!

    1. 1. What’s the B-B-B-Buzz?!The B-B-B-Bees of Social Marketing<br />John W. Dawe, CFREPresident of Dawe Consulting, LLC<br />570-763-9876<br />
    2. 2. BRAND<br />
    3. 3. BRAND<br />A brand is a promise wrapped in an experience.<br />
    4. 4. BRAND<br />A promise to…<br />Your employees<br />Your clients<br />Your investors<br />Your vendors & suppliers<br />
    5. 5. BRAND<br />Absorbed through…<br />Values<br />Emotional Connections<br />Loyalty<br />Reputation<br />Inspired Advocates<br />
    6. 6. buzz<br />
    7. 7. buzz<br />“The act of consumers providing information to consumers”<br />
    8. 8. buzz<br />Get people talking about how wonderful your service is.<br />
    9. 9. buzz<br />
    10. 10. buzz<br />
    11. 11. buzz<br />
    12. 12. sharing buzz<br />THE OLD WAY: Word of Mouth<br />Beeman tells 10 other bees = Total 11<br />They then each tell 3 more (+33) = 44<br />They each tell 1 more (+44)<br />Total Brand Impressions: 88<br />BuzzKill after 3-5 iterations.<br />
    13. 13. sharing buzz<br />THE NEW WAY: Word of MOUSE<br />Beeman posts to Facebook to 99 friends = 100<br />10% of those friends “Like”/Comment = 110<br />Those people’s 100 friends see this (+1000)… <br />Total Brand Impressions: Total 1,100<br />BuzzKill after 30-50 iterations.<br />
    14. 14. Belief-Based<br />Buddy Buzz!<br />1. Brand is a Promise<br />2. Promise requires Trust<br />3. Social Marketing Trust is Earned because of USEFUL Content<br />4. Buzz is SPREAD BEST by the Influencers!<br />
    15. 15. Buzz Words<br />“Free”<br />“Share”<br />“We/Us”<br />“Cool” “Neat” “Awesome”<br />“WOW!”<br />“Hurry”<br />“Easy/Quick/Fast”<br />
    16. 16. So, what are the Social Marketplaces?<br />
    17. 17. Close your eyes…<br />
    18. 18. Welcome to<br />The Boardroom<br />
    19. 19. boardroom<br /><ul><li> Self-Driven Promotion
    20. 20. Community based groups and forums
    21. 21. Earn the title “Expert”
    22. 22. Profiles & Networking w/ Peers
    23. 23. Recommendations / “References”
    24. 24. Access to other people’s networks via “Introductions” = Trust</li></li></ul><li>boardroom<br /><ul><li> THE NUMBERS</li></ul>As of Oct 2009 – 50 million users<br />12 million are small business owners<br />All Fortune 500 Companies are represented – with C-Level and above<br />20+ Connections = 34x more opportunities<br />
    25. 25. Close your eyes…<br />
    26. 26.
    27. 27. Backyard BBQ<br /><ul><li> status-message driven
    28. 28. communal “promotion” of self and others
    29. 29. anyone can claim the title “expert”
    30. 30. enough time to say “hi” and check in
    31. 31. Friend Requests = Trust
    32. 32. Conversational (‘likes’ and ‘comments’)
    33. 33. Brands represented by “Pages”
    34. 34. Common Interests & Collaboration in “Groups”</li></li></ul><li>Backyard BBQ<br /><ul><li> THE NUMBERS</li></ul>350 million users – 175 million log on every day<br />35-55 fastest growing age group<br />Median age 33 – up from 26 in May 2008<br />70% retention rate<br />
    35. 35.
    36. 36. The Bar<br /><ul><li>Get OUT of MySpace!
    37. 37. Scattered
    38. 38. No Standards
    39. 39. Good for Kids & Bands
    40. 40. That’s about it.
    41. 41. Stay Away!!!</li></li></ul><li>Close your eyes…<br />
    42. 42. Group Exercise!<br />
    43. 43. Work in your groups to come up with FOUR words or phrases that describe an effective billboard.<br />The person whose first name is closest to “B” should write them on post-its and bring them up.<br />You have 3 minutes to work.<br />Then your team captain will bring them up.<br />
    44. 44.
    45. 45. Billboard<br /><ul><li> 140 characters or less
    46. 46. Must be Valuable
    47. 47. Follow / Follow-Back
    48. 48. Stand out from the Clutter
    49. 49. Uses #hashtags for common interest
    50. 50. FEED to Other Services!</li></li></ul><li>Billboard<br /><ul><li> THE NUMBERS</li></ul>19% of internet users use twitter<br />26 million users every day<br />Median age – 31<br />60% abandon rate<br />
    51. 51.
    52. 52. Ensure Value!<br />
    53. 53. Blogs<br /><ul><li> Must have value
    54. 54. Your publications & news
    55. 55. Case studies
    56. 56. Also can be used as your “Website”
    57. 57. ‘Feed’ & Promote via other channels.
    58. 58. Twitter, Facebook, LinkedIn Integration
    59. 59. We use Wordpress.</li></li></ul><li>So how can these help me grow my business?<br />Let’s Review.<br />
    60. 60. BRAND<br />Define your brand. It’s a promise wrapped in an experience. What type of experience will those who interact with your brand ALWAYS have?<br />
    61. 61. buzz<br />Find a way to Create Buzz. <br />Make sure it fits within your brand promise. <br />Make it “Shareable” – Consumer-to-Consumer<br />Reinforce other people’s good Buzz! <br />
    62. 62. Board Room<br />Create a Profile, Keep it Very Professional<br />Download the LinkedIn “App” so you can keep in contact with your peers “on the move”<br />Respond to LinkedIn “Answers” – Be an Expert<br />Get recommended. <br />Connect to Twitter.<br />Log in at least once a week.<br />
    63. 63. Backyard BBQ<br />Create a Profile, Keep it Very Professional<br />Download the LinkedIn “Facebook” so you can keep in contact with your peers “on the move”<br />Comment and “Like” things that are professional<br />Don’t play games (if you do, don’t publish this!)<br />Connect to Twitter.<br />Create a post when you do new blog posts.<br />Log in at least once a day.<br />Post meaningful, helpful or good-buzz-making statuses.<br />
    64. 64. The Bar<br />Run away and don’t look back.<br />
    65. 65. Billboard<br />Create a Profile, Keep it Very Professional<br />“Tweet” and “Re-Tweet” Helpful Information<br />“Tweet” when you do new blog posts.<br />Sign up for SocialOomph and use it to “monitor” your brand.<br />Log in at least once a day.<br />Use a mobile “App” to tweet on the move.<br />
    66. 66. Blog<br />This is really your personal newsletter on the web.<br />Newsletter-quality content<br />Check regularly for “feedback”<br />Post at least twice a month if not weekly. (Daily is better)<br />Attribute other people’s works appropriately.<br />Feed into Facebook, Twitter, etc.<br />
    67. 67. Any Questions?<br />
    68. 68. What’s the B-B-B-Buzz?!A Social Marketing Primer<br />John W. Dawe, CFREPresident of Dawe Consulting, www.daweconsulting.comTwitter/Facebook/LinkedIN: johndawePhone/SMS: 570.763.9876<br />