Yellow Brick Road (Module09)

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Yellow Brick Road (Module09)

  1. 1. Corporate
Overview The Yellow Brick Road to Social Media Maturity Module 09 Twitter: @lebrun Marcel LeBrun CEO, Radian6 marcel.lebrun@radian6.com 
The
contents
of
this
presenta3on
are
proprietary
and
confiden3al
  2. 2. “a light bulb, by its mere presence, creates a medium” - Marshal McLuhan
  3. 3. The Social Medium *Source: Darren Barefoot’s rendition of Robert Scoble’s social media starfish
  4. 4. The Social Web vs Traditional Media *Source: Darren Barefoot’s rendition of Robert Scoble’s social media starfish
  5. 5. Your brand is the sum of conversations about it
  6. 6. Your customers are talking on the “Social Phone”
  7. 7. Your can no longer control the medium. You are a participant.
  8. 8. 
Photo
by
Kevin Trotman (http://flickr.com/people/kt - Creative Commons Attribution)
  9. 9. Steps to Social Media Maturity
  10. 10. Level 1: Listening Seek first to understand – monitor & analyze: what is the sum of conversations about your brand? Broaden your field-of-listening Find the active communities of conversation Identify the most prominent topics/ issues for your industry
  11. 11. The Top 10 Conversations To Listen For… 1. The Point of Need 2. The Influencer 3. The Crowd 4. The Competitors 5. The Crisis 6. The Campaign Effect 7. The Inquiry/Question 8. The Customer Problem 9. The Compliment 10. The Complaint
  12. 12. Level 2: Responding What is the goal of listening? Learning the art of conversational listening Answering the “social phone” – responding to customer issues, requests, ideas, etc.
  13. 13. Level 3: Participating Broaden your field-of-listening and your engagement to your industry, not just your brand Take an interest & participate in the conversations that are important to your customers - ex: Aspirin & arthritis Measure your Share of Conversation
  14. 14. Level 4: Share Your Story Ok, now you can start a company blog, on a foundation of listening, responding & participating Let people in the tent to see the people, passion, and ideas that drives your company and its vision Show your brand’s personality – the “unmasked brand”
  15. 15. Level 5: Contribute Value, Build Community Add value by creating content which helps customers achieve their goals, overcome issues, etc. -(i.e. Chris Brogan’s “be helpful”) ex: What content could Tylenol or Bayer produce which would help with the most prominent issues being discussed related to arthritis?
  16. 16. “the medium is the message” - Marshal McLuhan

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