The Chavez Imperatives, A Guide to Social Marketing

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Conceptual introduction to social media marketing given by Gil Chavez, 2010 at the PCC in Tokyo

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The Chavez Imperatives, A Guide to Social Marketing

  1. 1. The Chavez Imperatives Putting the Social Back in Social Media Gil Chavez President BC Consulting www.consult-bc.com
  2. 2. Social Media Marketing is … <ul><li>Promoting brand, product, services through social media sites </li></ul><ul><ul><li>By creating content that is shared or </li></ul></ul><ul><ul><li>By encouraging user-generated content that is shared </li></ul></ul><ul><li>Within online social networks …. </li></ul>
  3. 3. 4 SMMM <ul><li>Social Media Marketing Myths </li></ul>
  4. 4. SMMM #1 <ul><li>“ SMM will replace advertising” </li></ul><ul><li>Maybe not… </li></ul><ul><ul><li>“ Although Banners and Newsletters were most likely to be seen as ads, they were among the best at triggering purchase intent and viral recommendations. So again, traditional advertising may be the best choices depending on the goals of a campaign .” (Psychster research, March 10, 2010) </li></ul></ul>
  5. 5. SMMM #2 <ul><li>“ We marketers know exactly what we’re doing.” </li></ul><ul><ul><li>Yahoo! founded 1994 goes public 1995 </li></ul></ul><ul><ul><li>Google founded1998 goes public 2004 </li></ul></ul><ul><ul><li>MySpace founded 2003 </li></ul></ul><ul><ul><li>Facebook founded 2004 </li></ul></ul><ul><ul><li>YouTube 2005 </li></ul></ul><ul><ul><li>Twitter founded 2006 </li></ul></ul><ul><ul><li>Foursquare launched 2009 </li></ul></ul><ul><ul><li>Rapid change makes it difficult to track what is happening. </li></ul></ul>
  6. 6. SMMM #3 (Obama 2008 Part I) <ul><li>“ Social media wins presidential campaigns.” </li></ul><ul><li>Did Obama really win the 2008 election with SMM? </li></ul><ul><li>Look at the numbers… </li></ul><ul><ul><li>$427.6M on media </li></ul></ul><ul><ul><li>$244.6M on TV broadcast </li></ul></ul><ul><ul><li>$26.5M on Internet </li></ul></ul>
  7. 7. SMMM #4 <ul><li>“ Going viral will build my brand, drive sales and make me rich and famous” </li></ul><ul><li>Probably not, </li></ul><ul><ul><li>the odds are against it </li></ul></ul><ul><ul><li>may go viral in a negatively humorous way </li></ul></ul><ul><ul><li>may go viral without relating to your objectives </li></ul></ul>
  8. 8. SMMM #4 – cont’d <ul><li>“ In the future everyone will be famous for 15 minutes.” – Andy Warhol </li></ul><ul><li>“ On the web everyone will be famous to 15 people.” – David Weinberger, author of The Clue Train Manifesto </li></ul>
  9. 9. SMMM #4 – cont’d <ul><li>“ With SNS everyone will be famous for 15 minutes to 15 people.” – Gil Chavez </li></ul>
  10. 10. SO, ARE WE SCREWED? <ul><li>Kind of…but there is hope. As outlined in these two important books, the old rules still apply. </li></ul><ul><li>- Malcolm Gladwell, The Tipping Point </li></ul><ul><li>- Robert Cialdini, Influence – The Psychology of Persuasion </li></ul>
  11. 11. Malcolm's Answer <ul><li>Gladwell’s Tipping Point analogy </li></ul><ul><li>An idea, like a virus, requires two things to spread: </li></ul><ul><ul><li>Stickiness </li></ul></ul><ul><ul><li>Exposure </li></ul></ul>
  12. 12. Malcolm’s Answer: How ideas spread <ul><li>Stickiness : This is your contagion’s strength </li></ul><ul><ul><li>Useful, meaningful, emotional involvement </li></ul></ul><ul><li>Social Networks : This is your exposure </li></ul><ul><ul><li>Diversity </li></ul></ul><ul><ul><ul><li>Multiple influencers </li></ul></ul></ul><ul><ul><li>Commonality </li></ul></ul><ul><ul><ul><li>Common purpose, interests </li></ul></ul></ul>
  13. 13. Obama 2008 – Part II <ul><li>Obama didn’t win the 2008 election with SMM </li></ul><ul><ul><li> But social media did help him a lot.… </li></ul></ul><ul><ul><li>Community platform for most avid supporters to organize, communicate, and build support via their own networks </li></ul></ul>
  14. 14. HOW CAN I DO THAT? <ul><li>Do-It-Yourself Social Media Campaign* </li></ul><ul><ul><li>*(results may vary) </li></ul></ul><ul><ul><li>*(results vary) </li></ul></ul>
  15. 15. CHAVEZ IMPERATIVES 5/95 + 30 +7 Laws <ul><li>Think Small </li></ul><ul><li>Think Involvement </li></ul><ul><li>Think Cialdini </li></ul>
  16. 16. Think Small <ul><li>Passion is personal </li></ul><ul><li>Identify & Energize </li></ul><ul><ul><li>Core audience – 5% will recruit /influence the remaining 95 </li></ul></ul><ul><li>Events </li></ul><ul><ul><li>Personal – think in groups of 30 or less </li></ul></ul><ul><li>Audience </li></ul><ul><ul><li>Build experience offline; reinforce online, WOM, content sharing </li></ul></ul>5/95
  17. 17. Think Involvement <ul><li>Define experience and communicate it </li></ul><ul><ul><li>Support what interests your audience; shared values </li></ul></ul><ul><li>Ownership </li></ul><ul><ul><li>Allow core to refine, customize experience, for sense of ownership and increased stickiness </li></ul></ul><ul><li>Herding cats </li></ul><ul><ul><li>Retain control of the basic platform </li></ul></ul><ul><ul><li>Kiss (Like & Retweet) </li></ul></ul><ul><ul><li>Punch (Block & Delete) </li></ul></ul>30
  18. 18. Think Cialdini (abridged) <ul><li>Laws of Commitment and Consistency </li></ul><ul><ul><li>Incremental; In Writing; Public; Sacrifice </li></ul></ul><ul><ul><li>Small rewards; Social proof; Like me -Like you; Familiarity </li></ul></ul><ul><ul><li>Political activism and cults </li></ul></ul><ul><li>Laws of Loyalty </li></ul><ul><ul><li>Competition and peer pressure </li></ul></ul><ul><ul><li>Sibling rivalry </li></ul></ul>7 L’s
  19. 19. Think Cialdini <ul><li>Laws of Ritual </li></ul><ul><ul><li>Vocabulary and way of doing things </li></ul></ul><ul><li>Laws of Association </li></ul><ul><ul><li>“ My team” – associate w/ positive; disassociate w/ negative </li></ul></ul><ul><li>Laws of Authority </li></ul><ul><ul><li>Dear Leader; Be Like Mike </li></ul></ul>7 L’s
  20. 20. Think Cialdini <ul><li>Laws of Scarcity </li></ul><ul><ul><li>Banned to the best-seller list </li></ul></ul><ul><li>Laws of Reciprocity </li></ul><ul><ul><li>Something given usually results in multiple gain </li></ul></ul>7 L’s
  21. 21. CHAVEZ IMPERATIVES 5/95 + 30 + 7 Laws <ul><li>Think Small </li></ul><ul><li>Think Involvement </li></ul><ul><li>Think Cialdini </li></ul>
  22. 22. Grand Finale! Wake up, here it comes
  23. 23. Grand Finale! <ul><li>Higher level of involvement = higher level of sharing </li></ul><ul><ul><li>Focus: on audience’s interests and support it </li></ul></ul><ul><ul><ul><li>Red Bull </li></ul></ul></ul><ul><ul><li>Build emotional involvement </li></ul></ul><ul><ul><ul><li>Harley-Davidson </li></ul></ul></ul><ul><ul><li>Malcolm’s Answer </li></ul></ul><ul><ul><ul><li>Amazon </li></ul></ul></ul><ul><ul><li>Cialdini’s Laws </li></ul></ul><ul><ul><ul><li>Zappos </li></ul></ul></ul><ul><ul><li>5/95 + 30 </li></ul></ul><ul><ul><ul><li>Beers for Books </li></ul></ul></ul>
  24. 24. They got it right <ul><li>Amazon.com </li></ul><ul><ul><li>The original social networking site </li></ul></ul><ul><li>Red Bull </li></ul><ul><ul><li>Events-oriented, sponsorship, Fly Days, high-profile daredevil stunts build experience and exposure in mass and online media </li></ul></ul><ul><li>Harley-Davidson </li></ul><ul><ul><li>Actively supports participation in events, rider groups; online facilitates connections, video uploads </li></ul></ul>
  25. 25. They got it right – cont’d <ul><li>Apple </li></ul><ul><ul><li>Recognized the usefulness of Podcasting, incorporated it into iTunes </li></ul></ul><ul><li>Zappos </li></ul><ul><ul><li>CEO Tony Hsieh built exceptionally cult-like corporate culture </li></ul></ul><ul><li>Beer4Books </li></ul><ul><ul><li>Series of fundraising events supported online </li></ul></ul>
  26. 26. CHAVEZ IMPERATIVES Cialdini Involved Small

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