Good afternoon, my name is Crystal Good and I’m the director of brand development and “chief mythologist” – or “chief storyteller” – at Mythology. Mythology is a strategic marketing management services consulting firm here in West Virginia. We help organizations like yours understand and take advantage of this new Internet-fueled world of marketing. Today I want to share with you a few thoughts about this phenomenon called social media. More importantly, I want to share with you some ways to think about social media that could benefit the marketing and growth of your company, nonprofit, school, church or other organization.
Just a decade ago, marketing your organization was much simpler: Choose a compelling message and deliver it through a few communication channels that reached the masses. It was glamorous, as portrayed in the hit cable TV series Mad Men (any Mad Men fans out there?)
Today, the world of marketing is much more complicated. Instead of a few TV stations, there are hundreds! Instead of a few radio stations, there are at least dozens and even hundreds when you consider satellite radio such as XM and Sirius. And now, with well over 25% of a consumers’ media time being spent on the Internet, you have an entire new world of marketing communications to consider.
What we are seeing today in marketing is the shift from one-way “megaphone” style marketing to a two-way, conversational approach to connecting with your customers. But like we know in our daily family and friend relationships, conversations require listening. And when we’re talking to thousands of people at a time, conversations require some coordination. Does what you’re saying online match up to what you’re saying in newspaper print, or on radio or TV? How does it all work together?
Today we’re going to zero in on the social media aspect of the conversation, because that’s where people can talk back. We humans are hard-wired to be social. Studies have shown that people with more social connections are in fact healthier, happier and more successful. Our brains are trained to recognize that social connections translates to trust. The more people who know you, the more others seem to think you are trustworthy. It’s society’s litmus test in many ways. Our brains actually release special chemicals in the brain the more social connections you have…and others pick up on that and also trust you. Because we humans created the Internet, it should be no surprise that the Internet has become more social. The first generation of the Internet – Web 1.0 – was really more static. Many web sites were more like electronic billboards. Our current version of the web – Web 2.0 – has evolved to be very conversational. Web sites have turned into blogs which invite two-way conversation. All of these hundreds of social media tools represented on this slide have sprung up in the last five years to make the Internet more conducive to conversation. Let’s take a look at some of the largest sites….
Facebook is now the king of social media with well over 500 million users. About 70% of those are outside the United States. Sites like Facebook and MySpace are social communities, but they are also used by companies to build emotional connections with customers and employees. The average Facebook user has about 130 “friends” As a company, your goal on Facebook is to generate “likes”, or people who sign up to get your updates, and engage in light content, drive to deeper content and engagement In this example, Sistersville General Hospital which is nearby us here in Parkersburg, has done a wonderful job launching their Facebook presence with over 300 friends or “likes”. We’ll talk about ways to generate friends in just a moment.
Twitter is a somewhat newer social media tool called a “micro-blog.” On this site, you updated your status or share useful information in 140 characters or less. Your g oal is to generate “followers”, and drive clicks to deeper info such as a link to a web site, video or blog. It’s surprisingly useful, and if you search on a given term such as “Mountaineers” or “healthcare”, you can get a pulse of the conversations happening all over the world on the topic.
LinkedIn is a more business-focused site that started almost like an electronic business card and resume. Once you update your information on LinkedIn, such as a new job title or contact information, everyone has access to it. LinkedIn did not start as a truly social site, but it is evolving more into one every day. It has groups that you can join, and it has started to pull in Twitter feeds and other dynamic content. LinkedIn is still much smaller than Facebook, but its audience of millions of business decision makers makes it more attractive for that audience. For example, you may want to invite a brand new contact to connect with you on LinkedIn instead of Facebook where you share more personal information. Description : Contact and community site for business Goal : Generate contacts, build groups around issues, interests, company
Youtube is a video-sharing site that serves up almost 50% of the videos viewed on the Internet. YouTube users viewed 14.6 BILLION videos in the month of May alone! As a marketer, your goal on YouTube is to generate views of branded content, earn fans of your video channel, and inspire viral sharing Yes, it’s true there a lot of DUMB videos on YouTube…but don’t let that fool you. Savvy marketers and very talented amateurs and professionals are delivering some amazingly creative work and using YouTube as an inexpensive way to get their work noticed. Major brands, such as Ford in this example, are using YouTube to showcase both traditional ads but also new, longer-form videos. Often a brand will ask their customers to submit their own videos in support of the brand and showcase them on their Youtube site.
Ning is an interesting tool that allows you to build your own social community. At Mythology, we’ve used Ning to build unique social communities for the Hatfield McCoy Trails and Create WV. When you build your own community, you have more control over its features, but you lose the ability to tap into millions of users who are already on a community site like Facebook. This Ning site is for the Mountain State Marketers community, which is a new statewide peer networking group for marketing professionals. We invite you to join it!
A big reason for the explosion of social media use and the common status updates that go along with it is the massive rise in mobile phone use – especially “smart phone” use……
So how does this amazing growth in social media create an opportunity – and a challenge – to you as a marketer or executive of an organization? Today’s consumer and media environment demands a new approach to marketing: Average consumer receives up to 3,000 commercial messages a day – a positively remembers only 4 of them Only 7% of consumers trust advertising messages Every demographic group from Baby Boomers to (especially) Millennials, prefers to find new product/service information via the Internet over any other medium Word of mouth , fueled by social networking, email and IM, is the most powerful marketing channel in today’s world Consumers expect to participate in the development and propagation of brands; it’s now a two-way conversation , not a megaphone
Because we simply don’t trust advertising anymore, word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive, factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would. New social media tools such as Yelp have grown up to serve this need of ours to understand what other people are thinking, especially about businesses. If you are a business owner, you should visit Yelp and “claim” your business as soon as you can! Why? Because Yelp is a site where people visit to give their opinion about your company and the quality of service or product they received from you. Does that make you nervous? It should…a little. But remember, people are out there talking about your business every day, whether you are aware of it or not. Yelp and other social media tools give you a chance to join the conversation. Please note that you can’t CONTROL the conversation, but you can influence it. But you can’t influence it if you’re not a part of it.
This is a VERY important point. For most of our careers, we’ve been taught to try and control our brand, to control what people think of us through our one-way advertising. Advertisers spent millions carefully crafting a brand image in hopes that it would be effective for driving sales. Today, consumers are more in control – and as we’ve discussed, they DO NOT trust your advertising. They DO trust what their peers say about a product or service. So how do you influence consumers to say good things about you?
One of the key tactics that marketers need to understand about a conversation is not unlike joining a cocktail party: If you want to hold an effective conversation, you have to have something interesting to say! This is a key mistake many marketers make on their Facebook page. Just asking potential customers to be a “Fan” or a “Friend” isn’t enough. Ask the question, what’s in it for them? Consider setting up an editorial calendar where you map out content for the next few months. Think about who in your company could become a regular contributor of ideas and information. Maybe your own customers would like to post a blog or comments on your site? What value will they get when the “Like” you on Facebook or follow you on Twitter? Are you just promoting your services, or are you offering them interesting, useful information? Before you launch your social media efforts, you should think about this very deeply. Will you offer a regular dose of interesting thought leadership? Will you share new ideas or answer questions from customers? What will be YOUR draw to start and maintain the conversation?
At Mythology, we talk a lot about “sticky” stories. A sticky story is one that you can share via social media and has a high likelihood of getting picked up and shared by other people. On Twitter, this is called “re-Tweeting”. On Facebook, it’s when a user hits the “Share” button. You want to share ideas and information that people enthusiastically share. There is a simple formula we use to determine whether a message is “sticky”: It must be very SIMPLE – short and sweet, easily understood by everyone. If they have to think about it very long, it will get passed over It must be UNEXPECTED – If it’s the same boring information they expect, people will gloss over it It must be CONCRETE – which means it must engage as many of our senses as possible. That’s why viral video is so popular; video connects more with people than just printed words it must be CREDIBLE – When the positive message originates from a third party reference instead of you, it’s inherently more credible Finally, it must touch our EMOTIONS and tell a brief, powerful STORY – This generates action and inspires people to share the story with others
The most “viral” or shareable videos are often not planned by a company. They often come from creative fans who simply share their passion or creative ideas. Smart companies encourage this and give their fans an opportunity to shine on their behalf. Sometimes this takes some getting used to. One of the most famous examples of a viral social media success involved a group of creative friends in New England. They found that by dropping a Mentos candy into a two liter bottle of Diet Coke, it exploded with foam. They took this discovery and turned it into a “Mentos-Diet Coke Fountain” video The impact? 20 million+ video views 10,000+ copycat videos created – multiplier effect – other people made their own versions! 215 million mentions of Mentos in traditional media: TV, radio, print = $10 million in media value Business results Mentos sales grew 20% during the window of popularity for the video Even after it died down, sales stayed at 15% higher than before Diet Coke: Sales grew between 5-10%, 27% increase in coke.com traffic Lesson: Embrace phenomenon that arises to your benefit Mentos reaction: Sent boxes of free Mentos to the creators Diet Coke reaction: “craziness with Mentos doesn’t fit Diet Coke’s brand personality.” (later changed their tune and sponsored the creators to do more) What would YOUR response be if someone posted an interesting video mentioning your company in a positive or negative way?
At Mythology, we help clients measure the effectiveness of their marketing. And this applies to social media as well, just like the Mentos-Diet Coke example. What is the goal of your social media effort? Is it to build awareness among new potential clients? Is it to share deeper information with current leads, pulling them closer to a sale? Or is to build a community of loyal advocate customers and equip them with messages they can share on your behalf? It’s important to be very purposeful and measure the impact of social media along these lines. If your goal is for someone to hit the “Like” button on Facebook for your business, what does that mean to you?
When you decide to measure your efforts, you can hold your company accountable for results. We work with our clients to ALIGN the team with the social media effort. For example, who is responsible for posting information on your blog or on Facebook? Who’s job is it to reply when prospects post something on your site? What if there is a complaint, or someone who posts something inappropriate? What will your policy be respond or take down the comment? Typically, you should embrace a complaint on your site and simply respond with truthful information in a positive way. That demonstrates that you are not afraid of criticism, which builds your credibility. But this doesn’t mean that you should let erroneous information go unchallenged or allow rude people to dominate your social media site. It all comes down to clear goals, training and incentives for your team to do a good job holding conversations online.
At Mythology, we focus on empowering our clients with a solid foundation for marketing. Too often, marketing is seen as a “one-off” project to build a brochure, or a web site, or an ad, without much thought of what the long-term plan really is. Social media, as we’ve discussed, needs to be thought of in context of your overall marketing. Social media can work very hard for your organization to build brand, revenue and relationships – IF you’re prepared!
I’d like to continue the conversation with you! Here are several ways we can stay in touch – via email at firstname.lastname@example.org, or you can search for Mythology marketing on Linkedin, Facebook, and Twitter. Also, I would like to invite those of you who are in the marketing profession to join our peer networking group called Mountain State Marketers. We hold statewide webcasts every few months to showcase what leading marketing professionals in our state our doing so you can learn from your peers. QUESTIONS – If we have time? If not – Thank you very much!
Marketing through social media - the basics
Marketing Through Social Media 8.23.10 Crystal Good Director of Brand Development, Chief Mythologist
Marketing used to be much simpler. www.mythologymarketing.com
It’s just not like that anymore. It’s hard work! www.mythologymarketing.com
A Coordinated Conversation is Required. …But Two-Way Conversations are More Difficult Than One-Way Megaphones! www.mythologymarketing.com
Marketing Effectiveness in the Internet Era <ul><li>3,000 </li></ul><ul><li>4 </li></ul><ul><li>7% </li></ul><ul><li>Everybody </li></ul><ul><li>WOM </li></ul>www.mythologymarketing.com
Word of Mouth: The Power of Buzz and Your Opportunity to Participate www.mythologymarketing.com
How to Win (Facebook) Friends and Influence Tweeters www.mythologymarketing.com <ul><ul><li>Former Procter & Gamble </li></ul></ul><ul><ul><li>CEO A.G. Lafley: </li></ul></ul><ul><ul><li>“ The more in control we are, the more out of touch we become. But the more willing we are to let go a little, the more we’re finding we get in touch with consumers.” </li></ul></ul>
Becoming a Publisher of Valued Content <ul><li>Understanding your prospects’ and influencers’ interests </li></ul><ul><li>Align with your expertise </li></ul><ul><li>Editorial calendar </li></ul><ul><li>Content producers – inside and outside organization </li></ul><ul><ul><li>Showcase influencers who are your advocates </li></ul></ul><ul><ul><li>Blogs, video </li></ul></ul><ul><li>Optimize content for search engines </li></ul>www.mythologymarketing.com
Case Study: Mentos & Diet Coke www.mythologymarketing.com
Social Media Fills Your Customer Funnel by Activating Current Advocates and Loyal Customers
Alignment: Preparing Your Team <ul><li>Goals </li></ul><ul><li>Roles and responsibilities </li></ul><ul><li>Performance objectives </li></ul><ul><li>Rewards </li></ul><ul><li>Policies </li></ul><ul><li>Training </li></ul>www.mythologymarketing.com
Mythology www.mythologymarketing.com Mythology is a breakthrough marketing system for growth-oriented organizations who want to improve brand , revenue and relationships . Marketing Research and Planning Marketing Infrastructure Customer Campaigns and Experiences Roadmap Capabilities Results
Thanks…Let’s Connect! <ul><li>To discuss your social media plans </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>mythologymarketing.com </li></ul><ul><li>LinkedIn.com </li></ul><ul><li>Facebook - “Like” Mythology </li></ul><ul><li>Twitter/buildingbelief </li></ul><ul><li>Search for Mountain State Marketers on LinkedIn, Facebook </li></ul>www.mythologymarketing.com