Aaacvb Social Media Workshop 201


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Aaacvb Social Media Workshop 201

  1. 1. SOCIAL MEDIA WORKSHOP Session 2 “ Socially Aware” 06.10.09
  2. 2. Your Presenters <ul><li>Ben Isenberg </li></ul><ul><li>Lane Douglas </li></ul>
  3. 3. Preliminaries <ul><li>Entire slideshow available as a PDF download on following this seminar. </li></ul><ul><li>Details will be provided at the end. </li></ul>
  4. 4. Today’s Agenda <ul><li>Social Workshop Series Timeline </li></ul><ul><li>Review of Key Elements of Last Session </li></ul><ul><li>Listening in the Social World </li></ul><ul><li>Developing a Social Strategy </li></ul><ul><li>Tools and Tips </li></ul><ul><li>Look Forward - Socially Active </li></ul>
  5. 5. Social Workshop Series Timeline
  6. 6. “Collect All 3” <ul><li>Today’s workshop is the second of 3 over the next couple of months. </li></ul><ul><li>The workshops build upon one another. </li></ul>Socially Awkward 05.13.09 Socially Aware 06.10.09 Socially Active 07.08.09
  7. 7. First Session Review
  8. 8. So, do you think you can “lock up” your brand?
  9. 9. A Brand Built on Security
  10. 10. Overwhelming!
  11. 11. A little cleanup...
  12. 12. Social Categories
  13. 13. “ There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.” SPEED OF COMMUNICATION
  14. 14. Listening in the Social World
  15. 15. Dude It’s a Dell
  16. 16. Dude, Do You Really Want a Dell!
  17. 17. Let the Parodies Begin
  18. 18. Then the Blogs Hit
  19. 19. Dell Responds <ul><li>Michael Dell returned to run the company after three years </li></ul><ul><li>Quality improved </li></ul><ul><li>And most importantly, Dell began participating with bloggers and social media experts </li></ul>Source:
  20. 20. Dell’s Social Strategy <ul><li>Listening: Brand Monitoring </li></ul><ul><li>Blogging: Direct2Dell </li></ul><ul><li>Crowdsourcing: Ideastorm </li></ul><ul><li>Microblogging: 22 Corporate Accounts on Twitter </li></ul><ul><li>Virtual Worlds: Second Life island </li></ul>Source:
  21. 21. Brand Monitoring Source: Forrester Wave™: Listening Platforms
  22. 22. DirectoDell
  23. 23. IdeaStorm
  24. 24. Twitter Accounts
  25. 25. Second Life
  26. 26. Grounded in Statistics <ul><li>At start of program, 49% of blog posts were negative. Today, overall tonality is 22% negative. </li></ul><ul><li>Direct2Dell currently ranked about 700 on Technorati, among the highest corporate blogs. </li></ul><ul><li>Direct2Dell gets more than 5 million unique views per month </li></ul><ul><li>Over 7000 ideas have been submitted via IdeaStorm </li></ul><ul><li>Studio Dell is gets more than 200,000 views per month </li></ul>
  27. 27. And How the Press has Turned Source: Business Week
  28. 28. Develop a Social Strategy
  29. 29. What is a Brand Community? <ul><li>Direct Marketing - Consumer Database? </li></ul><ul><ul><li>Does not link the community </li></ul></ul><ul><li>Social Media Platforms? </li></ul><ul><ul><li>A tool to help unite the community </li></ul></ul><ul><li>Viral User Generated Campaigns </li></ul><ul><ul><li>Short term, objective focused effort </li></ul></ul>
  30. 30. Brand Community <ul><li>A group of people with a set of shared interests attached to a company/brand/product/idea, having the intention to improve its business operations for themselves and/or the brand’s benefit. </li></ul>Source: Agent Wildfire
  31. 31. Community Goals <ul><li>Connect the brand with the consumers </li></ul><ul><li>Establish a consumer based community </li></ul><ul><li>Connect the brand community members </li></ul>
  32. 32. <ul><li>Hired MotiveQuest to monitor online buzz. </li></ul><ul><li>Discovered Mini-owners were 4 times more likely to talk online than any other auto brand. (w/exception of Volkswagen Jetta.) </li></ul><ul><li>Mini-owners were sharing pictures and stories and saw themselves as an exclusive club. </li></ul><ul><li>Mini chose to focus marketing towards current owners and NOT prospective buyers. </li></ul><ul><li>Goal was to use word-of-mouth, and not other conventional means to market the car. </li></ul><ul><li>J.D. Power & Associates (2006) showed that Mini outranked every other manufacturer in owner’s likelihood to recommend their car to others. </li></ul><ul><li>2100 photos posted on Flickr, and over 3,000 owners came to Mini sponsored events. Sold 38,000 Mini-Coopers that year. </li></ul>Mini-Cooper
  33. 33. The Social Technographics Ladder
  34. 34. The Social Technographics Profile Toys-R-Us and L.L. Bean
  35. 35. Identify the Benefits <ul><li>Increase Traffic & Conversions </li></ul><ul><li>Enhance Brand Loyalty </li></ul><ul><li>Improved Insight and Feedback </li></ul><ul><li>Public Relations Management </li></ul><ul><li>Viral Marketing through the Community </li></ul><ul><li>Feed the Online Conversation </li></ul>
  36. 36. Organizational Audit <ul><li>Does your firm have the passion for this? </li></ul><ul><li>Do your customers want this? </li></ul><ul><li>Do you want to truly listen/capitalize on your community’s/customer’s input? </li></ul><ul><li>Do you have the manpower and resources to support the effort? </li></ul><ul><li>Does your organization provide a consistent effort throughout the customer experience? </li></ul><ul><li>Can you make a large enough commitment to see the returns? </li></ul><ul><li>What areas of community input could you most benefit from? </li></ul>Source: Agent Wildfire
  37. 37. Chevy Tahoe Ad
  38. 38. Community Manager <ul><li>Community management = building relationships with people </li></ul><ul><li>Gives a human face to the company, lets people know there are real people behind the brand. </li></ul><ul><li>Gives people a direct point of contact within the company for questions, problems, or feedback. </li></ul>
  39. 39. What Skills Are Needed? <ul><li>Dedication and persistence </li></ul><ul><li>Clear understanding of the brand </li></ul><ul><li>A connection with the brand community </li></ul><ul><li>Self motivation and a willingness to try new ideas </li></ul><ul><li>Project management & multitasking skills </li></ul><ul><li>Strong written skills </li></ul><ul><li>Ability to create new content (copy, imagery, messaging, etc). </li></ul><ul><li>Experience with social media & online platforms </li></ul>
  40. 40. What Kind of Person <ul><li>Can’t be a control freak </li></ul><ul><li>Outgoing personality </li></ul><ul><li>Sense of humor </li></ul><ul><li>Sociable </li></ul><ul><ul><li>Ability to start conversations and encourage people to join the conversation. </li></ul></ul>
  41. 41. Text
  42. 42. Conversions
  43. 43. Success Metrics <ul><li>Empower the listening ability of our organization to our community’s needs and desires. </li></ul><ul><li>Build an awareness of our organization through non-marketing efforts, measured by favorable or at least non-negative mentions on other blogs, forums, and in Twitter. </li></ul><ul><li>Deliver a blog and/or media platform that’s useful to the community at large, and that grows in number of subscribers as well as engaged commenters. </li></ul>
  44. 44. The Marketing Funnel Awareness Consideration Preference Action Loyalty Eyeballs Buyers
  45. 45. Hewlett-Packard <ul><li>Hundreds of products, tons of software and billions of dollars in services. </li></ul><ul><li>Wanted to help the consumer make the intelligent choice in selecting the right product for their needs. </li></ul><ul><li>50 corporate executives across the various divisions started company-sponsored blogs. </li></ul><ul><li>Exec over printer division posted a blog piece on which HP printers were “Vista-Ready.” </li></ul><ul><li>Other bloggers, rather than writing their own reviews, simply linked to the HP blog since it came from the “experts.” </li></ul><ul><li>Blog rose to #1 ranking on Google for the search “HP printers Vista .” </li></ul>
  46. 46. Most Embarrassing Moment
  47. 47. Twitter = Ask the Audience
  48. 48. Twitter Makes the Sale
  49. 49. “ The online world, or what we call the internet, is first and foremost about information.” Jakob Nielsen Nielsen-Norman Group Web 1.0 Web 2.0 Web 2.5
  50. 50. “ There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.” SPEED OF COMMUNICATION
  51. 52. The Twitter Cloud <ul><li>Air France disaster looms large. </li></ul>
  52. 53. What I learned long before CNN reported it. CNN reported it. <ul><li>AirFrance plane disappeared from radar over Atlantic Ocean. </li></ul><ul><li>Debris field found NE of Brazil’s coast. </li></ul><ul><li>Water depth there ~21,000 ft. </li></ul><ul><li>2 Americans on plane. </li></ul><ul><li>AirFrance had similar plane with similar route (Buenos Aires to Paris) delayed several days earlier due to bomb threat. </li></ul>
  53. 54. Real-Time Trends Popular Today
  54. 55. The speed at which information can be made available will become an increasingly important factor in brand loyalty.
  55. 56. Where are you eating today?
  56. 57. Tacos via Twitter
  57. 58. Tools & Tips
  58. 59. Questions?
  59. 60. Thank You! <ul><li>Ben Isenberg [email_address] twitter: bdisenber g </li></ul><ul><li>Lane Douglas [email_address] twitter: lanedougl as </li></ul>