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How to promote your brand in social networks
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It’s been a pleasure to talk to marketers and agencies at AdTech San Francisco about how I see brands can best take advantage of social networks such as Twitter and Facebook and I delivered a message I think very different than what most of them do. Most brands see the world in terms of how much exposure (impressions) they are getting or how many followers and fans… It is not about doing another campaign, it is about listening, replying an building long term trust and it is much more difficult, it also takes years and does not come easily.
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How to promote your brand in social networks
- 1. FORGET ABOUT CAMPAIGNS LISTEN AND ENGAGE
- 2. Hi, I am @loic founder of Seesmic, one of the popular social software apps and of LeWeb, largest web conference in Europe
- 3. What you want as a brand is to be known, trusted and reach millions of people
- 4. Oh and you had CONTROL, like Constantin films for “Downfall” http://mingramjr.com/hitler-shows-his-frustration-for-the-lost-iph
- 5. It was easy: few media sources that lots of people watched. Create campaigns, repeat messages, reach masses.
- 6. It became tough to get your message: millions of sources on various devices: mac, pc, iPhone, iPad, Android, BB, Nokia, Windows Phone, email, paper
- 7. Mobile is a nightmare with the number of devices but it's soon larger than desktop Internet source Morgan Stanley
- 8. Is advertising as we know it dead?
- 9. More and more sites reject or restrain advertising
- 10. People spend more time on social networks than email source Morgan Stanley
- 11. Social networking is a global phenomenon and it's not only about Facebook and Twitter source Morgan Stanley
- 12. Advertising dollars naturally flow to social networks
- 13. The fastest growing social network is Twitter
- 14. "promoted tweets that don't resonate will be removed from Twitter" -Dick Costolo Twitter COO
- 15. EASY: Just Buy Twitter followers (10,000 followers for $447.30) and Facebook fans (10,000 fans for $1167) #NOT #stupid
- 16. A brand that no-one cares about won't be able to advertise on Twitter
- 17. Evan Williams, CEO of Twitter answers @ loic True, but not sure why that's a problem. It will definitely work best for companies who Twitter works well for generally
- 18. What is a company for who Twitter works well for? @cremebruleecart 10,000+ followers
- 19. Best brands on Twitter? Zappos, Best Buy, Ford, Comcast, Kodak, RedBull... http://whitscott.com/2009/04/29/this-ad-campaign-should-blow-your-mind/
- 20. Red Bull already uses Twitter promoted Tweets
- 21. you do not need a website and nice looking ads anymore 1990 - 2000: your site is the center of your online presence 2010 - : Social networks are the center 2000 - 2010: Google is the center
- 22. Invest where your brand fans are, not in websites or iPhone apps no-one uses
- 23. Successful Brands listen to tweets 24hrs a day and answer every single tweet.
- 24. Gather all the feedback in one central public place and create a public roadmap #yesyourcompetitioncanseeittoo
- 25. Deliver improvements and features as fast as you can based on the feedback you are getting: work real time
- 26. use activity streams in your company to familiarize yourself without taking risks: Status.net, Chatter, Yammer, soon Google apps with Buzz
- 27. Create your presence in all major social networks ... and publish to all of them without pollution (no posting @replies in Facebook #suck)
- 28. @TheGuild is a fantastic example with a huge community, fans on Facebook, Twitter, millions of views on YouTube and their own social network http://www.watchtheguild.com/
- 29. Freakin' REPLY to as many questions as you possibly can and forget about #management #PRdept
- 30. Dedicated team of community evangelists? #great The whole company like #bestbuy or #kodak #better
- 31. Forget about millions of followers. 1,000 real fans is enough http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php The Internets Users Customers Real Fans
- 32. Create more trust: use home made video, look ridiculous, do live QandA on ustream or formspring.me
- 33. Create content which isn't like a press release
- 34. Work in realtime
- 35. Support best initiatives and events your fans and influencers go to #plug leweb.net is one!
- 36. The most important: It is not a campaign . It takes years to create a community. Be patient and do it very regularly. #forgetwhatyouhavelearned
- 37. If your brand is not very conversational #noonereallycares get creative like American Apparel gathering 1,364 butts http://whitscott.com/2010/02/17/please-tweet-and-facebook-this-photo-of-my-butt-thanks/
- 38. How to measure success: exposure, "resonance" and engagement. Number of Real Fans #notnumberoffollowers
- 39. Suggestion #1 read Tribes by Seth Godin
- 40. Suggestion #2: read Trust Agents by Chris Brogan
- 41. Suggestion #3: read Engage! by Brian Solis
- 42. Suggestion #4: read Jeremiah Owyang's blog
- 43. Suggestion #5: follow @zappos and read "Delivering Happiness" by Tony Hsieh
- 44. Suggestion #6: read Rework by Jason Fried & David Hansson Founders of 37signals
- 45. Suggestion #7: try my own company Seesmic to share and engage in all places and build your brand in it
- 46. Stay in touch? twitter.com/loic facebook.com/loic youtube: loic.tv [email_address]
Editor's Notes
- Dana- other use of word for "Resonance" to describe end of sucky ads Perhaps, Twitter's robust platform is the end of sucky Ads. Or Twitter's Monetization Plan is the end of Sucky Ads Image: Twitter AD ________________________ looking for a title the end of sucky ads? traditional advertising is dead? 10 Ways Brands Succeed in Social Media
- jyama - 4/17 not only buy but promote your product with their friends invested in the brand (use the Seth Godin, Tribes?) ________________________ Dana: In other words, what you want as a brand is to use xyz communication channels to be known, trusted and exposed. Speech Notes: explain why ________________________
- jyama - 4/17 not only buy but promote your product with their friends invested in the brand (use the Seth Godin, Tribes?) ________________________ Dana: In other words, what you want as a brand is to use xyz communication channels to be known, trusted and exposed. Speech Notes: explain why ________________________
- Dana- Header: "Simple Solution" Body: Few Media Sources -> Bullet Point Examples Emphasize Delivery, such as "Create campaigns, repeat messages, received messages". Image: suggestions of what Mass media is, http://paulcrosisca.files.wordpress.com/2009/03/mass-media-fin.jpg Image: what Mass Media use to be http://2.bp.blogspot.com/_rlTuTFOT5zU/SMfO2lSGWfI/AAAAAAAABZA/HBFGsVTkbuY/s400/Mass+Media.jpg _______________________
- Dana: Title: Tough Marketing Body: Why is it tough? - > bullet point various devices. _________________________
- Dana: Title: Mobile will soon be larger than Desktop Internet Body: List example "Mobile Nightmare" Speech Notes: Explain why _________________________
- Dana- Title: The New Awakening of Advertisement Body: Bullet point examples Speech: explain why Image Suggestion: Modern Day Social Media Tools http://4.bp.blogspot.com/_tR7Dz2CaHgM/SSvZ-Yd5WrI/AAAAAAAAAmY/5J64I5HjQqo/s400/social+media.jpg _________________________
- TechMeme forces advertisers to blog and post interesting stories _________________________ Dana- Problem: Each day, more and more sites reject advertisement (be specific or not) Solution: explain 2-3 bullet points ___________________________
- jyama 4/18 http://www.tbiresearch.com/facebook-homepage-takeover-will-cost-you-about-300k-per-day-2010-4 Facebook Stealing More Share Of Brand Advertising -- At Expense Of Yahoo, AOL, And Even Google Source from Comscore also Use you can refernece Mary Meeker's morgan stanley Chart and report from web 2.0 Summit that you attended. I'll send it to you. Fred Wilson highlights the growth of social networking surpassing email http://www.avc.com/a_vc/2010/04/social-networking-vs-email.html comscore http://blog.comscore.com/2009/12/facebook_100_million_visitors.html and mentions fb takes 5.5% of all the internet time ________________________ Dana- Title: People spend more time on social networks than email and .................... Add: Before and After example (1 bullet point) Body: List Reason Why & support with Morgan Stanly Slide Speech- elaborate your experience explaining the new direction ________________________
- Loic- thanks, but there was a specific slide presented at Chirp that I am looking for. It's better because more recent and by Twitter - will look for it Dana- Here are a few... 1. http://mashable.com/2010/01/11/twitter-growth-stats/ 2. http://royal.pingdom.com/2010/02/10/twitter-now-more-than-1-billion-tweets-per-month/ 3. http://mashable.com/2010/03/18/twitter-infographic/ Comparing Twitter to Facebook and Google 3. http://www.businessinsider.com/comparing-twitters-growth-to-facebook-and-google-2009-3 4. http://mashable.com/2009/03/16/twitter-growth-rate-versus-facebook/ _________________________
- Loic: LOL Dana- This is where your chirp notes come in handy. Dumped Image: Nice dump- http://images.google.com/images?hl=en&q=dumped&um=1&ie=UTF-8&sa=N&tab=wi Sad Dump- 1. http://www.freewebs.com/gnanaraj_d/defeat.jpg
- Dana- Title: Easy Solutions Don't Make the Best Alternatives Body: Buying Twitter Followers, etc. _________________________
- Dana- Title: A Brand that receives little or no attention will not be advertised on Twitter Body- Explain Twitter's Standards for Paid Ads from Chirp Notes 2-3 Bullet points on slide or explained in your speech. Toilet Paper Images: 1. http://centralmadisonliving.files.wordpress.com/2009/02/big-toilet-paper.jpg 2. http://scrapetv.com/News/News%20Pages/Everyone%20Else/images-3/toilet-paper-toilet.jpg _________________________
- Dana- What's the question? Perhaps 1 Slide before this slide asking the question? _____________________
- http://fluent.razorfish.com/publication/?m=6540&l=1 Siv Singh Who spoke at the Look Launch http://www.slideshare.net/razorfishmarketing/social-influence-marketing-trends-2974341 Trends 3 and 4 Highlight Best Buy Other ones to consider Kodak Zappos ___________________ Dana- I'm a bit unclear about what you're trying to say. Title: Is Twitter right for your Brand? Body: example of day to day advertisers, biz people who need to brand their product or Give example of What Twitter is and is Not for a Company looking to brand themselves and or product. _______________________
- Dana- It use to be that one needed an expensive website and nice looking ads, not anymore.... Here's why.... ______________________
- thanks Dana- Title: Successful Brands listen to tweets 24hrs a day and answer every single tweet. _________________________
- thanks Dana- Title: Successful Brands listen to tweets 24hrs a day and answer every single tweet. _________________________
- Dana- Title: The model is to gather all feedback in once central public place and create a public road map. ________________________
- Dana- Title: Be abreast to the social media market. Body: Deliver improvements and features as fast as you can based on feedback you are receiving. _________________________
- Dana- Title: Application of Social Media Streams Body: adopt them & understand their functionalities without taking risks: Status.net, Chatter, etc. _________________________
- Dana- Title: Create Your Presence Across The Board with All Social Networks Body: Examples Image of Social Media Examples: 1. http://socianomical.com/hi/wp-content/uploads/2010/02/socialmedia.png ____________________
- is the english "freakin'" OK? Dana: Yes perhaps, #PRdept thanks corrected
- Dana- Title: Quality Vs. Quantity ______________________ jyama 4/18 Ning announce the are charging for features, Free ones include grouply (Jeff is an investor) and groups us http://creators.ning.com/forum/topics/alternatives-1 Wild Apricot Rsitez SocialGo BoonEx BuddyPress Elgg Joomla JomSocial Tuiyo WackWall Crowdvine Spruz SocialEngine KickApps SocialCast The Online Family Center Google Friend Connect Huminity I-Neighbors MediaWiki Grou.ps Webbours Groupsite Stribe Imentor Igroops SocialSam MemberWing Webs Neeetz Mixxt CircleBuilder Shutterfly
- Dana- Title: Transparency Counts Body: Trust is the underlying Factor. _______________________
- Dana- Body: Create authentic content, which isn't like a press release. ________________________
- Dana- Image: 1. http://www.thewebshop.ca/blog/wp-content/uploads/2009/10/GoogleWave.jpg 2. http://blog.feeltiptop.com/.a/6a0120a5dc94db970c0120a7fd914f970b-320pi ________________________
- Dana- Title: Support Your Fans Body: Go where the scene is. Be an influencer. _______________________
- Dana- Title: Vital Point- Reap what you Sow. Body: It is not a campaign. It takes years to build a community. Tips, 1. Be patient 2. Do it regularly 3. Be Consistent image; 1. http://www.belovedegypt.com/28_-_Sphinx_and_Pyramid.jpg 2.. http://www.okoroafor.com/blog/uploaded_images/seed-720775.jpg _________________________
- Dana- Women Butts Image: 1. http://images.mylot.com/userImages/images/postphotos/2070787.jpg 2.. http://www.jcsdesignz.com/import/graphics/New-Year/sexy-butts-new-year.gif 3. http://img.fannation.com/upload/group_preference/image/404/87/full/Bikini_Contest.jpg http://www.etoday.ru/uploads/2008/01/13/miss_reef_bikini05.jpg
- Dana- Seth Godin Images: http://neuronarrative.files.wordpress.com/2008/11/sethgodin.jpg http://sublimeblog.files.wordpress.com/2008/11/verygoodisbad.jpg
- Dana- Images: http://jchutchins.net/site/wp-content/uploads/2009/08/chris-brogan.jpg Book 1. http://rpulvino.files.wordpress.com/2009/09/trust-agents.jpg ________________________
- Dana- Image: copy of book http://img.skitch.com/20100130-qnr2regss9cb3deaua9beryy94.jpg _________________________
- Dana- Image: Jeremiah Owyang's Blog http://homepage.mac.com/s_sloan/blogpics/2007/07/1301.jpg _________________________
- Dana- image: http://businessplusbooks.files.wordpress.com/2010/03/delivering-happiness-cover1.jpg ________________________
- Dana- Image: http://37signals.com/rework/images/front-cover.png ____________________