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Demystifying Social Media: Navigating All that Noise


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Demystifying Social Media: Navigating All that Noise

  1. 1. Demystifying Social Media Navigating All that Noise, with Angela Natividad May 6, 2010 Image: webtreats
  2. 2. Q: What is social media, really? ✤ Anything that facilitates and sustains engagement between two or more people. ✤ It’s not the form you want to focus on, it’s what it cultivates: relationships.
  3. 3. Relationships require trust. ✤ ...which means there’s vulnerability on both sides. You have to be open to nurture a relationship.
  4. 4. Don’t let openness scare you. It happens in degrees, like all human relationships. Mom Lover Tyrannical boss Friends
  5. 5. Show users you trust them, and treat them well. ✤ This is Xavier Gréhant, hypios’ first solver. ✤ He solved hypios’ first problem, proving the viability of our model ... to us.
  6. 6. The Nestlé/Greenpeace Debacle The video that started the trouble
  7. 7. Image credit: Vanksen
  8. 8. Be preemptive. ✤ Every social technology you engage is a wide-open door. Don’t throw them open without a strategy for engaging who comes through it. ✤ A proper strategy has a goal. Goals provide direction and structure - without which you’re at the mercy of users. They’re also benchmarks for measurement. ✤ Prepare to fail, because it’s going to happen. (Probably a lot.) ✤ Have a clear workflow in place for what to do if the worst thing that could happen, happens. You’ll need to act swiftly and with care.
  9. 9. Define the sandbox. Charlene Li’s Sandbox Covenants ✤ What are the lines you should not cross? ✤ What happens if they get crossed? ✤ Make lines clear to users (in a nice way). ✤ Respect their lines too.
  10. 10. It is human to have a comfort zone. ✤ Setting rules of engagement doesn’t mean users will freak out. Rules are good, they mark the starting point of your collaborative relationship. ✤ Make sure the rules are clear, not a wrist-slap that appears all of a sudden. ✤ If something goes wrong, resist the urge to be combative or resistant; listen and address. You don’t have to reveal state secrets, but do not: ✤ Lie. ✤ Make people feel like they did something stupid or wrong by confronting you. ✤ Act shifty. ✤ Use PR talk or legalese. It’s condescending. Would you pull that with your angry husband or wife?
  11. 11. If you screw up? ✤ Don’t backtrack. ✤ Acknowledge what went wrong humbly, in a language people get, and on the appropriate medium. ✤ Just. Say. Sorry. Full stop. ✤ Make it right.
  12. 12. Follow your DNA ✤ Be a good listener. Where do users congregate? What do they care about? How do they speak? Who are you to them? ✤ Commit to be consistent. ✤ Chose a medium that: ✤ Meets your goals ✤ Satisfies requirements for openness ✤ Lets you engage users naturally ✤ Is a logical extension of who your brand is Image: alvy
  13. 13. The BBC: a history of storytelling ✤ Company launched in 1927: radio broadcasting ✤ Penetrated TV in ’36, helping shape that industry for future networks ✤ Today: heavy experimentation in digital media The goal of Henry 8.0: to expand BBC’s history of quality scripted content to the storytelling channel of today. Henry 8.0: The Book of Faces
  14. 14. IKEA: leveraging Facebook IKEA wanted to build buzz for a store opening in Malmö. Instead of starting a static Facebook page and launching a hopeful Twitter profile, it considered the most expedient way to demonstrate the contagious nature of good value, using social tools and tendencies. Here’s what it came up with.
  15. 15. The History Channel and Foursquare ✤ Promotion for America: The Story of Us ✤ Check-ins at places of historical merit unlocked trivia and a limited-edition Statue of Liberty badge! ✤ True to brand’s commitment to spur a passion for the past that doesn’t feel dated.
  16. 16. @CatchaChoo ✤ Use socnets to chase @CatchaChoo around London! ✤ Flag him/her down before s/he departs for a pair of Jimmy Choo tennis shoes!
  17. 17. Twitter and the 2009 VMAs ‘‘Imma let you finish...!’’
  18. 18. Twitter gets more media-serious ✤ Twitter’s Chloe Sladden: when tweets heated up during the VMAs, MTV called them every few minutes for updates. In those moments, Twitter was worth more to them than Nielsen. ✤ Twitter launched Twitter Media, catered to web/TV networks that want to use the site to add an engaging element to broadcasting while tracking live sentiment.
  19. 19. Why do people use Twitter? ✤ Discovery ✤ Not like Facebook, where you collect people you know but aren’t necessarily interested in their political or personal opinions. ✤ Debate ✤ Everything from TV shows to political events gets livetweeted by the most enthusiastic viewers. They converse and argue in real-time, wherever they are on the globe. It enriches the experience of the event and lends broader perspective. ✤ Development of relationships ✤ Wanna get to know somebody? Follow them for a few weeks.
  20. 20. How can Twitter be useful to you? ✤ Promotions ✤ Trend- and sentiment-tracking ✤ Effective listening ✤ Who cares about you? How do they experience your brand in real-time? What are the recurring problems or favourite features? ✤ Customer relationship management ✤ Cultivate go-to social pros in departments, then deploy. Encourage them to reach out to users with need relevant to their expertise ... and be human. These experiences are the features of a company’s true face. ✤ Track their progress and social development; provide clear direction and guidelines.
  21. 21. Adobe on Twitter Just a glimpse of who’s on Twitter at Adobe. Full list.
  22. 22. Equip your soldiers well!
  23. 23. Before the dive, get to know yourself
  24. 24. Your Brand DNA: An Exercise ...formulated by Rishad Tobaccowala of Publicis Groupe Media Pick three words Brand identity lies in the that define your themes that recur between your company’s perspective, brand’s... and your users’ perspective, Niche Keep the list, then have a of the brand. 1. __________ 2. __________ select group of your most Narrow each set of words 3. __________ dedicated users do it too. down to three again, and if you can, try narrowing down Voice 1. __________ to one per category. 2. __________ 3. __________ Consider what steps to take Story between your current 1. __________ identity and the identity you 2. __________ want. 3. __________
  25. 25. Listen to users. ✤ If you do not listen, you cannot support them. If you cannot support them, you will not be able to innovate. Not efficiently, anyway. Image: Samjhana Moon
  26. 26. In Sum ✤ Listen. ✤ Cultivate trust and mutual respect, not suspicion and hostility. ✤ Be preemptive: don't leap onto a medium without a clear idea of what you want to do. If something crazy happens, have a process in place that enables your team to act swiftly. ✤ Plan to change. Opening up means being held accountable for the weaknesses brought to your attention. ✤ Develop social reps in your company, using clear rules of engagement. They should feel enough autonomy to execute decisions based on training, make constructive mistakes and be human with users. ✤ Be consistent and reliable. ✤ Know how to say sorry, and don’t punish people for wanting to engage with you. Healthy relationships thrive on empathy. ✤ Follow your DNA, and give users space to collaborate on its evolution. ✤ Remember it’s you coming into their space, not vice-versa. Be aware that you’re inviting yourself into a conversation they’ve probably been having for years without you.
  27. 27. Worth considering You are the steward of something users pay, and thus work, to have in their lives - in terms of time/money spent, or reputation invested. If anybody deserves to be nervous about who’s handling the future of that product, it’s them.
  28. 28. Contact me! I am nice. Angela Natividad, VP Marketing, ✤ On Twitter: @luckthelady (personal); @hypios (corporate) ✤ Via email: ✤ hypios’ Thinking blog: