Catching the Tube: Putting social media to work


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  • Prior to the internet, when we talked about media we were talking about one of two things: broadcast media and communications media.
  • We are shifting from a campaign model of marketing to an age of “always on” conversations and content interactions
  • It’s not about what you want, but about what your community wants.It’s about adding value to your community and giving them a reason to follow you.You should balance self-promotion with promoting others - Chris Brogan’s 12:1 rule.If all you do is self-promote than eventually your audience is going to tire and stop following you.Climb off the corporate pedestal and engage with the members of your community at a personal level and build relationships with them.
  • Social media has seen people cluster less around personal relationships and more around common shared interests
  • Your blog is a hub for demonstrating expertise, thought leadership and a shared vision. It must be a valuable resource for your customers where they can share in your passion and discover solutions for real-world problems they face in the marketplace.
  • Dell responded to negative criticism in the blogosphere by opening the lines of communication.Open and honest communication and willingness to accept blame caused negative blog posts to drop from 49% to 22%.
  • 10 million Australians are active in social networks making us the biggest users per capita in the world.Facebook now has over 500m users while Linkedin has over 80mWhile they are the dominant players in Australia, around the world there are literally hundreds of social networks – Orkut, Hi5, Bebo, RenRenSocial networks are a easy, low-commitment introduction to social media because of the variety of mechanisms to discover and connect with influencers and peers.However, marketers must rethink their approach to social networks as being less like Times Square and more like a collection of small communities.Average Facebook user has 130 connections – same as Dunbar’s number which is the theoretical cognitive limit of the number of stable social relationships we can maintain.Broadcast will not work – the secret is identifying and engaging with influencers
  • Coca-ColaStarbucksOreo
  • Coca-ColaStarbucksOreo
  • Ifsocial networks about the relationships between people and the things they love, then microblogs are about the conversations they are having in realtime
  • Connect with people
  • “Road to Vino” seriesUse this to build their reputation
  • People seek answers and directions, not messages or a sales pitch
  • Social media isn’t right for every company. If you’re not willing to be open, honest and transparent than don’t do it.
  • Let’s face it, you never really had control anyway.Corporate messages and brands have traditionally been tightly controlled by professionally trained marketing and PR people. The proliferation of social media has put the tools for publishing back in the hands of consumers.Command-and-control methods of the past are disappearing as everyone can now contribute, participate and comment on a company in blogs, forums and other social media websites.
  • Catching the Tube: Putting social media to work

    1. [ Catching the tube ]<br />Putting social media to work<br />Executive Briefing, December 2010<br />
    2. > About me<br />Mal Chia<br />Digital Media Strategist<br />
    3. > Today<br />What is social media?<br />The social media mix<br />Types<br />Platforms<br />Putting it all together<br />Principles<br />Dealing with the big challenges<br />
    4. > What is social media?<br />
    5. > Marketing needs a reboot<br />
    6. > Definition<br />Social media is the new and emerging technology that empowers people to connect, share and collaborate with each other<br />
    7. > More than technology<br />Tools don’t get socially interesting until they are technologically boring<br />
    8. > Publishing has been transformed<br />
    9. > Rise of amateur media<br />The obstacles to public expression have been removed<br />We are now in an era of mass amateurization of publishing<br />
    10. > Social technographics<br />Social Technographics Explained<br /><br />
    11. > Markets are conversations<br />25 billion tweets in 2010<br />30 billion pieces of content shared each month on Facebook<br />Average user creates 90 pieces of content each month<br />
    12. > Return to word of mouth marketing<br />78% of consumers trust peer recommendations in social media<br />
    13. > Build trust with your community<br />
    14. > From networks to nicheworks<br />
    15. > Emergence of mobile<br />Time spent on social networks is now greater on mobiles than a PC<br />
    16. > The social media mix<br />
    17. > Digital ecosystem<br />DarrenRowse<br /><br />
    18. > Paid, Earned, Owned<br /><br />Balanced portfolio of social media assets is essential<br />
    19. > In-site <br />Comments<br />Ratings<br />Wikis<br />Forums<br />Integrations<br />
    20. > Off-site<br />Blogs<br />Social networks<br />Microblogs<br />Video<br />Podcasts<br />Photos<br />
    21. > Blogs<br />150m+ blogs and counting<br />
    22. > Case Study: Dell<br />
    23. > Social networks are getting bigger<br />10 million Australians are active on social networks<br />
    24. > Reasons for becoming a fan<br />eMarketer<br />“Social fans more likely to buy”<br /><br />
    25. > Case Study: Coca-Cola<br />
    26. > Case Study: Starbucks<br />
    27. > Case Study: Oreo<br />
    28. >Microblogs<br />
    29. > Accelerated serendipity<br />
    30. > Twitter trends 2010<br />1. Gulf Oil Spill2. FIFA World Cup3. Inception4. Haiti Earthquake5. Vuvuzela6. Apple iPad7. Google Android8. Justin Bieber9. Harry Potter & the Deathly Hallows10. Pulpo Paul<br />
    31. > Case Study: Zappos<br />
    32. > Case Study: Comcast<br />
    33. > Video<br />2 billion videos a day are watched on YouTube<br />24 hours of video is uploaded every minute<br />
    34. > Case Study: Will It Blend?<br />
    35. > Case Study: Old Spice<br />
    36. > Case Study: Qwoff<br />
    37. > Other social media<br />Photo sharing<br />Podcasts<br />Wikis<br />Forums<br />Location Based Services<br />Vouchers<br />What else?<br />
    38. Let’s take a breather<br />
    39. > Putting it all together<br />
    40. > Guiding principles<br />Listen, listen, listen<br />Learn from each interaction<br />If someone asks a question, answer<br />Become a consistent, valued member of their community<br />Be authentic<br />Don’t do it to be followed, but to be worth following<br />
    41. > Speak in a human voice<br />
    42. > It requires a team effort<br />Magda Walczak<br /><br />
    43. > Process is the key to success<br />
    44. > Go further still<br />
    45. > Social media listening post<br />
    46. > Monitoring tools<br />
    47. > Filtering the noise<br />
    48. > Attention dashboards<br />
    49. > Engage with influencers<br />Learn about them and talk to them<br />Empower them to talk about you<br />(Pay them to talk about you??)<br />
    50. > Aggregate + syndicate for success<br />
    51. > Horizontal integration<br />
    52. > Content + Distribution<br />Social media strategy’s missing piece(s)…<br />
    53. > Great content…<br />Attracts customers<br />Educates buyers<br />Overcomes resistance or addresses objections<br />Establishes credibility, trust and authority<br />Tells your story<br />Builds buzz via social networks<br />Builds a base of fans and inspire customers to love you<br />
    54. > Align with business goals<br />
    55. > Measuring success<br />Start with business goals<br />Number of sales<br />Leads generated<br />Website traffic<br />Customer satisfaction<br />Comments<br />Crisis management<br />Sentiment<br />
    56. > Social media metrics framework<br />
    57. > Exercise: social media metrics<br />
    58. > Dealing with the big challenges<br />
    59. > Resistance from internal culture<br />
    60. > Relinquishing control of your messages<br />
    61. > Tips for managing your message<br />Design your message to be compelling to a social media audience<br />Make it easy to share<br />Make it easy for others to put their own spin on it<br />Let the community help shape the message<br />
    62. > Assigning responsibility<br />
    63. > Opening up to criticism<br />
    64. > Lack of resources<br />Start small and don’t overpromise<br />Set expectations<br />A little every day is better than lots hardly ever<br />Outsourcing vs. insourcing<br />
    65. > Ever-changing technology<br />Choose the tools that are right for you<br />
    66. > Dealing with negative feedback<br />
    67. > Real-time crisis management<br />
    68. Questions?<br />
    69. Contact me<br /><br />Learn more<br /><br />Follow me<br /><br />
    70. Download this presentation<br /><br />