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How to do social media

How to put together a strategic plan for social media - made for the Exhibition and Event Association of Australasia (EEAA) industry day. Features Australian social media statistics, a step-by-step plan and some philosophy.

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How to do social media

  1. FROM Will they turn up? TO Will we turn up? A moment of digitally induced self-reflection for the events and exhibitions industry | @mccanntweets | @markpollard
  2. ?
  4. <ul><li>It’s not about technology. It’s not about digital. It’s not about social media. It’s not about jargon. It’s not about IT. It’s not about gadgets. It’s not about content management systems. It’s not about widgets or apps. It’s not about the latest thing that someone you know read about on the latest and coolest website. It’s not about the 22 year old you just employed who has a Facebook account. It’s not about the IT guy who gets computers. It’s not about the boss’s nephew who knows how to make websites. It’s not about your patent, incredible ingredient, spreadsheet or PowerPoint. </li></ul>
  5. <ul><li>It’s about me </li></ul>
  6. <ul><li>What I can get from you </li></ul>
  7. <ul><li>What you do for me that I can tell other people about </li></ul>
  8. <ul><li>Thing is, when I tell them, </li></ul><ul><li>I’m not telling them about you; </li></ul><ul><li>I’m telling them about me. </li></ul>
  9. <ul><li>What’s changed? </li></ul>
  10. <ul><li>There are lots of ME’s – and we’re everywhere all the time </li></ul>
  11. <ul><li>And what ME’s want from you is different everywhere </li></ul>
  12. <ul><li>5 challenges facing marketers in this space </li></ul>
  13. <ul><li>1. They don’t exist in their customers’ worlds enough (put your computers down) </li></ul>
  14. 2. They don’t use the technology their customers use (don’t blame IT)
  15. <ul><li>They’re scared </li></ul>3. They’re scared (the rules have changed; naked is the future)
  16. 4. It can be hard to justify it to others in the organisation who are new to it
  17. 5. They don’t know how to do it (because they don’t use it – it takes time!)
  18. <ul><li>But, if you leave today with one thought: </li></ul><ul><li>Make everything about them - brutally </li></ul>
  19. <ul><li>If you have space for a second thought: </li></ul><ul><li>Technology just makes all of that happen </li></ul><ul><li>(that’s the easy part) </li></ul>
  20. <ul><li>And, a third (sorry, is this getting annoying?) : </li></ul><ul><li>Social media is simply ‘places where people interact on the public record’ </li></ul><ul><li>so think broader than ‘digital’ </li></ul><ul><li>(personal definition) </li></ul>
  21. What ME is doing
  22. <ul><li>Australia now leads the world for time spent each month on social media sites (7.12 hours) </li></ul><ul><li>Nielsen, October 2009 </li></ul>
  23. Source: Hitwise – website visits - week ending 02/05/2009
  24. 2009 - March <ul><li>Brand or channel unique audience: </li></ul><ul><li>Facebook 4,979,000 </li></ul><ul><li>MySpace 2,179,000 </li></ul><ul><li>Blogger 2,029,000 </li></ul><ul><li>WordPress 832,000 </li></ul><ul><li>Twitter 679,000 </li></ul><ul><li>Bebo 543,000 </li></ul><ul><li>Yahoo!7 Groups 391,000 </li></ul><ul><li>Six Apart TypePad 326,000 </li></ul><ul><li>Google Groups 266,000 </li></ul><ul><li>LinkedIn 258,000 </li></ul>Source: Nielsen Online NetView, March 2009
  25. 2009 - March <ul><li>Brand or channel unique audience: </li></ul><ul><li>Facebook 4,979,000 </li></ul><ul><li>MySpace 2,179,000 </li></ul><ul><li>Blogger 2,029,000 </li></ul><ul><li>WordPress 832,000 </li></ul><ul><li>Twitter 679,000 </li></ul><ul><li>Bebo 543,000 </li></ul><ul><li>Yahoo!7 Groups 391,000 </li></ul><ul><li>Six Apart TypePad 326,000 </li></ul><ul><li>Google Groups 266,000 </li></ul><ul><li>LinkedIn 258,000 </li></ul>OCTOBER Facebook 8.1M YouTube: 5.8M MySpace 2.3M Twitter: 1.2-1.5M Source: Nielsen Online NetView, October 2009 – via SMH
  26. <ul><li>“ In October, Australian users spent 27.2 hours browsing online and 7.55 hours of the total was sucked up by Facebook. MySpace managed just 39 minutes and Twitter 17 minutes.” </li></ul><ul><li>Woe is Bebo: site to shut down in Australia PAUL MCINTYRE November 20, 2009 </li></ul>
  27. <ul><li>Just under one-third of all time spent online by Australians in October was spent on Facebook </li></ul><ul><li>Nielsen </li></ul><ul><li>OMG!!!!!!!!!!! </li></ul>
  28. <ul><li>“ And in local figures released for the first time to the Herald yesterday, Facebook said its Australian users in October had uploaded 80 million pictures and written 32 million ‘wall posts’ and 45 million ‘status updates’.” </li></ul><ul><li>Woe is Bebo: site to shut down in Australia PAUL MCINTYRE November 20, 2009 </li></ul>
  29. Take out <ul><li>It ain’t going away any time soon so best to jump in now, peddle fast, learn quickly and adapt </li></ul><ul><li>P.S. the National Broadband Network is coming, computers will soon be 3 times faster , and, finally, mobile is getting interesting traction </li></ul>
  30. The business case
  31. <ul><li>“ A surprising conclusion: ... the most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social media engagement .” </li></ul>
  32. <ul><li>“ As the number of channels increase, overall engagement increases at a faster rate.” </li></ul>“ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
  33. “ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
  34. Mavens Selectives Wallflowers “ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter Butterflies
  35. “ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
  36. <ul><li>So, if you follow the people, you find the money </li></ul>
  37. BTW <ul><li>Google says people aren’t looking for you and your industry that much right now. A leading indicator? Reflecting changed behaviour? Less events? False data? </li></ul><ul><li>Worth looking into </li></ul>
  39. What to do about it
  40. 7 key trends in your industry <ul><li>Finding a legitimate role beyond the event </li></ul><ul><li>Asking people to shape the event </li></ul><ul><li>Helping attendees connect before the event </li></ul><ul><li>Making the experience more interactive </li></ul><ul><li>Creating special areas for the like-minded </li></ul><ul><li>Taking the day online for non-attendees </li></ul><ul><li>Making the format a bit unexpected </li></ul>
  41. Some principles <ul><li>Commit to where they are – on their terms </li></ul><ul><li>Play a clear, unique role: solve problems, help them have better relationships, entertain them </li></ul><ul><li>Roles will differ in each channel </li></ul><ul><li>Content is key – create, aggregate, invite </li></ul><ul><li>Company culture and process needs to embrace </li></ul>
  43. Copyright 2009 Mark Pollard:
  44. <ul><li>How to start doing strategy </li></ul>
  45. Map the business context S W O T Agree a key challenge Define success with 1 key metric
  46. Create personas <ul><li>Try to understand your audience better than they understand themselves </li></ul>Goals Needs Fears Desire Beliefs Their experience with you Finding out Deciding to go Buying a ticket Getting there There After there
  47. Work out their value to you <ul><li>Try to understand the value of your segments and allocate a Cost Per Acquisition </li></ul><ul><li>Useful data: lifetime value of a customer cost per click (Adwords) </li></ul><ul><li>industry research </li></ul>
  48. Be clear about YOU + = Clear positioning We help THEM by... Be clear about how YOU help THEM
  49. Find out where they are & plot it <ul><li>Ask them </li></ul><ul><ul><li>Google Docs Form plus email (free!) </li></ul></ul><ul><ul><li>Face to face </li></ul></ul><ul><ul><li>With a website or publisher </li></ul></ul><ul><ul><li>Facebook survey </li></ul></ul>
  50. Find out where they are & plot it <ul><li>Ask Google </li></ul><ul><ul><li>Google yourself </li></ul></ul><ul><ul><li>Adwords Keywords </li></ul></ul><ul><ul><li>Google Insights </li></ul></ul><ul><ul><li>Google creatively: “Australian mums online” </li></ul></ul>
  51. Find out where they are & plot it <ul><li>Ask a friend (AKA buy it in) </li></ul><ul><ul><li>Hitwise </li></ul></ul><ul><ul><li>Nielsen </li></ul></ul><ul><ul><li>Forrester </li></ul></ul><ul><ul><li>Research companies </li></ul></ul>
  52. Find out where they are & plot it <ul><li>Observe them </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Twitter search </li></ul></ul><ul><ul><li>Read their blogs </li></ul></ul><ul><ul><li>Read their forums </li></ul></ul>
  53. Find out where they are & plot it <ul><li>Watch out for it </li></ul><ul><ul><li>Newspapers and their websites </li></ul></ul><ul><ul><li>Slideshare </li></ul></ul>
  54. Work out how they are where they are <ul><li>Forrester Social Technographics </li></ul><ul><li>Watch and learn </li></ul><ul><li>Ask them... Or their leaders </li></ul><ul><li>Look for: points of debate, recurring themes, quirky language, time of day, time of week, time of year (eg “DS” for mums) </li></ul>
  55. Creators Critics Collectors Joiners Spectators Inactives Outreach to bloggers Contests to solicit content Encourage spoofing Solicit comments Encourage voting Social bookmarking Encourage forward to friend Offer RSS feeds Snaggable Widgets Download Podcasts Viral videos/websites Create groups & communities Social applications Portable, original content Optimize content findability Forrester Social Technographics Ladder Common Tactics Source:
  56. Decide which spaces feel right Define your role in each space
  57. Checkpoint: ask yourself <ul><li>Do you need to make anything new at all? </li></ul><ul><li>Can you work with stuff that exists? </li></ul><ul><ul><li>People, communities, events, applications </li></ul></ul><ul><li>Are you committed to possibly year-long interaction around the roles you’ve defined for yourself? </li></ul><ul><li>What would surprise people? </li></ul><ul><li>How can I connect all touchpoints interestingly? </li></ul>
  59. Then put the complicated stuff on one page per persona (and challenge yourself to write the over-arching strategy on one A4 piece of paper) [Examples and diagrams removed]
  60. Play with a path to purchase Life-embracing retiree Awareness Consideration Preference Purchase Message Experience Content Metrics Awareness via quant survey Searches. Website visits.
  61. Create hypothetical perfect journeys <ul><li>PRE </li></ul><ul><li>Receives an email from his boat club about the event with a special offer </li></ul><ul><li>Visits club website and sees who else is going (eg Eventbrite); each member has been invited to express what they’re most interested in seeing </li></ul><ul><li>He learns that one of his best mates is interested in a similar boat </li></ul><ul><li>He emails his mate to find out when he’s attending; they coordinate a time and he returns to the club website to buy the ticket – he receives email confirmation </li></ul><ul><li>A few days prior the event, the company who’s boat he’s interested in emails him with a special invitation to experience the boat at twilight on the harbour with a few friends from his club; he confirms – again seeing that his mate is also going </li></ul><ul><li>He also receives an email with key event details, a parking offer, meal voucher, a discount offer if he brings a partner, and is invited to share what he’s interested in at the main event website so that other like-minded people can work out what should be worth exploring </li></ul>
  62. The Sydney Boat Show <ul><li>Information </li></ul><ul><li>Who </li></ul><ul><li>What </li></ul><ul><li>Where </li></ul><ul><li>Why </li></ul><ul><li>When </li></ul><ul><li>How </li></ul><ul><li>Persuasion </li></ul><ul><li>Intrinsic credentials </li></ul><ul><ul><li>Who/what’s involved that’s incredible (eg Steve Jobs, tech) </li></ul></ul><ul><li>Expert credentials </li></ul><ul><ul><li>“ Famous boater said...” </li></ul></ul><ul><li>Peer credentials & intention </li></ul><ul><ul><li>90% said they’ll return this year </li></ul></ul><ul><ul><li>Friends of yours who are attending </li></ul></ul><ul><li>Incentives </li></ul>
  63. Campaigns and commitments <ul><li>Build your network before you need it with high-impact campaigns well in advance of your event </li></ul>Twitter Facebook Website Campaign to build fans in Facebook Campaign to build fast interest In event EVENT Campaigns to try to bring ticket purchases forward – some broad, some highly targeted Follow up: incremental sale or action
  64. Tools and tech <ul><li>Connecting: iPhone </li></ul><ul><li>Tweeting: Tweetdeck </li></ul><ul><li>Managing Twitter, Facebook: Hootsuite, Peoplebrowsr </li></ul><ul><li>Insight: Adwords, Insights, Ad Planner, Alerts, Analytics </li></ul><ul><li>Location-based: Foursquare </li></ul><ul><li>Augmented reality: see Urban Spoon </li></ul><ul><li>Facebook promos: Wildfire </li></ul><ul><li>Monitor: Radian 6, Buzzmetrics, Buzznumbers </li></ul><ul><li>Social media press release distribution: Newsmaker </li></ul><ul><li>Email/CRM: Traction, Mailchimp </li></ul>
  65. Remember <ul><li>Make it about me – not you </li></ul><ul><li>Be business-sensible but playful </li></ul><ul><li>Make a plan – but change it when needed </li></ul><ul><li>Stand out or go home </li></ul><ul><li>It doesn’t have to cost a lot of money – but it will cost time </li></ul><ul><li>The real game here is not about technology but about businesses being people- and community-centric </li></ul>
  66. <ul><li> </li></ul>
  67. Questions? <ul><li>[email_address] </li></ul><ul><li>@markpollard </li></ul><ul><li> </li></ul>