B2C Social Media Isn't Rocket Science


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I gave this presentation August 2012 at the Social Media Intelligence Summit in San Francisco. This presentation does not lay out your B2C social media strategy for you. Instead, it takes a bigger look at why you are using social media in the first place, and how it is serving your business goals. This presentation originally contained no written words. I added in the spoken portion as text so that it makes sense online.

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B2C Social Media Isn't Rocket Science

  1. 1. B2C Social Media Isn’t Rocket Science @BossyWeb #SocialB2C Michelle Magoffin Founder, Bossy Interactive michelle@bossyinteractive.com Facebook.com/BossyInteractive LinkedIn.com/in/magoffin
  2. 2. Raise your hand if I interrupted you in themiddle of posting to a social network.Raise your hand if you’ve already posted toa social network since you sat down.Raise your hand if you will post to a socialnetwork as soon as I stop asking you toraise your hand.
  3. 3. If this room was your pool of potentialcustomers, we’d have 100% social mediasaturation, which is completely unrealistic.We’re hardly representative of the averageconsumer but, they’re catching up.
  4. 4. With the ubiquity of social, you can nolonger control how and where customerscome into contact with your brand.
  5. 5. It’s this knowledge that inspires the frenzyand fear around social.Fear of the loss of potential clients, andthe loss of market share, to competitorswho you think are doing more or better insocial.This fear drives businesses to jump intosocial media, and to act without a plan.
  6. 6. Take a deep breath and step back from theledge.Let’s look at social media as part of abigger picture.
  7. 7. When I‘m working with a new client, Idon’t ask what their social media goalsare, I ask what their business goals are.Social media is just one part of yourcomplete digital strategyYou digital strategy is just one tool you useto help you meet your overall businessgoals.
  8. 8. Because you can’t control how and whereyour customers first come into contactwith you, you have to control what theysee when they do.No matter how your customers find you,they need to be presented with:• a consistent look• a consistent message• and a consistent level of serviceIt is your top priority to deliver a consistentbrand experience.
  9. 9. Don’t expect your customers to come toyour web site or even to your front door. Your customers are out there, online. GO WHERE YOUR CUSTOMERS ARE.
  10. 10. You’ve done your homework. You knowthat your social customers are a subset ofyour total customer base.Now, you need to figure out who they areand which social networks they’re using.
  11. 11. On Facebook, the demographics skewyounger than the other networks, withnearly half of users under the age of 25,but it has a broader reach.
  12. 12. My 82-year-old father-in-law is onFacebook…
  13. 13. …so is my 14-year-old cousin.
  14. 14. Twitter skews a little older, a little moreeducated, and with a little more cash inthe bank.
  15. 15. Pinterest is changing rapidly. It’s not allwomen anymore. 30% of users are men.Half are parents. The age breakdown isvery similar to Twitter.
  16. 16. Every B2C company needs to be on thesethree platforms. I can’t imagine a singlecompany that doesn’t have a portion oftheir customer base represented on eachof these networks.
  17. 17. Raise your hand if you’re wondering aboutGoogle+.You absolutely need to be on Google+, butnot because your customers are.
  18. 18. Maybe they are, maybe they aren’t.You need to be on Google+ for the searchbenefit.Create a page, link it to your URL, fill outyour profile, pop in once or twice a weekto post and engage, then forget about it.Maybe my advice will change in the futurebut, for now, your time is better spentelsewhere.
  19. 19. Social media isn’t rocket science.Your goal, as a B2C company is to sell your products or services to consumers.Social media serves those goals, indirectly.
  20. 20. Social media is a long game. It’s aboutestablishing connections and buildingrelationships.By deepening your relationships with yourcurrent customers, you can turn them intoadvocates for your company or yourproduct.
  21. 21. Your customers will spread your messageto their networks, adding a level of trustand authority to it.
  22. 22. That is the pot of gold in social media.The word of mouth.The reach.The friends of friends.THAT is what’s going to help you reachnew customers and sell more products.
  23. 23. Social media is about ROR, not ROI.Ted Rubin, a thought-leader in socialmarketing, coined the phrase, “Return onRelationship,” which he defines as “thevalue that is accrued by a brand due tonurturing a relationship. ROI is simpledollars and cents. ROR is the value that willaccrue over time through connection,loyalty, recommendations, and sharing.”
  24. 24. What Ted Rubin said is quotable andmeaningful, but how do you make it actionable?
  25. 25. First, I want you to think about something.What is the one big thing your company isabout?It’s bigger than your productIt’s bigger even your business goals.This is your brand ideal.
  26. 26. When I was running social media in-houseat Edmunds.com, company activities werestarting to form around the new brandideal.Edmunds provides automotive research toconsumers, but the brand ideal isn’t evenabout cars.
  27. 27. Edmunds’ brand ideal is, “Simplifying life’sbig decisions.”When they thought about WHY people arein the market for a new car, they realizedthat it usually coincided with a big decisionor change in their lives: a new baby, a newjob, moving across the country.Edmunds is there not just to help you buya new car, but to help you through a bigchange in your life.
  28. 28. With the social media strategy that I laidout for Edmunds, I kept that brand ideal inmind.What were we doing on each platform,with each post, to serve that ideal?It’s easy to deliver a consistent brandmessage when you have that one big ideain mind.
  29. 29. This carries over from offline activities aswell.For example, if you’re running a televisionad campaign, I should see that copy andthat message wherever I find you online.I should be able to get that exact offer.I should be able to find an easily shareabledigital version of the commercial.
  30. 30. The brand ideal serves as the foundationfor the actions you to take in social media.Those actions fall into three categories:-Engagement-Conversation-and Reciprocity
  31. 31. Conversations go two ways. You listen,then you respond. And you don’t respondwith, “Here’s my product. Have you seenmy product. Buy my product.”
  32. 32. If your customers are saying they love yourproduct, you are thanking them for usingit.You are telling them how to get more valueout of it, better ways to use it, how tomaintain it.You are returning the favor by publiclythanking people and partners.You are helping others to spread theirmessages, when it is relevant to your ownand useful to your followers.
  33. 33. If your customers are saying they hateyour product, you are reaching out tothem to ask them why they hate it, andhow you can improve it, and if there isanything you can do for them RIGHT ATTHIS MOMENT to fix the situation.Then you do it.
  34. 34. If your customers aren’t really talkingabout your product at all, then you arepaying attention to what they ARE talkingabout, and finding a way to continue toadd value to their lives.You’re sharing relevant content from othersources, not just your own.
  35. 35. You don’t have to remind your followersthat your product exists by continuallytrying to sell to them.By keeping your content interesting andrelevant to what is going on in their lives,you’re continually reminding them thatYOU exist and that YOU are valuable tothem.THEN, when it’s time to make a purchaseor a referral, your brand is there, top ofmind.
  36. 36. And
  37. 37. AndHere is such a simple example of this. WineLibrary posted a question asking what peoplewould be drinking that weekend. I answered hardcider – not wine – but they quickly respondedwith information they knew would be valuable tome but which, in no way, helped them to sell mesome wine, or to drive me to their web site.But, look what they got out of it as a result. Ipublicly thanked them, which had the potentialto be seen by my 2000 followers. I’m talkingabout it to you. You might repeat this example toothers. I’m also going to put this presentation onSlideshare. It cost Wine Library nothing to sendme that tweet. They’re doing it right.
  38. 38. And
  39. 39. AndSome brands are doing it wrong.This is where I present YOU with aconsistent brand experience for BossyInteractive by bossing you around andtelling you what not to do.
  40. 40. And
  41. 41. AndDo not use RSS feeds!Every tweet and Facebook post must bewritten individually by a person.Schedule some (but not all) of them inadvance if you like, but no automatedfeeds!The LA Times Twitter feed is nothing but asea of links as far as the eye can see. Later,check out CNN for an example of how todo the same thing better.
  42. 42. And
  43. 43. No broadcasting! AndIf you’re broadcasting, your feed is all you, you,you, with no conversation and no engagement.Dropbox has over a million Twitter followers,partly because they incentivize customers tofollow them by offering additional free storagespace if they do, but also because they have apopular product, but their social media strategystinks.They do write the tweets individually, but this isone-way communication. There is no customerinteraction at all.
  44. 44. No cross-posting!Don’t post the exact same thing on Facebook thatyou post on Twitter, and vice versa.This is an example of how ugly it can get. A friendof mine accidentally posted a tweet to Facebookthrough a third-party tool. The post @ replies toeight people, contains two hashtags, and a link,and it looks like crap.In case you can’t read the comment at thebottom, I told him that this is the worst Facebookpost ever. It really is.
  45. 45. And
  46. 46. No blitzes! AndSpread out your posts over time so that you reachmore of you audience and you don’t overwhelmand annoy them.This is a screenshot of a Pinterest board forCoach. By itself, it’s not bad.However, the day Coach created this board, andfive others based on color swatches, my entirePinterest feed was filled with these swatches.I unfollowed every single color swatch board justso I could see the rest of the pins in my feed.
  47. 47. And
  48. 48. AndNo selling!I really can’t stress that enough.The only time I want to hear about your productsis when you have something new, you’re givingme a great discount, you’re giving me an offerexclusive to that social network, or…
  49. 49. And
  50. 50. And…you are telling me something useful orentertaining about your product.This is a Facebook post by a company called KnockKnock, they talk about their products all the time,but in such a fun and relevant way, that I neverseem to mind.
  51. 51. And
  52. 52. AndOne last reminder…Social media is about deepening relationshipswith your customers.Start from that place and build upon it with everyaction.
  53. 53. And