Messages that Matter

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My presentation given at IABC Kentucky and Social Media Club of Louisville event on 11.17.09

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Messages that Matter

  1. 1. Messages that Matter Social Media Boot Camp | 11.17.09 Kevin Dugan | Empower MediaMarketing flickr.com/photos/mattwells2/339027823
  2. 2. badpitch.blogspot.com | @prblog IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  3. 3. Messages That Matter 1. Messaging Basics 2. Transitioning to Social Media 3. Case Studies 4. Action Items IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  4. 4. Can you name this retailer? IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  5. 5. Can you name this retailer? IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  6. 6. Can you be Brief? MESSAGING BASICS IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  7. 7. Social Media Paradox IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  8. 8. Creative Brief • One-page foundation for messages – Audience/customer insights – Key points of differentiation – Reasons to believe • Prevents mission creep • Encourages integration • Created at brand and project levels IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  9. 9. Creative Brief • Surrounds Ads customer with a consistent News Store message Media Customer • Integration ≠ Effective Messaging Social Online Media IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  10. 10. Finding your Social Voice TRANSITIONING TO SOCIAL MEDIA IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  11. 11. From Brand Voice to Social Voice Brand Voice Social Voice Brand accurately reflected Manifested in several real people Single, anonymous, one-way Brand is more human in social Consistent across touch Engaging and two-way points Unique to the company Listens, learns and interacts − Shiv Singh, Social Media for Dummies IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  12. 12. Creative Brief 2.0 -- Storytelling • When facts are widely available and instantly accessible, they become less valuable. Stories are easier to remember than facts. -- A Whole New Mind, Dan Pink • Stories are facts, wrapped in an emotion, bringing people together and building loyalty. -- The Elements of Persuasion, Maxwell & Dickman IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  13. 13. connect live support feedback friend/ Facebook, LinkedIn, follow/ Twitter, Flickr, YouTube fan reply/ rt share/ comment/ link discuss IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  14. 14. The Need for Story • “Incessant online chatter are pixels of people’s online identity.” – Clive Thompson, NYT • Consumers are constantly finding ways to express themselves via varying media -- from online profiles to fashion – Iconoculture • Ambient awareness is the end result IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  15. 15. Best Buy | Sharpie | Sodexo CASE STUDIES IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  16. 16. Case Studies • Best Buy: Retail’s Social Brand • Sharpie: CPG Storyteller • Sodexo: Foodservice HR Network IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  17. 17. Best Buy • Brand: Service-focused, innovator • Tactics: Twelpforce customer service channel, CMO blog, YouTube Channel, aggregates social content and conversation • Voice: Barry Judge and Best Buy employees Best Buy has come full-circle to become a social brand IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  18. 18. Best Buy • Genuine stories, transparency and experimentation IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  19. 19. Best Buy IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  20. 20. Best Buy IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  21. 21. Sharpie • Brand: Enable storytelling, inspire creativity and encourage trial • Tactics: Customer community, blog, Flickr, Twitter, Facebook and YouTube • Voice: Sharpie Susan Wassel Storytelling equates sales, advocacy and loyalty for Sharpie IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  22. 22. flickr.com/photos/vodcars/1981244224 flickr.com/photos/vodcars/1981232376 IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  23. 23. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  24. 24. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  25. 25. Sodexo • Brand: Start conversations to humanize and recruit • Tactics: Past employees are advocates, full- scale CGM across Twitter, Flickr, Facebook, blogs and YouTube details culture • Voice: Kerry Noone Sodexo shows benefit of engaging employees IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  26. 26. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  27. 27. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  28. 28. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  29. 29. Learn by Doing ACTION ITEMS IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  30. 30. Action Items 1. Set Social Marketing Goals: This helps identify social voice(s) 2. Conduct Due-Diligence: Is your voice Google- friendly? 3. Revisit Creative Brief: Is the right story told to the right people in the right places? IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  31. 31. Action Items 4. Share: Design messages that can be customized and spread by customers, influencers and advocates 5. Broaden Definitions: Content, messages and models are changing 6. Revisit Touch Points: Are you sprinkling social across other marketing efforts? IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  32. 32. Action Items 7. Cross-Platform Wisely: Take into account strengths and limitations in each platform 8. Consider Blended Opportunities: There is solid ground between paid and social media 9. Ask me a question! This is the last slide. IABC Kentucky | Social Media Club Louisville Bootcamp Copyright Kevin Dugan │ @prblog
  33. 33. Thank You bit.ly/kybootcamp @prblog │ @empowermm

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