SlideShare a Scribd company logo
BE SEEN, BE FOUND:
How social content and conversation can
     build trust and drive revenue


                ERIC WEAVER
     VP Digital Strategy • Ant’s Eye View
ANT’S EYE…WHO?
Ant’s Eye View is a management
consultancy focused on
transforming business by
integrating the customer’s voice
throughout the value chain.

It is composed of the social media
leads from Microsoft, Dell, Intuit,
Real Networks, IBM and Lego.

We chose the name Ant’s Eye
View because we believe in
viewing business from the
customers’ perspective – from
the ground up.
USE THESE HASHTAGS
IN ANY ONLINE CONTENT:

     #SMSINDIA
    #FEEDACHILD
SO WHY ARE
   WE HERE
    TODAY?




      http://www.flickr.com/
      photos/ashwinkumar/
We need to build awareness.

We need to convert the curious.

We need to increase revenue.
BUT WE’RE FACING MANY HURDLES




 No one has the time.

 Everyone is distracted.

 Trust is harder to come by.

 Expectations can often be ridiculous.
OUTLINE

Marketing has changed
Consumers have changed and are empowered to connect with one another, bypass you
Trust is diminishing in the world
Technologies have changed
Marketing no longer works and consumers expect more
How do you compete, connect, grow in a world full of noise and empowered by Google?
You invest in long-term relationships with your consumers
You create in-bound marketing and IP that can be found, anywhere. New mindset.
     Google Knol, YouTube, blogs, Animoto
You build trust
     Proof points, testimonials. BlogTalkRadio. Long form, short form.
You engage where customers want you to
     Branded social presence, ease of being found in social sites, dialogue on other sites.
You get them to speak on your behalf
     Give them things to talk about, to share. Give them speaking venues. Blogger engagement.
CTC.
You put their needs first
     Provide informational value, tools, deals. Real apps. Geo-marketing.
The future?
     Smartphones will change India. Augmented reality. Touch interfaces.

                                                                                                7	
  
“MAYBE SOCIAL MEDIA WILL
BE THE MAGIC BULLET.”

SO YOU’RE TWEETING. YOU SET UP
A FAN PAGE. POSTED SOME VIDEOS
ON YOUTUBE.

IF YOU’RE LIKE MANY OTHERS,
YOU’RE WONDERING…

NOW WHAT?
AM I DOING THIS RIGHT?

CAN WE GET MORE FANS?

MORE DIALOGUE?

HOW DO I GET MORE ATTENTION?!?
LET’S TAKE A FRESH LOOK AT
THE PRACTICE OF MARKETING
& PUBLIC COMMUNICATION
MODERN
MARKETING
WAS BORN IN
THE MID 20TH
CENTURY
150 YEARS OF “THE
OUTBOUND VOICE”

LET’S TELL A STORY

LET’S EVOLVE EVERY
NICHE OF MARKETING
INTO A SOPHISTICATED
FIELD

LET’S FIND NEW WAYS TO
INTRUDE, INTERRUPT AND
DIVERT

HAS IT WORKED?
MAXWELL HOUSE COFFEE:
GOOD TO THE ________ ________
Be Seen, Be Found
YEH DIL MAANGE _____
MONOLITHIC MESSAGES
WORKED WHEN WE HAD:
•  Limited product
   choice

•  Limited media
   channels

•  Longer brand
   interactions

•  Higher barriers to
   entry
BUT NOW…
WHY TRADITIONAL APPROACHES ARE FALTERING




                                                                                H
                                                                               BLIS
                                                                             O PU
                                                                         TY T
                                                                        BILI
                                                                    ER A
                                                                   SUM
                                                                  CON
                  ORIGINAL	
  VERSION:	
  AGENT	
  WILDFIRE	
  
CHANGING PRIORITIES: “HOW IMPORTANT ARE THESE
   FACTORS TO CORPORATE REPUTATION?”


                        US 2006	
                                                          US 2010	
  

 Quality products & services
                              53%!   Transparent & honest practices
                      83%!
 Attentive to customer needs
                        47%!                   Company I can trust
                       83%!
Strong financial performance
                        42%!          High-quality products/services
                      79%!
                 Fair pricing
                 38%!                    Communicates frequently
                    75%!
        A well-known brand
                   37%!                        Treats employees well
                 72%!
    Good employee relations
                 35%!                         Good corporate citizen
               64%!
        Socially responsible
                                                        Prices fairly
                                             33%!                                                           58%!
                 Visible CEO
                                                          Innovator
                                      23%!                                                               48%!
 Dialogue with stakeholders
                                                      Top leadership
                                      23%!                                                               47%!
        Employee/CEO blogs
      12                                             Financial returns
                                                                                                         45%!
                                 %!




   EDELMAN	
  TRUST	
  BAROMETER,	
  2010	
  
                                                                                                                              19	
  
SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS
THAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTING
TRUST BETWEEN PEERS.




                                FLICKR.COM/PHOTOS/POWERBOOKTRANCE	
  
SO IS SOCIAL A FAD, OR IS IT A


PROFOUND
GLOBAL
CULTURAL
SHIFT
NUMBER OF PEOPLE JOINING LINKEDIN DAILY



83,000+
618,
ACTIVE USERS ON
      FACEBOOK




                           500,
  SOURCE: SOCIALBAKERS
  & FACEBOOK, 1 FEB 2011   000
5,800,000+
PEOPLE JOIN FACEBOOK EVERY WEEK   SOURCE: FACEBOOK




2009 POPULATION OF BENGALARU


5,438,000
55
NUMBER OF
MINUTES THE
AVERAGE USER
SPENDS EACH
DAY ON
FACEBOOK


SOURCE: FACEBOOK
50%
      PEOPLE WHO
      ARE MORE
      LIKELY TO
      BUY IF
      ENGAGED VIA
      SOCIAL SITES
      CHADWICK MARTIN
      BAILEY, FEB 2010
66%
PERCENTAGE
OF BRAND
TOUCHPOINTS
ARE NOW
GENERATED BY
CONSUMERS
SOURCE: MCKINSEY QUARTERLY, JULY 2009
CLICKTHROUGH RATE FOR AVERAGE BANNER AD


0.19%
                                FORRESTER, 2008




                       38x
CLICKTHROUGH FOR AVG FACEBOOK WALL POST


6.49%
                             VITRUE, AUGUST 2009
MANY, INCLUDING YOUR BOSS,
                CAN STILL BE SKEPTICAL

PHOTO:	
  FLICKR.COM/PHOTOS/YUGENRO	
      29	
  
BOOMERS
Be proper. Formal looks better. Never block any opportunity.
Oversharing is “weak” & “prideful.” Guarded is safe. Your suit &
tie = you are trustworthy.


GENS X&Y
Grew up with Google, so sharing means being found. Formalities
are boring. Would rather do business with the likeminded. Your
suit & tie = untrustworthy.




RIGHT NOW
THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO:	
  FLICKR.COM/PHOTOS/KATINALYNN	
  
SO HOW CAN I REACH
  MORE PEOPLE?
MILLENNIALS’ PERSPECTIVE:
 BOOMERS’ PERSPECTIVE:
                FOUND”
   “BE SEEN, BE HEARD”
1. CONTENT THAT BUILDS TRUST


•  Proof points                •  External voices, expert
                                  interviews (video or text)
•  Testimonials
                               •  Yelp, visitor rankings,
                                  featured quotes

•  Inside looks                •  Webcams, blog posts,
                                  factory tours

•  Employee perspective        •  Employee vignettes on
                                  YouTube

•  Management relations
                               •  CEO podcast, product
   pieces                         manager blog, day-in-the-
                                  life
2. MAKE CONTENT EASILY FOUND



•    Expertly tagged – who will it delight, or annoy
•    Conversation enabled and encouraged
•    Content hosted on/linked from social site
•    Rich media — with transcripts
3. MAKE CONTENT EASILY SHARED



•  Enable sharing technologies like AddThis, Facebook
   Connect, Google Connect
    •  Users are 4x more likely to join a community if
       done through Facebook Connect
•  Encourage sharing via “human engineering”
4. ENABLE ENGAGEMENT



•    Enable comments
•    Invest in community moderation
•    Make fanning, faving, rating, liking very easy
•    Engage fearlessly, but don’t feed the trolls



•  Why? GOOGLE LOVES ENGAGEMENT.
37	
  
38	
  
Be Seen, Be Found
SHORT-FORM CONTENT
           SHARING (NOT JUST
           BROADCASTING) ON TWITTER
IDEAS ON   LONG-FORM CONTENT
WHERE TO   (INTELLECTUAL CAPITAL =
           “SEARCH FODDER”) VIA BLOGS
START
           COMMUNITY BUILDING,
           ENGAGEMENT AND INFLUENCE
           (NOT “LIKES”) VIA FACEBOOK
PODCASTS THROUGH
           BLOGTALKRADIO.COM

           WHITE PAPERS AND THOUGHT
           LEADERSHIP ON SCRIBD,
IDEAS ON   KNOL.GOOGLE.COM, SCRIBD AND
WHERE TO   SLIDESHARE.NET

START      CREATE VIDEO SLIDESHOWS ON
           ANIMOTO.COM

           ANSWER IMPORTANT BUSINESS
           QUESTIONS ON LINKEDIN Q&A
BLOGTALKRADIO
GOOGLE KNOL
SCRIBD
SLIDESHARE
ANIMOTO
A FEW HINTS…



•  QUALITY OF CONTENT WILL DRIVE QUANTITY OF
   FANS. FOCUS ON QUALITY.

•  MANAGEMENT NEEDS TO UNDERSTAND THAT
   EVERYTHING THEY KNOW ABOUT MARKETING HAS
   SHIFTED. AND THAT’S NOT A BAD THING.

•  USE YOUR RESOURCES STRATEGICALLY. DON’T TRY
   TO DO EVERYTHING — DO A FEW THINGS VERY
   WELL.
MORE TOMORROW ON
SOCIAL MEDIA STRATEGIES
DHAN YA VAADAA!
http://antseyeview.com

ERIC WEAVER
Twitter: @weave

If you enjoyed today’s
presentation, please tweet
about it and include the
hashtag #feedthekids

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Be Seen, Be Found

  • 1. BE SEEN, BE FOUND: How social content and conversation can build trust and drive revenue ERIC WEAVER VP Digital Strategy • Ant’s Eye View
  • 2. ANT’S EYE…WHO? Ant’s Eye View is a management consultancy focused on transforming business by integrating the customer’s voice throughout the value chain. It is composed of the social media leads from Microsoft, Dell, Intuit, Real Networks, IBM and Lego. We chose the name Ant’s Eye View because we believe in viewing business from the customers’ perspective – from the ground up.
  • 3. USE THESE HASHTAGS IN ANY ONLINE CONTENT: #SMSINDIA #FEEDACHILD
  • 4. SO WHY ARE WE HERE TODAY? http://www.flickr.com/ photos/ashwinkumar/
  • 5. We need to build awareness. We need to convert the curious. We need to increase revenue.
  • 6. BUT WE’RE FACING MANY HURDLES No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can often be ridiculous.
  • 7. OUTLINE Marketing has changed Consumers have changed and are empowered to connect with one another, bypass you Trust is diminishing in the world Technologies have changed Marketing no longer works and consumers expect more How do you compete, connect, grow in a world full of noise and empowered by Google? You invest in long-term relationships with your consumers You create in-bound marketing and IP that can be found, anywhere. New mindset. Google Knol, YouTube, blogs, Animoto You build trust Proof points, testimonials. BlogTalkRadio. Long form, short form. You engage where customers want you to Branded social presence, ease of being found in social sites, dialogue on other sites. You get them to speak on your behalf Give them things to talk about, to share. Give them speaking venues. Blogger engagement. CTC. You put their needs first Provide informational value, tools, deals. Real apps. Geo-marketing. The future? Smartphones will change India. Augmented reality. Touch interfaces. 7  
  • 8. “MAYBE SOCIAL MEDIA WILL BE THE MAGIC BULLET.” SO YOU’RE TWEETING. YOU SET UP A FAN PAGE. POSTED SOME VIDEOS ON YOUTUBE. IF YOU’RE LIKE MANY OTHERS, YOU’RE WONDERING… NOW WHAT?
  • 9. AM I DOING THIS RIGHT? CAN WE GET MORE FANS? MORE DIALOGUE? HOW DO I GET MORE ATTENTION?!?
  • 10. LET’S TAKE A FRESH LOOK AT THE PRACTICE OF MARKETING & PUBLIC COMMUNICATION
  • 12. 150 YEARS OF “THE OUTBOUND VOICE” LET’S TELL A STORY LET’S EVOLVE EVERY NICHE OF MARKETING INTO A SOPHISTICATED FIELD LET’S FIND NEW WAYS TO INTRUDE, INTERRUPT AND DIVERT HAS IT WORKED?
  • 13. MAXWELL HOUSE COFFEE: GOOD TO THE ________ ________
  • 15. YEH DIL MAANGE _____
  • 16. MONOLITHIC MESSAGES WORKED WHEN WE HAD: •  Limited product choice •  Limited media channels •  Longer brand interactions •  Higher barriers to entry
  • 18. WHY TRADITIONAL APPROACHES ARE FALTERING H BLIS O PU TY T BILI ER A SUM CON ORIGINAL  VERSION:  AGENT  WILDFIRE  
  • 19. CHANGING PRIORITIES: “HOW IMPORTANT ARE THESE FACTORS TO CORPORATE REPUTATION?” US 2006   US 2010   Quality products & services 53%! Transparent & honest practices 83%! Attentive to customer needs 47%! Company I can trust 83%! Strong financial performance 42%! High-quality products/services 79%! Fair pricing 38%! Communicates frequently 75%! A well-known brand 37%! Treats employees well 72%! Good employee relations 35%! Good corporate citizen 64%! Socially responsible Prices fairly 33%! 58%! Visible CEO Innovator 23%! 48%! Dialogue with stakeholders Top leadership 23%! 47%! Employee/CEO blogs 12 Financial returns 45%! %! EDELMAN  TRUST  BAROMETER,  2010   19  
  • 20. SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTING TRUST BETWEEN PEERS. FLICKR.COM/PHOTOS/POWERBOOKTRANCE  
  • 21. SO IS SOCIAL A FAD, OR IS IT A PROFOUND GLOBAL CULTURAL SHIFT
  • 22. NUMBER OF PEOPLE JOINING LINKEDIN DAILY 83,000+
  • 23. 618, ACTIVE USERS ON FACEBOOK 500, SOURCE: SOCIALBAKERS & FACEBOOK, 1 FEB 2011 000
  • 24. 5,800,000+ PEOPLE JOIN FACEBOOK EVERY WEEK SOURCE: FACEBOOK 2009 POPULATION OF BENGALARU 5,438,000
  • 25. 55 NUMBER OF MINUTES THE AVERAGE USER SPENDS EACH DAY ON FACEBOOK SOURCE: FACEBOOK
  • 26. 50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010
  • 27. 66% PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CONSUMERS SOURCE: MCKINSEY QUARTERLY, JULY 2009
  • 28. CLICKTHROUGH RATE FOR AVERAGE BANNER AD 0.19% FORRESTER, 2008 38x CLICKTHROUGH FOR AVG FACEBOOK WALL POST 6.49% VITRUE, AUGUST 2009
  • 29. MANY, INCLUDING YOUR BOSS, CAN STILL BE SKEPTICAL PHOTO:  FLICKR.COM/PHOTOS/YUGENRO   29  
  • 30. BOOMERS Be proper. Formal looks better. Never block any opportunity. Oversharing is “weak” & “prideful.” Guarded is safe. Your suit & tie = you are trustworthy. GENS X&Y Grew up with Google, so sharing means being found. Formalities are boring. Would rather do business with the likeminded. Your suit & tie = untrustworthy. RIGHT NOW THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE PHOTO:  FLICKR.COM/PHOTOS/KATINALYNN  
  • 31. SO HOW CAN I REACH MORE PEOPLE?
  • 32. MILLENNIALS’ PERSPECTIVE: BOOMERS’ PERSPECTIVE: FOUND” “BE SEEN, BE HEARD”
  • 33. 1. CONTENT THAT BUILDS TRUST •  Proof points •  External voices, expert interviews (video or text) •  Testimonials •  Yelp, visitor rankings, featured quotes •  Inside looks •  Webcams, blog posts, factory tours •  Employee perspective •  Employee vignettes on YouTube •  Management relations •  CEO podcast, product pieces manager blog, day-in-the- life
  • 34. 2. MAKE CONTENT EASILY FOUND •  Expertly tagged – who will it delight, or annoy •  Conversation enabled and encouraged •  Content hosted on/linked from social site •  Rich media — with transcripts
  • 35. 3. MAKE CONTENT EASILY SHARED •  Enable sharing technologies like AddThis, Facebook Connect, Google Connect •  Users are 4x more likely to join a community if done through Facebook Connect •  Encourage sharing via “human engineering”
  • 36. 4. ENABLE ENGAGEMENT •  Enable comments •  Invest in community moderation •  Make fanning, faving, rating, liking very easy •  Engage fearlessly, but don’t feed the trolls •  Why? GOOGLE LOVES ENGAGEMENT.
  • 37. 37  
  • 38. 38  
  • 40. SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTER IDEAS ON LONG-FORM CONTENT WHERE TO (INTELLECTUAL CAPITAL = “SEARCH FODDER”) VIA BLOGS START COMMUNITY BUILDING, ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK
  • 41. PODCASTS THROUGH BLOGTALKRADIO.COM WHITE PAPERS AND THOUGHT LEADERSHIP ON SCRIBD, IDEAS ON KNOL.GOOGLE.COM, SCRIBD AND WHERE TO SLIDESHARE.NET START CREATE VIDEO SLIDESHOWS ON ANIMOTO.COM ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A
  • 47. A FEW HINTS… •  QUALITY OF CONTENT WILL DRIVE QUANTITY OF FANS. FOCUS ON QUALITY. •  MANAGEMENT NEEDS TO UNDERSTAND THAT EVERYTHING THEY KNOW ABOUT MARKETING HAS SHIFTED. AND THAT’S NOT A BAD THING. •  USE YOUR RESOURCES STRATEGICALLY. DON’T TRY TO DO EVERYTHING — DO A FEW THINGS VERY WELL.
  • 48. MORE TOMORROW ON SOCIAL MEDIA STRATEGIES
  • 49. DHAN YA VAADAA! http://antseyeview.com ERIC WEAVER Twitter: @weave If you enjoyed today’s presentation, please tweet about it and include the hashtag #feedthekids