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Be Seen, Be Found
The document discusses the importance of integrating social media and customer conversations into marketing strategies to build trust and drive revenue. It highlights the need for businesses to adapt to changing consumer expectations and leverage engagement through various digital platforms. Emphasizing the shift from traditional marketing, it advocates for creating valuable content and establishing long-term relationships with customers.
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Be Seen, Be Found
- 1. BE SEEN, BEFOUND: 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 EyeView 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 INANY ONLINE CONTENT: #SMSINDIA #FEEDACHILD
- 4. SO WHY ARE WE HERE TODAY? http://www.flickr.com/ photos/ashwinkumar/
- 5. We need tobuild awareness. We need to convert the curious. We need to increase revenue.
- 6. BUT WE’RE FACINGMANY 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 Consumershave 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 MEDIAWILL 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 DOINGTHIS RIGHT? CAN WE GET MORE FANS? MORE DIALOGUE? HOW DO I GET MORE ATTENTION?!?
- 10. LET’S TAKE AFRESH LOOK AT THE PRACTICE OF MARKETING & PUBLIC COMMUNICATION
- 11. MODERN MARKETING WAS BORN IN THEMID 20TH CENTURY
- 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: GOODTO THE ________ ________
- 15. YEH DIL MAANGE_____
- 16. MONOLITHIC MESSAGES WORKED WHENWE HAD: • Limited product choice • Limited media channels • Longer brand interactions • Higher barriers to entry
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- 18. WHY TRADITIONAL APPROACHESARE FALTERING H BLIS O PU TY T BILI ER A SUM CON ORIGINAL VERSION: AGENT WILDFIRE
- 19. CHANGING PRIORITIES: “HOWIMPORTANT 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 ENABLEUS TO ENGAGE IN WAYS THAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTING TRUST BETWEEN PEERS. FLICKR.COM/PHOTOS/POWERBOOKTRANCE
- 21. SO IS SOCIALA FAD, OR IS IT A PROFOUND GLOBAL CULTURAL SHIFT
- 22. NUMBER OF PEOPLEJOINING LINKEDIN DAILY 83,000+
- 23. 618, ACTIVE USERS ON FACEBOOK 500, SOURCE: SOCIALBAKERS & FACEBOOK, 1 FEB 2011 000
- 24. 5,800,000+ PEOPLE JOIN FACEBOOKEVERY WEEK SOURCE: FACEBOOK 2009 POPULATION OF BENGALARU 5,438,000
- 25. 55 NUMBER OF MINUTES THE AVERAGEUSER 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 GENERATEDBY CONSUMERS SOURCE: MCKINSEY QUARTERLY, JULY 2009
- 28. CLICKTHROUGH RATE FORAVERAGE BANNER AD 0.19% FORRESTER, 2008 38x CLICKTHROUGH FOR AVG FACEBOOK WALL POST 6.49% VITRUE, AUGUST 2009
- 29. MANY, INCLUDING YOURBOSS, CAN STILL BE SKEPTICAL PHOTO: FLICKR.COM/PHOTOS/YUGENRO 29
- 30. BOOMERS Be proper. Formallooks 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 CANI REACH MORE PEOPLE?
- 32. MILLENNIALS’ PERSPECTIVE: BOOMERS’PERSPECTIVE: FOUND” “BE SEEN, BE HEARD”
- 33. 1. CONTENT THATBUILDS 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 CONTENTEASILY 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 CONTENTEASILY 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.
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- 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
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- 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 SOCIALMEDIA STRATEGIES
- 49. DHAN YA VAADAA! http://antseyeview.com ERICWEAVER Twitter: @weave If you enjoyed today’s presentation, please tweet about it and include the hashtag #feedthekids