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Richard von Kaufmann Sauna Safari Social Media Presentation 8 May 2014
This document provides guidance on using social media successfully. It discusses the importance of having the right attitude and clear goals. Content is key, and the document outlines a model for creating proactive, latent, and reactive content. It also emphasizes the need to understand one's target audiences and changing perceptions through strategic, valuable content shared at the right time and place. Telling stories through social media can communicate an organization's values and build influence. Metrics should track whether content achieves strategic goals of changing perceptions.
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Richard von Kaufmann Sauna Safari Social Media Presentation 8 May 2014
- 1. SOCIAL MEDIA SUCCESS StartupSauna In Kenya Richard von Kaufmann // 8 May 2014
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- 4. Zipipop Freud —The Influence Agency Zipipop Freud combines social media & communications to create influence and solve business challenges in today’s world.
- 5. What did Peter Vesterbackateach me?
- 6. “Attitude is everything!” “Apress release is not marketing.” Peter Vesterbacka
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- 8. YOU CAN’T AFFORDTO BE SHY
- 9. GOALS • What areyou trying to achieve? • What resources do you have? • How will you know you are being successful? http://www.flickr.com/photos/barretthall/4039775568/
- 10. It’s all about changingperceptions in people’s minds
- 11. CHANGING PERCEPTIONS “People don'tread ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.
- 12. “People don't readads. They read what interests them, and sometimes it is an ad .” -Howard Gossage. The right content CHANGING PERCEPTIONS
- 13. “People don't readads. They read what interests them, and sometimes it is an ad .” -Howard Gossage. The right place The right content CHANGING PERCEPTIONS
- 14. The right time “Peopledon't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage. The right place The right content CHANGING PERCEPTIONS
- 15. How to create influencein today’s world?
- 16. Latent (people search internet forneeds/desires; asking questions in social media) Reactive (reacting – particularly in social media) Proactive (campaigns, press releases, etc.) ZIPIPOP FREUD’S TIME-BASED MARKETING MODEL
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- 19. “SEARCH ENGINE COMMUNICATION” TimoNurmi 2013 Latent
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- 21. Let’s step backin time for a moment…
- 22. ONE TO MANY– BROADCASTING CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg
- 23. MANY TO MANY– SOCIAL
- 24. DON’T SHOUT ATME CC: http://www.flickr.com/photos/spereira/3567328982 CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204
- 25. TALK TO ME CCLicense: http://www.flickr.com/photos/gudmunda
- 26. A new approachis needed
- 27. TRADITIONAL MEDIA MIX AdvertisingMarketing PR
- 28. THE NEW MEDIAMIX Proactive Latent Reactive
- 29. REACTIVE WILL GROW ProactiveLatent Reactive
- 30. ITS NOT ABOUTCHANNELS…YET
- 31. Without content there isno social media
- 32. WHAT IS SOCIALMEDIA? Sharing, discussing, and interacting around content in social networks. Richard von Kaufmann 2013
- 33. CONTENT MARKETING relevant, useful,entertaining
- 34. SEO (findable) Valuable Content socialmedia (sharable) COTENT NEEDS BE TO FOUND EASILY Provide ammunition for fans to promote you
- 35. “VALUABLE” CONTENT ATWORK share to a wall shared on company wall (240 likes) share to own wall (450 friends) 3 likes (with more than 1,500 friends) Shared to their own wall (300 friends) 2 likes and 1 share (with a total of more than 1,000 friends) 15 likes A total of nearly 27,000 people were reached
- 36. The process offinding out what kind of content is valuable to your community can take a long time. GROWING YOUR COMMUNITY
- 37. CONTENT PLAN Some thingscan be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead. Entertaining (useful & funny content related to your industry) Daily Diary (interesting things the company has been up to: new product launches, recruits, etc) Strategic (content that is designed to get people to take action on specific goals and build thought leadership) 1 4 1
- 38. DAILY DIARY Daily Diary (interestingthings the company has been up to: new product launches, recruits, etc) 1
- 39. ENTERTAINING / USEFUL Entertaining (useful& funny content related to your industry) 4
- 40. STRATEGIC Strategic (content that is designedto get people to take action on specific goals and build thought leadership) 1
- 41. CONTENT Interesting relevant contentthat is easy to find and share
- 42. LINKING BACK TOLANDING SITES F-Secure event landing page for the Mobile World Congress. http://mwc.f-secure.com/
- 43. ONE THING Direct focusonto 1 (max 3) things you can genuinely claim to provide at a world class / national level.
- 44. EXPERIMENTING • Innocent DrinksCommunities Manager: • Learning as we go, and willingness to admit to cock ups. • Experimenting with ideas and find what the right mix of content is. http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100
- 45. Plan – Do– Review – Repeat (what works)
- 46. How to definethe strategic content
- 47. ATTITUDE Brands that doparticularly well in social media have a consistent “attitude”. • Filter for deciding on content • Gatekeeper for ensuring consistent tone-of-voice across many channels
- 48. WHAT IS ATTITUDE? Theeasiest way we can express our values is to demonstrate: • What are we for? • What are we against?
- 49. ATTITUDE = VALUESIN ACTION Rami Saarela 2013
- 53. Do the actualperceptions = intended impression? +Values Actions = Attitude Target X Agendas Impressions Perceptions
- 54. Values Actions = Attitude Target X Perceptions Agendas Perceptionis everything The image of the company lies only in the minds of the target groups.
- 55. Aligning values andattitude (values in action) generates the desired perceptions • +Values Actions = Attitude Target X Agendas Perceptions
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- 57. Put the answersto the following questions into practice: ?
- 58. Values What are theyand can you be sure all the employees believe, or can be made to believe, in them? Must not just be nice words.
- 59. Best in theworld What parts of your business can you justifiably claim are delivered at the highest global/national standards. Overall marketing should be focused on these aspects.
- 60. Target groups Whose importantto your organization? Who has the purchase decision making power? Who influences the purchase decisions?
- 61. Focus / Agendas Listento your target groups and ask questions to find out: What’s important to them? What do they need to help them choose your brand?
- 62. Type of relationship Howshould your employees talk with the target groups? This is related to tone-of-voice, but is more about the nature of the relationship they should have; e.g. friend, buddy, teacher, guru The persona is based on the values, but “tweaked” appropriately for different contexts.
- 63. Attitude Remember: Attitude =Values in action The easiest way we can express our values is to demonstrate: • What are we for? • What are we against? So our communication actions should reflect these points of view.
- 64. Perception What perception(s) doyou wish to enhance or change in the minds of your target groups.
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- 66. FOCUS NEEDED Available resources Available resources Everything youwould like to promote
- 67. CONTENT PLAN Some thingscan be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead. Entertaining (useful & funny content related to your industry) Daily Diary (interesting things the company has been up to: new product launches, recruits, etc) Strategic (content that is designed to get people to take action on specific goals and build thought leadership) 1 4 1
- 68. INFLUENCE GRID resellers helpin sales buddy For:Agile and friendly Against: Inflexibility great selling support end-users easy to use reliable hi-tech supportive colleague For: proud of their work Against: careless work will help me be top of the top Perception to enhance Who is important What’s important to them Type of relationship Attitude
- 69. STRATEGIC CONTENT GRIDFILLING Perceptions Who is important Channels Posts Slideshow Videos Info- graphics White- papers Facts Competiti ons Testimoni als Friendly selling support resellers portal (live chat) YouTube LinkedIn? Slideshare Blog series of posts various reliable points / “live” slidedeck to show kSP; expert presentations (“Live” deck showing expert in the whole process ); deck about competitors old machine stories / video about SuperSnake, etc x technologies (based on white paper), x stats globally Our experts: x extra strength steels, x technologies, x in extreme conditions specific material providing evidence oldest machines + stories users say why in posts / old machine stories Whole process experts production managers LinkedIn, Facebook, YouTube, Sldieshare series of posts various reliable points / financial benefits in the long-run “Live” deck showing expert in the whole process high-speed videos of welding arc in different processes; old machine stories “live” slide deck of facts: calculations, ROI, customer process oldest machines + stories users say why in posts / old machine stories Will help me be top of the top end-users Facebook, YouTube series of posts various reliable points / financial benefits in the long-run;; posts about building bikes, etc; welders doing fun but highly skillful; (building nice bike) Leading and growing global company
- 70. KPI GRID PERCEPTION 1PERCEPTION1PERCEPTION 1 STRATEGY (high level) TACTICAL (mid level REACH (low level) STRATEGIC (perception changes, awareness increase, etc) Research reports: outsourced surveys, focus groups, online surveys, etc every 6-12 months PERCEPTION SPECIFIC CONTENT (as defined in the Content Strategy) Specific posts: Likes, Shares, Comments, Retweets, Favorites, etc daily but with formal quarterly review session CHANNEL (Facebook, LinkedIn, Blog, etc) General Channel Metrics: Followers, Page Likes (Fans), “Talking about this” (engagement), Buzz, Share of Voice, Sentiment, Channels, Influencers, etc daily but with formal quarterly review session
- 71. The power ofstories
- 72. Story Telling • Narrativeis a fundamental way we make sense of the world. • More than ever organizations need a compelling story to stand out from the crowd. • Social media channel for telling your story http://www.sxc.hu/photo/103262 Innocent’s clear and likable story allowed them to grow rapidly and be bought by Coke
- 73. TELLING YOUR STORY Throughthe social media channels communicate: •Why you are remarkable •What you stand for •Who you are •What are your goals •What’s happening now
- 74. MICRO STORIES • Eachpiece of content is a micro story that builds into a larger narrative. • It doesn’t have to be a story with a beginning, middle, and end. • A good image tells a story. • Create stories where your product saves the day and restores balance.
- 75. PUT THE CUSTOMERCENTRAL STAGE • Stop talking about me, I, us, we… — put you customer in the centre of the story and encourage them to create content
- 76. LOGIC vs EMOTION “Peopleare moved by stories and drama and hints and clues and discovery. Logic is a battering ram, one that might work if your case is overwhelming. Wal-Mart won by logic (cheap!), but yours probably won't.” Seth Godin
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- 79. BE A PURPLECOW • Be remarkable and stand out • The cornerstone of this is providing a remarkably good product or services • Find interesting, authentic stories behind your team, brand, product or company * http://www.fastcompany.com/magazine/67/purplecow.html
- 80. TAP INTO CONCERNS/ EMOTIONS
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- 82. You have toreact faster
- 83. CATCHING THE SOCIALWAVES http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpghttp://www.mesurf.com.au/technique_beginner_greenwave.aspx The social media team needs to be ready to react quickly to catch the social media-powered publicity waves.
- 84. IMPROVISATION — reactingin the moment to amplify the positive and reduce the negative
- 85. F-SECURE RIDING THENSA WAVE
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- 87. WHAT IS ACOMMUNITY MANAGER? A Community Manager guides communities towards smooth and effective collaboration. http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25
- 88. SOCIAL MEDIA TEAM Spreadand speed up the workload by involving experts from different departments — authentic knowledgable employees can be your best advocates Marketing HR Customer service Communications R&D Management Sales Team members should be enthusiastic and comfortable with using social media
- 89. PLAN – DO– REVIEW
- 90. THE IMPORTANCE OF AKEY MARKETING PERSON You need someone who has the time and is passionate about hustling and continuous promoting the brand and engaging with the communities.
- 91. MARKETING BALANCE great idea awesome development team If youhave a great marketing person you also need to have a great development team who can react fast enough to the exposure.
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- 93. Debate: • Rate candidatetext answers Shadow Election 2010
- 94. Debate: • Rate candidatevideos
- 95. Vote for yourcandidate
- 96. How did wedo this? • In one day unique visits when up by over 5,000
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- 98. Likes and commentsin Pekka Haavisto’s campaign page
- 99. Exposure reach ofup to 30% Finnish Facebook users
- 100. LINKING KEYWORDS • Vaalikone2012 • Reality Creating Media • Zipipop
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- 104. Shadow Election Now over120,000 Facebook fans across national pages
- 105. Keeping eyes open Findgenuine connections to influencers or hub sites.
- 106. 1 week: 8,000+Fans 60%+ engagement
- 107. facebook.com/zipipop linkedin.com/company/zipipop slideshare.net/zipipop sosiaalinenmedia.com Richardvon Kaufmann Co-founder & Partner Head of Social Media & Collaboration Tel. +358 45 11 222 73 Email: richard@zipipopfreud.fi www.zipipopfreud.fi
- 108. What is goodcontent?
- 109. What is goodcontent? People only use the Internet for two reasons: to solve a problem or to be entertained. Online content must do one or both to be successful. You should share content that are useful, entertaining and relevant to the recipient.
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