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Why healthcare marketing
          MUST GO SOCIAL
                    ERIC WEAVER
                     Brand Dialogue
                       Tribal DDB!




#hcsig


                         PHOTO: FLICKR @JOE NANGLE
Today: social marketing &
healthcare
1.   Why social marketing?
2.   Strategies and tactics
3.   Is there an ROI for social marketing?
4.   Q&A

How many of you are on Twitter? Facebook?
If you’re one of those types…our hashtag is #hcsig
Chances are…
Frequently-asked questions
 Is this a fad?
 Do social marketing efforts actually work?
 The conversation seems so shallow, so
 meaningless.
 I’ve got a brand to build and numbers to
 hit: whose got time to tend to all these
 social media efforts?

                Let’s take a step back and look at the
                  business of promoting one’s brand.
This practice of
Marketing
 A trillion-dollar industry
 150 years of refinement
 Tell, tell, TELL! In as many
 places and as often as
 possible.
 Entire industries built around
 channel tools
 Buzzword bingo
 Job security = efficacy at:
    Storytelling
    Intrusion/interruption
    Retention via repetition
ADVERTISER VS. CONSUMER: http://www.youtube.com/watch?v=heSudg‐tfIk
ESCAPE: Consumers flocked to social networks to find like minds
& shared interests—not products or pitches.
“Oooh, yummeh!!”
Why Healthcare Marketing Must Go Social
Why Healthcare Marketing Must Go Social
Whither the
outbound
voice?

US Ad Spend
Plunges
14.2%; Only
Online Posts
Growth
SOURCE: TNS Media Intelligence
SO WHAT DOES THIS MEAN?
Four major cultural changes are killing
monologue and spurring dialogue.
Change #1: trust has been shattered.
Why Healthcare Marketing Must Go Social
Change #2: customers
have changed.
 Attention-deficit
 Fragmented by niche
 interests
 Feeling time-starved
    Girl Scouts merit badge
    Cell phone in the john
 Distrustful of advertising
 Spoiled by customization
 and media options
    “Snack-media” consumers
They are empowered!
 SEARCH lets consumers find
 people, products, information
 and media of interest &
 relevance
 EXPRESSION through blogs,
 podcasts, opinion sites, online
 communities
 SHARING items of value or
 interest – globally
     Items they love…. and hate
                                                WHICH MEANS:
                                           To get what they want,
                                   consumers generally don’t need
                                      marketing, advertising or PR.
BLOGGERS
        CUSTOMERS                       TRADE ORGS




                    Change #3:
EMPLOYEES
                     the new            INVESTORS
                    cacophony.



   MEDIA
                                            ANALYSTS




MARKETERS
                     GOVERNMENT
Change #4: people now turn to peers.
In chaos, people look to peers for
   recommendations.
They do this when:
     Risk is higher
     More choices to review and filter
     They have less time to research
PEERS are the most credible people
providing company/product info

47%
believe what “a
person like me”
says about an
organization
                  How many think advertisers
                  and marketers are credible?

                  13%
                  SOURCE: 2009 Edelman Trust Barometer
Peer recommendation isn’t just influential.
Trust and distrust are widely shared.




56% of those aged 35-64 and 63%
aged 25-34 were “likely to share their opinions
and experiences about companies they trust or
distrust on the web.”*
*SOURCE: 2008 Edelman Trust Barometer
And trust drives preference.

91%
of the informed public
chooses to buy from
companies they trust.

77%                                             The bottom line:
refuses to buy from
companies they distrust.*               Trust drives transactions.

*SOURCE: 2009 Edelman Trust Barometer
Growing your
revenue isn’t about
how clever, elegant,
  or loud you are.
                         IT’S ABOUT
  It’s not about the
tools, differences in
                         PROSPECTS
  generations, nor
 Ashton or Oprah.
                          TRUSTING
And it’s not about the
                             YOU.
 changes in how you
    promote your
       offering.
                                FLICKR @POWERBOOKTRANCE
So you don’t need
  an advertising
     strategy.

You don’t need a
                      YOU NEED
  social media         A TRUST
    strategy.
                      STRATEGY.
And you certainly
  don’t need a
“Twitter strategy.”
                            FLICKR @POWERBOOKTRANCE
Part II:
Strategies &
Tactics
Strategies to build and spread trust
  How do I minimize trust killers?
     BE FOUND OR REFERRED, rather than interrupting one’s search.
     DEMONSTRATE VALUE, don’t just talk about it.
  How do I build trust with prospective customers?
     DEMONSTRATE INTELLECTUAL CAPITAL
     DEMONSTRATE A VISION for this profession or this market.
     SHOW THAT OTHERS TOOK A CHANCE and benefitted.
     SHOW THAT YOU’RE TRUSTWORTHY, ethical, easy to deal with.
  How do you empower others to spread their trust in
  your offering?
     GIVE CUSTOMERS A VOICE.
     AMPLIFY THEIR TESTIMONIALS.
     MAKE SHARING YOUR VALUE EFFORTLESS.
THOUGHT-STARTERS
Social marketing applications
BLOGGING                                AUDIO (podcasts)
       Industry-related “found items”           Storytelling
       Design trends and insights               Thought leadership
       CEO media/investor relations             Testimonials
MICROBLOGGING (Twitter)                         Sensory branding
       Timely insights
       Blog awareness                   WIKIS
       Event awareness                          Event planning
       Community-building                       Product development
VIDEO (one-off or vidcasts)                     Shared learnings
       How-to’s                                 Distributed work-in-progress
       Personality pieces               SOCIAL & TOPICAL NETWORKS
       Company storytelling                     Brand awareness
       Humor
WIDGETS                                         Community/CSR discussion
       Content distribution/sharing             Community building
                                                Feedback/testing/trials
BRANDED SITE
                                                                                           EXTERNAL MKTG‐MANAGED PRESENCE
                                                                                           EXTERNAL THIRD‐PARTY SITE

Integrated Traditional/Social Marketing Mix                                                TRADITIONAL MEDIA/PR



                     TOPICAL COMMUNITIES:
                        IP, HELPFUL TIPS

           PRODUCT LAUNCH
              MICROSITE
                                                                                  AMAZON
                                            S T O R Y T E L L I N G
                        HELPFUL RESOURCES                                                        RECIPES
             SEO
  EVENTS                                        DOT‐COM SITE                                         COMMENTS

                                      COMPANY BLOG (IP)         ONLINE SAMPLING                           FACEBOOK FAN
                                                                            E‐COMMERCE PARTNER                PAGE

  ONLINE                    YOUTUBE CHANNEL:
                             STORYTELLING, IP


  PRINT
                                   EXTERNAL BLOGS: IP, HELPFUL TIPS

 OUTDOOR

             PR



                   SAMPLING PGMS



                                                      RETAIL
                                                      RETAIL
Additional tools and tactics
  Blogger engagement
    Can build awareness, strengthen credibility
    Must be done carefully
  Conversation monitoring
    Provides insights into consumer desires, behavior to
    better drive business goals
  Social-media-powered events
    “Tweetups”
Blogger Engagement “Guardrails”
Positive Posting
   Decide if you want to agree with the poster, compliment them, or
   leave it alone.
Negative Posting
   Is the site dedicated to bashing? Is the post a rant, rage, joke or
   satirical?
   Are there errors?
       Decide if you want to send a polite correction on that board.
   Is this posting because of a negative customer experience?
       Decide if you want to try to fix their experience.
Blogger Engagement “Guardrails”
No Matter What
  Let others know you’re with your company.
  If you quote facts, include links, imagery, or references.
  Take the time to create a strong, positive response. Don’t
  rush.
  Use a tone that reflects highly on the organization.
  Spell- and grammar-check!
  Decide if this is a strong influencer or not, and dedicate
  your time accordingly.
Conversation monitoring
 Lion’s share can be automated
   Blogpulse.com, Google Blog Search, Technorati
 Efforts can be coordinated/reported by interns
 Specialized tools can report on sentiment,
 motivation and topic trending
   Radian6, Sentimine, MotiveQuest
   Challenge/high cost is due to human sorting (spam
   vs. ham)
Where’s the healthcare industry
compared to others?
 Consumer-generated health content is among
 the most trusted , yet many providers can’t talk
 products outside regulatory approval
 Regulation makes consumer-generated content
 risky, requires more review
 Lagging behind CPG, auto
 Far ahead of banking/financial services
The good news
 Consumer-generated content and connection in
 the health arena is centered around FEAR, LOVE
 and HOPE: the largest drivers of meaningful,
 emotive connection.
 Procter & Gamble discovered this in their early
 social efforts, when it became clear the
 conversation was centered around issues, not
 products.
MAKING THE MOVE TO SOCIAL MARKETING

More questions
  What if my brand is being trashed in the blogosphere?
     Set guidelines before getting into the water
     React with honesty, transparency, advocacy
  What if I don’t get any traffic?
     Consider the content you are posting as well as venues
     Is it interesting? Is it easily referred to others?
     Is it an example of consumer advocacy?
  What if the boss is demanding eyeballs and orders?
     Help them use new channels to truly understand customer
     desires and tweak the offerings… not to merely validate some
     existing strategy
How others are using social
marketing
P&G:
          BeingGirl
          community
          – problem
          vs. product
          approach
          generates
          4x sales
          increase
          over ads

PAGE 36
J&J
 YouTube
 Channel:
 averaging
 7,000
 views/mo


PAGE 37
Mayo Clinic
Facebook Fan
Page:
marcom and
testimonials
MAYO CLINIC’S TOP SOURCE FOR PREFERENCE-
INFLUENCING INFO: WORD OF MOUTH (84%) –
ADVERTISING (27%)

MAYO TOP-OF-MIND PREFERENCE AMONG US
CONSUMERS IS NEARLY 4X NEXT COMPETITOR.
Mayo
          podcasts:
          1-3 minute
          videos,
          audio
          podcasts


PAGE 39
Mayo
          Clinic
          “Wordle”:
          visual
          look at
          areas of
          interest
          WORDLE.NET



PAGE 40
Cleveland Clinic
Facebook Fan
Page: tips for a
healthy life
What not to do:
create a product
ghost town to
promote your
local business
Great to
 see local
 firms
 using
 social
 media!


PAGE 43
MORE FOOD FOR THOUGHT
The changing landscape requires a
change in how you present yourself.
  It’s not “a fad”
     It’s newfound power and choice for everyone.
  It’s not “shallow, fake connections”
     It’s a shift in how you connect with prospective
     customers who are time- and attention-starved.
  It’s not “one more thing to do”
     It’s a shift in how and where you dedicate your time
     and energy in promoting your business.
Consider your lens.
Boomers/Tweeners              Gen X/Millenials
  Trained in formalities        Formalities ignored
  Don’t offend anyone           More interested in
  Be the most acceptable to     finding those with like
  the largest number of         minds than worrying
  people                        about turning off others
  Privacy highly valued         Less privacy means more
                                ability to be found
  Interested in tech            Digital natives – tech is
  functionality but often       ubiquitous and easy
  overwhelmed by speed of
  change                        Have grown up with
  Don’t do well with chaos      “random” behavior
Part 3: ROI
ROI for social media still a challenge
  Easy to measure on-site activity
    But no way to measure user path to destination sites
    Incentive on Twitter is reposted on Facebook, seen by
    a friend, and then blogged. RSS feed is aggregated,
    then seen by a handraiser. Which presence
    generated the lead?
Some typical metrics
 Number of video views or podcast downloads
 Blog postings, comments, shares and ratings
 Corporate priority areas discussed in online
 conversations and conversation frequency
 Key message coverage, when appropriate,
   Including comparison to competitive messages,
   opposing views
Marketers can use tools to
  Measure perceptual changes (can be subtle)
  Measure one of coverage/overall favorability
  Analyze audiences: who’s engaging? Which
  topics are being discussed?
  Determine behavioral trends to help influence
  planning and benchmarking
Final thoughts
When in the online social space…
 MONITOR THE DIALOGUE. Listen daily. React quickly to curtail
 doubt.
 COMMIT TO YOUR CONTENT. Once you begin
 blogging/podcasting, commit to providing regular, timely and
 valuable updates. Do not let your content become stale.
 MAINTAIN PROPER EDITORIAL AND TECHNICAL SUPPORT. The
 content is an expression of your firm. Ensure that content is well-
 written and properly edited, and that the site will maintain
 acceptable uptime.
 PROMOTE OPEN, HONEST DIALOGUE. Straight talk is important.
 Text can often be misunderstood. Be consistently plain and truthful.
When in the online social space…
 ACCEPT THE GOOD WITH THE BAD. Some comments will be gushing with
 praise; others will feel like a punch to the gut.
 DON’T BE TIMID. When encountering a detractor, do not back down.
 Silence is often perceived as a sign of guilt.
 SET UP GUARDRAILS. Set and stick to brand boundaries – rules of
 engagement in open conversation
 NO NEED FOR CONSTANT ANSWERS. If talk is within the boundaries, leave
 it alone! This isn’t about control as much as it is confidence.
 MINIMIZE LEGAL INTERVENTION. Make sure legal guidelines are well
 understood but don’t run every post through the Legal Department. The
 posts will carry an overly cautious tone that will invite suspicion.
Creating internal alignment
 Arm management with knowledge of trends, case studies
 Show examples of low $ investment, high buzz/WOM value
 Make sure you have brand and message benchmarks to start with
    What are you coming to the party with?
    Market needs something to react to
 Present a strategy to engage customer base without pandering to
 them
    No Twitter for Twitter’s sake
With social marketing, everyone
wins
 Marketers can more fully engage markets, have customers become
 advocates, show innovation, forward thinking, extend brand without
 increasing marketing spend
 Content appears in more channels
    Lives on your sites, on enthusiasts’ sites, on cell phones, PSPs
 Inexpensive market test compared to traditional marketing efforts
 Co-created brands can have additional “enthusiast inertia”
The takeaway: TRUST
 Rethink your entire marketing approach from
 a prospective of trust and with a wider lens
 Build trust by being found, providing value,
 demonstrating knowledge and trustworthiness
 Use social marketing to leverage the existing
 trust already established between peers, rather
 than trying to buy new trust
THANK YOU.
slideshare.net/weave
twitter.com/weave
branddialogue.com
edelman.com/trust

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Why Healthcare Marketing Must Go Social

  • 1. Why healthcare marketing MUST GO SOCIAL ERIC WEAVER Brand Dialogue Tribal DDB! #hcsig PHOTO: FLICKR @JOE NANGLE
  • 2. Today: social marketing & healthcare 1. Why social marketing? 2. Strategies and tactics 3. Is there an ROI for social marketing? 4. Q&A How many of you are on Twitter? Facebook? If you’re one of those types…our hashtag is #hcsig
  • 4. Frequently-asked questions Is this a fad? Do social marketing efforts actually work? The conversation seems so shallow, so meaningless. I’ve got a brand to build and numbers to hit: whose got time to tend to all these social media efforts? Let’s take a step back and look at the business of promoting one’s brand.
  • 5. This practice of Marketing A trillion-dollar industry 150 years of refinement Tell, tell, TELL! In as many places and as often as possible. Entire industries built around channel tools Buzzword bingo Job security = efficacy at: Storytelling Intrusion/interruption Retention via repetition
  • 6. ADVERTISER VS. CONSUMER: http://www.youtube.com/watch?v=heSudg‐tfIk
  • 7. ESCAPE: Consumers flocked to social networks to find like minds & shared interests—not products or pitches.
  • 11. Whither the outbound voice? US Ad Spend Plunges 14.2%; Only Online Posts Growth SOURCE: TNS Media Intelligence
  • 12. SO WHAT DOES THIS MEAN? Four major cultural changes are killing monologue and spurring dialogue.
  • 13. Change #1: trust has been shattered.
  • 15. Change #2: customers have changed. Attention-deficit Fragmented by niche interests Feeling time-starved Girl Scouts merit badge Cell phone in the john Distrustful of advertising Spoiled by customization and media options “Snack-media” consumers
  • 16. They are empowered! SEARCH lets consumers find people, products, information and media of interest & relevance EXPRESSION through blogs, podcasts, opinion sites, online communities SHARING items of value or interest – globally Items they love…. and hate WHICH MEANS: To get what they want, consumers generally don’t need marketing, advertising or PR.
  • 17. BLOGGERS CUSTOMERS TRADE ORGS Change #3: EMPLOYEES the new INVESTORS cacophony. MEDIA ANALYSTS MARKETERS GOVERNMENT
  • 18. Change #4: people now turn to peers. In chaos, people look to peers for recommendations. They do this when: Risk is higher More choices to review and filter They have less time to research
  • 19. PEERS are the most credible people providing company/product info 47% believe what “a person like me” says about an organization How many think advertisers and marketers are credible? 13% SOURCE: 2009 Edelman Trust Barometer
  • 20. Peer recommendation isn’t just influential. Trust and distrust are widely shared. 56% of those aged 35-64 and 63% aged 25-34 were “likely to share their opinions and experiences about companies they trust or distrust on the web.”* *SOURCE: 2008 Edelman Trust Barometer
  • 21. And trust drives preference. 91% of the informed public chooses to buy from companies they trust. 77% The bottom line: refuses to buy from companies they distrust.* Trust drives transactions. *SOURCE: 2009 Edelman Trust Barometer
  • 22. Growing your revenue isn’t about how clever, elegant, or loud you are. IT’S ABOUT It’s not about the tools, differences in PROSPECTS generations, nor Ashton or Oprah. TRUSTING And it’s not about the YOU. changes in how you promote your offering. FLICKR @POWERBOOKTRANCE
  • 23. So you don’t need an advertising strategy. You don’t need a YOU NEED social media A TRUST strategy. STRATEGY. And you certainly don’t need a “Twitter strategy.” FLICKR @POWERBOOKTRANCE
  • 25. Strategies to build and spread trust How do I minimize trust killers? BE FOUND OR REFERRED, rather than interrupting one’s search. DEMONSTRATE VALUE, don’t just talk about it. How do I build trust with prospective customers? DEMONSTRATE INTELLECTUAL CAPITAL DEMONSTRATE A VISION for this profession or this market. SHOW THAT OTHERS TOOK A CHANCE and benefitted. SHOW THAT YOU’RE TRUSTWORTHY, ethical, easy to deal with. How do you empower others to spread their trust in your offering? GIVE CUSTOMERS A VOICE. AMPLIFY THEIR TESTIMONIALS. MAKE SHARING YOUR VALUE EFFORTLESS.
  • 26. THOUGHT-STARTERS Social marketing applications BLOGGING AUDIO (podcasts) Industry-related “found items” Storytelling Design trends and insights Thought leadership CEO media/investor relations Testimonials MICROBLOGGING (Twitter) Sensory branding Timely insights Blog awareness WIKIS Event awareness Event planning Community-building Product development VIDEO (one-off or vidcasts) Shared learnings How-to’s Distributed work-in-progress Personality pieces SOCIAL & TOPICAL NETWORKS Company storytelling Brand awareness Humor WIDGETS Community/CSR discussion Content distribution/sharing Community building Feedback/testing/trials
  • 27. BRANDED SITE EXTERNAL MKTG‐MANAGED PRESENCE EXTERNAL THIRD‐PARTY SITE Integrated Traditional/Social Marketing Mix TRADITIONAL MEDIA/PR TOPICAL COMMUNITIES: IP, HELPFUL TIPS PRODUCT LAUNCH MICROSITE AMAZON S T O R Y T E L L I N G HELPFUL RESOURCES RECIPES SEO EVENTS DOT‐COM SITE COMMENTS COMPANY BLOG (IP) ONLINE SAMPLING FACEBOOK FAN E‐COMMERCE PARTNER PAGE ONLINE YOUTUBE CHANNEL: STORYTELLING, IP PRINT EXTERNAL BLOGS: IP, HELPFUL TIPS OUTDOOR PR SAMPLING PGMS RETAIL RETAIL
  • 28. Additional tools and tactics Blogger engagement Can build awareness, strengthen credibility Must be done carefully Conversation monitoring Provides insights into consumer desires, behavior to better drive business goals Social-media-powered events “Tweetups”
  • 29. Blogger Engagement “Guardrails” Positive Posting Decide if you want to agree with the poster, compliment them, or leave it alone. Negative Posting Is the site dedicated to bashing? Is the post a rant, rage, joke or satirical? Are there errors? Decide if you want to send a polite correction on that board. Is this posting because of a negative customer experience? Decide if you want to try to fix their experience.
  • 30. Blogger Engagement “Guardrails” No Matter What Let others know you’re with your company. If you quote facts, include links, imagery, or references. Take the time to create a strong, positive response. Don’t rush. Use a tone that reflects highly on the organization. Spell- and grammar-check! Decide if this is a strong influencer or not, and dedicate your time accordingly.
  • 31. Conversation monitoring Lion’s share can be automated Blogpulse.com, Google Blog Search, Technorati Efforts can be coordinated/reported by interns Specialized tools can report on sentiment, motivation and topic trending Radian6, Sentimine, MotiveQuest Challenge/high cost is due to human sorting (spam vs. ham)
  • 32. Where’s the healthcare industry compared to others? Consumer-generated health content is among the most trusted , yet many providers can’t talk products outside regulatory approval Regulation makes consumer-generated content risky, requires more review Lagging behind CPG, auto Far ahead of banking/financial services
  • 33. The good news Consumer-generated content and connection in the health arena is centered around FEAR, LOVE and HOPE: the largest drivers of meaningful, emotive connection. Procter & Gamble discovered this in their early social efforts, when it became clear the conversation was centered around issues, not products.
  • 34. MAKING THE MOVE TO SOCIAL MARKETING More questions What if my brand is being trashed in the blogosphere? Set guidelines before getting into the water React with honesty, transparency, advocacy What if I don’t get any traffic? Consider the content you are posting as well as venues Is it interesting? Is it easily referred to others? Is it an example of consumer advocacy? What if the boss is demanding eyeballs and orders? Help them use new channels to truly understand customer desires and tweak the offerings… not to merely validate some existing strategy
  • 35. How others are using social marketing
  • 36. P&G: BeingGirl community – problem vs. product approach generates 4x sales increase over ads PAGE 36
  • 37. J&J YouTube Channel: averaging 7,000 views/mo PAGE 37
  • 38. Mayo Clinic Facebook Fan Page: marcom and testimonials MAYO CLINIC’S TOP SOURCE FOR PREFERENCE- INFLUENCING INFO: WORD OF MOUTH (84%) – ADVERTISING (27%) MAYO TOP-OF-MIND PREFERENCE AMONG US CONSUMERS IS NEARLY 4X NEXT COMPETITOR.
  • 39. Mayo podcasts: 1-3 minute videos, audio podcasts PAGE 39
  • 40. Mayo Clinic “Wordle”: visual look at areas of interest WORDLE.NET PAGE 40
  • 41. Cleveland Clinic Facebook Fan Page: tips for a healthy life
  • 42. What not to do: create a product ghost town to promote your local business
  • 43. Great to see local firms using social media! PAGE 43
  • 44. MORE FOOD FOR THOUGHT The changing landscape requires a change in how you present yourself. It’s not “a fad” It’s newfound power and choice for everyone. It’s not “shallow, fake connections” It’s a shift in how you connect with prospective customers who are time- and attention-starved. It’s not “one more thing to do” It’s a shift in how and where you dedicate your time and energy in promoting your business.
  • 45. Consider your lens. Boomers/Tweeners Gen X/Millenials Trained in formalities Formalities ignored Don’t offend anyone More interested in Be the most acceptable to finding those with like the largest number of minds than worrying people about turning off others Privacy highly valued Less privacy means more ability to be found Interested in tech Digital natives – tech is functionality but often ubiquitous and easy overwhelmed by speed of change Have grown up with Don’t do well with chaos “random” behavior
  • 47. ROI for social media still a challenge Easy to measure on-site activity But no way to measure user path to destination sites Incentive on Twitter is reposted on Facebook, seen by a friend, and then blogged. RSS feed is aggregated, then seen by a handraiser. Which presence generated the lead?
  • 48. Some typical metrics Number of video views or podcast downloads Blog postings, comments, shares and ratings Corporate priority areas discussed in online conversations and conversation frequency Key message coverage, when appropriate, Including comparison to competitive messages, opposing views
  • 49. Marketers can use tools to Measure perceptual changes (can be subtle) Measure one of coverage/overall favorability Analyze audiences: who’s engaging? Which topics are being discussed? Determine behavioral trends to help influence planning and benchmarking
  • 51. When in the online social space… MONITOR THE DIALOGUE. Listen daily. React quickly to curtail doubt. COMMIT TO YOUR CONTENT. Once you begin blogging/podcasting, commit to providing regular, timely and valuable updates. Do not let your content become stale. MAINTAIN PROPER EDITORIAL AND TECHNICAL SUPPORT. The content is an expression of your firm. Ensure that content is well- written and properly edited, and that the site will maintain acceptable uptime. PROMOTE OPEN, HONEST DIALOGUE. Straight talk is important. Text can often be misunderstood. Be consistently plain and truthful.
  • 52. When in the online social space… ACCEPT THE GOOD WITH THE BAD. Some comments will be gushing with praise; others will feel like a punch to the gut. DON’T BE TIMID. When encountering a detractor, do not back down. Silence is often perceived as a sign of guilt. SET UP GUARDRAILS. Set and stick to brand boundaries – rules of engagement in open conversation NO NEED FOR CONSTANT ANSWERS. If talk is within the boundaries, leave it alone! This isn’t about control as much as it is confidence. MINIMIZE LEGAL INTERVENTION. Make sure legal guidelines are well understood but don’t run every post through the Legal Department. The posts will carry an overly cautious tone that will invite suspicion.
  • 53. Creating internal alignment Arm management with knowledge of trends, case studies Show examples of low $ investment, high buzz/WOM value Make sure you have brand and message benchmarks to start with What are you coming to the party with? Market needs something to react to Present a strategy to engage customer base without pandering to them No Twitter for Twitter’s sake
  • 54. With social marketing, everyone wins Marketers can more fully engage markets, have customers become advocates, show innovation, forward thinking, extend brand without increasing marketing spend Content appears in more channels Lives on your sites, on enthusiasts’ sites, on cell phones, PSPs Inexpensive market test compared to traditional marketing efforts Co-created brands can have additional “enthusiast inertia”
  • 55. The takeaway: TRUST Rethink your entire marketing approach from a prospective of trust and with a wider lens Build trust by being found, providing value, demonstrating knowledge and trustworthiness Use social marketing to leverage the existing trust already established between peers, rather than trying to buy new trust