What can we say when the consumer isn't just listening? (Canberra edition)


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Breakfast Seminar Series Event Presentation.

Based on recent work into the content of conversations on Twitter and other social media platforms, Dr Stephen Dann presents a way of seeing what has been said, what you can say, and how to answer the social media writer’s block of “but what do I talk about?”.

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  • Social Media Roll Call Facebook? Twitter? LinkedIn? Foursquare? Since we’re at it Soundcloud, Slideshare, YouTube, Wordpress, Diaspora*
  • Talk about the methods, methodology
  • What can we say when the consumer isn't just listening? (Canberra edition)

    1. 1. Alumni Breakfast Seminar <ul><li>College of Business and Economics presents </li></ul>
    2. 2. Dr Stephen Dann <ul><li>@stephendann </li></ul><ul><li>[email_address] </li></ul>
    3. 3. What can we say when the consumer isn't just listening? <ul><li>Social Media and the Marketing Conversation </li></ul>
    4. 4. Isn’t just listening Not isn’t listening
    5. 5. It’s okay, it’s not journalism, it’s just opinion It’s talkback radio without the radio
    6. 6. The rules of Engagement
    7. 7. <ul><li>You do not become a </li></ul><ul><li>Social Media Expert Guru . </li></ul>Rule 1: No #SMEG SMEG Awareness Ribbon
    8. 8. <ul><li>Follower counts are irrelevant </li></ul>Rule 2: Followers count
    9. 9. <ul><li>Don’t say viral. Or sticky. Don’t even think “authentically viral and sticky” </li></ul>Rule 3: Never plan the organic
    10. 10. No adding the letters “Tw” to random words <ul><li>#SMEG </li></ul>
    11. 11. Now, about that social media…
    12. 12. http://www.intersectionconsulting.com/blog/?p=797
    13. 13. Content Planning / Objectives <ul><li>Where? (ft who and why) </li></ul><ul><li>What? (ft when and how) </li></ul><ul><li>Now what? (Who answers back) </li></ul>
    14. 14. Where? <ul><li>Content planning and social media objectives </li></ul>
    15. 16. Speaking of… http://www.mr-mojo-risin.net/2011/07/03/free-social-media-icons-revisited/
    16. 17. Ever had the feeling you missed a spot?
    17. 18. What to say… <ul><li>Content planning and social media objectives </li></ul>
    18. 19. Focusing on Twitter
    19. 21. Based on prior research… <ul><li>Content </li></ul><ul><ul><li>12,000+ manually coded tweets </li></ul></ul><ul><li>Context </li></ul><ul><ul><li>Sporting events </li></ul></ul><ul><ul><li>QLD disasters (h/t @qpsmedia) </li></ul></ul><ul><ul><li>Conferences and events </li></ul></ul><ul><ul><li>Personal timelines </li></ul></ul>
    20. 23. @replies action, query, referral and response. <ul><li>Talking with the customer </li></ul>
    21. 24. sport, transport, weather and natural disasters <ul><li>Telling the story </li></ul>
    22. 25. announcements, #hashtagged events, headlines <ul><li>Telling the story </li></ul>
    23. 27. automated endorsements, secondary social media, and user generated content <ul><li>Share and share-alike </li></ul>
    24. 28. Endorsement and retweet <ul><li>Share and share-alike </li></ul>
    25. 29. Anatomy of a Retweet <ul><li>Quick calculation </li></ul><ul><li>Original Tweet minus RT_yourusername </li></ul><ul><li>Primary RT: username + 3, </li></ul><ul><li>Secondary RT: double username +6 </li></ul><ul><li>After that, the RT dominates the message </li></ul>
    26. 31. Unsolicited content. <ul><li>Posted without permission </li></ul>If you’re in the room thinking about it… don’t do it.
    27. 32. Activity, location, mechanical, personal, physical, temporal and work <ul><li>&quot;What are you doing?&quot; </li></ul>
    28. 33. broadcasts, fourth wall, greetings and unclassifiable <ul><li>Simply existing in text </li></ul>
    29. 34. How?
    30. 35. Hootsuite: Automation and Scheduling
    31. 36. Now what? Who’s talking back?
    32. 37. The Social Message Mantra <ul><li>Why this message? </li></ul><ul><li>Why at this time? </li></ul><ul><li>Why should it come from me? </li></ul><ul><li>What response should I expect? </li></ul>
    33. 39. Questions? @stephendann