Conversation Marketing: New Media Communication Strategy


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You may not be interested in social media, but social media is interested in you.

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  • Conversation Marketing: New Media Communication Strategy

    1. 1. Message + Medium + Mission: Conversation Marketing: New Media Communication Strategy & David Erickson [email_address] Pat Lilja [email_address]
    2. 2. Is traditional media still important? <ul><li>Well actually…Yes </li></ul><ul><li>Traditional media still “primes the pipe” of a significant portion of online communication. </li></ul><ul><li>Traditional reporters still add disproportionate cache’ to a conversation. </li></ul><ul><li>MOST IMPORTANTLY: Traditional media is starting to “get it” and leading with their strengths while expanding their Social Media offerings. </li></ul>
    3. 3. Offline Media Use Continues to Change <ul><li>Internet no longer a threat to television </li></ul><ul><li>Newspaper and magazine use continues to drop among users </li></ul><ul><li>Radio use beginning to drop (I-Pod?) </li></ul>The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
    4. 4. Does Using Traditional Media Relations Still Work? <ul><li>It’s almost never enough </li></ul><ul><li>It’s becoming an add-on approach, rather than the starting point </li></ul><ul><li>But…It can work great in synergy with a social media approach </li></ul>Answer: Yes. But really…Not by itself
    5. 5. Social= Spreading the Word <ul><li>There are a million people with an opinion. </li></ul><ul><li>Opinions count. More than ever! </li></ul><ul><li>The barrier to entry is near zero. </li></ul><ul><li>There are powerful conversations online. </li></ul><ul><li>Some of those conversations have only a few people who care about them (and they are still powerful). </li></ul><ul><li>Search is the great equalizer. </li></ul>
    6. 6. Life of a 25-54 <ul><li>Read off-line newspapers and magazines </li></ul><ul><li>Like mobile for voice (and a few for data) but do not see their world on mobile phones </li></ul><ul><li>Aggregate information on-line and use RSS (though few know the term) </li></ul><ul><li>Community important for tasks, much less so for social. Will stay put. </li></ul><ul><li>Trust experts on factual information but rely heavily on reviews of peers on hotels, electronics, etc </li></ul><ul><li>When they create content it is to share reviews and experiences (not diaries or intimacies) </li></ul><ul><li>Rely heavily on personalized portals for news and financials </li></ul><ul><li>Care GREATLY about sources of news and information on-line </li></ul><ul><li>Heavy into e-mail </li></ul>The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
    7. 7. Life of a 12-24 <ul><li>Will never read a newspaper but attracted to some magazines </li></ul><ul><li>Will never own a land-line phone </li></ul><ul><li>Will not watch television on someone else’s schedule </li></ul><ul><li>Trust unknown peers more than experts </li></ul><ul><li>For first time willing (2005) to pay for digital content. Never before. </li></ul><ul><li>Little interest in the source of information and most information aggregated. </li></ul><ul><li>Community at the center of Internet experience </li></ul><ul><li>Everything will move to mobile </li></ul><ul><li>Less interested in television than any generation before (except as a display for videogames) </li></ul><ul><li>Want to move content freely from platform to platform with no restrictions </li></ul><ul><li>Want to be heard (user generated) </li></ul><ul><li>Use Text Messaging (and IM). Think e-mail is for their parents </li></ul><ul><li>Expect content to be available in video form </li></ul>The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project - USC Annenberg School--Center for the Digital Future
    8. 8. Internet Usage Demographics as a Percent of Population
    9. 10. Social Media – Web 2.0 What “Connected Consumers” are doing the most… <ul><li>Viewing online video (95%) </li></ul><ul><li>Reading blogs (70% regular readers, 29% daily) </li></ul><ul><li>Being Influenced by peers (55%) </li></ul><ul><li>Receiving customized Content </li></ul><ul><li>Viewing text messages, but not mobile “social” content </li></ul>
    10. 11. What Do You Care About? <ul><li>Raising visibility </li></ul><ul><li>Executing on program elements </li></ul><ul><li>Raising funds </li></ul><ul><li>Inspiring </li></ul><ul><li>And maybe… </li></ul><ul><li>What is social media and why does it matter? </li></ul>
    11. 12. Key Online Performance Indicators <ul><li>Donations </li></ul><ul><li>Cancellations / non-renewals </li></ul><ul><li>Page Views </li></ul><ul><li>Return Visitors </li></ul><ul><li>Service/funding requests and inquiries </li></ul><ul><li>Search Metrics (i.e. Google ranking) </li></ul><ul><li>Media Mentions </li></ul><ul><li>Materials Downloads </li></ul>Traditional Online Measurement Criteria:
    12. 13. Key Online Performance Indicators <ul><li>It’s beyond direct convertibility </li></ul><ul><li>Becoming a part of your community </li></ul><ul><li>Subscribing to your (blog, video, podcast, news, etc.) feed </li></ul>Future Online Measurement Criteria: <ul><li>Highly rating your post, video, article, etc. </li></ul><ul><li>Embedding your widget on their site </li></ul><ul><li>Passing on your message (Viral messaging) </li></ul>
    13. 14. How do we use Web 2.0 effectively? <ul><li>Empowerment </li></ul><ul><li>Engagement </li></ul><ul><li>Relationships </li></ul>
    14. 15. <ul><li>Go to where your best prospects/potential advocates/service recipients are getting information </li></ul><ul><li>Provide something compelling for them </li></ul><ul><li>Be relevant and interesting! </li></ul><ul><li>Be a resource </li></ul>
    15. 16. <ul><li>Encourage participants to become resources </li></ul><ul><li>Provide ways to let them spread “the message” </li></ul><ul><li>Make sure “the message” is valuable (or at least funny!) </li></ul>
    16. 17. <ul><li>Be a two-way street </li></ul><ul><li>Become a forum for the issue </li></ul><ul><li>Be trustworthy </li></ul><ul><li>Provide “authority” </li></ul>
    17. 18. Blogs <ul><li>Still “The King” of social media </li></ul><ul><li>Search engine positive </li></ul><ul><li>The right bloggers can be an outlet for your information – and a rally point </li></ul><ul><li>Your own blog can be the same thing! </li></ul><ul><li>Need someone with passion, commitment, and…a bit of discretion </li></ul>
    18. 19. Virtual Worlds (Second Life)
    19. 20. Social Network Sites <ul><li>Find your demographic </li></ul><ul><li>Identify passionate individuals and communities </li></ul><ul><li>Encourage and participate in community discussion </li></ul><ul><li>Mobilize </li></ul><ul><li>Display your “Brand” </li></ul><ul><li>Example: Facebook “Causes” </li></ul>
    20. 21. Social Network Sites
    21. 22. Facebook Example: Humane Society
    22. 23. Create Your Own Social Network Sites: &
    23. 24. Facebook “Causes” <ul><li>Facebook Application </li></ul><ul><li>269,988 daily active users </li></ul><ul><li>Leverages communities of common interests </li></ul><ul><li>Allows direct (and immediate) donation </li></ul><ul><li>Well funded developers </li></ul>
    24. 25. Video and Photo Communities <ul><li>Makes your material easier to find </li></ul><ul><li>YouTube (Video) and Flickr (Photos) are the biggest – and hosting is free </li></ul><ul><li>Viewers are self selecting = Almost every view is a quality one. </li></ul><ul><li>Video and photos can tell a story – sometimes better or with more impact than text </li></ul><ul><li>If you have people taking photos on-site or if you have commercials – you already have content </li></ul><ul><li>Video has proven more viral then photos – also more expensive to do well </li></ul>
    25. 26. Online Video Activities
    26. 27. Video and Photo Communities
    27. 28. “ The fact is that people don’t read anymore.” Steve Jobs: When asked why Apple did not include an eBook reader on the iPod or iPhone Online Video: The Future is starting now…
    28. 29. Communities of information <ul><li>Digg </li></ul><ul><li> ( also works) </li></ul>
    29. 30. Wiki’s <ul><li>What is a wiki? </li></ul><ul><li>A user-edited compilation of knowledge (Wikipedia, Etc.) </li></ul><ul><li>Easy to edit – usually by anyone allowed access </li></ul><ul><li>Allows branching of content (linking between wiki pages) </li></ul><ul><li>Your Own Wiki: </li></ul><ul><li>Generating a knowledge base </li></ul><ul><li>Planning and documenting </li></ul><ul><li>Inter/Intra-organization communications </li></ul><ul><li>Often requires a guide/facilitator and an editor-in-chief </li></ul><ul><li>OpenPlans ( </li></ul>
    30. 31. Wiki’s:
    31. 32. Twitter (micro blogging) <ul><li>Works with Instant Messaging (Jabber, AIM, Gtalk, and Livejournal), mobile (SMS), or the web. </li></ul><ul><li>Works a bit like SMS without the per-text rates and with more control over the recipients (but also a bit higher enetry barrier) </li></ul><ul><li>Useful for: </li></ul><ul><ul><li>Community building </li></ul></ul><ul><ul><li>Group Updates </li></ul></ul><ul><ul><li>Live Blogging </li></ul></ul>
    32. 33. Twitter (micro blogging)
    33. 34. Landing Page Design <ul><li>More “scanable” (Easy to read with short chunks of well headlined text, bullets, and bolded keywords) </li></ul><ul><li>Simple design – It’s not your homepage </li></ul><ul><li>Don’t ask for too much information too soon </li></ul><ul><li>Say Thank You! </li></ul>
    34. 35. Search Engine Optimization (SEO) <ul><li>Consider it for anything that might appear online including: </li></ul><ul><ul><li>Webpages </li></ul></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Media releases </li></ul></ul><ul><ul><li>Externally hosted content (video, photos, etc.) </li></ul></ul><ul><li>Don’t sacrifice readability for SEO </li></ul><ul><li>Don’t sacrifice long term rankings for quick gains </li></ul><ul><li>Use your time wisely </li></ul>
    35. 36. Search Engine Optimization (SEO) <ul><li>Consider your audience </li></ul><ul><li>Generate a keyword/key phrase list </li></ul><ul><li>Generate a list of pages that can link to and from your content </li></ul><ul><li>Create your page using the key words </li></ul><ul><ul><li>First in titles </li></ul></ul><ul><ul><li>Second in headings </li></ul></ul><ul><ul><li>Third in body text </li></ul></ul><ul><li>Link as much as possible to relevant content (especially content that shares your key words/phrases). This does not boost your rankings, but it does help identify your content. </li></ul><ul><li>If it’s information worth sharing, use Digg, and </li></ul><ul><li>Disseminate your content (upload, email, host) </li></ul><ul><li>Link to your own content and make sure others know how and when to link to it too. </li></ul><ul><li>Measure results and modify if necessary </li></ul><ul><li>Build upon success </li></ul><ul><li>SEO is not just for your webpages - Keywords benefit all your social media content. </li></ul><ul><li>And all your content provides linking opportunities. Tag. Tag. Tag. </li></ul>
    36. 37. Old(-ish) Media -Viral Content <ul><li>Webpages </li></ul><ul><li>Email </li></ul><ul><li>Contests (New Media Too!) </li></ul><ul><li>Via Email </li></ul>
    37. 38. New Media -Viral Content <ul><li>Videos </li></ul><ul><li>Games </li></ul><ul><li>Podcasts </li></ul><ul><li>Contests </li></ul><ul><li>Blog entries </li></ul><ul><li>Via Social Media Sites (and email) </li></ul>
    38. 39. U.S. Podcast Audience <ul><li>Total Podcast audiences are expected to increase 500 percent from 2006 to 2010 from 10 million to nearly 50 million </li></ul><ul><li>- Marketing News July 15, 2006 (eMarketer Inc). </li></ul>Active Podcast audiences are also expected to increase 500 percent from 2006 to 2010 from 3 million to nearly 15 million - Marketing News July 15, 2006 (eMarketer Inc).
    39. 40. Podcasting
    40. 41. Cell phones <ul><li>Those who talk the most on the phone are ages 18 to 24 (who averaged 290 calls a month in 2007) </li></ul><ul><li>Text messaging was highest among 13- to 17-year-olds (who averaged 435 messages a month in 2007) </li></ul><ul><li>Users 45 to 54 years old spoke on the phone 194 times, on average, a month and sent only 57 text messages </li></ul><ul><li>Who young people talk to says something symbolically about who they are tied to </li></ul><ul><li>Young people are not just talking for two hours straight, but they are continually connecting through the day </li></ul><ul><li>Text Messages are symbolic gestures of friendship </li></ul>
    41. 42.
    42. 43. & David Erickson [email_address] Pat Lilja [email_address]