How to get started on your social media strategy


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Presentation to the inaugural Intelligent Information Symposium 2012, Sydney 3 May 2012

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  • Australians are the world’s number one users of social media.We spend 7h per week on social media, more than one hour above the global average.
  • Connections are not free from context. Some are close, others loose, some personal and others professionalThere are different services for different types of connections (LinkedIn, Facebook)Everyone has their own policy who they choose to connect withQUESTION TO GROUP: What is your LinkedIn and your facebook policy? - if someone mentions “only people I have met personally”, contrast it with those who use it to grow their network, e.g. LION
  • Examples: Twitter, Facebook fan pages, blog feedsTerminology: follow, become a fan, subscribeMeaning: I am interested in what you have to say, keep me informed when this person/organisation has said/done something
  • Examples: Facebook users, MySpace users, Foursquare usersTerminology: friend, connect withMeaning: I state that there is a relationship between us and would like you to acknowledge it
  • Some social networks have stalled and even collapsed because they thought that mapping the social graph was enoughPeople come in, sign up and connect with everyone they know. But then what?Social objects in real life:Example A. You and your friend, Joe like to go bowling every Tuesday. The bowling is the Social Object. Example B. You and your friend, Lee are huge Star Wars fans. Even though you never plan to do so, you two tend to geek out about Darth Vader and X-Wing fighters every time you meet. Star Wars is the Social Object. Example C. You’ve popped into your local bar for a drink after work. At the bar there’s some random dude, sending a text on this neat-looking cellphone you’ve never seen before. So you go up to him and ask him about the phone. The random dude just LOVES his new phone, so has no trouble with telling a stranger about his new phone for hours on end. Next thing you know, you two are hitting it off and you offer to buy him a beer. You spend the rest of the next hour geeking out about the new phone, till it’s time for you to leave and go dine with your wife. The cellphone was the social object. Example D. You’re a horny young guy at a party, in search of a mate. You see a hot young woman across the room. You go up and introduce yourself. You do not start the conversation by saying, “Here’s a list of all the girls I’ve gone to bed with, and some recent bank statements showing you how much money I make. Would you like to go to bed with me?” No, something more subtle happens. Basically, like all single men with an agenda, you ramble on like a yutz for ten minutes, making small talk. Until she mentions the name of her favorite author, Saul Bellow. Halleluiah! As it turns out, Saul Bellow happens to be YOUR FAVORITE AUTHOR as well [No, seriously. He really is. You’re not making it up just to look good.]. Next thing you know, you two are totally enveloped in this deep and meaningful conversation about Saul Bellow. “Seize The Day”, “Herzog”, “Him With His Foot In His Mouth” and “Humbolt’s Gift”, eat your heart out. And as you two share a late-night cab back to her place, you’re thinking about how Saul Bellow is the Social Object here. Example E. You’re an attractive young woman, married to a very successful Hedge Fund Manager in New York’s Upper East Side. Because your husband does so well, you don’t actually have to hold down a job for a living. But you still earned a Cum Laude from Dartmouth, so you need to keep your brain occupied. So you and your other Hedge Fund Wife friends get together and organise this very swish Charity Ball at the Ritz Carleton. You’ve guessed it; the Charity Ball is the Social Object. Example F. After a year of personal trauma, you decide that yes, indeed, Jesus Christ is your Personal Saviour. You’ve already joined a Bible reading class and started attending church every Sunday. Next thing you know, you’ve made a lot of new friends in your new congregation. Suddenly you are awash with a whole new pile of Social Objects. Jesus, Church, The Bible, the Church Picnics, the choir rehearsals, the Christmas fund drive, the cookies and coffee after the 11 o’clock service, yes, all of them are Social Objects for you and new friends to share. Example G. You’ve been married for less than a year, and already your first child is born. In the last year, you and your spouse have acquired three beautiful new Social Objects: The marriage, the firstborn, and your own new family. It’s what life’s all about. 
  • Ask participants to identify the social object on these websites. Some are obvious and everyone will guess them, others not soYouTube: VideoMapMyRun: RunDigg: HyperlinkFacebook: Wall Post, Link, Video, Photo, “Page”IMDb: Movie, Person (actor, cast, crew), CharacterAmazon: Book, ProducteBay: Seller, (Item) [everyone will say item, but they are transient (exist for only a few days). What people comment on, share and interact with are sellers/buyers]TripAdvisor: HotelFoursquare: Venue Polyvore: Collage, ProductsBrand New: A rebrandLinkedIn: Person [e.g. recommendations]Important take-away: most of the time the social object is NOT a fellow user. It’s what we talk about, interact with, share with each other.Identifying what the social object of a site is is very importantThe question may arise what the difference is between traditional social networking sites like YouTube and Facebook on one side and commerce-centric sites like Amazon and eBay. The answer is that the distinction is increasingly blurry. SocMed sites are finding ways to monetise and commerce sites are becoming places to hang out.
  • Because we believe it will be helpful to othersBecause it makes us look hip, knowledgeable, connected, up-to-dateBecause it raises our social standing by micro-social capital
  • Follow link on image to the Forrester tool
  • Go througheach of Cialdini’s “drivers of human behaviour”.Explain that these relate to buyer behaviour, but many are being applied to social mediaAsk if anyone knows the application of any of these in practice. Most likely answer: Social proof == “233 users liked this”
  • Because we believe it will be helpful to othersBecause it makes us look hip, knowledgeable, connected, up-to-dateBecause it raises our social standing by micro-social capital
  • Because we believe it will be helpful to othersBecause it makes us look hip, knowledgeable, connected, up-to-dateBecause it raises our social standing by micro-social capital
  • Because we believe it will be helpful to othersBecause it makes us look hip, knowledgeable, connected, up-to-dateBecause it raises our social standing by micro-social capital
  • We recently conducted social media research for a financial services client.Where do you reckon we found conversations about financial planning for retirement?((click through sites – getting progressively unpredictable))Why do you think this is?Because people don’t get together with strangers on finance forums to discuss their finances. They get together with fellow rollerskaters on rollerskate forums and talk about rollerskating – and everything else in life.
  • There are hundreds of discussion boards on Facebook dealing with Lacoste.In this one, people compare how many Lacoste products they own.Mitchell (the bottom post) has over 100 Lacoste shirts, polos, shoes, sweaters, hoodies and so on. To know about him is essential. Shall we make him a brand ambassador? Inofficially he already is one. How can we leverage his enthusiasm for our brand?
  • Because we believe it will be helpful to othersBecause it makes us look hip, knowledgeable, connected, up-to-dateBecause it raises our social standing by micro-social capital
  • If you empower your staff to speak on behalf of the organisation, how do you avoid blunders and potentially damaging situations?You set up Social Media Guidelines for all staff to follow.
  • Because we believe it will be helpful to othersBecause it makes us look hip, knowledgeable, connected, up-to-dateBecause it raises our social standing by micro-social capital
  • Because we believe it will be helpful to othersBecause it makes us look hip, knowledgeable, connected, up-to-dateBecause it raises our social standing by micro-social capital
  • How to get started on your social media strategy

    1. 1. How to get startedon yoursocial media strategy
    2. 2. Tom Voirol
    3. 3. What is social mediamade of?
    4. 4. Social Media in Australia Time per Unique audienceCountry person/week (000) (hh:mm:ss)Australia 9,895 6:52:28United States 142,052 6:09:13United Kingdom 29,129 6:07:54Italy 18,256 6:00:07Spain 19,456 5:30:55Brazil 31,345 4:33:10Germany 28,057 4:11:45France 26,786 4:04:39Switzerland 2,451 3:54:34Japan 46,558 2:50:21 Source: The Nielsen Company
    5. 5. Building blocks of social media Behavioural drivers Social Objects Social Graph
    6. 6. The Social Graph
    7. 7. Multiple social graphs Public Professional Network Colleagues Friends Family
    8. 8. Asymmetrical social connections
    9. 9. Symmetrical social connections
    10. 10. Facebook • Friends Google+ • symmetrical • Friends •Twitter Business contacts LinkedIn • to• PeoplePeople to listen to • Business • All asymmetrical listen to contacts• asymmetrical • symmetrical
    11. 11. Social media platforms
    12. 12. Signed up – now what?
    13. 13. Social Object Theory• People don’t just talk — they talk about something• They don’t just share — they share something• That something can be any object (text, audio, video, representation of a physical object) they perceive to be of value• They share it with others who they believe will also value it
    14. 14. Exercise: What Is The Social Object?
    15. 15. How does it work?
    16. 16. The Forrester Social TechnographicsLadder
    17. 17. Creators, collectors and spectators
    18. 18. Factors influencing persuasionRobert Cialdini “6 weapons of influence” • Scarcity • Commitment/Consistency • Liking • Authority • Reciprocity • Social Proof
    19. 19. Statistics on social proof• 90% of consumers online trust recommendations from people they know; 70% trust opinions of unknown users. (Econsultancy, July 2009)• 81% of respondents said they’d received advice from friends and followers relating to a product purchase through a social site; 74% of those who received such advice found it to be influential in their decision. (Click Z, January 2010)• Consumer reviews are significantly more trusted - nearly 12 times more - than descriptions that come from manufacturers (eMarketer, February 2010)
    20. 20. What changes doessocial media bring?
    21. 21. The Cluetrain Manifesto• ―Consumers‖ are no longer isolated, they converse about you and your products in masses online• These conversations can be positive or negative and there is nothing you can do to prevent them• The people will get their information about products and services from each other, not your marketing materials• People speak human to each other, you speak corporate to them. Learn to speak human (again) or become irrelevant, fast• It is not just your marketing department who is providing the voice and eyes and ears to your organisation, it is everyone who works for you. Let them interact with people
    22. 22. So how do we goabout it?
    23. 23. Social media strategy Listen Respond Drive
    24. 24. Listening
    25. 25. Social media strategy Listen Respond Drive
    26. 26. Why listen? Where? What? Who? • are people meeting • are they talking about • are the influencers gain market intelligence
    27. 27. Where are people meeting?
    28. 28. What are they talking about?
    29. 29. Explore your keywords Travel, flying, holiday, overseas, arrival australia… Virgin Australia, Etihad, Krisflyer, Star Alliance… Outbound travel Jetstar, Qantaslink, Layover Kangaroo Route, Quantas, Jetsar… Multi-sector Flag carrier Qantas
    30. 30. Who are the influencers?
    31. 31. How do you listen?
    32. 32. Social media monitoring toolsusefulness cost
    33. 33. Responding
    34. 34. Social media strategy Listen Respond Drive
    35. 35. Be human
    36. 36. Hugh MacLeod –
    37. 37. Be present
    38. 38. Respond in the same medium
    39. 39. Offer real helpSet your people free
    40. 40. How do you avoid…
    41. 41. Example Social Media Policy:Victorian Department of Justice
    42. 42. Driving
    43. 43. Social media strategy Listen Respond Drive
    44. 44. Driving social media• Make your content shareable• Run campaigns• Blogger outreach• Blog
    45. 45. Blogs
    46. 46. How do we know itworks?
    47. 47. Social media strategyObjectives Listen Respond Drive Measurement
    48. 48. Measurement Framework
    49. 49. How do I sell it to theboss?
    50. 50. “What if they say badthings about us?”
    51. 51. “We can’t be active onsocial media”
    52. 52. Listeningwon’t hurt
    53. 53. “What’s the ROI ofsocial media”
    54. 54. What’s the ROI of your phone system?Of your Email?
    55. 55. Thank youQuestions?
    56. 56. International DigitalCommunications Consultancy200 staff in Sydney, Canberra,Melbourne, Brisbane, Singapore,London, ManchesterOnline strategyUser researchWebsite design & buildSocial media consultingMobile app developmentTom VoirolGlobal Head of User 431 911 073