a so sticky story
DESCRIPTION
Another cool presentation about why Social Media!TRANSCRIPT
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Social Media: A Story
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Once upon a time, brands were king
Their images were created & activated through one-way [brand consumer] marketing communications
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And then social media exploded
Customers talking about and interacting with brands on their own terms, in real time [customer brand customer]
TWIT-
ZAM!
FACE-
BOOM!
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And everyone flipped the
eff out
TWIT-
ZAM!
FACE-
BOOM!
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Brands were used to having
complete control over
their messages
And then...
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Social media pulled back the curtain
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And things changed
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So brands began exploring new spaces
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Some brands are doing this well
But many are not
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They’re unfamiliar with how to use social & digital media
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And hopping on the wagon without asking where to sit,
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Following a “If you build it, they will come” mentality…
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No, actually … they probably won’t
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How will people find out about it? How will they get there? Will there be beer?
Ergo:
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Define your goals
Locate your target
audience
Listen to what they’re
saying
Know your competitors’
activities
Stay Current Invest in &
create some sweet contet
Implement measurement
tools
Drive to your content
Evaluate
Building a social media strategy Brought to you by: Jackie Prince of So Sticky
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Media is not social
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People Are
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Always consider your passengers first
Digital media are the vehicles for communication and engagement
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Open up. Don’t be afraid to lose control.
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Or without you
The conversation is happening with,
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Where do you fit in?
Get in there and show us your sweet nunchuck skills
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Be: Useful, Relevant, Entertaining
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Marketing with the Stars
Some Case Studies
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Reach out to your customers
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Vitamin Water: Flavor Creator
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• Vitamin Water’s Flavor Creator application leveraged the crowd sourcing function of social media to engage with consumers in a fun way Facebook Page has 1,090,874 (end of Dec ‘09)
• Encouraged users to submit and vote for a new flavor and vitamin combination, as well as package design, with a $5,000 incentive
• A‘buzzmeter’ (an aggregation of Twitter, Foodgawker, Google and Flickr feeds) to monitored which flavour was being spoken about the most
• Ability to share widgets and games and post to profile encouraged pass-along potential
Vitamin Water: Flavor Creator
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Have fun & champion your advocates
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The Marsh: Foursquare “Special Mayor Offer”
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The Marsh: Foursquare “Special Mayor Offer”
• The Marsh Café in San Fransisco spotted a business opportunity on Foursquare, and implemented a “special mayor offer” whereby the mayor of the café drinks for free
• As a result, The Marsh has experienced a surge in demand, and has hired more staff to serve their growing community
• Created a socially competitive atmosphere and loads of subsequent buzz
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Start a movement
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Nike Plus: “The Human Race”
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Nike Plus: The Human Race
• The Human Race is an international movement, uniting all runners (from amateur to professional) in a series of global events
• Different strategies for different markets, but with the same overall enthusiasm and vigor
• Created a community around the brand, encouraging users to support, challenge and share with each other online
• Promotes passion around running and associates the sport with the brand
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Crowdsource
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Starbucks: “My Starbucks Idea”
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Starbucks: My Starbucks Idea
• Starbucks created their own community and invited users to help shape the future of the brand with their ideas
• Submissions are voted on by other customers and the most popular ones are considered by the brand
• The site showcases the ideas that Starbucks has selected [There’s currently 475 pages of submissions, with up to 25 ideas per page…]
• Also leverages Twitter [10,190 followers]
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Be Transparent
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McDonalds: “Make up your own mind”
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McDonalds: Make Up Your Own Mind
• McDonalds was being attacked for suspicion of their restaurants, food and practices
• They created an open online environment and invited people to ask them questions about their organisation
• Enlisted “real people” as Quality Scouts to examine, document and share every aspect of the food process
• Since it launched in 2006, the site has received over 20,600 questions and visitors spend between 4-10 minutes on the site
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Facilitate a conversation
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Best Buy: Twelpforce
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Best Buy: Twelpforce
• Best Buy illustrates their commitment to their customers by building online relationships through forums, blogs, video and Twitter
• Created the “Twelpforce” [@twelpforce] as a customer service engagement platform [currently 16,045 followers]
• Best Buy employees address issues and promotions via Twitter
• TV ads drove to “Twelpforce” instead of the Best Buy site
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Make it easy to share
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Adidas: Star Wars Death Stat Superlaser
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• Adidas Star Wars Death Star application integrates Google Maps and Street View with Facebook Connect, for a personalized experience
• The app locates you (based on the city specified in your Facebook settings) and shoots a laser at you, leaving behind a giant Adidas-shaped hole in your place
• You’re then encouraged to join the Adidas Facebook Fan Page, view their Star Wars collection, and blow up your friends, which encourages a viral pass-along
Adidas: Star Wars Death Star Superlaser
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And they all lived happily ever after…
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[email protected] www.sosticky.co.uk
@sosticky linkedin.com/in/jackieprince
Enjoy the story? Let me know!