creating an effective social media strategy
TRANSCRIPT
CREATING AN EFFECTIVE
SOCIAL MEDIA STRATEGYSOCIAL MEDIA STRATEGY
TJ Tee
Interactive Marketing Manager
Integricity Corporation
BY THE END OF THIS SESSION
Why marketing is flawed
Rethinking Web presence
1
2
How social media changes things
A structured approach to social media strategy
Key success (and failure) factors
3
4
5
SOCIAL NETWORKS
SOCIAL BOOKMARKING
NEWS/CONTENT SHARING
COLLABORATIVE KNOWLEDGEBASE
MICROBLOGGING
RATINGS & REVIEWS
IMAGE & VIDEO SHARING
RELATIONSHIPS IT ENABLES
PEOPLE & THE
CHALLENGED
HOW MARKETING WORKS
• $450 billion spent on ads (2007)
• Advertising thrives on repetition
• 2 measures:• 2 measures:
Reach = # people screamed at
Frequency =
# times one hears the shout
THE MARKETING FUNNEL
THE PROBLEM WITH MARKETING
Marketers are used to shoutingMarketers are used to shoutingand listening for the echo
THE PROBLEM WITH MARKETING
The Web requires them to talk, and they don’t know how to
IN TRYING TIMES LIKETHESE, WE CANNOTAFFORD TO CONTINUEMARKETING THE WAYMARKETING THE WAY
WE KNOW HOW.PEOPLE JUST AREN’TLISTENING ANYMORE.
HOW SOCIAL MEDIA CHANGES THINGS
Retail
• Amazon has thousands of product ratings and reviews, unlimited shelf space
DistributionDistribution
• Last.fm lets people listen to music for free, recommends songs based on preferences
Product innovation
• Starbucks listens to feedback from fans and incorporates suggestions into its business
HOW SOCIAL MEDIA CHANGES THINGS
Travel
• People trust what strangers have to say about a destination or a hotel on TripAdvisor
NewsNews
• People vote for news they think is most relevant on Digg
Technical support
• Experts help out each other solve problems on numerous forums
A collection of A collection of A collection of
artificial branding
and pro-corporate
content
A collection of
artificial branding
and pro-corporate
content
IRRELEVANT?
1. Corporate website
2. Blog
3. Phone review website
4. Tech review website
6. Corporate website
5. Tech review website
7. Mobile news/review website
8. Gadget review website
10. Tech review website
9. Mobile news/review website
STATISTICS
62% of users clicked on a result on Page 1
90% of people who bought something clicked a link on Page 1
41% of users performed a new search if they didn’t find what they want on Page 1find what they want on Page 1
People will (at most) go up to Page 3 before giving up
1 in 3 users associated companies listed in top search results with top brands
iProspect & Jupiter Research
(Search Engine User Behavior Study)
FORGET EVERYTHING YOU KNOW
Your brand
• It’s what your customers say it is
Web presence
• It lives outside your website• It lives outside your website
Media
• People don’t trust corporations. People trust people.
• The consumer IS THE MEDIA
100 PEOPLE
CAUTION: TROUBLE AHEAD
1. Conversations are happening outside your realm of control
2. People are discussing, complaining, spreading false information about your spreading false information about your brand
3. No amount of advertising is going to change the way things are
HOW IT AFFECTS YOU
1. You may see it as a huge threat
2. You will lose control, whether or not you’re part of it
3. You want to get involved and talk but you 3. You want to get involved and talk but you don’t know where to start
THE PEE OUTOF THE SWIMMING
POOL
6,000,000VIEWS IN THE FIRST WEEK
20 PERCENT INCREASE IN
BLENDER SALES2077
VIDEOS (BLENDTEC GETS
PEOPLE TO SUGGEST NEW
THINGS TO BLEND)
THEM
1. #1 pitfall – Choosing a technology first
2. Technologies change rapidly, and they’re not the point. The forces at work are
3. We need to know how to deal with these
BUT WAIT!
3. We need to know how to deal with these forces
4. Mastering the social Web – focus on relationships, not technologies
1. People creating – blogs, UGC, podcasts
2. People connecting – social networks, virtual worlds
3. People collaborating – wikis, open source
THE FORCES AT WORK
3. People collaborating – wikis, open source
4. People reacting to each other – forums, ratings & reviews
5. People organizing content – tags
6. Accelerating consumption – RSS, widgets
POST1
22
3
4
DEFININGOBJECTIVESOBJECTIVES
The measure of which you
define what a goal means
• Sale
Factors to consider
• Tell, don’t sell
CONVERSIONS: WHAT & HOW?
• Lead
• View
• Share
• Download
• Sign-up
• Conversions don’t always happen right away
• Previous experience affects future likelihood
• People don’t navigate in a linear fashion, don’t herd them
DIRECT MEASURES & HALO EFFECT
1 Instant messenger
2 Mobile
3 Microblogging1 Instant messenger
4 Virtual worlds
5 Social networks
6 Mash-ups
CONVERSATIONCONVERSATIONECOSYSTEM
CONVERSATION
SUCCESSSUCCESSFACTORS
3 KEY FACTORS FOR CONVERSATION
Visibility
• How easy it is for people to find your brand online
EngagementEngagement
• How relevant and connected your brand is
Trust
• How trustworthy your brand is in delivering its value proposition
HOW TO FAIL
1. Focus on the tools and technologies first
2. Shout, not talk. Neglect developing a conversation strategy
3. Be ignorant about what you want to achieve 3. Be ignorant about what you want to achieve by engaging the social Web
4. Be clueless about what your brand means to people
5. Neglect the people
CREATING ASTRATEGYSTRATEGY
HOW TO GET STARTED
1. Identify and understand your audience
2. Define clear objectives, measurable goals
3. Connect and create value
4. Reward participation4. Reward participation
5. Grow
TIPS FOR SUCCESS
1. Never forget that the social media is about person-to-person activity
2. Be a good listener
3. Be patient3. Be patient
4. Be opportunistic
5. Be flexible
6. Be collaborative
7. Be humble
A CHALLENGE
1. Embrace your customers’ suggestions into your own development and process strengths
2. Listen and act on these suggestions to 2. Listen and act on these suggestions to accelerate innovation
3. Start a conversation with them to understand and exploit their knowledge
IN THE COMING YEARSWE WILL NEED TODEPEND ON THE
PEOPLE WHO MATTERDEPEND ON THE
PEOPLE WHO MATTERMOST TO US:
OUR CUSTOMERS
KEY TAKEAWAYS
1. Marketing needs to evolve, we need to change. Participation is the start
2. People don’t trust companies, people trust people. The people is the mediapeople. The people is the media
3. Key to conversion: Conversation
4. Success factors: Visibility, Engagement Trust
5. Technology is not the first thing to consider. Remember the POST method
FOLKS!
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