aaacvb social media workshop 201
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SOCIAL MEDIA WORKSHOPSOCIAL MEDIA WORKSHOP
Session 2“Socially Aware”
06.10.09
Session 2“Socially Aware”
06.10.09
Your PresentersYour PresentersBen Isenberg
Lane Douglas
Ben Isenberg
Lane Douglas
PreliminariesPreliminariesEntire slideshow available as a PDF download on SlideShare.com following this seminar.
Details will be provided at the end.
Entire slideshow available as a PDF download on SlideShare.com following this seminar.
Details will be provided at the end.
Today’s AgendaToday’s Agenda
Social Workshop Series Timeline
Review of Key Elements of Last Session
Listening in the Social World
Developing a Social Strategy
Tools and Tips
Look Forward - Socially Active
Social Workshop Series Timeline
Review of Key Elements of Last Session
Listening in the Social World
Developing a Social Strategy
Tools and Tips
Look Forward - Socially Active
Social WorkshopSeries Timeline
Social WorkshopSeries Timeline
SociallySociallyAwkwardAwkward05.13.0905.13.09
SociallySociallyAwkwardAwkward05.13.0905.13.09
SociallySociallyAwareAware
06.10.0906.10.09
SociallySociallyAwareAware
06.10.0906.10.09
SociallySociallyActiveActive
07.08.0907.08.09
SociallySociallyActiveActive
07.08.0907.08.09
“Collect All 3”“Collect All 3”
Today’s workshop is the second of 3 over the next couple of months.
The workshops build upon one another.
Today’s workshop is the second of 3 over the next couple of months.
The workshops build upon one another.
First Session Review
First Session Review
So, do you think you can “lock up” your brand?
So, do you think you can “lock up” your brand?
A Brand Built on Security
A Brand Built on Security
kryptonitelock.comkryptonitelock.com
Overwhelming!Overwhelming!
A little cleanup...A little cleanup...
Social CategoriesSocial Categories
“There’s a plane in the
Hudson. I’m on the ferry going to pick up the
people. Crazy.”
“There’s a plane in the
Hudson. I’m on the ferry going to pick up the
people. Crazy.”
SPEED OF COMMUNICATION
SPEED OF COMMUNICATION
Listening in the Social World
Listening in the Social World
Dude It’s a DellDude It’s a Dell
Dude, Do You Really Want a Dell!
Dude, Do You Really Want a Dell!
QuickTime™ and a decompressor
are needed to see this picture.
Let the Parodies Begin
Let the Parodies Begin
Then the Blogs HitThen the Blogs Hit
Dell Responds Dell Responds
Michael Dell returned to run the company after three years
Quality improved
And most importantly, Dell began participating with bloggers and social media experts
Michael Dell returned to run the company after three years
Quality improved
And most importantly, Dell began participating with bloggers and social media experts
Source: www.NowIsGone.comSource: www.NowIsGone.com
Dell’s Social Strategy
Dell’s Social Strategy
Listening: Brand Monitoring
Blogging: Direct2Dell
Crowdsourcing: Ideastorm
Microblogging: 22 Corporate Accounts on Twitter
Virtual Worlds: Second Life island
Listening: Brand Monitoring
Blogging: Direct2Dell
Crowdsourcing: Ideastorm
Microblogging: 22 Corporate Accounts on Twitter
Virtual Worlds: Second Life island
Source: www.NowIsGone.comSource: www.NowIsGone.com
Brand Monitoring Brand Monitoring
Source: Forrester Wave™: Listening PlatformsSource: Forrester Wave™: Listening Platforms
DirectoDellDirectoDell
IdeaStorm IdeaStorm
Twitter AccountsTwitter Accounts
Second LifeSecond Life
Grounded in Statistics
Grounded in Statistics
At start of program, 49% of blog posts were negative. Today, overall tonality is 22% negative.
Direct2Dell currently ranked about 700 on Technorati, among the highest corporate blogs.
Direct2Dell gets more than 5 million unique views per month
Over 7000 ideas have been submitted via IdeaStorm
Studio Dell is gets more than 200,000 views per month
At start of program, 49% of blog posts were negative. Today, overall tonality is 22% negative.
Direct2Dell currently ranked about 700 on Technorati, among the highest corporate blogs.
Direct2Dell gets more than 5 million unique views per month
Over 7000 ideas have been submitted via IdeaStorm
Studio Dell is gets more than 200,000 views per month
And How the Press has Turned
And How the Press has Turned
Source: Business WeekSource: Business Week
Develop a Social Strategy
Develop a Social Strategy
What is a Brand Community?
What is a Brand Community?
Direct Marketing - Consumer Database?
Does not link the community
Social Media Platforms?
A tool to help unite the community
Viral User Generated Campaigns
Short term, objective focused effort
Direct Marketing - Consumer Database?
Does not link the community
Social Media Platforms?
A tool to help unite the community
Viral User Generated Campaigns
Short term, objective focused effort
Brand CommunityBrand CommunityA group of people with a set of shared interests attached to a company/brand/product/idea, having the intention to improve its business operations for themselves and/or the brand’s benefit.
A group of people with a set of shared interests attached to a company/brand/product/idea, having the intention to improve its business operations for themselves and/or the brand’s benefit.
Source: Agent WildfireSource: Agent Wildfire
Community GoalsCommunity Goals Connect the brand with the consumers
Establish a consumer based community
Connect the brand community members
Connect the brand with the consumers
Establish a consumer based community
Connect the brand community members
Hired MotiveQuest to monitor online buzz.
Discovered Mini-owners were 4 times more likely to talk online than any other auto brand. (w/exception of Volkswagen Jetta.)
Mini-owners were sharing pictures and stories and saw themselves as an exclusive club.
Mini chose to focus marketing towards current owners and NOT prospective buyers.
Goal was to use word-of-mouth, and not other conventional means to market the car.
J.D. Power & Associates (2006) showed that Mini outranked every other manufacturer in owner’s likelihood to recommend their car to others.
2100 photos posted on Flickr, and over 3,000 owners came to Mini sponsored events. Sold 38,000 Mini-Coopers that year.
Hired MotiveQuest to monitor online buzz.
Discovered Mini-owners were 4 times more likely to talk online than any other auto brand. (w/exception of Volkswagen Jetta.)
Mini-owners were sharing pictures and stories and saw themselves as an exclusive club.
Mini chose to focus marketing towards current owners and NOT prospective buyers.
Goal was to use word-of-mouth, and not other conventional means to market the car.
J.D. Power & Associates (2006) showed that Mini outranked every other manufacturer in owner’s likelihood to recommend their car to others.
2100 photos posted on Flickr, and over 3,000 owners came to Mini sponsored events. Sold 38,000 Mini-Coopers that year.
Mini-CooperMini-Cooper
The SocialTechnographicsLadder
The SocialTechnographicsLadder
The SocialTechnographicsProfile
The SocialTechnographicsProfile
Toys-R-Usand L.L. Bean
Toys-R-Usand L.L. Bean
http://www.forrester.com/Groundswell/profile_tool.htmlhttp://www.forrester.com/Groundswell/profile_tool.html
Identify the Benefits
Identify the Benefits
Increase Traffic & Conversions
Enhance Brand Loyalty
Improved Insight and Feedback
Public Relations Management
Viral Marketing through the Community
Feed the Online Conversation
Increase Traffic & Conversions
Enhance Brand Loyalty
Improved Insight and Feedback
Public Relations Management
Viral Marketing through the Community
Feed the Online Conversation
Organizational Audit
Organizational AuditDoes your firm have the passion for this?
Do your customers want this?
Do you want to truly listen/capitalize on your community’s/customer’s input?
Do you have the manpower and resources to support the effort?
Does your organization provide a consistent effort throughout the customer experience?
Can you make a large enough commitment to see the returns?
What areas of community input could you most benefit from?
Does your firm have the passion for this?
Do your customers want this?
Do you want to truly listen/capitalize on your community’s/customer’s input?
Do you have the manpower and resources to support the effort?
Does your organization provide a consistent effort throughout the customer experience?
Can you make a large enough commitment to see the returns?
What areas of community input could you most benefit from? Source: Agent WildfireSource: Agent Wildfire
QuickTime™ and aMPEG-4 Video decompressor
are needed to see this picture.
Chevy Tahoe AdChevy Tahoe Ad
Community Manager
Community Manager
Community management = building relationships with people
Gives a human face to the company, lets people know there are real people behind the brand.
Gives people a direct point of contact within the company for questions, problems, or feedback.
Community management = building relationships with people
Gives a human face to the company, lets people know there are real people behind the brand.
Gives people a direct point of contact within the company for questions, problems, or feedback.
What Skills Are Needed?
What Skills Are Needed?
Dedication and persistence
Clear understanding of the brand
A connection with the brand community
Self motivation and a willingness to try new ideas
Project management & multitasking skills
Strong written skills
Ability to create new content (copy, imagery, messaging, etc).
Experience with social media & online platforms
Dedication and persistence
Clear understanding of the brand
A connection with the brand community
Self motivation and a willingness to try new ideas
Project management & multitasking skills
Strong written skills
Ability to create new content (copy, imagery, messaging, etc).
Experience with social media & online platforms
What Kind of Person
What Kind of Person
Can’t be a control freak
Outgoing personality
Sense of humor
Sociable
Ability to start conversations and encourage people to join the conversation.
Can’t be a control freak
Outgoing personality
Sense of humor
Sociable
Ability to start conversations and encourage people to join the conversation.
TextText
ConversionsConversions
Success MetricsSuccess Metrics Empower the listening ability of our organization to our community’s needs and desires.
Build an awareness of our organization through non-marketing efforts, measured by favorable or at least non-negative mentions on other blogs, forums, and in Twitter.
Deliver a blog and/or media platform that’s useful to the community at large, and that grows in number of subscribers as well as engaged commenters.
Empower the listening ability of our organization to our community’s needs and desires.
Build an awareness of our organization through non-marketing efforts, measured by favorable or at least non-negative mentions on other blogs, forums, and in Twitter.
Deliver a blog and/or media platform that’s useful to the community at large, and that grows in number of subscribers as well as engaged commenters.
The Marketing Funnel
The Marketing Funnel
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EyeballsEyeballs BuyersBuyers
Hewlett-PackardHewlett-PackardHundreds of products, tons of software and billions of dollars in services.
Wanted to help the consumer make the intelligent choice in selecting the right product for their needs.
50 corporate executives across the various divisions started company-sponsored blogs.
Exec over printer division posted a blog piece on which HP printers were “Vista-Ready.”
Other bloggers, rather than writing their own reviews, simply linked to the HP blog since it came from the “experts.”
Blog rose to #1 ranking on Google for the search “HP printers Vista.”
Hundreds of products, tons of software and billions of dollars in services.
Wanted to help the consumer make the intelligent choice in selecting the right product for their needs.
50 corporate executives across the various divisions started company-sponsored blogs.
Exec over printer division posted a blog piece on which HP printers were “Vista-Ready.”
Other bloggers, rather than writing their own reviews, simply linked to the HP blog since it came from the “experts.”
Blog rose to #1 ranking on Google for the search “HP printers Vista.”
QuickTime™ and aMPEG-4 Video decompressor
are needed to see this picture.
Most Embarrassing Moment
Most Embarrassing Moment
Twitter = Ask the Audience
Twitter = Ask the Audience
Twitter Makes the Sale
Twitter Makes the Sale
“The online world, or what we call the
internet, is first and foremost about information.”
“The online world, or what we call the
internet, is first and foremost about information.”Jakob NielsenJakob Nielsen
Nielsen-Norman Groupuseit.com
Nielsen-Norman Groupuseit.com
Web 1.0Web 1.0 Web 2.0Web 2.0 Web 2.5Web 2.5
“There’s a plane in the
Hudson. I’m on the ferry going to pick up the
people. Crazy.”
“There’s a plane in the
Hudson. I’m on the ferry going to pick up the
people. Crazy.”
SPEED OF COMMUNICATION
SPEED OF COMMUNICATION
The Twitter CloudThe Twitter Cloud
Air France disaster looms large.
Air France disaster looms large.
What I learned long beforeCNN reported it.
What I learned long beforeCNN reported it.
AirFrance plane disappeared from radar over Atlantic Ocean.
Debris field found NE of Brazil’s coast.
Water depth there ~21,000 ft.
2 Americans on plane.
AirFrance had similar plane with similar route (Buenos Aires to Paris) delayed several days earlier due to bomb threat.
AirFrance plane disappeared from radar over Atlantic Ocean.
Debris field found NE of Brazil’s coast.
Water depth there ~21,000 ft.
2 Americans on plane.
AirFrance had similar plane with similar route (Buenos Aires to Paris) delayed several days earlier due to bomb threat.
Real-Time TrendsReal-Time Trends Popular TodayPopular Today
The speed at which information can be made available will
become an increasingly important factor in brand loyalty.
The speed at which information can be made available will
become an increasingly important factor in brand loyalty.
Where are you eating today?
Where are you eating today?
Tacos via TwitterTacos via Twitter
Tools & TipsTools & Tips
Questions?Questions?
Thank You!
Thank You!
Ben [email protected]: bdisenberg
Lane [email protected]: lanedouglas
Ben [email protected]: bdisenberg
Lane [email protected]: lanedouglas