catching the tube: putting social media to work
TRANSCRIPT
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[ Catching the tube ]
Putting social media to work
Executive Briefing, December 2010
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> About me
Mal Chia
Digital Media Strategist
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> Today
What is social media?
The social media mix
– Types
– Platforms
Putting it all together
– Principles
Dealing with the big challenges
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> What is social media?
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> Marketing needs a reboot
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> Definition
Social media is the new and emerging technology that empowers people to connect, share and collaborate with each other
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> More than technology
Tools don’t get socially interesting until they are
technologically boring
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> Publishing has been transformed
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> Rise of amateur media
The obstacles to public expression have been removed
We are now in an era of mass amateurizationof publishing
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> Social technographics
Social TechnographicsExplained
http://bit.ly/eFsSSn
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> Markets are conversations
25 billion tweets in 2010
30 billion pieces of content shared each month on Facebook
Average user creates 90 pieces of content each month
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> Return to word of mouth marketing
78% of consumers trust peer recommendations in social media
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> Build trust with your community
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> From networks to nicheworks
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> Emergence of mobile
Time spent on social networks is now greater on mobiles than a PC
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> The social media mix
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> Digital ecosystem
Darren Rowsehttp://bit.ly/dsNiwK
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> Paid, Earned, Owned
Balanced portfolio of social media assets is essential
http://bit.ly/aKrjcF
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> In-site
Comments
Ratings
Wikis
Forums
Integrations
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> Off-site
Blogs
Social networks
Microblogs
Video
Podcasts
Photos
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> Blogs
150m+ blogs and counting
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> Case Study: Dell
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> Social networks are getting bigger
10 million Australians are active on social networks
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> Reasons for becoming a fan
eMarketer“Social fans more likely to buy”
http://bit.ly/c4wBtv
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> Case Study: Coca-Cola
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> Case Study: Starbucks
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> Case Study: Oreo
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> Microblogs
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> Accelerated serendipity
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> Twitter trends 2010
1. Gulf Oil Spill2. FIFA World Cup3. Inception4. Haiti Earthquake5. Vuvuzela6. Apple iPad7. Google Android8. Justin Bieber9. Harry Potter & the Deathly Hallows10. Pulpo Paul
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> Case Study: Zappos
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> Case Study: Comcast
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> Video
2 billion videos a day are watched on YouTube24 hours of video is uploaded every minute
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> Case Study: Will It Blend?
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> Case Study: Old Spice
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> Case Study: Qwoff
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> Other social media
Photo sharing
Podcasts
Wikis
Forums
Location Based Services
Vouchers
What else?
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Let’s take a breather
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> Putting it all together
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> Guiding principles
Listen, listen, listen
Learn from each interaction
If someone asks a question, answer
Become a consistent, valued member of their community
Be authentic
Don’t do it to be followed, but to be worth following
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> Speak in a human voice
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> It requires a team effort
Magda Walczakhttp://bit.ly/D457e
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> Process is the key to success
2. Learn
3. Engage
1. Listen
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> Go further still
Listen Learn Engage Community
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> Social media listening post
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> Monitoring tools
Free Paid
Google Alerts
Social Mention
Twitter Search
Board Reader
Booshaka
Radian6
Buzz Numbers
Dialogix
Nielsen Buzz Metrics
Alterian SM2
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> Filtering the noise
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> Attention dashboards
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> Engage with influencers
Learn about them and talk to them
Empower them to talk about you
(Pay them to talk about you??)
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> Aggregate + syndicate for success
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> Horizontal integration
Social Media
Market Research
Corporate Website
Email Marketing
Search Marketing
SEO Advertising Mobile TV/Radio/Print
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> Content + Distribution
Social media strategy’s missing piece(s)…
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> Great content…
Attracts customers
Educates buyers
Overcomes resistance or addresses objections
Establishes credibility, trust and authority
Tells your story
Builds buzz via social networks
Builds a base of fans and inspire customers to love you
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> Align with business goals
Raise revenue
Increase customer
satisfaction
Lower costs
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> Measuring success
Start with business goals
Number of sales
Leads generated
Website traffic
Customer satisfaction
Comments
Crisis management
Sentiment
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> Social media metrics framework
Stage Metrics Data Sources
Reach Fans/followersPostsUpdate frequency
Social media platform
Engagement CommentsReplies
Web analytics
Action LeadsSalesIssues resolved
Web analyticsCRM toolCall centre
Buzz CommentsMentions
Social analytics platform
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> Exercise: social media metrics
Stage Metrics Data Sources
Reach
Engagement
Action
Buzz
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> Dealing with the big challenges
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> Resistance from internal culture
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> Relinquishing control of your messages
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> Tips for managing your message
1. Design your message to be compelling to a social media audience
2. Make it easy to share
3. Make it easy for others to put their own spin on it
4. Let the community help shape the message
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> Assigning responsibility
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> Opening up to criticism
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> Lack of resources
Start small and don’t overpromise
Set expectations
A little every day is better than lots hardly ever
Outsourcing vs. insourcing
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> Ever-changing technology
Choose the tools that are right for you
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> Dealing with negative feedback
Straight Problems
Constructive Criticism
Merited Attacks
Trolling/Spam
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> Real-time crisis management
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Questions?
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