living social bd hothouse
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July 7 2011 BD Living Social HothouseTRANSCRIPT
“Living Social”7 July 2011
Presented by Peter du Toit, Lisa Breedt & Brian Rea
“Social media gives you the ability to check perception. You’re not speaking at people anymore, you are speaking with them.”
– Brian Solis
Unilever BD Hothouse
“Living Social”
“Social Media”
OWNED(The
chemicals)
PAID(The
Catalyst)
EARNED(The
Reaction)
• Most of us can do This
And this....
OWNED
PAID
EARNED
OWNED
PAID
EARNED
Earned media is definitely the HOLY GRAIL of marketing today
and there is no better channel for earned media than social channels
Part 1
What social media is and what it isn’t
The broadcast model vs. The Social Model
“Social Media is not just direct marketing
parked online”
Amber NaslundBrass Tack Thinking
Part of the trouble is that we rarely distinguish between Social Media,
The “Tools and Tubes”
and Social Media, The Business Philosophy.
And they’re different.
Time
Pre
sen
ce
It’s the slow build of a meaningful “eye level” presence in the hearts and minds of your target audience over time.
“Campaignitis”
More and more marketers use social media as an“Attack and retreat” platform
Time
Pre
sen
ce
Here’s what it shouldlook like...
Campaign might be the ingredient(but NOT the recipe)
Time
Pre
sen
ce
“not only do you have to learn how to dosocial...you have to
learn how to BE social”
Jay Baer
“Social and digital platforms are more
about people than the technology”
David ArmanoVP Edelman DigitalSVP Edelman Digital
VS
The ultimate Digital Face-off?
Who wins?
VS
Long Term view – “Sustained Attack” Shorter horizon = “in and out”“Attack and Retreat”
A way of life – “democratising democracy”Never really ended – just evolved
A campaignClear end date
VS
InspirationParticipation
Built and empowered community by starting a
conversation about change
Nominally a “conversation about shower gel” but actually
more about boosting the ad and groundbreaking use of
media
Entertainment
Verdict
2 Very different approaches to the use of digital and social platforms
One more about a slow build to conversation and participation –
Prioritised People over technology
Focussed on squeezing out more attention for an award winning commercial
The other was a triumph of technology
But it left the shower gel conversation “high and dry”
Conclusion
Yes of course digital and social platforms can be used as another
campaign channel
Conclusion
But the real power lies in their ability to build and converse with communities, to co-
create value with people over time
Part 2
There needs to be a real appetite for social media because it’s so different
“Once upon a time, customer contact was centralized around the switchboard, and the phone was the preferred method for communication between companies and customers. When it rang, you answered, because it was likely a customer or a potential customer on the other end of the line. Now, the calls are coming through online, via the social phone.”
“Even the companies that are starting to come around to thinking, ‘oh maybe we should do some social stuff’, I still think a lot of them are only thinking about it on a surface layer, It’s like ‘OK, I have my product, maybe I’ll add two or three social features and we’ll check that box’, That’s not what social is.“ You have to design it in from the ground up, Zynga and Quora are two companies doing this correctly. “They’ve designed their whole product around the idea that your friends will be here with you,” he says.
— Mark Zuckerberg, CEO Facebook
“Social Media isn’t just another channel, but a whole new environment, where the rules of engagement are different. “
Do you REALLY have a product worth giving to the man with the mic!
It’s counterintuitive
What can we sell you? Pitching Products
How can we help you?Boosting people
A whole new approach to what passes for content
Without a well defined content strategy, you’ll just look like every
other brand
Two Requirements
Social Idea
Conversation Strategy
#1Social Idea
A distillation of WHAT we are going to talk about with our community
#2Conversation Strategy
How we are going to LAND that content in a manner than initiates
dialogue
Godin’s Three Way Test
AnticipatedPersonalRelevant
A picture from publishing
Has a certain reader in mind
Has a circulation target
“as good as the last edition”
Very “real time” element to publishing
The need to listen, provoke, nurture and where necessary,
course correct
Editor in Chief/Publisher
The “face” of the mag
Owns the business outcome
Reader Advocate
Owns the “secret formula”
Recruits and source content creators to achieve objectives
The Writer/Content Creator
The “expert” in her field
A thought leader
Keeps abreast of trends and other thought leaders
Informs and provokes thinking – and remains accountable for
her content
The reader
Absorbs and processes content
Magazine makes her a “thought leader’ in her circle
May respond with letters to the editor
The Brand and its
“stewards”
The frontline and back line team
Followers“the tribe”
A closing thought
Harvard Business Review• “Gonzo marketing”
– “marketing as stunt, spectacle, and titillation”
• What you should seek, rather than just "free" or "cheap" attention is the greatest return on attention
• meaningful stuff, builds lasting engagement, trust, affection, devotion, inspiration, deeper connection —
– and maybe, just maybe, begin to approach delight, joy, amazement, and happiness.
Nowhere is any of this more obvious than in Armano’s Social Media
Manifesto
1
We will no longer view you as “consumers”. Instead, you are co-
creators, participants, and advocates
2
We will actively listen, and participate authentically because we
know you demand nothing less
3
We will meet you on your terms, not ours
4
We provide value, not noise
5
We will focus on your needs vs. our messages
6
We will build relationships that connect us in ways where we all
benefit
7
We will act ethically and transparently, because it’s no longer
a choice
8
We will respond to changes quickly—we will adapt
9
We will move forward with you, not without you, because you are our
future
10
We will extend every respect to members of our tribe, protecting their dignity even when they are giving us a
hard time…
Part 3
Up-skilling for social
The practical side
“A new mindset and skill-set is needed to participate in the digital landscape.”
Social Media Strategy Components
ObjectivesInternal
Collaborative Communication
Listening Room
People Socialgraphics
ToolsSocial Media Etiquette
Content/Conversation
Strategy
SM Policies & Guidelines
Embassy Setup & Technical Education
1) Objectives
2) Internal Collaborative Communication
Become a digital native. Be comfortable with and plugged into the social media and digital environment.
3) Listening Room
4) People Social-Graphics
Determine the online behaviour of your target audience
The Internet itself was an inherently social idea
Only now it’s gotten more social
The Internet as a Functional ToolEngagement, Involvement, Consumption Low
E Mail
Looking to create a personal space onlineEngagement and consumption low – Involvement High
Social and E mail
Internet is important for me to establish and maintain relationshipsEngagement and Consumption high – Involvement low
Social and E mail
I use the internet to gain knowledge, information – to educate myselfMedium Engagement and Consumption – Low involvement
Social, e-mail and browsing
I just love talking and expressing myselfHigh Engagement , Consumption and involvement
Social, knowledge, news, interest, multi media, gaming
The internet is an integral part of my lifeHigh Engagement , Consumption and involvement
Social, knowledge, news, interest, multi media, gaming, browsing etc
Best we understand into whichtypology our consumer falls!
Also, which typologies are going to help build and influence in their own
right
5) Tools
6) Social Media Etiquette
7) Content/Conversation Strategy
image: lastquest
8) SM Policies & Guidelines
9) Embassy Setup & Technical Education
Joining existing conversations
Starting conversations
Developing a strategy based on what you’ve heard
Understanding what you hear
Listen
Internal Communication -what is your company DNA?
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