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Creating the right internal mind-set

Part 1 of “The 3rd Age of Social” eBook GET THE FULL EBOOK

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Set yourself up for success by adopting the correct mind-set

Over the last five years many marketers have played a numbers game. Money & energy have been spent building sizeable Twitter communities. But social media marketers are

now seeing that value isn’t in quantity alone. The Age of Context is here.

Presence is enough •  How do we use Facebook

and Twitter? •  Should we also set up a G

+ profile? •  How can we make our

page more interesting?

Social 1.0

It’s a numbers game •  How many likes and

followers do we have? •  How many times per week

should we post? •  When is the best time to

post our content?

Social 2.0

The Age of Context •  Does my audience match

who I care about? •  Who are my influencers & in

what context? •  How can we engage them

properly?

Social 3.0

Que

stio

ns

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Change needs to be attitudinal and organisational

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Brands can now interact with customers in an unprecedented way but many are still doing it the old way.

Here are some examples of companies getting it right:

Respect the community’s

opinions

•  150,000+ ideas submitted •  277 innovations realised •  40,000 contextual followers

•  Human response •  Aware of followers’ opinions •  Acted quickly

Community through

Collaboration

Starbucks allowed their customers to shape the look and

feel of the coffee chain.

Nissan responded quickly to a potential PR disaster.

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100%

48%

5%

0%

20%

40%

60%

80%

100%

120%

30% of following inactive

50% of following inactive

69% of following inactive

%

Stop counting follower numbers - 100,000 followers mean nothing if they are not active!

We analysed a sample of over 20 companies with large

communities (ranging from 20,000 to 314,000 followers).

Every one of them was followed by at least 30% of users who

were inactive.

The quality of your community is more important than the quantity

of followers you have.

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Treat the people in your community like you would treat someone in “real life”

Case in point Innocent Drinks have perfected the casual relationship, and their

followers love it!

VS

Too many companies see Social Media merely as an opportunity to shout more

adverts at their followers.

Instead, you need to be genuinely

engaging and stimulating to maintain any

customer relationship.

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In many companies, social media was evangelised by people lower down the company’s hierarchy. While this is great, we have now reached a stage where

leadership needs to be involved. Remember, people buy (into) people!

68% of CEOs of Fortune 500 companies still have no social media presence.

If you think personality isn’t important to a brand

think about these leaders – do you recognize them all?

Social media is inherently anti-hierarchical, but requires leadership involvement to flourish

So if you are a leader get yourself on

Twitter!

Advocacy, ideas &

content need to come from everywhere

A lonely ranger can’t represent a

whole company

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If you can engage employees in

debate and info-sharing, chances are your followers

will be equally stimulated!

Use tools like HipChat and Yammer to create a

collaborative space to share ideas and insights.

Input from a leader is vital in creating an authoritative

online persona.

Rotating contributors can give employees ownership

of the brands identity.

Create space for communal contribution: use the minds around you!

Social media is about sharing and your whole office is a fantastic resource for content that you can share with your online community.

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Engaging and interesting brands will

not just create relationships with

followers but also their followers.

Organisation 3: Share and celebrate the Harvest

Get your followers to generate content for you

- everybody wins!

•  Competitions •  Campaigns •  Sharing viral content

Social Media gives you the chance to be

inventive with your marketing.

•  Viral Videos •  Event marketing •  Blogging

Sharing builds the community

Internal

External

Recommendations User generated content

Feedback Branding

Engaging and sharing with consumers is a

great way to get to know what they think of you,

what’s working and what you can improve.

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Contact us

www.peerindex.com | @peerindex | +44 (0) 333 577 7337

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