you don't need a social media strategy

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YOU DON T NEED A SOCIAL MEDIA STRATEGY ERIC WEAVER • @WEAVE • #140CONF LA

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YOU DON T NEED A SOCIAL MEDIA STRATEGYERIC WEAVER • @WEAVE • #140CONF LA

Hi, my name is Eric and I am an advertiser. (“Hi,

Eric.”)

I love this business. I really do. I freaking love it.

Well — maybe not some intrusive ad techniques. But

I love the craft – the wonderful, Madmenny

creative craft of advertising.

Probably because, back when I was a kid in the 1960s, I used to love the

show Bewitched. Besides my crush on Elizabeth Montgomery, I loved that ad execs Larry Tate and Darren Stephens

used art, clever copy, acting, photography and sometimes even

magic to persuade, educate and sell.

And at the end of every meeting, they had BOURBON! AWESOME!

“Mommy, that s the job I want!!”

I m also old enough to have been online since 1977 - before the dawn of the social web. This is my blog, which back in 1995 we called a “Personal Web Site.” That s me, 15 years and, oh, 30

pounds ago, sharing photos, opinions and helpful tips. And on my site, people could stop by and leave their names and comments

on something we called a “Guest Book.”

The web WAS social, and it was a place free of advertising.

150 YEARS OF INERTIA

Advertisers saw an opportunity to reach

people in social venues, and initially

approached them the same way they

approached everything else: with

a publishing mindset.

And why not? Our profession has 150

years of inertia behind it. We re still paid and rewarded

based on our ability to persuade, educate

and sell.

This publishing mindset created a massive

backlash from social media gurus, social media ninjas, jedi masters, senseis,

rockstars — 16,000 self-proclaimed gurus as of last year, just on Twitter.

They ve largely scolded business owners and

marketers with dismissive statements like these, i.e., “new is good, old is stupid.”

Many of them talk about marketing yet have NO marketing experience whatsoever. #ironic

“Join the conversation!”

“Advertisers only think in

terms of campaigns.”

“Marketers need training pants!”

“It s about a dialogue!”

THE LATEST SCOLDING: “YOU NEED A SOCIAL MEDIA STRATEGY!”

WE DON T NEED NO STEENKEENGSOCIAL MEDIA STRATEGY

THAT S LIKE A CELL PHONE STRATEGY.

OR A FREEWAY STRATEGY.

THAT S A FOCUS ON THE TOOL,

RATHER THAN THE BUSINESS OBJECTIVE.

BOTH MARKETERS & “GURUS” HAVE TO STOP PLANNING SOCIAL MEDIA IN A VACUUM,

INDEPENDENTLY OF TRADITIONAL MARKETING PROGRAMS,

LIKE SOME KIND OF BOLT-ON PUBLISHING PLATFORM,

BECAUSE THATREDUCES ITS POWAH.

BOTH TRADITIONAL AND SOCIAL HAVE THE SAME END GOALS…

INTERACT. SHARE. GET OFF YOUR ASS.

We want people to

interact with our content. To share it

with friends. To get up and take

action, to DO something.

IN OTHER WORDS: ENGAGEMENT. INFLUENCE. ACTIVATION.

Activation is a greater CREATIVE CHALLENGE

ACTIVATE INFLUENCE ENGAGE PUBLISH LISTEN STUDY

It’s also a greater REVENUE OPPORTUNITY

MARKETERS MUST BREAK OUT OF THE PUBLISHING MINDSET

STEP 1:Study the

competition, the tools & the trends.

STEP 2:Listen for what

your market wants to hear.

STEP 3:NOW you

can publish the right content,

cost-effectively.

STEP 4: We don t just

want eyeballs and reach.

Content should be engaging,

interactive.

STEP 5: Even better if we can inspire faving, sharing, liking,

fanning, forwarding.

STEP 6: Our ultimate goal is activation:

advocacy, loyalty,

preference.

Marketers often stop at the Publishing step, and frequently leave out Study

and even Listen. How much more could we accomplish if aimed beyond?

THERE HAS TO BE A IDEA THAT MOVES YOU.

TO ACHIEVE ACTIVATION, NO MATTER WHAT THE MEDIA,

DECISION-MAKING IS 95% EMOTIONAL, 5% RATIONAL.

Research done by Nobel Laureate Daniel

Kahneman shows that we have two systems for

making decisions: rational processing & emotional processing.

The problem is that emotions are easy to

process rapidly, and on parallel paths. Emotions

are effortless.

But rational thinking is single-threaded, takes effort, and is slow to

process. So guess what? 95% of our decision making is based on

emotions!flickr.com/photos/myklroventine

CREATE AN IDEA TO EMOTIONALLY MOVE PEOPLE …OVER RICE?UNILEVER CPG PRODUCT WITH A VERY RATIONAL HEALTH BENEFIT

SIDEKICKS MARKET SHARE WAS DECLINING DUE TO INCREASED COMPETITION AND A PERCEIVED HIGH SALT CONTENT

COULD 25% LESS SODIUM BE ANY LESS INTERESTING?

ENTER SALTY: A CREATIVE HOOK WITH STRONG EMOTIONAL & SOCIAL APPEAL

WE STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST

AND THEN TOOK SALTY TO PRINT, DIRECT, ONLINE AND RETAIL

In addition to the traditional media, our

DDB social media team came up with a plan to

give Salty a social media stage for his life after

being snubbed.

We engaged with people directly through various social channels in the

“voice” of Salty, to raise brand awareness and

engage users, influence behavior and activate

them to create content.

ENGAGEMENT.

Our team posted photos of Salty and Pep on

hikes and in unexpected places. People

immediately began engaging with Salty and

Pep online.

We also created three film-quality spots for YouTube distribution only, which continued the story of

Salty s Life away from the dinner table.

Poor little Salty couldn t catch a break anywhere. This let us continue the story after the original

broadcast campaign concluded and was pulled.

Our Radar DDB team even had Salty and Pep

showing up in unexpected places like

creepy webcam site ChatRoulette. Instead of

some shirtless dude with a chinstrap, people

connected with a salt and pepper shaker.

Surprise!

INFLUENCE.

Immediately, Salty came to the attention of both the

traditional press (Creativity, Communication Arts,

Strategy, Financial Post) as well as numerous bloggers, who talked about how Salty corresponded with them, in this case, with a link to his

dating adventures.

Let s see how that went.

The response has been incredible.

We ve inspired and incented people to create and submit

their own content…receiving responses

like this.

Some who acquired the shakers shot and uploaded their own YouTube videos —

some with thousands of views.

ACTIVATION.

People staged their own photo shoots

and posted to Salty s Facebook channel.

Some people even took time out of their busy days to create pasta art.

Pasta art around a brand icon. Think about that.

SO DID IT WORK? OUR RESULTS FOR KNORR

6000 FACEBOOK FANS – 1 MONTH

375,000 VIDEO IMPRESSIONS IN FIRST 30 DAYS; TOTAL MEDIA COST: $0

20,000 SALTY & PEP SHAKERS SOLD OUT IN FIRST 25 DAYS

HIGHEST WEBSITE TRAFFIC EVER

UNIT SALES ROSE BY 24% OVER PREVIOUS YEAR

SIDEKICKS SURPASSED UNCLE BEN S AS #1 BRAND IN THE CATEGORY

WHAT RESULTS WOULD WE HAVE SEEN IF WE D ONLY PLANNED SOME SOCIAL MEDIA TACTICS?

OR JUST A COMMERCIAL?

AND WHAT IF WE HAD NO EMOTIONAL HOOK?

SO, NO, YOU DON T NEED A SOCIAL MEDIA STRATEGY.

YOU NEED AN ENGAGEMENT STRATEGY. AN INFLUENCE STRATEGY. OR AN ACTIVATION STRATEGY.

WHATEVER THE MEDIA.

AN EMOTIONALLY APPEALING IDEA + A MEDIA-AGNOSTIC APPROACH = ENGAGEMENT, INFLUENCE AND ACTIVATION ACROSS ALL MEDIA

LET S STOP TALKING ABOUT THE TOOL AND START TALKING END BUSINESS GOALS

SOCIAL MEDIA PROPONENTS:

USE TRADITIONAL TO START AND/OR SUPERCHARGE A SOCIAL CONVERSATION

USE SOCIAL TO REVERBERATE AND AMPLIFY THAT MARKET IMPACT WHEN TRADITIONAL IS OFF-AIR

MARKETERS:

BECAUSE A STRONG IDEA WITH EMOTIONAL APPEAL, INTEGRATED ACROSS ALL MEDIA, WILL MOVE THE NEEDLE.

AND THAT, MY FRIENDS, IS A GOOD STRATEGY.

DDB CANADA CREATES ACTIVATION.

I m employed by DDB Canada, which has been named Strategy Magazine s Agency of the Year – 5 of last 10 years – that s hot.

Our Vancouver office includes 20 full-time social media moderators, cultivators and specialists.

Our specialties: TRADITIONAL. DIGITAL. MOBILE. SOCIAL. USER-GENERATED. AND STUNTS.

SALTY CRIES WHEN YOU WORK WITH OTHER AGENCIES.Dont be mean. Call us instead.

Eric Weaver, DDB Canada+1 604 640 4350

Engagement, influence & activation can be found at ddbcanada.com