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What is Social Media?

Doing Social Media Right Original creation by Marta Strickland, social media strategist for digital marketing agency “Organic Detroit.” social media strategist for Organic Detroit, a digital marketing agency. What is Social Media?.

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What is Social Media?

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  1. Doing Social Media RightOriginal creation by Marta Strickland, social media strategist for digital marketing agency “Organic Detroit.”social media strategist for Organic Detroit, a digital marketing agency

  2. What is Social Media? Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio. But that doesn’t quite do it…

  3. It’s how people engage,participate, and share online…

  4. … the experiences they leave behind

  5. … and the shared meaning they create.

  6. It’s… > 100,000,000 videos on YouTube 4,000,000 articles on Wikipedia 200 M blogs 1 billion tweets on twitter > 200 M people on Facebook each month From Honeymoon to Marriage

  7. Social Media By The Numbers 346,000,000number of people globally who read blogs 700,000,000number of photos added to Facebook monthly 273.1 minutes time on average spent watching online video each month 55%internet users who have uploaded and shared photos 57%internet users who have joined a social network 93% Americans online expect companies to have a social media presence

  8. But It’s Not All Good News… Recent Headlines: Social Media Fatigue. Too much out there? Blogging is Dead, According to Wired.com Forrester Says Consumers Don’t Trust Corporate Blogs Advertisers Face Hurdles on Social Networking Sites P&G marketing chief questions value of Facebook Half of 'social media campaigns' will flop

  9. The Honeymoon Is Over…

  10. Social Media Challenge #1 Companies have to overcome their fear. How do you learn to “let go” Give control back to the consumer Lose the limits imposed by legal Reinvent PR… PR 2.0 But is the risk work the reward?

  11. Social Media Challenge #2 COMMUNICATION This is a different kind of marketing. Stop thinking “campaign” Stop thinking “channel” Beware of Business Week syndrome Objectives need to come first It’s so much more than “marketing” www.ideastorm.com http://mystarbucksidea.force.com/

  12. Social Media Challenge #3 It starts with the community inside. Bringing community to the business silos Socializing success is the key to success Watch out for company ADD End users can tell if your “family” is dysfunctional

  13. Social Media Challenge #4 Social media advocates are over-zealous. It’s not just brands who are challenged The world wide echo chamber Don’t follow the “shiny object” Bring brands in with baby steps Prevent culture shock

  14. Social Media Challenge #5 Consumers are suffering from fatigue. It’s a competition for consumer attention They can afford to be picky Human behavior is complex But phony never flies

  15. Who Is Doing It Right?

  16. Reinventing Customer Service

  17. The Unhappy Customer Comcast’s Nightmare 23,000 subscribersis how many TechCrunch's Michael Arrington told when his Comcast service was down 1.5 million viewersis how many have seen the video a Comcast customer recorded when a service technician fell asleep in his house The customer’s voice has become a powerful weapon…

  18. The Happy Customer Zappos.com / Powered by Service Zappos.com doesn’t sell shoes, they deliver “WOW” through service. The primary sources of the company's rapid growth have been repeat customers and numerous word of mouth recommendations. Free shipping both ways, an always open call center, and 365 day return policy are part of what sets Zappos apart. "Hopefully, 10 years from now, people won't even realize we started out selling shoes." Tony Hsieh (CEO)

  19. How Do You Measure Success? Active Participation: 438 Zappos employees on Twitter Instant Access to Your Customers: 47,104 Followers on of the top Twitter accounts Extending Your Reach: Increased traffic and search volume More Efficient, More Effective:Limit the amount of advertising by focusing on a customer experience that will generate natural word of mouth Increasing the Bottom line:75% of Zappos sales come from repeat customers $840 million in 2007, about $1 billion projected in 2008

  20. Reinventing The Infomercial

  21. Take A Look Around Blendtec Before “Will It Blend” A faceless company with expensive product New marketing director means a set of new eyes A charismatic CEO with some interesting habits “Extreme blending” as a regular occurrence

  22. How Do You Measure Success? Millions of Eyes and Ears: 65 million YouTube views, 120 million WillItBlend.com views Dominate the Search Results: Turn search buzzwords (“Chuck Norris”, “iPhone”) into video traffic More Efficient, More Effective: They’ve received national media coverage (TV appearances, awards) that is equivalent to millions of dollars in advertising Increasing the Bottomline: Total Blender retail sales grew 700% in the past two years Making the World a Better Place:Blendtec auctioned the blended iPhone on Ebay which sold for $1,000 and proceeds were donated to a children’s hospital

  23. Reinventing Public Relations

  24. Change The Conversation The Trouble Ford Was In Consumers don’t trust corporations Trust needs a face and a name Enter the automotive crisis Ford put into an interesting position Can a bad situation be a brand defining moment?

  25. How Do You Measure Success? Get Your Content Out There: Traffic increased 100% in past 4 months to thefordstory.com“Ford Story” CEO YouTube video has received 53,354 views A Strong Leading Man: Scott Monty has 14265 followers on Twitter and conducts almost daily interviews with blogs, news sites, and television Be the Brand Everyone Is Talking About: #12 in AdAge’s most social brands of 2008, next to Disney, Sony, Dell and Apple Owning Your Story, Before It Owns You:Ford effectively changed the conversation around the automotive bailout to position themselves in a different light than the others

  26. What Are The Best Practices?

  27. The Inconvenient Truth There are no best practices. • Every project is a custom fit. • You learn as you go. What are the best practices for a conversation? What about for a relationship? You can read books, attend seminars, but it all comes back to who you are and who they are. There is one best practice to which there is no exception… BE REAL

  28. An Approach to Being Real • You need to act • Accordingly • Transparently • Honestly • To evolve, you must • Always be learning • Always be teaching • Always be improving You need to understand Who they are Who you are What you can handle

  29. How to UNDERSTAND First and foremost, listen Define the problem Match the problem to project objectives Find the community inside your company Understand the community outside

  30. Are you ready to listen

  31. Tools You Can Use Social Media Buzz Monitoring Free Alert Systems Paid Analysis Dashboard Full Service Insights Partners

  32. What Ford Heard… • “If we all bought American, where would the competition and innovation be? Have you seen the junk on wheels they sell? The Big 3 haven't been selling what people want, but the foreign car companies have.” • Why are American cars still so unreliable? • Nobody buys American anymore!! • Six in 10 oppose auto bailout… “I am boycotting all companies that receive bailout money. Join me and ask others. We can make taking bailout money so painful others will not suck the life’s blood out of our children and grandchildren.”

  33. Hello?! I think we have a problem

  34. Define the Problem It all comes down to a problem in communication… • Our customer thinks of us as _____ instead of _____ • People don’t know the facts about our brand • We don’t know what our customers think about us • Our marketing message isn’t resonating with our customers Ford’s big communication problem… • Big faceless corporation • American people against the bail out • Ford lumped in with misinformation and bad press

  35. Determine Your Objectives Social media project objectives must… • Directly solve your communication problems • Have a clear way to benchmark before and after Ford’s objectives… • Put a face forward, humanize the brand • Combat misinformation • Tell your story, get others to tell it for you • Change opinion around the brand

  36. What is your corporate culture

  37. The Community Inside Questions you need to ask… • What is (who owns) our corporate culture? • Who is allowed to talk on behalf of the brand now? • What assets are we or could we be creating? • Events, content extras, internal superstars How they did it… • Blendtec picked up on internal meme and decided to share it with the world wide web • Zappos looked at their core values, commitment to culture, and ways employees were already talking online

  38. Reach out to your followers

  39. The Community Outside Questions you need to ask… • What the types of people exist out there already? • Should we build or join a community? • What does the community need? • Should we support, energize, or embrace them? How they did it… • Blendtec understood the tone people looking for and embraced their requests for content • Zappos continues to find and actively follow people that mention their brand

  40. How to ACT Create a pilot program with core influencers Ignite conversation and engage your audience Don’t forget to share results, content, and plans, be transparent and giving Be a great party host by connecting community members together

  41. Create A Pilot Program Start with creators and influencers. Find renegades and evangelists. Be interesting. How they did it… Microsoft put together Channel 9 to show behind-the-scenes interviews with developers and even executives. On the first day, word of mouth had drawn 100,000 viewers. Half a year later, traffic was up to 1.2 million unique visitors a month.

  42. Find ways to ignite conversation

  43. Engage Your Audience Ignite conversation. Develop community activities. Build a content calendar. Be social. How they did it… Chrysler engages business units on a weekly basis for discussion topics to put up for their Customer Advisory Board and finds executives to participate in online monthly chats.

  44. Don’t Forget to Share Be honest. Be giving. Be transparent, esp. when you are wrong. Let the community own the community. How they did it… When Cork’d was recently hacked, the very first thing Gary Vaynerchuk did was post a video comment on TechCrunch to apologize and inform What not to do… When AMC first found out that fans were Twittering posed as characters from the hit show Mad Men, they asked that the accounts be shut down

  45. Remember to be a great party host

  46. Connect the Community Be a great party host. Encourage member interaction. Drive exploration. How they did it… Mr. Tweet takes a look at which Twitter users you should be following based on your personal interests CCS, the College of Creative Studies, uses Facebook to match potential students to counselors and current students who can answer important questions

  47. How to EVOLVE Empower your advocates through reward and recognition Cross-pollinate and extend into other programs Measure, report, share, and improve Learn what works and what doesn’t

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