Living Social BD Hothouse

“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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