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BENGALARU, INDIA - February 2, 2011 - My first "why social media" presentation for #SMSIndia benefiting Akshaya Patra Foundation. #feedachild
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BE SEEN, BE FOUND: How social content and conversation can
build trust and drive revenue
ERIC WEAVER VP Digital Strategy • Ant’s Eye View
ANT’S EYE…WHO?
Ant’s Eye View is a management consultancy focused on transforming business by integrating the customer’s voice throughout the value chain.
It is composed of the social media leads from Microsoft, Dell, Intuit, Real Networks, IBM and Lego.
We chose the name Ant’s Eye View because we believe in viewing business from the customers’ perspective – from the ground up.
USE THESE HASHTAGS IN ANY ONLINE CONTENT:
#SMSINDIA #FEEDACHILD
SO WHY ARE WE HERE
TODAY?
http://www.flickr.com/ photos/ashwinkumar/
We need to build awareness.
We need to convert the curious.
We need to increase revenue.
BUT WE’RE FACING MANY HURDLES
No one has the time.
Everyone is distracted.
Trust is harder to come by.
Expectations can often be ridiculous.
OUTLINE
Marketing has changed Consumers have changed and are empowered to connect with one another, bypass you Trust is diminishing in the world Technologies have changed Marketing no longer works and consumers expect more How do you compete, connect, grow in a world full of noise and empowered by Google? You invest in long-term relationships with your consumers You create in-bound marketing and IP that can be found, anywhere. New mindset.
Google Knol, YouTube, blogs, Animoto You build trust
Proof points, testimonials. BlogTalkRadio. Long form, short form. You engage where customers want you to
Branded social presence, ease of being found in social sites, dialogue on other sites. You get them to speak on your behalf
Give them things to talk about, to share. Give them speaking venues. Blogger engagement. CTC. You put their needs first
Provide informational value, tools, deals. Real apps. Geo-marketing. The future?
Smartphones will change India. Augmented reality. Touch interfaces.
7
“MAYBE SOCIAL MEDIA WILL BE THE MAGIC BULLET.”
SO YOU’RE TWEETING. YOU SET UP A FAN PAGE. POSTED SOME VIDEOS ON YOUTUBE.
IF YOU’RE LIKE MANY OTHERS, YOU’RE WONDERING…
NOW WHAT? ?
? AM I DOING THIS RIGHT?
CAN WE GET MORE FANS?
MORE DIALOGUE?
HOW DO I GET MORE ATTENTION?!?
LET’S TAKE A FRESH LOOK AT THE PRACTICE OF MARKETING & PUBLIC COMMUNICATION
MODERN MARKETING WAS BORN IN THE MID 20TH CENTURY
150 YEARS OF “THE OUTBOUND VOICE”
LET’S TELL A STORY
LET’S EVOLVE EVERY NICHE OF MARKETING INTO A SOPHISTICATED FIELD
LET’S FIND NEW WAYS TO INTRUDE, INTERRUPT AND DIVERT
HAS IT WORKED?
MAXWELL HOUSE COFFEE: GOOD TO THE ________ ________
YEH DIL MAANGE _____
MONOLITHIC MESSAGES WORKED WHEN WE HAD:
• Limited product choice
• Limited media channels
• Longer brand interactions
• Higher barriers to entry
BUT NOW…
WHY TRADITIONAL APPROACHES ARE FALTERING
CON
SUM
ER A
BILI
TY T
O PU
BLIS
H
ORIGINAL VERSION: AGENT WILDFIRE
CHANGING PRIORITIES: “HOW IMPORTANT ARE THESE FACTORS TO CORPORATE REPUTATION?”
19
Quality products & services
Attentive to customer needs
Strong financial performance
Fair pricing
A well-known brand
Good employee relations
Socially responsible
Visible CEO
Dialogue with stakeholders
Employee/CEO blogs
53%!
47%!
42%!
38%!
37%!
35%!
33%!
23%!
23%!12%!
Transparent & honest practices
Company I can trust
High-quality products/services
Communicates frequently
Treats employees well
Good corporate citizen
Prices fairly
Innovator
Top leadership
Financial returns
83%!
83%!
79%!
75%!
72%!
64%!
58%!
48%!
47%!
45%!
US 2006 US 2010
EDELMAN TRUST BAROMETER, 2010
SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTING TRUST BETWEEN PEERS.
FLICKR.COM/PHOTOS/POWERBOOKTRANCE
SO IS SOCIAL A FAD, OR IS IT A
PROFOUND GLOBAL CULTURAL SHIFT
NUMBER OF PEOPLE JOINING LINKEDIN DAILY
83,000+
618, 500, 000
ACTIVE USERS ON FACEBOOK
SOURCE: SOCIALBAKERS & FACEBOOK, 1 FEB 2011
5,800,000+ PEOPLE JOIN FACEBOOK EVERY WEEK
2009 POPULATION OF BENGALARU
5,438,000
SOURCE: FACEBOOK
55 NUMBER OF MINUTES THE AVERAGE USER SPENDS EACH DAY ON FACEBOOK
SOURCE: FACEBOOK
50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010
66% PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CONSUMERS SOURCE: MCKINSEY QUARTERLY, JULY 2009
0.19%
6.49%
CLICKTHROUGH RATE FOR AVERAGE BANNER AD
CLICKTHROUGH FOR AVG FACEBOOK WALL POST VITRUE, AUGUST 2009
FORRESTER, 2008
38x
MANY, INCLUDING YOUR BOSS, CAN STILL BE SKEPTICAL
29 PHOTO: FLICKR.COM/PHOTOS/YUGENRO
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
BOOMERS Be proper. Formal looks better. Never block any opportunity. Oversharing is “weak” & “prideful.” Guarded is safe. Your suit & tie = you are trustworthy.
GENS X&Y Grew up with Google, so sharing means being found. Formalities are boring. Would rather do business with the likeminded. Your suit & tie = untrustworthy.
RIGHT NOW THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
SO HOW CAN I REACH MORE PEOPLE?
BOOMERS’ PERSPECTIVE: “BE SEEN, BE HEARD”
MILLENNIALS’ PERSPECTIVE: “BE SEEN, BE FOUND”
1. CONTENT THAT BUILDS TRUST
• Proof points
• Testimonials
• Inside looks
• Employee perspective
• Management relations pieces
• External voices, expert interviews (video or text)
• Yelp, visitor rankings, featured quotes
• Webcams, blog posts, factory tours
• Employee vignettes on YouTube
• CEO podcast, product manager blog, day-in-the-life
2. MAKE CONTENT EASILY FOUND
• Expertly tagged – who will it delight, or annoy • Conversation enabled and encouraged • Content hosted on/linked from social site • Rich media — with transcripts
3. MAKE CONTENT EASILY SHARED
• Enable sharing technologies like AddThis, Facebook Connect, Google Connect • Users are 4x more likely to join a community if
done through Facebook Connect • Encourage sharing via “human engineering”
4. ENABLE ENGAGEMENT
• Enable comments • Invest in community moderation • Make fanning, faving, rating, liking very easy • Engage fearlessly, but don’t feed the trolls
• Why? GOOGLE LOVES ENGAGEMENT.
37
38
IDEAS ON WHERE TO START
SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTER
LONG-FORM CONTENT (INTELLECTUAL CAPITAL = “SEARCH FODDER”) VIA BLOGS
COMMUNITY BUILDING, ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK
IDEAS ON WHERE TO START
PODCASTS THROUGH BLOGTALKRADIO.COM
WHITE PAPERS AND THOUGHT LEADERSHIP ON SCRIBD, KNOL.GOOGLE.COM, SCRIBD AND SLIDESHARE.NET
CREATE VIDEO SLIDESHOWS ON ANIMOTO.COM
ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A
BLOGTALKRADIO
GOOGLE KNOL
SCRIBD
SLIDESHARE
ANIMOTO
A FEW HINTS…
• QUALITY OF CONTENT WILL DRIVE QUANTITY OF FANS. FOCUS ON QUALITY.
• MANAGEMENT NEEDS TO UNDERSTAND THAT EVERYTHING THEY KNOW ABOUT MARKETING HAS SHIFTED. AND THAT’S NOT A BAD THING.
• USE YOUR RESOURCES STRATEGICALLY. DON’T TRY TO DO EVERYTHING — DO A FEW THINGS VERY WELL.
MORE TOMORROW ON SOCIAL MEDIA STRATEGIES
DHAN YA VAADAA!
http://antseyeview.com
ERIC WEAVER Twitter: @weave
If you enjoyed today’s presentation, please tweet about it and include the hashtag #feedthekids