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This is a brief presentation on what small businesses need to consider when getting started in social media. Simple, straightforward, with examples that work.
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Social Media Means
Sharing sideways!Sharing ControlReaping the Benefits
Remember These?
Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are
conducted in a human voice. Whether delivering information, opinions, perspectives,
dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.
People recognize each other as such from the sound of this voice.
The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
Hyperlinks subvert hierarchy. In both internetworked markets and among intranetworked
employees, people are speaking to each other in a powerful new way.
These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
Cluetrain Manifesto
1999 Basic start of where we are now Promised the shift of control from marketers to the market—PEOPLE.
Tools evolved from here
Two Types of SM Brands
Informational Helpful info Useful apps White papers
Product-Oriented Reviews E-commerce Quieter more careful presence?
Real Winner: Hybrid!
No wall between brand and customer Free exchange of ideas Value proposition is larger, more patient
Free extensions of product in community
Benefits
Speeds up relationship building process
Humanizes brand Allows for real feedback
Risks
People might actually say what they think
You can’t half-bake it Have to own and address weaknesses
Social Concepts
Competition Visibility Wallpaper Screensavers Blogging Pics/Vids Forums Share-it Voting/Liking Linking to other sites Commenting In-mail boxes Games - fantasy / pickems,
virtual stickers, logos, trivia, contests?
Twitter Facebook
Mobile/iPhone Bookmarking/sharing sites Events Customization Widgets Responding Forwarding Events / Travel Packages Community Mgrs Searching/finding others Affinity programs Editorial contributions Job board Networking opportunities PayPal e-mail SMS
Basic Components of Social Approach
Listening FIRST Strategy for measuring sentiment Reaching out to confirm or deny that sentiment
Using REAL people with REAL voices Commitment to honesty and openness Commitment to consistent communication
Doing what you claim to promise!
What do you measure?
Reach and Positioning Unique monthly visits Time on site Overall volume Share of voice within category or brand family Search visibility
Preference Sentiment index (% positive - % negative) in social
media Share of positive voice in social media, within category Relative Net Promoter Score, absolute or within category
Action Registrations Sales Advocacy
What Does Commitment Mean?
Sharing valuable info without expectation of reward
Being there every day Treating customers as people Accepting invitations to connect and then connecting
If you write a blog, invite cooments and respond
Solve problems without marketing
Social Tools
Listening platforms Radian6, PRNewswire, Nielsen, etc.
STRATEGY First Gauging the conversation map How to respond, what to measure, knowing success
AVAILABILITY wherever your people are Web Mobile Offline
Facebook Connect
What NOT to Do
Ignore what is said about your brand Blast anonymous marketing messages Hide personality, stifle conversation Lie, be fake http://www.valleyprblog.com/social-media/secs-social-media-policy-bad-pr/
Quit talking and reaching out
Good Examples
All put a human face on a brand or meet the audience where they are Livestrong Whole Foods Chicago Tribune Rowdy UVA Mad Men Humane Society Michael Waltrip
Livestrong
http://www.livestrong.com/ http://www.facebook.com/livestrong Everywhere fans are
Facebook, Web, iPhone app Using Facebook Connect
Adding value, creating a lifestyle brand Sharing content without expectations People give and help out of sense of gratitude
Whole Foods
http://www.wholefoodsmarket.com Using social tools to make life better through recipes, advice, etc.
Using podcasts, social tools, blogs, forums, Facebook, iPhone
TALK TO US - they want input
Chicago Tribune
http://www.facebook.com/coloneltribune
Fun, useful, open Self-deprecating Puts human face on a news brand Provides value beyond self-interest
News, stories from additional sources
Rowdy Racing News
http://www.rowdy.com http://www.facebook.com/rowdyracing All media represented
Facebook, Twitter, web, radio, SMS Gives fan a voice Hots communicate directly with fans Total access, sharing tools, UGC Recognized alternative to NASCAR official position
UVA
https://uva.affinitycircles.com/virginia/home
Great use of social tools to be everywhere alums and students are Social net, Alumni site, Facebook
Recognized early that the barriers between students and alums was breaking down
Mad Men
http://www.amctv.com/originals/madmen/
Fun social tools for showing your affinity Mad Men Yourself, Facebook presence, Twitter characters, interactive games, iPhone app
Humane Society
http://www.facebook.com/HumaneSociety With over 132K fans and 13K followers, the Humane Society of the United States has seriously tapped into the social Web
"real people" behind their profiles Brand Ambassador Carie greets you from Twitter CEO Wayne Pacelle's blog posts and appearances HSUS reps continually answer member questions and encourage those who post to the Wall
Michael Waltrip, NASCAR Driver
His use of Twitter to raise aware ness of his camps, comment on NASCAR, and provide a glimpse of the sport from the inside has a lot of support.
He uses his real voice, keeps it light, has fun
26 More…
http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/