Beyond Social Media: Presentation to Ad Club

8/14/2019 Beyond Social Media: Presentation to Ad Club

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Beyond Social Media:from tools to trustERIC WEAVERAD CLUBNOVEMBER 2008


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Since our last chat On average, one in four of you has a new employer. Bloggers are regularly cited in the media. Facebook (124MM users) has surpassed MySpace(114MM) Brands have taken to social sites Starbucks, Dove, AllState, Virgin America, Comcast, H&R

BlockThe Obama campaign has proven that social

networking has incredible power.


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Forresters

Technographic

Model


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IN THE LASTYEAR:

Fewer non-

participants,creators the

same, and

far morespectators


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So what was initially a way to connect withfriends and others with shared interests...


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has become much more impactful.


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LAST YEAR:seventh-

highest

Google

result for

Comcast

was a

sleepingtechnician


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THIS YEAR:

customerservice via

Twitter


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LAST YEAR


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THIS YEAR:

solicitingoperational

ideas


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THIS YEAR:

onlinecommunity for

social good


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So I should be advertising on social sites?


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Lets look at consumers.Attention-deficit Fragmented by niche

interests Feeling time-starved Girl Scouts merit badge Cell phone in the john

Distrustful of advertising Spoiled by customization andmedia options Snack-media consumers


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Power has shifted. SEARCH lets consumers

find people, products,information and media of

interest & relevance EXPRESSION through blogs,

podcasts, opinion sites,online communities

SHARING items of value orinterest globally Items they (we) love. and

hate THE REALITY:To get what they want, consumers

generally dont need marketing,

advertising or PR.

!


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Working toward his goal, he was confronted by adaunting array of skyscrapers, interstitials, video pre-rollsand pop-unders.


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This means the

days ofcontrolled voice

are over.

OLD SKOOL: the Pyramid ofInfluence

Opinion-Forming Elite

NEW SKOOL: a Sphere ofCross-Talk


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With so many voices, who do you believe?People turn to peers for

recommendationsThey also do this when: Risk is higher

More choices to review and filter

They have less time to research


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Social endorsement trumps marketing60%believe what a

person like me

says about an

organization (upfrom 51% in 2007) LEAST CREDIBLE: corporate orproduct advertising (22% of ages

25-34) hey, thats us!SOURCE: 2008 Edelman Trust Barometer


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Endorsement isnt just influential.Its widely shared.

56% of those aged 35-64 and 63% aged25-34 were likely to share their opinions andexperiences about companies they trust or distruston the web.*

*SOURCE: 2008 Edelman Trust Barometer


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Ultimately, social endorsement drives trust.78%of those surveyedaged 35-64 and 83% aged25-34 were likely to trust whatthey have seen, read or heardabout a company if someone

they know has alreadymentioned it to them.*

*SOURCE: 2008 Edelman Trust Barometer


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And trust drives preference.

88% of opinion eliteschoose to buy fromcompanies they trust.85% refuse to buyfrom companies theydistrust.**SOURCE: 2008 Edelman Trust Barometer

The boFom line:

Trust drives transac.ons


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Build trust through Social Marketing.

The use of peer-to-peer engagement, dialogue

and connective tools to help your offering be

found, be relevant, be authentic and be

promoted.


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1. Be found.Optimize presence and content for searchPlace it in many relevant venues, fully tagged and

described (social media breadcrumbs) Podcasts on Utterz, videos on YouTube, bookmarks

on Delicious, valuable updates on TwitterJoin multiple communities - wherever your brand

makes senseBe in the end zone


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2. Be relevant.Listen and engageParticipate only in communities where your

offering would be of direct valueJoin as aperson and member, not as an

advertiserAvoid the urge to push message


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3. Be authentic.Avoid glitz and high production valuesDemonstrate transparency and honestyUpdate frequently with less-than-perfect

content, rather than less frequently with highly

vetted material


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4. Be promoted.Make content easily sharedProvide content or functionality with true value

rather than self-interestDont fight time starvation: keep content short

and sweet.


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Which tools to use?BLOGGING

Product manager insights CEO media/investor relations

MICROBLOGGING (Twitter)

Special offers

Event buzzVIDEO (one-off virals or recurring

podcasts) Product how-tos Personality pieces Company storytelling Humor

WIDGETS Content distribution/sharing

AUDIO (podcasts) Company storytelling Thought leadership

WIKIS

Event planning

Product development Shared learnings Distributed work-in-progress

SOCIAL & TOPICAL NETWORKS Brand awareness Community/CSR discussion Community building Feedback/testing/trials


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And a final note: consider your lensBoomers/TweenersTrained in formalities Dont offend anyone Be the most acceptable to

the largest number ofpeople

Privacy highly valued Interested in tech

functionality but oftenoverwhelmed by speed ofchange

Gen X/Millenials Formalities ignored More interested in finding

those with like minds thanworrying about turning offothers

Less privacy means moreability to be found

Digital natives tech isubiquitous and easy


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Power has shifted. EMPOWER CUSTOMERS TO BECOME ADVOCATES EXTEND YOUR BRAND WITHOUT HIGH COSTYOUR CONTENT APPEARS IN MORE PLACES Lives on your sites, on enthusiasts sites, on cell phones,

PSPs INCREASE GOOGLE RANKINGS BE FOUND WHERE YOUR CUSTOMERS WANT TO

GO LEVERAGE THE EXISTING TRUST BETWEEN

PEOPLE rather than trying to buy it


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THANK YOU.facebook.ericweaver.combranddialogue.comtwitter.com/weave

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Beyond Social Media: Presentation to Ad Club