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A primer on Social Media & how to build a social media plan. References: Groundswell (book by Forrester Analysts), Social Media Metrics, Trust Agents, ClueTrain Manifesto etc
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Conversations Thro‟ Social Media
Srivathsan
Agenda:
Context setting
Technographics in Groundswell (Forrester term)
Social Media campaigns (How to plan)
Examples
Career in Social Media
References
Being a one hour session, only at a high level social media is
being discussed
A few thoughts!
“When you can affect the behavior that produces your desired outcome, you can
produce more of your desired outcome”.
“Your brand is what your customers say it is”.
“The value of a brand belongs to the market, and not to the company. The
company in this sense is a tool to create value for the brand...Brand in this sense -
it lives outside the company. When I say that the management is not prepared for
dealing with the brand, it is because in their mindset they are managing a closed
structure that is the company. The brand is an open structure - they don‟t know
how to manage a open structure”.
Groundswell & Social Media
Groundswell: A social trend in which people use technologies
to get things they need from each other, rather than from
traditional institutions like corporations.
Social Media: Fostering conversation and connection between
people.
Eyeballs |Awareness Consideration Preference Action Loyalty| Buyers
(items in bold – focus for social media)
Social Technographics
Creators
Critics
Collectors
Joiners
Spectators
Inactives
So, what is this?
Joiners
• Maintain profile in a social networking site
• Visit social networking sites
Spectators
• Read blogs
• Watch video from other users
• Listen to podcasts
• Read online forums
• Read customer reviews / ratings
Inactives
• None of these activities
Other three…
Creators
• Publish a blog
• Publish your own webpages
• Upload video you created
• Upload audio / music you created
• Write articles or stories & post them
Critics
• Post ratings & reviews
• Comment on blogs
• Contribute to online forums
• Contribute / edit articles in wiki
Collectors
• Use RSS feeds
• Add tags to webpages or photos
• "Vote" for websites online
Planning
Take a „POST‟ approach
P – People – Assess your customers‟ social activities.
O – Objective – What needs to be achieved?
S – Strategy – Plan for how relationships with customers
will change?
T – Technology – What platform to use? Whom to partner
with?
P - People
Build a team of enthusiastic people. To start with a small
team.
They should assess what customers‟ are talking about your
brand / product / service etc
O - Objective
From this exercise what is to be achieved?
Is it…increased brand awareness, lead generation, handing
customer complaints, managing a PR crisis etc?
Budget and ROI
S - Strategy
Steps Explanation
Listening
Use the SM for research and to better understand your customers. This goal is best
suited for companies that are seeking customer insights for use in marketing &
development.
Talking
Use the SM to spread messages about your company. Choose this goal if you are
ready to extend your current digital marketing initiatives (banner ads, search ads,
email) to a more interactive channel
Energizing
Find your most enthusiastic customers, and use the SM to supercharge the power of
their word of mouth. This works best for companies that know that they have brand
enthusiasts to energize.
Supporting
Set up SM tools to help your customers support each other. This is effective for
companies with significant support costs and customers who have a natural affinity for
each other.
Embracing
Integrate your customers into the way your business works including using their help
to design your products. This is the most challenging of the five goals, and it is best
suited to companies that have succeeded with one of the other four goals already.
Important questions
Questions to answer before proceeding:
How will we engage our customers?
How will that engagement grow over time?
General advice:
Create a plan that starts small but has room to grow
Think about consequences of your strategy
Put somebody important in charge of it
Use great care in selecting your technology and agency partners
Listening
M.D. Anderson Hospital
listened to its patient
Mr Perry and improved
its scheduling
More examples
Community for AXE body
spray and got insights on
how men think & what
language they use (main
topic of discussion: girls)
Main question for the company,
what did the owners like about
these cars? How could Mini take
advantage of that?
How to listen using technology
tools and leverage vendors
Set up your own private community:
A private community is like a continuously running, huge engaged
focus group – a natural interaction in a setting where you can listen
in.
Vendors: COMMUNISPACE, MARKET TOOLS, NETWORKED
INSIGHTS
Begin brand monitoring:
Hire a company to listen to the internet – blogs, discussions /
forums, YouTube, and everything else – on your behalf.
Vendors: Nielson‟s BuzzMetrics, TNS‟s Cymfony
What can be done?
…Through Listening:
Find out what your brand stands for
Understand how buzz is shifting
Save research money; increase research responsiveness
Find the sources of influence in your market
Manage PR crises
Generate new product and marketing ideas
Talking:
Techniques to „talk‟ in social media:
Post a viral video
Engage in social networks and user generated content sites
Join the blogosphere
Create a community
Examples
P&G
Blendtec
TIBCO
Energizing Energizing the groundswell means tapping into the power of word of
mouth by connecting with, and turning on, your most committed
customers.
Word of mouth succeeds because:
It is believable:
Testimonials from customers are far more credible than any media source
It is self-reinforcing
Hear it from one person, and it is intriguing. Hear it from five or ten, even if you didn‟t
know them before, and it has to be true
It is self spreading
If a product is worth using, its word of mouth generates more word of mouth in a
cascade that‟s literally exponential
Techniques to Energize
• Tap into customers‟ enthusiasm with ratings and reviews
• This works best for retail companies and others with direct customer contact. Ex: eBags
• Create a community to energize your customers
• This works best if your customers are passionate about the product. Ex: Constant Contact,
Lego
• Participate in and energize online communities of your brand
enthusiasm
• Example: Lego
Supporting & Embracing
Supporting – Set up SM tools to help your customers support
each other
Embracing - Integrate your customers into the way your
business works including using their help to design your
products.
In all this, what to say?
How different your company is? [Say No to FEATURES]
How you THINK?
How you SERVE?
How you LISTEN?
How you RESPOND?
How do you add VALUE to your MARKET?
Content is King for Social Media. Answer customers‟ question
while creating content – “What is in it for me?”
Return on Investment
A big subject on its own.
General metrics: Buzz generated, leads generated, brand
awareness. Companies are investing in tools to make it
quantifiable.
If time permits, will prepare material on the same & share it.
Career in Social Media
Social Media Marketing Manager
Reputation Manager
Copywriter
Link Builder
SEO Specialist
Online Ads specialist
Operations
References
Books: Groundswell, Inbound Marketing, Social Media
Metrics, The New Rules of Marketing and PR, Trust Agents
Blogs:
http://mashable.com/
http://chrisbrogan.com
http://forrester.typepad.com/charleneli
http://rohitbhargava.typepad.com/weblog
QUESTIONS
THANK YOU