…or how to have structured conversations with
customers and live to tell the tale
Marketing to theSocial Web
Marketing to the Social Web
Conversations are the key
• They’re about talking
• They’re also about listening
• The technology is a red herring
Marketing to the Social Web
How do you have these conversations?
• Through social media• Blogs
• Social Networks
• Microblogging
• This works because social media are conversations
Marketing to the Social Web
Case study
1
• Used Facebook, Twitter, Blogs and YouTube
• 4000 Facebook members (a third of guests)
• 50+ dedicated blog posts
• Constant buzz on Twitter (hundreds of tweets)
• All = Sold out event
Marketing to the Social Web
Why isn’t everyone doing this?
• It’s risky
• It’s a full time job
• Too few large companies take the net seriously
• Too few people can see past the poking
• Ignorance and fear
Marketing to the Social Web
Can’t I just ignore it?
• The conversations are out there already
• People are starting to expect it
• Be the first – and reap the rewards
• It’s the ultimate form of research
Marketing to the Social Web
Case study
2
• One disgruntled customer
• Set up a blog
• Flooded with other horror stories
• Still no official response from SAA
• Immeasurable brand damage
Marketing to the Social Web
Case study
3
Marketing to the Social Web
BLOGS: the basics
• The evolving story of your brand
• Pick a good engine (Wordpress)
• Make the domain obvious
• TALKING:
• Posts
• Replies (comments and posts)
• LISTENING
• Reading
• Comments on other blogs
• Linking to other blogs
Marketing to the Social Web
BLOGS: DO’s
• Choose an angle / flavour / personality
• Read, read, read
• Comment everywhere
• Link to other blogs
• Post about posts
Marketing to the Social Web
BLOGS: Don’ts
• Just put up press releases
• Close or delete comments
• Delete posts
• Ignore comments
• Neglect it
Marketing to the Social Web
SOCIAL NETWORKS: The basics
• The most personal form of conversation
• Choose the right network for the job
• Start and join all the mechanisms
• Use events engines wherever possible
• TALKING:
• Your own groups and pages
• Invitations and updates
• LISTENING:
• Other people’s groups / pages / profiles
• Forums
• Messages
Marketing to the Social Web
SOCIAL NETWORKS: DOs
• Use a real person
• Find existing conversations and join them
• Start new conversations
• Talk directly to people
• Seek out brand ambassadors
Marketing to the Social Web
SOCIAL NETWORKS: Don’ts
• Ignore brand nemeses
• Try too hard
• Be lazy
• Seek to control
Marketing to the Social Web
MICRO-BLOGGING: The basics
• A way to broadcast thoughts (and feelings) to likeminded thinkers (and feelers)
• A way to hear – unfiltered – what people think• Use a real person but be honest• Follow followers!• TALKING:
• Posts (Tweets)• Post links• Direct messages
• LISTENING:• @replies• Follow people• Follow links• Reposting (Retweets)
Marketing to the Social Web
MICRO-BLOGGING: Dos
• Find and follow influencers and stake holders
• Join conversations with meaningful replies
• Attract followers
• Have a personality
• Participate hourly
• Have a little fun
Marketing to the Social Web
MICRO-BLOGGING: Don’ts
• Treat it like another channel to promote your blog
• Ignore negative or difficult conversations
• Argue – rather discuss
• Neglect it
• See it as “office hours only”
Marketing to the Social Web
Get into a rythmn
• BLOG weekly
• SOCIAL NETWORK daily
• TWEET hourly
• They are all part of the same ecosystem
Marketing to the Social Web
Tie it all together!
• The web is about connectedness
• Put your twitter feed on your blog
• Tweet your blog posts / events
• Post about posts!
• Retweet
• Tell the story
Marketing to the Social Web
Be Zen
• There will be bad days
• Denial is brand death
• Anger is short – respect is long
• You can’t win ‘em all
• Listen, listen, listen