Post on 20-Jun-2015
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Introduction to Social Media
Online Marketing Boot Camp August 2011
Myspace
GeoSocial
Video
Blogs
What is social media?
10,436,860
1.9 million UAVs / mo
150,000 UAV / month
9.8 million UAVs / month
Australian social media use – mid 2011
4.6 UAVs / month
…?
CONVERSATION IS KING.
(Content is just something to talk about…)
20% OF CONTENT IS UGC 20% OF CONTENT IS UGC (USER GENERATED CONTENT)(USER GENERATED CONTENT)
100% 100% IS USC IS USC (USER SHARED CONTENT)(USER SHARED CONTENT)
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THE RISE (AND RISE) OF THE SUPER EMPOWERED HYPER-CONNECTED CONSUMER
Two way communicationEngagement not advertisingBrand personalisationBuild advocacy
PRIVACY IS OBSOLETE
Transparency
No separation of public, private or professional identity
Everyone is connected to everyone, everywhere, all the time
“MARKETS ARE CONVERSATIONS”
“Consumers” are no longer isolated, they converse about you and your products en masse online
These conversations can be positive or negative and there is nothing you can do to prevent them
The people will get their information about products and services from each other, not your marketing materials
People speak human to each other, you speak corporate to them. Learn to speak human (again) or become irrelevant, fast
It is not just your marketing department who is providing the voice and eyes and ears to your organisation, it is everyone who works for you. Let them interact with people
The Cluetrain Manifesto, 1999.
SOCIAL MEDIA STRATEGY IN THREE STEPS
SCIENCE FICTION IN 2002
MINORITY REPORT
MANAGING A GLOBAL BRAND IN 2011
THE GATORADE SOCIAL MEDIA COMMAND CENTRE
LISTEN: SOCIAL WEB MONITORING
ENGAGE: LET THE DATA DRIVE
•Develop insights from the data
•Sort mentions thematically
•Identify complaints, issues, common misconceptions
•Allow data to inform and shape response
•The issues will inform who should, and how to engage
Jeremiah Owyang and Ray Wang from Altimeter Group
SOCIAL MEDIA ACROSS THE CUSTOMER JOURNEY
WHEN THINGS GO WRONG…
ENGAGEMENT: HOW TO’S
Respond in the same medium
Be human! Use language that fits the space
Add value to the conversation
Ask questions
Respond promptly
Deliver customer commitment, not campaigns
WHO OWNS YOUR BRAND?
UNDERSTANDING INFLUENCE It’s not the loudest voices, but the most
relevant
Build advocacy
Social currency
Create shareable, useful content
shareable objects – create talkability
Brand ecosystem
track, measure, iterate, improverinse and repeat…
Thank you.
Questions?
Carry on the conversation…@acatinatreecathie.mcginn@mindshareworld.comwww.mindshareworld.com