Brian Solis' Webinar Presentation with Radian6
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Transcript of Brian Solis' Webinar Presentation with Radian6
We are defining a new era of society and how we ultimately communicate with one another
Social Media Engagement Affects Every Step of Discovery, Purchasing, and Buyer’s Experiences
AND EASY!
Social networks are for conversations, not
customers
“Some of the most avid users of Facebook and MySpace are pimply adolescents and goth teenagers.”
The Illusion of Control…
We now possess the ability to steer and shapeperception and conversations
ROI:Return on Ignorance vs. Return on Investment
We report to someone who doesn’t really care about
transparency or authenticity
Who Owns Social Media?
It’s not what you say, it’s what they say that counts…
Everything Starts with Listening and Research
The Conversation is Bigger Than Any Social Network
Benchmarks• Volume• Frequency• Reach• Sentiment• Perception• Share of voice• Response candidacy & ownership
Insights:• Trends• Ideation• Adaptation
The Human Network
Social Media is About Sociology and Psychology More So Than
Technology
Pingdom
How Do You Rise Above the Noise
Your friend just became a fan of Brand X on Facebook and suggested you become a fan too.
No thank you…
Participation
We're measured by our actions
and not words.
How Do You Define Influence?
It’s the Ability to InspireAction and Measure It
Google is adapting PageRank for people…
The Human Algorithm
Micro Disruption Theory & The Social Effect
Attention Aperture
Time
Update
Opportunity for Resonance
DisruptionPoint
Multiple Personality Order
People interact with the people representing the brand…
Becoming the people we want to reach and inspire…
Look familiar?
YouTube is the second most popular online search engine…
Increasing Your Digital Footprint
Social Media Optimization improves the “findability” of Social Objects
KeywordsTitlesDescriptionsTagsSyndicationLinks
Find Comfort Outside Your Comfort Zone
We Become Media
Paid
Ear
ned
Ow
ned
BannersSponsored Posts
Ads
SEO
Paid Tweets &Posts
StoryValue
Em
pat
hy
Relevan
ce
INF
LU
EN
CE
Social Media Optimization
Search Engine Optimization
RE
FE
RR
AL
S
Blogs
TabsTweets
Broadcast
PodcastsImages
Posts
Wall Posts
Word of Mouth
Viral
Apps
Widgets
Virtual Goods
Sh
arin
gT
ren
din
g
The S
ocia
l Media
Eco
syste
m
Syndi
catio
n
Tweets
FoFs
Livestreams
Social G
raph
Participatory
Sp
on
sored
Brand
Updates
Video
Check-ins
Retweets
Video
Likes
Shares Content
Marketing
We engage in a social ecosystem, but, where do we
send them?
AJBombers
• Local burger shop in Milwauke, WI• Hosted a FourSquare event• Goal was to unlock swarm badge = 50 or more• 30 minutes before official opening, event was
packed– 161 people attended
• Sales were up 110%
Thanks Simon Salt
Vistaprint• Created dedicated landing page for Twitter
followers• Sets schedule and coordinates presences for
when they’re opened and closed on Twitter• On Facebook, they offer a customized
experience starting with a Static FMBL tab• YouTube is used as a creative video contest• Flickr is used to feature crowdsourced designs• Blog is dedicated to sharing advice, guidance,
and information• There’s a strong and consistent voice and
mission across the board
Thanks James Ball
Skittles
RedBull: Social Objects
Identify ways to provide value…
Transparent
Believable
Authentic
Be Yourself
We earn the relationships, trust, and
reputation we deserve.
At some point, we have to stop asking questions and start answering them for ourselves…
#ThisisYourTime
http://bit.ly/engageme