Forget the Experts What the Musical Group TLC Can Teach Us About Social Media
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Transcript of Forget the Experts What the Musical Group TLC Can Teach Us About Social Media
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@chewitt | WhatDoesMarketingReallyDo.com
Social Media Lessons We Can Learn from TLC
Listen to ‘Waterfalls’ Vs. The So-called Experts
wikimusicguide.com
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com 2
What We’re Going To CoverOur Agenda• Introduction• Getting Honest About Social Media• Social Media Counseling from TLC• Actions and Take-aways• Questions
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com 3
Why Are We Listening To This Guy?A Little About Me• Senior Director, Marketing at Lumension• Over 14 Years in Internet Strategy and Web
Marketing• Over 10 Years in Executive/Managerial
Leadership Roles• Broad Professional Background: Sales,
Marketing, and IT Experience• Co-author of an Business Method Patent in
Internet Marketing
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@chewitt | WhatDoesMarketingReallyDo.com
Social Media
A [sobering] Business Context
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Gold Rush!
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US - Public Domain
There’s money in them thar Tweets!
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Social Reading from ‘Experts’
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Data Source: Amazon.com
851 Books (106% increase)
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
But It’s All Relative. Right?
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Data Source: Amazon.com
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Caught Up In The Rush
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Reinvigorating An Industry• Bringing a new
product to market
• Capitalizing on Corporate ‘Internet Insecurities’
• New marketplace for experts
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@chewitt | WhatDoesMarketingReallyDo.com
TLC and Social Media
Breaking down the song ‘Waterfalls’ to gain some much needed perspective.
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Waterfalls by TLCBy Marqueze Etheridge, Lisa “Left Eye”
Lopes, Organized Noize
Don’t go chasing waterfalls,Please stick to the rivers and the lakes that you’re used to,
I know that you’re gonna have it your way or nothing at all,
But I think you’re moving too fast.
Source Wikipedia
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@chewitt | WhatDoesMarketingReallyDo.com
Social Media Lesson #1Be Realistic, Be Honest
‘Don’t go chasing waterfalls, please stick to the rivers and the lakes that you’re used to’
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Fine…Let’s Talk About BlendTec
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We are all using the same stories? 608 references to BlendTec on books.google.com
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Examples of Lakes and Rivers
Guy Kawasaki• Used Social Media to
share knowledge• Self-proclaimed ‘un-
expert’• Reestablished personal
brand
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CNN• Using Social Media as
another channel for distributing powerful content
• Authentically engaging listeners, reads, and viewers
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Defining Your Lakes and Rivers
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Passions
Culture
Motivations
Differentiated Value
Target Audiences
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Take Away : Rivers and Lakes
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@chewitt | WhatDoesMarketingReallyDo.com
Social Media Lesson #2Letting Go Of The
Message‘I know that you’re gonna have it your way or
nothing at all’
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Social Policies• Lengthy policies• Do they limit
autonomy?• How does the fear
of ‘disciplinary action’ affect ‘social’?
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Truly Organic
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
When It Makes Sense• Compliance
– Customer Privacy– Regulatory
• Healthcare• Education• Financial/Legal
• Spirit of Social Media– Examples:
• Yammer• Private Communities• CarePages
(healthcare)
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Source: Yammer.com
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Take Away : Your WayExternal Measurements• Look at our analytics
– Privacy Policy/Terms Use
• Page Size (kb)• Length (pixels/print)• % Visitors to the page• Time on Page• Advanced segments
– Where do they go?– Exit rates
Internal Measurements• Look at our teams
– Survey Employees• SM Usage – Why• Perceptions
– Social/Techonographics• Flowtown• Gist• LinkedIn
– Who maintains?
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@chewitt | WhatDoesMarketingReallyDo.com
Social Media Lesson #3 What Value Will You
Return‘But I think you’re moving too fast’
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
It Won’t Happen To Me Again!
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• Organizations social move is motivated by fear to avoid another slow Internet-adoption debacle.
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Marketing-Driven Value (?)
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• Opportunistic competitors not welcome by community.
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
When SM Success…Isn’t
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Twitter Examples: Charlene Li | SXSW - Open Leadership
Begins with failure; forces audience to
find advertised content themselves
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Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com
Take Away : Moving Too Fast
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Select or Repurposed Content Original, Organic Content
We All Can ShareDeveloping and Maturing with a
Supportive Spirit/Culture
Me Too/Follow Us!Vehicle to Drive Business,
Following Competitors & Trends
Shared VoiceLeading, Driving, and Authentic Social
Dialog
What is This ‘Social’ Thing?Trying to Drive Business the ‘Right
Way’
Social Spirit | Tactic and Campaign Audit
Created By | Chris Hewitt – WhatDoesMarketingReallyDo.com
Who
is G
ener
ating
the
Cont
ent?
What Kind of Content is Being Generated?
Com
pany
-wid
eD
epar
tmen
tally
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@chewitt | WhatDoesMarketingReallyDo.com
Let’s Discuss
Questions? Vehemently Disagree?
@chewitt