Social Media : 7 ways to engage talk leaders and readers
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Transcript of Social Media : 7 ways to engage talk leaders and readers
Social Media7 ways to engage talk leaders and readers
How i Use it
My online brand...
• 4 years• 1,000+ posts• 2,000 subscribers• 40,000 Google listings• 100 technorati authority
My online life...
Trial
You have to try this!
del.icio.us
Abandonment
Adoption Boredom
How i Use it
about Social Media
Social Media
How people use technologies to get the things they need from other people rather than traditional institutions (like businesses and media).
Social media is technology agnostic.
News Shopping Advice Tools Networking Entertainment
How People Use Social Media
How We Build content: How We Use content:
WaTcH
leaRN
acT
collecT
coMMeNT
cReaTe
coNNecT
coNTRiBUTe
cHaNGe
How Brands and agencies Use Social Media
• What do we need to accomplish?
• How will people ENGAGE with what we do?Why will they be interested enough to participate?
Folklore at crispin, Porter & Bogusky:Alex Bogusky doesn’t want to see scripts anymore.“Don’t show me a script, show me the press release.”
STRATEGY
VALUE TO CLIENT
VALUE TO CUSTOMER
7 Ways to Use Social Media
1 observe and listen to Build Relevance
• How does your audience talk about the brand?• What is their core definition of who you are?• What other interests do they share?• How do they use social media?
Mini is a brand of “People like Me”:
• A club
• A truly unique choice
• A brand I’m passionate about, talk about and buy again
Where to find insights: What an insight looks like:
PoSiTiVe
NeGaTiVe
BUY oNe BUY loTS
YoURBRaNd
How we’re connected:
What we’re talking about:
What we save (and share):
What we’re paying attention to: del.icio.us
What enchants and engages us:
digital ethnography
The 5 commandments of Talking to Bloggers and Talk leaders:
1 Get to know your target
2 Be relevant or unexpected
3 Deconstruct content
4 Create fresh kinds of access
5 Provide exclusives
• unexpected• exclusive• rewarding
2 Reach out to online Talk leaders
old Role: dialing for Placements
New Role:
create anengagement
strategy
Tell anauthentic
story
empowersocial
spokespeople
Create content
Distribute content
Follow up
“I’m proud of this work.And I’m trying to get it out there.
Will you post it?”
“Drive one.”
3 Teach Storytelling
4 Refresh Traditional Tools
4 Refresh Traditional Tools
4 Refresh Traditional Tools
Socializing our approach
From: To:
Excite Engage
Immediate Recall andExperience Retell
Access Serve Up
Inform Enable
Educate Intrigue
5 Budget to Solve Problems
adVocaTe
aMBaSSadoR
FaN
PERSONALIZEDURGENT
SOLUTIONS
They missed the appointment
I sat on holdfor 2 hours!
It doesn’t work
This sucks
They screw their customers
6 Prioritize engagement early & often
Traditional approach:
coNSUMeR
YoU caMe iN HeRe
and talked to people here
Product Development
Product Package
Market Strategy
Story
ProductIdea
Dev
t
S
o
6 Prioritize engagement early & often
Social approach:
coNSUMeRYoU caMe iN HeRe
listen to people here
engage people here
so they haveownership here
Product Package
Market Strategy
Story
ProductIdea
t
S
o
Product Development
7 Rewrite the crisis Plan
Listening to and talking through social media when controversy hits
Find windows into what talk leaders are saying before the story reaches a mass audience
Empower brand trustees who know the mediums and speak passionately
Plan ahead by establishing a credible online “people” voice
it is as hard as you think. . . and many clients aren’t
ready for it.
• What our customer wants
• What our competitors don’t offer
People Talking about companies
Brand People
People creating and Telling Brand Stories
• Aligned message
• Clear story
Brand Peopleauthenticity
People inside and outside are Storytellers
New Relationship Model
SHaRedPaSSioN
COMMUNITYCONSUMER
BRAND
Source: The Open Brand, by Kelly Mooney
What else do you want to know?
ologie.com/PRSaadvergirl.com