SVAMA Social Media From The Inside

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©2009 Real Branding. Confidential. All rights reserved.

SOCIAL MEDIA FROM THE INSIDEPresented to the SVAMA Emerging Media Breakfast

June 23, 2009

Bill SandersVice President, Project Management

Real Branding

©2009 Real Branding. Confidential. All rights reserved. 2 www.realbranding.com

SOCIAL MEDIA?

www.despair.com


SOCIAL MEDIA SPECIALIST?

www.gapingvoid.com


Creative Concepts

THREE BRANDS USING SOCIAL MEDIA


CIRQUE DU SOLEIL

Jessica BerlinSocial Media ManagerCirque du Soleil

@cirquelasvegas


CIRQUE DU SOLEIL

Blogger Outreach - Mid 2007

Full Time Position – 6 months later

Key’s to success:Listened first – identified the sentiment of the conversationObjective was to join in the conversation that was already taking placeCreated a Social Media Policy for employeesFocused on marketing/special offers

Advice:Listen first! (For what & where)Don’t start without proper resources to respondOnce you are part of the conversation, you have to remain a part of the conversation


JETBLUE AIRWAYS

Morgan JohnstonManager Corporate Communication jetBlue Airways

@jetblue


JETBLUE AIRWAYS

First day of work: Feb 14, 2007March of 2007: SXSW@jetblue: May 2007Dec 2008: 100,000 Followers

Key’s to success:Listened first – identified the sentiment of the conversationObjective was to join in the conversation that was already taking placeFocused on customer serviceDaily Media ReportBuild the corporate brand

Advice:Listen first! (For what & where)Be transparent at all timesChange indefensible policies fastSet up Twitter/TweetDeck on executives computerRetain a personality!


ZAPPOS

Aaron MagnessManager, Business Development Zappos.com

@macknuttie (Aaron)@zappos (Tony – CEO)


ZAPPOS

March of 2007: 20 Employees at SXSW Began between employeesEncouraged everyone to join: 400 of 1400 Twitter

Key’s to success:Started Internal – growth was customer drivenGuidelines? “Be real and use your best judgment.”Focused on building relationships, not marketingROI? What is the ROI on a hug?Proactive communication, customer service, and relationship building

Advice:Treat SM as a natural extension of communication, not marketingFocus on building relationshipsMeasuring will cause you to loose focus on the relationshipGoogle “businesses that twitter” and create a case studyTruly engage


SUMMARY

Tips for Execution:• Listen first – constant monitoring• Always be transparent• Keep a personality• Ask your followers what your role should be – they’ll tell you• Be prepared to change indefensible policies fast• Don’t start without being committed

Tips for “Selling it to the C-Suite”• The value of listening can not be overrated• Track the impact (lower call volume, critics to advocates, etc…)• Set up a tab on your executive’s browser with a twitter search of the company• Read, track, and stay abreast of corporate case studies in the media – and

share them


TWO POINTS - TWO QUESTIONS

POINT ONE: There are no rules

POINT TWO: Your customers are talking about you whether you are a part of the conversation or not.

QUESTION ONE: Are you going to join the conversation?

QUESTION TWO: Are you going to join the conversation before your competition does?


JEREMIAH OYWANG

Practical Tips? Develop a business case starting with customer behaviors, a competitive matrix, and a clear and concise plan how you’ll meet the needs of customers. Do all of this without ever saying “Twitter," "Facebook," or "blogs.”


Creative Concepts

RESOURCES


THE WEB 2.0 MARKETING LANDSCAPE HAS CHANGED

That was then This is now

Images courtesy of Forrester, Inc.: “Marketing’s New Metric: Engagement” by Brian Haven


GROUNDSWELL

As defined by Forrester, today’s groundswell is:

Why brands should care:Customers are redefining your brandIt is to your corporate advantage to harness and leverage the groundswell

Groundswell: winning in a world transformed by social technologiesby Charlene Li and Josh Bernoff

Groundswell, Charlene Li & Josh Bernoff, Harvard University Press, 2008. Copyright Forrester Research, Inc.

“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”


BUILD A FRAMEWORK FOR SOCIAL MARKETING

Join, enable badging, create own network

Social networks and virtual worldsPeople connecting

Listen and participateBlogs, UGC, podcastsPeople creating

Influence experts, help other customers energize others

Forums, ratings, reviewsPeople reacting to each other

Monitor, create own wikiWikis and open source People collaborating

Learn who is tagging what about your company, tag yourself

Tags, bookmarks People organizing

Make all marketing info available through RSS

RSS and widgets Accelerating consumption of your brand messages

Take what action?What?Why?


FRIENDFEED


OTHER RESOURCES

http://Building43.comhttp://blogs.forrester.com/groundswellhttp://www.altimetergroup.com/http://www.web-strategist.com/blog/http://www.socialmediaclub.org/http://www.sfama.org/ & http://www.svama.org/http://scobleizer.com/


Creative Concepts

PERMISSION TO LEAD


ARE YOU GEORGE?

www.gapingvoid.com


PERMISSION TO LEAD

“The levers just got longer (for everyone). The Web and word of mouth and viruses and outsourcing and the long tail and the other

factors involved in social media mean that everyone (every person, all six billion of us) has far more power than every before.

The king and the status quo are in big trouble.

What I’m saying is that one person―okay, what I really mean is you―has everything. Everything you need to build something far bigger than yourself. The people around you realize this, and they

are ready to follow if you’re ready to lead.”

- Seth Godin, Tribes


THE MARKET

www.gapingvoid.com


CONTACT INFO

Twitter: @technaceaFriendFeed: technaceaFacebook: facebook.com/thebillsandersLinkedIn: linkedin.com/in/thebillsandersPlaxo: technacea.myplaxo.comBlog: technacea.com

Bill SandersVP, Project Management, Real BrandingVP, Events, SFAMA

SVAMA Social Media From The Inside

Technology

Transcript of SVAMA Social Media From The Inside