What can we say when the consumer isn't just listening? (Canberra edition)
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Transcript of What can we say when the consumer isn't just listening? (Canberra edition)
![Page 1: What can we say when the consumer isn't just listening? (Canberra edition)](https://reader035.fdocuments.us/reader035/viewer/2022062703/5551df80b4c90501638b4a81/html5/thumbnails/1.jpg)
Alumni Breakfast SeminarCollege of Business and Economics presents
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What can we say when the consumer isn't just listening?
Social Media and the Marketing Conversation
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Isn’t just listening
Not isn’t listening
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The rules of Engagement
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You do not become a
Social Media Expert Guru.
Rule 1: No #SMEG
SMEGAwareness
Ribbon
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Follower counts are irrelevant
Rule 2: Followers count
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Don’t say viral. Or sticky. Don’t even think “authentically viral and sticky”
Rule 3: Never plan the organic
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Now, about that social media…
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http://www.intersectionconsulting.com/blog/?p=797
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Content Planning / Objectives
• Where? (ft who and why)
• What? (ft when and how)
• Now what? (Who answers back)
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Where? Content planning and social media objectives
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Speaking of…
http://www.mr-mojo-risin.net/2011/07/03/free-social-media-icons-revisited/
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Ever had the feeling you missed a
spot?
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What to say…Content planning and social media objectives
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Focusing on Twitter
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Based on prior research…
• Content– 12,000+ manually coded tweets
• Context– Sporting events– QLD disasters (h/t @qpsmedia)– Conferences and events– Personal timelines
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Spam
Conversational
News Events
Status
Phatic
Pass Along
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@repliesaction, query, referral and response.
Talking with the customer
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target
sport, transport, weather and natural disasters
Telling the story
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target
announcements, #hashtagged events, headlines
Telling the story
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target
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target
automated endorsements, secondary social media, and user generated content
Share and share-alike
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target
Endorsement and retweet
Share and share-alike
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Anatomy of a Retweet
• Quick calculation
Original Tweet minus RT_yourusername
Primary RT: username + 3, Secondary RT: double username +6
After that, the RT dominates the message
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target
Activity, location, mechanical, personal, physical, temporal and work
"What are you doing?"
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target
broadcasts, fourth wall, greetings and unclassifiable
Simply existing in text
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How?
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Hootsuite: Automation and Scheduling
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Now what?
Who’s talking back?
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The Social Message Mantra
Why this message?
Why at this time?
Why should it come from me?
What response should I expect?
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target
Spam
Conversational
News Events
Status
Phatic
Pass Along
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Questions?
@stephendann