Make Meaning: Social Media Sweet Spot
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A new presentation on the Social Media Sweet Spot - keynote for the 10th edition of Webcom Montréal.
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Make Meaning: Social Media Sweet Spot
- 3. High adoptionmeansyour customeris barraged Your customeris barragedwith socialmedia
- 4. Engagement Why? Where? How?
- 6. value (information or save money)
- 9. drive revenuemakemeaning SOCIAL MEDIASWEET SPOT
- 10. THE SWEET SPOTSURPRISES AND DELIGHTS The Sweet Spot Surprises and Delights
- 12. SOMETIMES YOUFIND THE SWEET SPOT BY ACCIDENT
- 13. TWITTER 1.9 million followers over 300 store accounts FACE BOOK over half a million fans 250 store accounts BLOGS cooking blogs CEO blog FLICKR SOCIALMEDIA SWEETSPOT photo streams contests SOCIAL MEDIA FOUR SQUARE check ins MOBILE APPS iphone and android
- 14. Digital FootprintNot Visible in Store
- 16. Community manager for each store
- 17. Twitter for real-time alerts
- 18. Facebook for less time-sensitive info
- 19. Blog for recipes and longer contentB-plus
- 21. 61 million votes cast Pledged $20 million
- 24. Social proof in dollars and lives
- 25. Sharing built in at every stepA-minus
- 26. Easyto Help
- 28. Value (global relief effort)
- 30. PR
- 31. Raise money forJapanese Red Cross#quakebook SOCIAL MEDIASWEET SPOT
- 32. WHAT CAN YOU STEAL? Perfect congruence Use your network Memorable hashtag Engaging with #quakebook fulfills urge to help A-plus A-plus
- 33. The Sweet Spot Surprises and Delights THE SWEET SPOTMAKES MEANING S W E E T urprise and delightoo me with an incentivearnmy attention asy to share with my friendsap into something bigger S W E E T THE SWEET SPOTSURPRISES AND DELIGHTS
- 34. SOCIAL MEDIACAN CHANGE THEWORLD
- 35. Q&A HAVE YOUFOUND YOURSOCIAL MEDIASWEET SPOT?
- 36. SPEAKER Named one of the Most Influential Women in Technology in 2010, Debbie Weil is an author, speaker, and corporate social media consultant based in Washington DC. EMAIL: debbie.weil@gmail.comMOBILE: 202.255.1467WEBSITE: www.debbieweil.comTWITTER: @debbieweil Copyright Debbie Weil, 2011
- 37. RESOURCES Blogs For case studies on how to use social media and tips on writing great content: Mashablewww.mashable.com Probloggerwww.problogger.net CopyBlogger www.copyblogger.comSeth Godinhttp://sethgodin.typepad.com Books New Rules of Marketing and PRby David Meerman Scott (2nd ed.) Measure What Matters by Katie Delahaye Paine The Networked Nonprofit by Beth Kanter and Allison Fine The Corporate Blogging Book (updated ed.) by Debbie Weil (Amazon Kindle)
Notes de l'éditeur
- ----- Meeting Notes (5/9/11 14:40) -----Ca me fait grand plaisir a retourner at Montreal and a faire partie de la dizieme edition de WebCom. Et de voir autant de gens (marketing professionals) qui sont inspire par les technologies nouvelles.... mais... but today I am going to talk to you, first, in English and second about something that is NOT digital and that is about finding an emotional and meaningful connection with your customer.
- This is the spot where your customer is suprised, delighted and motivated to take action -- whether it's an immediate purchase or some kind of engagement with your brand online.
- "Let's take a little journey to find that sweet spot... " Want zen-like image showing person with "beginner's mind" - or maybe something like this... a child?? make this COOL! Beginner's Mind comes from Zen Buddhism (they also talk about it a lot in yoga) and it meansan attitude of openness, eagerness, and lack of preconceptions. http://en.wikipedia.org/wiki/Beginner%27s_mind
- SLIDE FINELet's step back and see how a sweet spot can be discovered... story is of Lance Armstrong
- GREAT SLIDEBAD EXAMPLE OF SOCIAL MEDIA SWEET SPOT: Whole Foods does it all, but have they found the social media sweet spot?? (My answer will be NO... ) In addition to a robust corporate site, WF is active on Twitter, FB, has several blogs, at least two mobile apps, offers photo contests and more...
- MATT, Make lower circle image a bright red shiny apple with the question mark on it - ! This doesn’t quite work as is… too much repetition of the photo image. Otherwise I love the slide.BUT... somehow they're not really hitting a sweet spot... their online activity appears to be completely separate from what's happening at the store...Incorporate this photo I took of my local Whole Foods store -- there are hanging signs everywhere, but nary a one pointing customers to Twitter for real-time alerts or to the blog for recipes... MISSED OPPORTUNITY
- SLIDE FINE – I made the text biggerSo there are some good ideas from WF on how you can deploy all the social media tools -- and how they work together
- Matt, no text smaller than 28 point – can’t read otherwise! Make the little help box look cooler as a call out – I’m going to make the point that there’s a connection to offline and a lot of explanatory content on the site. Hence the “Make it Easy.” Can you highlight the “How it Works” headline – I’ve tried. You fix to make it look better. Put “Pledged $20 million in a circle with the right blue background”http://www.refresheverything.com/
- Matt, can you fix the fonts and line up of the text – I updated and messed it up
- MATT, add the background of the actual Amazon page for the QuakeBook e-book circle. Maybe you can use what I’ve pasted here. Or go to Amazon page and get what you need. In other words, I don’t want to see a “white” background inside this circle. I want it to be clearly from the Amazon page: http://www.amazon.com/gp/product/B004VP3KHK/ALSO, any text like the word “Share” needs to be MUCH BIGGER on ALL the slides! Otherwise not readable for audience.SUCCESSFUL EXAMPLE OF HITTING SOCIAL MEDIA SWEET SPOT: an e-book sourced via Twitter of stories from the Japanese Tsunami and earthquake - all proceeds go to Japanese Red Cross... it was put together in four weeks. And went live in Amazon's Kindle store April 15th. Easy to help, easy to share... supports a cause. Gives us an easy way to connect with one another and TO HELP… in a tangible way. And customer also gets something useful and interesting out of it -- an e-book of real-time stories by those in Japan near the quake.
- SLIDE FINE
- MATT, this slide needs to have more punch. Can you make the S W E E T list and text BIGGER and more visible… and leave text editable as I may change it.PREVIOUS NOTES: This will be the recap where I explain what has to happen for the customer in the “sweet spot” so that needs to jump out a lot more.This is the spot where your customer is suprised, delighted and motivated to take action -- whether it's an immediate purchase or some kind of engagement with your brand online.
- This is the spot where your customer is suprised, delighted and motivated to take action -- whether it's an immediate purchase or some kind of engagement with your brand online.