50. Prom King Brands provide “coolness” (aka “social currency” or “whuffie”)
51. But if you’re not a prom king brand, you can provide one of four things:
52. Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it) Information (Exclusive information I feel good about knowing) Utility (Something that makes my life easier) Incentive (Literally a coupon, a discount or something else of monetary value)
54. Entertainment Entertainment can be: Anything featuring celebrities or entertainment properties you have a deal with Third party content that has a tie-in to your overall marketing strategy (That means if you’re a serious insurance company, a comedy video is a no-go) Your own TV commercials (if they’re something people would enjoy watching) Beware: it’s tough for agencies and brand managers to judge this
56. Maxwell House has an endorsement deal with comedian Nancy Nevins who has a well-known routine about how crabby she is before her first cup of coffee. A 3-minute live clip is posted to the Maxwell House Facebook page. The clip also appears on their YouTube page, their blog, their website, and is promoted via their Twitter stream Entertainment: WWMHD Watch Nancy Nevins do her “Coffeeless Morning” routing live at The Comedy Shack in Atlanta
57. Information Information can be: Facts or useful information (e.g. reviews) that your audience would be interested in You can utilize third-party vendors for this The information needs to tie in to your overall marketing strategy Access to “behind-the-scenes” footage, exclusive clips, or advance notice from celebrity endorsers or properties you have a sponsorship deal with News related to your product or category
58. Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. The deal gives them access to behind-the-scenes footage from Toscano’s widely viewed show and that footage is posted exclusively on the Maxwell House Facebook page. Information: WWMHD Watch exclusive behind-the-scenes footage of Viva La Cucina! with Umberto Tuscano
59. Utility Utility can be: Anything that makes the consumer’s life easier: recipes, how-to videos, a way to buy things off a social site Anything from a PDF to a website to a widget to an app
60. Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. The recipes are posted on the Maxwell House website, on their blog, on a special YouTube channel and on Facebook and MySpace. There’s even an iPhone app. The Maxwell House twitter account lets people know when a new video has come out and users can comment on the videos everywhere using Facebook connect. Utility: WWMHD
61. Incentive An incentive can be: Coupons or discount codes Group discounts Contests and promotions with financial incentives Be careful not to make it seem like you’re bribing people to join you That seems as desperate coming from a brand as it does from a person
62. Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced. Incentive: WWMHD MAXWELLHOUSE: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest BOND006: RT MaxwellHouse: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest IMPOSSIBILITY: @MaxwellHouse: Hoboken NJ in 1896?
103. Her followers leave lengthy comments They defend her from critics Her fans have formed a strong community
104. Fans are finding their way to the sub-pages She shares relevant links with her fan base
105. Her Twitter page is frequently updated, with links that are relevant to her audience
106. She is an almost non-stop topic of discussion on Twitter
107. Why is Sarah Palin a social media phenomenon? Consistent message Strong POV Accessible personality: her fans view her as a friend, not a politician Palin communicates exclusively via social media: she does not maintain a website or a blog of any sort.
124. But what then? How do I know if “being part of the conversation” is worth it?
125. Determining Social Media ROI Rule #1: There are no rules. You can use social media to do a world of things Sell things Build awareness Increase loyalty Customer service Reputation management Become a thought leader
126. Step #1: What Are Your Goals? Once you know what your goal is, you’ll be able to figure out what success looks like. You should set short term goals and re-evaluate every three months or so. Digital media changes so rapidly, it’s important to stay on top of things by closely monitoring the landscape One thing to consider is were your goals realistic? Did you set the bar too high or too low?
127. Don’t be afraid of squishy metrics: sometimes having people think well of you is enough
128. Be leery of people who tell you they can measure sentiment: it’s a hard thing to measure unless you do a lot of it by hand
144. Alan Wolk Consulting: ToadStoolConsulting.com Email: alan.wolk@mac.com Blog: toadstoolblog.com Twitter: @awolk Hive Awards: hiveawards.com To get a business card, text “wolk” to 50500
