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Conversations Aren't Marketing

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The biggest challenge for traditional marketers in leveraging social media is that they apply the old ways of thinking to this new medium. In Conversations Aren't Marketing, we discuss some of the macro trends and strategies that are needed to be successful. Many thanks are due to The Conversation Group which contributed several slides here. I delivered this presentation on October 23, 2008 at the Social Media Club Workshop in Hawaii to start the day. We will have audio available soon...

Publié dans : Business, Technologie
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Conversations Aren't Marketing

  1. 1. Conversations aren’t Marketing
  2. 2. An Important Management Insight <ul><li>Gary Hammel in Mckinsey Quarterly </li></ul><ul><ul><li>“ In any field of human endeavor you ultimately reach a point where you can’t solve the new problems using the old principles. I think we’ve reached that point in the evolution of management. When you go back to the principles upon which our modern companies are built—standardization, specialization, hierarchy, and so on—you realize that those are not bad principles but are inadequate for the challenges that lie ahead.” </li></ul></ul>
  3. 3. We no longer live in a world of silos and back room deals. We live in an interconnected world which requires companies to rethink everything… Rethink Everything
  4. 4. Social Media is tearing down the walls that keep us apart and changing the rules that have kept us from being human inside our companies.
  5. 5. Why is Social Media Important
  6. 6. Social Media Influences Journalists <ul><li>Blogs are not only having an impact on the speed and availability of news and </li></ul><ul><li>reporting, but also influencing the tone and editorial direction of reporting, </li></ul><ul><li>according to a survey of US journalists by Omnicom Group. The majority of </li></ul><ul><li>journalists said blogs were having a significant impact on news reporting in all </li></ul><ul><li>areas tested – except news quality: </li></ul><ul><li>The biggest impact of social media is in the speed and availability of news </li></ul><ul><li>Over half also said that blogs were having a significant impact on the “ tone ” (61.8%) and “ editorial direction ” (51.1%) of news reporting </li></ul>
  7. 7. So What? <ul><li>The way the entire market functions has changed drastically, we have reached the digital tipping point </li></ul><ul><li>Broadcasting AT large crowds doesn’t work </li></ul><ul><li>Having conversations with PEOPLE does and always has </li></ul><ul><li>Digital tools and social media enable these conversations cost effectively across great distances </li></ul><ul><li>Ultimately, conversations with people we like and trust develop relationships </li></ul>
  8. 8. Conversations Aren’t Marketing So What Are They and How do they work for my business?
  9. 13. Required Reading
  10. 14. What is conversation? <ul><li>Markets are conversations. </li></ul><ul><li>Markets consist of human beings, not demographic sectors. </li></ul><ul><li>Conversations among human beings sound human. They are conducted in a human voice. </li></ul><ul><li>Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. </li></ul><ul><li>People recognize each other as such from the sound of this voice. </li></ul><ul><li>The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. -- Cluetrain Manifesto (Thesis 1-6) cluetrain.com </li></ul>
  11. 15. How do we join conversations? How do we join conversations?
  12. 16. Lurking and Learning
  13. 17. Seagull Commenting
  14. 18. Adding Value
  15. 19. Belong… <ul><li>Learning to speak with a human voice is not a parlor trick. It can't be &quot;picked up&quot; at some tony conference. </li></ul><ul><li>To speak with a human voice, companies must share the concerns of their communities. </li></ul><ul><li>But first, they must belong to a community. -- Cluetrain Manifesto (Thesis 33-35) cluetrain.com </li></ul>
  16. 20. What’s your intention?
  17. 21. Paying Attention
  18. 22. Be of Service
  19. 23. Being Served
  20. 24. What does it feel like when… ?
  21. 25. Belong… <ul><li>Don't worry, you can still make money. That is, as long as it's not the only thing on your mind. </li></ul><ul><li>Have you noticed that, in itself, money is kind of one-dimensional and boring? What else can we talk about? -- Cluetrain Manifesto (Thesis 80-81) cluetrain.com </li></ul>
  22. 26. Business is Personal
  23. 27. Scott Becker photo by Kris Krug Scott Becker Meet my best friend
  24. 28. Kristie Wells photo by Kris Krug say hello to my wife Kristie Kristie Wells
  25. 29. Kris Krug photo by Chris Heuer Kris Krug President of Bryght Friend Source of Referrals One of my vendors Our Wedding Photographer
  26. 30. It’s nothing personal, it’s just business. Do you want to work with anyone you personally don’t like or respect? Me neither.
  27. 31. Employees are Social Brand Ambassadors Already!!!
  28. 32. Belong… <ul><li>We know some people from your company. They're pretty cool online. Do you have any more like that you're hiding? Can they come out and play? </li></ul><ul><li>When we have questions we turn to each other for answers. If you didn't have such a tight rein on &quot;your people&quot; maybe they'd be among the people we'd turn to. -- Cluetrain Manifesto (Thesis 84-85) cluetrain.com </li></ul>
  29. 33. Social Media isn’t an object, Its what you do with it
  30. 35. The New Kula Ring
  31. 36. A Social Object
  32. 37. So What do we do?
  33. 38. The Golden Rules of Marketing
  34. 39. Social Media Principles <ul><li>Be Human </li></ul><ul><li>Be Honest </li></ul><ul><li>Be Aware </li></ul><ul><li>Be a Participant </li></ul><ul><li>Be Smart </li></ul><ul><li>Be Open </li></ul><ul><li>Be Courageous --- “The Social Media Playbook” </li></ul>
  35. 40. The Marketing Shift of Online Socialization <ul><li>Yesterday </li></ul><ul><li>Long term </li></ul><ul><li>Brand </li></ul><ul><li>Messages </li></ul><ul><li>Mass </li></ul><ul><li>Reductive </li></ul><ul><li>“ talk to…” </li></ul><ul><li>Integration </li></ul><ul><li>Today </li></ul><ul><li>Short term / immediacy </li></ul><ul><li>Customer </li></ul><ul><li>Content </li></ul><ul><li>Customized </li></ul><ul><li>Expansive </li></ul><ul><li>“ converse with” </li></ul><ul><li>Integration and enablement </li></ul>
  36. 41. Social Marketing is more then pulling levers <ul><li>It’s a new way of looking at your business </li></ul><ul><li>It’s turning CRM into VRM </li></ul><ul><li>It’s serving the market as you would serve your friends </li></ul><ul><li>Understanding the new landscape early, and engaging appropriately will create long term sustainable competitive advantages </li></ul>
  37. 42. Social Media Web Strategy The next big thing: Web-based media projects designed to serve customers and influencers directly (some customers may be considered “influencers”). These social media projects – which are beginning to siphon dollars from ad budgets – may have nothing to do with advertising and PR, at least on the surface. They are intended to serve content in a variety of mediums designed for sharing and participation across platforms.
  38. 43. But the Social Rules Trump the Tools People are only using the tools and technologies to get the things they need from each other , rather than from traditional institutions like corporations. Corporations who can appropriately empower individuals to be communicators and part of the online social ecosystem will benefit from the digital social world.
  39. 44. General Tips for Integrating Social Media <ul><li>Success and failure are equally important </li></ul><ul><ul><li>Everyone is experimenting </li></ul></ul><ul><ul><li>Understand how people themselves are already using the channels first and foremost, and try it yourself </li></ul></ul><ul><ul><li>Do not deceive </li></ul></ul><ul><li>Remain authentic to your brand persona </li></ul><ul><li>Creative must be engaging, thought provoking, and stimulating </li></ul><ul><li>Content is truly king </li></ul><ul><ul><li>Be conversational as opposed to using marketing speak </li></ul></ul><ul><ul><li>Actively participate - write & listen on a regular basis </li></ul></ul>
  40. 45. When Integrating Social Media Tools Into Any Corporate Communications / Marketing Program… <ul><li>Establish marketing, business objective & goals, as usual </li></ul><ul><ul><li>Develop metrics to measure on these objectives & goals </li></ul></ul><ul><ul><li>New media means different, new, and potentially fewer metrics </li></ul></ul><ul><li>Resources are required to manage efforts over time (listening, participating, measuring, refining) </li></ul><ul><ul><li>Executives are the big draws (i.e. star in video, post on blog, produce a podcast) </li></ul></ul><ul><ul><li>Marketing teams typically own the projects, but content experts from across the organization (or subject-matter experts) and leaders may be the best “faces” of social media efforts </li></ul></ul><ul><li>Understand the type of content that works best for each medium </li></ul><ul><ul><li>It will take evolution, trying and testing, readjusting </li></ul></ul><ul><li>A huge positive: one can fail relatively quickly and cheaply </li></ul>
  41. 46. Be The Media Company
  42. 47. Will it Blend | Eeepy Bird
  43. 48. Chris Heuer http://www.chrisheuer.com/ http://twitter.com/chrisheuer [email_address] m.408.834.0884