2. Social
media
Movement
of
PEOPLE
using
online
tools
to
connect,
take
charge
of
their
own
experiences
and
get
what
they
need
from
each
other
Encompasses
social
networks,
blogs,
podcasts,
videos,
wikis,
ra@ngs/reviews,
e-‐
commerce,
news,
deals,
check-‐ins
Different
–
dialogue
(vs
monologue),
levels
the
playing
field
(shiIs
the
power),
media
producers
(vs
just
consumers),
ac@ve
and
connected
(vs
passive
and
isolated)
WOM
–
genuine
consumer
conversa@ons
WOMM
–
joining
the
conversa@on
and
par@cipa@ng
in
it
Success
–
be
interes@ng,
make
it
easy,
make
people
happy,
earn
trust
and
respect
Reasons
–
You,
Me,
Us
Five
Ts
–
talkers,
topics,
tools,
taking
part,
tracking
2
3. THEM
(not
you)
The
rela@onships/experiences
(not
the
technologies)
Marke@ng
101:
a
strategy
that
treats
everyone
the
same
will
spell
failure
The
key:
Understanding
as
much
as
possible
about
your
target
audience
–
drives
ALL
of
your
ac@vity
in
social
media
(design,
content,
promo@ons
and
campaigns,
measurement)
2.
Go
to
them
(easier
than
geYng
them
to
come
to
where
you
are)
–
fish
where
the
fish
are
3.
Keyword:
“they”
4.
Ac@on
–
click,
like,
share,
enter,
play,
watch,
comment,
SPREAD
Content
–
it’s
not
about
you:
Naturally,
the
conversa@on
then
shiIs
from
using
social
media
to
talk
about
your
company
and
its
products/services
to
actually
rela@ng
to
people
and
providing
value
3
4. The
star@ng
point
in
understanding
your
target
audience
is
to
classify
them
–
who
do
you
have
rela@onships
with
(as
a
business)?
Examples:
•
Customers
and
End
Users
(consumers)
–
e.g.
homeowners,
patrons,
business
owners,
pet
owners
students
•
Talkers
-‐
e.g.
vets
(for
pet
resort)
•
Employees
•
Partners
–
e.g.
other
local
businesses
(co-‐marke@ng
for
a
restaurant)
•
Suppliers
•
Manufacturers
•
Media
and
Industry
Influencers
•
Compe@tors
•
General
Public
More
come
to
mind
the
more
you
understand
your
audience
–
e.g.
chances
are
if
your
home
looks
good,
you’re
also
into
personal
fashion
4
5. Now,
geYng
into
a
lifle
more
detail…
Socio-‐economic
–
social
posi@on
in
rela@on
to
others
(income,
educa@on,
occupa@on)
Purchase
behavior
5
7. 1) E.g.
to
iden@fy
emerging
customer
service
issues,
to
see
who
is
talking
about
[insert
industry
keyword]
and
join
in
on
the
conversa@on,
etc.
2) What
you
want
to
listen
for
–
company/brand
names,
compe@tors,
taglines,
etc.
3) E.g.
men@ons
of
the
company
vs.
compe@tors
More
in
the
Listening
chapter
(Groundswell)…
4)
What
you
plan
to
do
with
the
informa@on
you
find
1) Who
made
the
post
and
what
was
it
about
2) E.g.
Sa@sfied,
ques@ons,
ugly/irrelevant
3) Can/should
we
respond?
4) Share/no@fy,
respond,
archive,
etc.
5)
Share
of
voice,
leads
generated,
problems
solved,
etc.
7
8. Listen…or
you
can
ask
them
directly
Surveys
–
create
new
(simple),
tack
on
to
exis@ng,
hire
a
firm
Focus
Groups
What
would
you
ask
them?
2.
Above
–
their
par@cipa@on
(consume,
share,
produce)
Also…
8
9. You
can
use
that
data
–
the
answers
from
those
ques@ons
–
to
create
your
own
ladder
The
Social
Technographics
Ladder
–
a
high-‐level
snapshot
of
the
social
technology
behaviors
of
consumers
Creators
Conversa@onalists
Cri@cs
Collectors
Joiners
Spectators
Inac@ves
10. AFOLs:
5-‐10%
of
company
sales
They
don’t
age
out
of
the
target
market
(they
just
get
more
enthusias@c
and
buy
more)
They
tend
to
congregate
online
10
11. Even
deeper…Psychographics
–
habits,
mo@va@ons,
values,
aYtudes,
interests,
lifestyle,
skills,
life
experiences
Understand
1.
them
and
2.
how
you/your
company
relates
to
them
Not
just
business
needs,
but
also
personal
(e.g.
feel
more
secure,
enjoy
more
@me
off,
etc.)
Zooming
in
on
the
human
being
side
of
business
helps
you
navigate
roadways
into
business
opportuni@es
as
well
as
overcome
sales
obstacles
you’d
never
be
able
to
do
otherwise.
Also…
Where
do
they
go
to
get
answers?
Interact?
How
can
you
help
them
spend
more
@me
with
their
family
and
friends
enjoying
life?
1.
What
is
the
most
challenging
thing
in
their
biz?
2.
What
literally
drives
them
nuts
each
day?
11
18. Cater
to
a
mom’s
mobile
lifestyle
Moms
like
branded
apps
that
are
truly
useful
and
help
save
them
@me.
Toys"R"Us
has
built
a
mobile
app
for
iPhone
and
BlackBerry
that
sends
deal
alerts.
18
19. And
Starbucks
uses
QR
codes
to
let
customers
pay
for
coffee
via
iPhones.
19
20. Moms
like
op@ons
Make
it
easy
for
moms
to
connect
with
your
brand
on
their
own
terms,
whether
it's
through
Twifer,
Facebook,
e-‐mail,
text
alerts,
mobile,
or
directly
on
your
website.
Use
adver@sing
to
promote
these
op@ons.
Mul@media
rules
moms’
worlds
Videos,
games,
digital
media,
and
mobile
apps
that
engage,
assist,
entertain
and
inform
For
example,
Blendtec's
"Will
It
Blend?"
YouTube
campaign
(just
as
easily
converted
into
an
infomercial)
showcased
the
company's
blender
power
in
a
very
afen@on-‐
geYng
way.
The
campaign
was
such
a
huge
hit
that
within
two
years,
retail
blender
sales
increased
by
700
percent!
20
21. Make
it
personal
–
improves
conversion
rates
and
reten@on
rates
(vs.
segmenta@on-‐
based)
MomsRising
-‐
a
tool
that
lets
users
personalize
a
video
using
Mom's
name
You
could
also
try
personalizing
to
Mom's
needs
and
lifestyle,
like
Swiffer's
"Cleaning
Personality"
campaign.
21
