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SOCIAL MARKETING 101: Presented at the 2009 MIMA Summit by Greg Swan (Weber Shandwick) and Nathan T. Wright (Lava Row)
The Age of Spiritual Machines: By 2020 we’ll have computers that are self-aware and will demand civil rights, but in the meantime… The Tipping Point: little changes can have big effects; when small numbers of people start behaving differently, that behavior can ripple outward until a critical mass or &quot;tipping point&quot; is reached, changing the world. he “stickiness” factor says that there are specific ways to make a contagious message memorable; there are relatively simple changes in the presentation and structuring of information that can make a big difference in how much of an impact it makes. The Wisdom of Crowds: &quot;under the right circumstances, groups are remarkably intelligent, and are often smarter than the smartest people in them.“ Naked Conversations: Blogs are changing the way businesses talk with their customers – the more transparent, the better The Long Tail: the big revenuedoesn't come from the handful of blockbusters so much as from the catalogue of little titles: powerlaw curve, where the vast majority of VOLUME is comprised of very few products, and the vast maority of PRODUCTS individually pull a very small number of sales. Herd: humans copy each other – whether it’s fashion or thought-leadership, it’s in our DNA to let leaders influence us Tribes: lasting and substantive change can be best effected by a tribe: a group of people connected to each other, to a leader and to an idea Here Comes Everybody: New technologies enable new kinds of groups to form., although the message is key with a “plausible promise” Trust Agents: who aren’t marketers or salespeople but are digitally savvy people who use the Web to humanize businesses using transparency, honesty, and genuine relationships. As a result, they wield enough online influence to build up or bring down a business's reputation.
Google Alerts: http://www.google.com/alerts Google Reader: http://reader.google.com
Know Your Audience Who is passionate about your brand? What will motivate participation? Where do they hang out online? What do they do (video/tweet/photo)? Who influences them? Know Your Brand Will this add value? Is the “ask” consistent with your brand’s core values? Will brandfluencers instantly “get it” and participate? Be transparent Open share video views, submissions Be up front with the fine print (e.g., all photos submitted may be used anywhere for infinity) Incentivize Everyone loves a horserace. Prizes are great, but.. Cash and prizes don’t always motivate as well as fame and tchotchkes Evaluate, Adjust, Repeat A two-week campaign could take 12 months to plan if done well…or two weeks. Learn today for next time.
Google’s new Sidewiki opens a sidebar on any web page that allows anyone to post and read comments about Web pages they are visiting. Visitors can leave comments about the web page content – both positive and negative, leave behind links or additional information, or simply express their opinions. Google says Sidewiki has an algorithm that will sort the comments – from valuable to least valuable Web site owners have little to no control over the comments. They can’t edit them. They can’t delete them. And anyone using Sidewiki will have access to all of the comments left behind. Implications: Can protesters target a company with Sidewiki comments and bombard them with negative commentary? Will companies eventually be able to buy ads on their competitor’s Sidewikis? What will happen to blatantly erroneous comments?
<ul><li>Use free tools like Google
Alerts & Google Reader </li></ul><ul><li>to track mentions of your name, your company’s name, </li></ul><ul><li>competitors, relevant topics for “as-it-happens” notifications. </li></ul><ul><li>Paid services: Radian6, ScoutLabs, FiltrBox, Techrigy, Microsoft’s Looking Glass </li></ul>
Google is your friend 1.26
billion search engine queries every day, globally. - Piper Jaffray & Co. Google has 72% of all U.S. searches. - Hitwise, October 2008 “ Your reputation is shaped by ten blue links on a white background.” - Andy Beal
Be honest. Be responsive. Be
respectful. Be human. Be enthusiastic. Don’t market. Listen and converse. Be transparent (No astroturfing). Ready to join the conversation?
Choose a path that works
for you. Start tweeting, blogging, livestreaming w/ purpose. Provide blog-friendly info (Top 10 lists, etc.) Share the love: Make it about others, not just you. Link to MSM, other blogs, add your two cents. Get started publishing your own content:
<ul><li>Largest age population: 35-49 year
olds (42%) - Nielsen Online, March 2009 </li></ul><ul><li>Fastest-growing segment: 12-24 year olds </li></ul><ul><li>comScore, September 2009 </li></ul><ul><li>Most popular among working adults </li></ul><ul><li>- Nielsen Online, March 2009 </li></ul>Who is using it?
300 million+ users and growing.
5 billion minutes spent on Facebook each day. Women over 55 are the fastest-growing demo. Your mom will join this year. www.myparentsjoinedfacebook.com Facebook stats:
Foster an organic community around
your company/brand using Facebook Pages. (NOT Groups or Profiles!) Experiment with micro-targeted ads. Excellent for cause- and advocacy-related marketing. Extend Facebook functionality to your site. Starter moves for Facebook:
More reasons to use Facebook
Pages “ Get more fans with SMS” feature Try it! Text “fan lavarow” to 32665 (FBOOK) Text “fan perfectporridge” to 32665 (FBOOK) INSIGHTS
Use it as your living,
breathing resume. Fill out your profile to become more findable. Take advantage of recommendations. Research employees, competition, prospects. Position yourself as an expert (LinkedIn Answers). Utilize your social graph for introductions. Starter moves for LinkedIn:
“ The FTC Guides that
are to be released very soon are certainly going to require disclosure by bloggers or representatives of the advertisers of material information.” - Tony DiResta Blogger outreach: Know the rules
Best practices for user-generated marketing
Know your audience. What motivates them? Know your brand. Will this add value? Be transparent with the fine print. Incentivize. (Prizes, fame, etc.) Evaluate, adjust, rinse, repeat.
Grows by 30 million words
per month. 20 million homepage views per day. Critical to SEO. (usually in top 3 results of Google searches) 1% of all Wikipedia users are editors of content. Number of articles exceeds 13 million. Wikipedia stats:
Don’t edit articles about you
or your company. (and don’t hire someone to do it!) Factual errors? Join the discussion and cite third-party links verifying information. Monitor and subscribe to relevant entries. Be thick-skinned. Wikipedia best practices:
Social commenting will be attached
to everything and “unlockable” via browser… “ The impacts are far reaching, now every web page on the Internet is social and can have consumer opinion – both positive and negative.” - Jeremiah Owyang