Social Media Means

Sharing sideways!Sharing ControlReaping the Benefits

Remember These?

Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are

conducted in a human voice. Whether delivering information, opinions, perspectives,

dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.

People recognize each other as such from the sound of this voice.

The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

Hyperlinks subvert hierarchy. In both internetworked markets and among intranetworked

employees, people are speaking to each other in a powerful new way.

These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.

As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.

Cluetrain Manifesto

1999 Basic start of where we are now Promised the shift of control from marketers to the market—PEOPLE.

Tools evolved from here

Two Types of SM Brands

Informational Helpful info Useful apps White papers

Product-Oriented Reviews E-commerce Quieter more careful presence?

Real Winner: Hybrid!

No wall between brand and customer Free exchange of ideas Value proposition is larger, more patient

Free extensions of product in community

Benefits

Speeds up relationship building process

Humanizes brand Allows for real feedback

Risks

People might actually say what they think

You can’t half-bake it Have to own and address weaknesses

Social Concepts

Competition Visibility Wallpaper Screensavers Blogging Pics/Vids Forums Share-it Voting/Liking Linking to other sites Commenting In-mail boxes Games - fantasy / pickems,

virtual stickers, logos, trivia, contests?

Twitter Facebook

Mobile/iPhone Bookmarking/sharing sites Events Customization Widgets Responding Forwarding Events / Travel Packages Community Mgrs Searching/finding others Affinity programs Editorial contributions Job board Networking opportunities PayPal e-mail SMS

Basic Components of Social Approach

Listening FIRST Strategy for measuring sentiment Reaching out to confirm or deny that sentiment

Using REAL people with REAL voices Commitment to honesty and openness Commitment to consistent communication

Doing what you claim to promise!

What do you measure?

Reach and Positioning Unique monthly visits Time on site Overall volume Share of voice within category or brand family Search visibility

Preference Sentiment index (% positive - % negative) in social

media Share of positive voice in social media, within category Relative Net Promoter Score, absolute or within category

Action Registrations Sales Advocacy

What Does Commitment Mean?

Sharing valuable info without expectation of reward

Being there every day Treating customers as people Accepting invitations to connect and then connecting

If you write a blog, invite cooments and respond

Solve problems without marketing

Social Tools

Listening platforms Radian6, PRNewswire, Nielsen, etc.

STRATEGY First Gauging the conversation map How to respond, what to measure, knowing success

AVAILABILITY wherever your people are Web Mobile Offline

Facebook Connect

What NOT to Do

Ignore what is said about your brand Blast anonymous marketing messages Hide personality, stifle conversation Lie, be fake http://www.valleyprblog.com/social-media/secs-social-media-policy-bad-pr/

Quit talking and reaching out

Good Examples

All put a human face on a brand or meet the audience where they are Livestrong Whole Foods Chicago Tribune Rowdy UVA Mad Men Humane Society Michael Waltrip

Livestrong

http://www.livestrong.com/ http://www.facebook.com/livestrong Everywhere fans are

Facebook, Web, iPhone app Using Facebook Connect

Adding value, creating a lifestyle brand Sharing content without expectations People give and help out of sense of gratitude

Whole Foods

http://www.wholefoodsmarket.com Using social tools to make life better through recipes, advice, etc.

Using podcasts, social tools, blogs, forums, Facebook, iPhone

TALK TO US - they want input

Chicago Tribune

http://www.facebook.com/coloneltribune

Fun, useful, open Self-deprecating Puts human face on a news brand Provides value beyond self-interest

News, stories from additional sources

Rowdy Racing News

http://www.rowdy.com http://www.facebook.com/rowdyracing All media represented

Facebook, Twitter, web, radio, SMS Gives fan a voice Hots communicate directly with fans Total access, sharing tools, UGC Recognized alternative to NASCAR official position

UVA

https://uva.affinitycircles.com/virginia/home

Great use of social tools to be everywhere alums and students are Social net, Alumni site, Facebook

Recognized early that the barriers between students and alums was breaking down

Mad Men

http://www.amctv.com/originals/madmen/

Fun social tools for showing your affinity Mad Men Yourself, Facebook presence, Twitter characters, interactive games, iPhone app

Humane Society

http://www.facebook.com/HumaneSociety With over 132K fans and 13K followers, the Humane Society of the United States has seriously tapped into the social Web

"real people" behind their profiles Brand Ambassador Carie greets you from Twitter CEO Wayne Pacelle's blog posts and appearances HSUS reps continually answer member questions and encourage those who post to the Wall

Michael Waltrip, NASCAR Driver

His use of Twitter to raise aware ness of his camps, comment on NASCAR, and provide a glimpse of the sport from the inside has a lot of support.

He uses his real voice, keeps it light, has fun

26 More…

http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/