Social Media 101 - my Marketing Now presentation

transcript

Social Media 101Simon Young, iJumpwww.iJump.co.nz

Social Media 101by Simon Youngwww.ijump.co.nz

In this presentation

•Why Social Media is important to you

•The mindset and the toolset

•How to find your target audience

•How to launch a social media campaign

But first...

Meme (meem, n): a concept that spreads quickly

from person to person via the internet.

MARKETING

Are we doing it wrong?

Let’s take another look

How do you feel being targeted?

...or having a campaign launched at you?

Your customers are just the same

From“Marketing To”

to“Marketing With”

By understanding what’s going on

By understanding what’s going on(And how social media fits in)

Part One: The Small Picture(What is Brand?)

Part Two: The Big Picture(Revolution!)

Part Three: The New Dimension

Part Four: What it looks like

Experience is brand.

Experiences spread fast!

“Revolution is ... the violent transfer of power and property in the name of

an idea”

Jacques Barzun

(A bit harsh)

Bloody hard work

Social Media in Australiaand New Zealand

•Roughly 75% of both Australia and NZ’s population is online

•50% of Australians use social networking sites

•90% of online kiwis are involved in social networking

As for the future, your task is not to foresee it,

but to enable it.Antoine de Saint-Exupery

Your response

Risk = Danger

Risk = Fun!

Face-to-Face

Social Media

Face-to-Face

Broadcast

Data-driven

Two-wayPersonalised

But not scalable

Face to Face

But not two-way

personalisedhuman

Scalable!

Broadcast

PersonalisedScalable

But not really two-wayand not human...

Data-Driven

Two-wayPersonalised

HumanScalable?

Social Media

√√

What is social media?

•Reached 44.5 million people worldwide in June 2009

•eMarketer predicts 18 million users in 2010

•54% of Fortune 100 companies use Twitter

•NZ and Australia in the top 6 Twitter populations in the world

•Visits from Australia to Twitter grew 1067% from beginning of 2009!

•Relationship-building

•Real-time

•Conversational

•“Behind-the-scenes”

•Over 300 million members worldwide - fast becoming mainstream

•29% of Fortune 100 companies actively use a Facebook Fan Page

•Biggest demographic: 35-54 year olds

•Just over 1 million members in NZ, 5.8 million in Australia

•38% reach of Australians online

•Individual profiles

•Fan pages

•Social advertising

•The original social media. Turns 10 this year!

•184 million people worldwide have started a blog

•2 comms/PR issues: corporate blogging, and blogger relations

•32% of Fortune 100 use corporate blog(s)

•82% of NZers read blogs, 17% create them

•69% of Aussies read blogs, 40% have started one

•Build thought leadership

•Have a quick way to communicate in crises

•Tell your own story, directly

•“Facebook for business” (But older than Facebook!)

•80% of companies using LinkedIn as a primary tool to find employees

•Traffic has doubled since July last year; ~13 million visitors in Jul 09

•637,000 Australian users

•SAP has purchased a stake in LinkedIn

•Company profiles

•Groups

•Questions and Answers

√ √

MARKETING

Target AudiencePartners

How do we findpartners/

fans/advocates?

Listen

Nowadays, everyone can be...

Be a consumer before being a creator

A Listening Station

•There to fetch information for you

Feedreader

•A home for your RSS feeds

Firefox

•Your social media-friendly vehicle for navigating the web

iGoogle

•All your vital information in one screen - powered by RSS feeds!

Why listen?Being Being

relevant!relevant!Lead Lead

GenerationGenerationBuilding Building

RelationshipsRelationships

Supporting Supporting AdvocatesAdvocates

Correcting Correcting MisinformationMisinformation

Spot Spot opportunities opportunities and problemsand problems

•How to find your target audience partners

√ √

“Social media is not a campaign, it’s a commitment”

Scott Monty, FordScott Monty, Ford

Talking

Be yourselfBe yourselfBe Be

transparenttransparent

Have Have boundariesboundaries

Whose voice?

What if people say bad things?

Converse

Conversation Possibilities

InnovationInnovation LoyaltyLoyalty

AdvocacyAdvocacy PartnershipPartnership

How do we plan?

What just happened?

•How to launch a social media campaign social media presence!

√ √

Your response

Face-to-Face

Social Media

Face-to-Face

Broadcast

Data-driven

Two-wayPersonalised

HumanScalable?

Social Media

Listen

Converse

Thanks for viewing this! Find out more at:

http://ijump.co.nz/contacthttp://ijump.co.nz/subscribe

http://ijump.tv/

http://twitter.com/audaciousgloophttp://twitter.com/ijump

What will your “one small step”

Small steps to try

•Set up a Google alert for your brand

•Get started on Twitter

•Sign up for Google reader and subscribe to blogs

• Join a group on LinkedIn - and actually contribute! :)

•Start the conversation in your organisation

Whatever you do ... do something!do something!

Who’s using it?

“A good plan violently executed now is better

than a perfect plan executed next week.”

George S Patton

And... don’t do it alone don’t do it alone

www.iJump.co.nz/subscribe

www.iJump.co.nz/contact

www.iJump.tv

twitter.com/iJumptwitter.com/audaciousgloop

Social Media 101Simon Young, iJumpwww.iJump.co.nz

Social Media 101by Simon Youngwww.ijump.co.nz

Welcome to the iJump intro in a box. iJump is a consultancy that helps organisations build co-creative relationships with their stakeholders. Right now we do that through social media.

But first...

Meme (meem, n): a concept that spreads quickly

from person to person via the internet.

MARKETING

Let’s take another look

...or having a campaign launched at you?

Your customers are just the same

From“Marketing To”

to“Marketing With”

By understanding what’s going on

By understanding what’s going on(And how social media fits in)

In this presentation, we’ll explore...

...small picture branding - what you think your brand is, and what your customer thinks your brand is.

We’ll explore the invisible revolution that’s taking place around the world. We’ll look at why it’s happening, and how it’s likely to affect you.

Then we’ll talk about the fourth dimension of communication that you need to take the leap into, in order to succeed in the revolutionary world.

Finally, we’ll look at what the fourth dimension looks like - how companies like yours are using social media to communicate in a fourth-dimensional way.

How many business presentations have you been in where someone says a new technology will “revolutionise” your business?

And they say this as if it’s a good thing, right?

The sad thing is, revolutions usually aren’t good news for anyone who is * secure* wealthy* powerful* established

April 25, 2006 was a stormy night, to say the least,

... and a very busy one at the insurance call centre where iJump cofounder Marie Young worked.

Floods, fallen trees, damaged property ... Marie's team had to be fast on their feet, keeping people and property out of danger.

To make it more complex, the call centre represented several insurance brands, not just one. Each of those brands had invested a lot in brand identity - logos, TV commercials, brochures...

But for those customers that night, the brand was the other end of the phone. If Marie's team failed, the ads and logos were all in vain. And if they succeeded, those marketing efforts became part of an overall positive experience.

Experience is brand.

Experiences spread fast!

Now we’ll look at small picture branding, or, what the revolution looks like, up close.

“Revolution is ... the violent transfer of power and property in the name of

an idea”

Jacques Barzun

In the book "Dawn to Decadence", historian Jacques defines a revolution as "the violent transfer of power and property in the name of an idea".

He goes on:

We have got into the habit of calling too many things revolutions. Given a new device or practice that changes our homely habits, we exclaim: "revolutionary!" But revolutions change more than personal habits or a widespread practice. They give culture a new face.

By this definition, we are indeed in revolutionary times.

Let's take a quick peek at revolutions in the past.

?Several hundred years ago, people started asking "Why do we have kings and queens? What use are they to us?"

(A bit harsh)

Some questioning was a bit harsh ...

other responses were a tiny bit more measured... But whether the protest was peaceful or violent, the message was the same - the people had discovered their power to choose, and there was no turning back.

Painfully, in fits and starts, and with many mistakes, modern democracy was born.

But why did people start asking the questions which led to the revolution?

Because technology made it easier to find and spread information - and therefore new ways of thinking.

The invention of the printing press in 1439 changed the way information spread. First books, then newspapers, then pamphlets made information easy to package and replicate. Anyone could be a publisher - as long as they had paper, ink and a printing press.

And yet the technology was just an enabler. It enabled differing viewpoints to spread, and challenge the status quo. It enabled people to organise themselves with like-minded people.

Bloody hard work

But being a revolutionary took dedication and effort. Printing presses cost money. Taking part in a revolution often cost your life. That's why things had to be really, really bad for people to take action.

But today, the revolution is largely invisible.

And it's happening to large organisations - businesses, governments, educational and religious institutions.

?The question is very similar to the one that sparked previous revolutions: "Why do we have these large organisations? What use are they to us?"

The cause is the same, too. Technology speeds the spread of information, and people discover alternatives and challenges to the status quo.

Social media is the most dramatic example of how fast information can spread. A customer complaint - or a "wow" experience - can reach thousands of people in mere seconds.

Social Media in Australiaand New Zealand

•Roughly 75% of both Australia and NZ’s population is online

•50% of Australians use social networking sites

•90% of online kiwis are involved in social networking

The difference between this revolution and those in the past is that being a revolutionary is easy. You don't need a printing press, and you don't need to be willing to die for an idea. You just need to be interested enough to pass it on.

You can be part of the revolution without even leaving your chair!Revolutionary behaviour could be:

* Inventing a disruptive innovation that might put you out of business. Not many people do this. * Asking a question that leads someone else to think of a disruptive innovation. More people do this! * Sharing a negative customer experience that gets people mad. Lots of people do that!

This phenomenon is found in just about every online community. It's called the 90-9-1 rule. One percent actively create change, nine percent get involved with that change as curators, editors or active spreaders; and ninety percent are audience. The difference now is that an idea thought of at 6am in Auckland, New Zealand can be known worldwide in a matter of hours. That has never been possible before.

As for the future, your task is not to foresee it,

but to enable it.Antoine de Saint-Exupery

Your response

The French Revolution didn't end well. The monarchy reached a bloody end, and the vaccuum that resulted led to mob rule, anarchy and eventually dictatorship.

At around the same time, the British monarchy were facing similar questions from their people. They avoided bloody revolution by embracing incremental change (evolution, not revolution), dialogue with the people, and pursuit of goals that would benefit both the monarchy, and the people. This evolutionary approach to revolution forged a new relationship between the people and those in power.

What would your organisation prefer? The guillotine? Or dialogue, leading to pursuit of common goals?

Risk = Danger

Risk = Fun!

Face-to-Face

Social Media

Face-to-Face

Broadcast

Data-driven

Two-wayPersonalised

But not scalable

Face to Face

But not two-way

personalisedhuman

Scalable!

Broadcast

PersonalisedScalable

But not really two-wayand not human...

Data-Driven

Two-wayPersonalised

HumanScalable?

Social Media

√√

•Reached 44.5 million people worldwide in June 2009

•eMarketer predicts 18 million users in 2010

•54% of Fortune 100 companies use Twitter

•NZ and Australia in the top 6 Twitter populations in the world

•Visits from Australia to Twitter grew 1067% from beginning of 2009!

•Relationship-building

•Real-time

•Conversational

•“Behind-the-scenes”

•Over 300 million members worldwide - fast becoming mainstream

•29% of Fortune 100 companies actively use a Facebook Fan Page

•Biggest demographic: 35-54 year olds

•Just over 1 million members in NZ, 5.8 million in Australia

•38% reach of Australians online

•Fan pages

•Social advertising

•The original social media. Turns 10 this year!

•184 million people worldwide have started a blog

•2 comms/PR issues: corporate blogging, and blogger relations

•32% of Fortune 100 use corporate blog(s)

•82% of NZers read blogs, 17% create them

•69% of Aussies read blogs, 40% have started one

•Build thought leadership

•Have a quick way to communicate in crises

•Tell your own story, directly

•“Facebook for business” (But older than Facebook!)

•80% of companies using LinkedIn as a primary tool to find employees

•Traffic has doubled since July last year; ~13 million visitors in Jul 09

•637,000 Australian users

•SAP has purchased a stake in LinkedIn

•Company profiles

•Groups

•Questions and Answers

√ √

MARKETING

Target AudiencePartners

How do we findpartners/

fans/advocates?

Listen

Nowadays, everyone can be...

Be a consumer before being a creator

A Listening Station

•There to fetch information for you

Feedreader

•A home for your RSS feeds

Firefox

•Your social media-friendly vehicle for navigating the web

iGoogle

•All your vital information in one screen - powered by RSS feeds!

Why listen?Being Being

relevant!relevant!Lead Lead

GenerationGenerationBuilding Building

RelationshipsRelationships

Supporting Supporting AdvocatesAdvocates

Correcting Correcting MisinformationMisinformation

Spot Spot opportunities opportunities and problemsand problems

√ √

“Social media is not a campaign, it’s a commitment”

Scott Monty, FordScott Monty, Ford

Talking

Be yourselfBe yourselfBe Be

transparenttransparent

Have Have boundariesboundaries

Whose voice?

What if people say bad things?

Converse

Conversation Possibilities

InnovationInnovation LoyaltyLoyalty

AdvocacyAdvocacy PartnershipPartnership

How do we plan?

What just happened?

•How to launch a social media campaign social media presence!

√ √

?Several hundred years ago, people started asking "Why do we have kings and queens? What use are they to us?"

?The question is very similar to the one that sparked previous revolutions: "Why do we have these large organisations? What use are they to us?"

Your response

The French Revolution didn't end well. The monarchy reached a bloody end, and the vaccuum that resulted led to mob rule, anarchy and eventually dictatorship.

At around the same time, the British monarchy were facing similar questions from their people. They avoided bloody revolution by embracing incremental change (evolution, not revolution), dialogue with the people, and pursuit of goals that would benefit both the monarchy, and the people. This evolutionary approach to revolution forged a new relationship between the people and those in power.

What would your organisation prefer? The guillotine? Or dialogue, leading to pursuit of common goals?

Face-to-Face

Social Media

Face-to-Face

Broadcast

Data-driven

Two-wayPersonalised

HumanScalable?

Social Media

Listen

Converse

Thanks for viewing this! Find out more at:

http://ijump.co.nz/contacthttp://ijump.co.nz/subscribe

http://ijump.tv/

http://twitter.com/audaciousgloophttp://twitter.com/ijump

What will your “one small step”

Small steps to try

•Set up a Google alert for your brand

•Get started on Twitter

•Sign up for Google reader and subscribe to blogs

• Join a group on LinkedIn - and actually contribute! :)

•Start the conversation in your organisation

Whatever you do ... do something!do something!

Who’s using it?

“A good plan violently executed now is better

than a perfect plan executed next week.”

George S Patton

And... don’t do it alone don’t do it alone

www.iJump.co.nz/subscribe

www.iJump.co.nz/contact

www.iJump.tv

twitter.com/iJumptwitter.com/audaciousgloop

Social Media 101 - my Marketing Now presentation

Business