Social Media Today: The Rise of the Planned Opportunists
Terry “Starbucker” St. Marie
www.terrystarbucker.com@starbucker
A Little About Me
Been on social media since 2005, promoting my business writing as “Terry Starbucker”
Recently rebranded under the “More Human Leadership” banner
The State of Social Media
But first, a little golf story……
So Let’s Be Careful Out There
My Social Media Mentor
“Decide you must how to serve them best. A social media Jedi must have the deepest commitment, the most serious mind.. and use the right hashtag”- Yoda
Then….and NOW
1910 2014
Social Media Today….
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Imagine a giant watercooler conversation that covers 180 topics during a 15 minute coffee break…………
The Watercooler Rules
You can’t “Market” at the water cooler
It’s where they want to talk to each other - brands are there by invitation
Brands have to be a great guest at the water cooler--otherwise they are going to be sent back to the office
Into the Watercooler Circle, Come The Planned Opportunists
Exhibit “A”
Planned Opportunism
Reacting to chance events and human questions based on a mission and a set of values that reflect the product/brand, and its relationship with its customers
Remembering what we’re really selling
Putting ourselves in a position to be comfortable taking risks and taking advantage of opportunities, without layers of authorization
Playing “conversational jazz” – it’s important to choose a productive key with which to improvise
A Rose by Any Other Name….
PRO: “Trendjacking” is one of social media’s most powerful but yet underused tools. Learning to “jab” with trends gives you tremendous power . You can tailor content to any situation or demographic,you can spark interest in your product, and you can scale your caring” – Gary Vaynerchuck
CON: “It is not about adding value of any kind. It is simply standing next to a news story, as Forrest Gump might, only with a placard with your name on it.”- Anthony Miles
Your product here
Jazz on The Page
Tony does Jazz……..
Pictures Can Take the Place of A Heck of a Lot of Words
The headliner of the Short Attention Span Theater that plays to the giant watercooler
A “must-do” tactic for the planned opportunist
Images are processed 60,000 times faster than text
About those Selfies, Though…
Visual Has To Be Part of the Mix
Hey, Original Content Still Matters!! “Fuel” for sharing and interaction
“Whether you want to borrow a drill from someone on your street using NeighborGoods or you're looking to book an awesome pup sitter on DogVacay, the success of Airbnb over the past few years has helped to drive home this fact: social networks are built for sharing” – Amber Mac
Thinking more like publishers“There are tons of platforms where your customers can get information from, but it’s most important that they get it first from you.” – Harsh Ajmera
Breaking New Ground“Nirvana caused a huge shift in popular music by combining hard rock and punk to make something fresh. All great content is an intersection” – Brian Clark
Good Content Makes Deep Connections & Leads The Way
“The maker of the sentence launches out into the infinite and builds a road into chaos and old night, and is followed by those who hear him with something of wild, creative delight” – Ralph Waldo Emerson
And Don’t Forget The Customers…..
If you don't support customers on social, they'll be less likely to support you with their voices or wallets.
Loyalty now matters more than ever Helping people is the best kind of marketing
“All business is based on solving problems and earning a value from that. Using online platforms and being strategic is wonderful. But Twitter isn’t cool. Helping people is cool.”– Chris Brogan
A Helping Hand From The Planned Opportunist
Hilton Suggests - 100 Hilton employees seek out folks on Twitter, customers or not, who need help with travel, local activities, and more.
Be More Human
“Look, I’m a consumer, you’re a consumer. When we talk about the brands we love, it’s very human and natural. But when we try to talk to people like us, we blank out and turn into ‘Marketing Man.’ We lose that human nature, that empathy. If you take a technology perspective, you are forever reacting. The minute you take a step back and say, “What’s the bigger mission?” you start to realize what you are trying to do is change behavior. This relationship between cause and effect is very human. Once you articulate that vision, technology becomes an enabler. It starts to work for you.”
Brian Solis
The Shared Journey
Go from……..
Marketing ToMarketing AtMarketing For
To Marketing With
- Joanna Lord
The Hero’s Journey(thanks Nancy Duarte)
Beginning – Paint the picture of the audience’s current world
Call to Adventure (Turning point 1) – creating an imbalance by stating what could be juxtaposed to what is
Middle- contrasting content, alternating between what is and what could be
Call to Action (Turning Point 2) – Articulate the finish line for the audience to cross
End – Create a higher plane than where the audience began, with everyone understanding the reward in the future
Cross The Threshold – Audience is committed to taking action
The Hero’s Journey
Resonate…and go deeper
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou
The Planned Opportunist: Understands the mission and values Can write 140 characters & 1,000 words
equally as well Is always looking for connections with the
trend line ,the Hero’s Journey, and the customer
Is allowed to take risks and improvise Can integrate sound & visual seamlessly Is a HUMAN (and gives a darn) Decides they must how to serve them best
(thanks Yoda…)