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Social mediaWhat’s going on
Presentation by Richard Stacy to PRCA Food & Drink Group
12 August 2009
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Why I am not going to talk about Twitter
2003 2004 2005 2006 2007 2008
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Why I am not going to talk about Twitter
2003 2004 2005 2006 2007 2008
• Tools are coming and going all the time • The future of even the well established ones is still in doubt
• If you base your strategy on the latest ‘bright shiny things’ you will always be changing your strategy
• If you understand ‘what’s going on’behind all these tools your strategy will be future proof
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Traditional media Social media
Its different
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Traditional media Social media
Its different
You wouldn’t drive your car into the ocean or try to take a sailing dingy to Tesco
But lots of people are doing this with social media, assuming it is just a new channel – its not
If it worked with traditional media it almost certainly won’t in social media
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Why is it different?
Clay ShirkyHow cellphones, Twitter, Facebook can make history
Presentation at the State Department, Washington DC, June
2009
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The Connected Crowd
Red Lines = one-to-many mass messages(i.e. the way we have always done it)
Green Lines = social media space - highly specific, individualised, communication Some call it nonsense, but it is connected nonsense (just like the contents of your head)
Red line communication just doesn’t work in social media
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The Connected Crowd
Be useful
So how do you exert influence in the world (network) of connected nonsense?
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Sacred objects of social media usefulness
The sacred cow of Content
The silver bullet of Conversation
The holy grailof Community
Different Lots more
The home ofinfluence
The new media
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Content: liberate what you have
• In the ‘Old World’ we locked-up content in web sites, newspapers, press releases
• The world of social media is all about creating information that is mobile and can live in many different places – blog posts, tweets, status updates
• So the first step with content is to liberate and optimise the stuff you already have
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Content liberation: the first four steps
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Content liberation: the first four steps
Populate your YouTube‘real estate’ – its the World’s no.2 search engine
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Content liberation: the first four steps
Flickr is the world’s all your photo library –
key images should be in it
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Content liberation: the first four steps
Social media news releases –they penetrate social
media they are proven to improve coverage traditional media
not only do
in
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Content liberation: the first four steps
Social media newsrooms –an easy to use platforms
(as well as allowing you to do other useful stuff)
that automatically optimises your content
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Content: think gravity
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Content: think gravity
• Issac Newton’s law of gravity basically said “the more mass you have, the greater the attraction”
• That is sort-of how it works with content in social media
• You don’t want one-off smash and grab, here today gone tomorrow content – you want a mass of gravitational content that will attract people over a long period of time
• It is detailed, it is niche and it can be inserted into conversations – therefore it is USEFUL
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Conversation
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Conversation
Don’t expect tools such as these to monitor the conversation or
provide the information you need to design and operate a social
media strategy
They are not specific or real-time enough and they focus on places as
centres of influence
However, the conversation is a space, not a place, and it comes
and goes in real-time
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Conversation: tracking the space
The most important tool to have is something that monitors social
media spaces in real time. Without one of these you can’t
‘do’ social media
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Conversation: 24/7 monitoring panel
You need one of these – a 24/7 real-time monitoring panel,
specific to each client, that you use to stay in touch with what is
happening AS IT HAPPENS
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Conversation: 24/7 monitoring panel
• The good news is you can’t buy one of these – you have to make them, using freely available tools
• The other good news is that they only work if someone is watching them and extracting information and analysis from them
• i.e. they are a service, more than a product and this is a service you should be selling to every single one of your clients - NOW
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Conversation: talking back
• Once you know what the conversations are, you will probably need to join in
• This can seem difficult – i.e. there are millions of people / consumers out there all talking = too much information to deal with
• Fortunately, while you may have millions of consumers there are only four conversations they are prepared to have with you– The your product or service is good conversation
– Your product or service is bad conversation– The “how to / what is” conversation– The “make a new one / make it better”conversation
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Conversation: talking back
“Your product or service is good”So say “thanks”
“Your product or service is bad”Say what you are doing to fix it, or why
you can’t fix it
“What is your product or service?”Provide the links to the content that explains this / tells them your story
(P.S. Never a link to an ad.)
“This is how your product or service could be better”
Create a space where all this information can be shared
(Check out Getsatisfaction.com)
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Conversation: talking back
“Your product or service is good”So say “thanks”
“Your product or service is bad”Say what you are doing to fix it, or why
you can’t fix it
“What is your product or service?”Provide the links to the content that explains this / tells them your story
(P.S. Never a link to an ad.)
“This is how your product or service could be better”
Create a space where all this information can be shared and discussed
(Check out GetSatisfaction.com)
This is basically Every organisations’ Social Media
Strategy on
One Piece of Paper
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Conversation: example
I recommended AideRSS to a fellow twitterer and AideRSS were
listening, got back and said
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The future of customer service
• Prediction: Within 5 years all of customer service will have moved to Twitter
• Because if someone has a question they will simply use Twitter (or its replacement) to ask it. And they will expect one of three things to happen:– The company concerned to be listening and respond with
the answer– Someone else who is monitoring the space (perhaps a
competitor) to provide the answer– If the answer isn’t satisfactory, they will be contacted
by the digital community that is pressuring for a satisfactory answer
• This is why Twitter is not a fad – but a front-line tool for engaging the power of the Connected Crowd
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Community: what not to do
Huggies paid money to place (dump) their own ‘zone’within this mother’s
community
Why was this not sensible?See next page
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It was not sensible because...
• Circle of Moms may be a big community – but it is still only one of many hundred (possibly thousands) of parenting communities
• All of these parenting communities contain only a fraction of the total conversation about parenting issues
• In any case – there is no point in creating your own zone – the action is happing in the ‘zones’that community members have created for themselves
• And it doesn’t cost you any money to be here
• This is a classic example of driving a car into the ocean – crunching a traditional media approach into social media. Not surprisingly it was an idea of Huggies digital and media agencies
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What Huggies should have done
• Listened to the conversation that was going on• Worked out which bit of it was relevant to their
product (i.e. Just the bit of parenting that is about dealing with the messy stuff that comes out of the middle bit of kids)
• Produced content / initiatives that responded to the issues this conversation highlighted
• Talked to people in the places where the conversation was happening
• Media cost – zero• Time and content production cost – miniscule
compared to the cost of an ad
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Community: summary
• Don’t see community as a way to engage with your whole audience
• Never rent space in a community• Work out how to support existing communities with content and conversation (rather than create your own community)
• If you are creating a community – keep it small (brand loyalists, employees)
• Adopt an outpost strategy – e.g. an outpost in Facebook, never a paid-for “walled garden” within Facebook
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Beware: The Trough looms!
Most organisations are here
Tacticalopportunity
Strategic opportunity
Dell is here
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Make sure your client’s social media initiatives
don’t end up as one of these
I am here to helpRichard Stacy
[email protected]://richardstacy.com
@richardstacy