The Chavez ImperativesPutting the Social Back in Social Media

Gil ChavezPresident

BC Consultingwww.consult-bc.com

1

Social Media Marketing is …

• Promoting brand, product, services through social media sites• By creating content that is shared or

• By encouraging user-generated content that is shared

• Within online social networks ….

2

4 SMMMSocial Media Marketing Myths

3

SMMM #1

“SMM will replace advertising”

• Maybe not…• “Although Banners and Newsletters were most likely to be

seen as ads, they were among the best at triggering purchase intent and viral recommendations. So again, traditional advertising may be the best choices depending on the goals of a campaign.” (Psychster research, March 10, 2010)

4

SMMM #2

“We marketers know exactly what we’re doing.”

• Yahoo! founded 1994 goes public 1995

• Google founded1998 goes public 2004

• MySpace founded 2003

• Facebook founded 2004

• YouTube 2005

• Twitter founded 2006

• Foursquare launched 2009

Rapid change makes it difficult to track what is happening.

5

SMMM #3 (Obama 2008 Part I)

“Social media wins presidential campaigns.”

Did Obama really win the 2008 election with SMM?

• Look at the numbers…• $427.6M on media

• $244.6M on TV broadcast

• $26.5M on Internet

6

SMMM #4

“Going viral will build my brand, drive sales and make me rich and famous”

• Probably not, • the odds are against it

• may go viral in a negatively humorous way

• may go viral without relating to your objectives

7

SMMM #4 – cont’d

“In the future everyone will be famous for 15 minutes.” – Andy Warhol

“On the web everyone will be famous to 15 people.” – David Weinberger, author of The Clue Train Manifesto

8

SMMM #4 – cont’d

“With SNS everyone will be famous for 15 minutes to 15 people.” – Gil Chavez

9

SO, ARE WE SCREWED?Kind of…but there is hope. As outlined in these two important books, the old rules still apply.

- Malcolm Gladwell, The Tipping Point

- Robert Cialdini, Influence – The Psychology of Persuasion

10

Malcolm's Answer

Gladwell’s Tipping Point analogy• An idea, like a virus, requires two things to spread:

• Stickiness

• Exposure

11

Malcolm’s Answer: How ideas spread

• Stickiness: This is your contagion’s strength• Useful, meaningful, emotional involvement

• Social Networks: This is your exposure• Diversity

Multiple influencers

• Commonality Common purpose, interests

12

Obama 2008 – Part II

• Obama didn’t win the 2008 election with SMM• But social media did help him a lot.…

• Community platform for most avid supporters to organize, communicate, and build support via their own networks

13

HOW CAN I DO THAT?Do-It-Yourself Social Media Campaign*

*(results may vary)

*(results vary)

14

CHAVEZ IMPERATIVES5/95 + 30 +7 Laws

Think Small

Think Involvement

Think Cialdini

15

Think Small

Passion is personal• Identify & Energize

• Core audience – 5% will recruit /influence the remaining 95

• Events• Personal – think in groups of 30 or less

• Audience• Build experience offline; reinforce online, WOM, content

sharing

16

5/95

Think Involvement

• Define experience and communicate it• Support what interests your audience; shared values

• Ownership• Allow core to refine, customize experience, for sense of

ownership and increased stickiness

• Herding cats• Retain control of the basic platform

• Kiss (Like & Retweet)

• Punch (Block & Delete)

17

30

Think Cialdini(abridged)

1) Laws of Commitment and Consistency• Incremental; In Writing; Public; Sacrifice

• Small rewards; Social proof; Like me -Like you; Familiarity

• Political activism and cults

2) Laws of Loyalty• Competition and peer pressure

• Sibling rivalry

18

7 L’s

Think Cialdini

3) Laws of Ritual• Vocabulary and way of doing things

4) Laws of Association• “My team” – associate w/ positive; disassociate w/

negative

5) Laws of Authority• Dear Leader; Be Like Mike

19

7 L’s

Think Cialdini

6) Laws of Scarcity• Banned to the best-seller list

7) Laws of Reciprocity• Something given usually results in multiple gain

20

7 L’s

CHAVEZ IMPERATIVES5/95 + 30 + 7 LawsThink Small

Think Involvement

Think Cialdini

21

Grand Finale!

Wake up, here it comes

22

Grand Finale!

• Higher level of involvement = higher level of sharing• Focus: on audience’s interests and support it

• Red Bull

• Build emotional involvement• Harley-Davidson

• Malcolm’s Answer• Amazon

• Cialdini’s Laws • Zappos

• 5/95 + 30• Beers for Books

23

They got it right

Amazon.com• The original social networking site

Red Bull• Events-oriented, sponsorship, Fly Days, high-profile

daredevil stunts build experience and exposure in mass and online media

Harley-Davidson• Actively supports participation in events, rider groups;

online facilitates connections, video uploads

24

They got it right – cont’d

Apple• Recognized the usefulness of Podcasting, incorporated it

into iTunes

Zappos• CEO Tony Hsieh built exceptionally cult-like corporate

culture

Beer4Books• Series of fundraising events supported online

25

CialdiniInvolvedSmall

CHAVEZ IMPERATIVES

26