Social Media - Making Friends & Influencing People

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A simple guide to using social media for brands

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EPW 20110324 Social Media- Making Friends & Influencing People SK003.ppt

makefriendsinuencepeople

howto

and

BBHAsiaPacicsguidetoharnessingthepowerofengagementmarke;ng

THERATIONALE

Socialmediacon;nuetoa>ractmorebuzzthanastadiumfullofvuvuzelashereswhy:

Socialmediasiteshavemorethan1billionusersworldwide1 Facebookalonehasmorethan640millionusers2 QQisnearlyasbig,with635millionusersinChinaalone3 InMarch2011,Facebookhasnearly150millionusersacrossAsia,with1.5millionnewusersjoininginthepastmonthalone4

ConsultancyVitruecalculatedthateachoneofabrandsfansonFacebookisworththeequivalentofUS$3.60inearnedmediavalue5

SOURCES:1.ESTIMATEBASEDONREPORTEDUSERFIGURESFROMVARIOUSSOCIALNETWORKS;2.FACEBOOK;3.TENCENT;4.SOCIALBAKERS;5.VITRUE.COM

THENEXTFRONTIER

Withcompellingnumberslikethese,thekeyques;onhasevolvedfromwhyshouldweconsidersocialmedia?tohowcanweharnessitspotenPal?

Therststepistoseesocialmediaforwhattheyare:anaddi@ontoalltheexis;ngwayswecaninteractwithpeopleandsharevaluewiththem.

Cri;cally,theyrenotasilverbullet:socialmediawontreplaceothermedia,wontmakeabadproductgood,andwontperformanymagic;theyresimplyonemore(albeitverypowerful)toolwecanusewhenitsappropriatetodoso.

10commandmentsofengagement

marke@ng

ENGAGEMENTMARKETING101

1. Startwithpeople,nottechnology2. Createconversa@ons,notcampaigns3. Usecontenttoinspirediscussion4. Deliverrealvaluetoaudiences5. Listenbeforeyoutalk6. Tellpeopleaboutyoureorts7. Bepreparedforawkwardsitua@ons8. Beresponsiveandadaptasyougo9. Takethingsslowandsteady10. Beinitforthelongterm 101

1.PEOPLE,NOTTECHNOLOGY

Facebook,QzoneandTwiUerarenttheanswer;theyresimplywaysofimplemenPngtheanswer.

Peopleocktothesesocialnetworksbecausetheyperceivevalueinwhattheyoer.

Thatvalueismostlikelysocialengagement:theopportunitytotalkwiththeirfriendsandsharethingsthatma>ertothemphotos,videos,links,theirmoodsandobserva;onsontheworld,etc.

Understandingtheirmo;va;onsiskeytounderstandinghowwecanaddvaluetoouraudiencesandbeawelcomepartoftheirsocialmediaexperience.

Contentisn'tking.IfIsentyoutoadesertislandandgaveyouthechoiceoftakingyourfriendsoryourmovies,you'dchooseyourfriendsifyouchosethemovies,we'dcallyouasociopath.Conversa@onisking.Contentisjustsomethingtotalkabout.

CoryDoctorow

2.CONVERSATIONSNOTCAMPAIGNS

Thetradi;onalbrandcommunica;onmodelreliesona>en;ongrabbingtac;cstowinpeoplesa>en;on,butdoesli>letosustainthata>en;ononcethecampaignisover.

However,thisleadstoperiodsofdiminishedengagement,whenbrandscanlosevalueandcompe;torscanclosein.

However,bysupplemen;ngthesereworkswithmorein;matecampreconversa;ons*,brandscansustainengagementoverlongerperiodsof;me,whileaddingaddi;onalvaluetorela;onshipswiththeiraudiences.

*MoreonthistopicfromJohnWillshire(@willsh)here: hUp://bit.ly/1sLMjM

3.CONTENTASINSPIRATION

Havingsaidthat,contentiss;llasimportantasever,butitsrolemustevolvetohelpustakeadvantageofnewopportuni;es.

Itscontribu;onshibstoinspiringconversa;onscrea;ngwatercoolermomentsthatgivepeoplesomethingtotalkaboutandenrichtheirownrela;onships.

Wecans;llsharecontentintradi;onal,massbroadcastchannelswhenappropriate;thekeychangeiscrea;ngthatcontentwithanendgoalofconversa;onsinmind.

4.SIZEISNTEVERYTHING

Asweshibourfocusawayfromaninterrup;onmodel,brandswillnolongerneedtorelyonhighimpactac;vi;es.

Somethingassimpleasashortstatusupdatecans;mulateconsiderablelevelsofconversa;onandbuildbrandanity.

Similarly,shortvideoclipswithmodestproduc;onqualityareperfectlysuitableonsocialsites,dependentonthetasktheyredesignedtoaddress.Evenusergeneratedcontentcanwork.

Thetrickistoshareonlycontentthataddsvaluefromtheaudiencesperspec;ve,andrecognisethattherearemanypoten;alwaystodothisfromepicTVCsthroughtosimplerepliestoFacebookcomments.

5.LISTENINGISTHENEWTALKING

Inspiteofsomelatentfearsaroundprivacy,ac;veusersofsocialnetworkingsitestendtoshareawealthofvaluableinforma;onabouttheirinterests,habits,andbrandpreferences.

Suchinforma;onisobenworthjustasmuch(andsome;mesmorethan)expensivemarketresearch.Andaswithmanyareasofsocialmedia,theonlycostintakingadvantageofitisthe;meittakesforsomeonetocollectandanalyseit.

However,tocon;nuetobenetfromtheseinsights,brandsmustearnthetrustoftheiraudiences,andonlyusesharedinforma;ontomutualadvantage.

6.LETTHEMKNOWYOUEXIST

Noma>erhowwellthoughoutorengagingabrandssocialnetworkingpresenceis,itcantachieveitsobjec;vesunlesspeopleknowitsthereandhowtondit.

Raisingawarenessofyoursocialmediapropertyandhighligh;ngthevalueitcanaddtoitsintendedaudiencearethecri;calrststepsonthepathtosuccess.

Crucially,peopleneedtounderstandwhytheyshouldgiveyouanyoftheir;measwitheverythingelseinmarke;ng,thatmustbeabouttheirneedsrst,notthebrands.

7.BEPREPARED

Brandscantexpecttopleaseallofthepeople,allofthe;me.

Inevitably,something,somewherewillgowrong.

Thetrickistoacceptthisreality,andbepreparedforwhenithappens.

Thismeanshavingaclearlyar;culatedalertandresponseprocessthatensurestherightpeoplecandelivertherightreac;onsintherightplacesattheright;mes.

Althoughsuchprocesseswontpreventproblems,theycanmi;gatetherisks,andavoidmolehillsbecomingmountains.

8.READY,FIRE,AIM

Becausetheyareareal;memedium,socialnetworkingsitesallowbrandstobecomehighlyresponsiveintheircommunica;ons.

Bestofall,socialmediaprovidetheperfectenvironmentforatestandlearnapproachtryingavarietyofdierentapproachesandtac;csatminimalcost,andadap;ngtheoverallstrategytomakebestuseofthesubsequentresults.

Buildinganexperienced,dedicatedteamtolookaberthebrandssocialmediaac;vi;esensuresitcantakeadvantageofeveryopportunity,howevertac;calortransitory.

MEASURINGUP

Thekeytomakingthemostofthattestandlearnopportunityisknowingwhatwesetouttoachieveintherstplace.

Whiletherearenorightorwrongmetricswhenitcomestomeasuringsocialengagement,everybrandshouldsetclearandrealis;cgoalsforwhatitexpectsitssocialac;vi;estodo.

Simplebeforeandabermeasurementsoftherelevantmetricswillprovideenoughinsightintowhetherac;vi;esaredoingwhatyouhopeandbestofall,youcangaintheseinsightsthroughthesamesocialchannelsatonlyamodestcost.

Youcanthurrylove,No,youjusthavetowait;Lovedontcomeeasy,

ItsagameofgiveandtakeTheSupremes(1966)

9.ONESTEPATATIME

Fewbrands(ifany)willachieveovernightsuccessinsocialmedia;deep,meaningfulrela;onshipstake;metobuild.However,therewardsarewellworththeeort.

Crucially,though,weneedtotakethingsatapacetheaudienceiscomfortablewith.Some;mes,theyllini;atethatrela;onshipforus,crea;ngtheirownbrandfanpages.

Other;mes,itmaytakemanymonthstobuildthedesiredmomentum.However,thisisalongtermmedium,sothatsneprovidedtheaudienceperceivevalueinwhatyouredoing,itsallworthwhile.

10.SOCIALENGAGEMENTISFORLIFE

Brandscantachievesuccessinsocialmediabydippinginanddippingoutitsalongtermcommitmentthatrequirescon;nuouseort.

However,aswithallvaluablerela;onships,thatextracommitmentwilllikelydelivercorrelatedrewardstoo.

Cri;cally,though,brandsshouldrememberthatsocialmediaareabusinessinvestment,andmustul;matelybuildthebrandsvalueiftheyaretojus;fytheirplaceinthemarke;ngmix.

Assuch,itsparamountthatbrandsiden;fythebestpeopleandpartnerstohelpbringtheirac;vi;estolife.

$

SimonKemp

EngagementPlanner,BBHAsiaPacic

simon.kemp@bbhasiapac.com.sg

@eskimon