Social Media - Making Friends & Influencing People

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A simple guide to using social media for brands

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<p>EPW 20110324 Social Media- Making Friends &amp; Influencing People SK003.ppt</p> <p>makefriendsinuencepeople</p> <p>howto </p> <p>and </p> <p>BBHAsiaPacicsguidetoharnessingthepowerofengagementmarke;ng</p> <p>THERATIONALE</p> <p>Socialmediacon;nuetoa&gt;ractmorebuzzthanastadiumfullofvuvuzelashereswhy:</p> <p> Socialmediasiteshavemorethan1billionusersworldwide1 Facebookalonehasmorethan640millionusers2 QQisnearlyasbig,with635millionusersinChinaalone3 InMarch2011,Facebookhasnearly150millionusersacrossAsia,with1.5millionnewusersjoininginthepastmonthalone4</p> <p> ConsultancyVitruecalculatedthateachoneofabrandsfansonFacebookisworththeequivalentofUS$3.60inearnedmediavalue5</p> <p>SOURCES:1.ESTIMATEBASEDONREPORTEDUSERFIGURESFROMVARIOUSSOCIALNETWORKS;2.FACEBOOK;3.TENCENT;4.SOCIALBAKERS;5.VITRUE.COM</p> <p>THENEXTFRONTIER</p> <p>Withcompellingnumberslikethese,thekeyques;onhasevolvedfromwhyshouldweconsidersocialmedia?tohowcanweharnessitspotenPal?</p> <p>Therststepistoseesocialmediaforwhattheyare:anaddi@ontoalltheexis;ngwayswecaninteractwithpeopleandsharevaluewiththem.</p> <p>Cri;cally,theyrenotasilverbullet:socialmediawontreplaceothermedia,wontmakeabadproductgood,andwontperformanymagic;theyresimplyonemore(albeitverypowerful)toolwecanusewhenitsappropriatetodoso.</p> <p>10commandmentsofengagement</p> <p>marke@ng</p> <p>ENGAGEMENTMARKETING101</p> <p>1. Startwithpeople,nottechnology2. Createconversa@ons,notcampaigns3. Usecontenttoinspirediscussion4. Deliverrealvaluetoaudiences5. Listenbeforeyoutalk6. Tellpeopleaboutyoureorts7. Bepreparedforawkwardsitua@ons8. Beresponsiveandadaptasyougo9. Takethingsslowandsteady10. Beinitforthelongterm 101</p> <p>1.PEOPLE,NOTTECHNOLOGY</p> <p>Facebook,QzoneandTwiUerarenttheanswer;theyresimplywaysofimplemenPngtheanswer.</p> <p>Peopleocktothesesocialnetworksbecausetheyperceivevalueinwhattheyoer.</p> <p>Thatvalueismostlikelysocialengagement:theopportunitytotalkwiththeirfriendsandsharethingsthatma&gt;ertothemphotos,videos,links,theirmoodsandobserva;onsontheworld,etc.</p> <p>Understandingtheirmo;va;onsiskeytounderstandinghowwecanaddvaluetoouraudiencesandbeawelcomepartoftheirsocialmediaexperience.</p> <p>Contentisn'tking.IfIsentyoutoadesertislandandgaveyouthechoiceoftakingyourfriendsoryourmovies,you'dchooseyourfriendsifyouchosethemovies,we'dcallyouasociopath.Conversa@onisking.Contentisjustsomethingtotalkabout.</p> <p>CoryDoctorow</p> <p>2.CONVERSATIONSNOTCAMPAIGNS</p> <p>Thetradi;onalbrandcommunica;onmodelreliesona&gt;en;ongrabbingtac;cstowinpeoplesa&gt;en;on,butdoesli&gt;letosustainthata&gt;en;ononcethecampaignisover.</p> <p>However,thisleadstoperiodsofdiminishedengagement,whenbrandscanlosevalueandcompe;torscanclosein.</p> <p>However,bysupplemen;ngthesereworkswithmorein;matecampreconversa;ons*,brandscansustainengagementoverlongerperiodsof;me,whileaddingaddi;onalvaluetorela;onshipswiththeiraudiences.</p> <p>*MoreonthistopicfromJohnWillshire(@willsh)here: hUp://bit.ly/1sLMjM</p> <p>3.CONTENTASINSPIRATION</p> <p>Havingsaidthat,contentiss;llasimportantasever,butitsrolemustevolvetohelpustakeadvantageofnewopportuni;es.</p> <p>Itscontribu;onshibstoinspiringconversa;onscrea;ngwatercoolermomentsthatgivepeoplesomethingtotalkaboutandenrichtheirownrela;onships.</p> <p>Wecans;llsharecontentintradi;onal,massbroadcastchannelswhenappropriate;thekeychangeiscrea;ngthatcontentwithanendgoalofconversa;onsinmind.</p> <p>4.SIZEISNTEVERYTHING</p> <p>Asweshibourfocusawayfromaninterrup;onmodel,brandswillnolongerneedtorelyonhighimpactac;vi;es.</p> <p>Somethingassimpleasashortstatusupdatecans;mulateconsiderablelevelsofconversa;onandbuildbrandanity.</p> <p>Similarly,shortvideoclipswithmodestproduc;onqualityareperfectlysuitableonsocialsites,dependentonthetasktheyredesignedtoaddress.Evenusergeneratedcontentcanwork.</p> <p>Thetrickistoshareonlycontentthataddsvaluefromtheaudiencesperspec;ve,andrecognisethattherearemanypoten;alwaystodothisfromepicTVCsthroughtosimplerepliestoFacebookcomments.</p> <p>5.LISTENINGISTHENEWTALKING</p> <p>Inspiteofsomelatentfearsaroundprivacy,ac;veusersofsocialnetworkingsitestendtoshareawealthofvaluableinforma;onabouttheirinterests,habits,andbrandpreferences.</p> <p>Suchinforma;onisobenworthjustasmuch(andsome;mesmorethan)expensivemarketresearch.Andaswithmanyareasofsocialmedia,theonlycostintakingadvantageofitisthe;meittakesforsomeonetocollectandanalyseit.</p> <p>However,tocon;nuetobenetfromtheseinsights,brandsmustearnthetrustoftheiraudiences,andonlyusesharedinforma;ontomutualadvantage.</p> <p>6.LETTHEMKNOWYOUEXIST</p> <p>Noma&gt;erhowwellthoughoutorengagingabrandssocialnetworkingpresenceis,itcantachieveitsobjec;vesunlesspeopleknowitsthereandhowtondit.</p> <p>Raisingawarenessofyoursocialmediapropertyandhighligh;ngthevalueitcanaddtoitsintendedaudiencearethecri;calrststepsonthepathtosuccess.</p> <p>Crucially,peopleneedtounderstandwhytheyshouldgiveyouanyoftheir;measwitheverythingelseinmarke;ng,thatmustbeabouttheirneedsrst,notthebrands.</p> <p>7.BEPREPARED</p> <p>Brandscantexpecttopleaseallofthepeople,allofthe;me.</p> <p>Inevitably,something,somewherewillgowrong.</p> <p>Thetrickistoacceptthisreality,andbepreparedforwhenithappens.</p> <p>Thismeanshavingaclearlyar;culatedalertandresponseprocessthatensurestherightpeoplecandelivertherightreac;onsintherightplacesattheright;mes.</p> <p>Althoughsuchprocesseswontpreventproblems,theycanmi;gatetherisks,andavoidmolehillsbecomingmountains.</p> <p>8.READY,FIRE,AIM</p> <p>Becausetheyareareal;memedium,socialnetworkingsitesallowbrandstobecomehighlyresponsiveintheircommunica;ons.</p> <p>Bestofall,socialmediaprovidetheperfectenvironmentforatestandlearnapproachtryingavarietyofdierentapproachesandtac;csatminimalcost,andadap;ngtheoverallstrategytomakebestuseofthesubsequentresults.</p> <p>Buildinganexperienced,dedicatedteamtolookaberthebrandssocialmediaac;vi;esensuresitcantakeadvantageofeveryopportunity,howevertac;calortransitory.</p> <p>MEASURINGUP</p> <p>Thekeytomakingthemostofthattestandlearnopportunityisknowingwhatwesetouttoachieveintherstplace.</p> <p>Whiletherearenorightorwrongmetricswhenitcomestomeasuringsocialengagement,everybrandshouldsetclearandrealis;cgoalsforwhatitexpectsitssocialac;vi;estodo.</p> <p>Simplebeforeandabermeasurementsoftherelevantmetricswillprovideenoughinsightintowhetherac;vi;esaredoingwhatyouhopeandbestofall,youcangaintheseinsightsthroughthesamesocialchannelsatonlyamodestcost.</p> <p>Youcanthurrylove,No,youjusthavetowait;Lovedontcomeeasy,</p> <p>ItsagameofgiveandtakeTheSupremes(1966)</p> <p>9.ONESTEPATATIME</p> <p>Fewbrands(ifany)willachieveovernightsuccessinsocialmedia;deep,meaningfulrela;onshipstake;metobuild.However,therewardsarewellworththeeort.</p> <p>Crucially,though,weneedtotakethingsatapacetheaudienceiscomfortablewith.Some;mes,theyllini;atethatrela;onshipforus,crea;ngtheirownbrandfanpages.</p> <p>Other;mes,itmaytakemanymonthstobuildthedesiredmomentum.However,thisisalongtermmedium,sothatsneprovidedtheaudienceperceivevalueinwhatyouredoing,itsallworthwhile.</p> <p>10.SOCIALENGAGEMENTISFORLIFE</p> <p>Brandscantachievesuccessinsocialmediabydippinginanddippingoutitsalongtermcommitmentthatrequirescon;nuouseort.</p> <p>However,aswithallvaluablerela;onships,thatextracommitmentwilllikelydelivercorrelatedrewardstoo.</p> <p>Cri;cally,though,brandsshouldrememberthatsocialmediaareabusinessinvestment,andmustul;matelybuildthebrandsvalueiftheyaretojus;fytheirplaceinthemarke;ngmix.</p> <p>Assuch,itsparamountthatbrandsiden;fythebestpeopleandpartnerstohelpbringtheirac;vi;estolife.</p> <p>$</p> <p>SimonKemp</p> <p>EngagementPlanner,BBHAsiaPacic</p> <p>simon.kemp@bbhasiapac.com.sg</p> <p>@eskimon</p>