spontaneous conversations

digiAindra

The Social Media Conversa2on Ian Fenwick

Founding Partner digiAindra co ltd Advisor, Sasin Graduate Ins2tute of Business Administra2on

Presented at Asia Publishing Conven4on,

Bangkok, Thailand July 8, 2011

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open exchange without

gatekeepers frightens brands

The quote’s from the subheader for this session, started me wondering WHY brands are so frightened. But I guess a harangue is less scary…but much less effective. Recognize this still? From the Mac launch in 1984

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This is how many marketers still see their market, they even call them targets. Static non-participatory, recipients of whatever you throw at them

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Today’s Consumers

But today the market is lean forward active, not lean back coach potatoes

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Promo4on

Price Product

Tradi4onal 4 P’s

the traditional 4Ps are supplemented by a new 4Ps

With the 5th P, privacy, lurking as a major issue for marketers

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people sharing content with people creating content for people

people helping each other;

and bypassing traditional

marketing…like yours

Social media: pure par4cipa4on

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traditional marketing was a monologue marketers talked,

people listened (maybe)

social network marketing is a series of conversations

people are tired of monologues, they want

dialogues

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Can’t I avoid social media?

§  people can write whatever they want –  that’s how you find what they really

think –  that’s how you build trust –  that’s how you improve

§  it’s a “referred pain” –  social media doesn’t cause complaints –  your lousy service does that –  it’s just where the complaint is expressed –  AND where it can be dealt with

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Can’t I avoid social media?

Fear is the path to

the dark side. “Fear leads to anger.

Anger leads to hate.

Hate leads to

suffering Yoda, Star Wars

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1. “Conversation is the new attention

http://www.alistapart.com/articles/conversation-is-the-new-attention/

Christopher Fahey & Timothy Meaney

A List Apart, April 19 2011

People talking about your message, whether physically or digitally, shows you have their attention…that’s what we want: engagement

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Of course, it’s not always good

attention

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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html

This is the disgusting Dominos people video If you really want to see it look here

http://www.metacafe.com/watch/2707445/disgusting_dominos_people/

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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html

And the reply from the CEO you can probably find here, http://www.youtube.com/watch?v=dem6eA7-A2I

many think it’s not too authentic The Australian counterpart, not too different, is here

http://www.youtube.com/watch?v=PfNM4kLczUI

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2. Authenticity is all

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Embedded over 90,000 times

It’s a different issue, but a much more authentic apology, and he gets in several plugs for the store’s address

You can see the video at http://www.viddler.com/explore/dpzramon/videos/19/

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…and sometimes it will be very

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http://www.greenpeace.org/international/campaigns/climate-change/kitkat/

This is Greenpeace’s viral video about KitKat and palm oil. You can see it here

http://www.youtube.com/watch?v=VaJjPRwExO8

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http://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share

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March 19, 2010: Damage control?

http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736

After Nestle got YouTube to ban the

video (assuring more uploads and

record views!), Greenpeace had their people ‘fan’ Nestle on FB…

where the moderator

proceeded to abuse critics, and delete

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March 19, 2010: Damage control?

http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736

After a couple of days, pages of posts, the moderator went quiet…and then apologized.

Really sad thing is that

apparently Nestle were trying to remove the palm oil…but completely failed to engage the critics; to harness them; to be seen to be trying hard

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3. Engage don’t enrage

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http://www.greenpeace.org/international/campaigns/climate-change/kitkat/

So when the palm oil was indeed dropped from KitKat, it was seen as a victory for

Greenpeace, not a responsible action from

Nestle

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http://mashable.com/2011/06/09/brands-twitter-success/

When things go wrong, and they will, you have

to say sorry. And hopefully have a policy

to show people that they will be

recompensed

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http://www.jetblue.com/about/ourcompany/promise/index.html

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4. Make social media a megaphone, for your brand advocates

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aware consider like

engaged ready to act

ACTION

advocate

Marketers have talked about the Sales Funnel for

quite a while. And started to see the

value of brand advocates

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advocate

consider

engaged

ready to act

ACTION

Social Megaphone

Now we’re starting to realize it’s not a funnel…it’s a

megaphone to help advocates get the word out to

others…the Social Media Megaphone

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…get that social media megaphone

working

For you

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http://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded

This is a summary of the award winning campaign from

McCann Romania. A perhaps high risk strategy to create uproar in social media, and rekindle patriotism, by temporarily repackaging a patriotic product

in the US flag. You can see it at

http://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded

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Part 1

Part 2

Part 3

Part 4

conversa4on: new aPen4on

social media megaphone

engage don’t enrage

authen4city is all

digiAindra www.Twitter.com/DrIanFenwick www.About.Me/IanFenwick www.SlideShare.net/ian.fenwick

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