don't use social media
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Rough ideas, perspectives and diagrams about the coolest thing since pirate radio. Yes, social media. Enjoy - but do note that this presentation works better when it's presented face to face.TRANSCRIPT
Don’t use social media
Rough ideas, perspectives and diagrams about the coolest thing since pirate radio
www.markpollard.net www.twitter.com/markpollard
You tell me
Write down some examples
TV? Radio? Newspaper?
My take
‘Social media’ is simply:
Places where people interact on the public record
So what?
Where we spend our time
Source: Hitwise – website visits - week ending 02/05/2009
Some more numbersBrand or channel unique audience:
Facebook 4,979,000MySpace 2,179,000Blogger 2,029,000
WordPress 832,000Twitter 679,000
Bebo 543,000Yahoo!7 Groups 391,000
Six Apart TypePad 326,000Google Groups 266,000
LinkedIn 258,000
Source: Nielsen Online NetView, March 2009
And finally...
Source: Forrester
Three-quarters of Australian online adults use social
technologies
One-quarter of Australian online adults create their
own content
Almost half of Australian online
adults are members of social networks
7 fairly random thoughts
Slingshots and paintbrushes
Read this for more info: www.markpollard.net/slingshots-and-paintbrushes-joe-trippi/
We are what we share
Search is becoming social
Centralised and portablepersonal data
eCRM and e-commerce via social media
StalkernomicsEaves-dropping for profit
The impact of Twitter• Fast, short talk• More stranger-friends• The stream• More innocent, timely search• (with Facebook) Online body language
The marketer’s dilemma
5 RsRiskRewardResourcesResultsResponse
What if it goes wrong?
Will it work? How much?
Who’s best do to it?
How do I measure them?
How do I engage with people?
Listen
Join
Guide
LeadConversation
Community Management
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Outreach to bloggersContests to solicit contentEncourage spoofing
Solicit commentsEncourage votingSocial bookmarkingEncourage forward to friend
Offer RSS feedsSnaggable WidgetsDownload PodcastsViral videos/websites
Create groups & communitiesSocial applications
Portable, original contentOptimize content findability
Forrester Social Technographics Ladder
Common Tactics
Source: www.forrester.com/Groundswell/profile_tool.html
From the trenches
www.huggies.com.au
www.earthhour.org
1. Involvement relates to care factor and effort
2. Mischief happens
3. Predictability is unlikely
Kieran OtsDigital creative director, Leo Burnett
www.spottedforreal.com
1. Loosening control has pros and cons
2. Create and leverage advocacy
3. Allow people to mould direction
Ben PhillipsDigital strategist, Euro RSCG
www.daredallion.com.au
1. Understand what a profitable customer looks like
2. Internal stakeholder management key
3. Draw clear lines to business benefit
Ian LyonsHead of Social Media, Amnesia | Razorfish
1. Companies are not investing much in social media
2. Social media needs to be part of bigger strategy
3. Social media strategy should follow ‘the idea’
Julian ColeSocial Media Strategist, The Population
1. Customer battery often trigger
2. Change management is critical
3. It’s hard to be human
Gavin HeatonSAP and prominent blogger: servantofchaos.com
1. Offline interaction around YouTube growing
2. Half: visit YouTube once a week, & share
3. First few seconds count
Natalie TranOne of Australia’s most-watched YouTubers
www.mumbrella.com.au
1. Start
2. Get team to use it to understand it
3. Over-listen when you’re starting
Tim BurrowesMumbrella.com.au
www.greatestathlete.com.au
1. Invest in content and community manager
2. Respond to interact-ers
3. Negativity is opportunity to converse
Ross RaeburnDigital strategist, Soap
Final thoughts
Start your strategy with the phrase: “We can help people by...”
Don’t use social media
Let it use you
Questions?
www.markpollard.net www.twitter.com/markpollard
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