A SOCIAL MEDIA “CONVERSATION”

What is social media? How has is affected media? …and consumer behavior? What are the changes/trends? Is it a requirement? Challenges brands face? How do we execute? Why you should monitor? How to build community? Simple tips for success?

Social Media (in simple terms)…

CONVERSATIONS surrounding CONTENT through DIGITAL TOOLS.

CONVERSATIONSCONTENT DIGITAL TOOLS

Natural Conversations

Public & Aggregate

d

Broadcasted

Social media has massively impacted the way we consume information.Facebook’s daily traffic surpassed Yahoo!’s

Google Buzz has enabled 175 million Gmail users with social networking capabilities.

YouTube is the web’s #2 search engine

More than 175,000 blogs are created every day (Technorati)

There are more than 50 million Tweets per day

CONSUMER AFFECT:Our behavior and decisions are being altered…

Aggregated Sentiments Guide Us

vs.

Our Influences Have Evolved

Proactive Passive

Subscribe Search Filtered

Your Network Has Increasingly More Power

The Physical World Is Changing Too

SOCIAL MEDIA LANDSCAPE:How is it evolving?…

FACEBOOK CHANGESf8 Announcements

…Open API…Open Graph…Credits…Check Ins

WHAT DOES THIS MEAN?…Facebook can now more holistically aggregate the content being recommended in real time and at a large scale while being socially relevant.

TRAFFIC INCREASES + DATA

OVER 100K+ SITES HAVE INTEGRATED FACEBOOK

290% INCREASE IN FB REFERRALS

250% INCREASE IN FB REFERRALS

200% INCREASE IN FB REFERRALS

350,00 LIKES

Twitter: Multiple Utility

Personal Micro-Blog

Trending TopicsHashtags/

AggregationReTweet (RT)RSS FeedMultiple access

pointsSearch

Twitter Frontier

Location Based Services:

FoursquareGAME SOCIAL VALUE

History Channel: Foursquare

Is Social Media Necessary

for Survival?

ACCESSIBLE

INFLUENCE

ANYTIME

UBIQUITOUS

THE BRAND CHALLENGE:Making the right marketing moves…

The Challenge

It’s like high school.

A Brand Challenge

Brands have to be comfortable in their own skinBrands are in the same crowd as consumers that really practice freedom of speechBrands lose control of how they are representedRumors become fact

It requires a lot of courage and maturity.

marketing

SOCIAL PROGRAMS KNOW HOW TO FLIRT

FOCUS

LANGUAGE

INCENTIVES

RULES

TOOLSSami Vitamaki, FLIRTing with the Crowds

STRATEGIC

TACTICAL

TECHNICAL

Sami Vitamaki, FLIRTing with the Crowds

FOCUS

Sami Vitamaki, FLIRTing with the Crowds

LANGUAGE

• Authentic• Transparent• Empathetic• Understanding & Respectful (of Customer and Context)• Leverages Social Objects• Emphasizes Social Verbs

Sami Vitamaki, FLIRTing with the Crowds

INCENTIVES

Intrinsic• challenge• creativity• enjoyment• learning• satisfying curiosity

Sami Vitamaki, FLIRTing with the Crowds

Extrinsic• immaterial

• fame• recognition• access• reciprocity/community

• material• cash rewards• tangible non-cash rewards

RULES

• Of initiation• Of interaction• Of governance• Of mutual value exchange• Constraints• Arbitrary rules (to foster creativity)

Sami Vitamaki, FLIRTing with the Crowds

TOOLS

• Platforms (Owned vs. Earned vs. Hybrid)• Content Creation Tools• Organizational Infrastructure• Training & Alignment• Sentiment Tracking• Social Mention Triage

Tenants of Community Building

• Engage: Give users a way to interact with the brand and others. Make them stick around and come back for more.

• Inform: Provide users with valuable insider information.

• Validate: Let users know their actions are noticed and appreciated.

• Entertain: Social media is, at its roots, the equivalent of a backyard BBQ with like-minded people. Keep it interesting and fun for all (within the parameters of your brand voice).

JETBLUETwitter

Community: 1.6 MM

ENGAGE

INFORM + VALIDATE

ENTERTAIN

5 SOCIAL MEDIA TIPS:Small words of wisdom…

YOU CAN AMPLIFY ANYTHING

THINK DIALOGUE, NOT MONOLOGUE

LISTENING IS EVERYTHING

PROVIDE THE SOCIAL TOOLS…

THEY WILL BUILD IT

CONSUMERS CREATE VALUE…

YOU LEVERAGE IT

THANK YOU…