Alumni Breakfast SeminarCollege of Business and Economics presents

Dr Stephen Dann

@stephendann

Stephen.dann@anu.edu.au

What can we say when the consumer isn't just listening?

Social Media and the Marketing Conversation

Isn’t just listening

Not isn’t listening

The rules of Engagement

You do not need become a

Social Media Expert Guru.

Rule 1: No #SMEG

SMEGAwareness

Ribbon

http://www.intersectionconsulting.com/blog/?p=797

Content Planning / Objectives

• Where?

• What?

• Now what?

Where? Content planning and social media objectives

Speaking of…

http://www.mr-mojo-risin.net/2011/07/03/free-social-media-icons-revisited/

Ever had the feeling you missed a

spot?

What to say…Content planning and social media objectives

Focusing on Twitter

Based on prior research…

• Content– 12,000+ manually coded tweets

• Context– Sporting events– QLD disasters (h/t @qpsmedia)– Conferences and events– Personal timelines

Spam

Conversational

News Events

Status

Phatic

Pass Along

@repliesaction, query, referral and response.

Talking with the customerConversational

targetNews Events

sport, transport, weather and natural disasters

Telling the story

target

announcements, #hashtagged events, headlines

News Events Telling the story

target

automated endorsements, secondary social media, and user generated content

Share and share-alikePass Along

target

Endorsement and retweet

Share and share-alikePass Along

The Retweet

Original

If you're in Sydney, and fancy hearing me talk about Twitter content classification-register here http://t.co/pxSkZIl #smeg

Retweet (17 character difference)

RT @stephendann: If you're in Sydney, and fancy hearing me talk about Twitter content classification-register here http://t.co/pxSkZIl

#smeg

Pass Along

Anatomy of a Retweet

• Quick calculation

Original Tweet minus RT_yourusername

Primary RT: username + 3, Secondary RT: double username +6

After that, the RT dominates the message

target

Activity, location, mechanical, personal, physical, temporal and work

"What are you doing?"Status

target

broadcasts, fourth wall, greetings and unclassifiable

Simply existing in textPhatic

How?Automated, manual and the human touch

Hootsuite: Automation and Scheduling

News Events

Pass Along

Now what?

Who’s likely to talk back?

Social Media Message Mantra

Four questions to ask yourself

Social Media Message Mantra

Why this message?Why at this time? Why should it come from me?What response should I expect?

Questions?

@stephendann

Spam

Conversational

News Events

Status

Phatic

Pass Along