Beyond Social Media: Presentation To Ad Club
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Beyond Social Media: from tools to trust ERIC WEAVER AD CLUB NOVEMBER 2008
Since our last chat… On average, one in four of you has a new employer. Bloggers are regularly cited in the media. Facebook (124MM users) has surpassed MySpace (114MM) Brands have taken to social sites Starbucks, Dove, AllState, Virgin America, Comcast, H&R Block
The Obama campaign has proven that social networking has incredible power. PAGE 2
Forrester’s Technographic Model
PAGE 3
IN THE LAST YEAR: " Fewer nonparticipants," creators the same, and " far more spectators PAGE 4
So what was initially a way to connect with friends and others with shared interests... PAGE 5
…has become much more impactful. PAGE 6
LAST YEAR:" seventhhighest Google result for “Comcast” was a sleeping technician PAGE 7
THIS YEAR: customer service via Twitter
PAGE 8
LAST YEAR
PAGE 9
THIS YEAR:" soliciting operational ideas
PAGE 10
THIS YEAR:" online community for social good
PAGE 11
So I should be advertising on social sites…? PAGE 12
Let’s look at consumers. Attention-deficit Fragmented by niche interests Feeling time-starved Girl Scouts merit badge Cell phone in the john
Distrustful of advertising Spoiled by customization and media options “Snack-media” consumers PAGE 16
Power has shifted. SEARCH lets consumers find people, products, information and media of interest & relevance EXPRESSION through blogs, podcasts, opinion sites, online communities SHARING items of value or interest – globally Items they (we) love…. and hate PAGE 17
!
THE REALITY: To get what they want, consumers generally don’t need marketing, advertising or PR.
Working toward his goal, he was confronted by a daunting array of skyscrapers, interstitials, video pre-rolls and pop-unders. PAGE 18
NEW SKOOL: a Pyramid Sphere ofof OLD SKOOL: the Cross-Talk Influence
This means the days of “controlled voice” are over.
PAGE 19
Opinion-Forming Elite
With so many voices, who do you believe? People turn to peers for recommendations They also do this when: Risk is higher More choices to review and filter They have less time to research
PAGE 20
Social endorsement trumps marketing
60%
believe what “a person like me” says about an organization (up LEAST CREDIBLE: corporate or advertising (22% of ages from 51% in 2007) product 25-34)… hey, that’s us! SOURCE: 2008 Edelman Trust Barometer
PAGE 21
Endorsement isn’t just influential. " It’s widely shared.
56% of those aged 35-64 and 63% aged
25-34 were “likely to share their opinions and experiences about companies they trust or distrust on the web.”* PAGE 22
*SOURCE: 2008 Edelman Trust Barometer
Ultimately, social endorsement drives trust.
78% of those surveyed
aged 35-64 and 83% aged 25-34 were “likely to trust what they have seen, read or heard about a company if someone they know has already mentioned it to them.”* PAGE 23
*SOURCE: 2008 Edelman Trust Barometer
And trust drives preference.
88% of opinion elites choose to buy from companies they trust. 85% refuse to buy from companies they distrust.*
PAGE 24
*SOURCE: 2008 Edelman Trust Barometer
The boFom line: Trust drives transac.ons.
Build trust through Social Marketing.
The use of peer-to-peer engagement, dialogue and connective tools to help your offering be found, be relevant, be authentic and be promoted. PAGE 25
1. Be found. Optimize presence and content for search Place it in many relevant venues, fully tagged and described (“social media breadcrumbs”) Podcasts on Utterz, videos on YouTube, bookmarks on Delicious, valuable updates on Twitter
Join multiple communities - wherever your brand makes sense Be in the end zone PAGE 26
2. Be relevant. Listen and engage Participate only in communities where your offering would be of direct value Join as a person and member, not as an advertiser Avoid the urge to push message PAGE 27
3. Be authentic. Avoid glitz and high production values Demonstrate transparency and honesty Update frequently with less-than-perfect content, rather than less frequently with highly vetted material
PAGE 28
4. Be promoted. Make content easily shared Provide content or functionality with true value rather than self-interest Don’t fight time starvation: keep content short and sweet.
PAGE 29
Which tools to use? BLOGGING
Product manager insights CEO media/investor relations
MICROBLOGGING (Twitter)
Special offers Event buzz
VIDEO (one-off virals or recurring podcasts)
Product how-to’s Personality pieces Company storytelling Humor
WIDGETS
PAGE 30
Content distribution/sharing
AUDIO (podcasts)
Company storytelling Thought leadership
WIKIS
Event planning Product development Shared learnings Distributed work-in-progress
SOCIAL & TOPICAL NETWORKS
Brand awareness Community/CSR discussion Community building Feedback/testing/trials
And a final note: consider your “lens” Boomers/Tweeners Trained in formalities Don’t offend anyone Be the most acceptable to the largest number of people Privacy highly valued Interested in tech functionality but often overwhelmed by speed of change PAGE 31
Gen X/Millenials Formalities ignored More interested in finding those with like minds than worrying about turning off others Less privacy means more ability to be found Digital natives – tech is ubiquitous and easy
Power has shifted. EMPOWER CUSTOMERS TO BECOME ADVOCATES EXTEND YOUR BRAND WITHOUT HIGH COST YOUR CONTENT APPEARS IN MORE PLACES Lives on your sites, on enthusiasts’ sites, on cell phones, PSPs
INCREASE GOOGLE RANKINGS BE FOUND WHERE YOUR CUSTOMERS WANT TO GO LEVERAGE THE EXISTING TRUST BETWEEN PEOPLE rather than trying to buy it PAGE 32
THANK YOU. facebook.ericweaver.com branddialogue.com twitter.com/weave
Since our last chat… On average, one in four of you has a new employer. Bloggers are regularly cited in the media. Facebook (124MM users) has surpassed MySpace (114MM) Brands have taken to social sites Starbucks, Dove, AllState, Virgin America, Comcast, H&R Block
The Obama campaign has proven that social networking has incredible power. PAGE 2
Forrester’s Technographic Model
PAGE 3
IN THE LAST YEAR: " Fewer nonparticipants," creators the same, and " far more spectators PAGE 4
So what was initially a way to connect with friends and others with shared interests... PAGE 5
…has become much more impactful. PAGE 6
LAST YEAR:" seventhhighest Google result for “Comcast” was a sleeping technician PAGE 7
THIS YEAR: customer service via Twitter
PAGE 8
LAST YEAR
PAGE 9
THIS YEAR:" soliciting operational ideas
PAGE 10
THIS YEAR:" online community for social good
PAGE 11
So I should be advertising on social sites…? PAGE 12
Let’s look at consumers. Attention-deficit Fragmented by niche interests Feeling time-starved Girl Scouts merit badge Cell phone in the john
Distrustful of advertising Spoiled by customization and media options “Snack-media” consumers PAGE 16
Power has shifted. SEARCH lets consumers find people, products, information and media of interest & relevance EXPRESSION through blogs, podcasts, opinion sites, online communities SHARING items of value or interest – globally Items they (we) love…. and hate PAGE 17
!
THE REALITY: To get what they want, consumers generally don’t need marketing, advertising or PR.
Working toward his goal, he was confronted by a daunting array of skyscrapers, interstitials, video pre-rolls and pop-unders. PAGE 18
NEW SKOOL: a Pyramid Sphere ofof OLD SKOOL: the Cross-Talk Influence
This means the days of “controlled voice” are over.
PAGE 19
Opinion-Forming Elite
With so many voices, who do you believe? People turn to peers for recommendations They also do this when: Risk is higher More choices to review and filter They have less time to research
PAGE 20
Social endorsement trumps marketing
60%
believe what “a person like me” says about an organization (up LEAST CREDIBLE: corporate or advertising (22% of ages from 51% in 2007) product 25-34)… hey, that’s us! SOURCE: 2008 Edelman Trust Barometer
PAGE 21
Endorsement isn’t just influential. " It’s widely shared.
56% of those aged 35-64 and 63% aged
25-34 were “likely to share their opinions and experiences about companies they trust or distrust on the web.”* PAGE 22
*SOURCE: 2008 Edelman Trust Barometer
Ultimately, social endorsement drives trust.
78% of those surveyed
aged 35-64 and 83% aged 25-34 were “likely to trust what they have seen, read or heard about a company if someone they know has already mentioned it to them.”* PAGE 23
*SOURCE: 2008 Edelman Trust Barometer
And trust drives preference.
88% of opinion elites choose to buy from companies they trust. 85% refuse to buy from companies they distrust.*
PAGE 24
*SOURCE: 2008 Edelman Trust Barometer
The boFom line: Trust drives transac.ons.
Build trust through Social Marketing.
The use of peer-to-peer engagement, dialogue and connective tools to help your offering be found, be relevant, be authentic and be promoted. PAGE 25
1. Be found. Optimize presence and content for search Place it in many relevant venues, fully tagged and described (“social media breadcrumbs”) Podcasts on Utterz, videos on YouTube, bookmarks on Delicious, valuable updates on Twitter
Join multiple communities - wherever your brand makes sense Be in the end zone PAGE 26
2. Be relevant. Listen and engage Participate only in communities where your offering would be of direct value Join as a person and member, not as an advertiser Avoid the urge to push message PAGE 27
3. Be authentic. Avoid glitz and high production values Demonstrate transparency and honesty Update frequently with less-than-perfect content, rather than less frequently with highly vetted material
PAGE 28
4. Be promoted. Make content easily shared Provide content or functionality with true value rather than self-interest Don’t fight time starvation: keep content short and sweet.
PAGE 29
Which tools to use? BLOGGING
Product manager insights CEO media/investor relations
MICROBLOGGING (Twitter)
Special offers Event buzz
VIDEO (one-off virals or recurring podcasts)
Product how-to’s Personality pieces Company storytelling Humor
WIDGETS
PAGE 30
Content distribution/sharing
AUDIO (podcasts)
Company storytelling Thought leadership
WIKIS
Event planning Product development Shared learnings Distributed work-in-progress
SOCIAL & TOPICAL NETWORKS
Brand awareness Community/CSR discussion Community building Feedback/testing/trials
And a final note: consider your “lens” Boomers/Tweeners Trained in formalities Don’t offend anyone Be the most acceptable to the largest number of people Privacy highly valued Interested in tech functionality but often overwhelmed by speed of change PAGE 31
Gen X/Millenials Formalities ignored More interested in finding those with like minds than worrying about turning off others Less privacy means more ability to be found Digital natives – tech is ubiquitous and easy
Power has shifted. EMPOWER CUSTOMERS TO BECOME ADVOCATES EXTEND YOUR BRAND WITHOUT HIGH COST YOUR CONTENT APPEARS IN MORE PLACES Lives on your sites, on enthusiasts’ sites, on cell phones, PSPs
INCREASE GOOGLE RANKINGS BE FOUND WHERE YOUR CUSTOMERS WANT TO GO LEVERAGE THE EXISTING TRUST BETWEEN PEOPLE rather than trying to buy it PAGE 32
THANK YOU. facebook.ericweaver.com branddialogue.com twitter.com/weave
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