cultural shift in marketing - pubcon nola 2013 presentation

Social Media – A Cultural Shift Matt Siltala, President

matt@avalaunchmedia.com @Matt_Siltala

@Matt_Siltala

Integrating social media into your marketing is not just adding new tactics, it’s a cultural shift.

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“People and their voices – the heart and soul of successful social anything – aren’t bought or controlled or predicted. They never have been. They’re earned. And the very act of earning not just the attention but the affinity of those people means you have to risk doing something different in order to do something truly valuable.” -Amber Naslund

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Social media can’t be done in isolation, the whole team needs to come along.

“Many B2B marketers still take the traditional method to integrate social media. Like most marketers, they take the route of just adding on another line of business and typically assign a team resource whose time will be spent posting and responding within social media platforms in isolation.” -Jeremy Roberts

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Social is the catalyst that drive prospects through the buying process.

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Give up being boring. Forever. Being boring will kill you

(unless your audience is boring, re: accountants)

“Companies need to understand that it’s actually permitted to be fun. It’s written nowhere that you have to be boring.”

- Damien Van Achter RTBF social manager

Consider your company culture.

If you’re funny, be funny in your social media posts. If you’re analytical, be analytical.

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Social Media rewards those who respond and react fast to what’s going on in the world.

Tip: Reserve some marketing budget for last minute campaigns based on trends or current events. Being the first to spot or give commentary (even if just in your industry) on something that’s popular at the moment gives you an edge.

When everyone is talking about something that relates to your business…

It’s time to jump into the conversation,

giving your own unique take on

the topic

Make sure to have Google Alerts, Mention.com or tools to track and spot trends and opportunities

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During the Superbowl blackout, Oreo tweeted an ad that related to it

LIGHTS GO OUT AT THE SUPERBOWL

It became a viral hit, retweeted more than 15,000 times in the first 14 hours. It was also featured in the Washington Post.

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Being the first company in your industry to comment on things that

affect or impact your niche gives you an advantage in search results and

establishes you as a leader.

Utah small business, Pluralsight, markets to geeks, and computer programmers. They took a trend in mainstream society and made it their own by creating a video with their authors lipsyncing to the pop hit song: Call Me Maybe. They are not polished or slick, they are in true geek form.

59,685 Views

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Hire a good graphics/image/designer Always important, now even more important. Facebook emphasizes images more in the new newsfeed. Bloggers stand to gain so much traffic from Pinterest and are creating pinnable images for everything they do.

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BAD EXAMPLE

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Develop a human voice, talk in your customer’s voice, not corporate voice. Your look and language shouldn’t be corporate, staged or forced. It should be friendly, funny, clever, and relevant.

Visa small business ad posted on Facebook and promoted. Most of the 62 comments on this post called Visa spammers, several were negative. This image is corporate and fake feeling.

DOESN’T GET IT

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GOOD EXAMPLE

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Social Media This baby clothes company “ad” share to win contest has emotional appeal, is really eye catching and has a social component.

DOES GET IT

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DOES GET IT

Blogging All this small barbershop does is create a blog and post before/after photos.

DOES GET IT

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DOES GET IT

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INTEGRATE EVERYWHERE

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PLACES TO INTEGRATE SOCIAL MEDIA

ALL IMPACT YOUR SEARCH RANKINGS

Search Engines

Comments & Shares Retweets

INTEGRATE SOCIAL MEDIA EVERYWHERE

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INTEGRATE SOCIAL MEDIA EVERYWHERE

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VitaminWater makes ads social (alternative energy source) http://files.coloribus.com/files/adsarchive/part_1379/13791455/vitaminwater-extreme-health-600-71170.jpg

Vitamin Water makes social ads

Integrate Content Pictures, text, articles, testimonials, success stories, news about your business, published online.

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Integrate In Your Email Ask people to share or follow you on social sites on your emails. Social media references can offer a higher click-through or engagement rate on your emails as it supports the primary call to action and messaging.

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Integrate On Your Website Add social buttons, social login (let people sign in with their Facebook or Twitter account), one click to follow.

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Watch the conversation that happens on popular videos, Facebook posts, blog comments, in your industry or those who have your same target market to get a feel for the voice of your customers.

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A FEW THINGS TO REMEMBER

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•  Cultural Shift •  Get The Whole Team Involved •  Social Interest + Social Influence = Decision Making •  Don’t Be Boring •  React Fast To Breaking News •  Be Creative •  Hire A Good Designer •  Integrate Social Media Everywhere

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Where you can find this presentation: http://www.slideshare.net/MattSiltala

Matt Siltala, President matt@avalaunchmedia.com

@Matt_Siltala

Thank You!