ditching communications for engagement: a strategic approach eric weaver | tribal ddb social media...
TRANSCRIPT
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DITCHING COMMUNICATIONS FOR ENGAGEMENT: A STRATEGIC APPROACHEric Weaver | Tribal DDB
Social Media Breakfast
12/1/09
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Topics
◼ WHY engagement?◼ The traditional marketing model◼ Why the wheels have fallen off◼ New approaches to revenue
◼ WHAT is an engagement strategy?◼ What does it consist of?
◼ HOW marketing can rethink its approach for engagement◼ Some thought starters
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Our (Formerly) Glamorous Life
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The ground rules
◼ Built in a known environment of limited product choice
◼ Limited media channels
◼ Longer brand interactions
◼ Higher barriers to entry
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Meanwhile, back at the recession…
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revenue
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“Are you asking for a budget increase?”
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Cultural shifts and Marketing
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Source: Agent Wildfire
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Trust
ESPECIALLY WHEN THERE’S RISK
People turn to peers when time is short, risk is greater
TRUST IS WIDELY SPREAD56% age 35-64, 63% 25-34 share trust/distrust on the
web
WE TRUST PEERS THE MOST(57%); 13% trust
advertisers/marketers (least trusted group)
PEOPLE BUY TRUSTTrust drives preference: 91% buy from trusted
companies; 77% refuse to buy from distrusted
2008-2009 EDELMAN TRUST BAROMETER
drives transactions
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Hmmm: if peers are the most trusted and we are the least, what if we put our brands into the hands of the market?
◼ 66% of touchpoints are now consumer-generated◼ Banner ads have an average .19% clickthrough, while
Facebook fan page announcements have a 6.5% clickthrough◼ WHY? The mental gauntlet is down◼ APPROACH: Craft brand content nuggets and trust builders
◼ Testimonials◼ Interviews◼ Leadership/product management commentary
◼ CRUCIAL: Set your brand and value messaging guardrails
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BOOMERS = propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trust.
GEN Y = affinity. Formalities ignored, sharing means finding, tech is easy, random is life. Consider your lens. Suit & tie = distrust.
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Let’s talk strategy
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First of all, what’s a strategy?
◼ Simply put, a strategic vision — an end point — and a plan to get there◼ It’s not about the channels
◼ Honestly assess your starting point◼ Audit your customers and prospects◼ Review competitive SWOT
◼ Determine approach and action steps◼ Short-term, mid-term, long-term◼ Here’s where your tools come in◼ Staffing and support
◼ Determine success metrics, KPIs
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Envision an end goal
FLICKR: @SLUDGEGULPER
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FLICKR: @BEN+SAM
Honestly assess your starting point
◼How can customers engage with you today?
◼Who are your brand zealots? Ambassadors? Naysayers?
◼What topics are tied to your brand? Your firm?
◼How is the competition engaging with your customer/prospect base? Threats? Opportunities?
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Where’s your offering today?
◼ Social marketing◼ Never started, yes but not yet, stuck/unsure, baby steps, active
◼ Feedback channels◼ Retail, mail, web, email, phone, blog, external monitoring, branded
social channels, customer advisory panels
◼ Value proposition◼ Information, promos, media, tools
◼ Relevance◼ Impulse, low need, high need, essential
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◼ AFFINITY/SHARING: Forwarding/Bookmarking/WallPosting◼ Content that triggers feelings of identity, tribe, bragging rights◼ Content that provides reference information
◼ FEEDBACK: Commenting/Reviewing◼ Editorial content◼ Ask for feedback
◼ ADVOCACY: Faving. Fanning. Blogging.◼ Cause and value messaging/content
◼ FANDOM: Mashups/Media/FanSites.◼ Provide malleable content◼ Empower ambassadors
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Action steps
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Forrester’s Technographic segmentation model
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Two different approaches
◼ MANAGE INDIVIDUAL RELATIONSHIPS BY CHANNEL
◼ CRAFT MESSAGE, CONTENT BY VENUE◼ Call center◼ Email◼ Twitter◼ Facebook◼ Direct◼ Events◼ Flickr◼ YouTube
◼ FOSTER CUSTOMER DRIVES TO ENGAGE
◼ LET CUSTOMERS DETERMINE MOST EFFECTIVE CHANNEL◼ Start with affinity, trust,
transparency◼ Create feedback channels◼ Assign listeners,
conversationalists, and content creators
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DOT-COM SITEDOT-COM SITE
Integrated Traditional/Social Marketing Mix
AMAZONAMAZONS T O R Y T E L L I N G
FACEBOOK FAN PAGE
FACEBOOK FAN PAGE
SEO
COMPANY BLOG (IP)
BRANDED SITE
EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
TRADITIONAL MEDIA/PR
HELPFUL RESOURCES
COMMENTS
RETAILRETAIL
ONLINE SAMPLING
TOPICAL COMMUNITIES: IP, HELPFUL TIPS
TOPICAL COMMUNITIES: IP, HELPFUL TIPS
PRINTPRINT
OUTDOOROUTDOOR
PRODUCT LAUNCH
MICROSITE
PRODUCT LAUNCH
MICROSITE
ONLINEONLINE
EVENTSEVENTS
E-COMMERCE PARTNER
E-COMMERCE PARTNER
EXTERNAL BLOGS: IP, FASHION TIPS
EXTERNAL BLOGS: IP, FASHION TIPS
YOUTUBE CHANNEL: STORYTELLING, IP
YOUTUBE CHANNEL: STORYTELLING, IP
PRPR
PRODUCT SEEDING PGMSPRODUCT SEEDING PGMS
CONSUMERSTYLE SHARING
CONSUMERSTYLE SHARING
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Consider including a trust strategy
If trust is the primary lever of revenue◼ Where are you trusted?
◼ Create amplifier opportunities for brand zealots◼ Video testimonials
◼ Where are you distrusted?◼ Provide open, transparent proof points that can be found
◼ Testimonials and interviews◼ Inside looks◼ Open dialogue with the market
◼ Lead with trust weak spots◼ Takes the wind out of naysayers
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Trust generated, 2300 new accounts, $4 million.
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PROOF OF INTENTION: leveraging social causes to focus conversation (and brand) on giving back.
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So, remember
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Follow the social marketing mantras
◼ Peer marketing extends your sales force along trust channels that you cannot buy
◼ Social marketing is a commitment, not a campaign◼ Plan staffing appropriately◼ Outsource temporarily if need be
◼ Be transparent about everything except that which cannot be◼ Polar opposite to Boomer privacy issues◼ May take sell-in with management, legal
◼ Be fearless◼ This is the most exciting area of marketing!◼ You’re at the cusp of a transformation!
◼ Engage openly, but with response guardrails and internal governance◼ “Cool people” don’t suffer fools – neither should your organization◼ Let the market decide how you’re doing (they’d do it anyway)
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As you write your strategy
◼ Any tactic should clearly ladder up to the overarching strategy◼ Consider how you will phase your engagement approach
◼ What kind of kickoff? ◼ What can staffing accomplish? ◼ Which tactics to try first? ◼ What learnings can inform future engagement efforts?
◼ As you examine your audiences, consider creating personas that will help create organizational empathy and understanding
◼ Clearly state your mandatory requirements for success◼ X conversationalists, Y monitors, Z content creators◼ Agency or in-house? Automated or qualitative?
◼ Clearly state your success metrics◼ Increase in time-on-site? Sentiment? Twitter fans? Retweets?
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FLICKR: @JACOB DAVIES
And don’t let that commitment—or that strategy—fizzle◼ Get buy-in
◼ Management must understand the cultural shifts and buy into plan
◼ Stay focused!◼ Don’t let day-to-day duties stall your efforts
◼ Hold people accountable◼ Who’s responsible for each action step?
◼ Follow up, adjust and readjust◼ Plans change, adjust accordingly◼ Set a timetable for reexamination
◼ Tie what you’re doing to organizational goals◼ Management can’t argue with approaches that support mission, goals
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