how to do social media
DESCRIPTION
How to put together a strategic plan for social media - made for the Exhibition and Event Association of Australasia (EEAA) industry day. Features Australian social media statistics, a step-by-step plan and some philosophy.TRANSCRIPT
FROM Will they turn up?
TO Will we turn up?A moment of digitally induced self-reflection
for the events and exhibitions industry
www.mccann.com.au |
@mccanntweets
www.markpollard.net | @markpollard
?
It’s not about technology. It’s not about digital. It’s not about social media. It’s not about jargon.
It’s not about IT. It’s not about gadgets. It’s not about content management systems. It’s not about widgets or apps.
It’s not about the latest thing that someone you know read about on the latest and coolest
website. It’s not about the 22 year old you just employed who has a Facebook account. It’s not about the IT guy who gets computers. It’s not about the boss’s nephew who knows how to make websites. It’s not
about your patent, incredible ingredient, spreadsheet or PowerPoint.
It’s about me
What I can get from you
What you do for me that I can tell other people about
Thing is, when I tell them,
I’m not telling them about you;
I’m telling them about me.
What’s changed?
There are lots of ME’s – and we’re everywhere
all the time
And what ME’s want from you is different everywhere
5 challenges facing marketers in this space
1. They don’t exist in their customers’ worlds enough (put your computers down)
2. They don’t use the technology their customers use (don’t blame IT)
They’re scared
3. They’re scared (the rules have changed; naked is the future)
4. It can be hard to justify it to others in the organisation who are new to it
5. They don’t know how to do it (because they don’t use it – it takes time!)
But, if you leave today with one thought:
Make everything about them - brutally
If you have space for a second thought:
Technology just makes all of that happen
(that’s the easy part)
And, a third (sorry, is this getting annoying?):
Social media is simply ‘places where people interact
on the public record’so think broader than ‘digital’
(personal definition)
What ME is doing
Australia now leads the world for time spent each month on social media sites (7.12 hours)
Nielsen, October 2009
Source: Hitwise – website visits - week ending 02/05/2009
2009 - MarchBrand or channel unique audience:
Facebook 4,979,000MySpace 2,179,000Blogger 2,029,000
WordPress 832,000Twitter 679,000Bebo 543,000
Yahoo!7 Groups 391,000Six Apart TypePad 326,000
Google Groups 266,000LinkedIn 258,000
Source: Nielsen Online NetView, March 2009
2009 - MarchBrand or channel unique audience:
Facebook 4,979,000MySpace 2,179,000Blogger 2,029,000
WordPress 832,000Twitter 679,000Bebo 543,000
Yahoo!7 Groups 391,000Six Apart TypePad 326,000
Google Groups 266,000LinkedIn 258,000
OCTOBER
Facebook 8.1M
YouTube: 5.8M
MySpace 2.3M
Twitter: 1.2-1.5M
Source: Nielsen Online NetView, October 2009 – via SMH
“In October, Australian users spent 27.2 hours browsing online and 7.55 hours of the total was sucked up by Facebook. MySpace managed just 39 minutes and Twitter 17 minutes.”
Woe is Bebo: site to shut down in Australia PAUL MCINTYRE November 20, 2009
Just under one-third of all time spent online by Australians in October was spent on Facebook
Nielsen
OMG!!!!!!!!!!!
“And in local figures released for the first time to the Herald yesterday, Facebook said its Australian users in October had uploaded 80 million pictures and written 32 million ‘wall posts’ and 45 million ‘status updates’.”
Woe is Bebo: site to shut down in Australia PAUL MCINTYRE November 20, 2009
Take out
It ain’t going away any time soon so best to jump in now, peddle fast,
learn quickly and adapt
P.S. the National Broadband Network is coming, computers will soon be 3 times faster,
and, finally, mobile is getting interesting traction
The business case
“A surprising conclusion: ... the most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social media engagement.”
“As the number of channels increase, overall engagement increases
at a faster rate.”
“The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
“The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
Mavens
Selectives
Wallflowers
“The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
Butterflies
“The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
So, if you follow the people, you find the money
BTW
Google says people aren’t looking for you and your industry that much right now.
A leading indicator? Reflecting changed behaviour?
Less events? False data?
Worth looking into
What to do about it
7 key trends in your industry
1. Finding a legitimate role beyond the event
2. Asking people to shape the event
3. Helping attendees connect before the event
4. Making the experience more interactive
5. Creating special areas for the like-minded
6. Taking the day online for non-attendees
7. Making the format a bit unexpected
Some principles
1. Commit to where they are – on their terms
2. Play a clear, unique role: solve problems, help them have better relationships, entertain them
3. Roles will differ in each channel
4. Content is key – create, aggregate, invite
5. Company culture and process needs to embrace
Copyright 2009 Mark Pollard: www.markpollard.net
How to start doing strategy
Map the business context
S W
O T
Agree a key challenge
Define success with 1 key metric
Create personas
Try to understand your audience better than they understand themselves
Goals
Needs
Fears
Desire
Beliefs
Their experience with youFinding out
Deciding to go
Buying a ticket
Getting there
There
After there
Work out their value to you
Try to understand the value of your segments and allocate a Cost Per Acquisition
Useful data: lifetime value of a customer
cost per click (Adwords)
industry research
Be clear about YOU
+ =Clear
positioning
We help THEM by...
Be clear about how YOU help THEM
Find out where they are & plot it
• Ask them– Google Docs Form
plus email (free!)
– Face to face
– With a website or publisher
– Facebook survey
Find out where they are & plot it
• Ask Google– Google yourself
– Adwords Keywords
– Google Insights
– Google creatively: “Australian mums online”
Find out where they are & plot it
• Ask a friend (AKA buy it in)– Hitwise
– Nielsen
– Forrester
– Research companies
Find out where they are & plot it
• Observe them– Socialmention.com
– Twitter search
– Read their blogs
– Read their forums
Find out where they are & plot it
• Watch out for it– Newspapers and their
websites
– Slideshare
Work out how they are where they are
• Forrester Social Technographics
• Watch and learn
• Ask them... Or their leaders
• Look for: points of debate, recurring themes, quirky language, time of day, time of week, time of year (eg “DS” for mums)
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Outreach to bloggersContests to solicit contentEncourage spoofing
Solicit commentsEncourage votingSocial bookmarkingEncourage forward to friend
Offer RSS feedsSnaggable WidgetsDownload PodcastsViral videos/websites
Create groups & communitiesSocial applications
Portable, original contentOptimize content findability
Forrester Social Technographics Ladder
Common Tactics
Source: www.forrester.com/Groundswell/profile_tool.html
Decide which spaces feel
right
Define your role in each
space
Checkpoint: ask yourself
1. Do you need to make anything new at all?
2. Can you work with stuff that exists?– People, communities, events, applications
3. Are you committed to possibly year-long interaction around the roles you’ve defined for yourself?
4. What would surprise people?
5. How can I connect all touchpoints interestingly?
http://www.mccann.com.au
Then put the complicated stuff on one page per persona
(and challenge yourself to write the over-arching strategy on one A4 piece of paper)
[Examples and diagrams removed]
Play with a path to purchase
Life-embracing retiree
Awareness Consideration Preference Purchase
Message
Experience
Content
Metrics Awareness via quant survey
Searches. Website visits.
Create hypothetical perfect journeysPRE2. Receives an email from his boat club about the event with a special offer
3. Visits club website and sees who else is going (eg Eventbrite); each member has been invited to express what they’re most interested in seeing
4. He learns that one of his best mates is interested in a similar boat
5. He emails his mate to find out when he’s attending; they coordinate a time and he returns to the club website to buy the ticket – he receives email confirmation
6. A few days prior the event, the company who’s boat he’s interested in emails him with a special invitation to experience the boat at twilight on the harbour with a few friends from his club; he confirms – again seeing that his mate is also going
7. He also receives an email with key event details, a parking offer, meal voucher, a discount offer if he brings a partner, and is invited to share what he’s interested in at the main event website so that other like-minded people can work out what should be worth exploring
The Sydney Boat Show
Information• Who
• What
• Where
• Why
• When
• How
Persuasion• Intrinsic credentials
• Who/what’s involved that’s incredible (eg Steve Jobs, tech)
• Expert credentials• “Famous boater said...”
• Peer credentials & intention• 90% said they’ll return this year• Friends of yours who are attending
• Incentives
Campaigns and commitments
Build your network before you need it with high-impact campaigns well in advance of your event
Website
Campaign to build fans in
Campaign to build fast interestIn event EVENT
Campaigns to try to bring
ticket purchases
forward – some broad, some
highly targeted
Follow up: incremental
sale or action
Tools and tech
1. Connecting: iPhone
2. Tweeting: Tweetdeck
3. Managing Twitter, Facebook: Hootsuite, Peoplebrowsr
4. Insight: Adwords, Insights, Ad Planner, Alerts, Analytics
5. Location-based: Foursquare
6. Augmented reality: see Urban Spoon
7. Facebook promos: Wildfire
8. Monitor: Radian 6, Buzzmetrics, Buzznumbers
9. Social media press release distribution: Newsmaker
10. Email/CRM: Traction, Mailchimp
Remember
1. Make it about me – not you
2. Be business-sensible but playful
3. Make a plan – but change it when needed
4. Stand out or go home
5. It doesn’t have to cost a lot of money – but it will cost time
6. The real game here is not about technology but about businesses being people- and community-centric
Questions?
@markpollard
www.markpollard.net