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Social Media: Power to the People

PRESENTED MARCH 13, 2010

SPECIALTY RETAILERS UNIVERSITY

INTERNATIONAL HOME & HOUSEWARES SHOW

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THIS IS A PRESENTATION ABOUT

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PASSION

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you thought we were going to say social media, didn't you?

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NOBODY KNOWS YOUR BUSINESS BETTER THAN YOU DO

NOBODY CAN SPEAK WITH MORE PASSION ABOUT YOUR BUSINESS THAN YOU CAN

NOBODY IS MORE AUTHENTIC AND INTERESTING ON THE TOPIC OF YOUR BUSINESS THAN YOU ARE

NOBODY WILL CONNECT WITH YOUR CUSTOMERS BETTER - SO HOW DO YOU REACH THEM?

PASSION?

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A SUCCESSFUL SOCIAL MEDIA PROGRAM REQUIRES

PASSION

PLANNING

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BUT FIRST A DEFINITION

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Social Media is user-created content

that shares ideas and opinions with an

online audience.

in other words: conversations

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conversation are happening

constantly and with

tremendous velocity

click on the image to see a real-time counter

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SHARING INFORMATION ISN'T NEW:

A BRIEF HISTORY OF SOCIAL MEDIA

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Opinion sharing, distribution and audience scope were limited by geographic, financial or political constraints.

There were few options for sharing opinions beyond vetted comments published by existing outlets ('Letter to the Editor') or privately created opinion pieces ("Common Sense").

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image: Maggie Smith / FreeDigitalPhotos.net

Communication on a broad scale was, until very recently, reserved for organizations with big budgets.

Consumers could only reach a small and local audience.

But now consumers are driving brand perception via social media tools that have democratized the ability to reach, influence and shape opinions about products and brands.

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SOCIAL MEDIA IS

ALL ABOUT

COMMUNICATION.

WHAT'S NEW IS

THAT IT'S

CONSUMERS - NOT

BRAND OWNERS -

LEADING THE

CONVERSATION.

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SOCIAL MEDIA:

WHAT'S THE POINT?

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BRANDING

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Your Brand - It's Not Just Yours

A brand is the story that's told about it, from product to customer

experience to reputation, and that story is only partly defined by the

company who holds the trademark and makes or sells the goods.

Also shaping the story are consumers who buy, love, don't love, and talk

about a brand, defining it via online tools that have democratized the

ability to influence opinions and purchase decisions.

Consumers have a stake in this: they don't want a trusted brand or

product to go away.

Or maybe they do - if they have a problem with a brand or product,

passion to see it change or fail is a powerful motivation to communicate.

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I DON'T HAVE A BRAND.

COKE HAS A BRAND.

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IF YOU CONDUCT BUSINESS, YOU HAVE A BRAND

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WHAT CUSTOMERS SEE

- THE PRODUCT OR SERVICE- THE ENVIRONMENT- THE PERSONNEL- THE LOGO, ADVERTISING, WEB SITE

A BRAND IS MADE OF:

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WHAT CUSTOMERS FEEL

- REPUTATION- CREDIBILITY- PERSONALITY- EXPERTISE- HOW COMMITTED A BRAND IS TO THE RELATIONSHIP

A BRAND IS MADE OF:

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Physical ChannelsPrimarily Brand-created content - one way

Stores, officesProducts

PackagingAds: print - radio - TVDirect: mail - phone

Sales support: POS, displaysEvents

Personnel (sales, customer service)

THIS IS WHERE BRANDS LIVE

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Digital ChannelsBrand and Consumer-created content - conversation

Web site, e-commerceEmail

Banner AdsVideo Sharing: YouTube, VimeoImage Sharing: Flickr, SmugMug

Social Networks: Twitter, Facebook, LinkedInOpinion: Yelp, TripAdvisor

BlogsForums

PodcastsAudio: AudioBoo, Blip.tv

Virtual Worlds: Second Life, Twinity, Blue Mars, Sims Online, Active Worlds

RSS

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AS BRAND OWNER, YOU CONTROL 2/3 OF THE TOTAL COMMUNICATION CHANNELS

Company

CustomerCustomer Created

Company Created

Communication Reach

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BUT YOU ONLY INFLUENCE 1/3 OF THE PURCHASE DECISION

CONSUMER CONVERSATIONS - SOCIAL MEDIA - INFLUENCE 60% OF PURCHASE DECISIONS

Company

CustomerCustomer Created

Company Created

Purchasing Decision Influence

60%33%

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THERE ARE TWO PERSPECTIVES:

THE BRAND

THE AUDIENCE

ARE THEY THE SAME?

HERE IS AN EXAMPLE OF THOSE TWO POINTS OF VIEW

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NBC says "they loved us"

"The Winter Olympics ruled in the ratings last week, treating NBC to an average audience roughly three times the size of its nearest rival, Fox.NBC’s coverage of the Winter Games held seven of the top eight spots for the week, the Nielsen Co. said Tuesday."

source: http://bit.ly/d53HHM

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Source: TechCrunch

data based on analysis of 20,000 tweets and 5,700 blog mentions

How is NBC’s Olympic Coverage?

Sentiment analysis for NBC Olympics

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POWER TO THE PEOPLE

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SO WHAT QUALIFIES AS SOCIAL MEDIA?

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CommunicationCollaboration

Multimedia

Interactive/Immersive

Reviews & Opinions

SOCIAL MEDIA

BlogsMicro Blogs

Social Networks

Events

Location Based

Wiki’s

Photo Sharing

Video Sharing

LiveCastingMusic Sharing

Presentation Sharing

Game Sharing

Virtual Worlds

Online Multiplayer

Product ReviewsBusiness Reviews

Community Q & A

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THERE ARE PLENTY OF TOOLS AVAILABLE.

HERE ARE JUST A FEW - ABOUT 15%

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SO MANY CHOICES!

BUT HOW MANY PEOPLE AREUSING SOCIAL MEDIA

REALLY?

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QuickTime™ and a decompressor

are needed to see this picture.

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Holy Cow!

And now, a moment of silence for marketing as we knew it.

Now what?

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THINK OF YOUR SOCIAL MEDIA PLAN LIKE A ROADMAP.

WITHOUT ONE, YOU CAN JUMP IN AND JUST DRIVE ALONG, HOPING TO FIND YOUR DESTINATION.

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YOU CAN JUMP IN

I am lost

WheeI am a

social mediastar

oh no

I shouldhave...

I couldhave...

O.K letsrock&roll

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OR YOU CAN HAVE A PLAN AND A STRATEGY.

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STRATEGY:DON'T LEAVE HOME WITHOUT IT

O.K I wantto use social media

for my business

better figure outwhat it is I am trying

to achieve

Boy I am glad I kept this

manageable

Ahhh. I see whatmy customers are

talking about

Yes I Canhelp you with that

Wow I am having

conversations with my

customers

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GAIN MORE OF THE SAME CUSTOMERS?

GAIN NEW OR DIFFERENT CUSTOMERS?

IMPROVE YOUR CUSTOMER SERVICE

OUTREACH?

GAIN VISIBILITY?

BE RECOGNIZED AS AN EXPERT?

EXPAND INTO A DIFFERENT GEOGRAPHIC

AREA?

RESPOND TO COMPETITION?

NETWORK WITH COMPLEMENTARY

BUSINESSES?

GET MORE VISITORS TO WEB SITE

SELL MORE PRODUCTS AND SERVICES

FIRST - SET GOALS - WHAT DO YOU WANT TO ACHIEVE?

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START HERE: WHO IS MY CUSTOMER?

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YOUR CUSTOMER LOOKS LIKE THIS

image: flickr.com/photos/theteddybear

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SHE ALSO LOOKS LIKE THIS

image: flickr.com/photos/connisec

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MEET GENERATION 'V'Gartner Inc. calls them 'Generation V' or 'virtual' which is not defined by age, location, gender or social demographic, but by online behavior.

They are both aspects of the same person, and if you only reach out to one, you're missing your target.

Don't assume you know who they are, where they are having conversations or what they're saying. Who they really are might surprise you.

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THIS IS WHO TWEETS

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HOW DOES THIS SELL PRODUCTS & SERVICES?

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PASSION

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SO, YOU NEED TO JOIN THE CONVERSATION.

WHO SHOULD CONVERSE?

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NOT THE INTERN

it was likeso totally

cool

The person engaging in conversations will be the voice of your brand.

Consider whether the best person for the job is someone who doesn't know your mission, share your vision, have a depth of experience and passion for what you do, or is committed to the company's long-term

success.

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AND MAYBE NOT THE CEO

Fourth quarterprofits were up

on a ...

The CEO knows the company, but that may not be the voice that's most interesting to your customer.

Find the people in your organization that are the most passionate and most knowledgeable about the products, and give them the power to engage, and it's OK to have more than one, giving your brand a layered but consistent voice.

Remember - it's not about you: it's about what you represent to your customers. A tweet, blog post, podcast or video that brings the process and thinking behind the making or enjoyment of a product to an audience gives that product a face and a personality.

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TALK + LISTEN

The way that is best to clean

that is ...

We are aboutto introducea new item

We are seeinga change inour industry

Hey I just foundthis great new

product

Does anyone know whereI can find...

We just starteda new group

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LET YOUR CUSTOMERS TALK ABOUT YOU

Consumer opinions are authentic because their experience

with a brand or product is likely to be similar to what other

consumers encounter. This context, and the sheer number of

individual consumers who can share an opinion online, is a

powerful force that can enhance or counter the message a

brand makes about itself.

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750,000 FANS IN THE FIRST MONTH.3.3 MILLION FANS IN THE FIRST YEAR.

54

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COKE DIDN'T START THAT FACEBOOK PAGE.

A FAN DID.

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IN A CONVERSATION,

LISTENING IS IMPORTANT.A listening strategy is based on finding what people are really saying about you and your brand,

because they are talking, even if you're not listening yet.

Discovering a difference between what you think your brand or product is known for with what

people are really saying adds a dimension of awareness to your own understanding of your brand,

and will help form the structure of a social media program.

It's not a one-time audit - it's an ongoing ear to the ground.

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AND DON'T FORGET ABOUT YOUR COMPETITION

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OF THE 20% OF SMALL BUSINESS USING SOCIAL MEDIA:

SOURCE: MASHABLE

Have a company page on a social networking site like FaceBook or LinkedIn 75%Post status updates and/or articles of interest 69%

Build a network through sites like LinkedIn 57%

Monitor positive/negative feedback 54%

Have a blog on area of expertise 39%

Tweet about area of expertise 26%

Use Twitter for customer service 16%

Other 8%

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to recap:

GOALS+

STRATEGY

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thenPLANNING

+EXECUTION

=

HOW?

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SMALL IS BEAUTIFUL

start small. listen. learn.

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WHAT TOOLS?

THE SPECIFIC TOOLKIT YOU USE DEPENDS ON YOUR STRATEGY AND GOALS.

IT DEPENDS ON YOUR CUSTOMERS AND WHAT TOOLS THEY USE.

AND IT DEPENDS ON WHAT YOU HAVE THE BUDGET AND MANPOWER TO COMMIT TO.

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HOW LONG WILL THIS TAKE?

THIS IS RELATIONSHIP BUILDING, SO IT WON’T BE OVERNIGHT.

think of the time you spend as an investment in a new and valuable way to have conversations

manage time by conducting a

social media check-up to

validate your current online

positioning then allocate time

and budget to optimize social

networks.

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HOW MUCH WILL THIS COST?

Social Media is not free.

The tools may be free but it takes time, people and commitment to a strategy of continuous social media involvement, not just “campaigns”.

The social media dialogue is on-going: your voice in the conversation should be constant and resources and budget should reflect a commitment.

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HOW DO WE MEASURE RESULTS?

What you measure and the tools you'll use depend on your goals.

There are measurement tools that track components of a social media program including traffic, share of voice and conversation velocity,

followers, sentiment and influence.

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BUT WAIT - THERE'S MORE!

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INTEGRATE SOCIAL MEDIA PLANS

WITH YOUR OTHER COMMUNICATIONS

MAKE SURE THAT YOUR SOCIAL MEDIA PLAN PLAYS NICELY WITH YOUR WEB SITE, ADVERTISING, PRINTED

MATERIALS - WHATEVER COMMUNICATION TOOLS YOU USE, SOCIAL MEDIA IS THERE TO AMPLIFY AND

SUPPORT YOUR MESSAGE, AND BRING AN ADDED DIMENSION TO YOUR COMMUNICATIONS.

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INCREASE YOUR VISIBILITY BY CROSS-POSTING CONTENT ACROSS YOUR SOCIAL MEDIA TOOLS

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let's review

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FOCUS ON WHAT MAKES YOU DIFFERENTThink about your point of differentiation and what you have to say that

is unique.

Like this: Rubbermaid's blog isn't about products - it’s about organization

(best accomplished with Rubbermaid products).

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BE FLEXIBLE

As tools change, as online user habits change, and you learn from

the online conversations, even as your personnel change, you'll

want to be able to integrate changes in both the external and

internal environment.

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THINK ABOUT THE FUTURE

In planning, don’t think about tomorrow, think about six months

and a year from now: determining your level of ongoing

commitment to a social media program is a critical part in

determining tactics.

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BE COMMITTEDIs this forever? Plan like it is.

Is it time-consuming? Like any new marketing program, it will take effort and attention to get

started.

But if it’s integrated into your overall marketing plan, and your strategy and goals are clear,

conversing with consumers will be a manageable and valuable activity.

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BE YOURSELF

AUTHENTICITY RULES.

Social media is not simply a set of tools, but a way of engaging with consumers, as they are engaging with

each other.

It requires transparency, a genuine voice and information that is valuable to consumers.

It is a way to build trust and relationships.

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BE PASSIONATE

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JOIN THE CONVERSATIONBuild on conversations that consumers are already having to create a real program of

engagement marketing that is grounded in authenticity, transparency, sharing and

listening.

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“People relate to people, not companies.”

Tony Hsieh, Zappos CEO

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thanks for listening.

let us know if we can help.

www.küngdesign.com