svama social media from the inside
DESCRIPTION
A brief summary of how three brands are approaching their own Social Media: Cirque du Soleil, JetBlue, & Zappos with guest cartoon appearances from gapingvoid.comTRANSCRIPT
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©2009 Real Branding. Confidential. All rights reserved.
SOCIAL MEDIA FROM THE INSIDEPresented to the SVAMA Emerging Media Breakfast
June 23, 2009
Bill SandersVice President, Project Management
Real Branding
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SOCIAL MEDIA?
www.despair.com
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SOCIAL MEDIA SPECIALIST?
www.gapingvoid.com
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Creative Concepts
THREE BRANDS USING SOCIAL MEDIA
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CIRQUE DU SOLEIL
Jessica BerlinSocial Media ManagerCirque du Soleil
@cirquelasvegas
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CIRQUE DU SOLEIL
Blogger Outreach - Mid 2007
Full Time Position – 6 months later
Key’s to success:Listened first – identified the sentiment of the conversationObjective was to join in the conversation that was already taking placeCreated a Social Media Policy for employeesFocused on marketing/special offers
Advice:Listen first! (For what & where)Don’t start without proper resources to respondOnce you are part of the conversation, you have to remain a part of the conversation
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JETBLUE AIRWAYS
Morgan JohnstonManager Corporate Communication jetBlue Airways
@jetblue
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JETBLUE AIRWAYS
First day of work: Feb 14, 2007March of 2007: SXSW@jetblue: May 2007Dec 2008: 100,000 Followers
Key’s to success:Listened first – identified the sentiment of the conversationObjective was to join in the conversation that was already taking placeFocused on customer serviceDaily Media ReportBuild the corporate brand
Advice:Listen first! (For what & where)Be transparent at all timesChange indefensible policies fastSet up Twitter/TweetDeck on executives computerRetain a personality!
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ZAPPOS
Aaron MagnessManager, Business Development Zappos.com
@macknuttie (Aaron)@zappos (Tony – CEO)
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ZAPPOS
March of 2007: 20 Employees at SXSW Began between employeesEncouraged everyone to join: 400 of 1400 Twitter
Key’s to success:Started Internal – growth was customer drivenGuidelines? “Be real and use your best judgment.”Focused on building relationships, not marketingROI? What is the ROI on a hug?Proactive communication, customer service, and relationship building
Advice:Treat SM as a natural extension of communication, not marketingFocus on building relationshipsMeasuring will cause you to loose focus on the relationshipGoogle “businesses that twitter” and create a case studyTruly engage
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SUMMARY
Tips for Execution:• Listen first – constant monitoring• Always be transparent• Keep a personality• Ask your followers what your role should be – they’ll tell you• Be prepared to change indefensible policies fast• Don’t start without being committed
Tips for “Selling it to the C-Suite”• The value of listening can not be overrated• Track the impact (lower call volume, critics to advocates, etc…)• Set up a tab on your executive’s browser with a twitter search of the company• Read, track, and stay abreast of corporate case studies in the media – and
share them
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TWO POINTS - TWO QUESTIONS
POINT ONE: There are no rules
POINT TWO: Your customers are talking about you whether you are a part of the conversation or not.
QUESTION ONE: Are you going to join the conversation?
QUESTION TWO: Are you going to join the conversation before your competition does?
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JEREMIAH OYWANG
Practical Tips? Develop a business case starting with customer behaviors, a competitive matrix, and a clear and concise plan how you’ll meet the needs of customers. Do all of this without ever saying “Twitter," "Facebook," or "blogs.”
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Creative Concepts
RESOURCES
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THE WEB 2.0 MARKETING LANDSCAPE HAS CHANGED
That was then This is now
Images courtesy of Forrester, Inc.: “Marketing’s New Metric: Engagement” by Brian Haven
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GROUNDSWELL
As defined by Forrester, today’s groundswell is:
Why brands should care:Customers are redefining your brandIt is to your corporate advantage to harness and leverage the groundswell
Groundswell: winning in a world transformed by social technologiesby Charlene Li and Josh Bernoff
Groundswell, Charlene Li & Josh Bernoff, Harvard University Press, 2008. Copyright Forrester Research, Inc.
“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”
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BUILD A FRAMEWORK FOR SOCIAL MARKETING
Join, enable badging, create own network
Social networks and virtual worldsPeople connecting
Listen and participateBlogs, UGC, podcastsPeople creating
Influence experts, help other customers energize others
Forums, ratings, reviewsPeople reacting to each other
Monitor, create own wikiWikis and open source People collaborating
Learn who is tagging what about your company, tag yourself
Tags, bookmarks People organizing
Make all marketing info available through RSS
RSS and widgets Accelerating consumption of your brand messages
Take what action?What?Why?
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FRIENDFEED
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OTHER RESOURCES
http://Building43.comhttp://blogs.forrester.com/groundswellhttp://www.altimetergroup.com/http://www.web-strategist.com/blog/http://www.socialmediaclub.org/http://www.sfama.org/ & http://www.svama.org/http://scobleizer.com/
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Creative Concepts
PERMISSION TO LEAD
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ARE YOU GEORGE?
www.gapingvoid.com
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PERMISSION TO LEAD
“The levers just got longer (for everyone). The Web and word of mouth and viruses and outsourcing and the long tail and the other
factors involved in social media mean that everyone (every person, all six billion of us) has far more power than every before.
The king and the status quo are in big trouble.
What I’m saying is that one person―okay, what I really mean is you―has everything. Everything you need to build something far bigger than yourself. The people around you realize this, and they
are ready to follow if you’re ready to lead.”
- Seth Godin, Tribes
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THE MARKET
www.gapingvoid.com
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CONTACT INFO
Twitter: @technaceaFriendFeed: technaceaFacebook: facebook.com/thebillsandersLinkedIn: linkedin.com/in/thebillsandersPlaxo: technacea.myplaxo.comBlog: technacea.com
Bill SandersVP, Project Management, Real BrandingVP, Events, SFAMA