thechgchallenge:"the social trade"
TRANSCRIPT
“The Social Trade”
Jake Aull
www.ZenOfBrand.com
September 2011
• Trade & Social Media – Traditional trade – Difference in social media – Communities and trade
• Causes Online:
– Priceless Stories & Experiences – Empowering Visitors & Donors – The power of mystique…
• Incentivization Online Examples
• Community Empowerment & The Social Trade
– The Road Map & Tactical Implementation Plans & Guides
• Ghost Towns: – Examples of what not to do
Contents
Trade & Social Media
• Social Commerce
• Digital Exchange
• Social Capital
• Social Currency
• Socialnomics
• Network Effects
Past Models
• Top-down, one-way communications (traditional models) are insufficient today
• Communities
• Two-way dialogue
• Grassroots-driven growth
• Companies are no longer separated; it is the rise of the “prosumer”
What does Social Media Mean?
• In commerce, customers exchange: – capital & goodwill
– For organizations’ brand/product/service “experience”
– Think perceptions and desires; not true needs…
– At it’s highest level, they seek the church of the brand,
with all that mystique… • It means becoming a “cult” member of Harley-Davidson or
Apple brands… – (the Harley logo is the single most common tattoo in the U.S.)
Traditional Trade
• So, we know social media means organic communities and two-way communications, but what about the end-customer benefit perspective?
• Don’t forget the WiiFMs
• Remember Howard’s RIBS? – Successful online communities contain for the user:
• Remuneration • Influence • Belonging • Significance • From Design to Thrive by Theron Howard – see my presentation:
http://prezi.com/qiltxaytwdss/design2thrive_notes/
Digital Experience & The Social Trade
• In “The Social Trade”: – Customers are buying a digital &/or social experience
– This can be understated, or as elaborate as you can dream
– Think badges and perceived psychological benefit
(Foursquare) and product rewards (redemptions)
– Think album covers in your “music” section of Facebook
– At a simple level, what if your product-purchasing was synonymous with the blog you visit regularly? • Think collectors and hobbyists
– Even think MMOs and virtual worlds and purchasing within…
Digital Experience & The Social Trade
Social Communities integrated with eCommerce
• Social Communities integrated with eCommerce
• (this and preceding screen shot are from adagio.com – to see my digital audit of this site and it’s social/community integrations, visit http://slidesha.re/na3gOp )
Priceless Stories & Experiences Empowering Visitors & Donors
Causes Online:
• A good feeling? • An experience? • Where’s the end-story?
• Social sites can give a complete story
– Before and after – Photos (Flickr, Facebook) – Video (YouTube, Vimeo) – Integrated media and written stories (blogs) – Merits/badges/points for “good”/donations (Facebook)
What do Donors “Buy” from Non-Profits?
• A child is born with a cleft palette.
• Photos/video are shown of the child.
• A donor gives for the child.
• The child is cured.
• Photos/video are taken of the recovery.
• The complete narrative can become a true, full online experience (on a social site).
• At it’s best – individual profiles can be programmed for each specific donor’s “ROI;” or stories…
Here’s a Non-Profit’s Story
• These “stories” are “collected” and “treasured” (even “Liked”) on the non-profit’s social media sites. – With collaborative responses
• This is the best of digital marketing today – social media, SEO - all rely on freshness and relevancy of content – Collaboration supplements organization’s content qty. – content is king!
• Story snippets are continually dished out in social media, presenting these narratives (think customer-experience benefits) – …drawing interest (developing buyer/donor desire and demand) – Pulling brand community visitors and buyers/donors – Drawing conversation (two-way social media dialogue)
Purchasing Stories & Experiences…
• They are the dream, the abstraction, the intangible
• They are the mystique, the lure
• They create the social media “digital church”
• Demand at this point becomes limitless – Mystique is priceless and can’t be capped…
Stories Become Personal
Incentivization Examples
• Member-focused (individual donor stories)
• Stories everywhere
• “Community powered news”
• But do the ads kill it all?
• What do they loose by lack of clear targeting and purpose? – TMI?
Care2.com home page Google search phrase: non-profit health organization .org cause donations online social community
• Clear story
• CTAs
• See community representation and involvement
• Ways to share the info and join the community
The Care2 Hook
• Theme-relevant incentiviation
• Game/contest incentivization & retention (credits)
• Maybe a bit too adsy?
The Care2 Hook
The Road Map & Tactical Implementation Plans & Guides
Community Empowerment & The Social Trade
Form your Wheel & Spoke Model
• Lead-gen/ opt-in
• Purchasing/donations
• More info/ Resources
• Objective/”What”: Achieve revenue/donations
• Mission/”Why”: “Advance the town’s children health and improve the town’s future.”
• Target Incentivization/”How”: Trade donations for “stories/experiences”
• Hub/”Where”: Blog site community of stories and media – Spokes: Facebook, Twitter, anything to pull visitors
• Measurement KPIs/”How much”:
– Opt-ins/leads – Payments – CTR (click-through rate) – Referrals – Shares – Comments
Tactical Sample Plan Layout
• Blog site community (Hub) – (narrative & pictures/video) – Story (blog post) 1 – cleft palette – Story 2 – small pox – Story 3 – village well
• Facebook page (Spoke)
– Wall posts; snippets of blog stories • Sample photos • CTA (call to action) to click-through to see full story on blog
site • “Share” with a friend (community empowerment)
– Facebook lead-gen incentivization posts/tab • (“sign up to receive your _____”)
– Click through to donate…
Tactical Sample Plan Layout
• Twitter (in a day or 2) – Tweet 1: Blog Story 1 – Tweet 2: Pull CTA (call-to-action) to join community – Tweet 3: Tell a friend
(“Net Promoters”; community empowerment) – Tweet 4: Story 2 – Tweet 5: Request donations/purchasing – Tweet 6: Incentivize lead-gen (e.g., subscribe to
newsletter on tax benefits and history of long-term cultural advancement for the needy location)
– Tweet 7: Story 3 – Tweet 8: “Like” Facebook
Tactical Sample Plan Layout (“When”)
• What’s pulling, what’s not (content/CTAs)?
• What channels see the most traffic/CTR?
• Marketing funnel/clickstream/customer journey?
• Change over time? Why/attribution?
• What do people share? And comment on? (community empowerment)
Ongoing Measurement Analysis
Examples of what Not to do
Ghost Towns:
Started at Google…
My search phrase (before landing on the above): non-profit organization .org cause donations online social community
I Went, But No One Was There…
If you build it, do they come?
This is Where the Site Sent Me I Clicked on” Giving” Info from “Women’s Health”
Plenty of ads, automation, but no substance – no connections
• Trade & Social Media – Traditional trade – Difference in social media – Communities and trade
• Causes Online:
– Priceless Stories & Experiences – Empowering Visitors & Donors – The power of mystique…
• Incentivization Online
– What’s your target and positioning? – What’s your primary role and offering?
• Community Empowerment & The Social Trade
– Create, adapt and customize your digital map and plan • Via ongoing measurement and monitoring
• Ghost Towns: – If you build it… – Make it people-, not corporate ad-driven
Review