why social media succeeds or fails
DESCRIPTION
The important rules of using social media in a way that is actually effective and how social media incorrectly has hurt companies and businesses.TRANSCRIPT
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Social Media MarketingWhere we are today...
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Who the hell am I?And why am I qualified to talk about internet marketing?
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What comes to mind?When you hear “Social Media” in relation to marketing?
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Where social media is todayThe common approach to social media today
What social media isn’tWhat social media isThe good, the bad and the ugly...
Lets discuss
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Social Media on the Web...also old (relatively)
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Most businessdo it because they feel like they should, rather than because they know how they should
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When you have a hammer... everything looks like a nail
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Social Media is NOTCreating a Facebook pageSending periodic messages through TwitterPosting your commercials to YouTubeCreating your own “Social Network”
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ADDING VA L U E
in a social way or to social interactions
Social Media is...
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Listening
This is done through:
Talking
Energizing
Supporting
Embracing
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The Navy had a problem recruitingApparently, that problem was mothers
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The Navy created a social networkInvited “Navy Mom Bloggers”
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Mothers could...• Talk to other moms who had children in the Navy• Help mothers with a hard decision• Connect and share regarding having children in the Navy...
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THE RESULTS• A new mom joins the site every 21 minutes• She will post 4.2 photos• She will respond to 16 topics• She will watch 11 videos• She will invite four other moms• She will change her mind about the Navy on her 8th day
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You could say thiswas a huge success Why do you think it worked?
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Listening, Energizing, Supporting, Embracing
FACILITATED
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of emotion, engagement and involvement
HIGH LEVEL
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for recruiting new employees to work at Walmart?
WOULD THIS WORK
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Skittles wanted to use social mediaSo they redesigned their website
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A collection of all current skittles discussion on twitter....
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Rather than displaying great conversation about how incredible skittles candies are...
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The page was filled with responses like...
“Skittles are made of people”
“Skittles give you cancer”
“L Ron Hubbard hates skittles”
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Listening, talking, embracing, energizing or supportingThere was no...
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Looking to promote viewership for their next season premier
TV Show MadMen
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CreatedA simple application where users could make MadMen representations of themselves
SharableEnd up with a link to a personal webpage of it, along with facebook, linkedin and twitter icons....
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THE RESULTS• They knew
• 56% of people who looked for info before a show were twice as likely to watch it
• 70% of people who watched a show after looking for info before a premier ended up watching the show regularly
• 1 million unique visitors came to the site and 600,000 visitors created avatars• Thats an impressive 60% conversion rate
• Contributed to the 3.3 million viewers for the premier
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You could say thiswas a huge success Why do you think it worked?
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It was personalized, sharable, incorporated social validation
ADDED VALUE
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Case Study 4Burger King’s “What would you
do for a Whopper?”
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Unfriend 10 people on Facebook...
...And you get a free Whopper
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Listening, talking, embracing, energizing or supportingThere was no...
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If you can’t do it right...ie: not enough resources, ideas, or understanding...
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Tools available to just see what people say about terms, words, brands, etc...
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ADDING VA L U E
in a social way or to social interactions
Social Media is...
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Listening
This is done through:
Talking
Energizing
Supporting
Embracing
