Published on September 25, 2008
Social Media 7 ways to engage talk leaders and readers
How i Use it My online brand... • 4 years • 1,000+ posts • 2,000 subscribers • 40,000 Google listings • 100 technorati authority
How i Use it You have to try this! Adoption Boredom Trial Abandonment My online life... del.icio.us
about Social Media
Social Media How people use technologies to get the things they need from other people rather than traditional institutions (like businesses and media). News Shopping Advice Tools Networking Entertainment Social media is technology agnostic.
How People Use Social Media How We Build content: How We Use content: collecT coNNecT WaTcH coMMeNT coNTRiBUTe leaRN acT cReaTe cHaNGe
How Brands and agencies Use Social Media STRATEGY VALUE TO VALUE TO CLIENT CUSTOMER • What do we need to accomplish? • How will people ENGAGE with what we do? Why will they be interested enough to participate? Folklore at crispin, Porter & Bogusky: Alex Bogusky doesn’t want to see scripts anymore. “Don’t show me a script, show me the press release.”
7 Ways to Use Social Media
1 observe and listen to Build Relevance Where to find insights: What an insight looks like: • How does your audience talk about the brand? • What is their core definition of who you are? • What other interests do they share? • How do they use social media? PoSiTiVe YoUR Mini is a brand of “People like Me”: BUY oNe BRaNd BUY loTS • A club • A truly unique choice • A brand I’m passionate about, talk about and buy again NeGaTiVe
digital ethnography How we’re connected: What we’re talking about: What we save (and share): What we’re paying attention to: del.icio.us What enchants and engages us:
2 Reach out to online Talk leaders The 5 commandments of Talking to Bloggers and Talk leaders: 1 Get to know your target 2 Be relevant or unexpected 3 Deconstruct content 4 Create fresh kinds of access • unexpected • exclusive • rewarding 5 Provide exclusives
3 Teach Storytelling old Role: dialing for Placements Follow up Create content Distribute content “I’m proud of this work. And I’m trying to get it out there. Will you post it?” New Role: create an Tell an empower engagement authentic social strategy story spokespeople “Drive one.”
4 Refresh Traditional Tools
4 Refresh Traditional Tools
4 Refresh Traditional Tools Socializing our approach From: To: Excite Engage Immediate Recall and Experience Retell Access Serve Up Inform Enable Educate Intrigue
5 Budget to Solve Problems They missed the appointment adVocaTe It doesn’t work PERSONALIZED I sat on hold URGENT aMBaSSadoR for 2 hours! SOLUTIONS FaN This sucks They screw their customers
6 Prioritize engagement early & often Traditional approach: Product Idea od nt Pr uc t Develop me Produ ct Package YoU caMe iN HeRe Market Strategy Stor y o and talked to people here coNSUMeR
6 Prioritize engagement early & often Social approach: Product Idea od so they have nt Pr uc t Develop me ownership here Produ ct Package engage people here Market Strategy Stor y o listen to people here YoU caMe iN HeRe coNSUMeR
7 Rewrite the crisis Plan Listening to and talking through social media when controversy hits Find windows into what talk leaders are saying before the story reaches a mass audience Empower brand trustees who know the mediums and speak passionately Plan ahead by establishing a credible online “people” voice
it is as hard as you think . . . and many clients aren’t ready for it.
People Talking about companies Brand People • What our customer wants • What our competitors don’t offer
People creating and Telling Brand Stories Brand authenticity People • Aligned message • Clear story
People inside and outside are Storytellers New Relationship Model CONSUMER COMMUNITY SHaRed PaSSioN BRAND Source: The Open Brand, by Kelly Mooney
What else do you want to know? ologie.com/PRSa advergirl.com
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