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Social Media Marketing
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Larry JenningsSeguir
Senior Project Manager at Yello.co em Yello.co
Social Media Marketing
- Social Media: Why Businesses Need to Learn it to Survive! By Larry Jennings I can be your Companies BFF! Or I can Bring Da Hatez!
- What are the Tools of Social Media?
- Why is Social Media Important to Business? www.socialnomics.net
- Because Business Is Changing!
- What Has Changed? Source: www.viralblog.com
- The Biggest Reason: Customers Are already using Social Media to talk about companies! Views: 1,384,938 as of 10/24/09
- Questions???
Notas do Editor
- All 1 Way forms of communication Source Wikipedia
- Looking online I found 8 different definitions but no “offical ones” What I did find was that a majority had the following in common. http://www.google.com/search?hl=en&client=firefox-a&rls=org.mozilla:en-US:official&hs=ope&defl=en&q=define:Social+media&ei=_O3oSsbTIduJtgemr9D1Bg&sa=X&oi=glossary_definition&ct=title&ved=0CA0QkAE
- social media: A category of sites that is based on user participation and user-generated content. They include social networking sites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, and other sites that are centered on user interaction.
- www.socialnomics.net This is a bunch of Statistics.. I have a link to their sources in the references. So take this with a grain of salt.. However, even if these are somewhat correct.. And I think a good amount of them are.. It is signaling a shift in how we communicate. Why do businesses care about this. Well this is how their customers talk to each other and how businesses talk to their customers. Bad Customer Service.. We will look at that Word of mouth. What bloggers are saying abot your brand.. You better. 78% trust peer reccomendations 14% trust ads Shift in communications STOP AT SHIFT IN WAY WE COMMUNICATE
- http://blogs.zdnet.com/Hinchcliffe/?p=961&tag=nl.e539 This is the shift in the way we communicate (from the video) but its applied to a business centric perspective. Value shifting from transactions to relationships. This is the growing realization that the traditional business transaction weather it be a product or a service as the core source of value to a company is diminishing and value is now coming from relationship dynamics. We will see this with Zappos. adopting new ways of interacting with customers Web 2.0 and social computing will be key enablers of this for business units and IT organizations that want increased relevance.
- http://mashable.com/2009/09/22/social-media-business/ The most popular brands in social media tend to post less about their products or services and more about things that help their customers get to know the people and personality of a company. Their goal is less about “selling” and more “engaging” — and, as a result, through such engagement people feel more comfortable doing business with those companies. Lesson: Release fewer “official statements” and more personal ones that help you make a connection to your customers and audience. 2. 2. From “Large Campaigns” to “Small Acts” In the past, if we had a very bad or very good experience with a company, it could take days or weeks to tell all of our friends and relatives about it. Today, in a matter of minutes, we can let all our friends on Facebook or followers on Twitter know about what happened. When every customer experience can be easily and widely broadcast, small issues become super important. Loic Le Meur, CEO of startup software company Seesmic, once told me that one of the most important jobs of a CEO today is to hear what people are saying about the company’s product across social media channels, and to respond to them directly. In fact, much of his Twitter stream is @replies to people commenting on his company’s product. Bigger companies, such as Southwest Airlines and Comcast are using Twitter in the same way, making sure customers’ concerns are addressed. Because bad experiences are broadcast just as fast and just as easily as the good, it pays for companies to pay attention to the one-on-one customer relationships forged via social media. Lesson: Instead of only relying on big campaigns, make authentic, helpful relationships and communication the new campaign. 3. Shifting from “Controlling Our Image” to “Being Ourselves” Of course companies need to have employee policies, and there is such a thing as bad press, but look at the most popular companies in the era of social media, and you’ll generally find the ones that give their employees freedom to be themselves in online spaces. The goal should no longer be to create a very controlled and polished image that everyone in a company tries to reinforce, but rather to give employees the means necessary to be human beings that can put a friendly face on the corporation. Lesson: Forget the unified company image, give staff the freedom to be themselves, and trust that the relationships that they build will help the company in the long run. 4. From “Hard to Reach” to “Available Everywhere” Companies like Dell, for example, have fully embraced multiple channels of support. Their community site lists all the ways customers can connect with them through Twitter , Facebook , Flickr , YouTube , forums, blogs, email, and more. Dell wants people to be able to connect with them through whatever channel is most comfortable. Lesson: Rather than expect customers to communicate through your chosen means, allow them to do so through their chosen means. In this new era of social media, companies are asked to be increasingly transparent and personal. Of course, traditional advertising and press releases will still have their place, but social sites such as Twitter and Facebook allow a whole new type of communication to take place that has previously been unknown to most businesses. Possibly more important for businesses than getting a large number of followers on social media sites, is following through on the opportunity to forge more genuine and direct connections with their customers. Businesses who choose not to adapt to the new culture will be at an increasing disadvantage, as their customers slowly build personal relationships with their competitors. We are now in the age of open communication, engaged dialogue, and transparency, and business success may now have less to do with the size of ad budgets, but on the quality of interactions with customers.
- http://www.viralblog.com/viral-commercials/microsofts-great-b2b-viral-the-break-up/ This Video basically illustrates the new disconnect between business and customers.
- http://wiki.beingpeterkim.com/ BLOGS Coca-Cola Conversations is a blog written by company historian Phil Mooney that focuses on Coke collectibles. 37signals – logs not only about their software. But about web design in principle. Also posts good tweets on homepage Accenture – offers several blogs depending on your level of IT knowledge as well as their products. Twitter: Popeyes – likes to tweet replies to various #popeyes searches. Clever responses “ ComcastDoes Customer Service Straight through Twitter.. Even if not requested Dell also does customer service but shows sales there also. YouTube Blendtec is famous for its bevy of inexpensive “Will It Blend” videos posted on YouTube and shared by millions. Home Depot – about 100 + how to videos Eukanuba – Profiles of Champion dogs. FlickrSlideshare Jeep connects with customers via a community page with links to photos on Flickr, the company’s MySpace and Facebook pages and a list enthusiast groups Others Toyota and cisco Own Lands in Second Life National Geographic -
- http://blog.orourkehospitality.com/2009/10/southwest-airlines-leverages-social-media-tools/ Southwest Airlines in April, 2006, they began their blog ‘Nuts About Southwest’. 30 employees from all departments, including the Flight Crew, to blog, and gave them two guidelines; write what you are passionate about and write when you feel like it. Berg says some of the bloggers are prolific and others hide from her in the hallway. In May of 2008 Southwest Airlines relaunched their blog, to make it more web 2.0, by adding new elements such as videos and podcasts. Visits went up by 25%. Lessons Learned From this interaction One case study was called ‘Open Season on Assigned Seating’. Basically, the CEO announced on a blog that Southwest would change the open seating policy to assigned seating. His blog post received 700 comments from customers voicing their opinions, many of which opposed the change. Therefore, he decided to keep the open seating policy. Another thing that Southwest learned from this was that travelers were unhappy with their boarding process so Southwest was able to adopt a new process. Southwest declared on their website, “You Spoke and We Listened – Southwest Airlines Says Open Seating is Here to Stay!” Another case study Berg discusses is called ‘A Story With Legs’. This was a case where Southwest asked a passenger to cover up her outfit because she was scantily dressed. Six months later the story broke in the San Diego Tribune and on the Today Show. Many people were outraged and comments exploded online. Southwest finally apologized, but Berg admits they should have done it earlier. The Next Time it happened This time Southwest responded earlier by releasing a video which told their side of the story. The video received 250,000 views and was number 8 of the most viewed videos. This time Southwest received tremendous support from the public and other bloggers. Southwest also uses other social media platforms including Twitter. They currently have 750,000 Twitter followers. They posted a 2-day fare sale which was driven by social media and had tremendous results.
- H&R Block http://www.hallme.com/blog/hr-block-social-media/ http://ebizine.com/social-media/case-study-hr-block-gets-big-buzz-through-social-media-for-digital-products-how-to-test-and-pick-channels/ Trueman Green. http://www.youtube.com/user/TrumanGreene#p/a Here’s how H&R Block used these social media venues: Twitter: H&R Block is using Twitter as a reputation management tool and communication channel. H&R Block’s Twitter profile, is filled with responses to other Twitterers comments, concerns or questions about taxes or H&R Block itself. Here’s how it works: H&R Block uses a Twitter aggregator like Summize and monitors tweets about things like their name, tax questions, stuff like that and they they respond to that person. For example: One Twitterer ‘tweeted’: “Trying to figure out an “Offer of Compromise” with the IRS. H&R Block still has not called me! Within a short time H&R Block responded with this: “Let us know if you need help getting touch with one of our tax pros.” Real time reputation management. Very proactive, very smart. MySpace: With the help of a hired actor (I’m assuming, hoping) named Truman Greene, H&R Block created a super stoked H&R evangelist with a lot charisma and likeablity. Truman created funny viral videos, had his own MySpace page to promote his love for the brand, and even developed a fan base. YouTube: H&R Block ran a contest “Me & My Super Sweet Refund”. The objective was to submit a short video about how they would spend their tax return. The winner received $5,000! With 130 submissions and thousands of votes, the contest was a success. Facebook: Created a Fan Page published Truman Green’s videos, developed branded applications that the entire Facebook community can feature on their profile or share with their friends. Second Life: H&R Block started out by establishing an island in the virtual world of Second Life. Ran a series of “Ask a professional” nights in the digital shop run by actual tax professionals sharing tax advice, answering questions, and providing some really cool tax preparation products. One point that Paula Drum did make clear was that while the use of social media can be more effective than traditional advertising it does take up a huge about of human capital to make it successful and meaningful. And no…she wasn’t talking about guys in costumes…
- http://www.idgconnect.com/index.cfm?cid=116&pk=13319&event=showarticle ZAPPOs Zappos CEO Tony Hsieh has nearly 1.3 million followers on Twitter, and the company's official Facebook page has almost 21,000 fans. Rather than using these channels to pitch products or sell its brand, Zappos focuses more on building personal relationships with customers by talking to them about the company's culture and values. "It really is about who we are as a company rather than what we sell," says Aaron Magness, director of new business development at Zappos Its like the culture has become their brand. Zappos has a dedicated page for Twitter on its site where nearly 500 of the company's 1,400 or so employees tweet regularly about what they're doing at work. The site also aggregates all public Twitter mentions of Zappos -- the good, the bad and the ugly -- and presents them in a single location. The company's Facebook page, meanwhile, features videos and pictures of company picnics, employees at work, office humor, motivational messages and much more. There are no policies specifying which employees can or can't post on such sites or what they can say, The informality and transparency has engendered what Magness believes is stronger customer loyalty. "To customers, we are not just a faceless corporation. They know our CEO as a person as opposed to someone hawking goods," he says. And the interactivity enabled by social media has also allowed the company to spot and respond to customer issues faster, he says.
- 5 Small Businesses Successfully Using Social Media October 21st, 2009 | by Lauren Fisher http://mashable.com/2009/10/21/social-media-small-businesses/ Howies is a UK clothing company specializing in activewear. Blog is very personal. CEO had followers upset when he had to sell his bike Also Have a presence on twitter, last.fm (company playlist) and facebook as well as more specialized Social Netowrks Lesson: By creating an incredibly social website, Howies demonstrates an understanding of the full social media landscape. It’s one thing to work hard at building an external community on social networking platforms, but the key is retaining this traffic on your own site and creating a social experience for the user that will (hopefully) lead to sales. Kogi BBQ is a mobile Korean BBQ trust that travels around Los Angeles selling Korean tacos. They’ve built up an impressive 45,000 follower base on Twitter by tweeting where their truck is going to roll up next. The company also recently ran a crowdsourced t-shirt competition , with fans voting on their favorite t-shirt design. The story behind Kogi BBQ is decidedly home-grown, showing that with a personality and a good product you can build up a loyal community. The now-famous taco truck has basically reached cult status and is an excellent ‘how-to’ for any business who wants to get involved with Twitter. Lesson: Kogi have shown that social media is about taking the mundane and making it remarkable. On the face of it, a mobile food truck isn’t all that innovative. But a mobile food truck that tweets its way through Los Angeles? That gets people engaged and importantly, the end result is boosted real-world sales. The Marsh Cafe With a simple poster in their window, The Marsh Cafe in San Francisco, have seriously demonstrated that they’re ahead of the social media curve. This summer they put up a sign that promoted ‘Foursquare mayor drinks for free!’ The cafe has received lots of coverage for their innovative marketing campaign, including on mainstream media outlets, such as CNN . Cari Turley, the manager of The Marsh who runs their social media presence, explains that she is an active user of social media including Foursquare, which is how she came up with the idea for the promotion. She says, “Already, a dozen or so people have written to me about how ‘cool’ the offer is, and really, in the Mission District, cool is the best thing you can be.” As for the impact on business? Since starting the offer, The Marsh cafe has a seen a surge in demand and has hired extra staff and extended opening hours to meet it. Denis Crowley, co-founder of Foursquare, even contacted the cafe after the promotion and worked to develop a special box application that promotes the offer. Lesson: By being right at the forefront of new technology, The Marsh has demonstrated how something as simple as an offer for a drink can garner attention and create conversations around your brand. Because the staff at The Marsh are heavy social media users themselves, they know what works and what doesn’t work — and this is invaluable.
- Businesses who choose not to adapt to the new culture will be at an increasing disadvantage, as their customers slowly build personal relationships with their competitors. We are now in the age of open communication, engaged dialogue, and transparency, and business success may now have less to do with the size of ad budgets, but on the quality of interactions with customers.
- http://www.youtube.com/watch?v=CvVp7b5gzqU