Welcome to the new media world
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This document provides information on using social media to generate value for organizations and individuals. It discusses 5 ways to generate value for an organization, including product research, community building, customer service, two-way communication, and transparency. It also provides tips for using social media to create personal value and engage in two-way communication as an individual. Throughout, it emphasizes listening to audiences and adapting messaging in a transparent manner.
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Welcome to the new media world
- 1. WELCOME TO THE NEW MEDIA WORLD
- 2. Top 5 ways to generate value for your organisation Top 3 ways to generate personal value
- 3. 3 ways to create personal value
- 5. Show not tell – don’t tell us you’re a comedian, tell us a joke
- 6. Test your effectiveness and cut through
- 7. WORK SMARTER NOT HARDER 2
- 10. NEVER WALK ALONE 3
- 11. SYDNEY COMMUNITY MANAGERS GROUP Hey guys, I'm looking to develop some training documents and crisis management guidelines for forum moderators. Can anyone recommend any resources to help? Cheers! :) Has anyone else played around with Hoot Suite's new analytics module? What are your thoughts? Looking for a decent Poll app. Any suggestions? Where did the post/comment button go on Facebook Page walls? :-I All I'm seeing now is new text that says "Press enter to post your comment" for ALL walls... not button to post the comment. Me thinks this change (if applied to every page) will lead to a lot of unfinished wal
- 12. In 140 characters or less Use social media to put your best foot forward with peers, contacts and potential employers #fro2011 About 2 minutes ago via Frocomm New Media Summitt 2011
- 13. 5 ways to create value for your organisation
- 16. What is crowdsourcing? tap into the collective intelligence of the public at large to complete business-related tasks that a company would normally either perform itself or outsource to a third-party provider 16
- 17. QUAL VS QUANT: Ask good questions get good feedback?
- 19. In 140 characters or less Know what your audience thinks of your product. If it's bad, fix it! Establish expectations for actions from any feedback #fro2011 About 2 minutes ago via Frocomm New Media Summitt 2011
- 20. COMMUNITY 2
- 21. 3 Types of Communities Pools Webs Hubs
- 22. 22 EVERY COMPANY IS A MEDIA COMPANY BECAUSE EVERY COMPANY PUBLISHES TO ITS CUSTOMERS, ITS STAFF, ITS NEIGHBOURS, ITS COMMUNITIES TOM FOREMSKI
- 23. Traditional media model Consumers sought information from publishers. Brands sought time with the audience through the publisher. Mandi Bateson
- 24. New media model Consumers seek information from social networks. Brands seek time with the audience directly. Mandi Bateson
- 25. AMPLIFY: Create content that attracts attention
- 26. OPTIMISE: Create content that is shareable
- 27. In 140 characters or less When you have access to a community you have access to an opt in audience. Grow it by delivering excellent and shareable content#fro2011 About 2 minutes ago via Frocomm New Media Summitt 2011
- 30. RECOGNISE: Embrace chaos and know your advocates
- 31. Crisis comms: You know your pain points so be ready for a storm
- 32. In 140 characters or less Use social media to resolve issues before they escalate. Listen to the conversations happening around you and act accordingly#fro2011 About 2 minutes ago via Frocomm New Media Summitt 2011
- 33. 2 WAY COMMUNICATION 4
- 34. These 3 user types make up the vibrancy and population of the Facebook Fan Page. Formulating a strategy to attract and retain each type will set the foundation of a sustainable community. Influencers Advocates Facebook Page Community Participation Enthusiasts Facebook Page Community Population The 1% Rule
- 36. BLOGGERS DROVE OPINION & CREDIBILITY INSPIRED PRESS & TV
- 37. SOCIAL MEDIA CREATED A LEGACY & ONGOING CONVERSATION
- 38. These 3 user types make up the vibrancy and population of the Facebook Fan Page. Formulating a strategy to attract and retain each type will set the foundation of a sustainable community. Influencers Advocates Facebook Page Community Participation Enthusiasts Facebook Page Community Population The 1% Rule
- 39. PLAN TO GIVE GOOD CONTENT
- 40. Ask for expert advice Top engaged Facebook pages include popular teams Manchester United andReal Madrid C.F as well as TV shows like NCIS and How I Met Your Mother with up to Play favourites 2.5% Make it rich active fans Source: Fangager
- 41. Think they’ve got it easy? Aim for between Get an easy ‘Like’ 0.5% Give them options and 1.0% active fans Link to other stories
- 43. IMPROVISE: Be prepared to adapt your messaging, resources and budget
- 44. In 140 characters or less Engaging your audience in two way communication doesn't mean you can't plan ahead. Just be ready to improvise#fro2011 About 2 minutes ago via Frocomm New Media Summitt 2011
- 45. TRANSPARENCY 5
- 49. WHAT HAS CHANGED Speed by which issues escalate into crises How traditional media interacts with socialmedia YOU/ YOUR CLIENT Role of Employees:Brand Guardians Increased noise: Misinformation & speculation Importance of Your Web Footprint: timely, credible, Transparent Impact of Digital History/Permanence on Reputation
- 50. WHAT HASN’T CHANGED Ethical & Responsible Disclosure Direct Communication YOU/ YOUR CLIENT Consistent Messaging The fact that you are only one voice among many Transparency & Authenticity Importance of close Partnership with Authorities Importance of Traditional Media
- 52. 52 react: But take a deep breath first and react appropriately
- 53. In 140 characters or less Transparent and credible communications strengthen the trust an audience has in an organisation. Be transparent and earn advocates#fro2011 About 2 minutes ago via Frocomm New Media Summitt 2011
- 54. 54 Photo credits: Andy_5322 cxoxs dunechaser Jared socialisbetter Today is a good day What now? Don’t try and boil the ocean
- 55. GET IN TOUCH CONTACTUS Need to discuss this in more detail? Google Map Whether you want to clarify our approach to strategy or just have a burning question about digital in general, please contact me at any time. And feel free to stalk me online as well – here’s a few places you can start. Address: Level 13, 338 Pitt Street Sydney NSW 2000 Phone: 02 9268 0242 Email: mbateson@hillandknowlton.com.au blogs.hillandknowlton.com/mandibateson twitter.com/digitalmands au.linkedin.com/in/mandibateson delicious.com/mab397 mab397.wordpress.com twitter.com/mab397 Contact Us Level 13, 338 Pitt Street Sydney NSW 2000 02 9268 0242
Notas do Editor
- 1. Develop yourselfShow not tell Recruiters Google potential employees and this is a great opportunity to come up with additional supporting evidence that you’re the perfect person for the job. Public presentations and whitepapers can be shared on slideshare/scribd, LinkedIn experience and groups – connections, even how much money you’ve donated to charity. Create a rich CV by using social media to show off your best traits.
- Think you’re hilarious? Ever tested it? Twitter and Facebook give you an idea of what people are likely to share/RT/respond to . Get out of your comfort zone and test your content or ability to retell a great story or construct messaging in a social network that relies on voting. If social media is for narcissists then get on their and see how good you can be!
- IMRs or SMPRs. Like an eDM they allow you to track opens, click throughs and downloads so after you send out your press releases you have more intel when it comes to the follow up calls. Over time you can even collate information like what works better – video or photos
- H&K uses Twitter lists to help stay on top of journalists and publications so we know what’s happening in their world. Not only does it allow our staff to develop stronger relationships with their contacts but they can stay on top of opportunities and be proactive about getting coverage
- I worked in small businesses and was *the* marketing team for far too long. Can I encourage you to reach out and make connections with people you meet today and try and stay in contact? Personal networking is fantastic for bouncing ideas off someone else, sharing best practice info and even avoiding that isolated feeling of being the lone marketer with an industry joke. Personal networking LinkedIn, Twitter, Groups like Sydney Community Managers
- So in the spirit of social media I’m finishing each section with a takeaway in 140 characters or less. This one is to use social media
- Social media gives you a great audience for product research. You just need to decide how you’re going to use it.
- There’s a reason why social media experts always tell you to kick off your strategy by listening. We’re an opinionated lot – while it’s still hard to get someone to fill out the equivalent of a customer feedback form you can find people’s opinions online often whether you like it or not. First step, listen to what’s being said about your organisation.
- You can also crowdsource better product ideas. Remember to set expectations regarding the execution of any ideas that come up within the feedback. Last year an online community decided to vote for Justin Bieber to tour the country of their choice as decided by a popular vote. That country was North Korea. If you’ve got your audience telling you what they want it’s a great step – so don’t disappoint them too much if their outrageous expecations can’t be met. Know what your audience thinks of your product. Fix it.Give them what they want.Caveat Australian Idol
- Ask good questions but remember that this is not a substitute for market research. If you are asking a Facebook community then it’s likely to be skewed towards favourable feedback because your detractors are less likely to be fans of your page.
- My biggest caveat regarding audience choice. Can anyone tell me who this is? Scott Cain won the third year of popstars, he was one of the first winners of those audience voted talent competition in Australia. The audience has it’s own agenda so just because they tell you what they want as a winner it doesn’t mean they’ll buy it as a product.
- Whether you eavesdrop or ask them straight out, know what your audience thinks of your product
- Have you noticed how much people talk about community with social media? Here’s what they mean
- Pools: The shared activity, goal or values, and loose associations with one another THE SHARED ACTIVITY, GOAL OR VALUES ARE THE KEY TO THIS COMMUNITY AFFILIATIONWebs: People have strong one-to-one relationships with other who have similar or complementary needs PERSONAL RELATIONSHIPS ARE THE KEY TO THIS COMMUNITY (Facebook)Hubs: People have strong connections to a central figure and weaker associations with one another A CHARISMATIC FIGURE IS THE KEY (Martha Stewart, Oprah)What’s the benefit of having a community?
- Community really solidifies much of what I’m talking about today. To see the benefits I want to take a step back and compare it with a more traditional model
- Publisher, or the media sold information to an audience. It could do this because it invested in a distribution model to reach a number of people. Because it had a product to sell to their audience it looked for great content so that it could continue selling something of value as well as blank space that would be tolerated by the audience to lower costs. Brands would seek an audience through the publisher, either by buying space or earning coverage through PR.
- Now the new media model allows the brand to be the publisher.This comes with a huge opportunity, to reach the audience on your own terms. However these online communities aren’t just an information source. It’s a communication channel, a networking platform, a personal space that you’re trying to infiltrate. So instead of trying to negotiate with publishers, you need to negotiate directly with the audience to continue interaction with this community. If you step over the mark, opting out of your content is far too easy. Your community relies on you producing something of value.
- If you do it right your community will extend its reach. Create content that grabs attention in the right way and demonstrates your messaging – again show, don’t tell. You’ll create advocates who can be the strength behind your proof points. It’s good if you can tell your audience how great you are, it’s even better if someone else can tell them.
- 80% of content online is consumed in a different place then where it originated. Ensure your content is shareable and let the community do the work for you. Encourage sharing, which may means letting go of your idea of control. The easier it is to share and distribute your exact content the more likely it will be shared with accuracy
- Social media gives you the opportunity to deal with issues before they escalate. Some people think it creates issues instead, I think it needs perspective and some forward planning to understand the opportunities
- Unprecedented access to different stages of the customer cycle. Not everyone here markets a product so I’m using the NSW election as an example. People tweet when they’re waiting, they tweet images, they tweet direct to their contact, they tweet questions they want answered, they tweet information they see as interesting (again you’re crowdsourcing popularity in a way) and they tweet nonsense. In a lot of cases they tweet about you, not at you. So what if you could answer these questions before they escalated it to you? When you do resolve an issue more often than not the user will tweet a thank you or the result of the query. How often do you get this from a phone call? Positive PR for answering a phone? Unlikely. Positive online sentiment for a speedy response to a tweet? Very likely.
- If you have a good community you may even be lucky enough to have others step in to answer your questions for you, or defend you against detractors. How great is it to know that if one person complains about you there are several people willing to step up on your behalf and defend you?
- Managing negative sentiment – you know your customer’s pain points so get ready for them to be aired. Although sometimes it is not worth engaging. Your audience likes to vent and if you try and problem solve you could create more angst. Proactive outreach can help dilute the crisis. Have a trusted presence where you may need to respond quickly to defend your brand or clarify inaccuracies. People are most likely talking about you anyway so be in control of your response.
- Key Challenges:Ensuring that the event was a sell-out ($$)Ensuring that we engaged with travel/foodies to get the Wellington message acrossEstablished a community of Fans that could be marketed to later.
- Unfolding of a campaign – that turned traditional media relations on its head, using the power of social media and blogs.We decided not to do a big launch as you might normally do, instead deciding to do grass roots engagement with bloggers.The two way communication let us know when bloggers were going to the restaurant, let us engage with them throughout the meal and encourage photos/tweets to their followers during the experience, and to jump on the blog posts as they were published to help extend their reach.
- End result was :60 pieces of coverage4+ million people reached in four weeks303 tweets reaching 63,627 people.
- Unfortunately there are some people who will struggle to get their audience talking while others will find it hard to get them to shut up. Instead of just blasting out information to your audience, how can you encourage a dialogue?
- How do you plan for a conversation? It’s difficult but you can certainly plan conversation starters, or at least pop into a calendar what peopl are likely to be talking about and when –school holidays, release dates, events
- What makes good dialogue? Fangager tells us 2.5% of fans are regularly active on the top pages on Facebook. That may be easy for pages like Man U or popular TV shows but you can get a response from people by choosing how you phrase your content when you post it. Keep in mind the idea of getting a response and you’ll be less of a boring broadcast source.
- If you want to know how you’re tracking, don’t worry about aiming for 2.5% . Between .5 and 1% is a great start and shows an engaged audience.
- Remember to make your content likable. That may just mean phrasing your update to suit a like. See this example where at the bottom they initially posted bad news before rephrasing it to include “our thoughts and prayers are with the families”. The difference between # of likes is huge which means the update is more likely to be seen by more people. Facebook favours interaction.
- Be prepared to changeBe nimble means be ready to adapt your messaging, resources and budgetBe open minded – you are not harnessing the voice of 1000 brand managers who know your messaging and VIGBe responsive – this is not just a broadcast. React to daily events, reply to your audience, change your campaign if it’s not working (but give it time)Who is managing the campaign and are they equipped for change?Don’t overreact if things don’t go your way
- 19% Facebook users don’t embellish their story
- It’s more likely that the person on the other end of the keyboard is who they say they are because it’s too easy to find out this information
- Don’t over react – you may garner more attentionHow you deal with a situation has now become part of your proof points for your brand. Deleting negative comments or creating fake positive comments can cause more harm than good.
- You can’t really get your arms around this stuffThere is no manualThere is no rulebookThere is only what’s happening todayStart with one thingDo three things for me:Get a senior championIdentify the people in your organization who are passionate about digital even if they are not digital practitionersDon’t focus on technology