the social media ecosystem
contents the social media ecosystem the fundamentals the social media inferno reach and influence the new breed of e-consumers rules of engagement levels of engagement our approach to social media online reputation management social media marketing
the fundamentals
what is social media? Soc ocial ial media dia is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers
defining social media definitions are constricting participatory media, collaborative and go against the social technologies, dynamic two-way media ethos and it will communication certainly take volumes of easy to use tools, socialization of pages to comprehend such a toys and information technologies . fluid phenomenon A democratized decentralized media space the fundamentals though consumer controlled interactive, media - the new engaging, intuitive are constant and inviolable sovereign netizen platforms more choice, more information, more direct & immediate participation
the social media inferno
utility & usage so social ial netw etwor orking king citizen izen journ rnalism ism phot oto o sharing ring online ne gaming ing user-gen generat erated d conten ent podcasti casting ng profess ession ional al net etwor orki king insta tant nt messaging saging blogging social ial search ch socia ial bookm kmarki king ng video eo shar aring ing virtu tual al worlds rlds revie iews, , rat atin ings gs, , rec ecomm ommen enda dati tions ons
blogging platforms, services, search, communities
networking social & professional networks, niche networks, virtual worlds
exploring, sharing video music & photo sharing, bookmarking, reviews, opinions
reach and influence
impact Consumer 30 percent of engagement with Blog readership frequent social content & 24% of online car dwarfs traditional networkers trust communication shoppers have media news their peers’ activities changed their overwhelmingly. opinions when constitutes 79% mind about a making a major of time spent Almost 80,000 vehicle purchase purchase online new blogs appear based on social decision, but only every day media - Compete - Online 10 percent trust Publisher’s an advertisement Association
impact they download, upload, their opinions, preferences, share, use, abuse content as needs remain digitally routine activity archived found’ is fast becoming their new search a generation where they surf they express doubts, the net more than they question reality, test facts watch television
impact acknowledge and appreciate the growth, reach and influence of co consumer nsumer ge generate nerated d medi edia
meet the new breed of e-consumers
behavior out of hundred wired people… Source : Business Week in data
behavior in indi divid idualis ism sel elf-exp xpre ression sion rec ecogn ognit ition ion
behavior in informe rmed opi pinio ionated ed empo empowere ered
behavior coll llaborat borator or crit itic ic crea eator or
rules of engagement
Dos balance ce the e equa equati tion on corporate consumer objectives needs
Dos nurture social relations invite interact inform become converse thought & leaders contribute
Dos It’s not about blasting messages relentlessly through a series of learn listen channels. It’s about listening to the conversation taking place in your market community and responding
Dos sponsor conversations create interest feed their desire and communities drive to create be e your ur true e sel elf create buzzworthy enable engaging content – think witty, brand-user weird, gross, experience outrageous, and original
Don'ts never fake it it no po poser er tactics tics no dishonest information… Don’t just push - PAR ARTICIP ICIPATE TE
reality check the old pick up lines won’t work. vir irtua tual l rec ecog ogni niti tion on doesn’t come so ea easy sy
levels of engagement
reach: stimulate interest purpose and intent get introduced create buzzworthy content invite interaction create awareness tools and toys product/brand pages blogs, podcasts applications , widgets social media advertising viral video marketing
respond: start a dialogue purpose and intent converse with the consumer collaborate reach and inspire consumers to interact visibility tools and toys interest communities polls, contests, events discussion boards/forums interactive applications
respond: build relationships purpose and intent credibility commitment consumer as creator recruit evangelists, supporters, collaborators tools and toys relinquish control participation collaboration, co-creation avenues of consumer generated content
points of reference design your create brand sneakers communications shape products shape brand and services experience
our approach to social media
online reputation management
fundamentals In the virtual ecosystem, what matters is your cr credib edibility ility tr tran anspa sparenc rency ef effici iciency ency rep eputa utati tion on
impact Vincent Ferrari decided to cancel his rarely used AOL account, but he heard rumors about poor AOL customer service so he decided to record his phone call to AOL. After 15 minutes on hold, he reached a customer service rep who refused to cancel Vincent’s account, even after he repeated “cancel the account” over and over again. Vincent then posted the recording on YouTube where it became an instant hit and a magnet for others sharing the same frustration with AOL. This caught the attention of the Today Show which broadcast an interview with Vincent. AOL apologized, fired the rep and promised to make changes.
impact Law student Brian Finkelstein’s Comcast internet service kept going down. A Comcast technician arrived to repair the modem but was placed on hold so long he fell asleep on Brian’s couch. Brian grabbed his video camera and filmed him. He added the text “thanks for two broken routers, four hour appointment blocks, weeklong internet outages, long hold times, high prices, three missed appointments, and thanks for everything” and put it all to music. Like Vincent Ferrari, he posted the video to YouTube and it took off. Millions of views, mainstream media coverage, a rep firing, and a company apology followed
intervention imagine customer support that works like this… Instead of calling a number and waiting forever, the consumers just post their problem on a blog, forum, community, or network You track the comment and post your comment/fix right there. If what you posted worked, and it was quick, the consumer is likely to post his/her satisfaction right there. The interaction is performed in public, the satisfaction is evident. This conversation is now digitally archived for posterity – the surest way to customer acquisition By using easy and cheap technology, you can track each and every conversation that has something to say about you. You can reach out to the unhappy and mollify/fix/reward them, while reaching out to the happy and amplifying them
our approach to ORM who: o: iden entify tify audie ience wher ere: e: comm mmunicati ication on & colla llaboratio boration chann annels els • users • websites • consumers • blogs • influencers • forums • peers • groups • prospects • communities • partners • social networks • podcasts di discover er, di dissec ect, t, do docum ument ent • video sharing what: at: analy alyze e & aler ert • user generated content • social search how: w: listen en & learn arn • social intelligence • who is talking? • consumer motivations • what are they saying? • word of mouth behaviour • likes, dislikes, needs, desires? • brand proposition vs consumer perceptions • trends & sentiments? • information, intervention, solutions
measuring influence improve consumer satisfaction, retention, response, and identify performance gather emerging feedback, market business and opportunities competitive for new intelligence products and services insights information identify test potential crises effectiveness intelligence that could of marketing damage brand campaigns and reputation as brand early as promotions possible engage screen ideas, consumers in messages and direct product test concepts development
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