Social Media and Your business

Social Media and
Your Business
January 15, 2009
Presented by Chris Klaehn, Partner and Director of Brand Strategy | cklaehn@corey.com & Ryan Evans, Director of Experience Design | revans@corey.com

2009 Corey McPherson Nash | Propriety Content | For| more information, email info@corey.com
2009 Corey McPherson Nash | Propriety Content For more information, email info@corey.com

Agenda

1.  What is it?
2.  Why should we care?
·  Personally
·  Professionally
3.  How do we use it?
4.  What it means

2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com

Agenda

Rules of today:

We believe in walking the walk
·  Live Tweeting – http://www.twitter.com/cmntweets/
·  Show examples of our own SM
·  Continue the conversation


What is it?


What is Social Media

Social media are primarily Internet-based tools
for sharing and discussing information among
human beings. This interaction, and the manner
in which information is presented, depends on
the varied perspectives and quot;building” shared
meaning among communities, as people share
their stories and experiences. - Wikipedia



shared meaning among
communities, as people share
their stories and experiences.

Creating a shared meaning is about creating a
distinct, compelling and meaningful BRAND


Brand Strategy

What is Branding?

Business Plan Brand Strategy Tactics

• Sales Objectives • Brand Perception •  Overall Look & Feel
• Target Markets • Brand Architecture • Community Outreach
• Market Landscape • Position • Social Media
• Competitive Landscape • Messaging Strategy • Public Relations
• Online/Off-line
Communication Pieces


The Way CMN Thinks About Brand

·  Criteria



What it is What it is not
·  Transparency ·  Only what we want people
to know

·  Low barrier to entry ·  Difficult to use

·  Blog, Flickr, Facebook, ·  Email, IM, podcast, RSS,
Twitter, YouTube print newspaper, Web site

·  Engagement ·  Broadcast, one-way street



Telling Statistics
·  Twitter's site traffic grew 422% from August 2007 –
August 2008

·  Facebook is on pace to pass 200 million unique visitors
(up 116 percent)

·  MySpace is at 126 million uniques

http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising



·  9 million blogs
40,000 new ones/day

·  Podcasts in the U.S. was 18.5 million people in 2007,
and will reach 28 million in 2008.
Advertising revenue for podcasts totaled $165 million last year. eMarketer


Why should we care?


Personally


Why In the World Would I Do This?

Since the 1960s, there is a decline of “social
capital”: connections among individuals –
social networks and the norms of reciprocity
and trustworthiness that arise from them.”

Bowling Alone by Robert Putnam
http://www.bowlingalone.com/



·  Anticipated reciprocity
·  Increased recognition
·  Sense of efficacy

Peter Kollack, The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace (1998)



1.  Ambient Awareness
·  Sophisticated portrait of your friends lives

·  Rhythms of lives

·  An invisible dimension floating over everyday life

·  Ping pong messages feel even more intimate than a phone call
(Mizuko Ito, Japanese socialist)

- NYT Brave New World of Digital Intimacy 9.7.08
http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital
%20intimacy&st=cse



2. A way to feel “less alone”

http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital
%20intimacy&st=cse



3. Have more “friends”
Dunbar Number

·  Humans are hard wired on the upper limit of people
we know = 150

·  Parasocial - Peripheral people in our network whose intimate
details we follow closely online (Berkman Center for Internet and
Society)

http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital%20intimacy&st=cse



4. Get answers; good referrals
·  Weak links are where the value is in social media

http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital%20intimacy&st=cse

http://www.boxesandarrows.com/view/social-networks


Professionally


Why Should We Care?

Our clients are not saying,
“Make us ads” or
“Make us Web sites”
They’re saying,
“Create interaction between
our brand and our customers.”
That’s our job now.

Executive Creative Director of the Nike account at R/GA “Multiscreen Mad Men” New York Times 11.23.08
http://www.nytimes.com/2008/11/23/magazine/23roundtable-t.html?scp=3&sq=multimedia%20mad%20men&st=cse


Why Should We Care?

Top 6:
1.  Be authentic
2.  Fortify. Strengthen your current audience; engage new
ones
3.  Connect. Give your audience a reason to participate
Don’t sell, sell, sell

4.  Be remarkable
Give them things to remark on

5.  Get outside (your site)
Participate in other discussions, not just your own

6.  Embrace Organic Planning. Have a plan, but be ready to
adjust


Positive Example


Not So Positive
Example


Corey McPherson Nash
Example


Why Should We Care?

25th Anniversary

Start with: So what?
Core to the Corey brand, “Thoughtful Branding + Design”
Theme: Looking Forward/ Forward Looking


Why Should We Care?

Goal:
Tactics:
Deliver on experience and 25 years of great work
Greeting
Live Tweet
Parting gift
Continuing conversation


Why Should We Care?

Case Study

The Obama Brand


Why Should We Care?

The Obama Brand

“Obama represented the starkest
change from George W. Bush in style
and in substance, in many ways.”

David Axelrod


The Obama Brand

·  How it fits
the Criteria

RELEVANT/MATTERS
Honest, open, stable

PROFITABLE OWN-ABLE
Campaign “owned” by Diverse background
many, not few Community organizer


Messaging Strategy:

Platform:
Change We Can Believe In
Signified: Hope
Spirit: Positive, inclusive


Social Media Approach
2008 Presidential Campaign Social Media Stats:

2,379,102 1,792 videos 112,474
supporters uploaded since 11.06 followers

114,559
subscribers

620,359 4,603
329 videos
supporters followers
uploaded since 2.07

28,419
subscribers


Most impactful videos of the campaign:

1.  Yes We Can - Barack Obama Music Video

14,379,890 views, 404 blog posts,
293 non-liberal/bloconservative blog posts (73%)

2. Wassup 2008

424 non-liberal/conservative blog posts (64%)


3. I Got a Crush...On Obama By Obama Girl

4. Barack Roll

5. American Stories, American Solutions: 30
Minute Special

Morningside Analytics http://tinyurl.com/66ojww


Of the top 5 influential videos:

1 was officially from the campaign
2 were professionally produced
1 was moving
2 were funny

All were remarkable.

How do we use it?


ion
rsat
Content Is King
onve
C

Content is just something to talk about.

- Corey Doctrow

http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html


Social Media
Strategy Matters


http://www.twitter.com/nytimes http://www.twitter.com/coloneltribune

Tweets sent vs. received
Month of November 2008

@NYTimes
17,450 followers

@ColonelTribune
3,955 followers

http://almightylink.ksablan.com/2008/11/tribune-23-times-more-engaged-than-times-on-twitter/

· 

@NYTimes @ColonelTribune
17,450 followers 3,955 followers

•  Great content •  Great content
•  But same as elsewhere •  Has a face
•  Adds a viewpoint
•  Queries the audience and
responds


Engagement


Getting to Engagement


Getting to Engagement

1.  WHO do you want to reach?
2.  WHAT are your objectives?
3.  HOW will you engage in relationships?
4.  CHOOSE your social media technologies


1. WHO do you want
to reach?


Getting to Engagement: WHO

·  Sample Target Audiences
·  Prospective clients
·  Prospective employees
·  Peers
·  The media & bloggers



·  You have to know your audience
·  Market research
·  Interviews
·  User personas


Example: Knowing your audience

http://thecaffeinatedblog.typepad.com/the_caffeinated_blog/2008/11/social-media-marketing-case-study-using-facebook-to-promote-a-professional-photography-business.html

2. WHAT are your
objectives?


Planning Your Strategy: WHAT

·  Sample Objectives
·  Spread your message
·  Enable word of mouth marketing
·  Monitor brand perception
·  Support current customers
·  Gather & develop ideas
·  Work more efficiently


Planning Your Strategy: WHAT

·  Your objectives are familiar business functions
·  Align with business objectives that you already have:
·  Business plans
·  Branding goals
·  Marketing plans
·  Product development and support


Example: Crisis Management

http://twitter.com/csmonitoronline

Example: ComcastCares

http://twitter.com/comcastcares

3. HOW will you
engage in
relationships?


Planning Your Strategy: HOW

·  Sample Strategies
·  Query your audience
·  Energize your advocates
·  Facilitate discussions
·  Build communities
·  Crowdsource ideas
·  Just watch


Planning Your Strategy:HOW

·  Make sure your engagement strategy will work for
you.
·  It has to be comfortable
·  It has to match your culture & personality
·  It has to fit with your available resources
·  Make it part of your work flow



·  Provide value
·  Be consistent
·  Make it authentic and personal


Example: Making it Authentic and Personal

http://blog.wellsfargo.com/wachovia/

Example: Making it Authentic and Personal

http://www.mitadmissions.edu


Example: Providing Real Value

http://www.facebook.com/pages/Whole-Foods-Market/24922591487?ref=s


·  Get tactical and specific about engagement



How @jowyang uses Twitter
As a shared feed reader
As a chat room
To capture events
Listening tool

How @jowyang doesn’t use Twitter
Personal minutia
Excessive personal discussion

http://www.web-strategist.com/blog/2007/11/29/how-i-use-twitter-and-you/



·  Have a plan, but be ready to adjust


4. CHOOSE your
social media
technologies


The Technology

Dip your toes in
But Remember,
the internet never forgets…


The Technology

Evaluate the technologies:
·  Are your target constituencies using it?
·  How are they using it?
·  Will the technology support the ways in which you
want to engage?
·  Is it an open platform?


Example: BB&N Senior Tiles


What does it mean?


It’s all about your
brand


Be remarkable


Have a plan, but be
ready to adjust


Embrace
engagement to
succeed


·  Our Web Site - http://www.corey.com
·  Our Blog – http://www.corey.com/whatisthoughtful/
·  Twitter - http://twitter.com/cmntweets
·  Flickr - http://www.flickr.com/photos/26011447@N03/
·  Facebook-
http://www.facebook.com/pages/Watertown-MA/Corey-McPherson-Nash/6334917682

·  Wikipedia - http://en.wikipedia.org/wiki/Corey_McPherson_Nash


Social Media and Your business

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