YOU CAN’T PLAN TO GO VIRAL VIRAL = GREAT CONTENTCompelling, Relevant, Contextual, Arousing, Shareable
YOU NEED TO GIVE PEOPLE A REASON TOCARE AND SHARE! Engagement Insight: Why do people care? – Sense of curiosity: Something interesting, funny or creative – Is relevant to their lives or current situation – Is about something or someone important to them – Is useful and helps make their lives easier! Social Insight: Why do people share? The New York Times Customer Insights Group Study
THERE NEEDS TO BE A VALUE EXCHANGE Value of brand Value to customer Will this make us loved and What’s in it for me? shared? Why will I do this? How does this increase our value? What will I tell my friends?
VALUE EXCHANGE IN THE FORM OF SOCIALCURRENCY Entertainment Value Personal Value Videos Fame Music Exclusivity Humor Games Monetary Value Rewards Prizes Func@onal Value Timesavers Knowledge Value Makes Life Easier Informa@on Enablers Gossip
AROUND UNIVERSAL HUMAN BEHAVIORS,MOTIVATIONS AND SHARED PASSIONS
THE KEY IS IN YOUR BRAND, NOT THENETWORK! You have a story to tell (or a product to sell) and you use diﬀerent marketing channels to tell it. – Social media channels are one of the conduits and each have their strengths.! Be where your customers are – Know the strength of each channel – Create tactics or content to tell the same story in a way that plays to that strength! Your activities can be – one-oﬀ’s that constitute part of a campaign peak to spark oﬀ interest, awareness and conversations – or long-tail, slow burn activities designed to sustain a conversation and presence with consumers – The best work, combines both.
MYTH 4SOCIAL MEDIA PRESENTS A LOT OF RISK / LOSS OF CONTROL
SOCIAL MEDIA PRESENT VARIOUS LEVELSOF RISKS BUT THEY ARE MANAGABLE! Outside your own assets – On blogs, forums, reviews, social media sites – You cannot control what people are saying about you in public forums – You can be aware (listen) and have the option to respond (engage) – Cannot make negative, abusive or fake comments disappear! On your own social media assets – Your oﬃcial social media presence on Facebook, Twitter, Blogs, Youtube etc – Expectation for brand to participate and respond – Governed by social media policy (“House Rules”) – Opportunities to manage and change conversations
SOCIAL MEDIA IS MORE RELEVANT TO B2BMARKETING! The B2B Buying Process is a more complex one! Multiple inﬂuencers involved in the decision! A Long Sales Cycle! Business professionals must lower their purchasing risks