This is one of the speaker presentations from the spring session of summit,"Social Media in the Enterprise", held in San Francisco. This event is sponsored by KickApps and Akamai. You can find the video of this speaker at http://www.kickapps.com/engage/

1. Your Brand Is Not My Friend Presented by Alan Wolk Kick Apps San Francisco Seminar May 27, 2010

2. Brands are no longer about selling

3. They’re about “storytelling”

4. and “engagement”

5. and “curation”

6. They want to be our friend

7. Your Brand Is Not My Friend But

8. A Brief History: How We Got Here

9. Ads used to deliver news

10. Then they became all about branding and image

11. Then along came The Real Digital Revolution

12. Google changed everything

13. Now we can fact check ad claims

14. And see what other consumers think

15. This has resulted in a complete change in consumer behavior

16. Google Ad Purchase Ad Purchase Before Now

17. Google Ad Purchase That’s huge

18. Changes how we buy a car

19. Before: limited resources

20. Now: Full range of resources

21. It’s all about getting them to Google, not the showroom

22. Once this happened, print and TV couldn’t close the sale anymore

23. The “magic advertising words” weren’t working

24. They could offer compelling facts or create an image

25. (Provided there was one)

26. But they couldn’t close the sale.So marketers looked at online...

27. Microsites weren’t working: why would I go to one?

28. Neither were banners

29. In 1996, we “surfed” the web, and banners took you someplace just as interesting as where you were

30. But now that we go online for a reason, we’re not likely to stop what we’re doing to “interact” with an ad

31. New ways to “engage” customers were needed

32. Social Media seemed like the next big thing

33. Everyone was becoming “friends” online

34. Why not brands?

35. Your Brand Is Not My Friend™

36. Social networks are today’s malt shops

37. It’s where we go to hang out with our friends

38. We don’t want to be interrupted by salespeople

39. But there are some brands people want to hear from

40. They’re called “Prom King Brands”

41. There are the usual suspects

42. Sports teams

43. TV shows, movies and music acts

44. 99% of brands are not “Prom Kings”

45. But they can still play in social media

46. They just have to do it differently

47. Traditional media is about what the brand wants to say

48. Traditional media is about what the brand wants to saySocial media is about what consumers want to hear

49. Social media always involves an exchange

50. Prom King Brands provide “coolness” (aka “social currency” or “whuffie”)

51. But if you’re not a prom king brand, you can provide one of four things:

52. Entertainment (Something I’d want to see even if a brand wasn’t sponsoring it) Information (Exclusive information I feel good about knowing) Utility (Something that makes my life easier) Incentive (Literally a coupon, a discount or something else of monetary value)

53. Here’s How Those Exchanges Work:

54. Entertainment Entertainment can be: Anything featuring celebrities or entertainment properties you have a deal with Third party content that has a tie-in to your overall marketing strategy (That means if you’re a serious insurance company, a comedy video is a no-go) Your own TV commercials (if they’re something people would enjoy watching) Beware: it’s tough for agencies and brand managers to judge this

55. What Would Maxwell House Do? (WWMHD)

56. Maxwell House has an endorsement deal with comedian Nancy Nevins who has a well-known routine about how crabby she is before her first cup of coffee. A 3-minute live clip is posted to the Maxwell House Facebook page. The clip also appears on their YouTube page, their blog, their website, and is promoted via their Twitter stream Entertainment: WWMHD Watch Nancy Nevins do her “Coffeeless Morning” routing live at The Comedy Shack in Atlanta

57. Information Information can be: Facts or useful information (e.g. reviews) that your audience would be interested in You can utilize third-party vendors for this The information needs to tie in to your overall marketing strategy Access to “behind-the-scenes” footage, exclusive clips, or advance notice from celebrity endorsers or properties you have a sponsorship deal with News related to your product or category

58. Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. The deal gives them access to behind-the-scenes footage from Toscano’s widely viewed show and that footage is posted exclusively on the Maxwell House Facebook page. Information: WWMHD Watch exclusive behind-the-scenes footage of Viva La Cucina! with Umberto Tuscano

59. Utility Utility can be: Anything that makes the consumer’s life easier: recipes, how-to videos, a way to buy things off a social site Anything from a PDF to a website to a widget to an app

60. Maxwell House hires celebrity chef Umberto Toscano to create a series of recipes using Maxwell House coffee. The recipes are posted on the Maxwell House website, on their blog, on a special YouTube channel and on Facebook and MySpace. There’s even an iPhone app. The Maxwell House twitter account lets people know when a new video has come out and users can comment on the videos everywhere using Facebook connect. Utility: WWMHD

61. Incentive An incentive can be: Coupons or discount codes Group discounts Contests and promotions with financial incentives Be careful not to make it seem like you’re bribing people to join you That seems as desperate coming from a brand as it does from a person

62. Maxwell House has a Twitter account and runs a contest through Twitter, giving a month’s supply of coffee to the 25th person to tweet the date and place Maxwell House was first introduced. Incentive: WWMHD MAXWELLHOUSE: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest BOND006: RT MaxwellHouse: New Contest: 25th person to tweet date & place MH was born wins month’s worth of coffee #mhcontest IMPOSSIBILITY: @MaxwellHouse: Hoboken NJ in 1896?

63. A Few Basic Rules of the Road:

64. Step 1: Identify what your customers needs are

65. Step 2: Figure out how to solve those needs

66. Step 3: Approach people as a brand that is selling something to them, not a buddy who is sharing something with them: they know the difference.

67. Step 4: Use social media for a valid business reason, not just because everyone else is.

68. Real identity Real identity Comcast Cares is a great customer service story

69. Step 5: Don’t push it

70. (Give them the “candy” and get out of the way. No “capturing names” or other annoying tactics)

71. No hard sell or upsell.

72. Step 6: Make everything as easy to find and as easy to share as possible

73. Case Studies

74. Quick Case Study #1: The Mad Men Get It

75. Mad Men has been one of the most buzzed about shows on television

76. Social media program is anchored by the AMC web site

77. Blog links out to other social content (iPhone)

78. Pump content Active message boards - some threads have hundreds of comments

79. Wonder where all those MadMen icons came from?

80. AMC’s Mad Men Yourself game proved a smash hit

81. Artwork by Dyna Moe Over 500,000 people have downloaded the avatars to share on their social networks

82. Mad Men’s Facebook page has over 275,00 members

83. Games and quizzes Clips from this season The Facebook page actively promotes other platforms

84. Mad Men has an active Twitter account that links to AMC’s site and articles about the cast and crew

85. But the real activity on Twitter comes from fans

86. Last year, a group of random fans began tweeting as Mad Men characters

87. This is the kind of love entertainment properties can own. But they need to work with fans, not against them.

88. Quick Case Study #2: Red Bull: All About Sports

89. Lots of content Lots of fan interaction Almost 3 million fans Red Bull has a dynamic Facebook presence

90. Polls Free music Links to athletes Highlights of events Lots of relevant, unique content

91. WebTV on Facebook TwitterFeed of athletes

92. Photos from brand Over 2,500 fan photos Photos from athletes and from fans

93. View guest list Links to upcoming events Fans can RSVP to upcoming events on Facebook

94. Similar content re: athletes Red Bull maintains consistency on MySpace

95. Retweets from their French account Tweets from their athletes They are consistent on Twitter

96. Videos about Red Bull athletes They are consistent on YouTube

97. Videos available here too Red Bull TV clips And on their web site

98. More Videos Facbook link And on their web site

99. Red Bull gives fans a lot of exclusive content and is consistent throughout.

100. Quick Case Study #3: Sarah Palin: You Betcha!

101. 6K+ comments in less than a day 1.5 million followers Palin has a very popular Facebook page with very engaged fans

102. 8,000+ likes and 1,000+ comment in 3 hours!

103. Her followers leave lengthy comments They defend her from critics Her fans have formed a strong community

104. Fans are finding their way to the sub-pages She shares relevant links with her fan base

105. Her Twitter page is frequently updated, with links that are relevant to her audience

106. She is an almost non-stop topic of discussion on Twitter

107. Why is Sarah Palin a social media phenomenon? Consistent message Strong POV Accessible personality: her fans view her as a friend, not a politician Palin communicates exclusively via social media: she does not maintain a website or a blog of any sort.

108. Quick Case Study #4: Think Local: Pump Energy Foods, NYC

109. The Pump is a small chain of health-conscious take-out restaurants based in Manhattan

110. The Pump pushes its social media links from its web site

111. Their blog has a distinct POV & also shows where to find them on other social media sites

112. Free samples More free samples Contest Charity promotion Pump uses their Facebook page for promotions

113. Free samples Trivia contest They talk to fans on Twitter & promote giveaways

114. Serena Williams gets lunch at Pump They use YouTube so fans can see news about them

115. Pump’s promotions help local fans develop a relationship with the store and use social media to spread the word to their friends

116. Quick Case Study #5: Moderated Conversation: Nexium

117. Nexium has moderated conversation on Facebook

118. Nexium isn’t always consistent with posting, and participation is low, but it’s a start

119. With close to 3,000 fans, the brands is making some headway with consumers.

120. Five quick case studies, five unique plans. Try something similar, and you’ll start to see results

121. Soon enough, they’ll start to like you

122. They may not always talk to you, but they will talk about youWhich is exactly what you want:

123. To be part of the conversation

124. But what then? How do I know if “being part of the conversation” is worth it?

125. Determining Social Media ROI Rule #1: There are no rules. You can use social media to do a world of things Sell things Build awareness Increase loyalty Customer service Reputation management Become a thought leader

126. Step #1: What Are Your Goals? Once you know what your goal is, you’ll be able to figure out what success looks like. You should set short term goals and re-evaluate every three months or so. Digital media changes so rapidly, it’s important to stay on top of things by closely monitoring the landscape One thing to consider is were your goals realistic? Did you set the bar too high or too low?

127. Don’t be afraid of squishy metrics: sometimes having people think well of you is enough

128. Be leery of people who tell you they can measure sentiment: it’s a hard thing to measure unless you do a lot of it by hand

129. Social media is not “free”

130. There are costs involved: time costs money.And the more successful you are, the more time you will need to invest.

131. Pick the platform or platform that make sense both in terms of your audience and your bandwidth

132. (Having a Facebook page that gets updated once every three months is a lot worse than not having one at all.)

133. ExperimentTake ChancesHave Fun

134. Some Quick Predictions:

135. The Facebook privacy issue goes away quickly

136. everyone One word. Big problems.

137. Twitter relies on extroverts How long till we run out of extroverts?

138. Location Based Services can give me a reason to share where I am and what I’m doing.

139. The Next Big Question: How much do I want marketers to be able to anticipate my needs?

140. “Web 3.0” “Web 3.0” “Web 3.0” “Web 3.0” “Web 3.0” “Web 3.0” “Web 3.0” “Web 3.0” “Web 3.0” “Web 3.0” “Web 3.0” “Web 3.0” “Web 3.0” Creepy or Useful?

141. Time will tell

142. thank you san francisco

143. Questions?

144. Alan Wolk Consulting: ToadStoolConsulting.com Email: alan.wolk@mac.com Blog: toadstoolblog.com Twitter: @awolk Hive Awards: hiveawards.com To get a business card, text “wolk” to 50500