Why Are We On Social Media Again?
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Most of us are on social because it’s where everyone hangs out online, right? It’s a must-have for any business wanting to stay relevant. The easy trap is to jump into the social space without asking “why” we are out there in the first place. Why do we have a Facebook page? What’s our real purpose of being on Twitter? Is a site like Pinterest a good idea? Quality social strategy isn’t just about winning the popularity contest and garnering more fans than the next guy. This talk led by Chad Bryant and Drew Hawkins will take a look at the forgotten utility of social media. That, at the end of the day, it’s a tool to more efficiently connect with consumers and not necessarily garner a lot of fans without a plan.
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Why Are We On Social Media Again?
- 1. why are we on social media again? #SoCon13 CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 2. why are we on social media again? Chad Bryant Drew Hawkins @ChadATL @DrewHawkins CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 3. why are we on social media again? #SoCon13 CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 4. why are we on social media again? QuickTime™ and a decompressor are needed to see this picture. our inspiration CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 5. why are we on social media again? why are we on social media? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 6. why are we on social media again? the reasons for social ‣ Engage strategically ‣ Synergize your business to maximize ROI ‣ Develop authenticity ‣ Cultivate UGC in SoLoMo ‣ Go viral ‣ Join the conversation CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 7. why are we on social media again? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 8. why are we on social media again? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 9. why are we on social media again? why are we on social media? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 10. why are we on social media? the real reasons ‣ build a better brand experience ‣ love and better serve your customers ‣ know what they want before they do CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 11. why are we on social media again? your job as a marketer is not to devise a social media strategy, it’s to socialize your business strategy. Jason Falls Founder, Social Media Explorer CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 12. why are we on social media? get to know your customers ‣ use social listening to get to know your customers. ‣ know what they want before they even ask for it. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 13. why are we on social media again? nike plus people already shared workouts online - Nike just provided a platform to do so in real-time use this data to improve their own products CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 14. why are we on social media again? who do you look up to? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 15. why are we on social media again? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 16. why are we on social media again? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 17. why are we on social media again? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 18. why are we on social media again? best practices are a good historical foundation for learning from others’ mistakes and triumphs, not a checklist for success. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 19. why are we on social media again? 1.1 million facebook fans no facebook page brand pioneer on pinterest pin things to bulletin boards in-store apps, email lists and twitter chats a newspaper $8 billion in sales $8 billion in sales CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 20. why are we on social media again? wait - I thought we were supposed to be on social media? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 21. why are we on social media again? you can it’s as easy as the 3 Ps.... ...oh yeah, there’s an L in there somewhere too. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 22. why are we on social media again? social, the right way publishing vs prioritization purpose listening CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 23. why are we on social media again? listen first. then publish learn what people love before trying to publish great content. figure out where people spend time and how they spend that time learn the platform vernacular CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 24. why are we on social media again? we don’t talk to our friends with a bullhorn. Paul Marcum Director, Global Digital Marketing at GE CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 25. why are we on social media again? ge listening = earned media focuses on surprise and delight in lieu of product pushes. make their audience the “hero” CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 26. why are we on social media again? prioritize. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 27. why are we on social media again? prioritize CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 28. why are we on social media again? jump in CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 29. why are we on social media again? purpose CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 30. why are we on social media again? threadless CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 31. why are we on social media again? how do I get people to care? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 32. why are we on social media again? people are more powerful than channel. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 33. why are we on social media? do you know this dude? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 34. why are we on social media? phillip defranco 2.4 million subscribers 1.1 BILLION video views CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 35. why are we on social media? phillip defranco < six months old 700 thousand subscribers 200 million video views CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 36. why are we on social media? not to mention. . . CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 37. why are we on social media? not to mention. . . CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 38. why are we on social media? not to mention. . . CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 39. why are we on social media again? shark week CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 40. why are we on social media again? opening night 21.4 million viewers (most all time) 1.6 million tweets (double 2011) 35% of all cable social activity from august 12-16 CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 41. why are we on social media again? you aren’t here to learn anything new today. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 42. why are we on social media again? so. . .what’s the point? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 43. why are we on social media again? the point is: we want to help change be aware of best listen. prioritize. have a your approach to social practices but don’t let purpose for being where media as it relates to them dictate strategy you are online. think overall marketing goals need before platform. CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 44. why are we on social media again? questions? CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
- 45. thank you. #SoCon13 CHAD BRYANT @CHADATL • #SOCON13 • DREW HAWKINS @DREWHAWKINS
Notas del editor
- CHAD talking point before video.
- CHAD talking point before video.
- Drew
- drew
- drew/chad
- chad
- drew
- DREW -not channel specific. Not because a channel is popular but helps you get stuff done.
- DREW you’re not making social strategy -- you’re using social to align w/ biz goals
- Drew: Talk about my Christmas and how my family knew what I wanted before I even asked for it.
- Taking behaviors people are already doing and amplifying it. Folks already tweeted about runs and encouraged each other, Nike+ gave people a place to do it. Likes = cheers etc. A lot of apps. This is a brand-owned app so they can use the data to build better products. Nike+ is a brand getting out there and providing something without people even asking for it. They created a product that added value but are using social data to figure out exactly how people are using their products in order to deliver more value to their customers. They don’t build anything they wouldn’t use themselves.
- chad
- chad while drew drills someone.
- chad Is your brand going to skydive from space? Better yet, if you had the resources, would it even make sense? What if he was wearing a Kroger jumpsuit? “ red bull gives you wings”
- chad Many have attempted to duplicate Old Spice’s original voice, tone and branding. Few have succeeded.
- chad -Do best practices always = revenue? Follow your own path. segue to next slide
- chad/drew revenue in 2009 according to Fortune. last time such figures were available
- chad
- chad
- drew
- -before you start publishing a great photo album on facebook, see what type of content your target audience does well with. -before jumping on pinterest because it’s popular, determine if people are there. if they indeed are...when do they get on? what do they do on there? - vernacular = lingo. how do people communicate on each platform?
- DREW you’re not making social strategy -- you’re using social to align w/ biz goals
- drew
- drew
- CHAD -- prioritize importance of channel. Where are people finding you? Where are people talking about you? What channel gives you the best opportunity to change people’s lives? Go all in. No dipping your toes in. -Drew has a story but will only use it if necessary.
- CHAD after prioritizing... lay out channel strategy/purpose (with prioritization in mind) roadmap Give each channel a mission statement. What can the user expect on each channel? What are the benefits of connecting on so many different channels?
- chad Threadless instagram - behind the scenes facebook/email - coupons/discounts youtube - entertainment/interviews fun, comedy
- chad -sometimes you need an introduction from an influencer
- chad
- chad
- SUBSCRIBER vs CASUAL VIEWER -- WANT TO KNOW
- SUBSCRIBER vs CASUAL VIEWER -- WANT TO KNOW
- SUBSCRIBER vs CASUAL VIEWER -- WANT TO KNOW
- SUBSCRIBER vs CASUAL VIEWER -- WANT TO KNOW
- SUBSCRIBER vs CASUAL VIEWER -- WANT TO KNOW
- chad
- chad
- DREW
- drew
- drew/chad/drew