Más contenido relacionado La actualidad más candente (9) Similar a Digital U - Social Media (20) Digital U - Social Media3. So what is Social Media?
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4. “Social Media is an umbrella
term that defines the various
activities that integrate
technology, social interaction
and the construction of words,
pictures, videos and audio”
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5. “Social Media is the closest thing
we have to real life in the digital
world – it’s people having
conversations online”
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6. We all know the usual
suspects…
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8. And the entire concept can be overwhelming
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9. Today’s discussion will not be a
laundry list of tactics or examples…
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10. We will instead focus on the behaviors that
create the foundation of social media
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11. Truth No. 1:
Social is a behavior, not a medium.
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12. Social media is not just another
siloed platform for your message
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13. People are inherently “social” – they talk,
they create, they share, they tell stories,
they hang out and they are curious
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14. Social media allows them to do these
things on a grander scale and in more
engaging ways – but it’s all about PEOPLE
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15. Truth No. 2:
Do something worth talking about.
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16. Viral is not a thing, it is an effect
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17. It’s not about trying to be everyone’s friend,
and it’s not about finding new areas to
place a marketing message
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18. Everything you do needs to be worth
talking about – simple as that
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19. Human emotions such as joy, surprise and
hope drove the success of these videos
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20. Truth No. 3:
People trust the collective more than they trust
you.
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21. People no longer have to rely on one
way communications from advertisers
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24. Of blog readers say Consider “a person like Made a purchase
they find blogs useful me” the most trusted decision based on a
for purchase source about a recommendation from a
information company Social Media Site
50% 58% 49%
Social aggregation is becoming the
preferred method of learning about
products and companies
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25. You know about reviews,
recommendations and ratings…
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26. But it’s now becoming useful in
different ways…
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27. Truth No. 4:
Relevant consumer passions and behaviors drive
adoption and growth.
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28. Understanding your consumers’ passions
and how they relate to your brand allows
for “relevant value”
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29. Consumer Passion
+ Your Brand
+ Relevant Value
= Brand Affinity
Help make what people already like
to do better and/or easier
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30. What made Nike+ a success?
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31. Truth No. 5:
Social media spans time.
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34. Social media can help throughout
the entire customer lifecycle and
evolution, not just the beginning
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35. Truth No. 6:
Failure is the secret to success.
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36. The traditional business model was to
focus on one thing and execute it perfectly
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37. But with social media, it’s often better to
have lots of little ideas and see what works
“Do THEN Learn”
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38. This doesn’t mean go in
blind – it means don’t
overanalyze, and
continually refine your
approach
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39. Remember “Elf Yourself”?
Guess how many other initiatives Office
Max launched at the same time…
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40. Truth No. 7:
Focus on listening, not on talking.
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41. People are already talking about your
brand/product – pay attention to what
they’re saying
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42. Apply learnings to improve your business
and make your offering better
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43. Starbucks invited their customers to
take part in their business
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44. Social media as an ongoing research tool
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45. It is now possible to monitor conversations
and aggregate online chatter into usable data
and information
Image: Visible Technologies
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46. Truth No. 8:
You have to give a little to gain a lot.
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47. The reluctance to confront risk
must be overcome
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48. These conversations are happening
whether or not the brand takes place
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49. Your consumers will reward your efforts
with greater trust and affinity
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50. “Dell Hell” forced the company to make
drastic changes – and they are starting to
reap the benefits
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51. Truth No. 9:
Measuring success is a different game.
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52. Old-school metrics don’t really get
to the heart of the matter for social
media initiatives
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53. It’s no longer just about getting their attention…
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54. It’s more about
engagement and
social value – how do
you measure
happiness?
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55. A Quick Review:
1: Social is a behavior, not a medium
2: Do something worth talking about
3: People trust the collective more than they trust you
4: Relevant consumer passions and behaviors drive
adoption and growth
5: Social media spans time
6: Failure is the secret to success
7: Focus on listening, not on talking
8: You have to give a little to gain a lot
9: Measuring success is a different game
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