Forget the Experts What the Musical Group TLC Can Teach Us About Social Media
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Social Media Lessons From the Musical Group TLC Many of us are heavily invested in learning about the emerging concepts in Social Media. However, with so much to discuss and so many ‘expert’ opinions, the dialog has become severely fragmented. Where can we turn for a clear, concise message on Social Media? Music. Removing the layers of complexity and conjecture I think we can simply sum up Social Media in the song ‘Waterfalls’ by the musical group TLC. We need to turn to TLC, and other outside references, because of the liberal attachment of the word ‘strategy’ to Social Media. Sure Social Media is new and exciting but we’re inadvertently giving this tactic a pretty big corporate ego; even its once popular digital counterparts (e.g. email, SEO, etc.) are jealous of all the new-baby attention that Social Media is receiving. So let’s forget the ‘expert’ advice and discover what TLC - Tionne "T-Boz" Watkins, Rozonda "Chilli" Thomas and Lisa "Left Eye" Lopes - can teach us about Social Media.
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Forget the Experts What the Musical Group TLC Can Teach Us About Social Media
- 1. @chewitt | WhatDoesMarketingReallyDo.com Social Media Lessons We Can Learn from TLC Listen to ‘Waterfalls’ Vs. The So-called Experts wikimusicguide.com
- 2. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com 2 What We’re Going To Cover Our Agenda • Introduction • Getting Honest About Social Media • Social Media Counseling from TLC • Actions and Take-aways • Questions
- 3. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com 3 Why Are We Listening To This Guy? A Little About Me • Senior Director, Marketing at Lumension • Over 14 Years in Internet Strategy and Web Marketing • Over 10 Years in Executive/Managerial Leadership Roles • Broad Professional Background: Sales, Marketing, and IT Experience • Co-author of an Business Method Patent in Internet Marketing
- 4. @chewitt | WhatDoesMarketingReallyDo.com Social Media A [sobering] Business Context
- 5. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Gold Rush! 5 US - Public Domain There’s money in them thar Tweets!
- 6. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Social Reading from ‘Experts’ 6 Data Source: Amazon.com 851 Books (106% increase)
- 7. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com But It’s All Relative. Right? 7 Data Source: Amazon.com
- 8. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Caught Up In The Rush 8
- 9. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Reinvigorating An Industry • Bringing a new product to market • Capitalizing on Corporate ‘Internet Insecurities’ • New marketplace for experts 9
- 10. @chewitt | WhatDoesMarketingReallyDo.com TLC and Social Media Breaking down the song ‘Waterfalls’ to gain some much needed perspective.
- 11. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Waterfalls by TLC By Marqueze Etheridge, Lisa “Left Eye” Lopes, Organized Noize Don’t go chasing waterfalls, Please stick to the rivers and the lakes that you’re used to, I know that you’re gonna have it your way or nothing at all, But I think you’re moving too fast. Source Wikipedia 11
- 12. @chewitt | WhatDoesMarketingReallyDo.com Social Media Lesson #1 Be Realistic, Be Honest ‘Don’t go chasing waterfalls, please stick to the rivers and the lakes that you’re used to’
- 13. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Fine…Let’s Talk About BlendTec 13 We are all using the same stories? 608 references to BlendTec on books.google.com
- 14. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Examples of Lakes and Rivers Guy Kawasaki • Used Social Media to share knowledge • Self-proclaimed ‘un-expert’ • Reestablished personal brand 14 CNN • Using Social Media as another channel for distributing powerful content • Authentically engaging listeners, reads, and viewers
- 15. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Defining Your Lakes and Rivers 15
- 16. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Take Away : Rivers and Lakes 16
- 17. @chewitt | WhatDoesMarketingReallyDo.com Social Media Lesson #2 Letting Go Of The Message ‘I know that you’re gonna have it your way or nothing at all’
- 18. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Social Policies • Lengthy policies • Do they limit autonomy? • How does the fear of ‘disciplinary action’ affect ‘social’? 18
- 19. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Truly Organic 19
- 20. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com When It Makes Sense • Compliance – Customer Privacy – Regulatory • Healthcare • Education • Financial/Legal • Spirit of Social Media – Examples: • Yammer • Private Communities • CarePages (healthcare) 20 Source: Yammer.com
- 21. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Take Away : Your Way External Measurements • Look at our analytics – Privacy Policy/Terms Use • Page Size (kb) • Length (pixels/print) • % Visitors to the page • Time on Page • Advanced segments – Where do they go? – Exit rates Internal Measurements • Look at our teams – Survey Employees • SM Usage – Why • Perceptions – Social/Techonographics • Flowtown • Gist • LinkedIn – Who maintains? 21
- 22. @chewitt | WhatDoesMarketingReallyDo.com Social Media Lesson #3 What Value Will You Return ‘But I think you’re moving too fast’
- 23. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com It Won’t Happen To Me Again! 23 • Organizations social move is motivated by fear to avoid another slow Internet-adoption debacle.
- 24. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Marketing-Driven Value (?) 24 • Opportunistic competitors not welcome by community.
- 25. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com When SM Success…Isn’t 25 Twitter Examples: Charlene Li | SXSW - Open Leadership Begins with failure; forces audience to find advertised content themselves
- 26. Preparer Women Winning Worldwide | Chris Hewitt@chewitt | WhatDoesMarketingReallyDo.com Take Away : Moving Too Fast 26 Select or Repurposed Content Original, Organic Content We All Can Share Developing and Maturing with a Supportive Spirit/Culture Me Too/Follow Us! Vehicle to Drive Business, Following Competitors & Trends Shared Voice Leading, Driving, and Authentic Social Dialog What is This ‘Social’ Thing? Trying to Drive Business the ‘Right Way’ Social Spirit | Tactic and Campaign Audit Created By | Chris Hewitt – WhatDoesMarketingReallyDo.com WhoisGeneratingtheContent? What Kind of Content is Being Generated? Company-wideDepartmentally
- 27. @chewitt | WhatDoesMarketingReallyDo.com Let’s Discuss Questions? Vehemently Disagree? @chewitt
Notas del editor
- Organizations are rushing toward social media…unfortunately for many, ‘dialog’ is not their first priority.
- I created this chart to objectively measure the boom in social media as a product being sold by Internet/marketing/business professionals. As of November 2010, there have been 851 books published on the subject of social media. That’s a lot of expertise in a very short amount of time.
- Another look at the publishing velocity in social media; a 42,000% rate of growth over the past six years From 2 books to 851. Who do you know publishing a social media book?
- Relative keyword search trending; social media interest has over taken ‘email marketing’ and ‘ppc’.
- Companies in the ‘digital’ industry were beginning to struggle with capital expenditure-level websites. Social media has provided new revenue streams as agencies were losing SEM, website, and email opportunities. Sub-industries like ‘social media monitoring’ are now evaluated by Forrester. Take a look at LinkedIn; over 14,000 people with ‘social media’ in their titles. Wow.
- Are our ‘success stories’ all beginning to sound the same? A search for ‘blendtec’ reveals 608 different books that list the company as a social media/marketing case study.
- Guy Kawasaki revitalized his brand by leveraging social media (Google Trends evidence). Sure he could have tried to establish himself as an expert and monetize that effort (as many professionals/marketers have done)…but, in my opinion, saw a ‘new’ medium for returning value (in a very transparent manner) and audiences have responded. CNN leverages social media to engage audiences; delivering content faster and engaging more readily.
- I love hierarchies for visualizing our approaches in many different business concepts…especially marketing. Foundationally, any social media tactic begins with an appropriate target audience and builds on the factors affecting those groups.
- My concept for evaluating the potential of using various social media tactics. Are you being honest about why you are targeting this audience? If you cannot return honest, sustained value the community will likely reject your message…potentially damaging your brand.
- Zappos, one of the first widely open cultures…well matches to their spirit of employee autonomy.
- A segment of a larger exercise, but a good way to judge how well your organization is controlling the message.
- Charlene Li, who I regard as a strong leader in the social space, presents this example as social media success. I see it differently…the example starts with a lack of attention to detail. Sure Dell can whip out a revenue-driving campaign via Twitter, but they failed to direct engaged readers directly to the content they were promoting. Sure @DellOutlet saved the day for this one follower, but this exchange could have been completely avoided with proper preparation (and what was the funnel abandon rate for those that did not reach out like sportster_rich).
- I routinely use this matrix to audit social media engagement and campaigns. By collectively measuring a number of different tactics, you can plot your overall approach to social media. We may say one thing, but when mapped out, the reality of our actions are entirely different.