It’s been a pleasure to talk to marketers and agencies at AdTech San Francisco about how I see brands can best take advantage of social networks such as Twitter and Facebook and I delivered a message I think very different than what most of them do. Most brands see the world in terms of how much exposure (impressions) they are getting or how many followers and fans… It is not about doing another campaign, it is about listening, replying an building long term trust and it is much more difficult, it also takes years and does not come easily.
15. EASY: Just Buy Twitter followers (10,000 followers for $447.30) and Facebook fans (10,000 fans for $1167) #NOT #stupid
16. A brand that no-one cares about won't be able to advertise on Twitter
17. Evan Williams, CEO of Twitter answers @ loic True, but not sure why that's a problem. It will definitely work best for companies who Twitter works well for generally
18. What is a company for who Twitter works well for? @cremebruleecart 10,000+ followers
19. Best brands on Twitter? Zappos, Best Buy, Ford, Comcast, Kodak, RedBull... http://whitscott.com/2009/04/29/this-ad-campaign-should-blow-your-mind/
21. you do not need a website and nice looking ads anymore 1990 - 2000: your site is the center of your online presence 2010 - : Social networks are the center 2000 - 2010: Google is the center
22. Invest where your brand fans are, not in websites or iPhone apps no-one uses
24. Gather all the feedback in one central public place and create a public roadmap #yesyourcompetitioncanseeittoo
25. Deliver improvements and features as fast as you can based on the feedback you are getting: work real time
26. use activity streams in your company to familiarize yourself without taking risks: Status.net, Chatter, Yammer, soon Google apps with Buzz
27. Create your presence in all major social networks ... and publish to all of them without pollution (no posting @replies in Facebook #suck)
28. @TheGuild is a fantastic example with a huge community, fans on Facebook, Twitter, millions of views on YouTube and their own social network http://www.watchtheguild.com/
29. Freakin' REPLY to as many questions as you possibly can and forget about #management #PRdept
30. Dedicated team of community evangelists? #great The whole company like #bestbuy or #kodak #better
31. Forget about millions of followers. 1,000 real fans is enough http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php The Internets Users Customers Real Fans
32. Create more trust: use home made video, look ridiculous, do live QandA on ustream or formspring.me
36. The most important: It is not a campaign . It takes years to create a community. Be patient and do it very regularly. #forgetwhatyouhavelearned
37. If your brand is not very conversational #noonereallycares get creative like American Apparel gathering 1,364 butts http://whitscott.com/2010/02/17/please-tweet-and-facebook-this-photo-of-my-butt-thanks/
38. How to measure success: exposure, "resonance" and engagement. Number of Real Fans #notnumberoffollowers
43. Suggestion #5: follow @zappos and read "Delivering Happiness" by Tony Hsieh
44. Suggestion #6: read Rework by Jason Fried & David Hansson Founders of 37signals
45. Suggestion #7: try my own company Seesmic to share and engage in all places and build your brand in it
46. Stay in touch? twitter.com/loic facebook.com/loic youtube: loic.tv [email_address]
Notas del editor
Dana- other use of word for "Resonance" to describe end of sucky ads Perhaps, Twitter's robust platform is the end of sucky Ads. Or Twitter's Monetization Plan is the end of Sucky Ads Image: Twitter AD ________________________ looking for a title the end of sucky ads? traditional advertising is dead? 10 Ways Brands Succeed in Social Media
jyama - 4/17 not only buy but promote your product with their friends invested in the brand (use the Seth Godin, Tribes?) ________________________ Dana: In other words, what you want as a brand is to use xyz communication channels to be known, trusted and exposed. Speech Notes: explain why ________________________
jyama - 4/17 not only buy but promote your product with their friends invested in the brand (use the Seth Godin, Tribes?) ________________________ Dana: In other words, what you want as a brand is to use xyz communication channels to be known, trusted and exposed. Speech Notes: explain why ________________________
Dana- Header: "Simple Solution" Body: Few Media Sources -> Bullet Point Examples Emphasize Delivery, such as "Create campaigns, repeat messages, received messages". Image: suggestions of what Mass media is, http://paulcrosisca.files.wordpress.com/2009/03/mass-media-fin.jpg Image: what Mass Media use to be http://2.bp.blogspot.com/_rlTuTFOT5zU/SMfO2lSGWfI/AAAAAAAABZA/HBFGsVTkbuY/s400/Mass+Media.jpg _______________________
Dana: Title: Tough Marketing Body: Why is it tough? - > bullet point various devices. _________________________
Dana: Title: Mobile will soon be larger than Desktop Internet Body: List example "Mobile Nightmare" Speech Notes: Explain why _________________________
Dana- Title: The New Awakening of Advertisement Body: Bullet point examples Speech: explain why Image Suggestion: Modern Day Social Media Tools http://4.bp.blogspot.com/_tR7Dz2CaHgM/SSvZ-Yd5WrI/AAAAAAAAAmY/5J64I5HjQqo/s400/social+media.jpg _________________________
TechMeme forces advertisers to blog and post interesting stories _________________________ Dana- Problem: Each day, more and more sites reject advertisement (be specific or not) Solution: explain 2-3 bullet points ___________________________
jyama 4/18 http://www.tbiresearch.com/facebook-homepage-takeover-will-cost-you-about-300k-per-day-2010-4 Facebook Stealing More Share Of Brand Advertising -- At Expense Of Yahoo, AOL, And Even Google Source from Comscore also Use you can refernece Mary Meeker's morgan stanley Chart and report from web 2.0 Summit that you attended. I'll send it to you. Fred Wilson highlights the growth of social networking surpassing email http://www.avc.com/a_vc/2010/04/social-networking-vs-email.html comscore http://blog.comscore.com/2009/12/facebook_100_million_visitors.html and mentions fb takes 5.5% of all the internet time ________________________ Dana- Title: People spend more time on social networks than email and .................... Add: Before and After example (1 bullet point) Body: List Reason Why & support with Morgan Stanly Slide Speech- elaborate your experience explaining the new direction ________________________
Loic- thanks, but there was a specific slide presented at Chirp that I am looking for. It's better because more recent and by Twitter - will look for it Dana- Here are a few... 1. http://mashable.com/2010/01/11/twitter-growth-stats/ 2. http://royal.pingdom.com/2010/02/10/twitter-now-more-than-1-billion-tweets-per-month/ 3. http://mashable.com/2010/03/18/twitter-infographic/ Comparing Twitter to Facebook and Google 3. http://www.businessinsider.com/comparing-twitters-growth-to-facebook-and-google-2009-3 4. http://mashable.com/2009/03/16/twitter-growth-rate-versus-facebook/ _________________________
Loic: LOL Dana- This is where your chirp notes come in handy. Dumped Image: Nice dump- http://images.google.com/images?hl=en&q=dumped&um=1&ie=UTF-8&sa=N&tab=wi Sad Dump- 1. http://www.freewebs.com/gnanaraj_d/defeat.jpg
Dana- Title: Easy Solutions Don't Make the Best Alternatives Body: Buying Twitter Followers, etc. _________________________
Dana- Title: A Brand that receives little or no attention will not be advertised on Twitter Body- Explain Twitter's Standards for Paid Ads from Chirp Notes 2-3 Bullet points on slide or explained in your speech. Toilet Paper Images: 1. http://centralmadisonliving.files.wordpress.com/2009/02/big-toilet-paper.jpg 2. http://scrapetv.com/News/News%20Pages/Everyone%20Else/images-3/toilet-paper-toilet.jpg _________________________
Dana- What's the question? Perhaps 1 Slide before this slide asking the question? _____________________
http://fluent.razorfish.com/publication/?m=6540&l=1 Siv Singh Who spoke at the Look Launch http://www.slideshare.net/razorfishmarketing/social-influence-marketing-trends-2974341 Trends 3 and 4 Highlight Best Buy Other ones to consider Kodak Zappos ___________________ Dana- I'm a bit unclear about what you're trying to say. Title: Is Twitter right for your Brand? Body: example of day to day advertisers, biz people who need to brand their product or Give example of What Twitter is and is Not for a Company looking to brand themselves and or product. _______________________
Dana- It use to be that one needed an expensive website and nice looking ads, not anymore.... Here's why.... ______________________
thanks Dana- Title: Successful Brands listen to tweets 24hrs a day and answer every single tweet. _________________________
thanks Dana- Title: Successful Brands listen to tweets 24hrs a day and answer every single tweet. _________________________
Dana- Title: The model is to gather all feedback in once central public place and create a public road map. ________________________
Dana- Title: Be abreast to the social media market. Body: Deliver improvements and features as fast as you can based on feedback you are receiving. _________________________
Dana- Title: Application of Social Media Streams Body: adopt them & understand their functionalities without taking risks: Status.net, Chatter, etc. _________________________
Dana- Title: Create Your Presence Across The Board with All Social Networks Body: Examples Image of Social Media Examples: 1. http://socianomical.com/hi/wp-content/uploads/2010/02/socialmedia.png ____________________
is the english "freakin'" OK? Dana: Yes perhaps, #PRdept thanks corrected
Dana- Title: Quality Vs. Quantity ______________________ jyama 4/18 Ning announce the are charging for features, Free ones include grouply (Jeff is an investor) and groups us http://creators.ning.com/forum/topics/alternatives-1 Wild Apricot Rsitez SocialGo BoonEx BuddyPress Elgg Joomla JomSocial Tuiyo WackWall Crowdvine Spruz SocialEngine KickApps SocialCast The Online Family Center Google Friend Connect Huminity I-Neighbors MediaWiki Grou.ps Webbours Groupsite Stribe Imentor Igroops SocialSam MemberWing Webs Neeetz Mixxt CircleBuilder Shutterfly
Dana- Title: Transparency Counts Body: Trust is the underlying Factor. _______________________
Dana- Body: Create authentic content, which isn't like a press release. ________________________
Dana- Title: Support Your Fans Body: Go where the scene is. Be an influencer. _______________________
Dana- Title: Vital Point- Reap what you Sow. Body: It is not a campaign. It takes years to build a community. Tips, 1. Be patient 2. Do it regularly 3. Be Consistent image; 1. http://www.belovedegypt.com/28_-_Sphinx_and_Pyramid.jpg 2.. http://www.okoroafor.com/blog/uploaded_images/seed-720775.jpg _________________________