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How to do social media

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Mighty Jungle
Mighty Jungle

How to put together a strategic plan for social media - made for the Exhibition and Event Association of Australasia (EEAA) industry day. Features Australian social media statistics, a step-by-step plan and some philosophy.

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FROM Will they turn up? TO Will we turn up? A moment of digitally induced self-reflection for the events and exhibitions industry www.mccann.com.au | @mccanntweets www.markpollard.net | @markpollard
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2. They don’t use the technology their customers use (don’t blame IT)
[object Object],3. They’re scared (the rules have changed; naked is the future)
4. It can be hard to justify it to others in the organisation who are new to it
5. They don’t know how to do it (because they don’t use it – it takes time!)
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What ME is doing
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Source: Hitwise – website visits - week ending 02/05/2009
2009 - March ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Nielsen Online NetView, March 2009
2009 - March ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],OCTOBER Facebook 8.1M YouTube: 5.8M MySpace 2.3M Twitter: 1.2-1.5M Source: Nielsen Online NetView, October 2009 – via SMH
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Take out ,[object Object],[object Object]
The business case
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[object Object],“ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
“ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
Mavens Selectives Wallflowers “ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter Butterflies
“ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
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BTW ,[object Object],[object Object]
 
What to do about it
7 key trends in your industry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some principles ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
Copyright 2009 Mark Pollard: www.markpollard.net
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Map the business context S W O T Agree a key challenge Define success with 1 key metric
Create personas ,[object Object],Goals Needs Fears Desire Beliefs Their experience with you Finding out Deciding to go Buying a ticket Getting there There After there
Work out their value to you ,[object Object],[object Object],[object Object]
Be clear about YOU + = Clear positioning We help THEM by... Be clear about how YOU help THEM
Find out where they are & plot it ,[object Object],[object Object],[object Object],[object Object],[object Object]
Find out where they are & plot it ,[object Object],[object Object],[object Object],[object Object],[object Object]
Find out where they are & plot it ,[object Object],[object Object],[object Object],[object Object],[object Object]
Find out where they are & plot it ,[object Object],[object Object],[object Object],[object Object],[object Object]
Find out where they are & plot it ,[object Object],[object Object],[object Object]
Work out how they are where they are ,[object Object],[object Object],[object Object],[object Object]
Creators Critics Collectors Joiners Spectators Inactives Outreach to bloggers Contests to solicit content Encourage spoofing Solicit comments Encourage voting Social bookmarking Encourage forward to friend Offer RSS feeds Snaggable Widgets Download Podcasts Viral videos/websites Create groups & communities Social applications Portable, original content Optimize content findability Forrester Social Technographics Ladder Common Tactics Source: www.forrester.com/Groundswell/profile_tool.html
Decide which spaces feel right Define your role in each space
Checkpoint: ask yourself ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
http://www.mccann.com.au
Then put the complicated stuff on one page per persona (and challenge yourself to write the over-arching strategy on one A4 piece of paper) [Examples and diagrams removed]
Play with a path to purchase Life-embracing retiree Awareness Consideration Preference Purchase Message Experience Content Metrics Awareness via quant survey Searches. Website visits.
Create hypothetical perfect journeys ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Sydney Boat Show ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Campaigns and commitments ,[object Object],Twitter Facebook Website Campaign to build fans in Facebook Campaign to build fast interest In event EVENT Campaigns to try to bring ticket purchases forward – some broad, some highly targeted Follow up: incremental sale or action
Tools and tech ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Remember ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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Questions? ,[object Object],[object Object],[object Object]

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How to do social media

  • 1. FROM Will they turn up? TO Will we turn up? A moment of digitally induced self-reflection for the events and exhibitions industry www.mccann.com.au | @mccanntweets www.markpollard.net | @markpollard
  • 2. ?
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  • 14. 2. They don’t use the technology their customers use (don’t blame IT)
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  • 16. 4. It can be hard to justify it to others in the organisation who are new to it
  • 17. 5. They don’t know how to do it (because they don’t use it – it takes time!)
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  • 21. What ME is doing
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  • 23. Source: Hitwise – website visits - week ending 02/05/2009
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  • 33. “ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
  • 34. Mavens Selectives Wallflowers “ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter Butterflies
  • 35. “ The world’s most valuable brands. Who’s most engaged?” Wetpaint and Altimeter
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  • 39. What to do about it
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  • 43. Copyright 2009 Mark Pollard: www.markpollard.net
  • 44.
  • 45. Map the business context S W O T Agree a key challenge Define success with 1 key metric
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  • 48. Be clear about YOU + = Clear positioning We help THEM by... Be clear about how YOU help THEM
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  • 55. Creators Critics Collectors Joiners Spectators Inactives Outreach to bloggers Contests to solicit content Encourage spoofing Solicit comments Encourage voting Social bookmarking Encourage forward to friend Offer RSS feeds Snaggable Widgets Download Podcasts Viral videos/websites Create groups & communities Social applications Portable, original content Optimize content findability Forrester Social Technographics Ladder Common Tactics Source: www.forrester.com/Groundswell/profile_tool.html
  • 56. Decide which spaces feel right Define your role in each space
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  • 59. Then put the complicated stuff on one page per persona (and challenge yourself to write the over-arching strategy on one A4 piece of paper) [Examples and diagrams removed]
  • 60. Play with a path to purchase Life-embracing retiree Awareness Consideration Preference Purchase Message Experience Content Metrics Awareness via quant survey Searches. Website visits.
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Notas del editor

  1. Where to start – with an industry that deals with everything from baby events to boat shows, from consumer to B2B?
  2. Let’s start with the secret about digital marketing. Credit: Shh photo http://www.flickr.com/photos/21994122@N04/3261645610/
  3. Credit: http://www.allthingsworkplace.com/images/2008/08/17/whats_in_it_for_me.php
  4. Credit: http://www.whizzbang.com.au/images/logo-me.jpg
  5. What’s changed?
  6. There are 5 things that seem to get in the marketer’s way when it comes to embracing this Credit: http://stratfordcharter.files.wordpress.com/2009/10/obstacle.jpg
  7. Credit: http://evula.org/dragoon/pics/aliens.jpg
  8. Credit: http://lh5.ggpht.com/goldhck/R-ceShWn2XI/AAAAAAAAAuQ/ur_65cgJe8U/wm-Wooden+Computer.jpg
  9. About being themselves, of not having control – when they don’t anyway any more Credit: http://www.flickr.com/photos/28095040@N07/3078038379/
  10. Credit: http://www.almightydad.com/wp-content/uploads/2009/09/I-didnt-do-it.jpg
  11. Credit: Me.
  12. Their needs, goals, fears, beliefs, desires, lusts, loves
  13. Woe is Bebo: site to shut down in Australia PAUL MCINTYRE November 20, 2009
  14. http://www.smh.com.au/technology/technology-news/woe-is-bebo-site-to-shut-down-in-australia-20091119-iox3.html
  15. Credit: http://www.flickr.com/photos/8757741@N04/2582634147/
  16. Credit: http://www.flickr.com/photos/55569773@N00/79236901/
  17. Credit: http://www.flickr.com/photos/49462908@N00/4046427260/
  18. Credit: http://www.flickr.com/photos/34427466731@N01/82540/
  19. An example of how we (at McCann) are to apply our talk to our walk. New website: all content hosted off-site (YouTube, Behance, Slideshare) but aggregated via our www.mccann.com.au URL. We’re learning as well – about what content people are interested in (from us), where, when and so on. The point is: we’re living what we preach.
  20. Peer – let them sell themselves