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make friends influence people how to and BBH Asia‐Pacific’s guide to harnessing the power of engagement marke;ng

Social Media - Making Friends & Influencing People

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A simple guide to using social media for brands

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Page 1: Social Media -  Making Friends & Influencing People

makefriends

influencepeople

howto

and

BBHAsia‐Pacific’sguidetoharnessingthepowerofengagementmarke;ng

Page 2: Social Media -  Making Friends & Influencing People
Page 3: Social Media -  Making Friends & Influencing People

THERATIONALE

Socialmediacon;nuetoa>ractmorebuzzthanastadiumfullofvuvuzelas–here’swhy:

•  Socialmediasiteshavemorethan1billionusersworldwide1

•  Facebookalonehasmorethan640millionusers2

•  QQisnearlyasbig,with635millionusersinChinaalone3

•  InMarch2011,Facebookhasnearly150millionusersacrossAsia,with1.5millionnewusersjoininginthepastmonthalone4

•  ConsultancyVitruecalculatedthateachoneofabrand’sfansonFacebookisworththeequivalentofUS$3.60inearnedmediavalue5

SOURCES:1.ESTIMATEBASEDONREPORTEDUSERFIGURESFROMVARIOUSSOCIALNETWORKS;2.FACEBOOK;3.TENCENT;4.SOCIALBAKERS;5.VITRUE.COM

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THENEXTFRONTIER

Withcompellingnumberslikethese,thekeyques;onhasevolvedfrom‘whyshouldweconsidersocialmedia?’to‘howcanweharnessitspotenPal?’

Thefirststepistoseesocialmediaforwhattheyare:anaddi@ontoalltheexis;ngwayswecaninteractwithpeopleandsharevaluewiththem.

Cri;cally,they’renotasilverbullet:socialmediawon’treplaceothermedia,won’tmakeabadproductgood,andwon’tperformany‘magic’;they’resimplyonemore(albeitverypowerful)toolwecanusewhenit’sappropriatetodoso.

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10commandmentsofengagementmarke@ng

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ENGAGEMENTMARKETING101

1.  Startwithpeople,nottechnology

2.  Createconversa@ons,notcampaigns

3.  Usecontenttoinspirediscussion

4.  Deliverrealvaluetoaudiences

5.  Listenbeforeyoutalk

6.  Tellpeopleaboutyourefforts

7.  Bepreparedforawkwardsitua@ons

8.  Beresponsiveandadaptasyougo

9.  Takethingsslowandsteady

10.  Beinitforthelongterm 101

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1.PEOPLE,NOTTECHNOLOGY

Facebook,QzoneandTwiUeraren’ttheanswer;they’resimplywaysofimplemenPngtheanswer.

Peopleflocktothesesocialnetworksbecausetheyperceivevalueinwhattheyoffer.

Thatvalueismostlikelysocialengagement:theopportunitytotalkwiththeirfriendsandsharethingsthatma>ertothem–photos,videos,links,theirmoodsandobserva;onsontheworld,etc.

Understandingtheirmo;va;onsiskeytounderstandinghowwecanaddvaluetoouraudiencesandbeawelcomepartoftheirsocialmediaexperience.

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“Contentisn'tking.IfIsentyoutoadesertislandandgaveyouthechoiceoftakingyourfriendsoryourmovies,you'dchooseyourfriends‐ifyouchosethemovies,we'dcallyouasociopath.Conversa@onisking.Contentisjustsomethingtotalkabout.”

CoryDoctorow

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2.CONVERSATIONSNOTCAMPAIGNS

Thetradi;onalbrandcommunica;onmodelreliesona>en;on‐grabbingtac;cstowinpeople’sa>en;on,butdoesli>letosustainthata>en;ononcethe‘campaign’isover.

However,thisleadstoperiodsofdiminishedengagement,whenbrandscanlosevalueandcompe;torscanclosein.

However,bysupplemen;ngthese‘fireworks’withmorein;mate‘campfire’conversa;ons*,brandscansustainengagementoverlongerperiodsof;me,whileaddingaddi;onalvaluetorela;onshipswiththeiraudiences.

*MoreonthistopicfromJohnWillshire(@willsh)here: hUp://bit.ly/1sLMjM

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3.CONTENTASINSPIRATION

Havingsaidthat,contentiss;llasimportantasever,butitsrolemustevolvetohelpustakeadvantageofnewopportuni;es.

Itscontribu;onshibstoinspiringconversa;ons–crea;ng‘watercooler’momentsthatgivepeoplesomethingtotalkaboutandenrichtheirownrela;onships.

Wecans;llsharecontentintradi;onal,mass‐broadcastchannelswhenappropriate;thekeychangeiscrea;ngthatcontentwithanendgoalofconversa;onsinmind.

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4.SIZEISN’TEVERYTHING

Asweshibourfocusawayfroman‘interrup;on’model,brandswillnolongerneedtorelyonhigh‐impactac;vi;es.

Somethingassimpleasashortstatusupdatecans;mulateconsiderablelevelsofconversa;onandbuildbrandaffinity.

Similarly,shortvideoclipswithmodestproduc;onqualityareperfectlysuitableonsocialsites,dependentonthetaskthey’redesignedtoaddress.Even‘user‐generatedcontent’canwork.

Thetrickistoshareonlycontentthataddsvaluefromtheaudience’sperspec;ve,andrecognisethattherearemanypoten;alwaystodothis–fromepicTVCsthroughtosimplerepliestoFacebookcomments.

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5.LISTENINGISTHENEWTALKING

Inspiteofsomelatentfearsaroundprivacy,ac;veusersofsocialnetworkingsitestendtoshareawealthofvaluableinforma;onabouttheirinterests,habits,andbrandpreferences.

Suchinforma;onisobenworthjustasmuch(andsome;mesmorethan)expensivemarketresearch.Andaswithmanyareasofsocialmedia,theonlycostintakingadvantageofitisthe;meittakesforsomeonetocollectandanalyseit.

However,tocon;nuetobenefitfromtheseinsights,brandsmustearnthetrustoftheiraudiences,andonlyusesharedinforma;ontomutualadvantage.

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6.LETTHEMKNOWYOUEXIST

Noma>erhowwellthough‐outorengagingabrand’ssocialnetworkingpresenceis,itcan’tachieveitsobjec;vesunlesspeopleknowit’sthereandhowtofindit.

Raisingawarenessofyoursocialmediapropertyandhighligh;ngthevalueitcanaddtoitsintendedaudiencearethecri;calfirststepsonthepathtosuccess.

Crucially,peopleneedtounderstandwhytheyshouldgiveyouanyoftheir;me–aswitheverythingelseinmarke;ng,thatmustbeabouttheirneedsfirst,notthebrand’s.

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7.BEPREPARED

Brandscan’texpecttopleaseallofthepeople,allofthe;me.

Inevitably,something,somewherewillgowrong.

Thetrickistoacceptthisreality,andbepreparedforwhenithappens.

Thismeanshavingaclearlyar;culatedalertandresponseprocessthatensurestherightpeoplecandelivertherightreac;onsintherightplacesattheright;mes.

Althoughsuchprocesseswon’tpreventproblems,theycanmi;gatetherisks,andavoidmolehillsbecomingmountains.

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8.READY,FIRE,AIM

Becausetheyarea‘real‐;me’medium,socialnetworkingsitesallowbrandstobecomehighlyresponsiveintheircommunica;ons.

Bestofall,socialmediaprovidetheperfectenvironmentfora‘test‐and‐learn’approach–tryingavarietyofdifferentapproachesandtac;csatminimalcost,andadap;ngtheoverallstrategytomakebestuseofthesubsequentresults.

Buildinganexperienced,dedicatedteamtolookaberthebrand’ssocialmediaac;vi;esensuresitcantakeadvantageofeveryopportunity,howevertac;calortransitory.

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MEASURINGUP

Thekeytomakingthemostofthat‘test‐and‐learn’opportunityisknowingwhatwesetouttoachieveinthefirstplace.

Whilethereareno‘right’or‘wrong’metricswhenitcomestomeasuringsocialengagement,everybrandshouldsetclearandrealis;cgoalsforwhatitexpectsitssocialac;vi;estodo.

Simplebefore‐and‐abermeasurementsoftherelevantmetricswillprovideenoughinsightintowhetherac;vi;esaredoingwhatyouhope–andbestofall,youcangaintheseinsightsthroughthesamesocialchannelsatonlyamodestcost.

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“Youcan’thurrylove,No,youjusthavetowait;Lovedon’tcomeeasy,

It’sagameofgiveandtake”TheSupremes(1966)

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9.ONESTEPATATIME

Fewbrands(ifany)willachieveovernightsuccessinsocialmedia;deep,meaningfulrela;onshipstake;metobuild.However,therewardsarewellworththeeffort.

Crucially,though,weneedtotakethingsatapacetheaudienceiscomfortablewith.Some;mes,they’llini;atethatrela;onshipforus,crea;ngtheirownbrand‘fan’pages.

Other;mes,itmaytakemanymonthstobuildthedesiredmomentum.However,thisisalong‐termmedium,sothat’sfine–providedtheaudienceperceivevalueinwhatyou’redoing,it’sallworthwhile.

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10.SOCIALENGAGEMENTISFORLIFE…

Brandscan’tachievesuccessinsocialmediabydippinginanddippingout–it’salong‐termcommitmentthatrequirescon;nuouseffort.

However,aswithallvaluablerela;onships,thatextracommitmentwilllikelydelivercorrelatedrewardstoo.

Cri;cally,though,brandsshouldrememberthatsocialmediaareabusinessinvestment,andmustul;matelybuildthebrand’svalueiftheyaretojus;fytheirplaceinthemarke;ngmix.

Assuch,it’sparamountthatbrandsiden;fythebestpeopleandpartnerstohelpbringtheirac;vi;estolife.

$

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SimonKemp

EngagementPlanner,BBHAsia‐Pacific

simon.kemp@bbh‐asiapac.com.sg

@eskimon