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A simple guide to using social media for brands
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makefriends
influencepeople
howto
and
BBHAsia‐Pacific’sguidetoharnessingthepowerofengagementmarke;ng
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
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.
10commandmentsofengagementmarke@ng
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
1.PEOPLE,NOTTECHNOLOGY
Facebook,QzoneandTwiUeraren’ttheanswer;they’resimplywaysofimplemenPngtheanswer.
Peopleflocktothesesocialnetworksbecausetheyperceivevalueinwhattheyoffer.
Thatvalueismostlikelysocialengagement:theopportunitytotalkwiththeirfriendsandsharethingsthatma>ertothem–photos,videos,links,theirmoodsandobserva;onsontheworld,etc.
Understandingtheirmo;va;onsiskeytounderstandinghowwecanaddvaluetoouraudiencesandbeawelcomepartoftheirsocialmediaexperience.
“Contentisn'tking.IfIsentyoutoadesertislandandgaveyouthechoiceoftakingyourfriendsoryourmovies,you'dchooseyourfriends‐ifyouchosethemovies,we'dcallyouasociopath.Conversa@onisking.Contentisjustsomethingtotalkabout.”
CoryDoctorow
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
3.CONTENTASINSPIRATION
Havingsaidthat,contentiss;llasimportantasever,butitsrolemustevolvetohelpustakeadvantageofnewopportuni;es.
Itscontribu;onshibstoinspiringconversa;ons–crea;ng‘watercooler’momentsthatgivepeoplesomethingtotalkaboutandenrichtheirownrela;onships.
Wecans;llsharecontentintradi;onal,mass‐broadcastchannelswhenappropriate;thekeychangeiscrea;ngthatcontentwithanendgoalofconversa;onsinmind.
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.
5.LISTENINGISTHENEWTALKING
Inspiteofsomelatentfearsaroundprivacy,ac;veusersofsocialnetworkingsitestendtoshareawealthofvaluableinforma;onabouttheirinterests,habits,andbrandpreferences.
Suchinforma;onisobenworthjustasmuch(andsome;mesmorethan)expensivemarketresearch.Andaswithmanyareasofsocialmedia,theonlycostintakingadvantageofitisthe;meittakesforsomeonetocollectandanalyseit.
However,tocon;nuetobenefitfromtheseinsights,brandsmustearnthetrustoftheiraudiences,andonlyusesharedinforma;ontomutualadvantage.
6.LETTHEMKNOWYOUEXIST
Noma>erhowwellthough‐outorengagingabrand’ssocialnetworkingpresenceis,itcan’tachieveitsobjec;vesunlesspeopleknowit’sthereandhowtofindit.
Raisingawarenessofyoursocialmediapropertyandhighligh;ngthevalueitcanaddtoitsintendedaudiencearethecri;calfirststepsonthepathtosuccess.
Crucially,peopleneedtounderstandwhytheyshouldgiveyouanyoftheir;me–aswitheverythingelseinmarke;ng,thatmustbeabouttheirneedsfirst,notthebrand’s.
7.BEPREPARED
Brandscan’texpecttopleaseallofthepeople,allofthe;me.
Inevitably,something,somewherewillgowrong.
Thetrickistoacceptthisreality,andbepreparedforwhenithappens.
Thismeanshavingaclearlyar;culatedalertandresponseprocessthatensurestherightpeoplecandelivertherightreac;onsintherightplacesattheright;mes.
Althoughsuchprocesseswon’tpreventproblems,theycanmi;gatetherisks,andavoidmolehillsbecomingmountains.
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.
MEASURINGUP
Thekeytomakingthemostofthat‘test‐and‐learn’opportunityisknowingwhatwesetouttoachieveinthefirstplace.
Whilethereareno‘right’or‘wrong’metricswhenitcomestomeasuringsocialengagement,everybrandshouldsetclearandrealis;cgoalsforwhatitexpectsitssocialac;vi;estodo.
Simplebefore‐and‐abermeasurementsoftherelevantmetricswillprovideenoughinsightintowhetherac;vi;esaredoingwhatyouhope–andbestofall,youcangaintheseinsightsthroughthesamesocialchannelsatonlyamodestcost.
“Youcan’thurrylove,No,youjusthavetowait;Lovedon’tcomeeasy,
It’sagameofgiveandtake”TheSupremes(1966)
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.
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