Richard von Kaufmann Sauna Safari Social Media Presentation 8 May 2014
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A presentation given at the Startup Sauna event in Nairobi www.saunasafari.com
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Richard von Kaufmann Sauna Safari Social Media Presentation 8 May 2014
- 1. SOCIAL MEDIA SUCCESS Startup Sauna In Kenya Richard von Kaufmann // 8 May 2014
- 4. Zipipop Freud — The Influence Agency Zipipop Freud combines social media & communications to create influence and solve business challenges in today’s world.
- 5. What did Peter Vesterbacka teach me?
- 6. “Attitude is everything!” “A press release is not marketing.” Peter Vesterbacka
- 8. YOU CAN’T AFFORD TO BE SHY
- 9. GOALS • What are you trying to achieve? • What resources do you have? • How will you know you are being successful? http://www.flickr.com/photos/barretthall/4039775568/
- 10. It’s all about changing perceptions in people’s minds
- 11. CHANGING PERCEPTIONS “People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.
- 12. “People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage. The right content CHANGING PERCEPTIONS
- 13. “People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage. The right place The right content CHANGING PERCEPTIONS
- 14. The right time “People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage. The right place The right content CHANGING PERCEPTIONS
- 15. How to create influence in today’s world?
- 16. Latent (people search internet for needs/desires; asking questions in social media) Reactive (reacting – particularly in social media) Proactive (campaigns, press releases, etc.) ZIPIPOP FREUD’S TIME-BASED MARKETING MODEL
- 19. “SEARCH ENGINE COMMUNICATION” Timo Nurmi 2013 Latent
- 21. Let’s step back in time for a moment…
- 22. ONE TO MANY – BROADCASTING CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg
- 23. MANY TO MANY – SOCIAL
- 24. DON’T SHOUT AT ME CC: http://www.flickr.com/photos/spereira/3567328982 CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204
- 25. TALK TO ME CC License: http://www.flickr.com/photos/gudmunda
- 26. A new approach is needed
- 27. TRADITIONAL MEDIA MIX Advertising Marketing PR
- 28. THE NEW MEDIA MIX Proactive Latent Reactive
- 29. REACTIVE WILL GROW Proactive Latent Reactive
- 30. ITS NOT ABOUT CHANNELS…YET
- 31. Without content there is no social media
- 32. WHAT IS SOCIAL MEDIA? Sharing, discussing, and interacting around content in social networks. Richard von Kaufmann 2013
- 33. CONTENT MARKETING relevant, useful, entertaining
- 34. SEO (findable) Valuable Content social media (sharable) COTENT NEEDS BE TO FOUND EASILY Provide ammunition for fans to promote you
- 35. “VALUABLE” CONTENT AT WORK share to a wall shared on company wall (240 likes) share to own wall (450 friends) 3 likes (with more than 1,500 friends) Shared to their own wall (300 friends) 2 likes and 1 share (with a total of more than 1,000 friends) 15 likes A total of nearly 27,000 people were reached
- 36. The process of finding out what kind of content is valuable to your community can take a long time. GROWING YOUR COMMUNITY
- 37. CONTENT PLAN Some things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead. Entertaining (useful & funny content related to your industry) Daily Diary (interesting things the company has been up to: new product launches, recruits, etc) Strategic (content that is designed to get people to take action on specific goals and build thought leadership) 1 4 1
- 38. DAILY DIARY Daily Diary (interesting things the company has been up to: new product launches, recruits, etc) 1
- 39. ENTERTAINING / USEFUL Entertaining (useful & funny content related to your industry) 4
- 40. STRATEGIC Strategic (content that is designed to get people to take action on specific goals and build thought leadership) 1
- 41. CONTENT Interesting relevant content that is easy to find and share
- 42. LINKING BACK TO LANDING SITES F-Secure event landing page for the Mobile World Congress. http://mwc.f-secure.com/
- 43. ONE THING Direct focus onto 1 (max 3) things you can genuinely claim to provide at a world class / national level.
- 44. EXPERIMENTING • Innocent Drinks Communities Manager: • Learning as we go, and willingness to admit to cock ups. • Experimenting with ideas and find what the right mix of content is. http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100
- 45. Plan – Do – Review – Repeat (what works)
- 46. How to define the strategic content
- 47. ATTITUDE Brands that do particularly well in social media have a consistent “attitude”. • Filter for deciding on content • Gatekeeper for ensuring consistent tone-of-voice across many channels
- 48. WHAT IS ATTITUDE? The easiest way we can express our values is to demonstrate: • What are we for? • What are we against?
- 49. ATTITUDE = VALUES IN ACTION Rami Saarela 2013
- 53. Do the actual perceptions = intended impression? +Values Actions = Attitude Target X Agendas Impressions Perceptions
- 54. Values Actions = Attitude Target X Perceptions Agendas Perception is everything The image of the company lies only in the minds of the target groups.
- 55. Aligning values and attitude (values in action) generates the desired perceptions • +Values Actions = Attitude Target X Agendas Perceptions
- 57. Put the answers to the following questions into practice: ?
- 58. Values What are they and can you be sure all the employees believe, or can be made to believe, in them? Must not just be nice words.
- 59. Best in the world What parts of your business can you justifiably claim are delivered at the highest global/national standards. Overall marketing should be focused on these aspects.
- 60. Target groups Whose important to your organization? Who has the purchase decision making power? Who influences the purchase decisions?
- 61. Focus / Agendas Listen to your target groups and ask questions to find out: What’s important to them? What do they need to help them choose your brand?
- 62. Type of relationship How should your employees talk with the target groups? This is related to tone-of-voice, but is more about the nature of the relationship they should have; e.g. friend, buddy, teacher, guru The persona is based on the values, but “tweaked” appropriately for different contexts.
- 63. Attitude Remember: Attitude = Values in action The easiest way we can express our values is to demonstrate: • What are we for? • What are we against? So our communication actions should reflect these points of view.
- 64. Perception What perception(s) do you wish to enhance or change in the minds of your target groups.
- 65. Use the Zipipop Freud Grids
- 66. FOCUS NEEDED Available resources Available resources Everything you would like to promote
- 67. CONTENT PLAN Some things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead. Entertaining (useful & funny content related to your industry) Daily Diary (interesting things the company has been up to: new product launches, recruits, etc) Strategic (content that is designed to get people to take action on specific goals and build thought leadership) 1 4 1
- 68. INFLUENCE GRID resellers help in sales buddy For:Agile and friendly Against: Inflexibility great selling support end-users easy to use reliable hi-tech supportive colleague For: proud of their work Against: careless work will help me be top of the top Perception to enhance Who is important What’s important to them Type of relationship Attitude
- 69. STRATEGIC CONTENT GRID FILLING Perceptions Who is important Channels Posts Slideshow Videos Info- graphics White- papers Facts Competiti ons Testimoni als Friendly selling support resellers portal (live chat) YouTube LinkedIn? Slideshare Blog series of posts various reliable points / “live” slidedeck to show kSP; expert presentations (“Live” deck showing expert in the whole process ); deck about competitors old machine stories / video about SuperSnake, etc x technologies (based on white paper), x stats globally Our experts: x extra strength steels, x technologies, x in extreme conditions specific material providing evidence oldest machines + stories users say why in posts / old machine stories Whole process experts production managers LinkedIn, Facebook, YouTube, Sldieshare series of posts various reliable points / financial benefits in the long-run “Live” deck showing expert in the whole process high-speed videos of welding arc in different processes; old machine stories “live” slide deck of facts: calculations, ROI, customer process oldest machines + stories users say why in posts / old machine stories Will help me be top of the top end-users Facebook, YouTube series of posts various reliable points / financial benefits in the long-run;; posts about building bikes, etc; welders doing fun but highly skillful; (building nice bike) Leading and growing global company
- 70. KPI GRID PERCEPTION 1PERCEPTION 1PERCEPTION 1 STRATEGY (high level) TACTICAL (mid level REACH (low level) STRATEGIC (perception changes, awareness increase, etc) Research reports: outsourced surveys, focus groups, online surveys, etc every 6-12 months PERCEPTION SPECIFIC CONTENT (as defined in the Content Strategy) Specific posts: Likes, Shares, Comments, Retweets, Favorites, etc daily but with formal quarterly review session CHANNEL (Facebook, LinkedIn, Blog, etc) General Channel Metrics: Followers, Page Likes (Fans), “Talking about this” (engagement), Buzz, Share of Voice, Sentiment, Channels, Influencers, etc daily but with formal quarterly review session
- 71. The power of stories
- 72. Story Telling • Narrative is a fundamental way we make sense of the world. • More than ever organizations need a compelling story to stand out from the crowd. • Social media channel for telling your story http://www.sxc.hu/photo/103262 Innocent’s clear and likable story allowed them to grow rapidly and be bought by Coke
- 73. TELLING YOUR STORY Through the social media channels communicate: •Why you are remarkable •What you stand for •Who you are •What are your goals •What’s happening now
- 74. MICRO STORIES • Each piece of content is a micro story that builds into a larger narrative. • It doesn’t have to be a story with a beginning, middle, and end. • A good image tells a story. • Create stories where your product saves the day and restores balance.
- 75. PUT THE CUSTOMER CENTRAL STAGE • Stop talking about me, I, us, we… — put you customer in the centre of the story and encourage them to create content
- 76. LOGIC vs EMOTION “People are moved by stories and drama and hints and clues and discovery. Logic is a battering ram, one that might work if your case is overwhelming. Wal-Mart won by logic (cheap!), but yours probably won't.” Seth Godin
- 79. BE A PURPLE COW • Be remarkable and stand out • The cornerstone of this is providing a remarkably good product or services • Find interesting, authentic stories behind your team, brand, product or company * http://www.fastcompany.com/magazine/67/purplecow.html
- 80. TAP INTO CONCERNS / EMOTIONS
- 82. You have to react faster
- 83. CATCHING THE SOCIAL WAVES http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpghttp://www.mesurf.com.au/technique_beginner_greenwave.aspx The social media team needs to be ready to react quickly to catch the social media-powered publicity waves.
- 84. IMPROVISATION — reacting in the moment to amplify the positive and reduce the negative
- 85. F-SECURE RIDING THE NSA WAVE
- 86. REACTING MATRIX
- 87. WHAT IS A COMMUNITY MANAGER? A Community Manager guides communities towards smooth and effective collaboration. http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25
- 88. SOCIAL MEDIA TEAM Spread and speed up the workload by involving experts from different departments — authentic knowledgable employees can be your best advocates Marketing HR Customer service Communications R&D Management Sales Team members should be enthusiastic and comfortable with using social media
- 89. PLAN – DO – REVIEW
- 90. THE IMPORTANCE OF A KEY MARKETING PERSON You need someone who has the time and is passionate about hustling and continuous promoting the brand and engaging with the communities.
- 91. MARKETING BALANCE great idea awesome development team If you have a great marketing person you also need to have a great development team who can react fast enough to the exposure.
- 93. Debate: • Rate candidate text answers Shadow Election 2010
- 94. Debate: • Rate candidate videos
- 95. Vote for your candidate
- 96. How did we do this? • In one day unique visits when up by over 5,000
- 97. INFLUENCERS • Connect with influential people
- 98. Likes and comments in Pekka Haavisto’s campaign page
- 99. Exposure reach of up to 30% Finnish Facebook users
- 100. LINKING KEYWORDS • Vaalikone 2012 • Reality Creating Media • Zipipop
- 101. Cross-linking
- 102. Shadow Election 2012
- 103. Shadow Election USA
- 104. Shadow Election Now over 120,000 Facebook fans across national pages
- 105. Keeping eyes open Find genuine connections to influencers or hub sites.
- 106. 1 week: 8,000+ Fans 60%+ engagement
- 107. facebook.com/zipipop linkedin.com/company/zipipop slideshare.net/zipipop sosiaalinenmedia.com Richard von Kaufmann Co-founder & Partner Head of Social Media & Collaboration Tel. +358 45 11 222 73 Email: richard@zipipopfreud.fi www.zipipopfreud.fi
- 108. What is good content?
- 109. What is good content? People only use the Internet for two reasons: to solve a problem or to be entertained. Online content must do one or both to be successful. You should share content that are useful, entertaining and relevant to the recipient.
- 110. INFORMATION DESIGN