I Drank The Social Media Kool Aid
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How people interact with business and how Social Media fits that new communication style. Business should not only pay attention, but participate with Social Media.~ Diane Vautier
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I Drank The Social Media Kool Aid
- 1. I Drank the Social Media Kool-Aid Why You Should Too
- 11. On-Demand Consumption of Information Video by @equalman www.socialnomics.com http://bit.ly/1YjIhm
- 16. New Company Expectations http://www.engagementdb.com/Report 1. Starbucks 2. Dell 3. Ebay 4. Google 5. Microsoft
- 17. What Does it All Mean?
- 19. YouTube - Kool-Aid commercial http://bit.ly/1tWQFy
Hinweis der Redaktion
- If you are like me, you spend a lot of time defending your use of Social Media to your friends, and getting interrogated by clients who just don’t see the value of Social Media. Hear things like: Twitter is stupid, who cares what you’re doing? or that you just ate a Ham Club sandwich at Panera Bread? Even a TV commercial for a phone where they’re making fun of a Dad on the phone tweeting. “I’m sitting on the patio…” while his son is annoyed by the mere idea of his Dad using technology I don’t have time to read a blog, let alone write one Why the heck to I want to follow a brand on Facebook, it’s already sucking up enough of my time? And No. I don’t want to accept an invitation to join Farmville If you’re a marketer, you need to know a little something about SoMe and why it is that it is becoming so important to personal and business lives. So first, let’s talk about what has changed in our world that is causing us to even have this conversation in the first place.
- Communication and Technology has shifted is shifting will continue to shift as technology finds newer ways to shrink our worlds and quicken the pace of interaction. You might be saying, uh oh, am I staying current with topics, tools and trends? Technology is moving fast so if you get behind the 8 ball now, it’s only going to get more difficult to catch up.
- One thing that has remained constant is that advertisers and marketers always find a way to follow the communication to reach customers. Phones – telemarketers Broadcast TV – commercials / product placement (Do you remember when MTV was all music, all the time? No commercials) Radio – Commercials and sponsorships Publishing – Print ads Mail – Direct mail In-Person – Trade shows and networking (word of mouth) Online – when this came along we found a way to have display ads and email
- Shift means that people (consumers) are opting out of being exposed to interruptive advertising. They’re sick of getting yelled and screamed at by brands trying to be heard above the deafening level of advertising noise Technology is helping here too. When you look at the same type of media, you’ll see how we’re weeding out the interruptions Phones – we have caller ID, we can sign up for no-call lists
- Instead of watching network TV when it is broadcast, we tape it, TIVO it and then FF through the commercials or mute them
- On the radio, we channel surf with the seek button on the steering wheel, or use our MP3 players or even phones to hear what we want to hear when we want to hear it
- The use of print ads is slowing. In fact lots of print publications are going out of business. Check newspaperdeathwatch.com for the latest papers that have gone under or Magazinedeathpool.com to track magazines that are closing up shop. They’re feeling the pressure of online competition and are struggling with the new free content type of reporting
- Mail – even hard-copy direct mail is getting hit with no-mail lists and high costs to reach customers. catalogs are moving online, direct mail is combined with online efforts
- WOM has become world of mouth womma.com
- Online – consumers complained and were rewarded with the CANSPAM act which (arguably) helps reduce electronic spamming and unwanted solicitation So, how has this all combined to change how we consume information? We’ve evolved. We now engage in on-demand consumption of information
- How do marketers respond to this new on-demand way of consuming information?
- We respond with a Marketing 2.0 approach to suit a Web 2.0 world. Marketing 2.0 – Bernie Borges @BernieBay Marketing 2.0 is a very Inbound marketing approach. Be where you’re customers live. Be helpful, not too helpful Be available, but don’t be pushy Create content and share it freely Listen, Engage, Interact and listen some more Be where you’re customers live. Meet their new expectations. What are their new expectations?
- Customers think that Brands should be online because that’s where they are. Contrary to popular belief, people are choosing to interact with brands on social media networks
- Half of US Social Media Users Connect with Brands (52%) 46% said something good about a brand or company (vs. 23% saying something bad)
- The changing expectations of customers is starting to get companies to change how they feel about social media They’re starting to also believe that they SHOULD be online and engaged. They’re starting to catch on to the ‘follow the communication’ mantra of marketing
- Go to Engagementdb.com you’ll find the top rated brands on channels and engagement (result of wetpaint and altimeter) 1. Starbucks 2. Dell 3. Ebay 4. Google 5. Microsoft
- It Means that It’s Time to Drink The Kool-Aid
- Social Media is a cool new toy, it’s very exciting BUT: Don’t forget all you know about a strong marketing mix. Same solid strategies exist, it’s just a new tool in the toolbox Integrate it into your strategy as part of your plan, not the whole plan
- Lots of people think it’s FREE It’s not FREE. Huge time and manpower commitment The more you use SoMe, the more you will use it Spread out the responsibility Create an in-house team Add your team to your webpage www.abccompany.com/twitter Establish it, nourish it, grow it. Then it can be used for marketing such as: customer service product research Brand awareness Lead generation Don’t need lots of skills, you can start right away, which is why small business loves it. Also lots to get confused about Hard to commit time and stay current with rapidly changing networks AND try to run a business So, get help with set up, training, monitoring, measuring, engaging, and content generation
- SoMe is ubiquitous. Tons of flavors to choose from. If you don’t like any of the flavors you see, feel free to create your own unique one Try mashable for link to the list of them 350+ (social networking god) Or try oneforty.com for just twitter api’s @pistachio
- SoMe can be used for lots of things: Brand building Customer loyalty lead gen but it really rocks on SEO (Lots of Small Businesses are looking for good rankings – use SoMe!) helps earn a higher organic placement on SERP’s SEO – (Jupiter Research) organic results are 8.5x more likely to be clicked on than paid search results paid search results are 1.5x more likely to convert clicks throughs from the search engine so, looking at both of these numbers we can conclude that “the opportunity from organic search is 5.66x that of paid search
- Use of social media is skyrocketing facebok – according to them they have over 300 million active users twitter – 1929% growth June 08 – June 09 If you Don’t, You’ll Miss Out At the very least you should be monitoring SoMe to find out what is being said about you and your competitors. Friends care more about what their friends think than what Google thinks. According to an Oct 5 th 2009 report SoMe is the next great gateway for content delivery. Roughly 18% of users today see it as core to finding information. It’s becoming a core product research channel