July 7 2011 BD Living Social Hothouse

1. “Living Social”
7 July 2011
Presented by Peter du Toit, Lisa Breedt & Brian Rea
“Social media gives you the ability to check perception.
You’re not speaking at people anymore, you are speaking with them.”
– Brian Solis

2. Unilever BD Hothouse
“Living Social”

3. “Social Media”

4. OWNED
(The
chemicals)
EARNED
(The
Reaction)
PAID
(The
Catalyst)

5. • Most of us can do This
OWNED
EARNED
PAID
And this....

6. Earned media is definitely the HOLY GRAIL of
marketing today
and there is no better channel for earned media than social
channels
OWNED
EARNED
PAID

7. Part 1
What social media is and what it isn’t

8. The broadcast model vs. The
Social Model

11. “Social Media is not
just direct marketing
parked online”
Amber Naslund
Brass Tack Thinking

12. Part of the trouble is that we rarely
distinguish between Social Media,
The “Tools and Tubes”
and Social Media, The Business
Philosophy.
And they’re different.

13. It’s the slow build of a meaningful “eye level” presence in the
hearts and minds of your target audience over time.
Presence
Time

14. “Campaignitis”

16. More and more marketers use social media as an
“Attack and retreat” platform
Presence
Time

17. Here’s what it should
look like...

18. Campaign might be the ingredient
(but NOT the recipe)
Presence
Time

19. “not only do you have
to learn how to do
social...you have to
learn how to BE social”
Jay Baer

20. “Social and digital
platforms are more
about people than the
technology”
David Armano
VP Edelman Digital
SVP Edelman Digital

21. The ultimate Digital Face-off?
VS

22. Who wins?

23. VS
Long Term view – “Sustained Attack” Shorter horizon = “in and out”
“Attack and Retreat”
A way of life – “democratising democracy” A campaign
Never really ended – just evolved Clear end date

24. VS
Built and empowered Nominally a “conversation
community by starting a about shower gel” but actually
conversation about change more about boosting the ad
and groundbreaking use of
media
Inspiration
Participation Entertainment

25. Verdict
2 Very different approaches to the
use of digital and social platforms

26. One more about a slow build to
conversation and participation –
Prioritised People over technology

27. Focussed on squeezing out more attention for an award
winning commercial
The other was a triumph of technology
But it left the shower gel conversation “high and dry”

28. Conclusion
Yes of course digital and social
platforms can be used as another
campaign channel

29. Conclusion
But the real power lies in their ability to
build and converse with communities, to co-
create value with people over time

30. Part 2
There needs to be a real appetite for
social media because it’s so different

31. “Once upon a time, customer contact was centralized around the switchboard, and the
phone was the preferred method for communication between companies and customers.
When it rang, you answered, because it was likely a customer or a potential customer on
the other end of the line. Now, the calls are coming through online, via the social phone.”

32. “Even the companies that are starting
to come around to thinking, ‘oh maybe
we should do some social stuff’, I still
think a lot of them are only thinking
about it on a surface layer, It’s like ‘OK,
I have my product, maybe I’ll add two
or three social features and we’ll check
that box’, That’s not what social is.“
You have to design it in from the
ground up, Zynga and Quora are two
companies doing this correctly.
“They’ve designed their whole product
around the idea that your friends will
be here with you,” he says.
— Mark Zuckerberg, CEO Facebook

33. “Social Media isn’t just another channel, but
a whole new environment, where the rules
of engagement are different. “

34. Do you REALLY have a product worth
giving to the man with the mic!

35. It’s counterintuitive

36. What can we sell you? How can we help you?
Pitching Products Boosting people

37. A whole new approach to what
passes for content
Without a well defined content
strategy, you’ll just look like every
other brand

38. Two Requirements
Social Idea
Conversation Strategy

39. #1
Social Idea
A distillation of WHAT we are going
to talk about with our community

40. #2
Conversation Strategy
How we are going to LAND that
content in a manner than initiates
dialogue

41. Godin’s Three Way Test

42. Anticipated
Personal
Relevant

43. A picture from publishing

44. Has a certain reader in mind
Has a circulation target
“as good as the last edition”
Very “real time” element to
publishing
The need to listen, provoke,
nurture and where necessary,
course correct

45. Editor in Chief/Publisher The Writer/Content Creator The reader
The “face” of the mag The “expert” in her field Absorbs and processes
content
Owns the business outcome A thought leader
Magazine makes her a
Reader Advocate Keeps abreast of trends and “thought leader’ in her circle
other thought leaders
Owns the “secret formula” May respond with letters to
Informs and provokes thinking the editor
Recruits and source content – and remains accountable for
creators to achieve objectives her content

46. The Brand The Followers
and its frontline “the tribe”
“stewards” and back
line team

47. A closing thought

48. Harvard Business Review
• “Gonzo marketing”
– “marketing as stunt, spectacle, and titillation”
• What you should seek, rather than just "free" or
"cheap" attention is the greatest return on attention
• meaningful stuff, builds lasting engagement, trust,
affection, devotion, inspiration, deeper connection —
– and maybe, just maybe, begin to approach delight, joy,
amazement, and happiness.

49. Nowhere is any of this more obvious
than in Armano’s Social Media
Manifesto

50. 1
We will no longer view you as
“consumers”. Instead, you are co-
creators, participants, and advocates

51. 2
We will actively listen, and
participate authentically because we
know you demand nothing less

52. 3
We will meet you on your terms, not
ours

53. 4
We provide value, not noise

54. 5
We will focus on your needs vs. our
messages

55. 6
We will build relationships that
connect us in ways where we all
benefit

56. 7
We will act ethically and
transparently, because it’s no longer
a choice

57. 8
We will respond to changes
quickly—we will adapt

58. 9
We will move forward with you, not
without you, because you are our
future

59. 10
We will extend every respect to
members of our tribe, protecting their
dignity even when they are giving us a
hard time…

60. Part 3
Up-skilling for social
The practical side

61. “A new mindset
and skill-set is
needed to
participate in the
digital landscape.”

62. Social Media Strategy Components
Internal
Objectives Collaborative Listening Room
Communication
Social Media People
Tools
Etiquette Socialgraphics
Content/ Embassy Setup &
SM Policies &
Conversation Technical
Guidelines
Strategy Education

63. 1) Objectives

64. 2) Internal Collaborative Communication

65. Become a digital native. Be comfortable with and
plugged into the social media and digital environment.

66. 3) Listening Room

67. 4) People Social-Graphics

68. Determine the online behaviour of your target audience

69. The Internet itself was an
inherently social idea
Only now it’s gotten more social

71. The internet is an integral part of my life
High Engagement , Consumption and involvement
Social, knowledge, news, interest, multi media, gaming, browsing etc
I just love talking and expressing myself
High Engagement , Consumption and involvement
Social, knowledge, news, interest, multi media, gaming
I use the internet to gain knowledge, information – to educate myself
Medium Engagement and Consumption – Low involvement
Social, e-mail and browsing
Internet is important for me to establish and maintain relationships
Engagement and Consumption high – Involvement low
Social and E mail
Looking to create a personal space online
Engagement and consumption low – Involvement High
Social and E mail
The Internet as a Functional Tool
Engagement, Involvement, Consumption Low
E Mail

72. Best we understand into which
typology our consumer falls!
Also, which typologies are going to
help build and influence in their own
right

73. 5) Tools

74. 6) Social Media Etiquette

75. 7) Content/Conversation Strategy
image: lastquest

76. 8) SM Policies & Guidelines

77. 9) Embassy Setup & Technical Education

78. Starting conversations
Joining existing conversations
Developing a strategy based
on what you’ve heard
Understanding what you hear
Listen
Internal Communication -
what is your company DNA?

79. Connect on Twitter:
@case_studyinc
@peterdtoit
@lisabreedt
@socialmediaiq
Connect on Facebook:
www.facebook.com/CaseStudyIncorporated
www.facebook.com/SocialMediaIQ