Why do so many brands hit an iceberg when they launch into Social Media? They miss the point. Uncover the secret of successful branded social media.

1. Social
Marketing
Opening the door to the public
The secret to successful branded
social media marketing
© The Wong Number, January 2012
http://www.linkedin.com/in/wongnumbe

2. You know it’s time
Social shakes up marketing

3. Where does Social Media Marketing fit?
Australians use social media more
than any other developed country
Traditional marketing
CUSTOMER broadcasts brand messages
to consumers via
90% of consumers trust advertising and promotions
word of mouth ADVERTISING
recommendations over broadcast
advertising
BRAND
To generate consumer
recommendations
integrate Social Media
into marketing &
62% of online promote it with
Modern marketing advertising & PR
Australians focuses on what the
are interacting customer is saying
with companies about brands
via social
networking sites

4. Before you begin a Social Media program understand this:

5. • Social media is in the hands of the public not the brand
• To be involved the ongoing cost is a commitment to
a high amount of man hours
• And the financial cost is in developing customer-centric
online facilities
• If you don’t take the right approach, the cost will be in
crisis management

6. Social Media is not a
broadcast media silo
It is for the people, by the people.
A democracy
It is the opposite of all
current marketing

7. Brands need to embrace the same mindset as their customers
Individuals need to think like brands and not over share

8. There is no shame in eavesdropping – listen to your target audience first
Understand how they communicate and what they share
Be aware of their lifestyle and prejudices
Listen to what they are saying about brands

9. Be like them
Chat with them
Share little secrets with them
Do as they ask

10. Hear and respond to enquiries in
real time
Use customer feedback to deliver
a superior product and services
Be nice to everyone
And keep them in the loop about
their suggestions and criticisms

11. It’s like dating

12. What do you share in common?
How can you have fun together?
How can you impress their friends
and their family?
How can you make them happy?
How can you be a part of their world
and make it better?

13. So how do you do that?

14. Commission a cultural Look at the relationships
audit of your brand your customers have
with each other
See how the public
interact with your brand Create a picture of your
community and then be
Examine the target the embodiment of it
market’s psychographic
brand relationship Go where your audience
already converges online
See where this intersects
with your existing
sales, marketing and
PR campaigns

15. When you live and
breathe the customer
perspective you will
know what to
do to make
them happy

16. That’s the secret to social media

17. When the customer is happy,
you build brand equity
When the customer is happy
they tell their friends
and networks
And then they tell others
while continuing to
support your brand
That’s the pay off

18. Give your audience the tools to make encountering your brand a pleasure
Facilitate the ability for others to share your content
People don’t want your advertising messages, they want conversation
They hate it when you tell them what to do or buy, but they do like advice
Most like to share their opinion - they enjoy having input
And they love to swap stories
When they’re unhappy they’ll
tell you. And then you’ll have the
power to make it better for them

19. Don’t get hamstrung by sales figures or ROI. That comes later
Use strategic thought - don’t leave it to a junior or intern
Don’t fret about follower counts, reach comes virally as well as offline
So concentrate on your key community
Your online advocates will appear and begin the process of word of mouth

20. The public don’t have to include you in their networks. They choose to, or not
Give them good reasons to be loyal and to be open to you
Remember
Reassure them that you will be there for the long haul
Most of all, be polite and respectful, no matter how vexing
And lastly, always say ‘Thank you’

21. Thank you
And thank you to Cuba Gallery Photography
Created by Jane Wong, Social Media Planner
As an advertising and marketing specialist for over twenty years,
Jane’s experience of social networking began before the dot com crash.
Her interests in social anthropology and psychology have honed her
understanding of online consumer behaviours, and helped to shape
dynamic Social Media strategies.
© The Wong Number, January 2012
http://www.linkedin.com/in/wongnumber