1.
BE SEEN, BE FOUND:
How social content and conversation can
build trust and drive revenue
ERIC WEAVER
VP Digital Strategy • Ant’s Eye View

2.
ANT’S EYE…WHO?
Ant’s Eye View is a management
consultancy focused on
transforming business by
integrating the customer’s voice
throughout the value chain.
It is composed of the social media
leads from Microsoft, Dell, Intuit,
Real Networks, IBM and Lego.
We chose the name Ant’s Eye
View because we believe in
viewing business from the
customers’ perspective – from
the ground up.

3.
USE THESE HASHTAGS
IN ANY ONLINE CONTENT:
#SMSINDIA
#FEEDACHILD

4.
SO WHY ARE
WE HERE
TODAY?
http://www.flickr.com/
photos/ashwinkumar/

5.
We need to build awareness.
We need to convert the curious.
We need to increase revenue.

6.
BUT WE’RE FACING MANY HURDLES
No one has the time.
Everyone is distracted.
Trust is harder to come by.
Expectations can often be ridiculous.

7.
OUTLINE
Marketing has changed
Consumers have changed and are empowered to connect with one another, bypass you
Trust is diminishing in the world
Technologies have changed
Marketing no longer works and consumers expect more
How do you compete, connect, grow in a world full of noise and empowered by Google?
You invest in long-term relationships with your consumers
You create in-bound marketing and IP that can be found, anywhere. New mindset.
Google Knol, YouTube, blogs, Animoto
You build trust
Proof points, testimonials. BlogTalkRadio. Long form, short form.
You engage where customers want you to
Branded social presence, ease of being found in social sites, dialogue on other sites.
You get them to speak on your behalf
Give them things to talk about, to share. Give them speaking venues. Blogger engagement.
CTC.
You put their needs first
Provide informational value, tools, deals. Real apps. Geo-marketing.
The future?
Smartphones will change India. Augmented reality. Touch interfaces.
7

8.
“MAYBE SOCIAL MEDIA WILL
BE THE MAGIC BULLET.”
SO YOU’RE TWEETING. YOU SET UP
A FAN PAGE. POSTED SOME VIDEOS
ON YOUTUBE.
IF YOU’RE LIKE MANY OTHERS,
YOU’RE WONDERING…
NOW WHAT?

9.
AM I DOING THIS RIGHT?
CAN WE GET MORE FANS?
MORE DIALOGUE?
HOW DO I GET MORE ATTENTION?!?

10.
LET’S TAKE A FRESH LOOK AT
THE PRACTICE OF MARKETING
& PUBLIC COMMUNICATION

11.
MODERN
MARKETING
WAS BORN IN
THE MID 20TH
CENTURY

12.
150 YEARS OF “THE
OUTBOUND VOICE”
LET’S TELL A STORY
LET’S EVOLVE EVERY
NICHE OF MARKETING
INTO A SOPHISTICATED
FIELD
LET’S FIND NEW WAYS TO
INTRUDE, INTERRUPT AND
DIVERT
HAS IT WORKED?

13.
MAXWELL HOUSE COFFEE:
GOOD TO THE ________ ________

14.
YEH DIL MAANGE _____

15.
MONOLITHIC MESSAGES
WORKED WHEN WE HAD:
• Limited product
choice
• Limited media
channels
• Longer brand
interactions
• Higher barriers to
entry

16.
BUT NOW…

17.
WHY TRADITIONAL APPROACHES ARE FALTERING
H
BLIS
O PU
TY T
BILI
ER A
SUM
CON
ORIGINAL
VERSION:
AGENT
WILDFIRE

18.
CHANGING PRIORITIES: “HOW IMPORTANT ARE THESE
FACTORS TO CORPORATE REPUTATION?”
US 2006
US 2010
Quality products & services
53%! Transparent & honest practices
83%!
Attentive to customer needs
47%! Company I can trust
83%!
Strong financial performance
42%! High-quality products/services
79%!
Fair pricing
38%! Communicates frequently
75%!
A well-known brand
37%! Treats employees well
72%!
Good employee relations
35%! Good corporate citizen
64%!
Socially responsible
Prices fairly
33%! 58%!
Visible CEO
Innovator
23%! 48%!
Dialogue with stakeholders
Top leadership
23%! 47%!
Employee/CEO blogs
12 Financial returns
45%!
%!
EDELMAN
TRUST
BAROMETER,
2010
19

19.
SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS
THAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTING
TRUST BETWEEN PEERS.
FLICKR.COM/PHOTOS/POWERBOOKTRANCE

20.
SO IS SOCIAL A FAD, OR IS IT A
PROFOUND
GLOBAL
CULTURAL
SHIFT

21.
NUMBER OF PEOPLE JOINING LINKEDIN DAILY
83,000+

22.
618,
ACTIVE USERS ON
FACEBOOK
500,
SOURCE: SOCIALBAKERS
& FACEBOOK, 1 FEB 2011 000

23.
5,800,000+
PEOPLE JOIN FACEBOOK EVERY WEEK SOURCE: FACEBOOK
2009 POPULATION OF BENGALARU
5,438,000

24.
55
NUMBER OF
MINUTES THE
AVERAGE USER
SPENDS EACH
DAY ON
FACEBOOK
SOURCE: FACEBOOK

25.
50%
PEOPLE WHO
ARE MORE
LIKELY TO
BUY IF
ENGAGED VIA
SOCIAL SITES
CHADWICK MARTIN
BAILEY, FEB 2010

26.
66%
PERCENTAGE
OF BRAND
TOUCHPOINTS
ARE NOW
GENERATED BY
CONSUMERS
SOURCE: MCKINSEY QUARTERLY, JULY 2009

27.
CLICKTHROUGH RATE FOR AVERAGE BANNER AD
0.19%
FORRESTER, 2008
38x
CLICKTHROUGH FOR AVG FACEBOOK WALL POST
6.49%
VITRUE, AUGUST 2009

28.
MANY, INCLUDING YOUR BOSS,
CAN STILL BE SKEPTICAL
PHOTO:
FLICKR.COM/PHOTOS/YUGENRO
29

29.
BOOMERS
Be proper. Formal looks better. Never block any opportunity.
Oversharing is “weak” & “prideful.” Guarded is safe. Your suit &
tie = you are trustworthy.
GENS X&Y
Grew up with Google, so sharing means being found. Formalities
are boring. Would rather do business with the likeminded. Your
suit & tie = untrustworthy.
RIGHT NOW
THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO:
FLICKR.COM/PHOTOS/KATINALYNN

30.
SO HOW CAN I REACH
MORE PEOPLE?

31.
MILLENNIALS’ PERSPECTIVE:
BOOMERS’ PERSPECTIVE:
FOUND”
“BE SEEN, BE HEARD”

32.
1. CONTENT THAT BUILDS TRUST
• Proof points • External voices, expert
interviews (video or text)
• Testimonials
• Yelp, visitor rankings,
featured quotes
• Inside looks • Webcams, blog posts,
factory tours
• Employee perspective • Employee vignettes on
YouTube
• Management relations
• CEO podcast, product
pieces manager blog, day-in-the-
life

33.
2. MAKE CONTENT EASILY FOUND
• Expertly tagged – who will it delight, or annoy
• Conversation enabled and encouraged
• Content hosted on/linked from social site
• Rich media — with transcripts

34.
3. MAKE CONTENT EASILY SHARED
• Enable sharing technologies like AddThis, Facebook
Connect, Google Connect
• Users are 4x more likely to join a community if
done through Facebook Connect
• Encourage sharing via “human engineering”

35.
4. ENABLE ENGAGEMENT
• Enable comments
• Invest in community moderation
• Make fanning, faving, rating, liking very easy
• Engage fearlessly, but don’t feed the trolls
• Why? GOOGLE LOVES ENGAGEMENT.

36.
37

37.
38

38.
SHORT-FORM CONTENT
SHARING (NOT JUST
BROADCASTING) ON TWITTER
IDEAS ON LONG-FORM CONTENT
WHERE TO (INTELLECTUAL CAPITAL =
“SEARCH FODDER”) VIA BLOGS
START
COMMUNITY BUILDING,
ENGAGEMENT AND INFLUENCE
(NOT “LIKES”) VIA FACEBOOK

39.
PODCASTS THROUGH
BLOGTALKRADIO.COM
WHITE PAPERS AND THOUGHT
LEADERSHIP ON SCRIBD,
IDEAS ON KNOL.GOOGLE.COM, SCRIBD AND
WHERE TO SLIDESHARE.NET
START CREATE VIDEO SLIDESHOWS ON
ANIMOTO.COM
ANSWER IMPORTANT BUSINESS
QUESTIONS ON LINKEDIN Q&A

40.
BLOGTALKRADIO

41.
GOOGLE KNOL

42.
SCRIBD

43.
SLIDESHARE

44.
ANIMOTO

45.
A FEW HINTS…
• QUALITY OF CONTENT WILL DRIVE QUANTITY OF
FANS. FOCUS ON QUALITY.
• MANAGEMENT NEEDS TO UNDERSTAND THAT
EVERYTHING THEY KNOW ABOUT MARKETING HAS
SHIFTED. AND THAT’S NOT A BAD THING.
• USE YOUR RESOURCES STRATEGICALLY. DON’T TRY
TO DO EVERYTHING — DO A FEW THINGS VERY
WELL.

46.
MORE TOMORROW ON
SOCIAL MEDIA STRATEGIES

47.
DHAN YA VAADAA!
http://antseyeview.com
ERIC WEAVER
Twitter: @weave
If you enjoyed today’s
presentation, please tweet
about it and include the
hashtag #feedthekids