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How to promote your brand in social networks
- FORGET ABOUT CAMPAIGNS LISTEN AND ENGAGE
- Hi, I am @loic founder of Seesmic, one of the popular social software apps and of LeWeb, largest web conference in Europe
- What you want as a brand is to be known, trusted and reach millions of people
- Oh and you had CONTROL, like Constantin films for “Downfall” http://mingramjr.com/hitler-shows-his-frustration-for-the-lost-iph
- It was easy: few media sources that lots of people watched. Create campaigns, repeat messages, reach masses.
- It became tough to get your message: millions of sources on various devices: mac, pc, iPhone, iPad, Android, BB, Nokia, Windows Phone, email, paper
- Mobile is a nightmare with the number of devices but it's soon larger than desktop Internet source Morgan Stanley
- Is advertising as we know it dead?
- More and more sites reject or restrain advertising
- People spend more time on social networks than email source Morgan Stanley
- Social networking is a global phenomenon and it's not only about Facebook and Twitter source Morgan Stanley
- Advertising dollars naturally flow to social networks
- The fastest growing social network is Twitter
- "promoted tweets that don't resonate will be removed from Twitter" -Dick Costolo Twitter COO
- EASY: Just Buy Twitter followers (10,000 followers for $447.30) and Facebook fans (10,000 fans for $1167) #NOT #stupid
- A brand that no-one cares about won't be able to advertise on Twitter
- Evan Williams, CEO of Twitter answers @ loic True, but not sure why that's a problem. It will definitely work best for companies who Twitter works well for generally
- What is a company for who Twitter works well for? @cremebruleecart 10,000+ followers
- Best brands on Twitter? Zappos, Best Buy, Ford, Comcast, Kodak, RedBull... http://whitscott.com/2009/04/29/this-ad-campaign-should-blow-your-mind/
- Red Bull already uses Twitter promoted Tweets
- you do not need a website and nice looking ads anymore 1990 - 2000: your site is the center of your online presence 2010 - : Social networks are the center 2000 - 2010: Google is the center
- Invest where your brand fans are, not in websites or iPhone apps no-one uses
- Successful Brands listen to tweets 24hrs a day and answer every single tweet.
- Gather all the feedback in one central public place and create a public roadmap #yesyourcompetitioncanseeittoo
- Deliver improvements and features as fast as you can based on the feedback you are getting: work real time
- use activity streams in your company to familiarize yourself without taking risks: Status.net, Chatter, Yammer, soon Google apps with Buzz
- Create your presence in all major social networks ... and publish to all of them without pollution (no posting @replies in Facebook #suck)
- @TheGuild is a fantastic example with a huge community, fans on Facebook, Twitter, millions of views on YouTube and their own social network http://www.watchtheguild.com/
- Freakin' REPLY to as many questions as you possibly can and forget about #management #PRdept
- Dedicated team of community evangelists? #great The whole company like #bestbuy or #kodak #better
- Forget about millions of followers. 1,000 real fans is enough http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php The Internets Users Customers Real Fans
- Create more trust: use home made video, look ridiculous, do live QandA on ustream or formspring.me
- Create content which isn't like a press release
- Work in realtime
- Support best initiatives and events your fans and influencers go to #plug leweb.net is one!
- The most important: It is not a campaign . It takes years to create a community. Be patient and do it very regularly. #forgetwhatyouhavelearned
- If your brand is not very conversational #noonereallycares get creative like American Apparel gathering 1,364 butts http://whitscott.com/2010/02/17/please-tweet-and-facebook-this-photo-of-my-butt-thanks/
- How to measure success: exposure, "resonance" and engagement. Number of Real Fans #notnumberoffollowers
- Suggestion #1 read Tribes by Seth Godin
- Suggestion #2: read Trust Agents by Chris Brogan
- Suggestion #3: read Engage! by Brian Solis
- Suggestion #4: read Jeremiah Owyang's blog
- Suggestion #5: follow @zappos and read "Delivering Happiness" by Tony Hsieh
- Suggestion #6: read Rework by Jason Fried & David Hansson Founders of 37signals
- Suggestion #7: try my own company Seesmic to share and engage in all places and build your brand in it
- Stay in touch? twitter.com/loic facebook.com/loic youtube: loic.tv [email_address]
