BE SEEN, BE FOUND: How social content and conversation can

build trust and drive revenue

ERIC WEAVER VP Digital Strategy • Ant’s Eye View

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.

USE THESE HASHTAGS IN ANY ONLINE CONTENT:

#SMSINDIA #FEEDACHILD

SO WHY ARE WE HERE

TODAY?

http://www.flickr.com/ photos/ashwinkumar/

We need to build awareness.

We need to convert the curious.

We need to increase revenue.

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.

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.

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“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? ?

? AM I DOING THIS RIGHT?

CAN WE GET MORE FANS?

MORE DIALOGUE?

HOW DO I GET MORE ATTENTION?!?

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

MODERN MARKETING WAS BORN IN THE MID 20TH CENTURY

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?

MAXWELL HOUSE COFFEE: GOOD TO THE ________ ________

YEH DIL MAANGE _____

MONOLITHIC MESSAGES WORKED WHEN WE HAD:

•  Limited product choice

•  Limited media channels

•  Longer brand interactions

•  Higher barriers to entry

BUT NOW…

WHY TRADITIONAL APPROACHES ARE FALTERING

CON

SUM

ER A

BILI

TY T

O PU

BLIS

H

ORIGINAL  VERSION:  AGENT  WILDFIRE  

CHANGING PRIORITIES: “HOW IMPORTANT ARE THESE FACTORS TO CORPORATE REPUTATION?”

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Quality products & services

Attentive to customer needs

Strong financial performance

Fair pricing

A well-known brand

Good employee relations

Socially responsible

Visible CEO

Dialogue with stakeholders

Employee/CEO blogs

53%!

47%!

42%!

38%!

37%!

35%!

33%!

23%!

23%!12%!

Transparent & honest practices

Company I can trust

High-quality products/services

Communicates frequently

Treats employees well

Good corporate citizen

Prices fairly

Innovator

Top leadership

Financial returns

83%!

83%!

79%!

75%!

72%!

64%!

58%!

48%!

47%!

45%!

US 2006   US 2010  

EDELMAN  TRUST  BAROMETER,  2010  

SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST — AND LEVERAGE THE PRE-EXISTING TRUST BETWEEN PEERS.

FLICKR.COM/PHOTOS/POWERBOOKTRANCE  

SO IS SOCIAL A FAD, OR IS IT A

PROFOUND GLOBAL CULTURAL SHIFT

NUMBER OF PEOPLE JOINING LINKEDIN DAILY

83,000+

618, 500, 000

ACTIVE USERS ON FACEBOOK

SOURCE: SOCIALBAKERS & FACEBOOK, 1 FEB 2011

5,800,000+ PEOPLE JOIN FACEBOOK EVERY WEEK

2009 POPULATION OF BENGALARU

5,438,000

SOURCE: FACEBOOK

55 NUMBER OF MINUTES THE AVERAGE USER SPENDS EACH DAY ON FACEBOOK

SOURCE: FACEBOOK

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

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

0.19%

6.49%

CLICKTHROUGH RATE FOR AVERAGE BANNER AD

CLICKTHROUGH FOR AVG FACEBOOK WALL POST VITRUE, AUGUST 2009

FORRESTER, 2008

38x

MANY, INCLUDING YOUR BOSS, CAN STILL BE SKEPTICAL

29  PHOTO:  FLICKR.COM/PHOTOS/YUGENRO  

PHOTO:  FLICKR.COM/PHOTOS/KATINALYNN  

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

SO HOW CAN I REACH MORE PEOPLE?

BOOMERS’ PERSPECTIVE: “BE SEEN, BE HEARD”

MILLENNIALS’ PERSPECTIVE: “BE SEEN, BE FOUND”

1. CONTENT THAT BUILDS TRUST

•  Proof points

•  Testimonials

•  Inside looks

•  Employee perspective

•  Management relations pieces

•  External voices, expert interviews (video or text)

•  Yelp, visitor rankings, featured quotes

•  Webcams, blog posts, factory tours

•  Employee vignettes on YouTube

•  CEO podcast, product manager blog, day-in-the-life

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

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”

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.

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IDEAS ON WHERE TO START

SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTER

LONG-FORM CONTENT (INTELLECTUAL CAPITAL = “SEARCH FODDER”) VIA BLOGS

COMMUNITY BUILDING, ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK

IDEAS ON WHERE TO START

PODCASTS THROUGH BLOGTALKRADIO.COM

WHITE PAPERS AND THOUGHT LEADERSHIP ON SCRIBD, KNOL.GOOGLE.COM, SCRIBD AND SLIDESHARE.NET

CREATE VIDEO SLIDESHOWS ON ANIMOTO.COM

ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A

BLOGTALKRADIO

GOOGLE KNOL

SCRIBD

SLIDESHARE

ANIMOTO

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.

MORE TOMORROW ON SOCIAL MEDIA STRATEGIES

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