digital futures: you're invited to a party! - andrew machin
DESCRIPTION
Why do so many brand social media accounts act so anti-socially? By comparing our social media behaviour to how we would typically act in real-world social scenarios, brands can discover how to build, engage and influence through social platforms in ways that benefit their business.TRANSCRIPT
Social Media:You’ve been invited to a party!
Party!YOU’VE BEEN INVITED TO A
SOCIAL MEDIA IS THE
GREATEST PARTY ON EARTH*
(*for brands)
YOUR BRAND HERE
How is Social Media being used?
State of Social 2012 - eConsultancy
Direct marketing can be anti-social
66% Advertorials
Is Your Social Media Behavior Annoying? By Vickie Pittard, Published November 27, 2012
57% Facebook ads 45% Sponsored Tweets
Direct marketing can be anti-social
33%“Social ads are more annoying that other online ads”
26%“More likely to pay attention to an ad posted by a friend””
17%“Feel more connected to brands on social networks”
STATE OF THE MEDIA: The Social Media Report 2012 - Nielsen
65%“Feel likely to think negatively of the brand”
No one like a party bore
STATE OF THE MEDIA: The Social Media Report 2012 - Nielsen
We’re at a party, let’s create
Meaningful Connections
BE LIKEABLE
Why is being a ‘likeable’brand important
to business?
Dr. Robert B. Cialdini, President of INFLUENCE AT WORK
Influence: The Psychology of Persuasion
Liking
“People are far more likely to say YES to those they know and like”
Just ask Aleksandr…
Quotes increased +80%Cost per acquisition -73%
806k followers
YOUR LIKEABLE
BRAND HERE
Branding 101:What is a ‘brand’?
A brand is not a logo
A brand is not a
product
A brand is not a
service
Emotional Feeling
It’s an
It’s what they say it is.
It’s not what we say it is.
The same applies to people
I’m Friendly & Approachable Guru
Our brand is the emotional response of others
“He’s Desperate &
Needy”
GSOH?
YOUR LIKEABLE BRAND
PERSONALITYHERE
6 principles of a likeable brand
personality on social networks
Become genuinely interested in other people
1
Be a good listener. Encourage others to talk about
themselves.
2
Talk in terms of the other person's interest
3
Make the other person feel important – and do it sincerely
4
If you're wrong, admit it quickly and emphatically
5
Smile
6
6 principles of a likeable brand
personality on social networks
Written in 1934
The rules of dealing with people have not changed
We’ve just not applied themto brands before
YOUR LIKEABLE BRAND
PERSONHERE
“HOW SOCKS CHANGED THE
WAY I BUY BROADBAND”
CASESTUDY
Challenges• Low interest
• Slow purchasing - between 6 and 18 months
• Low advocacy
• A measurable effect on business
The Social Journey
GOALBrand
personality outreach
Long term brand
advocacy
Become customers
The Social Journey
GOALSearch out bad choices
Turn it into a good choice
Be with them for next
purchase
WOW!AMAZE-BALLS!
COOL!AWESOME! £7
“How Thermal Socks led to a Meaningful Connection that made me change the way I buy Broadband”
“I now feel personally connected to Broadband Choices. Since my exchange I have browsed their website in great detail and have spent a lot of time looking at their social media…
“From their one action of sending me some thermal socks, their brand has probably reached around 100 people so far and most importantly in an extremely positive light”.
Search for “Thermal socks and Broadband”
1. Use the opportunity to develop your brand2. Likes: emotional connections, not logical
figurative statistics3. The opportunity is there to help mould
exactly how your brand is perceived4. Define you brand’s personality5. Talk about others, not you
Have fun!
MOST OF ALL…
#B3Seminar@Branded_3