…or how to have structured conversations with

customers and live to tell the tale

Marketing to theSocial Web

Marketing to the Social Web

Conversations are the key

• They’re about talking

• They’re also about listening

• The technology is a red herring

Marketing to the Social Web

How do you have these conversations?

• Through social media• Blogs

• Social Networks

• Microblogging

• This works because social media are conversations

Marketing to the Social Web

Case study

1

• Used Facebook, Twitter, Blogs and YouTube

• 4000 Facebook members (a third of guests)

• 50+ dedicated blog posts

• Constant buzz on Twitter (hundreds of tweets)

• All = Sold out event

Marketing to the Social Web

Why isn’t everyone doing this?

• It’s risky

• It’s a full time job

• Too few large companies take the net seriously

• Too few people can see past the poking

• Ignorance and fear

Marketing to the Social Web

Can’t I just ignore it?

• The conversations are out there already

• People are starting to expect it

• Be the first – and reap the rewards

• It’s the ultimate form of research

Marketing to the Social Web

Case study

2

• One disgruntled customer

• Set up a blog

• Flooded with other horror stories

• Still no official response from SAA

• Immeasurable brand damage

Marketing to the Social Web

Case study

3

Marketing to the Social Web

BLOGS: the basics

• The evolving story of your brand

• Pick a good engine (Wordpress)

• Make the domain obvious

• TALKING:

• Posts

• Replies (comments and posts)

• LISTENING

• Reading

• Comments on other blogs

• Linking to other blogs

Marketing to the Social Web

BLOGS: DO’s

• Choose an angle / flavour / personality

• Read, read, read

• Comment everywhere

• Link to other blogs

• Post about posts

Marketing to the Social Web

BLOGS: Don’ts

• Just put up press releases

• Close or delete comments

• Delete posts

• Ignore comments

• Neglect it

Marketing to the Social Web

SOCIAL NETWORKS: The basics

• The most personal form of conversation

• Choose the right network for the job

• Start and join all the mechanisms

• Use events engines wherever possible

• TALKING:

• Your own groups and pages

• Invitations and updates

• LISTENING:

• Other people’s groups / pages / profiles

• Forums

• Messages

Marketing to the Social Web

SOCIAL NETWORKS: DOs

• Use a real person

• Find existing conversations and join them

• Start new conversations

• Talk directly to people

• Seek out brand ambassadors

Marketing to the Social Web

SOCIAL NETWORKS: Don’ts

• Ignore brand nemeses

• Try too hard

• Be lazy

• Seek to control

Marketing to the Social Web

MICRO-BLOGGING: The basics

• A way to broadcast thoughts (and feelings) to likeminded thinkers (and feelers)

• A way to hear – unfiltered – what people think• Use a real person but be honest• Follow followers!• TALKING:

• Posts (Tweets)• Post links• Direct messages

• LISTENING:• @replies• Follow people• Follow links• Reposting (Retweets)

Marketing to the Social Web

MICRO-BLOGGING: Dos

• Find and follow influencers and stake holders

• Join conversations with meaningful replies

• Attract followers

• Have a personality

• Participate hourly

• Have a little fun

Marketing to the Social Web

MICRO-BLOGGING: Don’ts

• Treat it like another channel to promote your blog

• Ignore negative or difficult conversations

• Argue – rather discuss

• Neglect it

• See it as “office hours only”

Marketing to the Social Web

Get into a rythmn

• BLOG weekly

• SOCIAL NETWORK daily

• TWEET hourly

• They are all part of the same ecosystem

Marketing to the Social Web

Tie it all together!

• The web is about connectedness

• Put your twitter feed on your blog

• Tweet your blog posts / events

• Post about posts!

• Retweet

• Tell the story

Marketing to the Social Web

Be Zen

• There will be bad days

• Denial is brand death

• Anger is short – respect is long

• You can’t win ‘em all

• Listen, listen, listen