you don't need a social media strategy (washington dc edition)
DESCRIPTION
WASHINGTON, DC, USA - June 17, 2010 - Presentation for Jeff Pulver's 140 Characters Conference (#140conf). Audiences: marketers, advertisers, strategists.TRANSCRIPT
YOU DON’T NEED A SOCIAL MEDIA STRATEGY
ABOUT
THIS
PRESO
THIS DECK WAS PRESENTED AT THE
140 CHARACTERS CONFERENCE IN
WASHINGTON DC ON 6/17/10. IT WAS
WRITTEN FOR A TEN-MINUTE
“LIGHTNING TALK” FORMAT.
IT WAS CREATED IN RESPONSE TO
MYRIAD PUNDITS CONTINUING TO
GUSH OVER SOCIAL MEDIA AS A
SUPER-SPECIAL SPECIALTY AREA.
SOCIAL MEDIA MARKETING IS FAR
PAST THE EXPERIMENTATION AND
“SHINY NEW OBJECT” PHASES. TIME
TO STOP GUSHING, START THINKING
ABOUT INTEGRATION, AND START
SHOWING RESULTS.
2
IM IN YER COUNTREE, STEELIN UR HELTHCAREZ
3
I’m an American, but work in Vancouver, so here’s a shout-out to all the Canadians in the audience at #140conf!
4
I’m an ad guy, a marketer, a suit — but also a mega-nerd, one of the first bloggers (see above) and podcasters. I’ve seen the web move
from experimental to commercial to search to social.
i.e., I’m not predisposed to either social or traditional media. I’m fortunate that I’ve been able to explore marketing innovations to see
which trends and tools have legs — or don’t — for my clients.
IT’S BEEN A
FUN FIVE
YEARS,
HASN’T IT?
2004-2009 WAS A RIOT, AN
EXPERIMENT, A FUN CULTURAL
EXPERIENCE.
WE MARVELLED AS OUR TWEETS
SCROLLED BY AT SXSW.
WE SIGNED UP FOR JAIKU, POWNCE
AND TWITTER.
USTREAM, KYTE AND JUSTIN.TV.
SNAPVINE, TROTTR AND UTTERLI.
IN SHORT, WE TRIED EVERYTHING.
5
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In the early days of the social web, we joined Flickr meetups…
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We attended Ignite, TechLive, Facebook Developer Garages. Wrote blog posts in podcasting lounges at social media conferences.
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We marvelled at (and endlessly played) the “Did You Know” video.
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And we watched as Justine talked about her iPhone bill from AT&T.
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WE WATCHED OPRAH, ASHTON,
LARRY KING AND CNN POUNCE ON
TWITTER.
WE STOPPED RANTING THAT IT
WAS “ABOUT A DIALOGUE” AND
STARTED TALKING ABOUT CO-
CREATION, CROWDSOURCING AND
UNPAID ARMIES.
AND THEN PEOPLE STARTED
TALKING ABOUT THE NEED FOR A
SOCIAL MEDIA
STRATEGY.
WE DON’T NEED NO STEENKING SOCIAL MEDIA STRATEGY.
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THAT’S LIKE A
CELL PHONE STRATEGY.
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A FREEWAY STRATEGY.
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BECAUSE SOCIAL AIN’T NO BOLT-ON PUBLISHING PLATFORM.
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AND IF YOU’RE IN MKTG/PR,
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SOCIAL SHOULD BE WOVEN INTO EVERYTHING. EVERYTHING.
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OUR GOALS:
INTERACT.
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SHARE. GET OFF YOUR ASS.
My job is to think past mere communication.
To get my clients’
customers to interact with our
content. To share it with
their friends. To get them off
their asses and get them to DO something. Join a loyalty club. Show up at a
company event. Choose us at
retail.
IN OTHER WORDS:
ENGAGEMENT.
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INFLUENCE. ACTIVATION. Rather than a “social media strategy,” we need an Engagement Strategy.
An Influence Strategy. An Activation Strategy. Focused around our clients’ end business goals, not media specialties! Srsly.
CREATIVE CHALLENGE
REIMAGINING OUR APPROACH
ACTIVATE INFLUENCE ENGAGE PUBLISH LISTEN STUDY/
PLAN
Too many companies approach social from a Publishing mindset. We recommend rethinking marketing using a MIX of traditional and social, in the
context of Engagement, Influence & Activation. An activated customer spends more, shares more and cares more. It’s a harder creative challenge but a better
one.
REVENUE POTENTIAL
36,053 PEOPLE WHO COMMITTED TO LEAVING
FACEBOOK ON “QUIT FACEBOOK DAY” (MAY 31)
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NEW USERS WHO JOINED THAT DAY ANYWAY
794,000 (GIVE OR TAKE A FEW THOUSAND)
HUMOROUS ASIDE: On May 31, 2010, 36,000 people were activated to quit Facebook. Ironically, that same day, another 794,000 were activated to
join Facebook anyway.
DDB IS
FOCUSING
ON A
BLENDED
APPROACH 21
We’ve seen incredible success for our clients using
a blend of traditional and social media.
EXAMPLE: DDB Canada was asked to build a traditional media
campaign for Knorr’s Sidekicks®
low-sodium
packaged meal product. We
created a character, Salty,
who was no longer needed at the dinner table.
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Once we had started the conversation through traditional media, we then brought Salty to life through social.
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Our Radar DDB Cultivation Team engaged with consumers in character, on Twitter, Facebook, YouTube and elsewhere. Visitors were encouraged (and activated) to participate with Salty through activities like photo contests.
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Through the social sites, Salty could come to life and engage with consumers, who would use their influence to forward, fan and like
him.
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Even teenagers surfing ChatRoulette were stunned to find they were chatting
with salt and pepper shakers, instead of some random shirtless dude.
Surprise!
We got traditional press as well as lots of blogger pickup, and our cultivation team engaged with these bloggers to stretch our reach and
influence further. Let’s take a look at another traditional commercial that followed after the initial Salty creative.
We encouraged user-generated content. Consumers started uploading videos of their kids interacting with the salt and pepper shakers, some getting
thousands of views.
People enthusiastically submitted photos in our photo contests. And then shared those photos with friends.
They even put together photo shoots featuring their culinary dishes, along with Salty and Pep.
And pasta art submissions prove that activation CAN defeat time starvation! So how did the campaign do?
WE MOVED
THE NEEDLE.
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6,000 FACEBOOK FANS
400,000+ VIDEO VIEWS
1,000 TWITTER FOLLOWERS
18,000 SALTY & PEP SHAKERS
SOLD OUT IN FIRST 25 DAYS
HIGHEST WEBSITE TRAFFIC EVER
SIDEKICKS SALES ROSE BY 10%
SIDEKICKS SURPASSED UNCLE
BEN’S AS #1 BRAND IN MEAL
ACCOMPANIMENTS
AW
AR
EN
ES
S
NE
ED
D
ET
ER
MI
NA
TI
ON
EV
AL
UA
TI
ON
/C
OM
PA
RI
SO
N
PU
RC
HA
SE
LO
YA
LT
Y
DOT-COM SITE
Integrated Traditional/Social Marketing Mix
S T O R Y T E L L I N G
FACEBOOK FAN PAGE
SEO RECIPES
COMPANY BLOG (IP)
BRANDED SITE
EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
TRADITIONAL MEDIA/PR
HELPFUL RESOURCES COMMENTS
RETAIL
ONLINE SAMPLING
TOPICAL COMMUNITIES: IP, HELPFUL TIPS
OUTDOOR
PRODUCT LAUNCH MICROSITE
ONLINE
EVENTS
E-COMMERCE PARTNER
EXTERNAL BLOGS: IP, TIPS
YOUTUBE CHANNEL: STORYTELLING, IP
PR
SAMPLING PGMS
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Blended, integrated efforts WORK. It takes a lot more effort, cost and brand interactions to move consumers through the funnel these days. So why not
grease the skids using a mix of traditional and social content?
SUMMARY
POINTS
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PROPONENTS: WE
NEED TO TALK
MORE ABOUT
END BUSINESS
GOALS THAN
SOCIAL MEDIA 34
COMMUNICATORS:
PLAN YOUR
TRADITIONAL AND
SOCIAL TOGETHER
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Too many marketers are looking at social as an add-on. They hire social media enthusiasts with no traditional experience to handle their social efforts, resulting in marginal market response. Your traditional
and social media efforts should be planned together. By
experienced strategists. Using impactful creative work.
SO USE
TRADITIONAL TO
START AND/OR
SUPERCHARGE A
SOCIAL
CONVERSATION 36
AND USE SOCIAL TO
REVERBERATE AND
AMPLIFY MARKET
IMPACT WHEN THE
CAMPAIGN IS NO
LONGER RUNNING. 37
BECAUSE STRONG
CREATIVE,
INTEGRATED
ACROSS BOTH
TRADITIONAL AND
SOCIAL MEDIA, WILL
MOVE THE NEEDLE. 38
AND THAT, MY FRIENDS, IS A
GOOD STRATEGY.
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MUCHAS GRACIAS.
ERIC WEAVER DDB CANADA @WEAVE +1 604 640 4350