spontaneous conversations
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Brands can't afford to ignore social networksTRANSCRIPT
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Copyright © ian fenwick. All rights reserved
The Social Media Conversa2on Ian Fenwick
Founding Partner digiAindra co ltd Advisor, Sasin Graduate Ins2tute of Business Administra2on
Presented at Asia Publishing Conven4on,
Bangkok, Thailand July 8, 2011
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open exchange without
gatekeepers frightens brands
“
The quote’s from the subheader for this session, started me wondering WHY brands are so frightened. But I guess a harangue is less scary…but much less effective. Recognize this still? From the Mac launch in 1984
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3
This is how many marketers still see their market, they even call them targets. Static non-participatory, recipients of whatever you throw at them
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Today’s Consumers
But today the market is lean forward active, not lean back coach potatoes
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Promo4on
Price Product
Place
Tradi4onal 4 P’s
the traditional 4Ps are supplemented by a new 4Ps
With the 5th P, privacy, lurking as a major issue for marketers
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people sharing content with people creating content for people
people helping each other;
and bypassing traditional
marketing…like yours
Social media: pure par4cipa4on
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traditional marketing was a monologue marketers talked,
people listened (maybe)
social network marketing is a series of conversations
people are tired of monologues, they want
dialogues
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Can’t I avoid social media?
§ people can write whatever they want – that’s how you find what they really
think – that’s how you build trust – that’s how you improve
§ it’s a “referred pain” – social media doesn’t cause complaints – your lousy service does that – it’s just where the complaint is expressed – AND where it can be dealt with
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Can’t I avoid social media?
Fear is the path to
the dark side. “Fear leads to anger.
Anger leads to hate.
Hate leads to
suffering Yoda, Star Wars
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1. “Conversation is the new attention
http://www.alistapart.com/articles/conversation-is-the-new-attention/
Christopher Fahey & Timothy Meaney
A List Apart, April 19 2011
People talking about your message, whether physically or digitally, shows you have their attention…that’s what we want: engagement
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Of course, it’s not always good
attention
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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html
This is the disgusting Dominos people video If you really want to see it look here
http://www.metacafe.com/watch/2707445/disgusting_dominos_people/
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http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html
And the reply from the CEO you can probably find here, http://www.youtube.com/watch?v=dem6eA7-A2I
many think it’s not too authentic The Australian counterpart, not too different, is here
http://www.youtube.com/watch?v=PfNM4kLczUI
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2. Authenticity is all
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Embedded over 90,000 times
It’s a different issue, but a much more authentic apology, and he gets in several plugs for the store’s address
You can see the video at http://www.viddler.com/explore/dpzramon/videos/19/
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…and sometimes it will be very
bad
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http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
This is Greenpeace’s viral video about KitKat and palm oil. You can see it here
http://www.youtube.com/watch?v=VaJjPRwExO8
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http://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share
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March 19, 2010: Damage control?
http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736
After Nestle got YouTube to ban the
video (assuring more uploads and
record views!), Greenpeace had their people ‘fan’ Nestle on FB…
where the moderator
proceeded to abuse critics, and delete
posts
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March 19, 2010: Damage control?
http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736
After a couple of days, pages of posts, the moderator went quiet…and then apologized.
Really sad thing is that
apparently Nestle were trying to remove the palm oil…but completely failed to engage the critics; to harness them; to be seen to be trying hard
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3. Engage don’t enrage
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http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
So when the palm oil was indeed dropped from KitKat, it was seen as a victory for
Greenpeace, not a responsible action from
Nestle
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http://mashable.com/2011/06/09/brands-twitter-success/
When things go wrong, and they will, you have
to say sorry. And hopefully have a policy
to show people that they will be
recompensed
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http://www.jetblue.com/about/ourcompany/promise/index.html
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4. Make social media a megaphone, for your brand advocates
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aware consider like
engaged ready to act
ACTION
loyal
advocate
Marketers have talked about the Sales Funnel for
quite a while. And started to see the
value of brand advocates
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advocate
aware
consider
like
engaged
ready to act
ACTION
Social Megaphone
Now we’re starting to realize it’s not a funnel…it’s a
megaphone to help advocates get the word out to
others…the Social Media Megaphone
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…get that social media megaphone
working
For you
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http://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded
This is a summary of the award winning campaign from
McCann Romania. A perhaps high risk strategy to create uproar in social media, and rekindle patriotism, by temporarily repackaging a patriotic product
in the US flag. You can see it at
http://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded
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Part 1
Part 2
Part 3
Part 4
conversa4on: new aPen4on
social media megaphone
engage don’t enrage
authen4city is all
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