Getting Right With Your Community

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    10-May-2015

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A presentation given at SZABIST in Karachi, Pakistan discussing the social media revolution and its effect on marketing today.

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  • 1.GettingRightWithYourCommunity KhalidMuhammad GroupManagingDirector

2. WhoAmI? 3. KhalidMuhammad EducationalBackground CentralMichiganUniversityBBA&BSc UniversityofMichiganMastersinEngineering KelloggSchoolofGraduateManagementMBAMarketing ProfessionalBackground 19yearsexperienceinMarketing,Technology,BusinessProcessManagementwithcompanies theemaginegroup Last7yearsasGroupManagingDirector Foundedthecompanyin2003toprovideprofessionalbusinessservicestoclientsaroundtheworld 4. TheSocialMediaEffect 5. SoWhyTheConfusion? Brandstodayunderstandthattherehasbeenadramatic shiftinhowmarketingisdonebutareunclearonhowto Respondtoit Becomepartofit Budgetforit Measureit Adjustforit 6. WhyDoBrandsFailInSocialMedia? Individualswithintheorganizationworkindependentlyofothersaswhatwecallsilos Organizationsfailtodoanyresearchorplanningtounderstandwhatsocialmediaisandhowitoperates Toomanyorganizationsbelievethatsocialmediaisaboutjustlisteningtowhatotherssay,ratherthanbeingpartofthediscussion Theyfailtodeviseamessageforthemediamakingtheirsocialmediaexperienceseemlikeanoneoffexperiment Theydonttakethetimetobuildthestrategytosucceedassuringthattheywillfail 7. SoLetsUnderstandWhatWeAreTalkingAbout 8. WhatIsSocialMedia? SocialMediaisnothingliketraditionaladvertisingordirectmarketing Traditionaladvertisingisaonewayprocessthatgetsthemessage tothepotentialcustomer SocialMediaisaboutrelationships Engagingwithcustomersandcriticsthatcreatesasignificant changeinthewaythatpeoplethink,actandmeasuresuccesswitha brand Presentsaplatformfordiversevoices,backgroundsandopinionsto gatherinonelocationtodiscussyourbrandfromeveryangle Professionalismandobjectivityhavebeenreplacedbyconnectivityanddynamismofanauthentic,noncorporatevoice 9. WhatisSocialMedia? CrowdsourcingorPeoplePoweringiswhatsocialmediaisabout SocialMedialetsbrandsinteractwithcustomersinamorepersonalwaytobuildbetterrelationshipsandmoreloyaltyfortheirbrandsandproducts 10. WhatIsAnIdealSocialOrganization? Itiscollaboration Hasasimplesocialmedia Hasanopen,honestandpolicythatprotectsthetransparentcultureorganizationandempowers Thriveswithteamworkanditspeopleconstantcommunication BlendstraditionalCustomer LooksbeyondinternalRelationshipManagementorganizationandbusinesstoolswithexternalsocialtitles technologiestomakefora Equipsandencouragesmorerelevantconsumeremployeestoengagewiththe brandexperiencecustomeroutsideoftraditional ThinksbeyondTwitterandmarketingandcustomer Facebookservicechannels Itishungryfornewtechnology Invitescompetitorstoitsthatmakescommunication owncompetitorswitheachotherandcustomers Hasnoegosormoreefficient organizationalsilos 11. HowDoYouDoItCorrectly? 12. GettingTheProcessRight PlanYourStrategy ChooseTheRightChannels KnowYourCustomer ScheduleASocialTime ProvideValue ManageExpectations 13. DeviseTheStrategy Outlinegoals&stepstomeetobjectives Integrateintoexistingmarketingactivities Delegate,Decide,Choose,Review Keepitsimple Definewhatgetsshared,when&how Doasocialmediaaudittodeterminewhoinyourcompanyisusingsocialmedias Developaprocesstogettheinformationthroughtoyourcustomers Haveameasurementstrategy Cantimproveifyoucantmeasure Useittointroduce/reinforcemessageswhilepushingcustomerstoanotherprofileorwebsite 14. DeviseTheStrategy MultimediaUsage PhotosApictureisworthathousandwords VideoBestforhowtoandcomplexexplanations Integrateyourofflineandonlineactivities Usesocialmediatoextendyourofflinemarketingactivities Adaptyourmessage FAIL>Samemessage,multipleplatforms SUCCESS>Multiplemessages,multipleplatforms LocalizedSocialNetworks Contests&Discounts Generatesharing&viralactivity Givesomethingbacktoyourcommunity 15. ChooseTheRightChannelsCustomer SocialNetwork BrandExposure TrafficCommunicationsUse a keyword search &Offers uniquePotential is large, buthashtags to monitor whatopportunities for websitepromotions is an art formis being said about yourintegration and to engage promote too much andbrand with your customers in a lose followers, promoteviral waytoo little and see no resultsGreat for engaging people Facebook brand pages are Traffic is decent and onthat love your brand, wantgreat for brand exposure.the rise thanks to shareto share comments and Jump start your brandbuttons, but dont expectparticipate in contests & exposure through massive unique visitors togiveaways Facebook ads.go to your siteWhether you seek to One of the most powerful Traffic goes to the videos.entertain, inform, or both, branding tools on the webDont expect a lot ofvideo is a powerful when you build your owntraffic to your site unlesschannel to quickly engage channel, promote via highyou add hyperlinks in theyour customerstraffic websites and brand description or allowingyour videosothers to embed your videos on their pagesEditor-driven and Non commercial sites are Get in the moderatorsmoderated this should heavily favored by editors good graces and you cannot be a primary focusso business sites should achieve massive numbersnot waste their time here just dont count on it happening 16. KnowYourCustomer Understandwhoyourcustomeris Joincustomerswheretheyareratherthanhopingtheyfindyou Formrelationshipsbasedonsocialgluethatbuildonlinerelationships Buildsocialgraphicstounderstandhowyourcustomersareusingsocialtechnologies Dontbeafraidtoownuptocustomerswhenyourbrandsmakeamistakeorrespondingtocriticisms 17. WhoIsTheSocialCustomer? Consumeinformationinadifferentway&learnsaboutbreakingnewsthroughTwitter&Facebooktrustingwhattheirnetworkshavegleanedasimportant Learnsaboutnewproducts&brandsthroughsocialchannels&truststheirnetworktoprovidehonestfeedbackaboutit Issavvyanddoesntrespondtospamoroverlypromotionaltweets,butisopentorelevantinformationthatmeetstheirneedsataparticularmoment Expectsbrandstobepresent&activeinthesamesocialvenueswheretheyhangout,listeningtofeedback,whetherpositiveornegative 18. WhoIsTheSocialCustomer? Expectsthebrandtolisten&engage,notonlywhenitscoincideswithanemailblastornewfeaturerelease,butwhentheyneedyou Sincetheycantalktoyourbrandthroughmultiplechannelsatthesametime,theyexpecteveryonetheyspeaktofromyourbrandtohavethesamebackgroundontheissue Ownstherelationshipandyou,asabrand,needtoearntheirtrustandrespect 19. ScheduleASocialTime Knowwhenyourcustomersareonlinetobetterinteract withthem Monitorconversations,joindiscussions&sendoutnewmessages Responddirectlytomessages,questions&comments Askforopinionsfromyourcommunitytomakethemfeelmorevaluable Createavoice&stylesheetsothateveryonethatinteractsfromyourbrandplatformspeaksthesamelanguage Beareliablefriendbybeingactive&participateinallconversationsrelatedtoyourbrandorexpertise 20. ProvideValue Theremustbeavaluetotheinteractionsforthecommunity Ifyoujustbroadcastmessagesaboutyourproductandstrengths,youarestilloperatinginaonewaymode Establishyourvoicebybecominganexpertthroughadvice&information Tapintoemotionalequitypeoplelovebrands,letthemtalkaboutthem Offerspecialrewards&dealstoyouronlinecommunity Startaprogramforyourmostvocaladvocatesandbestsocial customers Provideareasonforthecommunitytostayandgetinvolvedinthediscussions 21. ManageExpectations Makesurethatyourorganizationunderstandstherearenoovernightsuccesses Tobecomeaviralbrandrequiresagreatidea,makesurethatyou haveenoughideastorejectsothatyougetthegreatone Attemptstofindsuperficialsocialsuccessleadsbrandstocreatea presencethatdoesntfitbrandpersonalityorinappropriate campaignsinthehopethattheygoviral Dontbegreedy Justbecauseyouhavethousandsoffollowersorfriends,doesnt meanthattheyallhavesomethingvaluabletosay Measure.Review.Revise. Gettingsocialmediarightrequiresregularreviewtogaugewhat worksandwhatdoesnt Onceyouknowwhatworks,reviseyoursocialmediastrategyto achieveresultslongterm 22. Questions?