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Masterclass MIRBIS, 18 April 2011©Rui Martins (Copy right protected)
New Communication Strategies Reputation and Credibility Creation in this Inter-connected World 2.0
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A Fad or a Revolution?
The eTraditional Way of Engaging
So, What’s Changed?
Integrated CommunicationsConnected, Communicating, Community-oriented
1 Achieving Results!
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7.818 People(Youth, Adults,
Seniors)2007-2009
2007: 1.113
2008: 2.041
2009: 4.664 Community Development: 3.081
Prevention & Education: 2.671
Training & Empower: 1.541
Social inclusion: 288
Treatement: 237
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6 RegionalEACDLisbon
Debates2008-2010
Relevant &Up-to-dateDiscussion
Topics
34 NewMemberships
Portugal
+200 Top Communication
Professionals
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2 Forum CommunicationOn Top Davos
2010-2011
Building-upHigh profile
EventWorldwide
200 Top CommSpeakers &Attendants
+20 CountriesFrom
5 Continents
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10 Master Students
(Health MngAdministration)
1 new Thesis onSocial Marketing
defended withVery Good
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http://www.youtube.com/watch?v=ajAieyJbhtQ&feature=related
http://www.youtube.com/watch?v=omSKo1OW6CU&feature=related
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The Winners & Losers of Social Networking [INFOGRAPHIC]http://mashable.com/2011/04/12/social-networks-infographic/
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Driver 1: Generation NetInternet is:• Global• Open• Transparent• Interactive• Real-time
•And is leveraging new VALUES, BEHAVIOURS and EXPECTATIONS
Driver 2: Velocity of Change
Driver 3: Global Phenomena
Fonte Throwing Sheep in the Boardroom, Soumitra Dutta, 2009 www.throwingsheep.com
Understanding and Winning with Social Networking
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Social Media & Networking Framework
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Organizations / Corporations/ Governments• Top-down, comand-and-control, vertical hierarchies• Compartimented• Corporate Man: corporateidentity, inhibition
Social Networks• Horizontal social architecture• Open, collaborative, participative, bottom-up• Personal identity: desinhibition
A new Architecture of Collaboration
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RevolucionaryPower Threatening
CHALLENGES: Social Interaction, Organizational Behaviour, Corporate Management and Democratic
Governance
Social Media is less about... ... And more about…
Unidirectional communication Bidirectional communication
Control Influence
Hierarchy Searchable
News report Community
Shifting Authenticity
Social Media what is it about?
Democracy Web 2.0 → Knowledge + Specialization + Performance =New forms of Social Capital: Horizontal Collaboration &
Cooperation in solving problems
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Associations of friendships and alliances
around Products, Services,
Ideas, Causesand Brands
HumanInteraction
Ecossystem that shapesattitudes and behaviours
It’s driven by People
in Communitiesin which they communicate
and congregate
It’s Create, Share andDiscover
New Content
It’s create vibrant, enriched
Cultures and useTools to be connected
Connecting
Communicating
Participating
deVirtualizing vs Meeting Personally
DevelopingRelationships
Networking
LeveragingOpportunities
Engaging
Adding Value
Social Media is Social Science not Technology
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SN: activities, practices and behaviours between communities of people that get together online to share information, knowledge and
opinions using conversational media
SM: online applications that allow to easily create and transmit content as words, images, videos or podcasts
Social Media Management = engagement that allowsBrands to engage with Clients, Prospects, Employees and
other key Stakeholders facilitating:
Communication Collaboration Education Entretainment
Social Media vs Social Networking
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Social networking: Facebook, Linkedin, Plaxo, Orkut, Ning, MySpace, BeboPublish: Blogger.com, Joomla, Slideshare, Wikipedia, Wordpress, TypePadPhoto sharing: Flickr, Picasa, SmugMug, Zooomr, TwitxrAudio: iTunes, Podcast.net, RhapsodyVideo: YouTube, Google Video, Metacafe, ViddlerMicroblogging: Twitter, TwitxrLivecasting: BlogTalkRadio, Live 365, Justin.Tv, Shoutcast, TalkShoeVirtual worlds: Active Worlds, Kaneva, Second Life, There, ViOSGaming: Entropia Universe, EverQuest, Halo3, World of WarcraftProductivity Applications: AOL, Constant Contact, Google Alerts, Google Docs, Google Gmail, Survey Monkey, Yahoo!, ZoomerangAggregators: Digg, FriendFeed, Google Reader, iGoogle, My Yahho!, YelpRSS: Atom, FeedBurner, Pingshot, RSS 2.0Search: Google Search, MetaTube, Technorati, Yahoo! SearchMobile: AOL Mobile, CallWave, Jott, Jumbuck, SMS.acInterpersonal: Acrobat Connect, AOL Instant Messenger, iChat, Meebo, Skype
Choose themost
appropriateaccordingto Goals
15 Categories of Social Media
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Tool Internal Value External Value
Tool Internal Value External Value
Facebook 4 3 2 1 0 4 3 2 1 0
Linkedin 4 3 2 1 0 4 3 2 1 0
MySpace 4 3 2 1 0 4 3 2 1 0
Plaxo 4 3 2 1 0 4 3 2 1 0
Ning 4 3 2 1 0 4 3 2 1 0
Google Docs 4 3 2 1 0 4 3 2 1 0
Survey Monkey 4 3 2 1 0 4 3 2 1 0
Outras… 4 3 2 1 0 4 3 2 1 0
• What are the Tools?
• How can they be used?
• What API’s work with?
• Who is using them?
• Should we use them?
4. Extrem. Valiable | 3. High Val.| 2. Valuable| 1. Litle Val.| 0. No Value
Social Networks Scorecard Tool
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• What are the Tools?
• How can they be used?
• What API’s work with?
• Who is using them?
• Should we use them?
4. Extrem. Valiable | 3. High Val.| 2. Valuable| 1. Litle Val.| 0. No Value
Category Application or Tool
Social networking a)______________________4 3 2 1 0
b)______________________4 3 2 1 0
…
Publish a)______________________4 3 2 1 0
…
Microblogging a)______________________4 3 2 1 0
…
Social networking a)______________________4 3 2 1 0
…
Social Networks Scorecard Tool
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The Groundswell LadderWinning in a world tranformed by social technologies
Social trend in which People use Technology to achieve what they need from each other, insstead of traditional
entities as Organizations
The Social Technographics Profile
Inactives
Spectatores
Adherents
Colectors
Crítics
Creators6
5
4
3
2
1• None activity
• Read blogs,see videos from others, listen to podcasts, read online foruns, read reviews/ratings clients
• Keep profile on social networ, visit social networks
• Use RSS feeds, Add Tags to pages or photos, Vote online
• Post ratings on products/services, coment blogs, contribute to foruns, Edit wikis
• Publish a blog or website, upload video, upload created audio/music, write articles or storytelling and publish
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1. COMMUNICATION
2. COLLABORATION
3. EDUCATION
4. ENTERTAINMENT
• How is perceived your communication• How do you measure the effectiveness of your strategy?• What are the drivers/triggers of your strategy that lead to a greater action, feedback, behaviour?
• Why fail or are well succeed Organizations in collaboration?• Does it relies on corporate culture or entrepreneurial habilities? • What are the tools to collaborate that make a difference?
• How often do you need to educate your audiences?• Do you seek opportunities to do it?• How to use social media and networks to increase engagement?
• What attributes to appeal to your audience??• What aspects to take into account eg humour?
4 Pilars of Social Media Strategy
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1. Understand how the 4 pilars aplly to your Brand and to create well succeded online communities
2. Define behaviour to change within the content context3. Generate ideas to create a well succeded online community4. Turn your content appealing5. Diferentiate content according to different communities:
1. Urban communities2. Affinity communities3. Intra-corporate communities4. Vertical communities5. Horizontal communities
6. Apply the best marketing management strategy to the online community
4 Pilars of Social Media Strategy
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The revolution of media becoming social6 elements of a successful social media campaign
1. LISTEN
Online tools totrack conversations
about you
2. PEOPLE
Understand yourAudienceintimately
3. OBJECTIVES
Clear objectivesfor a successful
campaign 4. CONTENTBring value to conversations5.
TECHNOL.Define the most
appropriateplatforms
6. ENGAGEM.
Plan to pushthe big red
buttonReview & Plan regularly
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The ACCESS Model
A - AUDIENCEC - CONCEPTC – COMPETITIONE - EXECUTIONS - SOCIAL MEDIAS - SALES VIABILITY
Incorporate the ACCESS Modelin your strategic planningCreate archetypes for your audienceDevelop and validate concept behind contentEvaluate competitionValidate concept executionTurn social media part of your success formulaEvaluate the viability of your concept “purchase”
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The ACCESS Model
Audience vs Market, Niche, SegmentUse content + interactive relationship opportunityFoster reaction and feedback
Shown behaviours: action that can be verified and measured eg frequency of site visit, downloads, rates and forwards to friends (Google Analytics)Auto-reported behaviours: use of surveys or Virtual Focus Groups Virtuais to aggregate, categorize and evaluateAtitudes, values and beliefs: subjective perception of product / service function based upon its atribbutes (eg psicograpgic profile)
A - AUDIENCE
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The ACCESS ModelNeeds and preferences: required to predict patternDemographics: identification of groups from which deduction data about needsSocial organizations: members that share common goals or interests, which caterogies is useful for networkingInfluencers and Promotors: individuals with high viral potential over othersArchetypes of audience or people: creation that allows to visualize and interact with similars
A - AUDIENCE
Audience vs Market, Niche, SegmentUse content + interactive relationship opportunityFoster reaction and feedback
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The ACCESS Model
Enhances the value proposition for a specific audienceBenefit of characteristics or service attributes
Think about the community to be involved with: the key resides on the potential community’s needsTranslate concept into concept mission: max 100 words = statement of vision to be shared in less than 2 minutesPrepare and test concept: show details to “revisers”
C - CONCEPT
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The ACCESS Model
Only few concepts are uniqueNone competition might mean none audience
Understand competition: to determine competitive advantagesListen to competition: eg Client MisteryStrategy: ● Create a lits of WHO they are and
WHAT they OFFER● Catalogue offers and similars,
characteristics and attributes● Determine applications and tools
used● Evaluate content quality● Determine how active are their
community members eg content-generated-media CGM
C - COMPETITION
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The ACCESS Model
Some appealing concepts fail in produce a success storyReason: execution failed in bringing promisse to lifeDemonstrates the final promisse to audience
Experiment sample concept in market: then refine itSearch and analyse: only launch when ready allowing no mistakes even if not a first moverSincerity: includes video, audio, photos and other apps:● Demonstrate promise● Enhance competitive
advantages
E - EXECUTION
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The ACCESS Model
Opportunity analysis at least 100 people to report feedback (ideally 300-400, super 10.000)Engagement based upon 4 pilars
What to show and request from those involved:● 100 mission words● 4-5 content sample that enhance
concept execution● Auto-reported questions behaviour● Questions of attitude, values and
beliefs● Preference questions● Demographic questions
Find the right mix of social media:that better works for the concept or to attract new memebrs to experience concept
S – SOCIAL MEDIA
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The ACCESS Model
In the end of day if you do not sell, regardless appeal of concept / strategy, your concept is not for this world
What do you want to sell to your community?What business model are social media incorporating?● Product, services and information:
traditional, online and offline● Advertising and sponsorship: idem● Transactions: return generated by fee● Subscriptions: if content perceived as
high valueable● Freemium: combination of free with
premium, something offered eg upgrades of premium version
● SaaS: “Sofwtare as Service” eg Survey Monkey
S – SALES VIABILITY
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Social Networking Marketing is the Digital Marketing formthat seeks to achieve marketing or brand communication goals
by participating through:
Social Networks (MySpace, Facebook, LinkedIn)
Social bookmarking (Digg)
Review/ ratings sites (ePinions, BizRate)
Social media multimedia (Flickr, YouTube)
Foruns, Blogs and NewsAgregators
Each Media can be optimized to generateawareness and traffic
Allows to connect with a specificcommunity on a personalized level
Social Networking Marketing
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Drives social change based on values
Openess and honesty creates
credibility for value declarations
Needs and relationships’ satisfaction based on interaction quality increase trust from authentic marketing experiences
• Strenghts relationship• Create long lasting bonds• Fulfill interactions provided with meaning
• Internet turned Transparency not only Desireable but mostly Inevitable
Social Networking Marketing
Relationship based upon Loyalty and Trust (Integrity, Authenticity and Transparency)
are vital
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Suport traditional marketing with social networking tacticsto generate traffic-engagement
Suport marketing with transparent communication
Suport Public Relations with social networking techniquesand tactics to generate news coverage
Suport internal & collaborative communication to engageEmployees – Management – Partners
Suport Collaboration Network to increase desired results
Social Media Communication Goals
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Developing Trusting Relationshipsfor Organisational effectivenessAligning stakeholder’s perceptions and expectations with Organisational goals
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Develop TrustingRelationships
=Source of
CompetitiveAdvantage
Barney&Hansen1994
SOURCE CREDIBILITY
Ethos → character & integrity
Logos → expertise & competence
Pathos → charisma
REPUTATION OF BEING TRUSTED by making deposits of good works into the “trust bank”
TRANSPARENCY & HONESTY on telling
the story through mediated channels to
create and sustain mutually-beneficial
relationships
ARISTOTLE
Dynamics of TrustTrust is a central construct in the framming and dynamics of managerial
relationships (Credd & Miles, 1996). Developing and maintaining trust is seenespecially important to managerial and organizational effectiveness (Davis et al, 2000)
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BENEFITS
Impact on organization’s performance
by enhancing the support of stakehloders
towards the Organization:
create competitive advantage
atract and retains best talent
enhance effectiveness on obtaining resources
atract investors and influentials
increase access to new markets
increase loyalty of customers
Source (MacMillan et al 2005), “Reputation in relationships: measuring experiences, emotions and behaviors”, Corporate Reputation Review
REPUTATION TO WHOM?• Good will will be drawn through stakehloders’ relationships
REPUTATION TO WHAT END?• Generate good will is the ultimate goal on developing and maintain reputation
Managing Reputation
REPUTATION FOR WHAT?• Determine what is important for each group of stakehloders
Reputation
how an organization
is perceived by key
stakeholders
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Competitive advantage comes from different sources: physical capital, financial capital, knowledge capital, social
capital and reputation capital
RECOMMENDATIONTalking about corporate organization profile - by building TRUST
in which lies reputation - accounts to 56% against 44% talking about product; enterprise features 68% against 32% on product features
Managing Reputation
How to build Reputation? Authenticity, Consistency, Responsiveness,
Distinctiveness, Transparency
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Goals: Incorporating new management paradigms
Create a newTrustworthy & Inspiring brand
Value propositionfor Clients,
Board & Staffand Society
GuaranteeingOrganizations’s
Sustainability andSocial Value
CHANGE MANAGEMENT
ETHICSGOVERNANCE
QUALITYCORPORATE SOCIAL RESPONSIBILITY
ACCOUNTABILITY
REPUTATIONSUSTAINABILITY
TRANSPARENCYAUTHENTICITY
EVALUATION
WEB 2.0
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Strategy: Recreating and Leading Organizations’s own future…One Language, One Voice, One Brand
People +Leadership + Organisational
CultureEmbedding Strategy& Communication
Change Management
Communication levelsAwareness|Understanding
Commitment|Change
Offline andOnline Tools
Proactive & Positive flowInformation|Dialogue
Involvement|Recognition
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Brand Management
Integrated CommunicationMoto Learn | Grow | AchieveAligning Corporate Culture with its Best Principles
CorporateCommunication
Public Affairs
InternalCommunication
MediaRelations
Marketing &Events
Online Comm& Social
Media
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Government• Legislators• Regulators• Politicians• Local and Central
administration• Project analysts• International bodies
Organisation• Board• Staff• Volunteers• Suppliers• Partners• Clients• “Shareholders”
Community• Leaders• Analysts• Investors and
Sponsors• Public in general• Academia
Market• Prescribers• Health, Education and Social Professionals• Potential clients• Families• Opinion makers• Competition
Good corporateCitizen?Social
development?
Quality?Effective?
Partnerships?
Innovative?Good governance?
Social value?
Good placeto work?
Creative team?
Multi-stakeholders approachCooperation and cooptition cultureBased upon Model of Business Relationships, MacMillan et al (2000)
Trustworthy? Commitment?
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New approach Social
Networking+
PR +
Media Channels to
better operate towards:
Communicate, Build
Relationships and Influence
The new eKit PR Toolbox
A BRAND is still judged by its Leadership + Performance + Citizenship + Governance + Corporate Responsibility + Innovation + Workplace,
Products and Services
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The success of decision depend on (Engagement)how Stakeholders respond to (React/Interact)
JudgmentsHopes
PerceptionsAfraid
Interests
EffectiveRelationships
Communities acceptour presence?
Will Government,approve/finance
our projects?
Will Collaboratorsachieve goals?
Will consumers buyour products/services?
Will investors, sponsors,partners value our strategy?
The relevance of Feedback to Stakeholders
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Starts with… RESPECTAs a PERSON… not as a marketer, salesman or message manufacturyBe HELPFUL and ADD VALUE to conversationsContribute with PERSONALITY and Brand PERCEPTION (to win RESPECT and LOYALTY)Incorporate FEEDBACK: inspire real initiatives, more intelligent and based upon experience on multiple communication and promotion channelsPrecautions: not be NAIVE, IGNORANT and FULL IMMERSION to not loose perspective and add-value
The Participation Process: humanized approach to social media
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Act like an editor• Think on Brand as relevant and valuable content (fresh, interesting, adjusted) for the community
Know your audience• From clients to prospects, employees, partners, sponsors, suppliers…
Creat content• Text, audio, video, links… develop it and share it
Diferentiate the concept• The content must have a key topic, turn it conceptuly different from competitors
Know your competition• Determine whether you can play alone or in a partnership. Cooptition can be prooved a relevant and reliable tactic
The Participation Process: humanized approach to social media
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Build a community• The viral power of a community impact the traffic patterns and value of your Brand
Try to inlfuence but not control• You cannot simply control. Learn how to live with that fact
Experiment• There is no padronized success formula on social media. Costumize your own
Understand the funnel phases of purchase• Recognizing the diferent client phases leads to the development of specific pages and content towarsd their needs
Implement metrics and measurable goals• If you cannot measure, you cannot manage and your valuable time has been lost. Establish realistic and measurable goals. Test different ideas, layouts, taglines, titles, bullest, images, cores… it’s an ongoing process
The Participation Process: humanized approach to social media
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Identify yoursef• Trust is hard to get and mantain, by doing so you add authenticity to your online contibutions
• It turns the connection easier with colleagues, partners and third parts by ensuring that the content is consistent with your work
Be honest• Always tell the truth
• Separate facts from opinions
Respect• Be always professional, do not insult others and respect privacy
• Avoid improductive or unnecessary arguments, do not pick fights
Honesty, Respect and Added-Value: Guidelines for Effective Participation
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Add value• Everything you publish will have a future reflexion
• Know what others are telling about with and provide relevant angles
• Help others with your contributions to increase their habilities, perfomances and build community
Use judgment• Be aware of consequences of what you share publicly, ultimately it’s entire your responsibility
• Never reveal confidential information
• Preserve personal data
Quality• Provide links to other relevant networks, articles or sources
• Turn your content rich and interesting, keep it simple.
• Encourage feedback and conversation and respond in real or appropriate time
Honesty, Respect and Added-Value: Guidelines for Effective Participation
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Source Model proposed by Don Bartholomew, Principal do AcumentichsResearch http://metricsman.wordpress.com
Measurement & Evaluation
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ConsiderAwareness Buy
IMPACT
CONTENT
RELEVANCE
SOCIAL WEB
Network of Trust, Virtual community, e-Community, Online Community
Share
RelationshipExperimenting
Funnel of Purchase: shifts in conversation rates appear when social media are applied in a marketing
context
Social Media Feedback Cycle
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RELATIONSHIP
SHARE
EXPERIMENT
Audience
Action
Loyalty
Influence
Audience (share)
Engagement
InfluenceHow can metrics be
used toestablish abase from
which buildinga socialMedia
Campaign?
Social Media Metrics
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INFLUENCE Time on Site Web Analytics: Value of opinionsBounce Rate Google Analytics, and conversations
Web Trends for those interestedin buying
ENGAGEMENT Word-of-mouth Web Analytics: Levels of interestComments to Google Analytics, on message: arePost ratio Web Trends clients interestedDiggs, Bookmark Digg, Del.icio.us in referring gainsListen Podcasts Feedburner or losses
of “social capital”?
LOYALTY Posts in blogs BlogPulse, Context and intensityRecommendationsGoogle Alerts of posts on blogs.Tweets and similarTechnorati Loyal audience?
May have impact onprocess
Social Media Metrics: RelevanceFundamental Metric Source Reveals
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AUDIENCE References Web Analytics: To whom appealsDemographics Google Analytics, the social media
Web Trends campaign?
INFLUENCE Time on site Web Analytics: How engaged areLOYALTY Bounce rate Google Analytics, audiences on
Web Trends message as a resultClientes repetem of exposure through
social media?
ACTION Conversations BlogPulse, Num. of times thatRecomendations Google Alerts an outcome occurrTweets and similarTechnorati followingRevisions Net promoter holistic exposure
Web Analytics to the campaign
Social Media Metrics: ImpactFundamental Metric Source Reveals
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http://www.youtube.com/watch?v=ypmfs3z8esI&feature=player_embedded#!
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Social media and Networks are powerful = threatening, bychallenging conventions: about social interaction, organizationalbehaviour, management and governance. Ultimately, Power.
The Power is shifting from Organizations to NetworkCommunities, from vertical structures to horizontal systems, from centre to outside, from real geography to cyberspace
History tells us that theses changes of Power generate conflicts. Communicators and Citizen’s role is also changing as result…
Shift of Power
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Small but steady stepsThink content and communit (not audience)Use simple toolsCalculate time and resourcesExpose and engage… to tell your story ongoing through results demonstration and successMeasure, evaluate andplan again…
Integrated Communications Strategy
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BlogsPostdacstsFacebookMySpaceLinkedInTwitterFlickr
YouTubeWikis
Traditional MediaOnline Media
• Create Relationships• Increase searchableopportunities
Integrated Communications Storytelling
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Social Media and Networks are less about technology and more about changing values and expectationsThe platforms / channels are simply the means to get to the social part
They just help us get a litle closer to what we really want:● We want the truth
● We want to trust
● We want to understand
● We want friendship
● We want help…● To be remarkable by addressing the core issues challenging our
Strategy and/or Organization
Conclusion
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These tools and ways of engagement help us:● Better manage the brand● Engage widely● Learn faster● Leading effectively● Empowering Employees as Brand champions (humanizing effect,
respect, ethics)
But it will require:● To learn TRUST on PEOPLE, be OPEN on DALOGUE and to
better LISTEN
Learn how to loose CONTROL without loosingCONTROL!
Conclusion
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http://mashable.com/http://www.socialmediaclub.org/http://www.marcomprofessional.com/http://www.cdc.gov/healthmarketing/http://www.newcommreview.com/http://www.nsms.org.uk/http://www.ism.stir.ac.uk/http://www.socialmarketingservice.com/http://www.socialmediabrasil.com.br/http://www.socialmedia.biz/http://www.socialmarketing-toolbox.com/http://www.socialnomics.netSocial Media Marketing, Dave Evans, Wiley, 2008Groundswell, Charlene Li & Johsh Bernoff, Harvard Business Press 2008The Social Media Bible, Lon Safko e David Brake, Wiley, 2009The new rules of Marketing and PR, David Scott, Wiley, 2010Socialnomics: How Social Media Transforms the Way We Live and Do Business , Eric Qualman, 2009
References and Biblio
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Rui Martins, [email protected]
TM +351 919 923 752
www.linkedin.com/in/ruipmartins
www.facebook.com/ruipaulomartins
