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Social media Movement of PEOPLE using online tools to connect, take charge of their own experiences and get what they need from each other Encompasses social networks, blogs, podcasts, videos, wikis, ra@ngs/reviews, e-‐commerce, news, deals, check-‐ins Different – dialogue (vs monologue), levels the playing field (shiIs the power), media producers (vs just consumers), ac@ve and connected (vs passive and isolated) WOM – genuine consumer conversa@ons WOMM – joining the conversa@on and par@cipa@ng in it Success – be interes@ng, make it easy, make people happy, earn trust and respect Reasons – You, Me, Us Five Ts – talkers, topics, tools, taking part, tracking
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THEM (not you) The rela@onships/experiences (not the technologies) Marke@ng 101: a strategy that treats everyone the same will spell failure The key: Understanding as much as possible about your target audience – drives ALL of your ac@vity in social media (design, content, promo@ons and campaigns, measurement)
2. Go to them (easier than geYng them to come to where you are) – fish where the fish are
3. Keyword: “they” 4. Ac@on – click, like, share, enter, play, watch, comment, SPREAD Content – it’s not about you: Naturally, the conversa@on then shiIs from using social media to talk about your company and its products/services to actually rela@ng to people and providing value
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The star@ng point in understanding your target audience is to classify them – who do you have rela@onships with (as a business)? Examples: • Customers and End Users (consumers) – e.g. homeowners, patrons, business owners, pet owners students
• Talkers -‐ e.g. vets (for pet resort) • Employees • Partners – e.g. other local businesses (co-‐marke@ng for a restaurant) • Suppliers • Manufacturers • Media and Industry Influencers • Compe@tors • General Public More come to mind the more you understand your audience – e.g. chances are if your home looks good, you’re also into personal fashion
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Now, geYng into a lifle more detail… Socio-‐economic – social posi@on in rela@on to others (income, educa@on, occupa@on) Purchase behavior
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1) E.g. to iden@fy emerging customer service issues, to see who is talking about [insert industry keyword] and join in on the conversa@on, etc.
2) What you want to listen for – company/brand names, compe@tors, taglines, etc. 3) E.g. men@ons of the company vs. compe@tors
More in the Listening chapter (Groundswell)… 4) What you plan to do with the informa@on you find
1) Who made the post and what was it about 2) E.g. Sa@sfied, ques@ons, ugly/irrelevant 3) Can/should we respond? 4) Share/no@fy, respond, archive, etc.
5) Share of voice, leads generated, problems solved, etc.
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Listen…or you can ask them directly Surveys – create new (simple), tack on to exis@ng, hire a firm Focus Groups What would you ask them? 2. Above – their par@cipa@on (consume, share, produce) Also…
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You can use that data – the answers from those ques@ons – to create your own ladder The Social Technographics Ladder – a high-‐level snapshot of the social technology behaviors of consumers Creators Conversa@onalists Cri@cs Collectors Joiners Spectators Inac@ves
AFOLs: 5-‐10% of company sales They don’t age out of the target market (they just get more enthusias@c and buy more) They tend to congregate online
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Even deeper…Psychographics – habits, mo@va@ons, values, aYtudes, interests, lifestyle, skills, life experiences Understand 1. them and 2. how you/your company relates to them Not just business needs, but also personal (e.g. feel more secure, enjoy more @me off, etc.)
Zooming in on the human being side of business helps you navigate roadways into business opportuni@es as well as overcome sales obstacles you’d never be able to do otherwise.
Also… Where do they go to get answers? Interact? How can you help them spend more @me with their family and friends enjoying life? 1. What is the most challenging thing in their biz? 2. What literally drives them nuts each day?
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Mass influencers: 32-‐38; $89-‐98K household income – upper middle @er; facebook, mobile users
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Who they are + what will get them talking Example – page 84 (ABC Day Care)
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moms are social media power users -‐ they are savvy, shrewd, and not likely to be as easily fooled by adver@sing gimmicks.
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Community – Pampers MommyCast – congregate, ask ques@ons (of each other and experts), share informa@on and par@cipate in informal research
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Deliver a message that’s cause-‐worthy
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Cater to a mom’s mobile lifestyle Moms like branded apps that are truly useful and help save them @me. Toys"R"Us has built a mobile app for iPhone and BlackBerry that sends deal alerts.
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And Starbucks uses QR codes to let customers pay for coffee via iPhones.
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Moms like op@ons Make it easy for moms to connect with your brand on their own terms, whether it's through Twifer, Facebook, e-‐mail, text alerts, mobile, or directly on your website. Use adver@sing to promote these op@ons. Mul@media rules moms’ worlds Videos, games, digital media, and mobile apps that engage, assist, entertain and inform For example, Blendtec's "Will It Blend?" YouTube campaign (just as easily converted into an infomercial) showcased the company's blender power in a very afen@on-‐geYng way. The campaign was such a huge hit that within two years, retail blender sales increased by 700 percent!
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Make it personal – improves conversion rates and reten@on rates (vs. segmenta@on-‐based) MomsRising -‐ a tool that lets users personalize a video using Mom's name You could also try personalizing to Mom's needs and lifestyle, like Swiffer's "Cleaning Personality" campaign.
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