Upload
david-warwick
View
608
Download
0
Embed Size (px)
DESCRIPTION
Presentation on Social Media given to ADMA Certificate in Digital Marketing Class by David Warwick from Veridian on 15 September 2010.
Citation preview
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
ADMA Social Media Marketing
September 2010
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
It is not necessary to change.Survival is not mandatory.
W. Edwards Deming
Nothing in life is to be feared.It is only to be understood.
Marie Curie
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Starts with strategy (not technology)
Part of an online armory
Market intelligence and steering
Permission based communication
Brings human connection into digital sphere
Links communication channels together
Demands a new look at control
Match to your circumstances!
Social Media
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Digital Armoury
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Digital Armoury
Is your website doing it’s job?
Credentials | Contact | Transactions | Sales Process | Brand Building
Improve effectiveness (ROI: Conversion)
Is the right traffic coming to the website?
Search | Return Visitors | Subscription | Refresh | Inward Links
Improve volume (ROI: Traffic)
Do you engage with your community?
Networks | Market Intelligence | Message Building | Corporate Citizen
Improve engagement (ROI: Reach and Tone)
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Digital Voice
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Digital Voice
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Digital Voice
Benefits of applying a ‘New World’ online strategy …
Website becomes targeted, strategic and focused on role!
Conversation building occurs in blog environment with greater reach.
Short-form (attached) content gains attention and builds network.
Advocates build ‘fan-base’ and engage permission charged audiences.
Bridge from corporate messaging to viral conversations is created.
Collective and compounding ‘networks effects’ should result.
Control: You need to let go (a little) …
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Digital Control
“Forget your brand. You don’t own it because
it is literally nothing. You can spend all sorts of time and money trying to
manufacture public opinion, but ultimately, that’s up to
the public, now isn’t it?”
Leroy Stick @BPGlobalPR
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Digital Control
The ROI equation (reach and share of voice) …
1 – Staff
2 – Channel, Advocates, Alumni
3 – Fans, Brand Loyalty
4 – Aware Consumers
5 – Unaware Consumers
6 – The Disenfranchised
7 – Competitors
8 – The rest
Seed
Engage
…
Monitor
Respond
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Digital Control
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Digital Strategy
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Digital Strategy
Strategy >> Web >> Blog >> Twitter
Twitter >> Blog >> Web >> Transact
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
From “10 reasons why your audience doesn’t like you” Pam Moore
Uses and Behaviours
Not engaging
Not providing value
Not following back
Website stinks
All about you
Don’t know the real you
You’re afraid
Not a good friend
Right tone and methods for the medium
Give to receive (it’s a network)
Make mutual connections (it’s a network)
The journey ends somewhere, make sure it counts
Address the needs of the audience not your own
Authentic and transparent (it’s a network)
Sitting in the corner is mistaken for disengagement
People want to like you, don’t give them a reason not to!
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
It’s your network, do it your way. But here are some thoughts …
In Practice – Twitter
Use a picture, preferably the key person (Avatar)
Build a network, generally bigger is better (Followers)
Follow back, its a network (Following)
Use public list and/or private groups (Housekeeping)
Find your applications (Desktop, Mobile, Specialist)
Link to your other properties but mix it up! (Engage)
Think about search – use #hastags
Learn behaviors (RT LOL #FF)
Word order matters!
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
It’s your network, do it your way.
But here are some thoughts on effectiveness …
In Practice 2 – Corporate
1 Brand Tags (Scheduled)
2 Selling Links (Scheduled)
3 Selling Ideas (Scheduled)
4 Engaging (Manual)
5 Sharing (Manual)
6 News (Manual)
7 Social (Manual)
2
3
6
3
X
X
5
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Twitter 101 for business … http://business.twitter.com/twitter101
Social Media Tools (Veridian List) … http://veridiansm.com/tool-list/
Silktide – Siteray web test … http://www.silktide.com/siteray
Networks … #SMCMelb #SocialMelb #Tweastie #Twums #CoffeeMornings
Mentor and consultant … Twitter @drwarwick Email [email protected]
Jump in … http://www.twitter.com/
Veridian Media … http://www.veridiansm.com/
Starship Agency … http://www.starship.com.au/
ADMA | Starship | Veridian Media | 0411 411 555
More Information
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
David Warwick BA MBA FAIM MAICD MACS(Snr)
CEO of Veridian Media, a social media and online consultancy and Head of Social Media and Digital Strategy for Starship, a full service digital agency. David is also Chair of the Institute for Social Media and Co-Chair of the Content Management Professionals Association in Australia.
David holds an MBA from Melbourne Business School and a Bachelor of Arts (English and Sociology) from Monash University. David has held executive positions in Internet, marketing, technology and consulting businesses since 1996. David was formerly CEO of successful Australian web content management system Komodo CMS, deployed to over 300 organizations, including the Royal Women’s Hospital, Nufarm, RAMS and the Victorian Government.
David has written columns for Marketing Magazine, IDM Magazine and a management case published in Measured Success: Innovation Management in Australia (2008). David has been a guest lecturer at MGSM and MBS and is a regularly invited speaker on social media, online marketing, search, content management, web design and IT business entrepreneurship.
David is a member of professional organizations including ACS, AIM, CM Pros, AICD and the Melbourne Press Club. David lives in Melbourne, is a member of the Carlton Football Club and a passionate supporter of Australia’s endeavors overseas – whatever the activity
Twitter: @drwarwick | Email: [email protected]
Presenter
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Ask Now!
Ask Later …
Twitter @drwarwick
Questions