Post on 07-Apr-2018
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Get Serious AboutSocial Networks#magnetsocial
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The basicsA little about meWhat is social
The AudienceThe basics of social strategyWhat you need to be thinking about
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I work here.
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But lets start with this.If you need to hear a presentation that says “Get Seriousabout Social Networks” in order to get serious, you’reprobably destined to dip a toe in, use most of the same
techniques you’ve always used, have an unrealistic set ofexpectations and not enough investment.
In short, if you need to hear about how you need to getserious about social networks, you’re not serious about
social networks.
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1,800,000 visitors per month
19,400,000 visitors per month
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270,000 visitors per month(a 40% decrease in just one year)
22,500,000 visitors per month
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That’s about 10 times more traffic.Um, yeah, so...it matters.
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Success here isn’t aboutspending big dollars orhow massive your brandis necessarily. It’s a
measure of whether ornot people care aboutyou. For anyone spendingdecades paying foraudiences, it’s hard to
actually earn it.
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The Difficulty of Doing
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Just Act NaturalNow that we know
messaging doesn’t work,we often get caught up
in trying to just be apart of the space.
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Naturally Insignificant brands.Don’t be too natural. Understand thevalues, yes, but the goal should be towork in the extreme. To be decidedly
unnatural. Difference kills indifference.
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The First Mover CaveatThe only potential caveat is when
you’re freshly moving into anunbranded space. In those rare
moments, acting natural is beingdifferent.
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What do you meanby social strategy?
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Facebook has 500,000,000 users
YouTube is the 2nd largest searchengine
Twitter is a primary starting point forbrand conversation
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Water cooler talks have very little todo with what happens in and around
the water cooler. What do you mean by social?
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Is CNN social media?Is CBC, NBC or CBS social media?Are you social media?
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Lets get some stuff straight.Making a Facebook page isn’t a
strategy. Copying links to your owncontent on Twitter isn’t a strategy.
Hiring a community manager isn’t astrategy. Nor is adding like buttons to
your home page.
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HumanResources
In-Store
CustomerService
Marketing
PublicRelations
Products
What about the organization?Is it a marketing issue? Public relations?Human resources? Or a bit of all of it?
Just considering that has a huge effect on
the organization itself. Not just who ismanaging it – but what are our legal
obligations? What role do employees play?What about their personal accounts?
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The NetworkedAudience
A shift from classic individual decision-making to group dynamics
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There is no such thing as an unnetworked audience.Everyone is networked and has always been networked.
We just never really thought of them that way. What do you mean by networked audiences?
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In the advertising world, we tend to speak infunctions and stereotypes, neither of which are allthat helpful when approaching these audiences.
We always assume that decisions areindividual and rational.
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“Idioms are an anathema to innovation. They fuseorganizations to assumptions, cultural mythologies and
fossilized ways of seeing and talking about themselves,their business and, more importantly, their consumers.”Morgan Gerard
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The insight.
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The AudienceOr all the stuff we’re figuring out now– to get all psychological for a bit
“Our more instinctual selves are
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Our more instinctual selves aremuch more refined by time and
natural selection. Its the rationalthats new. So while natural
selection is still working out howto make the rational bits workbetter, our emotional bits are
much more fine-tuned.
Jonah Lehrer
We dont know whereinstinctual stops and
rational begins.
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The Argumentative Theory "We do all these irrational things, and despite
mounting results, people are not really changing theirbasic assumption. They are not challenging the basic
idea that reasoning is for individual purposes. The
premise is that reasoning should help us make betterdecisions, get at better beliefs. And if you start fromthis premise, then it follows that reasoning should
help us deal with logical problems and it should help
us understand statistics. But reasoning doesn't do allthese things, or it does all these things very, very
poorly."
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These increasingly transparent social dynamics areproving again and again that commonalities in values,
language and associations create connections.Being in the in-group matters most.
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“Never put a period where God has put a comma.”
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“Never put a period where God has put a comma.”
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If one person became
obese, the likelihood thathis friend would follow suit
increased by 57%
Christakis&
Fowler
Even weightcan be a socialphenomenon.
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What does a SocialStrategy look like?
We have some core toolsets we use.
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PeopleThe community management team, reporting structure andcode for all employees.
Tools
Social Media Guidelines, Tone and Manner documentation,listening and engagement tools and editorial calendars.
Content
A content framework including content development,production and curation.
Spaces
An approach to when and why a brand should create ordismiss spaces.
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CoordinatedCross-functional team with
central community manager tosupport.
Pros
Central group is aware of whateach group is doing.
Provides holistic customerexperience to customers.
Cons
Executive support required,with program management,cross-departmental buy-in.
Sources: Jeremiah Owyang, Framework and Matrix: The Five Ways Companies Organize for Social Business Social Business Organizational Models, Altimeter Group, 2010
CentralizedOne department controls allsocial efforts. This isrecommended as a first step in
giving community managementmore freedom in engagingaudiences.
Pros
Consistent customerexperience.
Cons
Inauthentic if press releasesrehashed on blog or videos bystiff executives.
Hub and SpokeGroups act autonomously from eachother under a common brand.
Pros
Operating units are free to executetactics as long as a commonexperience is shared amongst allunits.
Cons
Constant communication from all
teams to be coordinated, creating
internal noise.
Requires cultural and executive buy-in and dedicated staff.
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Personality and Policy DocumentationConversation training, clear community guidelinesand social policies keep the community active andthe voice on brand.
Listening and EngagementAn enterprise level platform for finding,following and responding to conversations
related to your brand.
Coordination CalendarsEditorial calendars can ensure consistency
and coordination across spaces.
MeasurementA measurement platform allows the CommunityManagement to learn and optimize over time.
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The Audience Framework
From here, the key focus isunderstanding where keyaudiences are and how toeffectively involve them.
Model via Gabe Zickermann
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All of this is astarter kit, just
your basicinfrastructure
build.
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We need less focus in social places and
more on being social brands.Being social in this space means beingmeaningful, interesting and in it for the
long term.
SocialBrands
Experi-mentation
Culture
Purpose
Sharing
Platforms
Interesting-ness
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Finding purpose."I think many people assume, wrongly, that a
company exists simply to make money. While this isan important result of a company's existence, we
have to go deeper and find the real reasons for ourbeing.”
David Packard
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Finding purpose.“People don’t buy what you do; they buy why you
do it. And if you talk about what you believe you willattract those who believe what you believe.”
Simon Sinek
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Ask yourself this:
What cause are youa credible voice for?
What a brand feels isimportant
How a brand talks
How a
brand acts
What a brand rallies thecommunity around
Why a brand does it
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Noah Kalina and NBA
OKGO and Nike+
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“Brands, especially those centered aroundlifestyle interests or luxury, are increasingly
becoming media companies.”Steve Rubel, Edelman Digital
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“A company that provides entertaining, inspiring andinformative content and allows consumers to moreeasily find and complete a transaction for the best
products and services is providing a great service totheir reader.”Dave Chase, Entrepreneur
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Actions not messages.Do things. Do lots of things. Explore and experiment.Create a culture of more yes. Think low cost, high return.
• focus the problem or opportunity• encourage experiments• measure and invite feedback• build mutually beneficial partnerships
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Focus the Problem or Opportunity
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Encourage Experiments
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Measure and Invite Feedback
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Create Partnerships
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Communities and Networks.It is not just about building a relationship betweenyou and your audience. It’s far more important tobuild platforms that develop relationships within
your community.
Graph via Abhinav Singh
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Be decidedly and unnaturally original.The DIS Principle.
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The conversationshouldnt be
about being betterin social media but
being more socialbrands.
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Thanks. You can find me on the internet.Paul McEnanyDirector of Strategy at Twist Image.heehawmarketing.com // @paulmcenany
Credit to:@min_0Flickr: Katherine Squier, Alena Chendler, Lauryn Holmquist,Mr. TGT, Sannah Kvist
Other photos: Mark Sloan, Hiroshi Sugimoto