Post on 30-Oct-2014
description
SOCIAL MEDIA SUCCESSStartup Sauna In Kenya
Richard von Kaufmann // 8 May 2014
Who’s talking?
2013
Zipipop Freud — The Influence Agency
Zipipop Freud combines social media & communications to create influence and solve business challenges in today’s world.
What did Peter Vesterbacka teach me?
“Attitude is everything!”
“A press release is not marketing.”
Peter Vesterbacka
Attitude is everything!
YOU CAN’T AFFORD TO BE SHY
GOALS• What are you trying to achieve?
• What resources do you have?
• How will you know you are being successful?
http://www.flickr.com/photos/barretthall/4039775568/
It’s all about changing perceptions
in people’s minds
CHANGING PERCEPTIONS
“People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.
“People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.
The right content
CHANGING PERCEPTIONS
“People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.
The right place
The right content
CHANGING PERCEPTIONS
The right time“People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.
The right place
The right content
CHANGING PERCEPTIONS
How to create influence in today’s
world?
Latent
(people search internet for needs/desires; asking questions in
social media)
Reactive
(reacting –particularly in social
media)
Proactive
(campaigns, press releases, etc.)
ZIPIPOP FREUD’S TIME-BASED MARKETING MODEL
Proactive
Scheduled campaigns
Latent
Engagement timeunknown
“SEARCH ENGINE COMMUNICATION”Timo Nurmi 2013
Latent
Reactive
Responding in the moment
Let’s step back in time for a moment…
ONE TO MANY – BROADCASTING
CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg
MANY TO MANY – SOCIAL
DON’T SHOUT AT ME
CC: http://www.flickr.com/photos/spereira/3567328982
CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204
TALK TO ME
CC License: http://www.flickr.com/photos/gudmunda
A new approach is needed
TRADITIONAL MEDIA MIX
Advertising Marketing PR
THE NEW MEDIA MIX
Proactive Latent Reactive
REACTIVE WILL GROW
Proactive Latent Reactive
ITS NOT ABOUT CHANNELS…YET
Without content there is no social media
WHAT IS SOCIAL MEDIA?Sharing, discussing, and interacting around content in social networks.Richard von Kaufmann 2013
CONTENT MARKETING
relevant, useful, entertaining
Community driven
SEO (findable)
Valuable Content
social media (sharable)
COTENT NEEDS BE TO FOUND EASILYProvide ammunition for fans to promote you
“VALUABLE” CONTENT AT WORK
share to a wall
shared on company wall (240 likes)
share to own wall(450 friends)
3 likes(with more than 1,500 friends)
Shared to their own wall(300 friends)
2 likes and 1 share(with a total of more than 1,000 friends)
15 likes
A total of nearly 27,000 people were reached
The process of finding out what kind of content is valuable to your community can take a long time.
GROWING YOUR COMMUNITY
CONTENT PLANSome things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead.
Entertaining (useful & funny
content related to your industry)
Daily Diary(interesting things the company has been up to: new
product launches, recruits, etc)
Strategic(content that is designed to get people to take
action on specific goals and build
thought leadership)
1 4 1
DAILY DIARY
Daily Diary(interesting things the company has been up to: new
product launches, recruits, etc)
1
ENTERTAINING / USEFUL
Entertaining (useful & funny
content related to your industry)
4
STRATEGIC
Strategic(content that is designed to get people to take
action on specific goals and build
thought leadership)
1
CONTENT
Interesting relevant content that is easy to find and share
LINKING BACK TO LANDING SITESF-Secure event landing page for the Mobile World Congress.
http://mwc.f-secure.com/
ONE THINGDirect focus onto 1 (max 3) things you can genuinely claim to provide at a world class / national level.
EXPERIMENTING• Innocent Drinks Communities Manager:
• Learning as we go, and willingness to admit to cock ups.
• Experimenting with ideas and find what the right mix of content is.
http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100
Plan – Do – Review – Repeat (what works)
How to define the strategic content
ATTITUDEBrands that do particularly well in social media have a consistent “attitude”.
• Filter for deciding on content
• Gatekeeper for ensuring consistent tone-of-voice across many channels
WHAT IS ATTITUDE?The easiest way we can express our values is to demonstrate:
• What are we for?
• What are we against?
ATTITUDE = VALUES IN ACTIONRami Saarela 2013
Do the actual perceptions = intended impression?
+Values Actions = AttitudeTarget
X
Agendas
Impressions
Perceptions
Values Actions = AttitudeTarget
XPerceptions
Agendas
Perception is everything
The image of the company lies only in the minds of the target groups.
Aligning values and attitude (values in action) generates the desired perceptions
• +Values Actions = AttitudeTarget
X
Agendas
Perceptions
Are your values aligned?
Put the answers to the following questions into practice:
?
ValuesWhat are they and can you be sure all the employees believe, or can be made to believe, in them?
Must not just be nice words.
Best in the worldWhat parts of your business can you justifiably claim are delivered at the highest global/national standards.
Overall marketing should be focused on these aspects.
Target groupsWhose important to your organization?
Who has the purchase decision making power?
Who influences the purchase decisions?
Focus / AgendasListen to your target groups and ask questions to find out:
What’s important to them?
What do they need to help them choose your brand?
Type of relationshipHow should your employees talk with the target groups?
This is related to tone-of-voice, but is more about the nature of the relationship they should have; e.g. friend, buddy, teacher, guru
The persona is based on the values, but “tweaked” appropriately for different contexts.
AttitudeRemember: Attitude = Values in action
The easiest way we can express our values is to demonstrate:
• What are we for?
• What are we against?
So our communication actions should reflect these points of view.
Perception What perception(s) do you wish to enhance or change in the minds of your target groups.
Use the Zipipop Freud Grids
FOCUS NEEDED
Available resources
Available resources
Everything you would like to promote
CONTENT PLANSome things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead.
Entertaining (useful & funny
content related to your industry)
Daily Diary(interesting things the company has been up to: new
product launches, recruits, etc)
Strategic(content that is designed to get people to take
action on specific goals and build
thought leadership)
1 4 1
INFLUENCE GRID
resellers help in sales buddy For: Agile and friendlyAgainst: Inflexibility great selling support
end-userseasy to use
reliablehi-tech
supportive colleague
For: proud of their work
Against: careless workwill help me be top
of the top
Perception to enhance
Who is important
What’s important to
themType of
relationship Attitude
STRATEGIC CONTENT GRID FILLINGPerceptions Who is
important Channels Posts Slideshow VideosInfo-
graphicsWhite-papers Facts
Competitions
Testimonials
Friendly selling
supportresellers
portal (live chat)YouTubeLinkedIn?Slideshare
Blog
series of posts various reliable
points /
“live” slidedeck to show kSP; expert
presentations (“Live” deck
showing expert in the whole
process ); deck about competitors
old machine stories / video
about SuperSnake, etc
x technologies (based on white paper), x stats
globally
Our experts: x extra strength
steels, x technologies, x in
extreme conditions
specific material providing evidence
oldest machines + stories
users say why in posts / old machine
stories
Whole process experts
production managers
LinkedIn, Facebook,YouTube, Sldieshare
series of posts various reliable points / financial benefits in the
long-run
“Live” deck showing expert in the whole process
high-speed videos of welding arc in
different processes; old
machine stories
“live” slide deck of facts: calculations,
ROI, customer process
oldest machines + stories
users say why in posts / old machine
stories
Will help me be top of the
topend-users
Facebook, YouTube
series of posts various reliable points / financial benefits in the long-run;; posts about building
bikes, etc;
welders doing fun but highly skillful;
(building nice bike)
Leading and growing global
company
KPI GRID
PERCEPTION 1PERCEPTION 1PERCEPTION 1
STRATEGY(high level)
TACTICAL(mid level
REACH(low level)
STRATEGIC(perception changes, awareness
increase, etc)
Research reports: outsourced surveys, focus groups, online surveys, etc
every 6-12 months
PERCEPTION SPECIFIC CONTENT(as defined in the Content Strategy)
Specific posts: Likes, Shares, Comments, Retweets, Favorites, etc
daily but with formal quarterly review session
CHANNEL(Facebook, LinkedIn, Blog, etc)
General Channel Metrics: Followers, Page Likes (Fans), “Talking
about this” (engagement), Buzz, Share of Voice, Sentiment, Channels, Influencers,
etc
daily but with formal quarterly review session
The power of stories
Story Telling• Narrative is a fundamental way we
make sense of the world.
• More than ever organizations need a compelling story to stand out from the crowd.
• Social media channel for telling your story
http://www.sxc.hu/photo/103262
Innocent’s clear and likable story allowed them to grow rapidly and be bought by Coke
TELLING YOUR STORYThrough the social media channels communicate:
•Why you are remarkable
•What you stand for
•Who you are
•What are your goals
•What’s happening now
MICRO STORIES• Each piece of content is a micro story
that builds into a larger narrative.
• It doesn’t have to be a story with a beginning, middle, and end.
• A good image tells a story.
• Create stories where your product saves the day and restores balance.
PUT THE CUSTOMER CENTRAL STAGE• Stop talking about me, I, us, we…
— put you customer in the centre of the story and encourage them to create content
LOGIC vs EMOTION“People are moved by stories and drama and hints and clues and discovery.
Logic is a battering ram, one that might work if your case is overwhelming. Wal-Mart won by logic (cheap!), but yours probably won't.”
Seth Godin
BE A PURPLE COW
• Be remarkable and stand out
• The cornerstone of this is providing a remarkably good product or services
• Find interesting, authentic stories behind your team, brand, product or company
* http://www.fastcompany.com/magazine/67/purplecow.html
TAP INTO CONCERNS / EMOTIONS
http://en.wikipedia.org/wiki/Zappos.com
You have to react faster
CATCHING THE SOCIAL WAVES
http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpghttp://www.mesurf.com.au/technique_beginner_greenwave.aspx
The social media team needs to be ready to react quickly to catch the social media-powered publicity waves.
IMPROVISATION — reacting in the moment to amplify the positive and reduce the negative
F-SECURE RIDING THE NSA WAVE
REACTING MATRIX
WHAT IS A COMMUNITY MANAGER?A Community Manager guides communities towards smooth and effective collaboration.
http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25
SOCIAL MEDIA TEAMSpread and speed up the workload by involving experts from different departments — authentic knowledgable employees can be your best advocates
Marketing
HR
Customer serviceCommunications
R&D
ManagementSales Team members should be enthusiastic and
comfortable with using social media
PLAN – DO – REVIEW
THE IMPORTANCE OF A KEY MARKETING PERSONYou need someone who has the time and is passionate about hustling and continuous promoting the brand and engaging with the communities.
MARKETING BALANCE
greatidea
awesome
development
team
If you have a great marketing person you also need to have a great development team who can react fast enough to the exposure.
Shadow Election case study
Debate:
• Rate candidate text answers
Shadow Election 2010
Debate:
• Rate candidate videos
Vote for your candidate
How did we do this?• In one day
unique visits when up by over 5,000
INFLUENCERS
• Connect with influential people
Likes and comments in Pekka Haavisto’s campaign page
Exposure reach of up to 30% Finnish Facebook users
LINKING KEYWORDS
• Vaalikone 2012
• Reality Creating Media
• Zipipop
Cross-linking
Shadow Election 2012
Shadow Election USA
Shadow ElectionNow over 120,000 Facebook fans across national pages
Keeping eyes openFind genuine connections to influencers or hub sites.
1 week: 8,000+ Fans 60%+ engagement
facebook.com/zipipop linkedin.com/company/zipipop
slideshare.net/zipipop sosiaalinenmedia.com
Richard von KaufmannCo-founder & PartnerHead of Social Media & CollaborationTel. +358 45 11 222 73Email: richard@zipipopfreud.fiwww.zipipopfreud.fi
What is good content?
What is good content?
People only use the Internet for two reasons: to solve a problem or to be entertained. Online content must do one or both to be successful.
You should share content that are useful, entertaining and relevant to the recipient.
INFORMATION
DESIGN
INFORMATION
DESIGN
INTRESTINGNESS
INTEGRITY
RelevantMeaningful
New
TruthConsistency
HonestyAccuracy
INTRESTINGNESS
INTEGRITY
INFORMATION
DESIGN
FORM
FUNCTION
RelevantMeaningful
New
TruthConsistency
HonestyAccuracy
EasinessUsefulnessUsability
Fit
BeautyStructure
Appearance
INTRESTINGNESS
INTEGRITY
FORM
FUNCTION
RelevantMeaningful
New
TruthConsistency
HonestyAccuracy
EasinessUsefulnessUsability
Fit
BeautyStructure
Appearance
INFORMATION
DESIGN
Successfulcontentdesign
INTRESTINGNESS
INTEGRITY FUNCTION
RelevantMeaningful
New
TruthConsistency
HonestyAccuracy
EasinessUsefulnessUsability
Fit
INFORMATION
DESIGN
Ugly
FORM
INTRESTINGNESS
INTEGRITY FUNCTION
RelevantMeaningful
New
TruthConsistency
HonestyAccuracy
EasinessUsefulnessUsability
Fit
INFORMATION
DESIGN
Boring
FORM
BeautyStructure
Appearance
INTRESTINGNESS
INTEGRITY FUNCTION
RelevantMeaningful
New
TruthConsistency
HonestyAccuracy
EasinessUsefulnessUsability
Fit
INFORMATION
DESIGN
Successfulcontentdesign
Boring
Ugly
RubbishUseless
FORM
BeautyStructure
Appearance
INTRESTINGNESS
INTEGRITY FUNCTION
RelevantMeaningful
New
TruthConsistency
HonestyAccuracy
EasinessUsefulnessUsability
Fit
INFORMATION
DESIGN
Successfulcontentdesign
Boring
Ugly
RubbishUseless
Experiment
Sketch
Proof of Concept
Eye-candy
FORM
BeautyStructure
Appearance