Fun Matters in B2B Social Media
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Transcript of Fun Matters in B2B Social Media
Fun Matters in B2B Social Media
All rights reserved 2010. Klotz-Guest
Kathy Klotz-Guest MA, MBA, MLA
Marketing Strategist, Storyteller, Improviser
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Marketing is Storytelling; Fun Connects
Today we focus on social media
– What is fun? Why do we care?
– Who is doing it right?
– What lessons can we learn?
All rights reserved 2010. Klotz-Guest 2
What is Fun? Why do we care?
• Customer delight –fun surprises, engages, humanizes
• Funny is great – fun is a larger value that serves, connects people
• Fun is a people-centered strategy; jargon and biz-speak isn’t
All rights reserved 2010. Klotz-Guest 3
Cluetrain Manifesto:
Markets are ConversationsPeople communicate in language that is natural, funny, even shocking. The
human voice can't be faked….a sense of humor does not mean putting some
jokes on a corporate web site. It requires big values, humility, and straight talk.
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Relationships happen
between people
B2B fears losing control
– but it’s changing
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We want the FUN!
External customer interaction, marketing and Gen Y recruiting*
Internal “fun” social media (most happens inside the firewall)
Applications:
Video (sncr video study
launches April ‘10)
Facebook/social networks
Blogs
Others?All rights reserved 2010. Klotz-Guest 5
Gen Y
wants fun
FUNdamentals: Who Has It Right?
• Adobe
• IBM
• Serena
• Scofield Edit
• Intuit
• Cisco
• Approva
• Hubspot
• HP (Cohn & Wolfe)
• MailChimp
• What else? Let me know!All rights reserved 2010. Klotz-Guest 6
Lessons: Invert Expectations
• Go for fun, not just funny (Cisco, Approva)
• Make your customers smile – a kneeslap is great, but not necessary to
make a difference
• Authentic, organic, less-PR spin (Cisco)
• Universal truth is funny (Scofield Edit, Cisco, Intuit)
• Unexpected surprise – ongoing (IBM, Grasshopper.com)
• Part of culture that values delight (IBM, Cisco, Grasshopper, MailChimp)
• Breaking down complexity, jargon (Cisco, Serena)
• Fun as experience, engagement, community – what will people to do?
FUN is icing, but you better have a GREAT cake
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Your FUN Goals
• Humor is great
– Go for universals (can it be understood with the sound off by
different groups?)
– Allow for cultural humor (geographies will need “own” spin)
– Avoid sarcasm (easily misconstrued)
• All it really takes is to make customers “smile”
• Unscripted, honest and real is best, FUN by MBO puts FU
in FUN (not good!)
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IBM’s Art of the Sale (6 serial stories)
• Objectives: New mainframe value prop, humanize brand
• Outcome: 25X increase in blog traffic, huge coverage
• Why: Fun and unexpected for IBM
• http://www.youtube.com/watch?v=MSqXKp-00hM (lesson 1)
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IBM: It’s About People
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Grasshopper.com:
We Celebrate Entrepreneurs
• Sent 5000 chocolate-covered grasshoppers to influencers
• Asked to watch a video that supports entrepreneurs
• Unexpected that they did NOT push a brand message
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Grasshopper
Celebrates
Entrepreneurs
Cisco’s FUN Chambers
Not the Duck Call? Yes, the duck call!
http://www.youtube.com/watch?v=CuDnm77wb0M
Unscripted, fun and top-down!
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Cisco’s FUN Chambers
What the heck is cloud computing? No one knows.
The truth is funny. Can’t define complexity with complexity.
Great way to open a conversation that leads to clarity
http://www.youtube.com/watch?v=8g9penyLM5Q
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Approva and The Singing Accountant
Steve Zelin, the singing CPA showed that
accountants and SOX issues aren’t boring! (Ok,
they are, but fun makes it easier to deal with)
http://www.youtube.com/watch?v=n2ylBKOURtw
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Cree Lighting
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Stories work –
they are fun
and real
Serena Software: Business Mashup
• Built awareness of mashup software (what the heck is it? New
concept)
• Tripled traffic and spiked mashup software 200%, 2008
OMMA
• Funny – play on what we THINK they said; but it’s innocuous
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http://www.youtube.com/watch?v=qLTs6jlbkjE
The Truth IS Funny
• Scofield Edit: Video poking fun at client-vendor
relationships and crazy client expectations
• http://vendorclientvideo.com/
• 1 millions viewings in 1 month
– Demonstrated truth
– Also showed off what they could do with video
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HP’s Datacenter Monster Fan Page
• Engagement is low. Why?
• Wasn’t kept up, too co-opted by PR
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Sodexo Recruitment: Gen Y, We’re Fun!
All rights reserved 2010. Klotz-Guest
SodexoCareers on
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Blogs
• IBM and Adobe employees, Sun’s former CEO, Jonathan Schwartz
• About personality and humor is conversational
• Let your smart, talented employees “talk”
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Compendium
Software CEO
Got it Right but Didn’t Maintain It
Intuit Quickbooks: Jingle Generator was great but faded
– Why? Mainly technical issues, novelty factor wears off
– It was successful: hit major objectives for buzz, traffic
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What You Can Do to Use Fun in B2B
Social Media
• Ask Yourself:
“how can we increase the delight factor in the experience?”
“how do we surprise (good way) our customers?”
“how do we keep surprising, delighting customers and employees?” (ongoing
commitment)
“how do we use fun to educate and to serve?”
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Thank you
• Newsletter signup at Powerfully Funny
• You can download my article, Creating Fun Facebook Fan
Pages that Work from articles section on Powerfully Funny
• B2B book. Send fun examples: [email protected]
– We’d love to hear them!
• Video storytelling survey (SNCR) – look for that soon!
Let’s continue the conversation online!
All rights reserved 2010. Klotz-Guest 25
Services
All rights reserved 2010. Klotz-Guest
Strategy•Marketing / product
•Customer/market research
•Messaging / communications
Tactics•Web and print
•Collateral, articles
•Social media
Speaking
•Marketing
•Marketing and humor
•Levity, creativity, and innovation
•Social media 26
Contact
Kathy Klotz-Guest MA, MBA, MLA
P/F: 408.578.8040
Email: [email protected]
Twitter: kathyklotzguest
All rights reserved 2010. Klotz-Guest 27