Magazines Canada Conference Presentation

8/6/2019 Magazines Canada Conference Presentation

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Get Serious AboutSocial Networks#magnetsocial



The basicsA little about meWhat is social

The AudienceThe basics of social strategyWhat you need to be thinking about



I work here.



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.



1,800,000 visitors per month




270,000 visitors per month(a 40% decrease in just one year)




That’s about 10 times more traffic.Um, yeah, so...it matters.



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.



The Difficulty of Doing



Just Act NaturalNow that we know

messaging doesn’t work,we often get caught up

in trying to just be apart of the space.



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.



The First Mover CaveatThe only potential caveat is when

you’re freshly moving into anunbranded space. In those rare

moments, acting natural is beingdifferent.



What do you meanby social strategy?



Facebook has 500,000,000 users

YouTube is the 2nd largest searchengine

Twitter is a primary starting point forbrand conversation



Water cooler talks have very little todo with what happens in and around

the water cooler. What do you mean by social?



Is CNN social media?Is CBC, NBC or CBS social media?Are you social media?



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.



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?



The NetworkedAudience

A shift from classic individual decision-making to group dynamics



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?



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.



“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



The insight.



The AudienceOr all the stuff we’re figuring out now– to get all psychological for a bit

“Our more instinctual selves are



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.



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."



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.



“Never put a period where God has put a comma.”



If one person became

obese, the likelihood thathis friend would follow suit

increased by 57%

Christakis&

Fowler

Even weightcan be a socialphenomenon.



What does a SocialStrategy look like?

We have some core toolsets we use.



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.



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.



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.



The Audience Framework

From here, the key focus isunderstanding where keyaudiences are and how toeffectively involve them.

Model via Gabe Zickermann



All of this is astarter kit, just

your basicinfrastructure

build.



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



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



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



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



Noah Kalina and NBA

OKGO and Nike+



“Brands, especially those centered aroundlifestyle interests or luxury, are increasingly

becoming media companies.”Steve Rubel, Edelman Digital



“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



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



Focus the Problem or Opportunity



Encourage Experiments



Measure and Invite Feedback



Create Partnerships



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



Be decidedly and unnaturally original.The DIS Principle.



The conversationshouldnt be

about being betterin social media but

being more socialbrands.



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

Magazines Canada Conference Presentation

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