Social Media for LA2M, David Kiley Mar 3 2010
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How To Brand Your Business Using Social Media Building Followers, Advocates, Supporters and Communities. David Kiley, Chief of Brand Content, ICON Creative Technologies. LA2M Lunch Ann Arbor Marketing, March 3, 2010
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Companies today want a Facebook Page and Twitter Feed. Many of them aren’t sure why. They just want them because they feel they need to, or should . But after you enter the social media channels, it is crucial to have the right content. It isn’t enough to just “Be there.” Join us at LA2M, as our speaker David Kiley shares his business-wise experience of counseling companies on how to fill their Internet-based communications channels aimed at the public and the media.
Transcript of Social Media for LA2M, David Kiley Mar 3 2010
How To Brand Your Business Using Social
MediaBuilding Followers, Advocates, Supporters and Communities.
David Kiley, Chief of Brand Content, ICON Creative Technologies.
LA2M Lunch Ann Arbor Marketing, March 3, 2010
Channels that allow a marketer to talk with rather than at the public.
FacebookTwitterDiggNing: Platform for group formationYoutubeMyspace.com
Defining Social Media
Think of Social Media as a never ending field of campfires.
◦ The campfires are taking place whether you take part or not. Ford, Toyota, Best Buy, Varsity Ford, Zingerman’s
Deli/Roadhouse, Heron Hill Winery.
Dynamics of Social Media
As a social individual, I can go to any campfire I want.
Social Media Campfire Rules
As a social individual, I can go to any campfire I want.
The instinct of a big company is to buy the campfire, and invite people for free. That’s the advertising “push” model.
Social Media Campfire Rules
As a social individual, I can go to any campfire I want.
The instinct of a big company is to buy the campfire, and invite people for free. That’s the advertising “push” model.
The mindset, though, for big and small companies is to be a welcome member in the circle, not the owner of the circle.◦ The challenge for anyone: You have to earn the
right to stay with good stories.
Social Media Campfire Rules
Ford Story◦ A hybrid approach. Ford is hosting a huge
campfire, called www.fordstory.com, and filling it with content. Video clips, Ford story (kind of) blog, mixing
company generated posts with invited posts from customers, dealers, workers, etc.
Social Media: Creating Story
“My Ford F150 Super Cab Have Been Together For 33 Years”
By Cherry L. February 27, 2010
Ford kicked off Ford Story in Fall of 2008 amidst turmoil of Congressional hearings.
Social Media: Impact of Story
Ford kicked off Ford Story in Fall of 2008 amidst turmoil of Congressional hearings.
Strategy: Start telling our story, especially since we think we will avoid Chapter 11.
Social Media: Impact of Story
Ford kicked off Ford Story in Fall of 2008 amidst turmoil of Congressional hearings.
Strategy: Start telling our story, especially since we think we will avoid Chapter 11.
Outcome: GM and Chrysler file Chapter 11. Toyota amidst devastating recall. Ford has a fully developed SM platform.
Social Media: Impact of Story
Fiesta Movement
Social Media: Payoff
Fiesta Movement Awareness Build Without Costly Advertising
Social Media: Payoff
Fiesta Movement Awareness Build Without Costly Advertising 39% awareness among Gen Y in 16 months
Social Media: Payoff
Fiesta Movement Awareness Build Without Costly Advertising 39% awareness among Gen Y in 16 months Comparison: Ford Fusion Awareness less
with Gen Y after hundreds of millions in advertising over three years.
Social Media: Payoff
Best Buy
Social Media: Open Model
Best Buy Twelpforce: Employees empowered to help
the public through Twitter.◦ Trained, and employees adhere to strict protocols
and policies.◦ Social media governance.
Social Media: Open Model
Best Buy Results
◦ Top CE Retailer◦ Drove Circuit City out of business◦ Making Radio Shack nearly irrelevant◦ Branded Service in an industry known for crappy
service and treatment of customers.
Social Media: Open Model
Heron Hill Winery, Hammondsport, NY◦ 400 fans◦ Blog by employees◦ Newsfeed◦ Cross-promotes retailers and restaurants that
carry Heron Hill◦ Establishes storylines. “30 years of pruning
grapevines.”
Social Media: Small Companies
Ardbeg Whisky◦ Part of Moet-Hennessy◦ Global Distribution◦ 4610 Facebook Fans◦ “The Committee”
A force of 50K people in the Ardbeg cult. Ready market for high-margin limited edition
products. Direct marketing disguised as “membership.” Opt-in marketing at its best. Key to getting fans to look beyond “aged.”
Social Media: Small Brands
Zingerman’s Deli◦ 17,255 fans and followers on Facebook alone.◦ Newsfeed◦ Fans free to cross-promote◦ Alerts on events◦ Question and Answer about food◦ Customers, followers, advocates
Social Media: A2 Companies
Biggest Obstacles to Effective Social Media◦ Turf Wars between marketing and
communications
Social Media: Problems
Biggest Obstacles to Effective Social Media
◦ Turf Wars between marketing and communications
◦ Push marketing mentality
Social Media: Problems
Biggest Obstacles to Effective Social Media
◦ Turf Wars between marketing and communications
◦ Push marketing mentality◦ Unrealistic expectations
Social Media: Problems
Biggest Obstacles to Effective Social Media
◦ Turf Wars between marketing and communications
◦ Push marketing mentality◦ Unrealistic expectations◦ Sales rather than brand building mentality◦ Inhospitable Environment
Don’t be the brand that starts handing out business card at the campfire.
Social Media: Problems
HP◦ Responded to complaints that spread around the
blogs that a web-cam face tracking software product was “racist,” because it didn’t detect dark-skinned African-Americans.
HondaBuilt Facebook page for Crosstour. Public responded badly to photos. Honda deleted posts. Honda employees put up posts without identifying themselves.
Social Media: Damage Control
Questions To Ask:◦ Am I fostering a community?◦ What are the shared values between my
brand/company and my customers/fans that I can center the channel on. Beyond the product and brand! Local agriculture and sourcing? Buying Michigan first? Zero emissions driving Opera Total Fuel Savings—Home and Transportation.
Am I bringing people together at my fire for something other than buying my stuff?
Social Media: Should I….
The fires are burning with you or without you.
Social Media: Just Do It
