Digital U - Social Media

So what is Social Media?

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“Social Media is an umbrella
term that defines the various
activities that integrate
technology, social interaction
and the construction of words,
pictures, videos and audio”


“Social Media is the closest thing
we have to real life in the digital
world – it’s people having
conversations online”


We all know the usual
suspects…


But there is an outrageous
amount of social media sites…

And the entire concept can be overwhelming


Today’s discussion will not be a
laundry list of tactics or examples…

We will instead focus on the behaviors that
create the foundation of social media


Truth No. 1:

Social is a behavior, not a medium.


Social media is not just another
siloed platform for your message


People are inherently “social” – they talk,
they create, they share, they tell stories,
they hang out and they are curious


Social media allows them to do these
things on a grander scale and in more
engaging ways – but it’s all about PEOPLE


Truth No. 2:

Do something worth talking about.


Viral is not a thing, it is an effect


It’s not about trying to be everyone’s friend,
and it’s not about finding new areas to
place a marketing message


Everything you do needs to be worth
talking about – simple as that


Human emotions such as joy, surprise and
hope drove the success of these videos


Truth No. 3:

People trust the collective more than they trust
you.


People no longer have to rely on one
way communications from advertisers


Of blog readers say Consider “a person like Made a purchase
they find blogs useful me” the most trusted decision based on a
for purchase source about a recommendation from a
information company Social Media Site

50% 58% 49%

Social aggregation is becoming the
preferred method of learning about
products and companies


You know about reviews,
recommendations and ratings…


But it’s now becoming useful in
different ways…


Truth No. 4:

Relevant consumer passions and behaviors drive
adoption and growth.


Understanding your consumers’ passions
and how they relate to your brand allows
for “relevant value”


Consumer Passion
+ Your Brand
+ Relevant Value
= Brand Affinity

Help make what people already like
to do better and/or easier


What made Nike+ a success?


Truth No. 5:

Social media spans time.


The “Google Effect”


Remember this episode? It’s also
referenced in Wikipedia


Social media can help throughout
the entire customer lifecycle and
evolution, not just the beginning


Truth No. 6:

Failure is the secret to success.


The traditional business model was to
focus on one thing and execute it perfectly


But with social media, it’s often better to
have lots of little ideas and see what works
“Do THEN Learn”


This doesn’t mean go in
blind – it means don’t
overanalyze, and
continually refine your
approach


Remember “Elf Yourself”?
Guess how many other initiatives Office
Max launched at the same time…


Truth No. 7:

Focus on listening, not on talking.


People are already talking about your
brand/product – pay attention to what
they’re saying


Apply learnings to improve your business
and make your offering better


Starbucks invited their customers to
take part in their business


Social media as an ongoing research tool


It is now possible to monitor conversations
and aggregate online chatter into usable data
and information
Image: Visible Technologies


Truth No. 8:

You have to give a little to gain a lot.


The reluctance to confront risk
must be overcome


These conversations are happening
whether or not the brand takes place


Your consumers will reward your efforts
with greater trust and affinity


“Dell Hell” forced the company to make
drastic changes – and they are starting to
reap the benefits


Truth No. 9:

Measuring success is a different game.


Old-school metrics don’t really get
to the heart of the matter for social
media initiatives


It’s no longer just about getting their attention…


It’s more about
engagement and
social value – how do
you measure
happiness?


A Quick Review:

1: Social is a behavior, not a medium
2: Do something worth talking about
3: People trust the collective more than they trust you
4: Relevant consumer passions and behaviors drive
adoption and growth
5: Social media spans time
6: Failure is the secret to success
7: Focus on listening, not on talking
8: You have to give a little to gain a lot
9: Measuring success is a different game


Understanding these behaviors can help
shape your digital brand and drive your
relationship with consumers

Thank You.

Continue the conversation…

Digital U - Social Media

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