Brand Community , Word of Mouth and Buzz .... for Lovers
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This document summarizes a presentation about using social media for marketing. It discusses analogies between social media and relationships, noting that social media is new and exciting but also occasionally clumsy. It can become a lasting companion or a short-lived fling. The presentation also covers how social media is maturing and getting more attention. It discusses how marketers lag customers in familiarity with social media tools. Finally, it outlines 10 principles for effective social media use, including focus, language, outreach, incentives, and metrics.
Brand Community , Word of Mouth and Buzz .... for Lovers
- 1. Brand Communities, Word of Mouth & Buzz …for lovers A Presentation By: Sean Moffitt President & Chief Evangelist Agent Wildfire Inc. © 2009 Agent Wildfire Inc.
- 2. Social Media is like Young Love: it’s fresh, it’s new, it preoccupies us and everybody wants it occasionally clumsy, nonsensical and not well understood amazing! sometimes turns into lifelong companionship, exciting experiences or great memories – a joy to behold and experience ouch! oftentimes turns into a short term crush or bad breakup © 2009 Agent Wildfire Inc.
- 3. Social Media – The Pretty Girl/Hunky Guy at the Ball it’s maturing/ growing it gets attention it’s new, well-dressed it’s connected we like to spend time with it it provides plus, plus benefits and it can be cheap © 2009 Agent Wildfire Inc.
- 4. Social media are the flowers, perfume and love notes… © 2009 Agent Wildfire Inc.
- 5. Agent Wildfire tackles 3 types of real love Buzz = Word of Mouth= Community = Flirting Dating Moving In Together © 2009 Agent Wildfire Inc.
- 6. There’s a new currency on how to build business “Something you Buy” “Something you Trust” “Something you Want” “Something you’re “Something you “Something you Prefer” Participate In” Attracted To ” © 2009 Agent Wildfire Inc. 6
- 7. Business and marketing are lagging their customers at the rules and tools of playing this new game 71% of marketers are less/only equally familiar with the use of social media tools than their customers Question: How familiar are you with the tools of social media? Source: com.motion Poll © 2009 Agent Wildfire Inc.
- 8. On social media/word of mouth: - 79% optimistic, 67% expect growth - Delivering awareness/buzz/publicity is #1 - Biggest growth expected: - Social Networks - Social Media - Mobile marketing - Customer generated content - Influencer marketing - Brand communities/networks Source: Agent Wildfire - 2009 Buzz Report © 2009 Agent Wildfire Inc.
- 9. The 10 Love Principles of Good Social Media © 2009 Agent Wildfire Inc.
- 10. i) FOCUS – “Why are we doing this/what are we doing?” Social/member need > Company need Objectives/Strategy > Technology © 2009 Agent Wildfire Inc.
- 11. 2) LANGUAGE “do I like this/can I identify with this?” “It doesn’t matter what you say, if I don’t like the way you’re saying it” James Cherkoff, Collaborate Marketing © 2009 Agent Wildfire Inc.
- 12. 3) OUTREACH “who’s involved/where can I find you?” • Some of these people are not like the others • Be everywhere © 2009 Agent Wildfire Inc.
- 13. Outreach – Not Everyone is Equal Visual © 2009 Agent Wildfire Inc.
- 14. Outreach - The Community Tentacles Interesting- Social ness Targeted Conversation Findability Collaboration Content Engine Visual Community Offline Portal Aggregation Direct Blog/RSS Multimedia Grassroots Updates Outreach Badging © 2009 Agent Wildfire Inc.
- 15. 4) INCENTIVES & MOTIVATIONS “what’s in it for me?” ● Explicit ● Extrinsic ● Intrinsic © 2009 Agent Wildfire Inc.
- 16. 5) RULES “what can/can’t I do here?” • Experience Facilitation • Legal & Ethical Concerns • Employee Policies and Training • Ownership © 2009 Agent Wildfire Inc.
- 17. 6) TOOLS & PLATFORM “how and where does it work?” ● 5 considerations ● 2 Cs/3 Ss ● The 11 Cs © 2009 Agent Wildfire Inc.
- 18. Tools – The 11 Cs of Social Media/Community - Communication/Content i.e.news,photo,video - Competition i.e. rewards, contests, status - Customization i.e. widgets, avatars, profiles - Conversation i.e. blogs, forums, comment - Connection i.e. messaging, integration, feeds - Community i.e. networks, groups, teams - Categorization i.e. tagging, levels, lists - Collective Wisdom i.e. rating, ranking, voting - Co-Creation/Collaboration i.e. CGM, ideas, - Contextual Extensions i.e. mobile, offline, IM - Culture building i.e. engagement, causes © 2009 Agent Wildfire Inc.
- 19. 7) COMMUNITY MANAGEMENT “who will lead the conversation?” © 2009 Agent Wildfire Inc.
- 20. How to Avoid This… © 2009 Agent Wildfire Inc.
- 21. Community/Brand Evangelists - Tasks © 2009 Agent Wildfire Inc.
- 22. 8) WHY PEOPLE TALK “think different, be different, make me an offer” © 2009 Agent Wildfire Inc.
- 23. 36 Reasons Why People Buzz It’s because It’s because of It’s because of of them what you provide who you are #1 - Passionate about the #11 – Social Currency #26 - Innovative topic #12 – Brand Experience(s) #27 –Remarkable/ #2 - Logo Lovers #13 – Fame Outrageous #3 – Knowledge Seekers #14 – VIP Treatment/Customization #28 – The Best at What #4 - Social Brokers You Do #15 – Scarcity #5 – Altruism #29 – Authentic #16 – Influence #6 – Involved/Committed #30 – Liberating/ Problem #17 – Intimacy Solving #7 – Seeking Feedback #18 – Visibility #31 - Edgy #8 – Ego-driven #19 – Tight Boundaries #32 – Trustworthy #9 – Reciprocity Dealers #20 – Rallying Cause #33 – Likable #10 – Self-Expression #21 – Rewards #34 – Easy to Talk About #22 – Expertise #35 – Ritualistic #23 – Bite-Sized Participation #36 - Sensory #24 – Network Effects #25 – Memes © 2009 Agent Wildfire Inc.
- 24. 9) METRICS, MEASUREMENT, INSIGHTS & ROI “what do we measure and look for?” © 2009 Agent Wildfire Inc.
- 25. Measurement by Community Objective © 2009 Agent Wildfire Inc.
- 26. 10) THE BIGGEST SINS “Don’t be that person” © 2009 Agent Wildfire Inc.
- 27. Source: Agent Wildfire - 2009 Buzz Report © 2009 Agent Wildfire Inc.
- 28. Hospitality – Running - Nike Plus Finance - PEMCO My Starbucks Idea B-to-B - Intuit Quickbooks Community Automotive - Ford Fiesta Method – People Against Dirty Tech – Dell Ideastorm eCommerce – eBay Fashion - Threadless Powersellers © 2009 Agent Wildfire Inc.
- 29. 2 Types of Programs Custom Build Influencers Brand Community/ Campaign/Insights WOM/Social Media Program Program © 2009 Agent Wildfire Inc.
- 30. © 2009 Agent Wildfire Inc.
- 31. Inquire: info (at) agentwildfire.com Phone: 416-255-4500 URL: www.AgentWildfire.com Join: www.TheInfluencers.ca Blog: http://BuzzCanuck.typepad.com/ http://www.spreadslikewildfire.com/ Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive, WOM Seminars © 2009 Agent Wildfire Inc.