Social Behaviors & Communities. How Connecting and Collaborating is Changing Organizations

Transcription

1 Social Behaviors & Communities How Connecting and Collaborating is Changing Organizations 1

2 Social is not a single website or posting. Rather, it is a collection of natural human behaviors enabled through easy-to-use digital tools and powered by basic motivations of self-expression, sharing, and connecting with communities of others. Tools + Behaviors + Motivations 2

3 Benefits for Business Marketing reach increasingly fragmented audiences Communication enhanced speed and accuracy R&D creating better products Loyalty strong bonds with customers Insights learning directly from customers Customer Service solving issues in real-time 3

4 Tools 4

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7 Benefits for Beer Geeks 7

8 LINE 8

9 Global Reach & Local Tools source: Global Web Index Report, Q3,

10 Everyone is Social All ages and demographics use social with adoption growing most rapidly amongst people age 55+ source: Pew Research and DocStoc report, Sept

11 Communities Are The Most Powerful Form of Advertising 77 % 92 % 81 % of consumers are more likely to buy a product when they hear about it from someone they trust Nielsen 2013 trust recommendations from people they know over all forms of advertising Nielsen 2013 of US consumers are influenced by friends social media posts WOMMA 84 % more likely to take actions on content from a trusted relationship Nielsen 11

12 Different Behaviors By Channel 12

13 KEY TAKEAWAYS Social networks range from mass audiences to niche communities Social is a truly global phenomenon with both global and local players All ages and income levels use social tools in some way 13

14 BEHAVIORS & MOTIVATIONS 14

15 Sharing is caring 15

16 SHARING IS CARING 16

17 Most Shared Content Entertainment News Comedy Inspirational Educational Helpful source: and SurveyMonkey report, Sept

18 Sharing is Global 18

19 Why Do People Share? We are wired to share and be social New tools are simply a new way to express a la Maslow 19

20 LET YOUR THUMBS DO THE TALKING 20

21 The Thumbscroll Capturing attention within an endless stream of scrolling information Convergence of increased mobile usage and popularity of video and photos Seen across Twitter, Facebook, Instagram, G+, LinkedIn, etc. 21

22 Speaking in Pictures Pictures and video are the most shared elements in social From cute kittens to social movements to what s for dinner Images are often replacing written words 22

23 The Narcissistic Normal 23

24 New Twist: Memes SO LET ME GET THIS STRAIGHT PEOPLE IN YOUR COUNTRY ACTUALLY REFUS VACCINES? 24

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27 A New Lexicon: The #Hashtag Hashtag = A keyword A rally point A brand name A feeling User-selected meta data No single person or company owns any hashtag 27

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29 Oversharing, Personal Data & Privacy The bits and bytes of your unique personality open up entire new worlds for marketers Ads can be targeted by: Demographics Location Interests what people read, talk about and brands they follow on Facebook Behaviors When you are online What you do online What you search 29

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31 Privacy Concerns & Controls Privacy policies have been significantly revamped Users have more direct control over their data Facebook personal profiles are private by default Most social sites do not turn over data to advertisers Advertisers are renting an audience without ever getting a true picture of the individuals within vacy/your-info 31

32 The Rise of Private Networks Ad-free networks Messaging apps Anonymous apps 32

33 My Data, Myself 33

34 Balancing Privacy & Personalization The more you share, the more you can interact with friends and the more tailored your Facebook experience will become 34

35 ALS Ice Bucket Challenge Small idea turned into a global phenomenon A spontaneously combusting community built from millions of small but strong bonds An estimated 12 million videos and social comments were posted in a matter of weeks Approximately $9.57 raised for each post source: 35

36 The IT Social Thing (Movement) of

37 Why It Worked Highly personal Networked through friends Celebrity support Compelling content Charitable hook 37

38 KEY TAKEAWAYS People are naturally wired to share Sharing drives communities, but getting attention is increasingly difficult Pictures, hashtags and other quirks of social technology are changing how we share Sharing leads to better experiences for communities and more efficiency for marketers Data and privacy need to be 38

39 LEVERAGING BEHAVIORS & COMMUNITIES 39

40 MEET EVAN

41 A MODERN MOM TWEETS HER ANGST

42 THE SOCIAL TEAM JUMPS INTO ACTION

43 A PERSONAL TOUCH

44 WOLVERINE SAVES THE DAY

45 COLLECTION COMPLETE. SMILES ALL AROUND

46 ANNOYED MOM BECOMES ADVOCATE

47 Beyond The Buy - Sell Equation 87% of consumers want meaningful relationships with brands 17% of companies deliver 47

48 Evolving Consumer Expectations Transparency Participation 48

49 Rational, Emotional & Societal Relationships You offer good value You allow me creative expression You get me You care about the things I care about Buying your product affirms beliefs You make the world better You allow me to show off my social conscious 49

50 Why Does This Matter? Compounding Value for Organizations That Deliver All Three Rational Emotional Societal +12% Recommend +12% Shared brand content +11% Share personal info +10% Defend +8% Purchase 50

51 THE COMMUNITY-TO-COMPANY COLLABORATIVE SPECTRUM 51

52 LEVEL OF ORGANIZATIONAL COMPLEXITY 52 DEFINE CREATE EXPRESS LEARN LISTEN Customer Service Insights Ad Creative Developing Products Market creation and re-delivery of distribution

53 LEARN Insights: Learning From Moms 53

54 EXPRESS Ad Creative: From Everyday People to Pros 54

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56 CREATE Developing Products: Small and Big Incremental Radical 56

57 CREATE Developing Products: New Flavors 57

58 CREATE Developing Products: True Inventions 58

59 DEFINE Creating New Markets: Line Taxi 59

60 BUILDING A COMMUNITY 60

61 Defining a Community A group of individuals brought together through digital media around a common interest A cause Shared affinity for pop-culture Common offline interests Ideology Comedy Trolls IRL friends 61

62 Build, Buy or Empower? Cost Time Depth of relationship Expertise within your organization Expectations from your community Expectations of your community 62

63 Build 63

64 Buy: Via Partnerships 64

65 Buy: Via Advertising 65

66 Buying Your Way To The Top Promoted Tweets Promoted Trends 66

67 Pimp Your News 67

68 New Rules for Digital Grassroots 68

69 Empower Your employees are your best advocates Empower through policy Enable through tools Inspire through stories Average employee reach: 1140 friends, family & colleagues 412 LinkedIn 390 Twitter 338 Facebook 69

70 KEY TAKEAWAYS Organizations must go beyond cost-based value in transactions and deliver rational, emotional and societal benefits Communities can help power an idea, a cause or a business Different types of community collaboration require different degrees of commitment and complexity Communities can be built or bought 70

71 THE CRITICAL, CAN T BE UNDERSTATED, IMPORTANCE AND VALUE OF YOUR STORY 71

72 Stories Are the Currency of Communities STORIES ARE THE CURRENCY OF COMMUNITY 72

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74 Purpose Driven Communications What you stand for trumps what you sell Your purpose must be Clear Simple Direct Singular 74

75 If You Can t Tweet It 75

76 76 Stories: Vehicles of Organizational Change 1,000 songs in your pocket A business that makes nothing but money is a poor business An organization s ability to learn is the ultimate competitive advantage Half of your advertising budget is wasted. You just never know which half

77 /Users/rick/Desktop/Screen Shot at PM.png 77

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80 7 Basic Plots 80

81 81 Conquering the Monster Rags to Riches the Quest Rebirth

82 82 Comedy Tragedy Voyage & Return

83 Storytellers Tales of Everyman Shaking City Hall 83

84 Hint: Your CEO Isn t the Best Storyteller 84

85 Character Development a boy a wizard a robot a cowboy a bear an evil warlord 85

86 KEY TAKEAWAYS 1. As digital and social continues to grow and change, new consumer behaviors and expectations are emerging. 2. This evolution demands that organizations look for new ways to interact and collaborate with customers. 3. Communicating with purpose and evolved storytelling will be foundational skills that leaders and their organizations must adopt in order to succeed. 86

87 KEY TAKEAWAYS - OVERALL 1. As digital and social continues to grow and change, new consumer behaviors and expectations are emerging. 2. This evolution demands that organizations look for new ways to interact and collaborate with customers. 3. Communicating with purpose and evolved storytelling will be foundational skills that leaders and their organizations must adopt in order to succeed. 87

88 THANK YOU 88

89 Q & A 89

90 KEY TAKEAWAYS FOR BRANDS Facebook is the world s largest social network Facebook can be used as a one-way or two-way medium Facebook is a pay-to-play platform Brand plans must include content, monitoring/engagement and ad spending considerations 90

91 KEY TAKEAWAYS FOR BRANDS Twitter is the fastest and most conversational medium Twitter is the best platform for connecting with influencers Images and video are the most popular types of tweets Ads can target specific audiences and help manage conversations Brand plans must include content, monitoring/engagement and ad spending considerations 91

92 KEY TAKEAWAYS FOR BRANDS Video is the most popular sharable content Very few videos actually go viral YouTube is one of the most controllable social platforms Brand plans must include content, monitoring/engagement and ad spending considerations 92

93 BASIC CONSIDERATIONS Audience Types Community Content Types Controls All ages and demographics Focus on content Rich content, Ads Most controllable social network with 30+ settings Smaller global audience but largest proportion of influencers Balance content and community Simple text, images and short video Least controllable but fastest way to communicate. Use ads to influence Largest reach, fastest growing with older audiences Focus on community Text, images, video 29 controls settings allow brand to determine level of engagement Most niche, but fastest growing with younger audiences Focus on content Pictures (with captions) and short video Limited engagement requires only basic controls Mostly influencers Tops for search engine rankings Text, images, video Many controls for publishing and engagement 93

94 WHERE ORGANIZATIONS OFTEN FALL SHORT Strategy Governance Resources Shiny object syndrome developing a channel-first rather than audience-first plan Product manager starting a channel and then leaving the company Creating clear roles and responsibilities across business units and agencies Approaching social as a campaign and not an ongoing communications channel Channel and content not supporting Abbott brand Proper budgeting for social within an integrated marketing plan Letting the fear of a crisis defeat the strategy before launch Managing leadership excitement/expectations for the strategy vs. the channel Staffing for ongoing content development and community management 94

95 THE CONSULTANTS SAY OPERATIONAL BEST PRACTICES Content Engagement Measurement Plan for 1-5 posts per week Use images and video wherever possible Determine one-way vs. two-way nature of your Facebook page Remember that friends and family are your biggest competition for attention Fans is the obvious metric, but reach has declined as adrevenue becomes more important Comments and sharing are key measures for two-way engagements Plan on weekly/monthly content evaluation In-house vs. outsourced community management Impressions and reach tie to traditional marketing metrics 95

96 OPERATIONAL BEST PRACTICES Content Engagement Measurement Plan for 1-10 tweets per day Pre-determine what topics to which you will (and won t) reply Followers is the obvious metric, but include quality of followers in evaluation Use images and video wherever possible Plan on weekly/monthly content evaluation Replies, retweets and favorites are key measures for two-way engagements Weigh the use of hashtags In-house vs. outsourced community management Impressions and reach tie to traditional marketing metrics Plan a balance of news, marketing, networking and customer service tweets Post a terms of service on your page to set ground rules for conversation Add influence scoring to your measurement 96