COMMUNICATION IN A DIGITAL NATION · Video is the new photo – live streaming becoming mainstream...
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COMMUNICATION IN A DIGITAL NATION
Transcript of COMMUNICATION IN A DIGITAL NATION · Video is the new photo – live streaming becoming mainstream...
C O M M U N I C A T I O N I N A D I G I T A L N A T I O N
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S IN C E WE ’ R E TA L K IN G S OC IA L …
&
5 D I G I TA L C O M M U N I C AT I O N T R E N D S :
I N S I D E R ’ S L O O K
1. Employee advocacy/influencer programs – builds huge trust among personal networks
2. Brands using internal social networks & social messaging apps – All about collaboration, convenience, personalization (Ex; Slack, WhatsApp, Snapchat)
3. Financial Services through social – P2P funding, accessing accounts through Facebook, crowdsourcing ideas/services
4. Video is the new photo – live streaming becoming mainstream 5. Humanness still reigns supreme – nothing beats real,
authentic and genuine; listen to what the audience wants and simply deliver. Pro Tip: Use the data you have from your audience to better serve their needs
P O W E R O F B R A N D A M B A S S A D O R S …
People who represent and talk about a brand or idea in a positive way, in front of lots of members of the community (i.e. friends and family)
92% of people trust peer recommendations
70% of people said
suggestions from friends and family directly led to
purchase decision
Research says only 33% of consumers trust a brand's messages alone, while 92% trust product or service recommendations from people they know. And content shared by employees receives 8 times more engagement than content shared by brand channels. A Brand Ambassador strategy enables your organization to use employees as evangelists for your brand.
• Select the right employees • Incentivize employees to excel in this work through gamification, rewards, top-
down leadership prioritization and personal development • Enable employees to share content to grow networks,
increase reputation and drive business results • Training and education is essential • Social media policy and rules of engagement • Measure and gauge success
B U I L D I N G A B R A N D A M B A S S A D O R S T R A T E G Y
T H E P O W E R O F V I D E O C O M M U N I C AT I O N … → "Most of the content 10 years ago was text, and then photos, and
now it’s quickly becoming videos," said Mark Zuckerberg, justifying Facebook's aggressive push into the area. "I just think that we’re going to be in a world a few years from now where the vast majority of the content that people consume online will be video.”
The Video Sites Millennials Can't Live Without
V I D E O S O U R C E S A N D A D S
V I D E O E X A M P L E S
→ How-to videos: How to Get Pre-Approved for a Mortgage (Seekers of “How-To” education is one of the biggest uses of YouTube)
→ Mission/Values driven videos: Some Choices Matter → Entertainment /‘Viral-factor’ videos: Save the Bros
(Organic Valley cooperative) → Education: It’s a Money Thing
U N TA P P E D O P P O R T U N I T I E S C O N S U M E R S E N T I M E N T A N D
TA P P I N G C R O W D C U LT U R E
→ Brands succeed when they break through in culture.
→ Digital technologies have not only created potent new social networks but also dramatically altered how culture works
→ Digital crowds now serve as very effective and prolific innovators of culture—a phenomenon called crowdculture.
G R O U P T H E R A P Y
→ What brings you to this session? → What are your biggest concerns regarding digital? → What do you seek further guidance on? → What makes you excited about this work? → What brand as a consumer delights you? Why?
D I S C U S S I O N P O I N T S
→ Customers cannot be truly loyal to you unless your brand has earned the right to be part of how they view themselves. If you have built that customer connection, loyalty is yours. -- Mark-Hans Richer CMO, Harley Davidson
→ Discuss:
→ Do you feel like your CU has built and fostered an environment of customer connection?
→ If so, how have you done this? Has social media or brand ambassadors/influencers played a role in your success?
→ If not, what will you do to build a better customer connection for your future success and to outlast new and existing competition?
T R E N D : B R A N D A M B A S S A D O R S
D I S C U S S I O N P O I N T S
→ What is really powerful about messaging platforms… and live video now, too, is that it gives people more intimate environments and more raw environments where you have a reason to just be yourself. It doesn’t need to feel like it’s super curated.” –Mark Zuckerberg
→ Discuss: → Do you create videos today? How-to videos, streaming content
/event videos, or mission driven videos? → If so, how are they working with other traditional marketing,
awareness and education efforts? Are you getting higher engagement?
→ If not, will you start using videos? Are you looking into how this strategy would fit into overall marketing and org-wide strategies?
T R E N D : V I D E O
D I S C U S S I O N P O I N T S
→ “Companies need to shift their focus away from the platforms themselves and toward the real locus of digital power—crowdcultures. They are creating more opportunities than ever for brands. Old Spice succeeded not with a Facebook strategy but with a strategy that leveraged the ironic hipster aesthetic. Chipotle succeeded not with a YouTube strategy but with products and communications that spoke to the preindustrial food movement. Organizations can once again win the battle for cultural relevance with cultural branding, which will allow them to tap into the power of the crowd.” –Harvard Business Review
→ Discuss:
→ Do you tap into the sentiment of your ‘crowds’? → If so, how have you done this? Has social media played a role? → If not, what will you do to build a following based on your values
and the sentiments of your ‘crowds’?
T R E N D : G E N U I N E B R A N D S T H A T S T A N D F O R S O M E T H I N G
Challenge: Solution:
Regulations and Compliance Social Media Policy
Ownership and Execution Education, Advisory Support: Assessment and Definitions
Resource / Staffing Concerns Strategy and Tactical Plan
Maintenance / Changing Environment Org-wide Buy-In / Support; Outside Expertise and Education
S TAT E O F S O C I A L F O R F I N S E R V I C E S “Investing in a social strategy now is the single best way to future-proof your business for the years ahead.” - Hootsuite CEO Ryan Holmes
O P P O R T U N I T I E S A H E A D
→ Further legitimizing your digital capabilities as a business → Prepare to not be left behind the FinTech tide → The “new way of doing finance’ is in the hands of
consumers: Gone are the days of businesses deciding what people want – by staying close to the trends you can be first to be relevant and useful…and profitable
S E S S I O N W R A P U P / TA K E - A W AY S
→ What ideas or information from your session made you sit up? → -- → --
→ What can we act on right away? → -- → --
→ What needs to happen next? → -- → --
A P P E N D I X A N D R E S O U R C E S
A N AT O M Y O F A S T R AT E G Y
Assessment: Know what you’re doing, what others are doing, decide what you can/want to use social media for and what you hope to gain from it.
Strategy: This is your “how to” guide to ensure you’re tracking to right outcomes, how you’ll know if you’re successful and provide framework for decision-making.
Expert Support & Refresh: This keeps your strategy always relevant in an environment that is constantly changing. Taking advantage of new opportunities and technologies to better achieve your goals.
S O C I A L M E D I A :
Filene Support:
S O C I A L M E D I A P L AY S M A N Y R O L E S :
→ Relationship tool: one of the only two-way conversation tools easily accessible by every member of every status 30%
→ Customer service channel: immediate (1-2 hours) solutions 20%
→ Digital brand presence and personality/voice: An org-wide support tool; helps support and enable all efforts, not just marketing 10%
→ Marketing: inseparable from overall marketing strategy, but more targeted, more dynamic, faster, cheaper 20%
→ Recruitment tool: not only attract, but reach and target specific demographics, skill sets, locations, experience levels 5%
→ Employee Advocacy: better leverage your biggest fans 10% → Other uses: product support, integrate into members use of
services (ex: snapchat alerts) 5%
I N T H E D I G I T A L F U T U R E
T Y P I C A L F O C U S E S F O R S O C I A L M E D I A U S E
Build Expertise / Reputation
Sales/Product Revenue
Attracting / Reaching
New Markets
Community Outreach / Education
Brand Awareness / Engagement
Serving Members
Holly Fearing // [email protected] // 608.213.5194 // For3 & Filene Research
S T R AT E G I C O B J E C T I V E S
→ Make more people aware of Filene / our work. → Encourage more organizations to participate in Filene
opportunities. → Drive more organizations to engage in Filene’s programs
which will transform consumer finance for the better. → Support all efforts of the organization to accomplish goals
in smart and strategically-designed approaches. → Elevate Filene’s expertise in social media strategy and
execution
I N P R A C T I C E : F I L E N E C A S E S T U D Y
S T R AT E G I C R E C O M M E N D AT I O N S
→ Increase social media posting frequency → Better execution on existing / new platforms → More original content creation → Showcase genuine Filene fun, expertise,
knowledge, transparency
I N P R A C T I C E : F I L E N E C A S E S T U D Y
R I S K S
R I S K O F N O T A D A P T I N G > R I S K O F A D A P T I N G
E X P E C T A T I O N S
E X E C U T I N G P L A T I N U M , G O L D O R S I L V E R
• 1-2 full time staff dedicated to running social media strategies and execution
• Larger budget for tools, monitoring, advertising and consulting experts
• Can manage basic channels plus blog, podcast, SEO, customer service, contests, give-aways, strategy mapping and measuring
• Can manage social PR efforts • Can run brand ambassadors and
influencers program
• 1 partially dedicated staff (10-20 hrs/week) running social media strategies and execution
• mid-size budget for tools, monitoring, and consultants; likely no ad budget, use free tools
• Can manage 4-5 social media channels plus blog/videos occasionally, but likely not podcast, customer service, brand influencer program or contests
• 2-10 hrs/wk; likely marketing staff with many other roles
• No or minimal budget for tools, monitoring; no advertising,; strategic consulting only when built in budget far in advance
• Can only maintain basic channel presence, less than ideal frequency and minimal engagement; no videos, campaigns, contests, programs.
R E S O U R C E / E F F O R T
A L I G N I N G E X P E C TAT I O N S T O E F F O R T
