Line Vittrup November 2nd, 2009

  Where do we find chatter?

  What are the characteristics of chatter?

  How can organizations utilize chatter?

  In our (PIFU) perspective, how could we use this?

  Creating a social media campaign

Technologies… (Where do we find chatter?)

  Twitter

  Facebook

  Blogs

  LinkedIn

  Wikis

  …etc.

  Twitter is a microblogging tool, which allows ‘tweeters’ to send out messages, or tweets, of up to 140 characters.

  Started in March 2006, and now has six million unique monthly visitors

  Connecting with customers on Twitter - 9 tips for success 1.   Invest – spend time

2.   Manage – manage your account

3.   Watch – follow ongoing hashtag (#) conversations 4.   Listen – us the Twitter search function

5.   Speak - create a continuous flow of tweets 6.   Optimize for keywords – include relevant key

phrases

7.   Identify – make your tweets personal 8.   Learn – learn from others and apply to your business

9.   Grow – let your customers know you are on twitter

  Organizations use Facebook for reaching their target

audience

  ‘Fan pages’ or corporate profiles are used to…

◦  …promote the organizations

◦  …provide updates for fans

◦  …announce competitions

◦  …etc

  Updates from your ‘fan pages’ are posted in your personal

profile, i.e. it becomes yet another channel for

communication

  The Cisco fan page…

 Coca-Cola’s fan page:

  How does LinkedIn compare with other social networks?

“LinkedIn is the office, Facebook is the barbecue in the backyard, and MySpace is the bar”

(Reid Hoffman, CEO of LinkedIn – referring to the three major social networking sites)

  50 million users worldwide

  ‘Company profiles’ on LinkedIn serve a somewhat different purpose than ‘fan pages’ on FB:

◦  The users of LinkedIn are demographically different than Facebook

◦  Groups in LinkedIn are concerned with company news, knowledge sharing, and discussions are more specialized

◦  LinkedIn groups (and profiles) are also highly used for recruitment

◦  Non-profits make use of LinkedIn (see resources)

  We have heard about blogging from a corporate

perspective, but what about personal blogs?

◦  133 million blogs worldwide

◦  33% of Danes read blogs, and 18% write blog entries

◦  These are ‘free’ channels, where people can utter their

opinions

◦  Corporations should consider monitoring blogs (search

via Google), and make sure that they are engaging when

necessary

  How NOT to use blogs…

  Wikis are used for internal knowledge sharing in corporations globally

◦  Knowledge sharing

◦  Collaboration on projects

◦  Communities

◦  Maintaining relationships

  Dell Enterprise Technology Center

◦  External wiki used for support

◦  Ask the experts or become an expert

◦  Drives down costs in terms of customer service

  Public wikis… ◦ Wikis set up by private people ◦ Used to discuss topics of their interest ◦ See a list of public wikis at: http://www.wikiindex.org

◦ Example of public wiki – Mafia Wars Wiki:

 So, what is ‘chatter’? ◦  It is the voice of the groundswell

◦ Objective and honest opinions (good and bad!)

◦ An opportunity for companies to gain an insight into the minds of their target audience

◦  ‘Chatter’ is often found in social networking sites such as Facebook, Twitter and LinkedIn…

“Freeconomics” &

“Social Networking”

“Networking is a business, so start investing now!” (Madeleine Albright)

  Good networking is about being at the right place at the right time, and being able to provide useful information and helping others.

  Social capital is the driver behind social networking sites such as Facebook – they want to communicate with people, not companies.

  “Freeconomics” is a term used to describe the

business of making business by giving things away

for free…

◦  “Give away 90% and charge 100% for the remaining 10%”

  As with social networking, ‘freeconomics’ is the idea

that you need to give, in order to receive

  PIFU’s mantra is ‘Pay It Forward’ and may therefore

be able to tap into this idea of ‘freeconomics’ and

social capital

  Monty Python – in response to the many poor quality versions being uploaded to Youtube – decided to make most of their shows “free”

  They uploaded their videos in HD quality

  Result – a major (23000%) increase in sales of their more than 30 year old movies!

Utilizing the chatter…

  We can talk to our target audience, we can listen to tem, but most importantly, we can engage them. So…

◦  How do we listen to them?

◦  How do we talk to them?

◦  How do we engage them?

  Keywords to remember:

◦  Credibility

◦  Authenticity

◦  Relevance

  Almost 20% of all updates on Twitter are concerned with a specific brand/company

◦  A search function in Twitter allows you to track tweets

  By listening to your consumers (future and current), you will gain an insight into your brand and products

  It is a free insight into your target audience – no need for expensive focus groups and surveys

  Important to listen…

“Customers…are engaged in conversations on blogs, in

discussion forums, and in social networking sites. Your

company can participate in these places, but shouting

doesn’t work. Conversations do.” (Li & Bernoff, p. 102)

  Talking to the groundswell entails a good deal of listening

first:

◦  Find out where they are talking, listen to them, and then start

talking to them

◦  Exclude all commercial talk – remember, the driver behind social

networking is social capital (people-to-people conversations)

  Four ways to talk to the groundswell (Li & Bernoff, p. 102.103):

1.  Post a viral video 2.  Engage in social networks and user-generated

content sites (conversations vs. shouting) 3.  Join the blogosphere (start your own blog as well as

listen to and respond to other blogs) 4.  Create a community (social capital)

  WIFM – What’s in it for me?

◦  A key point to remember when trying to engage your target audience

  Salesforce.com have engaged their customers in the development of their product (CRM)

◦  Customers are asked to post ideas on their website, vote for good ideas and comment on them as well

◦ WIFM? A better product…

  IdeaExhcange at Salesforce.com:

 MyStarbucksIdea…

  HOWEVER, engaging with your target audience also means to go where they are:

◦  Find them on Twitter, social networking sites and in discussion fora

◦  Listen to them and their concerns, questions and ideas, and engage yourself in a conversation with them

  In response to Starbuck’s FB fan page, Chris Bruzzo (VP of brand, content and online) said:

“If you approach it as a marketing channel, you can only go so far. If you approach it as a customer relationship and as a multi-faceted human connection between Starbucks and customers, we can have more than a conversation about products – it can be a customer-insight channel and we can learn things from them.”

PIFU…

Suggestions from the class – discussion:

  PIFU is in need of increased awareness. How can

we utilize groundswell chatter?

◦  Blog?

◦  Twitter?

◦  Facebook?

◦  LinkedIn?

  LinkedIn: ◦ LinkedIn Learning Center ◦ Free webinar on using LinkedIn for non-profits

  Twitter: ◦  “10 popular hashtags for non-profits”

Creating a social media campaign…

Four parts to a social media campaign:

1.  Know your costumers (who are they, where and why

do they use social media?)

2.  What is your goal? Do you want to listen or engage?

3.  Does your campaign have a well defined role compared

to your overall communications strategy?

4.  Which technology supports your goal, strategy and

target audience?

It is important for organizations…

◦  …to accept the open dialogue we find in social media

◦  …to understand that social capital is the driver behind

social networking sites such as Facebook – they want to

communicate with people, not companies

◦  …to remember that if you give a lot, you will receive a lot

(freeconomics)

More resources…

  Good books to read:

◦  Anderson: “Free”

◦  Anderson: “The long tail”

◦  Tapscott & Williams: “Wikinomics”

  Burston-Marsteller report: http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=128

  ”Markedsføring” 27.10.09 (p. 12-18)

  Wikinomics

  Groundswell

  WARC.com – news updates on advertising trends (daily)