Omi summit 2013 social media landscape by todd wilms
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Transcript of Omi summit 2013 social media landscape by todd wilms
Social Media Marketing Landscape: Competitive Strategies and Tactics for 2013
Todd Wilms
Digital, Social, Communities
SAP
Social Media Marketing Landscape:
Competitive Tactics & Strategies for 2013
Speaker: Todd Wilms, Digital, Social, Communities, SAP Session Description:
Keeping up with the Joneses? Not anymore. What matters these days is keeping up with social media! The choices are endless and no matter what the platform or technology, everyone seems to have cracked the code to social media success. Even with all the success we've seen, staying on top is not easy in this constantly evolving landscape. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2013. Interested in where it is all going? What should be in store for you for the next year? This session is not predictive – there is no crystal ball -- but what Todd can do is share insight to help you stop reacting to the market and develop the program you want for your brand and for your audiences. It’s not simple, but we can make it easier!
In this session you will learn:
How to develop a program for you that is manageable
How to find your audience today and where they are going tomorrow
What others are doing similar to you, what others are doing you should avoid
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Agenda:
The Goldrush . . . Again
3 P’s:
• Platforms
• People
• Power
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1. Social Media for SAP
2. Speaker
3. Writer on Forbes
4. Been Doing This Awhile
5. Husband and Dad
6. Enjoys the Bay Area
7. Fun Fact: Bodyguard for a U.S. Women’s
Gymnastics Team
7 Things About Your Speaker
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#OMISummit @toddmwilms Thank you @NetBase
Platforms
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The Big Three . . .
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. . . And Google +
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Are you spending time getting your brand on Second Life?
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notes
How about Friendster?
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Flavor of the Moment
• Second Life
• Quora
• G+
• MySpace
• Foursquare
• Friendster
• Fab
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Avoid The “Flavor of the Moment”
Think Goals
Think Audience
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People
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People
“The problem is focusing on
scoring. Just like it would be
inappropriate to base all of
your decisions on someone
based on their credit score,
a measure of social influence
is just one aspect, but it is
certainly not a measure of
everything.”
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Influence In Your Own Way
• Be Your Own Measure
• Aspire, But Don’t Compare
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Power
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No jokes – Just real life
The Un-apology If a tweet falls in the woods …
This move is “out of fashion”
One of the world’s largest oil companies (this time not BP), didn’t see the need for a Twitter account – so Greenpeace created one for them. For 6 weeks they broadcast to the world how this company was destroying the planet from the “companies own” twitter handle.
“There's no one who wants this over more than I do. I would like my life back” – BP’s Tony Hayward
During violent protests in Egypt early in the year, fashion designer Kenneth Cole personally tweeted . . . "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is available online."
Friends don’t let friends drink and tweet . . .
“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the company's social-media agency had got confused about which account he was logged into and while drinking one Friday night …
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Awareness Threshold
Anti- “Love Story” “Social Means Having To Say You Are Sorry”
Movement
Protest
Rally
Angst
Irritation
Letter / Op- Ed
Communal Annoyance
Vote with Wallet
Pre-Social: Raised to level of awareness by leaders
Pre-Social: May be invisible to leaders
Post-Social: Easily visible to leaders
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FedEx – Which is more fun to watch?
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FedEx Stock Price: Nov 2011 – Mar 2012
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Dec 19th: Video hits YouTube
Dec 21: Formal YouTube Apology
Coverage slows to a crawl
Rules for Crisis Social Communications
Tone
1. Be Humbled
2. Be Real
3. Be Honest
4. Be Direct/Smart
Direction
5. Take Action
6. Learn from Mistakes
7. Steps to Ensure . . .
8. Where to go for . . .
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Air Force Web Posting Response Assessment
LET POST
STAND
No response
Discover Blog or Twitter Post
Has someone discovered a blog post
about SAP? Is it a positive post?
Evaluate “TROLLS”
Is this site dedicated to bashing & degrading others?
“RAGER”
Is this post a rant, rage, joke, ridicule or satirical?
“MISGUIDED”
Are there erroneous facts in the post?
“UNHAPPY CUSTOMER”
Is the post a result of a negative experience from stakeholder(s)
CONCUR
A factual well cited
response, which
may agree or
disagree w/post, yet
is not negative
SHARE SUCCESS
Proactively share your
story & mission w/blog
N MONITOR ONLY
Avoid responding / monitor for relevant info
FIX THE FACTS
Respond w/factual info directly
(see blog response considerations below)
RESTORATION
Rectify the situation, respond and act upon
a reasonable solution.
See blog response considerations below.
FINAL EVALUATION
Base response on present
circumstances, influence and
prominence. Will you respond?
TRANSPARENCY
Disclose your SAP
Affiliation
SOURCING
Cite your sources
by including links,
video, images,
other references
TIMELINESS
Take time to create a good response – 24 hours maximum
INFLUENCE
Focus on the most
influential blogs
related to SAP
TONE
Respond in a tone
that reflects highly
on SAP
Respond
Considerations
LET POST
STAND
No response
N
N
N
N
N
N
Y
Y
Y
Y
Y
Y
Y Y
Y
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1. Listen
2. Understand Social Influence
3. Build Communities
4. Humanize Your Brand
Proactive
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Listen
“Take the megaphone away from your mouth; put it to your ear” -SAP CMO Jonathan Becher
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Understand Social Influence
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Build Communities
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Humanize Your Brand
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Our customers
produce more than
72% of the world’s
beer.
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Our customers
produce more than
86% of the world’s
athletic footwear.
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1. Don’t Compare Today with Yesterday
2. Platforms Less Collaborative
3. Power: Understand Influencers
4. People: Consumers Flexing New Muscles
4 Key Takeaways
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Address the 3 P’s in your organization
Resources to help:
• OMI
• Digital Media Summit Sessions / Speakers
• Practical Advice: Social Media
Examiner/Mashable
• Pay-It-Forward / “Social” Media
Next Steps:
#OMISummit @toddmwilms
www.onlinemarketinginstitute.org
Todd Wilms:
@toddmwilms
www.linkedin.com/in/toddwilms
Thank You
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