SxSW Downloaded 2011
-
Upload
open-channels-group -
Category
Education
-
view
439 -
download
5
description
Transcript of SxSW Downloaded 2011
OPEN CHANNELS GROUP
May 6, 2011
SxSW Downloaded
OPEN CHANNELS GROUP
OPEN CHANNELS GROUP
Social Media Celebs & Jake Gyllenhaal
OPEN CHANNELS GROUP
#frisbeetweet, #secretwinepary& a trailer park
OPEN CHANNELS GROUP
Saying it ShortHelen Klien Ross (@adbroad, @bettydraper)
• The less you say, the more they'll remember.
• You have to find a way to make what you’re saying stand out.
• If you're trying to write, unplug!
OPEN CHANNELS GROUP
1.Make a story our brains are wired for stories.
2.Make every word count.oData: The king died. Then, the queen.o Story: The king died. Then, the queen
died of grief.3.Consider the target.4.Keep it simple.
o Just because you have 140 characters, doesn't mean you have to use them.
5. Say it different.
OPEN CHANNELS GROUP
Social Media: The Next Generation of Business
EngagementDave Evans (@EvansDave), Jake McKee (@JakeMckee )
• Identify and focus on process, metrics and measurements applicable to your business objectives.o Tie social to all other business
initiatives.• Engagement isn't a click on a
banner, it's a conversation!• ROI - think about the purpose of the
investment first; what are we trying to measure.
OPEN CHANNELS GROUP
Detractors• There are some people
you cannot engage.• Engaging determined
detractors only amplifies their voice.
• There are some people you cannot engage.
• Engaging determined detractors only amplifies their voice.
• What to do if a detractor posts (or a rumor posts) on your page?
• How far do you let a determined detractor go?
OPEN CHANNELS GROUP
Customer Experience: Future Trends and Insights
• Loyalty is an emotional attachment.• What emotions are you trying to
evoke in your customers/clients?• How do you pick out what your
customers/clients really want?• What is your subconscious
message?
OPEN CHANNELS GROUP
#FAIL: Social Media PR Disasters
Marla Erwin (@MarlaErwin)
OPEN CHANNELS GROUP
OPEN CHANNELS GROUP
OPEN CHANNELS GROUP
OPEN CHANNELS GROUP
OPEN CHANNELS GROUP
OPEN CHANNELS GROUP
OPEN CHANNELS GROUP
OPEN CHANNELS GROUP
OPEN CHANNELS GROUP
The Striesand EffectA primarily online phenomenon in which an attempt to hide or remove a piece of information has the unintended consequence of publicizing the information more widely.
OPEN CHANNELS GROUP
The lesson?
Don’t broadcast your mistakes
andknow when…
OPEN CHANNELS GROUP
Fight social media fire with social media
water.
OPEN CHANNELS GROUP
• You cannot measure ROI as one specific thing; measure ROI of whole marketing.
• Three metrics the C-Suite cares about:o How much did we make?o How much did we save?o How happy are our customers/clients?
• Add a layer of reality to understanding analytics.
• Measure more over time and trends.• Building true followers is an organic process.• You have to compel them to click "like.”
Measuring Social Media Let's Get Serious
OPEN CHANNELS GROUP
Creating, Curation and the Ethics of Content Strategy
Margot Bloomstein (@mbloomstein)
CREATION• Creation is the act of making new meaning
from the world and often times sharing it with others.
• If we're not creating new meaning, we're just adding to the noise.
• What is our content strategy's point of view?• Point of view:
o How visible is your point of view?o What is the bias or perspective they're
bringing?
OPEN CHANNELS GROUP
CURATION• Curation is an act of creating new
meaning by combining existing content with new perspective.
• Human vs. automation• Shape the visitors experience:
pair things, create groups and consider scale.
• Perspective is a unique purview of humans; without that (perspective), it's just aggregation.
OPEN CHANNELS GROUP
• "You cannot not communicate."oWe need to own that process.
• Curation with intention.
• Communication with intention.
OPEN CHANNELS GROUP
The Thank You EconomyGary Vaynerchuk (@garyvee)
• From the beginning of time until 2003; the same amount of content is being created every 48 hours.
• Legitimately care first!
OPEN CHANNELS GROUP
• Hit an emotional center.
• When you take it outside the context of what you do, that takes it to a different level.
OPEN CHANNELS GROUP
• Don't try to close in one minute (like a 19 year old boy), you need patience!
• People hear social media and they just want to push. oYou can't just push!!
OPEN CHANNELS GROUP
• Old Spice guy campaign a fail; all they did was push.
• Social media is not a fad because it's human.
OPEN CHANNELS GROUP
“It's not how many followers you have, it's how many followers engage and give a sh*t about you.”
- Gary Vee
OPEN CHANNELS GROUP