Last week I ventured up to Tampa, FL for a social media conference called Social Fresh (see Twitter @sofresh) for info on this and other events they are coordinating around the country.). Stoked to get a $120 off coupon (thanks to the event coordinator monitoring their Twitter feed as a friend of mine and I chatted about the cost being a bit prohibitive) I gleefully – this could be an exaggeration - left my house at 5:00 a.m. to get there in time for coffee, bagels and meet and greet prior to kick off.
I was not to be disappointed! With speakers from GM, InterContinental Hotel Group, Brains on Fire and more, Social Fresh gathered some of the major engines running successful social media (from a marketing perspective) and put them together for one big brain dump.
I dutifully tweeted the entire time (see #sofresh for commentary from me and other guests) and took notes. I’ve broken them down below by speaker and will be posting them weekly – Here’s your first dose. Hopefully you can take something away vicariously and perhaps plan to attend a Social Fresh in the future.
Brains on Fire
WOM Marketing & Social Media
Common Strategy – this DOESN’T work. Or, if it does, it’s only a little.
- Blogger Outreach
- Facebook fan page
Average ROI advertising is less than 4%… Think about it! If you talked to people in real life like you do in advertising, you’d get punched in the face.
90% of WOM is offline – something to consider as social media isn’t the cure all for ALL clients. Are their/your customers even on Twitter? If yes, you/they should you be there.
Factoids for safe keeping:
- 80% of Twitter accounts are non-active!
- SM will never replace face-to-face interactions.
- Advertising is for awareness. WOM is for credibility.
- “Advertising is the tax that you pay for being an unremarkable brand.”
- “Above all, find a way to be RELEVANT to your consumer.”
Language – change it in house and OUT, with customers, clients, etc.
- Campaign – war vocabulary. No wonder people don’t trust us
- Movement – Fans, inspirations, kindred spirits, grassroots, passion, love
Movements are other people talking about you. They are volume dials. No 0 on the dial, or off switch.
Campaigns = us vs. them. We’re going to get them to do something.
Movement – All the rules of friendship should apply. You don’t MAKE your friends do anything. They will tell you the truth.
10 Lessons Learned by igniting brand ambassador movements
- Movements are about the PASSION conversation, not the PRODUCT conversation.
- Re-frame the conversation. Instead of talking about not smoking, they created a place for a conversation
- Movements begin with the first conversation.
- We participate in people’s lives. 90% of WOM happens offline, get engaged to learn what they are into, what they think.
- ScoutLab, Radian6 – good listening tools/companies
2. We’d rather find someone deeply passionate about something than really influential.
- With SM now, we can MAKE someone influential. Just give them the tools.
- Works better than giving away free product and asking them to talk about it.
- Influential will talk about you now, then move on. Passionate will continue talking about it.
3. Passion can’t be created.
4. Movements Require a Barrier to Entry
- People who want to be a Fiskateer have to ask via online form. Then, they get a response within 24 hours & have to reply why they want to be a part of it or no entry.
- It’s not about the numbers. It’s about the engagement and passion.
5. Movements Empower people with knowledge
- About themselves
- The product
- Social media, marketing, etc.
6. Movements have powerful identities
- Fundamentally, everyone wants to be a part of something bigger than themselves. Everyone wants to be bigger than they are.
- I am a ______. Our job as marketers is filling in that blank. We have to bond our clients & their customers together.
7. Movements encourage shared ownership
8. Movements make advocates feel like rock stars.
- Sometimes it’s just sitting down, talking to them and letting them know you’re listening to them.
- Special handles, engraved. Welcome kit, etc.
9. Users know the brand better than we do. Leverage this.
10. Movements live online & offline
- Save money on focus groups
- Save money on R&D because we get free ideas from the group
- Save money on customer services because people are talking about what’s wrong and how they fixed it, etc.
- Measure success in the ways we save money too.
- Movements fight an injustice