Social Media Success Summit 2010 was back in session yesterday, May 18th. The day included three more noteworthy sessions that in many ways built on and reinforced what was discussed in the prior sessions with one major exception: The inclusion of mobile marketing and its role in social media.
Day 5’s three sessions included:
- 8 Steps to Creating a Winning Social Media Strategy
- How Mobile Marketing Can Improve Your Social Marketing
- The Future of Social Media
Session 1: 8 Steps to Creating a Winning Social Media Strategy
Panel: Jay Baer
For me, this session augmented Jason Falls’ presentation from Day 2, Five Ways to Measure Social Media Marketing Success, although it was more about strategizing and less about measurement.
Baer presented his eight-step process for developing a strong social media strategy:
- Build an ark. Create a cross-functional team for social media. Focus more on passion than on job titles when building that team.
- Listen. What’s being said about your and your competitors, who’s saying it and where is it being said?
- What’s the point? No one said you HAD to do social media. What’s your purpose for being social?
- Who is your audience? People move along a continuum when interacting with your brand, from the initial stages when they’ve never heard of you, to an awareness stage in which they know who you are but aren’t doing anything about it, to a first-time purchase or connection, to becoming a repeat purchaser and then to becoming a loyal brand advocate and enthusiast. Where is your target audience along this continuum and how will you get them to move to the next stage?
- How does your audience use social media? Are they: creators, conversationalists, critics, collectors, joiners or spectators? Most will fall into more than one category. Forrester Research has a tool you can use to determine how your target demographic uses social media at: http://forrester.com/Groundswell/profile_tool.html.
- What’s your one thing? Determine what’s noteworthy about you or your brand and make it the soul of your social media program.
- Select outposts. For example: If your blog is your “home” for social media – the primary place where you want people to go as a result of your efforts, you need to determine which sources will become your outposts, such as Twitter, Facebook, YouTube, etc. to drive them there.
- Measure the impact of your social media efforts. The metrics you use are determined by your purpose in engaging in social media: awareness, sales or loyalty.
Main Session Takeaways:
- Don’t assume that Facebook, Twitter and YouTube will dominate social media forever. Back in 1999, Yahoo had the lion’s share of the market for search. Google wasn’t anywhere to be found yet. Today, Google has nearly all the market share.
- Worry about tools LAST, not first. First worry how you are going to BE social, then worry about the tools that will deliver for you.
- Make sure you and your team know why you are doing social media (awareness, sales or loyalty) and make it your focus, along with your “one thing”.
- With social media, passion has to trump position. Empower those with the passion to speak for your brand and make decisions.
- Social media doesn’t create buzz: It uncovers it.
- You need to make people passionate about your brand and use social media to make people feel it. Apple’s not about computers, it’s about innovation; Volvo’s not about cars, it’s about safety. (Branding basics)
- Put a human face on your social efforts. Social media is about people, not logos; team photos trump logos; people drive kinship, not logos. You’ll remember Jared from Subway far longer than you’ll remember Subway’s 6 (subs) under 6 (grams of fat) campaign.
- Outposts are like your “forward guard”. Use them to move customers from awareness to action (sales) or from action (sales) to advocacy.
- Don’t overlook micro niche social outlets, like forums or other smaller places that don’t have as many people. What’s important is how many of your customers are there – not how many people are there in total.
- (From the Q & A) If you want to be successful with social media in the future, there isn’t a shortcut and you’ll need to make the time to do it. Remember when we wondered where we’d find the time to handle all of our email? We managed to do it. Now we need to make the time to handle social media outreach.
Session 2: How Mobile Marketing Can Improve Your Social Marketing
Presenter: Kim Dushinski
Dushinski is the author of The Mobile Marketing Handbook. Here presentation was very enlightening.
- 75% do NOT yet have smart phones.
- The Facebook mobile user community grew from 20 million users to 100 million users in just one year from February 2009 to February 2010
The presentation started with a discussion of what mobile marketing is and what it is not. An overview of available tools for the mobile marketer included:
- Text messaging
- Mobile websites
- Location-based services (like Foursquare)
- Mobile email
- Mobile advertising (a growing area that’s becoming increasingly important, especially with Google AdWords and now with Google’s recent acquisition of AdMob)
- Downloadable content – ring tones, games, etc.
Social media outlets, including Twitter and Facebook, already provide built-in tools for mobile marketing.
Mobile marketing is governed by stricter laws and regulations than other types of marketing, all of which you need to be aware of and comply with to the letter. For this reason, you can’t buy or rent lists for mobile marketing purposes and you will always need to start with no one on your list. Restrictions that apply to mobile marketing come from:
- Advertising laws
- Telecommunications law
- Mobile-specific law
- Cell phone/wireless carrier policies
- Several states also have anti-spam laws that apply to mobile.
Main Session Takeaways:
- Mobile marketing is about businesses communicating with consumers on their mobile phones, with their EXPLICIT PERMISSION, at the right time, at the right place, while providing RELEVANT value.
- Mobile marketing is NOT a stand alone marketing tool; it is NOT about sending unwanted messages; and it is NOT a get-rich-quick scheme. Always follow the golden rule: Would you want your message coming in on YOUR phone?
- If you are involved with social media or send email you are already doing mobile marketing because a growing number of people are using mobile to access social outlets and their email.
- Unlike other forms of marketing, with mobile you are with someone wherever they may be, even by their bedside.
- Every link you post might be clicked on from a mobile device. Make sure your site is mobile ready.
- If you’re going to use Twitter with mobile marketing, create a specific Twitter account meant for SMS (text messaging). Make sure you give people a good reason to follow you on mobile.
- Don’t break any laws and follow best practices guidelines from the Mobile Marketing Association (mmaglobal.com/bestpractices.pdf). www.mobilemarketer.com, an online mobile marketing magazine is also a recommended resource.
Session 3: The Future of Social Media
Presenter: Steve Rubel (SVP, Director of Insights, Edelman Digital)
This was the fastest presentation of the entire Social Media Summit to date, surpassing even Mari Smith’s excellent but speedy Optimizing Your Facebook Fan Page for Profits presentation on Day 2.
This session had been rescheduled from an earlier date and there may be reasons of which I’m not aware that forced the presentation to take place at breakneck speed. Ironically, Rubel pointed out in his presentation that the flow of information in today’s world seems like it’s coming from a fire hose and the pace of his presentation seemed to be a fair example of that.
The overall theme of this presentation was that in today’s world, specific technologies and technology providers get all the attention, yet they’re fleeting. Instead, the focus should be on trends, which develop more slowly and are often timeless.
Three big trends today
- Marketing in the age of streams makes real-time engagement imperative. No longer do we browse from site to site, but instead we focus our attention on information streams provided by news and informational sites. As information travels downstream, it is constantly pulling at us, making it difficult for any one brand to stand out in the stream. Because the human attention span is finite, this fire hose of information creates extreme challenges. As a result, people need to hear things many times from multiple sources for the message to sink in.
- The Googlization of media: Building a digitally visible business is imperative. All roads to content lead through Google, either through paid search (AdWords), owned search (ranking high in Google’s natural results through SEO), earned search – the content you generate via media publishing, blog posts, conversations about you on social media, etc. – through Google’s real-time results and social search, such as YouTube search.
- Quality content and social connections drive digital visibility. This is the data decade that offers do-it-yourself insights and situational awareness. Increasingly, machines will show us what we don’t know.
Main Session Takeaways:
- Focus on trends, but leverage the technologies. Don’t chase technology.
- To stand out in the river of information, build a bigger boat. Establish digital “embassies” and empower your employees to become “ambassadors”.
- Embrace multiplicity and diversity. Use the force, don’t fight it.
- You need to create content that gets linked to, discussed, remixed, etc. It’s about how much social engagement there is, and you will see a lot more of that.
- Tap into free tools like Google Insights for Search and YouTube Insights and become a data junkie. Look for unmet needs and use the data to plan products and campaigns.
- Map networks and learn to use them efficiently and effectively.
- Google knows more about you than your own mother.
Did you attend any of these sessions at the Social Media Success Summit 2010? If so, what were your takeaways. If not, what are your thoughts on the topics discussed in these sessions and your thoughts on mobile marketing, social media marketing, creating a winning social media strategy and the future of social media?