Reaching lots of people is good. Reaching the right people is better.
“I do not regard advertising as entertainment or art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” – David Ogilvy
Posiblemente este tema ya este más que repetido pero bueno ya sabéis lo que me ha pasado: he encontrado un artículo, investigando he llegado a una cuenta de twitter y luego un blog con una serie de presentaciones. Y me ha encantado lo que contaba y como lo contaba, él es Matt Granfield.
Su ídea de Social Media Strategy es muy muy correcta (puede que no innovadora):
“Step 1: Gather the conversations
Use social media monitoring tools, to collect relevant snippets of conversations happening about your brand, industry and competitors online. Depending on the level of activity that you are monitoring, a three to four week collection period should be enough to give you an overview of the type of conversations taking place.
Step 2: Analyse the conversations
Once you’ve got a pile of dialogue sitting in front of you, sort them out and look for trends. Are they all positive? Are the mostly negative? Are they all by women? Figure out what they’re talking about, what the sentiment towards your brand is, what platforms people are using to talk and the type of people engaging in the conversation.
Step 3: Review your brand’s personality
At some stage you (or someone before you) would have probably gone through a formal process of defining your brand’s values. You may have discussed what movie star your brand would be (George Clooney of course, every brand says they are George Clooney; smart, sophisticated, sense of humour, popular, ladies want you, men want to be you, mature, but still fun, has a mansion in Lake Como; I want to be George Clooney, why wouldn’t your brand?), what car your brand would drive (hope it’s not a Volvo), what your brand would do on weekends for fun (sprightly dinner party with lively conversation anyone?) and where your brand fits on a circular diagram with other similar brands (let me guess, you’re in the middle). Dig up those diagrams, go through the reports and remind yourself where you want to be and what sort of personality your brand has.
If you’ve never been through a formal brand identity process, now would be a good time. You can hire a big-name branding consultant with an extensive collection of thick whiteboard markers, or just write you and your competitors names on a set of darts and throw them at a copy of Who Weekly and you’ll get basically the same results.
Step 4: Compare personality vs. reality
Compare where you want to be with what people are actually saying about you. If people are talking about your brand as if it’s George Clooney, you win. If people are comparing your brand to George Bush, you have some work to do.
Step 5: Develop social media objectives
Subtract the reality from your ideal personality and you’ll know what you should be aiming for. If your brand is talked about positively and seems to have lots of fans, your goals should be to build relationships with and turn your fans into brand ambassadors. They’ll be likely to sign up to a Facebook page, they’ll want your newsletter and they’ll be over the moon if you give them opportunities to connect with you – make it a goal to build a database of fans and give them access to your brand.
If things aren’t so good and you have a bunch of hecklers out there, your goals should be to understand the problems and start owning the conversation. Let people know that you are listening and give them opportunities to air their dirty laundry in more appropriate places.
If you’re not being talked about at all, your goal should be conversation creation. Start working with your marketing team, your boss, your PR agency or your ad agency and get people talking about you. Give them reasons to talk. Start being remarkable.
In each objective work out:
- What you’d ideally like the conversations to be about?
- Where you want them to do the talking?
- What you want to change?
- How much it will cost?
- How long you think it will take to get there?
- What you need to do differently to make it happen?
- How you will measure success?
- How you are going to monitor progress?
Step 6: Get advice
Once you have some goals in place, not is the time to engage a social media expert, ask your PR company. Speak to your ad agency. Hire an in-house social media manager. Join LinkedIn and start making friends with people who know the space. Make sure you ask for credentials though, there are a million social media ‘strategists’ out there, but few who have helped companies achieve real results that have benefitted the brand.
Signs of an expert social media advisor include:
- Quantifiable results
- Happy clients, the bigger the better (and usually the more expensive)
- Press coverage
- Peer praise
- A history of working in marketing/advertising/PR before the words ‘social media’ were used in the same sentence, and
- A lively, insightful blog and/or Twitter account.
Step 7: Review
Once you’ve started actioning strategies to achieve your goals, go back to step one and start keeping a close eye on social media conversations. Look at the objectives that have been set and monitor the progress and relevance of what you are doing.
If you’re not meeting your goals in a realistic timeframe, revisit your objectives and explore alternative approaches. Assess the levels of conversation in terms of volume, content and sentiment.
If you’ve started to meet your goals you’ll notice that people are talking about you more often, and they’ll be saying nice things too. If they’re not, you’re doing something wrong somewhere and you’ll have to set some different goals. Having a boring brand is no excuse ether, blenders and canned fish have been two of the most talked-about products this century thanks to the stories those marketers have attached to them.”
Lo dicho hasta aquí muy bien explicado pero tal vez poco novedoso. Lo más interesante a mi gusto viene a partir de aquí. No se trata de crear una estrategia para escuchar y conversar, sino que se trata de establecer esa estrategia pare encontrar a los más influyentes, y así escuchar y conversar con ellos, porque ellos pueden conversar sobre ti y lo más importante recomendarte.
“Step one: Find the people already talking about your brand.
It seems obvious, but the people most likely to spread positive word of mouth about your brand online are the ones who already are. Use a social media monitoring tool to find the conversations and either pay for one that rates sentiment and builds influencer profiles, or do the hard yards and make a spreadsheet for yourself. The more positive – the better. If they’re a massive fan of your brand they’ll be more than happy to spread the word. The same is true for the reverse – if they hate you, they won’t be shy letting the world know. If you can’t find anyone talking about your brand that’s OK, just move on to step two.
Step two: Find the people talking about your competitors
Do exactly the same thing as you did in step one, but change the names of the brands around. Fans of Coke definitely won’t love Pepsi and fans of one football team probably hate another, but they’re still strong influencers for your brand. Like the old saying goes, keep your friends close and your enemies closer.
Step three: Find the people talking about your industry
Social media monitoring applies here too. Use keywords relevant to your industry and find the people discussing the issues you face. People having general discussions about whatever it is you do usually won’t be as compelled to spread the good word about your brand as those who love you (or your competitor), but they’re the next best thing.
Step four: Figure out their social reach
You should have a list of people by now (even if they all have names like Kitty1981 and MrFantaPants). Cut and past their names into column A of a spreadsheet and then write their number of Twitter followers, Facebook friends, MySpace buddies and so on and so forth in the columns to the right. Get on Technorati and write in their blog scores, write down their number of LinkedIn connections and use any other relevant metrics you can find to figure out the raw number of people on the receiving end of their musings.
Step five: Find out who is actually listening to them
Ashton Kutcher has over a million Twitter followers but most of them are probably voyeurs. Just because he says jump doesn’t mean anyone asks ‘how high’? The best way to determine someone’s true influence over their peers depends on the social networks they are active in, how old they are and what you want to get out of them, but here’s a few tips:
- Use a tool like RetweetRank to figure out how often what they say is quoted by other people
- If you can see their Facebook profile, look at events they’ve created and see what percentage of their friends accepted invitations
- Check out their MySpace wall and see how often friends get in touch with them
- See how many recommendations they have on LinkedIn
- See how many posts they’ve made in forums, and
- See how many comments they get on their blog.
A few good social media monitoring tools can do this for you, but they’ll set you back around $1,500 a month. If that’s out of your price range, get in there and start copying and pasting yourself.
Step six: Crunch
Hopefully by now you’ve got goals set out in your social media strategy giving you some directions for moving forward. Figure out where you want to go and then start working out which people on your list of influencers are going to help you get there. If you make ice cream you’ll probably want to get the kids with the most MySpace friends on side. If you’re a professional resume writer LinkedIn is obviously going to bear you more fruit. Deciding how to start involving these people in your PR strategy requires a bit of forethought, but if you remember the golden rule of social media – treat your customers the same way you’d treat your friends – you’ll probably end up with a lot of them. You might even become one of the cool kids.”
Es el qúe, una social media strategy, un cómo, monitorizando, escuchando y buscando, y un porqué, encuentra a quien te puede recomendar porque estamos en la era en que la gente se fía más de las recomendaciones.
¿Os falta algo?¿lo véis aplicable a todas las marcas?¿si la marca es muy grande tal vez habría que dividirlo en mini acciones?