SES NYC Session #6 - Social Media Marketing
Social Media Marketing - What is it and What is it Good For?
Marketing to and through social networks means humans are hot again. Not as directory editors; it’s Web 2.0 and your customers are in control. The old-fashioned media buy has gone bye-bye. Social Media marketing is fast emerging as a must-have in search strategies. Learn about the social search revolution, and hear case studies of how marketers have successfully promoted brands and products with it.
Moderator:
- Pauline Ores, SES Advisory Board and Senior Marketing Manager, Social Media Engagement, General Business, IBM Corporation
Speakers:
- Conn Fishburn, Director of Social Media Strategy, Yahoo! Inc.
- Don Steele, Director of Digital Marketing, Comedy Central
- Chris Winfield, President, 10e20, LLC
- Jory Des Jardins, Co-Founder & President of Strategic Alliances, BlogHer
- Chris Beland, Partner, Director, Interactive Marketing & Social Media Practice , Ogilvy Worldwide
Social Media Marketing (SMM):
Conn Fishburn - Yahoo!
The Web is morphing from an electronic version of a newspaper, etc. into a brand new medium in and of itself.
Part of that is the phenomenon that kids growing up now have never known a world without the Internet.
One way to think about the Net is that it’s all about people - *how can you have email if you don’t have someone to email?
Social Media is a milieu where the line between the brand and the consumer is very blurred; user generated content, posts, comments, sharing reviews, virual compaigns, et cetera.
<forest analogy again - see prior post>
How to play nice in Social Media: 1) Listen 2) become part of the conversation 3) bring some wine (something to the party) 4) Be good to your mother (?) 5) think holistically and 6) social media is here to stay!
Chris Beland:
Most people, studies show, highly value recommeendations from friends, user ratings, and expert opinions, i.e. what other people are saying about a product or service. (Social) This is now working it’s way into the B2B world.
3 points:
1. Listening (again) Passive (who is saying what) and Active (i.e speaking) listening
2. Advocacy - trying to influence the influencers
3. Unlock and unleash content -make it accesible
The Plan: Listen to online conversations (Omgili?), then enter the conversation - listen some more - then attempt to influence the influencers - listen some more. Listen along the entire campaign (including before and after the campaign).
<funny story>
Note to self: Talking too fast is not necessarily the speaker’s fault if they are asked to cover x amount of content in y amount of time. That is known as a unique rhetorical situation, and is not a particularly enviable one. But in the end, if you have x amount of time, you need to edit your material down to x amount as well.
Chris Winfield:
Discovery - many consumers /users do not know that you or your product exists, so obviously they cannot search for you.
de.icio.us - you find a great page, so you bookmark it and tag (describe with keywords) it, and then possibly share it.
del.icio.us counts may soon be incorporated into the Yahoo! search results, so one result on the search results page may have 35 del.icio.us bookmarks, and then the very next result may have 350 - which one would you click on?
SU - StumbleUpon - you vote on pages (thumbs up or thumbs down). Excellent source of traffic. <example>
digg - user driven, “democratic” content. Articles are submitted and then (hopefully) moves up to the home page.
What works? Lists! Tech news. “How to” posts. Here’s a game: see something on digg and rush to Stumble it or submit it to Reddit, et al. or see it on Reddit and submit to digg (you get the idea). A fun game to play if you’ve got the time.
Bottom Line: good conten. If you don’t have good content, please ignore this entire post. Be an active participant.
Jory Jardins (”JJ”): Blogher.com
You or your brand are going to be talked about in the blogosphere, so you might as well find out what is being said!
Caution: (”Warning Will Rodgers!”) Blog posts last - a long time. Be careful what you post! Note to self…
Bottom line: Bloggers matter so you might as well get to know them!! They sent them free stuff 
<stories>
Listen (again); engage in the blogosphere (again); Listen (AGAIN)
Don Steele - Comedy Central (18-34 yr old):
“I only have 10 minutes, so I’m going to cover this Very Quickly” {Sigh, I give up}
Their points, be: Discoverable, Branded, Portable & Smart.
