Derek here. I’m attending Championing Social Media to the Man at #SXSW. There’s a hash tag set up, so if you want to join in the discussion, search Twitter tag #SWL. I’ll do a stream of consciousness note taking style so readers can get an IRL experience. If it works, maybe I’ll continue it throughout the conference. If not, we’ll try something else.
We begin by discussing how the most important metric is reach.
Make assumptions look as good as possible on financial models. ROI can end up being subjective. Structure the models so they are specifically tailored to your particular operating structure. Not all channels will match each other, i.e., direct marketing will obviously be different in some ways from other marketing strategies.
When starting to create a social media campaign, you have to look at your company culture. You have to accept that you may lose some company control over message if customers are involved and the community is vibrant. Use of good judgment by those who represent the company is key.
Risk and return should be balanced. Legal in your company will always attempt to reduce risk, but their ideas of how to be safe in your campaign should be an integral part.
Retaining control of brand and messaging is important in social media. It isn’t always “inmates running the asylum” in online communities. Possessing a modicum of control is possible if you have a strong social media department. Try to educate rather than sell. Let potential clients internalize your message for a few months.
Social media allows you to take your message back from the media if you’re a large corporate entity or organization that has media buzz.
Fall down and get up with complete transparency. Everything is a learning experience in emerging marketing strategies.
Corporate culture has to change. If you’re uncomfortable with your company’s culture, either be that catalyst for change or go find a new company.
Pitching: how to find new customers. Financial guy wants a financial answer, HR guy wants HR answer. Look for someone who is desperate for a promotion. If you are pitching a social media service to a business, find someone who wants to latch on to social media as their idea. Allow them to contextualize the message for their company.
Social can happen for the wrong reason: e.g., an executive may have kids home from college who show him youtube, causing him to pour tons of budget into youtube.
Good failure: too many video submissions.
Bad failure: volunteer starting wars within the community.
Peter Kim (paraphrasing Lord Kelvin): “If you can measure it, you can manage it.”
Have realistic expectations. Not everything is going to be the next Facebook. Don’t assume you’re going to be an outlier. Just because you’re not an outlier, it doesn’t mean you have an unsuccessful campaign. Research and show business value.
Everyone has a goal. Don’t worry about someone having Facebook open if they are doing their job. “Communicating as work, rather than for work.” - Peter Kim
Try Using filters in Twitter so things are relevant.
Reduce fear of tools. Hand-holding in the beginning so people aren’t intimidated by new tech.
Use Twitter and Wikipedia to see if your message is sinking in. Instant gratification market research.
Miles Sims: Make sure you are creating great communities, but also make sure you’re adding value to the company.
For more info check out smallworldlabs.com/blog
