I was fortunate to to hear +Jeremiah Owyang
speak tonight at #3TYYZ - the event did not disappoint! I don't make it out to many speaking occasions, but this was one I could not pass up. I have followed +Jeremiah Owyang
for some time and have found all his insights succinct and practical. He knows his audience and can draw from his vast knowledge to deliver great advice. Here are some key insights I took away:
1. There Remain Many Companies who "Have" Social but don't "Get" Social
: On average, enterprises (1000+ employees) have 178 social media accounts. WOW, right? And only 25% are "healthy". This truly is an issue - why have an account if you're not going to manage it? I can't fathom why anyone would have thought that was a good idea. Always start with an objective and have purpose for all that you do.
2. Pavlov made a Showing Today - How are You Conditioning Your Consumers?
It seems logical that you respond to all comments, particularly the negative ones, so you can quell the emotion - don't leave them hanging, right? There's some truth - but +Jeremiah Owyang
shared the insight today that simply responding via social to every comment is conditioning your consumers/audience the wrong way, it teaches them that shouting and using public forums to do so is the RIGHT way to get your attention. Instead, integrate with your existing customer service systems and structures...let's not re-create the wheel.
3. Maslow Never Gets Old:
There is a hierarchy to developing social for your business and it is all about foundation - everyone wants self-actualization but getting there is a journey and takes time. Same goes for social - without laying the right foundation, which +Jeremiah Owyang
says is about creating structure via objectives, policies, education and access, you are not set up for success. You should not even look to the next levels until you have the foundation right. Foundation, foundation, foundation.
4. Content Strategists are the Next Roles to Emerge in a Big Way
: Dipping your toes in social means curating a community and creating content for great engagement, but being reactive is never as good as being proactive, so brands should be thinking about content planning. How do you keep your community engaged? What messages are you trying to deliver? Ultimately, social should be a part of your marketing plan - if you have a communication plan for traditional media channels you should have one outlined for social too.
5. Paid and Earned are Converging
: Social starts with earned but +Jeremiah Owyang
boldly shared his insight that the best way to reach consumers moving forward will be by paying. That should be no surprise to marketers given all the paid opportunities on Facebook and Twitter. "Likes" alone are a weak affinity; ultimately, social will be just another media channel. +Dave Fleet
asked the profound question, "if social goes the predominantly paid route, how long until people tune out?"
It's an age old question for marketers that have wrestled with evolving media channels, such as PVR's diluting TV engagement. Social will be another channel where innovation will be critical to winning.
6. Don't Just Survive, Design with the End in Mind
: The key to success is to design with the end in mind - act like an advanced company! Set up the right foundation through systems, support & education, and you will be rewarded with great social engagement and feedback.
7. Finally, WHY SOCIAL?
Well, why is Facebook worth billions? Because data is power - the power to ultimately predict consumer behaviour and help create better products. Brands need social, and agencies need to learn and be advocates of social, but it's important to do it right. Do it right, and you will be rewarded.
Thanks +Jeremiah Owyang
for a great session!