If you were to believe recent reports - or a recent skit on the Emmys - television is dying because more people are watching tv online.

However, in an effort to drive further word of mouth about new shows, many producers, directors and actors are using social media to generate awareness, recommendations, and viewership. Although sites like Hulu have helped this process (and there are plenty of ways to access television shows online), social media allows them to direct recommendations and content sharability (for example, embeddable videos). Cable companies, television stations and even the TV Guide are all using social media to drive viewership and engage their audiences.

Most television shows utilize the power of Twitter as a way of building awareness of their brand, but in unique ways. For example, Dollhouse star, Eliza Duskhu, has been using the service as a way of engaging current fans. The new Fox show, Glee, has also been cited for its presence on various social media platforms. The hit AMC Series, Mad Men, earned initial favor through its unique Twitter strategy, and has even expanded to the point where one can create a Mad Men-style avatar.

In addition, blogs that focus on television are also beginning to engage via social media. For example, blogs like TV Squad (which focuses on reviews and news) and Televisionary (which has a more industry focus) have a strong presence on both Facebook and Twitter. Even noted critics like David Bianculi from NPR (a personal favorite of mine) is developing an online presence via blogging and Twitter. Even though they may be posting blog content, this helps drive conversation around various television shows, as fans will engage with particular favorites.

Although social media can create huge buzz for a program, sustaining conversations and viewership requires a strong social media strategy and diversification among these channels.

When ABC premiered its revamp of the British show, Life on Mars, last year, it used a
Twitter account to drive conversations around the first episode (even providing a code for embedding the premiere episode into blogs). However, the Twitter account closed soon after the premiere episode aired, followed by a decline in ratings and finally, a cancellation of the program altogether. ABC's Life on Mars may have  had a little more staying power had it used social media strategically, engaging viewers and critics throughout the series rather than dropping off after the first episode.

So, for all you tv addicts and savvy internet users, how do you think television, or the entertainment industry in general, should use social media to engage (or reengage) their audiences?

 

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Navigating the complex realm of social media can be challenging, but some of the industry's brightest are here to help.

On Tuesday, September 22nd, please join Ketchum PR as they host a panel discussion on the what and how of social media, bringing to life best practices and current industry trends. The panel will focus on integrating social media into successful programming and making it work for your organization, while providing insight into the future of marketing and consumer engagement.

Speakers include Charlene Li, one of Fast Company's "Most Creative Minds" and co-author of the book, Groundswell: Winning in a World Transformed by Social Technologies; Howard Tullman, President and CEO of Flashpoint, The Academy of Media Arts and Sciences; Paul M. Rand, Pesident and CEO of Zócalo Group; and Jon Bellinger, Senior Interactive Strategist at Ketchum.

The morning begins with a light breakfast from 8-8:30 a.m., followed by the panel discussion from 8:30-9:30 a.m. The event is located at Flashpoint, The Academy of Media Arts and Sciences at 28 North Clark St. Chicago, IL 60602. Please RSVP to Kelly McArthur at 312-228-6840 or kelly.mcarthur@ketchum.com.










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Who would have thought that a social media platform could drive conversation and build the value of a recommendation...simply by taking away features?

Consider Facebook Lite - a "slimmed down" version of Facebook. The new platform was announced after Facebook bought social media aggregator Friendfeed. Originally intended for people with slow internet connections (or areas with low bandwidth), the platform is generating a great deal of conversation, ranging from general features to questions about developing applications. (All this talk about a service being rolled out only in the US and India)

Conversations around the recent Facebook Lite are increasingly positive, focusing on its simplicity and clean interface. However, brands should take note that Facebook Lite does not include Page updates (meaning that users who switch to the service will miss out on conversations). Despite this seeming drawback, Facebook is looking to encourage people to use social media more easily, and the lite service provides a great "introduction" to social media.

In many ways, Facebook is positioning itself as direct competitor to other social media. Recently, the popular platform announced that it was adopting Twitter-style tracking into status updates. By purchasing Friendfeed, Facebook also expands into social media aggregation, promising an ideal one-step platform for integrating conversations across a variety of social media channels. By creating the "lite" version, Facebook promises a more accessible entry point for people unfamiliar with social media, as well as a channel for those who want to live application-free. With Facebook acquiring 300 million members, it has begun focusing on creating unique online experiences while simultaneously maintaining consistent growth. In short, creating a more accessible service like Facebook Lite drives recommendations by providing a platform which eases users into social media experiences.

Facebook is successfully building the value of a recommendation by providing an introductory, unique social media experience which moves towards a more integrated platform.  This has helped the social media giant drive conversation, and people are discussing it both pro (ease of use) and con (minimal brand and application presence).

In short, Facebook is investing in its own social media capital.



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Sharing a conversation with someone has never been more challenged or critiqued than it is today. As a result of social networking sites and digital media sprouting up faster than we can understand the influence and impact they have, it is worth taking a moment to discuss online conversations as a whole. The below exchange is paraphrased from a recent Chicago Net Tuesday meeting I attended.


PERSON ONE: I'm wondering what social media tool is best for my agency to invest in.
PERSON TWO: People talk across various channels; you can't just select one.
PERSON THREE: You can also aggregate.
PERSON ONE: No, I'm looking for one single social media tool.
ME: Nobody uses one single tool. Think about it this way.
Most people have a set of work clothes, a set of casual wear, and a set of clothes to hang around in. Nobody has only one set of clothes.
PERSON ONE: But there are some people who are so poor they can only afford one set of clothes.


At that point, the conversation moved on, but it provided a very useful insight into social media. It is easy to focus solely on one social media tool, thinking that it's the be-all and end-all of driving conversations. We all do it - we get enamored of our favorite sites and think that only one tool is the simplest, yet easiest way to build word of mouth.

It can be, but what is easily forgotten is that social media is only as good as its conversations. Social media tools are just that - tools that can reach specific audiences. The art in driving recommendations is being able to use social networks and other social media tools to creatively engage and drive conversation. They become the platform behind the discussion rather than the discussion itself.

Exploring this topic forces us to consider a few other important questions. 

If we're using social media, are we listening? Before we can talk, we have to listen and hear what's going on. Knowing who our audience is helps us select our tool, and allows us to better target the conversations that can drive business.

Are we telling a really good story? People don't relate to pre-written ad copy; they relate to stories, to direct experiences, to other human beings. Nobody speaks in approved language - social media allows us to take the temperature of our audience and adapt to their tone.

Are we providing something of value? Maybe it's referral to other resources, or maybe it's just helping clarify a problem, but social media is not simply a passive medium. It means that there' s a sense of reciprocity of relationships.

Social media tools are a relatively low-cost way of driving conversations, but it's not about finding the magic channel. It's about using a variety of channels to reach the widest audience, and putting your best, authentic self forward.

Or to extend the metaphor I shared at my recent Chicago Net Tuesday meeting, it's not about how deep your closet is - it's about how well you can accessorize.

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The notion that social media is a new channel for customer service is not new, and has been bandied about for a few years now.  But that doesn't mean that companies are actively embracing the channel as a way to engage customers.  In fact, only a scarce few companies are proactively folding social media tools into their customer service efforts.  Those that do, however, are reaping the rewards by way of greater word of mouth, increased sales, better customer satisfaction, higher retention, and a very real likelihood of lower costs over time.  

The reality is that tools like Twitter are causing organizations to rethink the boundaries between different departments specifically because the customer has a voice that can be amplified in a way that impacts marketing, public relations, customer service, sales, operations, product development, HR - all of which impacts the larger corporate reputation.

So, the question is not whether social media is becoming a channel for customer service.  That question has been answered.  The question now is:  how can companies best use social media as to facilitate the customer conversation in a way that ultimately yields tangible business results?

Below are a few ideas to start the discussion, but I would love your thoughts:

1. Be clear why social media should be part of an overall strategy, and identify the right avenue for reaching a specific audience.
2. Assign a real person to talk to, respond to and engage with the community: trust is the key to success
3. Ask specifically for product feedback: open up the focus group
4. Give customers a way to speak directly to you: invite them to DM the rep if they have a problem or complaint
5. Realize that it won't all be roses, but do not overreact to criticism
6. Provide useful insight and content: make it easy for people to find information

How else can a company use social media to engage customers?

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The following email was sent to WOMMA members yesterday.  Feel free to comment here as well!

 

Is it ethical to target WOM marketing to minors?

Is it ok to pay bloggers to write about your or your client's brand?

Is it ethical to create and maintain multiple online identities when engaging in digital word of mouth marketing?

These and other questions are at the heart of WOMMA's Living Ethics project and revisions/update to the WOMMA Ethics Code - regarded as the industry's standard.

We held a live ethics session during the WOMMA Marketing Summit in Las Vegas and many people participated. If you'd still like to watch the session, go to http://womma.org and click the link for the Live Ethics Video on the homepage.

Since getting back to Chicago, we've hosted a blog for members and the public to discuss ethical issues in word of mouth marketing and any refinements needed to the Ethics Code.

Please go to http://womma.org/ethicsreview to make your voice heard in this important discussion. We've extended the deadline for comments until January 20, 2009. Revisions to the code will be announced in February 2009.

Should you have questions about the Living Ethics Project, call WOMMA staff at 312-853-4400 or contact me directly at 312.596.6272 or at prand@zocalogroup.com.

Have a wonderful holiday!
Paul M. Rand

VP, WOMMA Board of Directors
Chair, WOMMA Living Ethics Project
President/CEO - Zócalo Group

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Social media has become a catch-phrase for all things digital, at least a far as many companies are concerned.  It's the new hot thing in marketing and word of mouth, and marketers are rushing to "get me some of that."  Twitter, blogging and Facebook have become the poster children of social media efforts, which isn't a bad thing as long as the strategic approach is well thought out, focused and executed properly. 

To continue using favorite clichés, this isn't to say social media is a flash in the pan.  It's simply another tool in the tool box, but one that is proving to be very useful, especially in driving word of mouth.  But not all social media is created equal, and not every program should embed social media.  In consultant terms, it really depends.

One of the keys to successful social media for companies is to avoid being creepy.  This can take all kinds of forms, from creepy treehouses (as Ryan Rasmussen likes to say; ask him what it means), to the equivalent of walking up to someone and talking at them (uninvited and irrelevant conversations) to stalking.  Liz Strauss' post on Extreme Twitter Personalities is definitely worth a read. 

Some have argued that social media is no place for companies.  I disagree with that, but I also recognize that there is a "right" way to go about it without incurring the wrath of the People.  I really like what Mack Collier had to say about it too:  basically, nobody gets it right on the first try. 

On the other hand, social media mavens have to give companies a bit of a break. I mean, we have all committed a faux paux or three, and without companies social media would not evolve as rapidly nor as interestingly.  It's all in how it is approached. 


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As noted in Sunday's blog entry, Motrin inflamed the blogosphere and Twittersphere with its recent Motrin Ad.  In amazing speed, the VP of marketing at McNeil Consumer Healthcare responded, apologized and pulled the ad.

While they made an amazing misstep, McNeil acted promptly to stem the ferocity of the negative word of mouth.  Kathy Widmer, VP of marketing at McNeil, introduced herself as a mother of three and wrote that the ads were intended to show "genuine sympathy and appreciation for all that parents do for their babies."

The power of social media, the value of listening, the impact of word of mouth and the influence of online moms all made themselves heard.  And we have a new case study!

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Looks like Motrin is quickly becoming the poster child for the most current social media and word of mouth marketing campaign gone bad.

Started following the tweets of David Armano on the new Motrin Ad and the backlash they are getting among the social media moms they were looking to engage.

The benefit of a smart, mom-focused word of mouth marketing campaign is that you can test and validate it before launching.  Motrin clearly didn't do this.  They have a chance to redeem themselves; let's see if they do it.  There is an upside: we all need new materials for our social media and word of mouth marketing "don'ts."

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Eating, drinking and breathing social media day-in and day-out leaves you thinking that the entire world cares as much about the latest and greatest online channels as you, and they are using them to interact with their friends, colleagues and family the way you and I do.  I mean, you're reading this blog, so you must be fairly blog-savvy, and who isn't on Twitter?

Oh, that's right, almost nobody.  It's true that 3 million people are Tweeting (which is remarkable, given there were only about 500k in February 2008), but that leaves another 298 million people in the US who aren't.  But that's changing...

A recent Forrester Research survey, which I read about in an AdWeek article, highlights the growth and changes in social media adoption.  While growth is slowing in some areas, people across the board are becoming more comfortable with the various tools and channels available to them.  This may be a reflection that people are much savvier now about web-based applications than even a year ago, or that social media is increasingly embedded into web applications.

Regardless of the underlying reasons, social media is becoming mainstream.  For marketers, it poses all kinds of new questions and challenges about how to truly reach and engage customers.  What do you think are the biggest issues with social media, and what do marketers need to consider?  And how can companies be effective when entering the world of social media?



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There is an ever-present metric that looms over meaningful engagement. It is an artifact from the industry that long ago accepted its flaws, but continues to sell campaigns and drive efforts to make brand messages measurable.

We have sufficient data to suggest the recommendation of a trusted colleague, friend, or family member is more influential over purchasing decisions than that of traditional advertising or media editorial. [92% compared with 48% and 42% - WOMMA] These relationships are built upon trust. The pulse of an online community is regulated by that underlying economy of trust that gives credibility to every participant's contribution to the conversation.

Trust is not a factor in calculating impressions.

Measuring sustainable word of mouth about a brand that is both meaningful and relevant to a community means focusing on the velocity, engagement, and adoption of a messaging strategy, and less on the estimated impressions resulting from the placement.

There is a place for reporting impressions. However, this should only be one metric with which a brand measures its success in building long-term relationships and sustainable word of mouth marketing and social media strategies.




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The world just keeps moving faster and faster, and social media has taken center stage as companies try to figure out how to adopt and use the new tools of communication.  I am keenly interested in listening to next week's Bulldog Reporter discussion "Using Social Networks for PR: How to Tell Your Story in Online Communities Like Facebook, MySpace, LinkedIn and Beyond."  It will be held on Thursday, October 30, 2008 at 12:00 pm CDT.  (Disclosure: Paul Rand, Zócalo Group's CEO, will be a panelist).

We have found in the last 12 months a profound and rapid shift in how PR and advertising views and utilizes social media, so it will be interesting to hear some very different perspectives.  Social Media Watch posted a good summary of the conference call.




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