Roxanne Darling presenting
Many thanks to Chris Heuer and Kristie Wells for organizing fantastic Social Media Workshop.
There are amazing people in this room - a combination of social media rock stars who are based in Hawaii - Roxanne Darling, Todd Cochrane, Lorelle from Wordpress, Neenz from All Top, Colin Devore from Viddler. (Check out the 15 Second Viddler Aloha Video!)
Chris Heuer started off with a talk called "Conversations Aren't Marketing"
Listening
What is Social Media? "Being social with media."
The social media era where it is so easy to get access and use the tools. It changes things quite dramatically. We have to return to our fundamentals. There are four c's:
- Context
- Communications
- Collaborations
- Connections
You can describe as the "tools" or you can describe it as media. The latter is a problem because it does not describe well for newcomers. It also can't be perfect. Because of the broadcast era, the relationship between a business and a customer became less personal. The social media tools allow us to scale personality and better relationships.
Social media makes things visible.
You can fail fast and fail cheap!
Important element of social media impact - what are the effects? Gave an example of a blogger outreach program where they gave bloggers a product - solar powered batter recharger. One of the bloggers got on CNN to talk about the product.
Net Promoter Score:
How likely are you to promote this to your friends?
Use it - and ask them why.
So What?
- The way the entire market functions has changed drastically, we reached the digital tipping point.
- Broadcasting AT large crowds doesn't work
- Having conversations with people and always has
- Digital tools and social media enable these conversations cost effectively across great distances
- Ultimately, conversations with people we like and trust develop relationships
If you're going to listen, you need to respond, and then make change. Example ComcastCares on Twitter. Empower the "Frank" in your company.
Marketing consists of human beings, not market segments.
How do we join conversations:
1. We lurk, we make a good comment
2. Avoid seagull commenting - add value to the conversation
I don't want to work with anyone I don't personally llike or respect.
Social media isn't an object - it is what you do with it.
Professionally produced content may be seen as less valuable because it isn't seen as authentic! Another twist on the topic.
Participating in your Community
You listen and participate, but the most important thing is educate your users, partners, venders, anyone in business with you.
Look within your company for people already using social media
If you've got writers, blog
If you've got storytellers, podcast
If you've got filmmakers, do some video
The key to success is finding out what networks to spend your time on
Step-by-Step
Product name, ceo, competitors in Google Alerts
Who are my customers?
Find the influencers - also find out who they are following
Start by participating in other people's blogs
Tool for Twitter - Twellow.com - searches through profiles
If there is a new service, shiney object, you don't have to use everyone - you can create an account with your organization's brand.
ping.fm - service is another that will cross-post. Set up you preferences so if someone replies to you, you get a notice. Even if you are not using.
Hot Tip from Small Group Session
Check out the social media firehouse
#smcwsh
The Online Media Opportunity
Roxanne Darling
Video is the Killer App
If you want to own the marketplace, you have the ability and it's almost free. Time is the new money. It is your time - learn how it works and make the media. You can earn the market place.
Gave examples of how people could use social media to leverage Hawaiin tourism.
Are We Speaking a New Language? YES
We are talking about a lot of new apps, new terms and how can early adopters be your tour guides. This group can help.
Consistency and Frequency of Publishing is important to reaching a new audience
Start out with something really simple - like once a month. Be consistency is more important than the exact number of times you publish.
Putting out content that is useful and entertaining
Shows a comparison between gohawaii.com and beachwalks.tv - is higher on engagement.
More and better interaction
With podcasting you can also have subscribers, cmments, cross-postings, episode ratings, community chats, and mashups and more.
Leveraging Communities
Has set up a Ning. Was concerned whether she could support it - but what has happened is that people are talking to one another.
Conversions
Measured this with a survey - after watching beachwalks - desire more or less to visit. Comments "before I saw the show, didn't want to come." She started her show with the worst tourism conditions possible. Don't be afraid of the real deal.
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