Tuesday, July 01, 2008

Tuesday Tip No.54 - How To Use Social Media

Today's tip is guest-written by Alan Wolk, a U.S. creative director and social media consultant. Alan also runs an insightful blog called The Toad Stool, where he coined the increasingly well-known mantra Your Brand Is Not My Friend.

How To Use Social Media, by Alan Wolk

Social Media is a broad term, and it’s often thrown at any and all online marketing vehicles that don’t fall into the banner ad category.

So let’s start with a brief definition: social media is anything that lets you share information with other people. That means it is everything from sites like Facebook and MySpace to message boards to blogs to widgets and videos and whatnot that you are able to share with your friends—if you find it worth sharing. You, the consumer, get to decide that. Not me, the advertiser. Big difference.

So now that we’ve got that out of the way, here’s how to make the most of it:

1. LISTEN. Want to know what people really think of your product? Google it. Chances are you’ll find hundreds of posts and links and comments from people who’ve used your product. Both experts and amateurs. Your goal is to parse through these and see if there’s any common theme. So if an overwhelming majority of comments focus on how the handle always seems to break off right away, you know it’s not just a few angry old ladies. Similarly, if you see a majority of raves about how stylish the new red model is, you know you’ve got a winner on your hands. Use your research to find out things that are buzzworthy—things about your product that people are talking about on their own. That’s what you should be advertising.

2. ENGAGE. If there’s a problem, you’ve got to let people know you’re aware of it. Let them know that you hear them, that you’re working on it, and that you want to keep them as customers. Dell has done this quite successfully and has taken the brand from “Dell Hell” to a much better place.

You can engage them on blogs, via Twitter (Tweetscan is a great tool for monitoring Twitter) or via ads (if you’re honest in the ads and admit there was a problem, rather than trying to gloss over it.) This is a tough one for most clients because they’re not set up to deal with negativity nor do they have the proper people in place to respond to negative comments. You’ve got to be like the best stewardess you’ve ever seen: always smiling, always engaging, always trying to make the unhappy customer happy.

3. REMEMBER YOU’RE NOT THEIR FRIEND. As I’ve written ad intinitum (and ad nauseum) unless you are one of the dozen “Prom King” brands, no one is going to want to hang out with you online. They may use and like your product, but if it’s a reasonable bet that no one will (unironically) wear your logo on a t-shirt, then you are not a Prom King brand and you need to engage people as a salesperson, not a friend. In practical terms, that means that you’re not going to do the next Nike Plus site. (Nike and Apple being major Prom King brands.) But it doesn’t rule out something equally as cool or creative. It’s just that whatever you do has to work a little harder to please people.

4. FIND SOMETHING YOUR CONSUMERS MIGHT CONSIDER USEFUL. This is both easier and harder than you think. All you have to do is put yourself in the consumer’s shoes and think about what they’d be likely to think was cool and worth passing along to their friends. It can be anything from a video to a Facebook app to a downloadable PDF called “10 Packing Tips from Expert Travelers.” The main thing is, it has to provide value. Unfortunately, consumers are the ones who determine if it’s providing value. Not you. Not the D&AD judges. You can call a video “viral” all you want, but unless people pass it around, it’s just a video on YouTube.

5. KEEP YOUR COPY POINTS TO YOURSELF. The absolute worst mistake you can make in social media is to try and treat it like an ad. Which is sadly a knee-jerk reaction for a lot of marketers and agency types. The thing about social media is that it’s all about what the consumer wants to hear. Not about what you want to tell them. And what they want to hear is something about your product that will get them buzzed enough to tell somebody else. To wit: one of the most successful Facebook apps (with something like 7 MILLION installs) is TripAdvisor’s “Cities I’ve Visited.” Which, as the name implies, is a world map where you can mark off all the cities you’ve visited and share that information with your friends. There’s a TripAdvisor logo at the bottom, but that’s about it. No “TripAdvisor makes for better travel experiences by letting you review hotels before you go.” (Or worse.) No, all you take away is “Traveling is fun.” Which, if you’re TripAdvisor, the leading travel review website, is really all you need. The key with social media creative is to make your point gracefully and then get out of the way.

6. SOCIAL MEDIA IS FOREVER. In addition to things on the web being up there pretty much forever, social media campaigns don’t have the short shelf life of ad campaigns. You can’t start up a really active message board and then ignore it because the TV spot’s no longer running. People will be furious. Ditto an online video that sends you to a web site. Way too often the agency and client forget about the web site or worse, take it down. And you’ll literally have thousands of people watching it as much as a year later and all they’re seeing is a blank page or an error message, when a simple redirect would have done the trick. (This effect is known as “The Long Tail” and there’s a whole book about it that’s worth knowing about.)

7. YOU CAN’T FAKE IT. This is probably the single most important lesson. Authenticity is king. That means no fake blogs. No fake characters created solely for representing the demographic you’re targeting. No lying.

It also means you’ve got to use the actual social media vehicles. Get your butt onto Facebook and LinkedIn and Twitter. And you’ve got to use them correctly too. Twitter is about conversation. It’s not about setting up an account, adding a few people to your “People I’m Following” list and only tweeting links to articles about your agency while never actually responding to anyone who tries to engage you. The same way Facebook isn’t about setting up an account, accepting friend requests from a handful of people and never exploring what’s going on there.

Look, you may feel like an old fuddy-duddy at first. Or be confused as to why anyone would want to do this (which I think is most everyone’s first reaction to Twitter.) But the more you know, the more you are a part of what’s happening as opposed to merely an observer, the better you’ll be at figuring out ways to use it.

8. SOCIAL MEDIA DOES NOT EXIST IN A VACUUM. I mean it’s not like there’s some parallel universe where people only use Facebook. Those same people are watching your commercials on TV, reading them in their favorite magazines and hearing them on the radio. So there’s got to be some synergy between the various efforts. Some realization that even if clients and agencies silo ads according to media type, people don’t. So suggesting that a print ad actually reference a Facebook app you’ve created makes perfect sense. (To everyone but the people who have to figure out whose budget that cost is coming out of, but that’s not your problem.)

So that’s about it. The good news for agencies is that social media is about what consumers want to hear. And what consumers want to hear is rarely dull, dry, or overburdened with endless arcane copy points.

Previous Tips:

How To Get The Best Out Of Directors; Don't Write Ads, Write Strategies; How To Choose Where To Work; Working Outside London; What Would John Webster Do?; What Would Paul & Nigel Do?; The Hidden Flaw; How To Write Copy; Be Funny All The Way Through; How To Do Virals; How To Get A Pay Rise; Be Wary Of Punding; Challenge The Brief; Tell The Truth; Playing To Lose; How To Write Headlines; How To Do Direct; How To Do Radio; How To Do Press; How To Do TV; How To Do Digital; How To Do Posters; Look At Weird Shit; Presenting To The Client; Presenting To The Team; Presenting To The Creative Director; How To Deal With Rejection; Look Creative; Don't Be Afraid To Ask; Your Idea Has To Be 120%; Read Iain's Tips; Don't Behave; How To Discuss Ideas; Read Hugh's Tips; How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job; How To Turn A Placement Into A Job (Ed Morris view); How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7); How To Get A Job In Advertising Part II - How To Put A Book Together; How To Get A Job In Advertising Part I - FAQ; Make Friends With Traffic; Get Reference; Don't Stop Too Soon; Be Very; Breaking Up; Working Well With Your Partner; Finding The Right Partner; How To Approach Agencies; Never-Seen-Before Footage; Dicketts' Finger; Two Blokes In The Pub; Play Family Fortunes; Should You Take A Bad Job?; Don't Overpolish


Anonymous said...

Greatest. Explanation. Ever.

Well done, Mr. Wolk.

Anonymous said...

Good post on social media,

I found this article/ social media checklist quite relevant to it:


Anonymous said...

O.M.G - where's my N50...

Anonymous said...

Speak up creatives!

Carb Free Creativity said...

Great post!

I'm waiting for someone to start shouting, It's still all about press and tv!

Imagine a poster advertising a social media app! Brands not telling you who they are but offering you something useful.

Might mean us digital guys could stop re purposing posters into banner ads....yawn. Digital work could lead press and tv.

The roles would be reversed!

Anonymous said...

We as creatives shouldn't be concerned with the media, I've seen creative teams being more concerned with whether it's a TV or Press ad and frowning when it's a digital, shouldn't we just be asked to increase the sales of 'insert brand here' in what way possible after all we are practitioners of communication and should be judged on the results our ideas achieve, not the execution


Anonymous said...

Its too nice outside, all the ATL guys are at the shaston, its rainy tomorrow, that's when we'll give the digi kids a kicking.

Anonymous said...

How to use social media:

Play Scrabulous when bored at work.

Otherwise, hope it all goes away.

Anonymous said...

i'm not ATL.

but it's still vital.

the internet still sits in a box in the real world. a product no-one has heard of has no social media relevance.

GREAT tip though.

Alan Wolk said...

Thanks for all the kind words thus far.

@anon 10:28 - Social Media can actually be a great way to create buzz for a "product no one's ever heard of" - provided the product has some buzzworthy feature to it that gets people excited. Think of all the buzz the blogosphere generated about the iPhone long before the first ad broke. But your instinct- that social media works well in combination with traditional media- is correct.

Charles Edward Frith said...

Brands may not be my friend but to suggest that I don't want to have a more meaningful relationship with them is 20th century given that brands/consumerism are responsible for the mess we're in.

I'll give you an example. I've always thought Rolex are for people with no style. Maybe the odd vintage number but in principle it's Tiger Woods territory.

Only yesterday I saw that Rolex are sponsoring clever sustainable design in Africa. Go google it and I feel a lot more inclined to have a watch that is made by Rolex if they are savvy enough to have a web site that takes suggestions are brilliant design like the twin clay pot cooling number I saw yesterday from Africa.

I want to get a bit more involved with them.

Particularly if they drop Tiger Woods who would probably rather Africa didn't exist he's so wholesome.

Great blogging as ever over here.

Alan Wolk said...

Thank you Charles.

Not sure if you realize it, but you've provided a perfect illustration of the "Your Brand Is Not My Friend" theory. (You can read the article in the link Scamp provides up top: http://is.gd/DDW - it explains the theory in full- the meaning is quite different from what you're assuming.)

But, to wit, since you are not chomping at the bit to "befriend" Rolex--online or offline-- Rolex has to do something useful and non-addy and non-self-serving for you to start trusting and liking them and maybe considering them for purchase.

They did: the Africa project you mention. And while they may not be your favorite brand ever, you're now open to considering them.

Anonymous said...

I think you're wrong in your usage of the phrase the 'long tail'. It's about availability isn't it, not duration?

Other than that I'd be a bit worried about anyine operating in online that didn't think most of this is common sense.

At least a few creative types are beginning to realise that everyone in the real world isn't waiting for their pearls of creativity to drop on them from the heavens.

Anonymous said...

Re Carb Free Creativity @ 5.34

I’ve never heard any ATL creative say it is ‘all about press and tv’, this is normally something quoted by smug digital creatives who think anything ‘traditional’ is a joke.

Get over yourself mate, I work in an ATL agency and see any brief as an opportunity to do great work in any media be it print, tv or digital.

The truth is that our clients are interested in digital but not fully prepared to spend money yet, opting for more ‘traditional’ thinking.

So next time direct your smugness towards clients as at the moment they are the only thing stopping us doing your job, not that I’d want your job of coarse.

Anonymous said...

If it were possible to make love to a blog, I'd make love to this one.

Alan Wolk said...

@Anonymous 8:03

re: the "The Long Tail": you are correct that the theory actually refers to a market where the total volume of low popularity items exceeds the volume of high popularity items.

But one of the points Anderson makes is that in businesses like Amazon or Netflix, demand is more fluid: there are fewer peaks and valleys and a book or movie may be sold/rented years after it first comes out- ditto YouTube videos (which are free.) But you're correct that Long Tail isn't a precise analogy- thanks for pointing that out.

As for common sense-- that's one of the big themes of my blog. That much of this "new" stuff is the same old same old, just with new packaging. I mean isn't "Consumer Generated Content" just "Write the jingle for Frosty-O's cereal and win $10,000!" dressed up for the digital age?

Ad Broad, oldest working writer in advertising said...

Great post, Alan. Great Tipster choice, Scamp.

Agree--Chas Firth's Rolex conversion is a shining example of how brands have to figure out how to energetically engage with the digital medium before they can energize online consumers.

As for the ATL vs. Digital creative discussion--reminds me of when creatives were identified as Print Art Directors vs. TV ADs. Advertising is ultimately about CONCEPTS which must transcend choice of media. Ad Agency 2.0 creatives occupy one department that does ATL, digital and whatever the hell hasn't been thought of yet.

Carb Free Creativity said...

To anonymous @ 8.17

I ain't smug. Not in the slightest.

Doing our job? Bit big headed and smug!

Coarse is spelt "course"

Unless you were talking about sand paper!

Anonymous said...
This comment has been removed by a blog administrator.
Anonymous said...

Carb Free, crack on with those banners and stop being an arse.

Alan Wolk said...

Final thanks to everyone (AdBroad, Stacy, Oli et al) for the kind words. And to Simon for the opportunity to spread the word.

As for the digital vs ATL battle: it's really all about the Benjamins, isn't it. (Or the Elizabeths or Bettys for y'all.)

When pay scales even out-- and they will as the new generation of creatives will be neither fish nor fowl-- then all the back and forth will stop. But until then, it's bound to inspire jealousy.

Or at least a new post on The Toad Stool.