A team of panelists engaged a packed room at SXSW on Sunday in a session titled Social Media: Strategies That Work and Future Trends. Lively, a social media app working to redefine the way we experience concerts, took a step away from their core product to broach a broader conversation about successful social media strategies for businesses. The panelists — Adam Argyle, Geoff Walker, Josh Batchelder, and Zach Varbnell — come from a broad background of industries, allowing each to offer a unique insight into the social media landscape. Here are some key takeaways from the session.
“Make great content, and people will share it”
When it comes to the content you’re providing, ask a critical question — am I bringing value to your life? Are you bringing value to my life? Instead of focusing of quantity, create high-quality content that will affect people. At the end of the day, we’re all people, so appeal to emotions to make your work effective. (read more…)
By Michelle Killebrew on March 13th, 2014 | 501211 comment on this postSocial+business+is+more+than+businesses+using+social+media2014-03-13+11%3A16%3A04Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50121
SmartBrief on Social Media, the daily snapshot of social media news and insights, has relaunched as SmartBrief on Social Business. This new focus reflects the broad changes to business in the social media era, from marketing to customer service to revenue models. As part of the relaunch, we’ve asked industry leaders to give their thoughts on what it means to be a social business. Today’s post is from Michelle Killebrew, strategy program director for IBM Social Business.
In September, I wrote a commentary for ClickZ on what it means to be a social business and how it’s different than just being a business that uses social media to interact with customers and prospects. My thinking has evolved in this rapidly advancing area, but I still see social business as focused on “people-centric engagement,” including consumers, employees and citizens.
Social media continues to mature as both a channel and a market in its own right. (read more…)
Understanding what makes content go viral is far from an exact science, but Josh Jones-Dilworth, co-founder of DailyDot, and William Leake, CEO of Apogee Results, helped shed light on the process at a SXSW core conversation entitled, “Can You Spread The Virus?”
For those looking solely for strategy, Jones-Dilworth set them straight at the onset: If you can manage to dissuade yourself of the idea that it’s the strategy that drives viral content, you’ll be in a better place. “We put 90% of our time and energy into the content,” he said.
“A lot of the content on the Web is empty calories these days,” Jones-Dilworth explained. Slowly but surely, things like great writing and great charisma are coming back in fashion. Don’t sacrifice the quality of your work; lowering your standards will not elevate your numbers. If someone asks you to make a viral video, don’t agree. Instead, tell them you’ll make a video that’s good quality. (read more…)
By Stephen J. Easley on March 11th, 2014 | 500421 comment on this postLive+at+%23SXSWi%3A+Coping+with+a+social+media+disaster2014-03-11+11%3A05%3A53Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50042
A packed house at SXSW Interactive 2014 came for tips on how to survive a #smfiasco – coping with the dreaded social media meltdown, with experts Neal Mann,multimedia innovations director at The Wall Street Journal, Wendy Harman, director of management & situational awareness at the American Red Cross, and Chapin Clark, managing director at R/GA, all moderated by Kristen Joy Watts, associate creative director at R/GA. This informative panel gave participants a lot to think about, but four themes seemed to predominate:
1) Social media meltdowns will happen – react well when they do
All panelists agreed that it’s not a question of if; rather, it is when a social media meltdown will occur for your company, so don’t make it worse. Since brands are now in publishing, as Mann observed, some with greater followings than traditional media, you must be listening closely to social media and cannot be tone-deaf. Chapin urged the audience to react quickly when a fiasco occurs, with a straightforward, truthful and simple response. All panelist urged a fast response, as meltdowns seem to multiply faster on social than just about any other occurrence besides real tragedy. (read more…)
By Michael Brenner on March 10th, 2014 | 500131 comment on this postHow+marketers+can+lead+the+social+business+transformation2014-03-10+19%3A59%3A37Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50013
SmartBrief on Social Media, the daily snapshot of social media news and insights, relaunched today as SmartBrief on Social Business. This new focus reflects the broad changes to business in the social media era, from marketing to customer service to revenue models. As part of the relaunch, we’ve asked industry leaders to give their thoughts on what it means to be a social business. Today’s post is from Michael Brenner, vice president of Global Marketing for SAP.
A social business is not a business that sends a lot of tweets or has a ton of Facebook likes. It is one that realizes that it operates in a more transparent and social world.
A social business places equal value on the needs of its customers, employees, partners and shareholders.
This is not all that different from the concept behind one of the first posts I wrote about four years ago. In that post, I talked about a book called “The Service Profit Chain” that inspired a lot of my early professional thoughts on marketing strategy. (read more…)