Is Social Strategy As Simple As Who What Where Where Why How?
For
many years, the core of my job has been taking seemingly complicated things –
like how companies should approach digital, and simplify them into simple
ideas, steps, and processes that make the projects less scary and more immediately
actionable. I’ve been thinking a lot about Social lately, and how it seems to
be such a gnarl of opportunities and objectives and metrics. Here’s my stab at simplification.
many years, the core of my job has been taking seemingly complicated things –
like how companies should approach digital, and simplify them into simple
ideas, steps, and processes that make the projects less scary and more immediately
actionable. I’ve been thinking a lot about Social lately, and how it seems to
be such a gnarl of opportunities and objectives and metrics. Here’s my stab at simplification.
If
we start with Forrester’s Groundswell model of seven types of social users, it
seems clear that brands must first think about social as passion media not
scaled media. Social gets its scale
organically rather than through complex engineering.
we start with Forrester’s Groundswell model of seven types of social users, it
seems clear that brands must first think about social as passion media not
scaled media. Social gets its scale
organically rather than through complex engineering.
First
and foremost, I think brands need a set of “supercreators” with three
characteristics that make their brand-connected content eminently socializable:
and foremost, I think brands need a set of “supercreators” with three
characteristics that make their brand-connected content eminently socializable:
1.
Who:
Very high credibility voices. Brand content is and
probably should be a little suspect in social. You need to empower great PEOPLE
to deliver the message, because no one really wants to socialize with a roll of
toilet paper or even a high performance car. It’s just paper, or metal. Social
is about people.
Who:
Very high credibility voices. Brand content is and
probably should be a little suspect in social. You need to empower great PEOPLE
to deliver the message, because no one really wants to socialize with a roll of
toilet paper or even a high performance car. It’s just paper, or metal. Social
is about people.
2.
What:
Real, Vivid Opinions. Social is ultimately about perspective. You
want to read and interact with people who have something relevant, intriguing
and dare I say dramatic to say.
What:
Real, Vivid Opinions. Social is ultimately about perspective. You
want to read and interact with people who have something relevant, intriguing
and dare I say dramatic to say.
3.
When: Timely, current voices. With the
plethora of topics and environments in our digital midst, we tend to care about
things as a result of events occurring in our world and our lives. Timing is
very important.
When: Timely, current voices. With the
plethora of topics and environments in our digital midst, we tend to care about
things as a result of events occurring in our world and our lives. Timing is
very important.
In
my view, finding the right people to speak on behalf of a brand requires an
examination of your own team as well as people with existing category
credibility beyond your organizations. Worry about the people and content
first, THEN their current range of influence. The third is addressable, the
first two have to be there in spades first.
my view, finding the right people to speak on behalf of a brand requires an
examination of your own team as well as people with existing category
credibility beyond your organizations. Worry about the people and content
first, THEN their current range of influence. The third is addressable, the
first two have to be there in spades first.
Let’s
review the Forrester Groundswell model for a sec, and how it can be relevant
for brand social. In the current model, there are seven categories of social
users:
review the Forrester Groundswell model for a sec, and how it can be relevant
for brand social. In the current model, there are seven categories of social
users:
1.
Creators:
Makers of long and short form content – the nucleus of thought
Creators:
Makers of long and short form content – the nucleus of thought
2.
Conversationalists:
People who discuss content and points of view in social
Conversationalists:
People who discuss content and points of view in social
3.
Critics:
People who rate content
Critics:
People who rate content
4.
Collectors:
Users of tools like RSS that collect and distribute content
Collectors:
Users of tools like RSS that collect and distribute content
5.
Joiners:
People who join content and opinion communities
Joiners:
People who join content and opinion communities
6.
Followers:
People who read social content but generally do not create
Followers:
People who read social content but generally do not create
7.
Uninvolved:
Nuff said
Uninvolved:
Nuff said
My
emphasis on “supercreators” is about finding the best people with the most
interesting and compelling opinions, which are then processed, shaped,
commented upon, spread, and consumed by people in other groups. That’s how a
program gets scale.
emphasis on “supercreators” is about finding the best people with the most
interesting and compelling opinions, which are then processed, shaped,
commented upon, spread, and consumed by people in other groups. That’s how a
program gets scale.
So who
are good supercreators for brands?
are good supercreators for brands?
I
believe in long form content creators like bloggers because they can deliver
considered stories and viewpoints. Media like Facebook and Twitter are, to me,
more about dissemination of message than origination vehicles. They are really
about the Where. I concede however
that there is certainly a real possibility that I underestimate these forms.
believe in long form content creators like bloggers because they can deliver
considered stories and viewpoints. Media like Facebook and Twitter are, to me,
more about dissemination of message than origination vehicles. They are really
about the Where. I concede however
that there is certainly a real possibility that I underestimate these forms.
People
interested in your message within each of the various Groundswell segments play
different kinds of roles in your social distribution. Through their activity
they expose people in their circles to the messages as well as the discussion
and commentary that they drive.
interested in your message within each of the various Groundswell segments play
different kinds of roles in your social distribution. Through their activity
they expose people in their circles to the messages as well as the discussion
and commentary that they drive.
Great
high credibility content ultimately drives the Why. Why people care and consume and process the content that is connected
to your brand. Why they care relates back to your supercreators and their
ability to create content that people find relevant and involving.
high credibility content ultimately drives the Why. Why people care and consume and process the content that is connected
to your brand. Why they care relates back to your supercreators and their
ability to create content that people find relevant and involving.
Finally,
the How. In this model, How relates
back to the manner in which the ecosystem of content and commentary serves
brand objectives. How is it impacting the brand, and how you are measuring it.
the How. In this model, How relates
back to the manner in which the ecosystem of content and commentary serves
brand objectives. How is it impacting the brand, and how you are measuring it.
I’m
not saying developing a social strategy is an easy peasy 10-minute exercise.
But I am saying that by distilling the process into these broad question areas,
you can go a long way toward demystifying the medium and pointing yourself and
the team toward a real, credible, and long lasting program. To summarize:
not saying developing a social strategy is an easy peasy 10-minute exercise.
But I am saying that by distilling the process into these broad question areas,
you can go a long way toward demystifying the medium and pointing yourself and
the team toward a real, credible, and long lasting program. To summarize:
1.
Who can
I find to develop and deliver highly relevant and compelling content?
Who can
I find to develop and deliver highly relevant and compelling content?
2.
What
sorts
of topics and opinions help me communicate and connect and engage with
consumers?
What
sorts
of topics and opinions help me communicate and connect and engage with
consumers?
3.
When
will our messages best resonate with the larger target audience?
When
will our messages best resonate with the larger target audience?
4.
Where, or
what platforms will be relevant to the creation of a robust ecosystem, and how
can I ensure that the content is consumable and spreadable in these
environments?
Where, or
what platforms will be relevant to the creation of a robust ecosystem, and how
can I ensure that the content is consumable and spreadable in these
environments?
5.
Why
will people care? Are we certain that the content supercreators conceive and
deliver will be relevant to people?
Why
will people care? Are we certain that the content supercreators conceive and
deliver will be relevant to people?
6.
How
will it impact the brand and its objectives, and how will we measure?
How
will it impact the brand and its objectives, and how will we measure?
By finding the answers to these questions,
brands can go a long way toward providing value and deriving value beyond
spamming hapless consumers who find themselves connected
to brands.
