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100 Marketing Agencies and Their Own Social Media Use, 2010
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100 Marketing Agencies and Their Own Social Media Use, 2010 Presentation Transcript

  • 1. Social Media Review
    From An Agency Perspective
  • 2. Cutting through clutter
    Source: Brian Solis – 2010
    Let’s simplify:
    Technographics
    Categorize Behaviour
    Identify Media
    Determine SM Brands
  • 3. Not a fad, continued growth
    New adoption and increased usage continues to prove this medium is not going away.
    • Canadians spend 18.1 hours online versus 16.9 hours watching TV. Malesspend 20 hours versus females at 16 hours (over age 35).
    • 4. Users spent 82% more time on
    social network sites (SNS) up from
    the same time last year in addition
    to a 46% increase in unique audience.
    • Mintel reports a 20% increase of
    internet users adding a social network profile, now up to 61% from 12 months ago.
    Source: Ipsos Reid, Nielsen, Mintel -2010
  • 5. App, fever is on the rise
    Although Apps are not social media, a number of them contribute to the “connect to anyone, anywhere, anytime principle”.
    • Touch owners spend 100
    minutes each month, WebOS at
    minutes, Android – 80 minutes,
    and iPhone at 79 minutes.
    • 150,000+ Apps at iPhone store
    with 3 billion downloads. Google’s
    Android Apps are at 35,000 Appswhich grew 100% since January 2010.
    • Mobile is further stimulating SNS activity. Over 30% of smartphone
    users access sites, up 22% from 2008. Facebook saw a 112% increase and
    Twitter increased by 347% from smartphone users.
    Source: TechCrunch, Admob, Comscore - 2010
  • 6. Key social networks are holding strong
    Leaders that are relevant to businesses are not going backwards.
    These brands are positioned for entrenchment in business lexicons and culture.
  • 7. Big business is getting into the swing
    Global 100 businesses are past putting their toe in the water.
    • For agencies this will mean a receptive audience to selling these services and building relationships with prospects through SM.
    Source: Burson Marstellar- 2010
  • 8. What do executives want from social media?
    • The good news is their needs reflect what agencies are well positioned to offer.
  • What content businesses want
    62% of followers want news/value most from a business. However building loyalty requires more.
    • Businesses need to show their human side by talking about more than just their view.
  • U.S. and Canadian audiences are similar
    As a Canadian agency the good news is U.S. participants in SM are nearly the same as ours.
    Leading Network: Facebook
    SN profiles: Access = 46.2% | Users = 10.2m
    Photos: Access = 40.9% | Users = 9m
    Videos: Access = 14.9% | Users = 3.3m
    Blogging: Access = 10.6% | Users = 2.3m
    Micro Blogging Access = 5.1% | Users = 1.1m
    Leading Network: Facebook
    SN profiles: Access = 44.2% | Users = 92.1m
    Photos: Access = 42.6% | Users = 79.2m
    Videos: Access = 15.3% | Users = 23.3m
    Blogging: Access = 12.8% | Users = 17.6m
    Micro Blogging Access = 7% | Users = 10.7m
    Source: Engae- Brian Solis - 2010
  • 9. Group B Findings
    48% offered social media links
    Group A had less than 10% of sites integrated with SM
    Qualitatively speaking:
    • this group’s SM site integration was more creative
    • 10. higher adoption rates of SM site links attributed to:
    - smaller size
    • the desire to offer content and leadership
    • 11. the U.S and U.K. being more progressive
  • 5 Pitfalls
    Lacking monetization/success metrics
    Expecting SM to do the work
    No distribution strategy and process
    No engagement
    No conversion strategy
  • 12. Pitfall: lacking monetization/success metrics
    Most common complaint is “why do SMwhen it’s not directly monetizable?”
    This perspective is wrong.
    Success can be measured through:
    URL Clicks Increased Traffic Customer Retention
    Incremental Sales Search Engine Returns Publicity ReachNew Sales Leads Nurture Marketing Database Build
    “Circulation” Brand Recognition Share of Voice
    And Much More…
  • 13. Pitfall: expecting SM to do the work
    SM has been sold by Gurus as:
    Where your customers are talking about you
    Where everyone wants to hear your opinion
    “build it and they will come”
    This isn’t true. Businesses have fewer followers than their own staff.
    Source LinkedIn
  • 14. Pitfall: no distribution strategy or process
    You need to bring people to your SM
    Low quantity is good, if you’re highly targeted
    High quantity is good, if want mass reach
    Failing at both is apathetic
    Source LinkedIn
  • 15. Pitfall: no engagement
    It’s highly common to not have dialog in SM.
    5 reasons why:
    1. Not original thinking, regurgitating other perspectives
    2. Too polished, no personality
    3 . Can’t easily find the comment section
    4. No dialog from the author
    5. Author didn’t ask you to comment
    Dangers – your information is a commodity, dialog does not translate into offline conversation, you haven’t demonstrated value.
    Source: crowdsourced research on LinkedIn. 300 people responded with over 1,000 points of data (advice/answers) October 2009.
  • 16. Pitfall: no conversion strategy
    Just because it’s social media doesn’t mean there shouldn’t be a sales funnel.
  • 17. Frameworks For Success
    • The planning and implementation cycle
    • 18. Defining monetization
    • 19. Matching technographics to SM brands
    • 20. Defining your ecosystems
  • Planning
    And Implementation
    Relationships And
    Conversion
    Content and Distribution
    Planning and implementation cycle
    Missing any steps leads to a weakness in the following cycle components.
  • 21. Planning and implementation cycle
    Blog – nil comments
    Twitter – 1,117 followers
    Facebook – 117 fans
    LinkedIn – 756 employees
    “We are Mindshare. The global media network. We are nearly 6,000 people in 67 countries with one aim: to make our clients’ brands more famous and more profitable.” - LinkedIn
  • 22. Defining monetization
    Everything has a monetizable value in social media: it just needs to be defined with a realistic parallel activity.
    Definitions:
    Direct monetization – value that can be measured in new leads, sales, retention, incremental sales and cross sales.
    Indirect monetization – the value that would be attributed to getting the same result if you spent money on the same activity. Examples includes; traffic, URL click throughs, search engine ranking, share of voice, advertising, new emails, and much more.
    Indirect monetization work through:
    If you were to drive 10,000 clicks through to your blog or video how much would it cost you to get that traffic via PPC, broadsheet ads, direct mail, etc?
  • 23. Matching technographics to SM brands
    The conversation has been backward in business social media discussions for the past 3 years.
    It’s not about Facebook
    It’s not about Twitter
    It’s not about YouTube, etc
    It’s about what we know already, it’s about what the target audience’s psychographic and technographic profile is.
    The foundation for engagement comes from giving people what they want creatively and pragmatically.
  • 24. Matching technographics to SM brands
    Technographic Profile
    Research
    Customer service
    Advice, News
    Socialization
    Avoids social sites
    Prefers business sites
    Checks once a week
    Prefers Email or Twitter
    Frequency of needs
    Categorizing Behaviour
    Livecasting Video and Audio
    Events
    Documents/Content
    Customer Service
    Crowdsourcing
    Collaboration
    Video
    Location
    Reviews and rating
    What Digital Brands
    LinkedIn
    Twitter
    Facebook
    YouTube
    Plaxo
    Blogger
    Wordpress
    What Media
    Phone Apps
    Blogs
    Bookmarking
    Micromedia
    Forums
    Social Networks
    Wiki’s
    iPhone
    Flickr
    Vimeo
    Digg
    Slideshare
    DocstockSocial Text
  • 25. Defining Your Ecosystem
    Ecosystems in social media play a crucial role in assisting success or being an unseen force that makes it elusive.
    Definition of Ecosystem
    The relationship of one or multiple social networks with each other and online and offline factors contributing to people interacting those social networks.
    Ecosystems Variables – Brief Overview
    Time – the more social networks a business has the more nurture time required
    Costs – these can remain low due to simplicity or become high due to complexity
    Continuity – maintaining the same messages, frequency of communication, image, etc
    Measurements – as complexity increases so does the difficulty for understanding ROI.
    Relationships – these happen at 3 levels. The first level is with the host of the community. The second is with members between each other in the community. The third is relationships with members and the host in multiple communities.
  • 26. Social Media Ecosystem
    Cozy Community
    A community that revolves around a customized blog, Wiki, or forum. 80% of effortgoes into developing thiscommunity.Benefits
    - Simplicity
    • Ease of measurement- More intimate relationships- Least resources required- Search engine optimization
    Downside
    - Your audience may not like blogs
    Internal Company Blog
    Offline URL Referrals
    Collateral, Advertising
  • 27. Social Media Ecosystem
    Cozy Community
    Secondary social centre
    Primary social centre
    Secondary social centre
  • 28. More Ecosystems
    Busy Metropolis
    This is a social network within a network with many other communities. Facebook and LinkedIn fit this description. You can customize your own community, create new communities, and participate with other members and their communities.
    Multiple Municipality Management
    This is an ecosystem where the host agency builds profiles on multiple social networks like YouTube, LinkedIn, a blog, Technoratti, etc. The goal is to build a number of fully active communities that are all fully maintained.
  • 29. Commitment For Success
    Understanding the medium’s effort required
    Technographics should lead to the SM selection.
    Any form* of SM can be effective if the planning and implementation cycle is followed.
    *pending technographics
  • 30. Commitment For Success
    10 Steps
    1. Integrate with marketing plans – branding, messages, resource
    2. Interactive media plan – technographics, communication plan, resources, metrics,
    ecosystem
    3. Social media platforms(s) – either in it or not, flirting doesn’t count
    4. Unique content – you’re in the news business now
    5. Distribution – integrate into all your channels, reach out to new and existing contacts
    6. Audience Interaction – find reasons to motivate people to talk to you
    7. Online dialogue – interact with the comments and people… this can be tough
    8. Offline dialogue – transition comments to emails, phone calls and meetings
    9. Relationship conversion – prospects move into a managed sales process to monetize
    10. Program analysis – measuring, refining, managing the process, revamping
  • 31. Costs – rough estimates
    Type of SM and weekly frequency low – 1 hr/wk ($25/hr *52) = $1,300med – 3 to 5 hrs/wk = $3,900 to $6,500
    high – 6 to 10 hrs/wk = $7,800 to $13,000
    Scenario AScenario BScenario C
    Existing SNS Bespoke SNS Bespoke SNS
    Soft launch Soft launch Hard launch
    Integrated CRM PPC / SEO management
    Potential Direct Costs
    + Labour + Labour + Labour
    + No cost + No cost + TBD… ?
    + % of overheads + % of overheads + % of overheads
    + $1,000 - $15,000 + $1,000 - $15,000
    + $5,000 - $15,000
    + labour and/or ads
  • 32. Matching technographics to SM brands
    The conversation has been backward in social media conventions and articles since it hit the spotlight for the past 3 years.
    It’s not about Facebook
    It’s not about Twitter
    It’s not about YouTube, etc
    It’s about what we know already, it’s about what the target audience’s psychographic and technographic profile is.
    The foundation comes from giving people what the want creatively and pragmatically.
  • 33. What effort is required to be in SM?
    • The source Marketing Sherpa 2010
  • Decision Points
    • 1st draft vision and broad goals
    • 34. Monetization/ROI goals
    • 35. Technographics
    • 36. Distribution model
    • 37. Ecosystem architecture & bespoke IT spec
    • 38. 1st draft ROI model
    - Communication plan
    - 1st draft project plan
    • Resource commitment & ROI evaluation