Social Media Amid Seismic Change


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Social Media Amid Seismic Change

  1. 1. Social Marketing Amid Seismic Change February 28, 2008
  2. 2. Set-up <ul><li>Key technologies, platforms and companies that make up the social media </li></ul><ul><li>Social media marketing essentials </li></ul><ul><li>How to listen to and get involved in the online conversation </li></ul>
  3. 3. Intro/Goals/Rules <ul><li>Inform, discuss, debate </li></ul><ul><li>Focus on real-world, real-time examples of what is taking place </li></ul><ul><li>Leave with ideas, context, something that can improve performance - and maybe something you can leverage at a cocktail party </li></ul><ul><li>Dialogue vs. monologue </li></ul><ul><li>Continue the conversation </li></ul>
  4. 4. Social Media Marketing – Monumental Market Change <ul><li>Traditional audience connection (internal, external) has changed dramatically and continues to evolve – One way “push” marketing is dead </li></ul><ul><li>A by-product is that control – over brand, over message, over response, over ownership – is being ceded, like it or not </li></ul><ul><li>The game is intact, but the rules are changing constantly </li></ul>
  5. 5. Expectations and New Channels <ul><li>Everyone wants a say </li></ul><ul><li>Real-time response and communications is standard </li></ul><ul><li>Feedback – critical and otherwise – is the norm, and can be difficult/impossible to mitigate </li></ul><ul><li>Monitoring and insight becomes paramount </li></ul><ul><li>Visceral and intellectual branding must align </li></ul>
  6. 6. The Myth of “Convergence” <ul><li>Divergence is a truer descriptor, and it’s global </li></ul><ul><li>The velocity and depth of communications and information access has changed more in the last 20 years than in the prior 2000 years combined </li></ul><ul><li>“Search” didn’t exist 15 years ago and is now nearly a $20B industry </li></ul><ul><li>Compounded mediums mean bombarded audiences – CPA (Continuous Partial Attention) </li></ul><ul><li>Price, product, customer service not enough – Engagement wins, and it takes creativity </li></ul>
  7. 7. Enabling Technologies <ul><li>Blogging </li></ul><ul><li>RSS </li></ul><ul><li>Wikis </li></ul><ul><li>Tagging </li></ul>
  8. 8. A New and Expanding Vocabulary
  9. 9. The Game is the Same…. <ul><li>… but the rules, and the dynamics (and consequences) are changing rapidly and will continue to do so </li></ul><ul><li>“ Social media marketing” becomes just another consideration, tool in the overall marketing mix </li></ul><ul><li>Pushing levers to affect outcomes… </li></ul>
  10. 10. Case Studies
  11. 11. Ford <ul><li>High Cost of Low Knowledge (Black Mustang Club) </li></ul>
  12. 12. Dow Chemical <ul><li>Senior Perspective and Leadership CEO Blog </li></ul>
  13. 13. Deloitte <ul><li>Connecting to Your People YouTube </li></ul>
  14. 14. Smirnoff <ul><li>Viral Product Launch YouTube </li></ul>
  15. 15. Chrysler <ul><li>Updating on Major Issues Social media Web Site </li></ul>
  16. 16. <ul><li>Issues Management </li></ul>
  17. 17. Dell <ul><li>Communications to Repair Reputation Damage </li></ul>
  18. 18. Minneapolis <ul><li>Creating a Community of Interest Facebook </li></ul>
  19. 19. Eastman Chemical <ul><li>Positioning in B2B Eastman Chemical </li></ul>
  20. 20. IBM <ul><li>Spurring Collaboration Through New Venues </li></ul>
  21. 21. Forest City <ul><li>Community Development </li></ul>
  22. 22. United Health Group <ul><li>Media Monitoring and Analysis </li></ul>
  23. 23. General Motors <ul><li>Media Outreach and Marketing </li></ul>
  24. 24. Domino’s Pizza <ul><li>Applying All of This Access for Silliness Sake – Domino’s “Pizza Tracker” </li></ul>
  25. 25. Questions, Comments, What Are You Doing (or Thinking About Doing)? <ul><li>Staying current of changes is essential </li></ul><ul><li>Figure out right fit for the right situation, right organization </li></ul><ul><li>Inform “up” when possible, “down” to implement </li></ul><ul><li>Adjust traditional marketing ROI components for impact in new mediums </li></ul>
  26. 26. Resources <ul><li>Books </li></ul><ul><li>Naked Conversations Robert Scoble & Shel Israel </li></ul><ul><li>Social Media Trevor Cook & Lee Hopkins </li></ul><ul><li>Call to Action Jeffery & Bryan Eisenberg </li></ul><ul><li>Buzz Marketing & Blogs for Dummies Susannah Gardner </li></ul><ul><li>The Cluetrain Manifesto Christopher Locke, Doc Searls, Rick Levine & David Weinberger </li></ul><ul><li>The Long Tail Chris Anderson </li></ul><ul><li>Small is the New Big Seth Godin </li></ul><ul><li>Blogs </li></ul><ul><li>A Shel of My Former Self </li></ul><ul><li>Micro Persuasions </li></ul><ul><li>Blogging for Business </li></ul><ul><li>Buzz Machine </li></ul><ul><li>Media Shift </li></ul><ul><li>The Social Customer Manifesto </li></ul><ul><li>Lifehacker </li></ul>