Will social media boom in a bust economy?


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With marketing budgets being slashed and remaining funds shifting online, how can businesses make the most of social media?

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Will social media boom in a bust economy?

  1. 1. First, the bad news.
  2. 2. According to a recent study by ! the Association of National Advertisers: 77% of marketers are reducing their advertising budgets Source: http://www.ana.net/news/content/1622 (Feb. 10, 2009)
  3. 3. Where are the cuts? o  Departmental travel and expenses (87%) o  Ad campaign media budgets (77%) o  Ad campaign production (72%) o  Agency costs and expenses (68%) o  New project launches (58%)
  4. 4. The real bad news?
  5. 5. Those who stop advertising: o  Lose money, especially in the long term o  See a 20-30% drop in sales over 2 years o  Rebound slower after the recession Source: “Marketing in a Recession: 10 Things to Remember,” Adweek, Feb. 2, 2009
  6. 6. “This is not the time to cut advertising. It is well documented that brands ! that increase advertising during a recession ! can improve market share at lower cost than during good economic times.”
 — Professor John A. Quelch Harvard Business School
  7. 7. The moral? Social media is not ! a replacement ! for paid advertising. 

  8. 8. Ready for some quot; good news?
  9. 9. “Tight budgets will ! prod businesses to do ! what all the preaching and prodding won’t.” — Lisa Hoffmann, NewMediaLisa.com
  10. 10. 75% of marketing executives predict advertisers will move more than a quarter of media time and spending away from traditional channels over 5 years.

  11. 11. Where’s the money going?
  12. 12. A recent survey of marketers’ quot; priorities for 2009 included: o  Social media (68%) o  E-mail marketing (60%) o  Blogs (56%) o  Online video (51%) o  Microsites (43%) Source: Junta42 e-mail survey, December 2009
  13. 13. So what is social media? Social media is any tool that lets you share information and network with others.
  14. 14. So what is social media? • Blogging • Chat Rooms • Micro-blogging • Podcasts • Social networks • Virtual worlds • Video sharing • Wikis • Photo sharing • Applications
  15. 15. How are marketers using social media?
  16. 16. Social marketing is a mix of: o  Public relations o  Advertising o  Content strategy o  Search Engine Optimization (SEO) o  Web development
  17. 17. One approach: Encourage the conversation
  18. 18. In just five weeks, Little Debbie’s ! 100 Calorie Snack outreach sparked: o  98 posts on 71 blogs o  More than 5,000 reader comments o  830 new followers on Twitter
  19. 19. HP’s “31 Days of the Dragon” o  Gave laptops to 31 bloggers o  Laptops then given away to readers o  84% increase in HDX Dragon sales o  10% increase in overall PC sales Source: The Viral Garden, Sept. 29, 2008
  20. 20. Another approach: Join the conversation
  21. 21. Who’s on Twitter? o  Starbucks o  Ford o  Whole Foods o  Southwest o  GM o  Dunkin Donuts o  Dell o  Honda o  Kodak o  Zappos o  Comcast o  Red Cross o  Little Debbie o  H&R Block o  Rubbermaid o  Hertz o  Home Depot o  Nationwide
  22. 22. In December 2008, quot; Dell estimated it had made quot; $1 million in sales thanks to Twitter.
  23. 23. Twitter helps companies be: o  Proactive with customer service o  Efficient with their PR o  Useful to their customers
  24. 24. And yes, Blogging is still important. Perhaps more than ever.
  25. 25. A corporate blog offers you: o  A hub for all your social efforts o  A place to explain your side of the story o  An incredibly stronger search presence o  An open forum with your customers
  26. 26. Yet another approach: Start the conversation
  27. 27. 4 million views on YouTube
  28. 28. 7 million views, multiple remixes on YouTube
  29. 29. Saying you want to create a ! viral video! is like saying you want to write a best-selling book
  30. 30. A successful ‘viral’ needs: Something totally new o  Lots of money and time o  Lots of guts o  Lots of luck o  A strong distribution plan o 
  31. 31. What else is out there? o  Facebook pages, apps and causes o  Branded apps for iPhones, Android, etc. o  Alternate reality games o  Interactive online video o  Oh, and blogging. That’s still important.
  32. 32. Who should be doing quot; social media for companies?
  33. 33. Consultants? Pros: o  Short-term commitment o  Usually focused on training Cons: o  Little accountability o  Can have a cookie-cutter approach o  Often overstate experience
  34. 34. PR agencies? Pros: o  Long experience with outreach, ! crisis management and conversation-starting Cons: o  Still addicted to press releases o  Larger agencies too bureaucratic o  Don’t empower clients to get involved
  35. 35. Buzz agencies? Pros: o  Savvy with new media and metrics o  Hungry for work, clients and case studies Cons: o  Little accountability and track record o  Often repackage same tools o  Limited resources for bigger projects
  36. 36. Internal PR staff? Pros: o  Close understanding of the corporate culture o  Access to many parts of the company Cons: o  Close understanding of the corporate culture o  Few resources for design and development
  37. 37. Ad agencies? Pros: o  Good design, interactive and writing skills o  Understand complementary role of paid media Cons: o  Too often think of social media in terms of campaigns or publicity stunts, not long-term communication
  38. 38. There’s no right answer, except to find a partner you trust. And then get out there and do some incredible things.
  39. 39. Thanks for your time. david.griner@luckie.com Twitter.com/griner TheSocialPath.com
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