SOCIAL MEDIA BUSINESS ADOPTION & TRENDS        IABC meeting 2.3.11 presented by andrew footeSOCIAL MEDIA BUSINESS ADOPTION...
THE EMPOWERED INDIVIDUAL, THE NEW POWER INFLUENCER                                                     Technology and othe...
THE CONSUMER DECISION JOURNEY HAS EVOLVED   David C. Edelman   Harvard Business Review, Dec. 2010
WHAT DOES AN EMPOWEREDCONSUMER MEAN FOR MARKETERS?
OPPORTUNITY
RISK                                                                                                Issue impacted search ...
HOW ARE MARKETERS ADAPTING?
The purpose of a business isto create a customer – Peter Drucker…who creates customers – Shiv Singh
% of Total          Note: Includes companies with 100+ employees          Source: eMarketer, Nov. 1 2010Global Social Medi...
MOVING BEYOND THE CAMPAIGN CYCLE           campaign   campaign     campaign   campaignaudience                            ...
CREATING PLATFORMS FOR SUSTAINED ENGAGEMENT                             utilityaudience                      time
HOW ARE COMPANIES ORANIZINGSOCIAL MEDIA EFFORTS?
BUILD STRATEGY IN ALIGNMENT WITH BUSINESS GOALS Behavior Change                        Economic Success Raising awareness ...
ESTABLISH A STRONG FOUNDATION
TAKE A CROSS-FUNCTIONAL APPROACH                                                                Customer           Human  ...
HOW ARE COMPANIES USINGSOCIAL MEDIA?
LISTENING, GATHERING INSIGHTS, RESPONDING TO CUSTOMERS
PROTECTING CORPORATE REPUTATION
BUILDING FAN LOYALTY THROUGH EXCLUSIVE EXPERIENCES
DRIVING SALES
ENHANCING CSR EFFORTS
IMPROVING AND CO-CREATING PRODUCTS/SERVICES
DELIVERING VALUE & UTILITY
INCREASING PRODUCT TRIAL
ENGAGING & EMPOWERING BRAND ADVOCATES
PROVIDING INSIGHTS & EDUCATION
THANK YOUAndrew FooteEdelman Digitalandrew.foote@edelman.comTwitter: @andrewfoote
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Social Media Business Adoption & Trends, courtesy of Andrew Foote, SVP Edelman, and presented at "Making Social Media Work for Your Strategic Communications Plan" on 2/3/11

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Social Media Business Adoption & Trends_Edelman_AndrewFoote_iabcnj_meeting

  1. 1. SOCIAL MEDIA BUSINESS ADOPTION & TRENDS IABC meeting 2.3.11 presented by andrew footeSOCIAL MEDIA BUSINESS ADOPTION & TRENDS
  2. 2. THE EMPOWERED INDIVIDUAL, THE NEW POWER INFLUENCER Technology and other social forces have empowered the individual to act as citizen marketer, influencer, activist and self-publishing journalist. “Someone like me” is the most trusted source (60% in US)http://www.flickr.com/photos/sungazing/2793271140/
  3. 3. THE CONSUMER DECISION JOURNEY HAS EVOLVED David C. Edelman Harvard Business Review, Dec. 2010
  4. 4. WHAT DOES AN EMPOWEREDCONSUMER MEAN FOR MARKETERS?
  5. 5. OPPORTUNITY
  6. 6. RISK Issue impacted search results for Dominos to this day YouTube video shows CEO video on YouTube Employees tampering addresses the issue with food at a and reassures customers Dominos outlet Consumers share YouTube video Dominos sets up a corporate through Twitter, picked up by The Twitter profile to Consumerist, NYT and Huffington Post respond to customers
  7. 7. HOW ARE MARKETERS ADAPTING?
  8. 8. The purpose of a business isto create a customer – Peter Drucker…who creates customers – Shiv Singh
  9. 9. % of Total Note: Includes companies with 100+ employees Source: eMarketer, Nov. 1 2010Global Social Media Check Up, 2010
  10. 10. MOVING BEYOND THE CAMPAIGN CYCLE campaign campaign campaign campaignaudience time
  11. 11. CREATING PLATFORMS FOR SUSTAINED ENGAGEMENT utilityaudience time
  12. 12. HOW ARE COMPANIES ORANIZINGSOCIAL MEDIA EFFORTS?
  13. 13. BUILD STRATEGY IN ALIGNMENT WITH BUSINESS GOALS Behavior Change Economic Success Raising awareness Increasing sales Shifting attitudes and change Growing market share (or brand stakeholder perceptions preference share) Driving trial Return on marketing investment Inspiring action: Do more or Do less Growing shareholder value or share price Recommending (e.g. net promoter score) Increasing reputation and image (via external rankings, stock price)
  14. 14. ESTABLISH A STRONG FOUNDATION
  15. 15. TAKE A CROSS-FUNCTIONAL APPROACH Customer Human IT / Sales Comms Marketing Service Resources Legal Enterprise Digital + Social Media Strategy Channel/Platform Strategy Resources, Roles, Responsibilities Content Integration Guidelines, Protocols, Best Practices Agency Partners Social Media Strategies Editorial Planning SEO/SEM Digital Governance Model Campaign Development Blogger Activation Social Media Training Measurement Approach Program Refinement Web Development Content Creation Insights & Education
  16. 16. HOW ARE COMPANIES USINGSOCIAL MEDIA?
  17. 17. LISTENING, GATHERING INSIGHTS, RESPONDING TO CUSTOMERS
  18. 18. PROTECTING CORPORATE REPUTATION
  19. 19. BUILDING FAN LOYALTY THROUGH EXCLUSIVE EXPERIENCES
  20. 20. DRIVING SALES
  21. 21. ENHANCING CSR EFFORTS
  22. 22. IMPROVING AND CO-CREATING PRODUCTS/SERVICES
  23. 23. DELIVERING VALUE & UTILITY
  24. 24. INCREASING PRODUCT TRIAL
  25. 25. ENGAGING & EMPOWERING BRAND ADVOCATES
  26. 26. PROVIDING INSIGHTS & EDUCATION
  27. 27. THANK YOUAndrew FooteEdelman Digitalandrew.foote@edelman.comTwitter: @andrewfoote
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