The Power of Bringing Your Fans Into the Marketing Mix

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  • According to research by Sprint, 85% of Americans own a cell phone; in Brazil, that number is 80%; India has the second highest with 400 million phones, and China = #1 with 650 million handsets.
  • http://www.youtube.com/watch?v=YOB6gos1OeY
  • The Power of Bringing Your Fans Into the Marketing Mix

    1. 1. Marketing 2.0 Conference, Paris 2010 The Power of Bringing Your Fans Into the Marketing Mix BSI
    2. 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
    3. 3. Angela LoSasso Global Social Media Strategy & Programs The Power of “ AND ” – bringing your fans into the marketing mix
    4. 4. About HP 07/15/10 <ul><li>300,000+ employees in 170+ countries worldwide </li></ul><ul><li>Q1 FY2010 Revenue of $31.2 billion </li></ul><ul><li>Q1 FY2010 non-GAAP basis profit of$3.5 billion </li></ul><ul><li>About the Imaging and Printing Group </li></ul><ul><li>Q1 IPG revenue of $6.2B </li></ul><ul><li>Q1 operating profit of $1.1 billion </li></ul>
    5. 5. Digital trends and the new media mix landscape
    6. 6. The more things change, the more they remain the same <ul><li>The right customer … </li></ul>07/15/10 Effective marketing continues to reach: with the right message … and in the right place! at the right time …
    7. 7. Trend 07/15/10 Source: Magna’s Robert Coen Report (Dec ‘08) as seen in AdAge. Source: Jupiter Research Entertainment & Media Survey, 2008 (HHI $100K+) Total US Advertising Spend Media Consumption Watching TV 11 hours per week Listening to radio 3 hours per week Reading magazines, 1 hour Reading newspapers, 1 hour Going Online 14 hours per week >40% of their time Gap between ad spend and media consumption The Opportunity 12 % Newspapers 23 % Direct mail 24 % TV (broadcast & cable) 5% Online 21 % Other media 5 % Yellow pages 5 % Magazines 6 % Radio Spending even more time online
    8. 8. Trend 07/15/10 <ul><li>2010 </li></ul><ul><li>Google </li></ul><ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>Yahoo! </li></ul><ul><li>Windows Live </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogger.com </li></ul><ul><li>Baidu </li></ul><ul><li>MSN </li></ul><ul><li>qq.com </li></ul>Social network growth <ul><li>2005 </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN </li></ul><ul><li>Google </li></ul><ul><li>eBay </li></ul><ul><li>Amazon </li></ul><ul><li>Microsoft </li></ul><ul><li>MySpace </li></ul><ul><li>Google.co.uk </li></ul><ul><li>AOL </li></ul><ul><li>Go </li></ul>* Top global web sites according to Alexa (Feb 2010)
    9. 9. Trend 07/15/10 Twitter user growth Source: HubSpot State of Twitersphere Report, June 2009 Microblogging explodes 0% 4% 8% 1 2% 1 6% 3/1/06 7/1/06 11/1/06 3/1/07 7/1/07 11/1/07 3/1/08 7/1/08 11/1/08 3/1/09 Total # of Tweets to date: over two trillion over 9000 every second
    10. 10. Trend <ul><li>85% </li></ul>Mobility
    11. 11. Trend Video 77%
    12. 12. Trend Reviews Credibility
    13. 13. The Mix Matters 07/15/10 21 12 39 28 Initial consideration 26 37 10 26 Active evaluation 43 31 5 22 Closure Consumer-driven marketing Store/agent/dealer interactions Company-driven marketing Past experience Word-of-mouth Online research Offline and/or print reviews Advertising Direct marketing Sponsorship In-store product experience Salesperson contact
    14. 14. Let’s talk about how social media influences opinion and action
    15. 15. Why embrace social media? <ul><li>150 million people around the world actively use Facebook </li></ul><ul><li>50% of Facebook users check it daily </li></ul><ul><li>If Facebook were a country, it would be the eighth most populated in the world, just ahead of Japan, Russia and Nigeria </li></ul>07/15/10 Source: Mark Zuckerberg, Jan 7, 2009
    16. 16. Why embrace social media? 07/15/10 <ul><li>60% of Americans use social media . (2008 Cone Business in Social Media Study) </li></ul><ul><li>85% of social media users believe a company should interact with them socially (2008 Cone Business in Social Media Study) </li></ul><ul><li>> 35 million Moms are online and they use social networking as often as Search to find out about what to buy and where to buy (2009 EMarketer report “Moms more influential than Ever”) </li></ul><ul><li>50% of online women bought a product because of a social network . (She Speaks Annual Social Media Study) </li></ul>
    17. 17. Social drives Search 07/15/10
    18. 18. Social Media examples
    19. 19. Social Networking at HP <ul><li>Customers … want to have a say </li></ul>What we have learned Critics … want to have a say Fans … want to have a say Employees … want to have a say 07/15/10
    20. 20. Awareness & Advocacy: It’s about context 07/15/10 Impressions + Engagement + Context = Influence People CHOOSE to hit the “Play” button
    21. 21. Awareness & Advocacy: It’s about context 07/15/10 Impressions + Engagement + Context = Influence 86.9% say they trust a friend’s recommendation over a review by a critic 83.8% say they trust user reviews over a critic . Source: Marketing Sherpa, July 2007
    22. 22. Awareness & Advocacy: It’s about context 07/15/10 Impressions + Engagement + Context = Influence 86.9% say they trust a friend’s recommendation over a review by a critic 83.8% say they trust user reviews over a critic .
    23. 23. Empower Fans to Be Advocates 07/15/10
    24. 24. Give Fans a Voice (video) 07/15/10
    25. 25. How to measure this?
    26. 26. “ Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted” 07/15/10 — Albert Einstein
    27. 27. Measurement <ul><li>Traditional </li></ul><ul><ul><li>Impressions </li></ul></ul><ul><ul><li>Lead Generation </li></ul></ul><ul><ul><li>Press Mentions </li></ul></ul><ul><ul><li>CTR </li></ul></ul><ul><ul><li>Search ranking </li></ul></ul><ul><li>Emerging </li></ul><ul><ul><li>Extremely targeted audience </li></ul></ul><ul><ul><li>Blog mentions </li></ul></ul><ul><ul><li>How many tweets? </li></ul></ul><ul><ul><li>How many social bookmarks? </li></ul></ul><ul><ul><li>How many mentions on social networks? </li></ul></ul>07/15/10 +
    28. 28. Measurement <ul><li>Establish a baseline of where you are now in search results </li></ul>07/15/10 Where do you rank as campaigns starts? As social marketing and amplification ramps, does your search result ranking improve ? Do you get multiple mentions in results? Social media affects search
    29. 29. Measurement <ul><li>Do people love you or… ? </li></ul>07/15/10 Are the majority of comments complimentary or critical? Can you change a bad to a good? Does it affect influence? Sentiment
    30. 30. Remember… it’s an “ AND ” <ul><li>Digital AND social are the future… how do they work with and impact other assets? </li></ul>07/15/10 Use the data AND trust your gut if you have a good compass (or get someone who does) Leave enough room for innovation AND experimentation Traditional AND emerging measurement are important &
    31. 31. Thank you!

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