5 social media trends to watch<br />Presented for KU by Justin Goldsborough (@jgoldsborough)<br />Justin Goldsborough<br /...
Who am I?<br />Friend<br />Husband<br />Bon Jovi<br />Northwestern<br />Kansas City Royals<br />Social media<br />Voluntee...
Today’s Agenda <br />Social media landscape<br />5 trends to watch<br />Business value of social media<br />Listen or lose...
Social media revolution<br />4<br />
Social media landscape<br />5<br />345 million<br />worldwide monthly viewers<br />100 million<br />users worldwide<br />1...
1. Business value of social media<br />
Social network use is growing <br />
What is it?<br />Social networking site that allows real-time connection between friends and brands.<br />
Engagement, Customer Service<br /><ul><li>Create
Profile, fan or group
 Customize
Wall, photos, applications, custom tabs, videos
Connect
Events, comments, offers, customer service </li></ul>99%<br />
Micro-blogging platform that allows users to share thoughts, ask questions in 140 characters or less. <br />What is it?<br />
Networking, Thought Leadership<br /><ul><li>Create
Develop a handle,create bio, find follow-ees
 Customize
Listen, Tweet, ReTweet (RT), Direct Message (DM)
Connect
Find related communities and network </li></li></ul><li>Twitter chats<br />
What is it?<br />Video sharing site where users can upload, view and share video clips. <br />
Thought Leadership<br /><ul><li> Create
Create account,upload video
 Customize
Film videos, tag videos, build and brand channel
Connect
Engage, vote, upload videos that answer customer questions/issues</li></ul>YouTube is the second largest search engine on ...
What is it?<br />Social networking site that allows real-time connection between working professionals.<br />
Lead Generation and networking<br /><ul><li>Create
Individual profile
 Customize
Find connections you want to add to your network for personal or professional reasons
Connect
Join industry groups or groups your target consumers are in and listen, engage</li></li></ul><li>2. Listen or lose<br />
2. Listen or Lose<br />
My favorite social media case study<br />
A company that specializes in pain relief finds itself in pain after its video targeted at moms backfires.<br />Many influ...
Making moms mad<br />
Making moms mad<br />
A customer accuses your airline of breaking his guitar and asks you to replace it.<br />After a year of contacting your cu...
United Breaks Guitars<br />10 million views<br />
From YouTube to CNN and ABC <br />27<br />
Financial Impact<br />($180 million)<br />-10% <br />
Two of your restaurant employees thought it would be funny to do some “gross” things with the food you serve in the kitche...
Much worse than The Noid!<br />
Dominos Ramon was listening, responding<br />125,000 embeds<br />
Then Dominos listened, responded<br />
Pizza turnaround campaign<br />
Sales on the rise<br />14%<br />
Pepsi and Gatorade recognized an increased need to better monitor and engage with customers within social media on a regul...
Consumers turning to Gatorade for expertise
Drove more than 700 visits to product locator
Allows Gatorade to take a negative situation and create a consumer-education moment </li></li></ul><li>3. Content marketin...
PR distribution process changes<br />
Old Spice guy<br />
3rd-party advocacy=marketing<br />
People share awesome<br />
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5 social media trends to watch

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Had the privilege to present this to the University of Kansas convergence media class recently.

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  • Do you value relationships?Everyone can use social media and is a journalist
  • Via status updates, wall posts, videos, photos and other content.If Facebook were a country, it would be the 3rd-largest in the world; more than 400 million users.Growing in popularityMostly with women age 35+
  • Example of how people use Facebook to form community around areas of passion Owning industry, connecting people with like passions, thought leadership
  • 7% of American adults are currently using TwitterSpeakto the process, how to actually accomplish items aboveTIPS AND TRICKSCreate hyperlink: click on image, walk through how to:Share photos (TwitPic, TweetPhoto)Find friends or topics(Summize, Twitteroti) Monitor chats (TweetDeck)Connect (TweetUp, Online chats)
  • 2nd most popular search engine on the Web next to Google.
  • NT Speak to the process, how to actually accomplish items above- Show examplesTIPS AND TRICKS (cut?)Create hyperlink: click on image, walk through how to:Share photosFind friendsMonitor chatsConnect liveMake sure that they have set up a url
  • Moms make 75% of the purchase decisions in the family
  • Traditional media looks to social media for news stories – Cision89% use blogs, 65% Facebook/LinkedIn, 52% Twitter --Winter 2009, CisionFired employee who followed policyBought new guitar – jointly gave $ to charityOffered to buy video for employee trainingLeft out limeade
  • Share price plunged by 10% wiping $180 million off the company’s value! -- ITN NewsWhat United’s done right: Finally fixing Dave’s guitar Compensation $$ going to charity Asked for copy of video for training purposes
  • Not going to show the video, but do you remember it? Stop and ask how you would have handled it.
  • The limeade was waiting for these people and let me tell you story
  • We hear you, care what you think
  • What is Dominos capital value after video?Drop story in -- Limeade
  • Jeff Jarvis story for SprintRealizedhow communications was changingCulture change – change how we do our jobsNo evangelizing -- educate
  • Covered by WSJ last monthMission Control
  • Mitch JoelNew marketing – content and conversationNot so much marketing as we think about it“But now that publishing in text, images, audio and video is so much more pervasive with such a lower barrier to entry, the time is ripe to re-evaluate how much Marketing your company should be doing versus how much publishing your company should be doing.”
  • Content marketing The results speak for themselves134 million-plus views on YouTube (1 million-plus for many videos including 10 million-plus for the recent iPad clip) Numerous awards 700 percent increase in sales since the campaign started in 2006
  • Throwing business cards and proposalsAct online like you would offline
  • Justin ‘Old’ marketing math: Blast your message to 5M loose targets with the hope of actually reaching the 5,000 who are actually interested.Social media marketing based on ‘new math’
  • People define it different ways but one reason IMC is important…
  • Metricsman.com
  • Great message for Nike. Completely wrong message for your social media strategy.Tell story on myself -- Bunge
  • Major news outlets relying on user-generated content – can’t be everywhere all the time, expectation for latest news is immediateReporters tweeting, blogging, Facebooking (yep, a verb now) – news outlets working reporter/customer social media into sitesMedia monitoring social networks, blogs, etc. for story ideasMom2Mom, Sprint Connection – changing the way they cover news
  • Nicole
  • 5 social media trends to watch

    1. 1. 5 social media trends to watch<br />Presented for KU by Justin Goldsborough (@jgoldsborough)<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />
    2. 2. Who am I?<br />Friend<br />Husband<br />Bon Jovi<br />Northwestern<br />Kansas City Royals<br />Social media<br />Volunteer<br />GenY<br />Irish setters<br />@jgoldsborough<br />(#pr20chat)<br />IABC<br />
    3. 3. Today’s Agenda <br />Social media landscape<br />5 trends to watch<br />Business value of social media<br />Listen or lose <br />Content marketing<br />Reaching the right people<br />Blurring of media and social media<br />5 things you can do today<br />Q&A <br />
    4. 4. Social media revolution<br />4<br />
    5. 5. Social media landscape<br />5<br />345 million<br />worldwide monthly viewers<br />100 million<br />users worldwide<br />100 million<br />monthly visitors<br />500 million<br />members worldwide<br />
    6. 6. 1. Business value of social media<br />
    7. 7.
    8. 8.
    9. 9. Social network use is growing <br />
    10. 10. What is it?<br />Social networking site that allows real-time connection between friends and brands.<br />
    11. 11. Engagement, Customer Service<br /><ul><li>Create
    12. 12. Profile, fan or group
    13. 13. Customize
    14. 14. Wall, photos, applications, custom tabs, videos
    15. 15. Connect
    16. 16. Events, comments, offers, customer service </li></ul>99%<br />
    17. 17. Micro-blogging platform that allows users to share thoughts, ask questions in 140 characters or less. <br />What is it?<br />
    18. 18. Networking, Thought Leadership<br /><ul><li>Create
    19. 19. Develop a handle,create bio, find follow-ees
    20. 20. Customize
    21. 21. Listen, Tweet, ReTweet (RT), Direct Message (DM)
    22. 22. Connect
    23. 23. Find related communities and network </li></li></ul><li>Twitter chats<br />
    24. 24. What is it?<br />Video sharing site where users can upload, view and share video clips. <br />
    25. 25. Thought Leadership<br /><ul><li> Create
    26. 26. Create account,upload video
    27. 27. Customize
    28. 28. Film videos, tag videos, build and brand channel
    29. 29. Connect
    30. 30. Engage, vote, upload videos that answer customer questions/issues</li></ul>YouTube is the second largest search engine on the Internet…<br />and it’s not a search engine.<br />Just ask Rebecca Black <br />
    31. 31. What is it?<br />Social networking site that allows real-time connection between working professionals.<br />
    32. 32. Lead Generation and networking<br /><ul><li>Create
    33. 33. Individual profile
    34. 34. Customize
    35. 35. Find connections you want to add to your network for personal or professional reasons
    36. 36. Connect
    37. 37. Join industry groups or groups your target consumers are in and listen, engage</li></li></ul><li>2. Listen or lose<br />
    38. 38. 2. Listen or Lose<br />
    39. 39. My favorite social media case study<br />
    40. 40. A company that specializes in pain relief finds itself in pain after its video targeted at moms backfires.<br />Many influential moms begin tweeting their discontent with the brand, which has endured more than 1,000 negative tweets and ended up in the New York Time by the time it posts an apology 48 hours after the “uprising” begins.<br />Case study No. 1<br />
    41. 41. Making moms mad<br />
    42. 42. Making moms mad<br />
    43. 43. A customer accuses your airline of breaking his guitar and asks you to replace it.<br />After a year of contacting your customer service team to no avail, this customer creates a YouTube video explaining his situation and the viewers begin piling up…in the thousands and eventually, millions.<br />Case study No. 2<br />
    44. 44. United Breaks Guitars<br />10 million views<br />
    45. 45. From YouTube to CNN and ABC <br />27<br />
    46. 46. Financial Impact<br />($180 million)<br />-10% <br />
    47. 47. Two of your restaurant employees thought it would be funny to do some “gross” things with the food you serve in the kitchen and they filmed it, posted it online.<br />The outcry online is strong and crosses multiple channels – YouTube, Twitter, Facebook, blogs. Your company has no official social media presence.<br />Case study No. 3<br />
    48. 48. Much worse than The Noid!<br />
    49. 49. Dominos Ramon was listening, responding<br />125,000 embeds<br />
    50. 50. Then Dominos listened, responded<br />
    51. 51. Pizza turnaround campaign<br />
    52. 52. Sales on the rise<br />14%<br />
    53. 53.
    54. 54. Pepsi and Gatorade recognized an increased need to better monitor and engage with customers within social media on a regular basis. <br /><ul><li>Shifted conversation to sports performance
    55. 55. Consumers turning to Gatorade for expertise
    56. 56. Drove more than 700 visits to product locator
    57. 57. Allows Gatorade to take a negative situation and create a consumer-education moment </li></li></ul><li>3. Content marketing<br />
    58. 58.
    59. 59. PR distribution process changes<br />
    60. 60.
    61. 61. Old Spice guy<br />
    62. 62. 3rd-party advocacy=marketing<br />
    63. 63. People share awesome<br />
    64. 64. 4. Reaching the right people<br />
    65. 65.
    66. 66. Your brand here <br />Reaching the right eyeballs, not all eyeballs<br />New Math: <br />5,000 people who sought out your message <br />are more valuable than <br />5 million who didn’t. <br />
    67. 67. Shifting sources of trust<br />of consumers trust recommendations from peers<br />78%<br />14%<br />of consumers trust<br />advertisements<br />{Lecture}<br />{Conversation}<br />Nielsen “Trust in Advertising” Survey, 2008<br />
    68. 68. The cat food conundrum <br />
    69. 69. Targeted blogger outreach<br />
    70. 70. <ul><li>Web sites
    71. 71. Blogs
    72. 72. Podcasts andVideos
    73. 73. Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
    74. 74. Field Sales
    75. 75. Presentations / Demonstrations
    76. 76. Sponsorships
    77. 77. Television
    78. 78. Radio
    79. 79. Outdoor
    80. 80. Print Ads
    81. 81. Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li>Events / Webinars
    82. 82. Media Relations
    83. 83. Online Outreach
    84. 84. Word of Mouth
    85. 85. Product Integration
    86. 86. Social Networks
    87. 87. Video/Photo Sharing Sites
    88. 88. Wikis/Wikipedia
    89. 89. Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
    90. 90. Coupons
    91. 91. Incentives
    92. 92. Point of Purchase</li></ul>Public Relations<br />Direct Marketing<br /><ul><li>Direct Response
    93. 93. Physical Mail
    94. 94. Email
    95. 95. Mobile / TXT</li></ul>Earned Media<br />Paid Media<br />
    96. 96. 5. Blurring of media and social media <br />
    97. 97.
    98. 98. Changing media landscape<br />52%<br />Twitter <br />89%<br />Blogs <br />65%<br />Facebook/LinkedIn<br />Source: Cision, Winter 2009<br />
    99. 99. The man who changed Twitter<br />
    100. 100. TMZ gets it right<br />
    101. 101. Tweets as sources<br />
    102. 102. Facebook too<br />
    103. 103. Evolution of Journalism<br />
    104. 104. News vs the Newspaper<br />
    105. 105. 5 things you can do today<br />
    106. 106. Implications<br />Five Things To Do Today<br />Check out #prstudchat and #u30pro communities and follow at least one journalist contact on Twitter. <br />Check out Gini’s, Shel’s, Chris’, Mitch’s or Sarah’s blog if you haven’t already. <br />Google yourself and make sure you are “listening.” <br />Keep practicing your writing and storytelling.<br />Network, network, network!<br />
    107. 107. Q&A<br />
    108. 108. Thank you!<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />Social Media Strategy<br />
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