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Social Media Presentation to SCAD

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Presentation to SCAD Alumni about Social Media, 2010

Presentation to SCAD Alumni about Social Media, 2010

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Social Media Presentation to SCAD Social Media Presentation to SCAD Presentation Transcript

  • STRATEGIC WEB 2.0MARKETING Jacob J. Aull 5/1/09 Copyright © SMC³
  • Business & Social Meida   Introduction to Web 2.0   Industry Drivers   Customer Behavior Analysis   Common Business Objectives & Strategy   Challenges Involved   Solutions   Measurable Benefits   Potential   Features/Benefits   Who Does Social Media Advertising?   Conclusion   Sources
  • What is Web 2.0?  The “old” Internet vs. the new  Broadcast is dead  “Multi-channel collaboration”  Social Media  Moving into Web 3.0 and the semantic Web…
  • Web 1.0 vs. Web 2.0 (a)
  • Industry Drivers for Web 2.0  Technology •  Linux •  Widgets •  Mash-ups  Business open strategies •  Open sourcing (or open innovation) •  Agile •  Alliance partners •  Affiliates
  • Industry Drivers, cont’d  Web drives marketing  Costs •  $ = Low, or free •  Time to learn, familiarize (growing pains) •  Time to launch •  Time to maintain  Customers •  Where they are •  Information sharing  Contacts
  • Industry Drivers for companies  New Business Strategies  Competition  …not “if,” but “when!”
  • Customer Behavior Analysis (b)  Gen Y (up to age 32) is more likely to: •  Get info about a job (64%) •  Use social networking sites (67%) •  Read blogs (43%)  Gens X+ (age 33+) are more likely to: •  Buy something online (80-72%) •  Bank online (65-49%) •  Visit gov’t sites (64-63%)
  • Customer Behavior, cont’d (b)  Less variation between generations: •  Use email (91%) •  Use search engines (89%) •  Research products (81%) •  Get news (70%) •  Make travel reservations (68%) •  Research for job (51%) •  Rate a person or product (32%) •  Download videos (27%) •  Participate in an online auction (26%) •  Download podcasts (19%) Bold = Web 2.0-specific
  • Common Business Objectives  Customer •  Customer-focus •  Information  Technology integration •  Video •  RSS  Communications •  Internal •  External
  • Business Strategies Open sourcing (open innovation) c •  “Prosumer”-driven •  Partner-driven •  Case study examples d –  IBM/Linux –  Boeing 777 –  Nike.comRequests/RFIs/ New Adapted Partner/online bidding/ > product > marketing > prosumer/contests/customer development communications salescommunications (mktg = PR) e
  • Business Strategies, cont’d Metcalfe’s Law (eBay) Network Brand Market Profit effects > awareness > share > margin (used to be share-of-voice) The Long-Tail Theory (obscure products/services) f Online niche Developed Prospect Niche Niche communities > markets > niche > cross- > sales (targets) search communications
  • Perceptions Challenged  Transparency •  Competition?  Negativity potential •  Customer back lash  Company structure •  Bottom-up-driven  Mental shifts •  Customer identification; “prosumers” •  Beyond the “walled garden”
  • Challenges to entry  Strategic planning •  Objectives •  Customer/Segment usage •  Media purpose •  Maintenance •  Clear communications capability
  • Challenges to entry, cont’d  Sophistication level •  vs. competitors •  vs. customers •  “What will people think?” •  “New kid” syndrome
  • Customer-side Benefits  Having the provider’s ear  Desired info •  e.g., prospects searching Digg •  or KnowledgeStorm  RSS control
  • Benefits from Customers  Customer-focus •  Finding & connecting •  Collaboration •  CRM •  Information provided (& shared) –  More detail –  Profiling •  Sales networking –  LinkedIn •  Customers choose you & your info
  • Measurable Benefits  Low communications costs •  Especially for one-to-one  n=1 (g) •  CRM •  “Fans” (net promoters) •  Customer-preference-indication data (blogs)  Network effects •  SEO/page rank •  Click-throughs •  Awareness •  Availability
  • Marketing Media Channels (h) 
  • Potential Loss (from previous chart h)  Total leads from online media (excluding “other” and “email”) = 37%  Without Social Media, there’s an 8% loss of total leads  SEO results, excluding social media, could be half as effective: •  We know some % of SEO leads are achieved with a page rank via network effects comprising multiple Web sites and Social Media. •  We know that at bare minimum, 8% of total leads are visiting Social Media (hence increasing SEO page rank). •  We know that SEO organic listings results (driving hits) are completely determined by page rank (& keywords). •  If the impact were 1:1, then ½ of the 16% SEO leads would have been enabled by Social Media marketing.
  • Potential Gain (h)  Another way to look at it…  If 16% of leads are yielded from Social Media (8% Social Media results + ½ of 16% SEO results)…  And if doing no Social Media mktg currently…  By adding it to mktg plan, we could potentially achieve a 19% increase in total leads! •  (Assuming currently operating at 84% leads-potential by neglecting Social Media, 100% / 84% = 1.19 multiple. 1.19 x 16% Social Media impact = 19% increase in leads.)
  • Company Impact Example (no Social Media mktg) i • Leverage Testimonials • Customer References • Online Community • BLOGS • Newsletters • Communicate through Partners
  • Company Alternative Potential Gain (i)  10% of respondents heard of SMC conference from Web site.  If those site hits occurred from search engine organic listings, that could potentially double (according to previous slide data & math; irrespective here of PPC hits).  3% of respondents heard of SMC conference from “Other;” including “Online Community,” “Blogs,” “Customer References” and “Communicate through Partners.”  If these responses represent half of “Other” total awareness leads (1.5%), they could double via Social Media involvement – giving more leads in addition to increased search leads (11.5% more awareness leads total).  Imagine if these percentages were applied to our product lead and development cycle - double the leads from Web media (irrespective of PPC)!
  • If Competitors are in Social Media, but Company isn’t…   There are customers whose preferred channels of communications are social media.   Those are leads competitors obtain and company misses.   Competitors have uncontested voice, via those 16% leads-generating channels, to steal business away.
  • Features/Benefits cont’d  Video upload & Web site widget •  YouTube  Image sharing •  Flickr  User-specified RSS feeds •  Difference from EMBs •  Press releases •  “Following” defined •  Twitter
  • Who Does Social Media Advertising? (j)   The top 16 IT companies (by revenue) were researched over 3 days for Web 2.0 promotions.   These were mainly B2B – or, like Microsoft and Adobe, had B2B as well as consumer faces.   Resulting 65% representation in the measured Web 2.0 media channels .   (100% would have equaled each company, with 1 promotion, in each media channel – or, “Total Investigations.”)Web2.0 ads‐Top 16 IT companies Social Networking Software Virtual  LinkedIn FaceBook MySpace Totals: Weblog submission sites Tagging Media Worlds Web 2.0 Media channels Custom pg (organic) Custom pg (organic) Custom pg (organic) Custom pg total: Network Totals: Digg TOTAL: flickr Del.icio.us TOTAL: Second LifeTotals: PPC ads PPC ads PPC ads PPC ad totals: Technorati Total Promotions: 15 3 19 3 7 6 41 12 53 6 10 16 12 15 27 19 115 Total Promotions Total investigations: 16 16 16 16 16 16 48 48 96 16 16 32 16 16 32 16 176 Total investigations
  • Benefits, concluded (a)
  • Sources  A.) Mastering Online Marketing by Mitch Meyerson  B.) “Generations online in 2009” by Sydney Jones, Pew/Internet (pdf)  C.) “There is no more normal” by Jena McGregor, BusinessWeek Mar 23 & 30, 2009  D.) Wikinomics: How Mass-Collaboration Changes Everything by Tapscott and Williams  E.) The New Rules of Marketing and PR by David Scott  F.) “The Long Tail” by Chris Anderson, Wired Magazine  G.) The New Age of Innovation by Prahalahad  H.) “Study: Company Blogs Lead Social Media Options” by Mark Walsh, MediaPost.com Jan 30, 2009  I.) MeetingExpectations! Conference Research Results (powerpoint file)  J.) “The Viral Green – The IT Industry and Web 2.0 Marketing.” by Jacob J. Aull, GSU masters’ final project research report. Apr 29, 2009.