This was presented to IAEE to provide strategy for incorporating Social Media into their current trade show or marketing and customer/client interactions.
21. “Human Beings are
Powered by Emotion, Not
by Reason” ♥
How does this change
the way you market
your corporate brand?
22. “The essential difference between
emotion and reason is that
emotion leads to action, while
reason leads to conclusions.”—
Donald Calne, neurologist
25. What’s Happening Online???
• 1.4 Billion People Online
• 55 trillion links between all of the pages in
the Internet world
26. What’s Happening Online???
• 1.4 Billion People Online
• 55 trillion links between all of the pages in
the Internet world
• 2 million emails sent every second
27. What’s Happening Online???
• 1.4 Billion People Online
• 55 trillion links between all of the pages in
the Internet world
• 2 million emails sent every second
• 1 million instant messages sent every
second
28. What’s Happening Online???
• 1.4 Billion People Online
• 55 trillion links between all of the pages in
the Internet world
• 2 million emails sent every second
• 1 million instant messages sent every
second
• 700 billion searches via the internet in 2008
29. What’s Happening Online???
• 1.4 Billion People Online
• 55 trillion links between all of the pages in
the Internet world
• 2 million emails sent every second
• 1 million instant messages sent every
second
• 700 billion searches via the internet in 2008
– Just for Google!
39. Social Networking is…
• What is it?
– It is the building of relationships
– It is the building of trust
40. Social Networking is…
• What is it?
– It is the building of relationships
– It is the building of trust
– It is the building of emotional ties
41. Social Networking is…
• What is it?
– It is the building of relationships
– It is the building of trust
– It is the building of emotional ties
– It is the building of familiarity
42. Social Networking is…
• What is it?
– It is the building of relationships
– It is the building of trust
– It is the building of emotional ties
– It is the building of familiarity
– It is the building of a community
43. Social Networking is…
• What is it?
– It is the building of relationships
– It is the building of trust
– It is the building of emotional ties
– It is the building of familiarity
– It is the building of a community
– It is the building of transparency
44. Social Networking is…
• What is it?
– It is the building of relationships
– It is the building of trust
– It is the building of emotional ties
– It is the building of familiarity
– It is the building of a community
– It is the building of transparency
– It is the development of new way of living...
47. How Does This Work?
People Talking to People...
Who Talk to Other People...
48. How Does This Work?
People Talking to People...
Who Talk to More People....
Who Talk to Other People...
49. How Does This Work?
People Talking to People...
Who Talk to More People....
Who Talk to Other People...
Who Meet People through the other People with whom They Talk
51. • #1 social networking site on the web
• More than 307 million active users Age % of
worldwide in May, 2009 18 - 24 Users
29.22%
• Over 70 million users in U.S. alone 25 - 34 24.70%
• In April 2009, users spent 13.9 billion 35 - 44 20.10%
minutes online 45 - 54 16.97%
55+ 9.01%
• Companies can create Business Pages
in which customers or future Gender % of Users
customers can become fans and Male 45%
interact with your page by leaving Female 55%
comments, posting pictures, sharing
comments
Courtesy of Quantcast.com
52. • #1 social networking site on the web
• More than 307 million active users Age % of
worldwide in May, 2009 18 - 24 Users
29.22%
• Over 70 million users in U.S. alone 25 - 34 24.70%
• In April 2009, users spent 13.9 billion 35 - 44 20.10%
minutes online 45 - 54 16.97%
55+ 9.01%
• Companies can create Business Pages
in which customers or future Gender % of Users
customers can become fans and Male 45%
interact with your page by leaving Female 55%
comments, posting pictures, sharing
comments
Courtesy of Quantcast.com
53. te s t
Fa s i ng!
• #1 social networking site on the web
G ro w
• More than 307 million active users Age % of
worldwide in May, 2009 18 - 24 Users
29.22%
• Over 70 million users in U.S. alone 25 - 34 24.70%
• In April 2009, users spent 13.9 billion 35 - 44 20.10%
minutes online 45 - 54 16.97%
55+ 9.01%
• Companies can create Business Pages
in which customers or future Gender % of Users
customers can become fans and Male 45%
interact with your page by leaving Female 55%
comments, posting pictures, sharing
comments
Courtesy of Quantcast.com
59. What’s Changed???
• “The world
has shifted
from e-
e ed
business to me
N
e
business”
W ne
O n li ! !!
en
60. Social Networking Ad Spending
• $2.5 billion by 2011
– Facebook will start to dominate in 2010
• $230 million (+9.5%)
– MySpace
• $495 million (-15%)
• 53% will increase their Social Network
spending in 2009
63. Let’s take a look
at a live
FACEBOOK
Business Page
64. Why do People Join
Networking Sites?
• 78% to meet people
• 47% to be entertained
• 38% to learn something
• 23% to influence others
• Consumer brand owners use the following:
– Branded microsites
– Customer reviews
– Peer to Peer sharing
– Community created products
65. • # 2 social networking site on the
internet
Age % of
• Has over 123 million users 18 - 24 Users
36.79%
worldwide 25 - 34 22.02%
• U.S. audience of over 73 million 35 - 44 20.58%
users 45 - 54 15.27%
• 230,000 new registrations per day 55+ 5.34%
• 2.5 times the traffic of Google Gender % of Users
• Reaches more men than ESPN.com Male 42%
and more women than iVillage.com Female 58%
Courtesy of Quantcast.com
66. Age % of Users
• 100 million users a month (March 2009) 15 - 24 29%
25 - 34 27%
• 6.3 billion videos viewed in March
35 - 44 25%
• 75% of Americans watched an online 45 - 54 15%
video last month 55+ 4%
• Companies can link to their consumers
very personally and provide short, Gender % of
compelling videos, introducing Male Users
49%
themselves, products, events, etc. Female 51%
• The reach is considerable when videos
spread virally through email, websites,
other media platforms
Courtesy of Quantcast.com
Nielson/NetRatings, US only, March 2008 and YouTube.com
69. • Over 27 million people visit the site per month
• Host more than 2 billion images
• The top site that exclusively provides the service of
online storage and management of photos
• Flickr is a database that companies can utilize to
upload their photos (of any type)
• Also, other social networking sites can link to Flickr,
allowing only one update to affect all platforms
Courtesy of Quantcast.com
71. • Over 40 million registered users and
almost 11.7 million visits to the site per
month
• A virtual business card rolodex. With all Age % of User
of your contacts on one page you can 3-11 0%
connect with past, present, and future 12-17 0%
clients and suppliers very easily
18-34 37%
• Is unmatched with any other social
35-49 43%
networking site in connecting businesses
or professionals to one another 50+ 20%
• More than 75% of users are college Gender % of Users
educated
Male 48%
• LinkedIn can be utilized for referrals or
Female 52%
to build creditability
Courtesy of Quantcast.com
72. eN ot
ou Ar
If Y ,Y ou
ed In
L i nk st Be
ht Ju
M ig ut! !!!
ke dO
L oc
33
73. • Social networking site that combines texting and
blogging called microblogging
Gender % of
• 19.7 million Twitter members Attracting 135 Male Users
48%
million visitors per month
Female 52%
• Twitter can be used to provide short messages
about trends from trade shows being attended,
announcing new availability, announcing events,
or involving consumers in NPD
Courtesy of Quantcast.com
76. • Yelp is a online database with user-
generated reviews. Age % of Users
3-11 0%
• 2.7 million unique users each month
12-17 1%
• Restaurants, nightclubs, and other
18-34 46%
areas of interest in a particular
geological location are given 1-5 star 35-49 35%
ratings 50+ 18%
• Some members are classified “Yelp
Elite Squad” which are the most active
and influential members on the site and Gender % of
whose reviews are most trusted Male Users
43%
Female 57%
Courtesy of Quantcast.com
77.
78. Ning
• Target Audience:
– Age 15-45 for both males and females
• History
– Launched in October 2005
– Offered several simple based websites
• It’s unique feature
– Anyone can make a full copy of the types of social networks that are
popular today and customize them for a particular topic or need, catering
to specific audiences.
• What is it?
– Tool to create a fully functional and customized social network in minutes
without being a developer.
– Themes and templates can be changed without using any kind of coding,
only clicking and dragging.
81. Viral Brand Awareness
• You Don’t Own Your Brand
– They own your brand
• Who are they???
– Customers
– Users
– Lovers
– Haters
– Competitors
– The People of Earth
82. Viral Brand Awareness
• Word of Mouth Agents
– Email
– Instant Messaging
– Blogging
– Phone
– Phone Cameras
– Tweets
– Video
83. The Year(s) of Me-Media
• You-Tube
– 125 million daily downloads….DAILY!!!
– Launched January 2005
– Video of Choice for My-Spacers
• Nike Video
– 2 1/2 minute video of Brazilian soccer star Ronaldinho
• Viewed 20 million times on You-tube
• Placement Cost - $0
89. Consumer Generated Media
• CGM
– Diet Coke / Mentos
– 9.5 million views on
You-Tube
– Sales of Mentos up
14.5% in 2006
90. Consumer Generated Media
• CGM
– Diet Coke / Mentos
– 9.5 million views on
You-Tube
– Sales of Mentos up
14.5% in 2006
• Coke’s reaction
91. Consumer Generated Media
• CGM
– Diet Coke / Mentos
– 9.5 million views on
You-Tube
– Sales of Mentos up
14.5% in 2006
• Coke’s reaction
– Cease & Desist
92. Consumer Generated Media
• Who’s Involved?
– Frito-Lay
– MasterCard
– Nissan
– American Express
• Get People Engaged
– Create videos
– Upload for approval
93. Blogs and Your Brand
• 81% of online searchers read blogs
– 53% read them weekly
– 70% of the 53% pass the information on to others
• Should you write your own Blog
– Okay if you are transparent
– Absolutely not acceptable if through subterfuge
– Wal-Marting Across America
99. Corporate or Association Blog
• Provides steady stream of anticipated new content to
your target audience
100. Corporate or Association Blog
• Provides steady stream of anticipated new content to
your target audience
• Creates an interactive, live personality to the company,
not just a static corporate feel
101. Corporate or Association Blog
• Provides steady stream of anticipated new content to
your target audience
• Creates an interactive, live personality to the company,
not just a static corporate feel
• Enables the content to be picked up by blog feeds and
consumers, it heightens awareness of the company
102. Corporate or Association Blog
• Provides steady stream of anticipated new content to
your target audience
• Creates an interactive, live personality to the company,
not just a static corporate feel
• Enables the content to be picked up by blog feeds and
consumers, it heightens awareness of the company
• Creates transparency
103. Corporate or Association Blog
• Provides steady stream of anticipated new content to
your target audience
• Creates an interactive, live personality to the company,
not just a static corporate feel
• Enables the content to be picked up by blog feeds and
consumers, it heightens awareness of the company
• Creates transparency
• Builds relationships
104. Corporate or Association Blog
• Provides steady stream of anticipated new content to
your target audience
• Creates an interactive, live personality to the company,
not just a static corporate feel
• Enables the content to be picked up by blog feeds and
consumers, it heightens awareness of the company
• Creates transparency
• Builds relationships
• Easily incorporated into other platforms
106. Examples of how You can use
Social Networking
• Facebook Business Page focused on brand building, introducing
new techniques and processes, and feeding new content. Also,
connecting to targeted groups
107. Examples of how You can use
Social Networking
• Facebook Business Page focused on brand building, introducing
new techniques and processes, and feeding new content. Also,
connecting to targeted groups
• MySpace Page focused on brand building, feeding new content,
and connecting to younger groups
108. Examples of how You can use
Social Networking
• Facebook Business Page focused on brand building, introducing
new techniques and processes, and feeding new content. Also,
connecting to targeted groups
• MySpace Page focused on brand building, feeding new content,
and connecting to younger groups
• YouTube - Monthly videos of Management team, tour of shows,
attendees, exhibitors, etc. Feature on all platforms
109. Examples of how You can use
Social Networking
• Facebook Business Page focused on brand building, introducing
new techniques and processes, and feeding new content. Also,
connecting to targeted groups
• MySpace Page focused on brand building, feeding new content,
and connecting to younger groups
• YouTube - Monthly videos of Management team, tour of shows,
attendees, exhibitors, etc. Feature on all platforms
• Flickr - Upload all new event photos, photos of the trade show,
meeting, event, etc and incorporate into other platforms
110. Examples of how You can use
Social Networking
• Facebook Business Page focused on brand building, introducing
new techniques and processes, and feeding new content. Also,
connecting to targeted groups
• MySpace Page focused on brand building, feeding new content,
and connecting to younger groups
• YouTube - Monthly videos of Management team, tour of shows,
attendees, exhibitors, etc. Feature on all platforms
• Flickr - Upload all new event photos, photos of the trade show,
meeting, event, etc and incorporate into other platforms
• Twitter - Connect to your attendees, clients, exhibitors
111. Examples of how You can use
Social Networking
• Facebook Business Page focused on brand building, introducing
new techniques and processes, and feeding new content. Also,
connecting to targeted groups
• MySpace Page focused on brand building, feeding new content,
and connecting to younger groups
• YouTube - Monthly videos of Management team, tour of shows,
attendees, exhibitors, etc. Feature on all platforms
• Flickr - Upload all new event photos, photos of the trade show,
meeting, event, etc and incorporate into other platforms
• Twitter - Connect to your attendees, clients, exhibitors
• Blog - Update 1-3 times a week. Incorporate into website
112. How will this Benefit You?
• You can appear to be transparent to your target
audience:
– Allowing your target to be involved with your
company (e.g. immediate customer input) will build
brand loyalty and a sense of “they are listening to
me”
– Interactivity and constant updating will keep
customers coming back to find out what’s new and
what the company is offering
113. Why Use Social Networking?
• It is ALREADY happening
• Many companies are currently benefitting and profiting from
utilizing some or all of the social networking resources
available
• Social networking sites gets you directly involved with the
customer’s life and lifestyle
• By using social networking sites people who have never heard
about your company are getting an inside look about what
your company has to offer and what other people think about it
too
• Connect with your target audience where they live....
116. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the
market.
117. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the
market.
Co-create your brand by collaborating with your customers.
118. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the
market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
119. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the
market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
Facilitate your most influential and passionate customers in translating your
brand’s message to a broader audience.
120. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the
market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
Facilitate your most influential and passionate customers in translating your
brand’s message to a broader audience.
Be patient. Your brand initiative could take years – or weeks – to take off.
121. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the
market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
Facilitate your most influential and passionate customers in translating your
brand’s message to a broader audience.
Be patient. Your brand initiative could take years – or weeks – to take off.
Be flexible. Carefully plan every step, but be totally open to having the story
rewritten along the way.
122. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the
market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
Facilitate your most influential and passionate customers in translating your
brand’s message to a broader audience.
Be patient. Your brand initiative could take years – or weeks – to take off.
Be flexible. Carefully plan every step, but be totally open to having the story
rewritten along the way.
Lose control. Free yourself to seize sudden opportunities that only last for
moments.
123. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the
market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
Facilitate your most influential and passionate customers in translating your
brand’s message to a broader audience.
Be patient. Your brand initiative could take years – or weeks – to take off.
Be flexible. Carefully plan every step, but be totally open to having the story
rewritten along the way.
Lose control. Free yourself to seize sudden opportunities that only last for
moments.
Resist the paranoid urge for consistency. Embrace the value of being
surprising and imperfect.
124. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the
market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
Facilitate your most influential and passionate customers in translating your
brand’s message to a broader audience.
Be patient. Your brand initiative could take years – or weeks – to take off.
Be flexible. Carefully plan every step, but be totally open to having the story
rewritten along the way.
Lose control. Free yourself to seize sudden opportunities that only last for
moments.
Resist the paranoid urge for consistency. Embrace the value of being
surprising and imperfect.
Respect your community. Draw the line between promotion and the
adbusting trinity of manipulation, intrusion, and co-option.
125. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the
market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
Facilitate your most influential and passionate customers in translating your
brand’s message to a broader audience.
Be patient. Your brand initiative could take years – or weeks – to take off.
Be flexible. Carefully plan every step, but be totally open to having the story
rewritten along the way.
Lose control. Free yourself to seize sudden opportunities that only last for
moments.
Resist the paranoid urge for consistency. Embrace the value of being
surprising and imperfect.
Respect your community. Draw the line between promotion and the
adbusting trinity of manipulation, intrusion, and co-option.
Let the market hijack your brand.
126. Thank you!
Questions:
joel@joelwarady.com
You can also find me also on Facebook,
LinkedIn, Twitter and Flickr