Social Media: Integrating it into your Strategic Marketing Plan

Social Media Integrating it into your Strategic Marketing Plan Joel Warady Principal Joel Warady Group June 17, 2009

We Understand Your Business & Your Challenges 2

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My Booth 3

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It’s Tough Out There!

It’s Tough Out There! New Marketing & Communicating Demands More Than New Ideas

It’s Tough Out There! New Marketing & Communicating Demands More Than New Ideas It Demands a Reinvention of the Entire Organization

“Human Beings are Powered by Emotion, Not by Reason” ♥

“Human Beings are Powered by Emotion, Not by Reason” ♥ How does this change the way you market your corporate brand?

“The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.”— Donald Calne, neurologist

What’s Happening Online???

What’s Happening Online??? • 1.4 Billion People Online

What’s Happening Online??? • 1.4 Billion People Online • 55 trillion links between all of the pages in the Internet world

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

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

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

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!

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The Internet is only 5000 days old 10

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Imagine what the next 5000 days will look like 11

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Social Networking is…

Social Networking is… • What is it?

Social Networking is… • What is it? – It is the building of relationships

Social Networking is… • What is it? – It is the building of relationships – It is the building of trust

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

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

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

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

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...

How Does This Work?

How Does This Work? People Talking to People...

How Does This Work? People Talking to People... Who Talk to Other People...

How Does This Work? People Talking to People... Who Talk to More People.... Who Talk to Other People...

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

What Social Networks are out there?

• #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

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

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What’s Changed??? • “The world has shifted from e- business to me business”

What’s Changed??? • “The world has shifted from e- e ed business to me N e business” W ne O n li ! !! en

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

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Let’s take a look at a live FACEBOOK Business Page

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

• # 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

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

What Works!

What Doesn’t!

• 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

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• 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

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

• 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

Let’s Twe et

• 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

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.

How Does NING Work? 39

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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

Viral Brand Awareness • Word of Mouth Agents – Email – Instant Messaging – Blogging – Phone – Phone Cameras – Tweets – Video

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

Consumer Generated Media

Consumer Generated Media • CGM

Consumer Generated Media • CGM – Diet Coke / Mentos

Consumer Generated Media • CGM – Diet Coke / Mentos – 9.5 million views on You-Tube

Consumer Generated Media • CGM – Diet Coke / Mentos – 9.5 million views on You-Tube – Sales of Mentos up 14.5% in 2006

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

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

Consumer Generated Media • Who’s Involved? – Frito-Lay – MasterCard – Nissan – American Express • Get People Engaged – Create videos – Upload for approval

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

The Way We Connect is Changing

Corporate or Association Blog

Corporate or Association Blog • Provides steady stream of anticipated new content to your target audience

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

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

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

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

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

Examples of how You can use Social Networking

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

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

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

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

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

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

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

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....

Marketing Without Marketing: A Brand Hijack Manifesto

Marketing Without Marketing: A Brand Hijack Manifesto Let go of the fallacy that your brand belongs to you. It belongs to the market.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Thank you! Questions: joel@joelwarady.com You can also ﬁnd me also on Facebook, LinkedIn, Twitter and Flickr

Social Media: Integrating it into your Strategic Marketing Plan

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