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Prepared for IABC & Presented by Dale Edman March 19, 2009 Social Media Overview
agenda <ul><li>Consumer Shift and the Social Web </li></ul><ul><li>Introduction to The OPEN Brand </li></ul><ul><li>Social...
<ul><li>Top independent digital marketing agency  </li></ul><ul><li>Privately held, WBEN certified </li></ul><ul><li>Found...
digital footprint
Consumer Shift and the Social Web
More than  25% of the search results  on Google for the world’s 20 largest brands, are  consumer generated content. — Niel...
“ President Obama is committed to creating the most open and accessible administration in American history.” — www.whiteho...
“ We have to strike the right balance between being in touch, and being in control. The irony is, the more in control we a...
LISTEN  & LEARN BUILD AWARENESS FACILITATE PARTICIPATION SUPPORT PURCHASE REENGAGE & EMPOWER
A NEW CONSUMER JOURNEY LISTEN  & LEARN BUILD AWARENESS FACILITATE PARTICIPATION SUPPORT PURCHASE REENGAGE & EMPOWER
An introduction to THE OPEN BRAND
… is for   On-Demand Delivers accessible, self-directed and instantly gratifying experiences. … is for  Personal Facilitat...
Social Media OVERVIEW
social web social networking social tagging create share influence Web 2.0 Wiki Mobile Facebook microblogging web made wor...
MARKETING EVOLUTION Micro blogging 3D Niche Networks  mCommerce User Customized Apps Social Navigation Social commerce TOD...
SOCIAL MEDIA OVERVIEW <ul><li>Blogs </li></ul><ul><li>Micro-blogging  </li></ul><ul><li>Internal blogs </li></ul><ul><li>M...
BLOGS Do I need the text telling what blog it is? What about drop shadows.? Kelly Mooney’s  “ Mooney Thinks” Brand engagem...
Blog Examples
Sharpie’s Official Blog Sony’s PSP flog  “All I want for Xmas is a PSP” BLOGS  HIT EXAMPLE BLOGS  MISS EXAMPLE
Micro-blogging WHAT A constantly updated, short-form, self-publishing platform that promotes conversations with consumers ...
Micro-blogging Examples Zappos Home Depot Starbucks Jet Blue Ford Whole Foods
MICRO-BLOGGING HIT EXAMPLE MICRO-BLOGGING  MISS EXAMPLE Dell “ My wife just went through a totally rude customer service e...
Internal Blogging Communication Dialogue Centralized Information GOALS Corporate TYPES Information can be published easily...
Internal Blogging Examples
Social Networking Sites Examples of SN sites: Brand engagement Community building WOM/Influence GOALS Brand sponsored, use...
Major Social Network Examples Coca-Cola Nike Sony PSP
SOCIAL NETWORKING   HIT EXAMPLE SOCIAL NETWORKING MISS EXAMPLE Wal-Mart’s “The Hub” in 2006 VS Pink’s MySpace Page  RI Cli...
Niche Social Networks WHAT Community based service where users can connect with other like-minded users and or groups HOW ...
Niche Social Network Examples
Niche Social Network Examples
CONSUMER GENERATED MULTI-MEDIA VS PINK “World’s Largest PJ Party”  RI Client Improve brand perception Identify brand advoc...
H&M “Fashion Runway” Wet Seal “Fashion Community” Wal-Mart “Wal-Marting Across America” CGM   HIT EXAMPLE CGM MISS EXAMPLE
WIDGETS Sears Desktop Widget Brand engagement Word of mouth / Influence GOALS Desktop, mobile, other site-ready (e.g. Goog...
JC Penney’s Desktop Widget VS Pink MySpace Widget  RI Client WIDGET   HIT EXAMPLE WIDGET MISS EXAMPLE American Apparel iGo...
MOBILE Resource Interactive Mobile Web Site Target Brand engagement WOM/Influence On-demand GOALS Messaging (e.g.  sms-tex...
Wal-Mart Promotional Alerts Pizza Hut order by mobile Starbucks Store Locator  Amazon  Mobile App  MOBILE  HIT EXAMPLE MOB...
<ul><li>Identify staff </li></ul><ul><li>Listen & learn </li></ul><ul><li>Reserve your brand name </li></ul><ul><li>Develo...
“ We have to strike the right balance between being in touch, and being in control. The irony is, the more in control we a...
www.resource.com Business Inquiries Melissa Dorko [email_address] 614.621.2888 Speaking Engagements Megan Burnside [email_...
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IABC March 2009: Social Media

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In the web-made world, a radical imperative has emerged: open up. Social media grants us the ability to embrace opening up to our customers, partners and internal counterparts, but the trick is to understand which component of social media is best for your objective. Dale Edman, Director of Account Strategy at Resource Interactive, will review the challenges we all face in the new, networked world. He will guide you through the social media mix from blogs to twitter and highlight best practices of leading brands.

Published in: Technology

Transcript of "IABC March 2009: Social Media"

  1. 1. Prepared for IABC & Presented by Dale Edman March 19, 2009 Social Media Overview
  2. 2. agenda <ul><li>Consumer Shift and the Social Web </li></ul><ul><li>Introduction to The OPEN Brand </li></ul><ul><li>Social Media Overview </li></ul>
  3. 3. <ul><li>Top independent digital marketing agency </li></ul><ul><li>Privately held, WBEN certified </li></ul><ul><li>Founded in 1981 </li></ul><ul><li>220 associates </li></ul><ul><li>Recently named Top Workplace by WSJ </li></ul><ul><li>Headquartered in Columbus, OH </li></ul><ul><li>Clients: Fortune 500 Retailers, CPG, Branded Manufacturers </li></ul>resource interactive
  4. 4. digital footprint
  5. 5. Consumer Shift and the Social Web
  6. 6. More than 25% of the search results on Google for the world’s 20 largest brands, are consumer generated content. — Nielsen Buzz Metrics The number of text messages sent and received each day exceed the population of Earth . — m-metrics, 2007 Mobile Commerce Landscape 77% of Internet shoppers read online product reviews. — JupiterResearch, August 2007 86+ million social network users in the U.S. — eMarketer, 2008 1.4 blogs created every second of every day. — Technorati 2007 The average U.S. citizen will spend 5.4 years per lifetime online. — Nielsen Online Stats, 2007 Over 8 million twitter users in the U.S. — Twitdir, 2009
  7. 7. “ President Obama is committed to creating the most open and accessible administration in American history.” — www.whitehouse.gov, January 20, 2009
  8. 8. “ We have to strike the right balance between being in touch, and being in control. The irony is, the more in control we are, the more out of touch we become.” Procter & Gamble CEO A.G. Lafley at the ANA Annual Conference in Orlando, October 2006
  9. 9. LISTEN & LEARN BUILD AWARENESS FACILITATE PARTICIPATION SUPPORT PURCHASE REENGAGE & EMPOWER
  10. 10. A NEW CONSUMER JOURNEY LISTEN & LEARN BUILD AWARENESS FACILITATE PARTICIPATION SUPPORT PURCHASE REENGAGE & EMPOWER
  11. 11. An introduction to THE OPEN BRAND
  12. 12. … is for On-Demand Delivers accessible, self-directed and instantly gratifying experiences. … is for Personal Facilitates meaningful interaction with many markets of one. … is for Engaging Deepens attachment through relevant emotional experiences. … is for Networked Taps the exponential potential of individual consumers and online niche communities. Facilitates Relevant Customer Experiences an open brand
  13. 13. Social Media OVERVIEW
  14. 14. social web social networking social tagging create share influence Web 2.0 Wiki Mobile Facebook microblogging web made world open source Podcasts RSS IDK You Tube Flickr social media Blogs Twitter bebo kaboodle
  15. 15. MARKETING EVOLUTION Micro blogging 3D Niche Networks mCommerce User Customized Apps Social Navigation Social commerce TODAY FUTURE/EMERGING YESTERDAY Blogs Social Networking Mobile Widget Social Bookmarking Multi-channel commerce Letter from CEO/Pres Hanging out at mall Pay Phones Off the shelf software Search eCommerce
  16. 16. SOCIAL MEDIA OVERVIEW <ul><li>Blogs </li></ul><ul><li>Micro-blogging </li></ul><ul><li>Internal blogs </li></ul><ul><li>Major Social Networks </li></ul><ul><li>Niche Social Networks </li></ul><ul><li>Consumer Generated Content </li></ul><ul><li>Widgets/Apps </li></ul><ul><li>Mobile </li></ul>
  17. 17. BLOGS Do I need the text telling what blog it is? What about drop shadows.? Kelly Mooney’s “ Mooney Thinks” Brand engagement Loyalty Community building WOM/Influence GOALS Corporate, Corporate Evangelist, Personal, News, Aggregated TYPES Information can be published easily and spread rapidly through RSS HOW A frequently updated, self-publishing platform that promotes conversations with consumers WHAT Nike’s “Nike Running”
  18. 18. Blog Examples
  19. 19. Sharpie’s Official Blog Sony’s PSP flog “All I want for Xmas is a PSP” BLOGS HIT EXAMPLE BLOGS MISS EXAMPLE
  20. 20. Micro-blogging WHAT A constantly updated, short-form, self-publishing platform that promotes conversations with consumers HOW Information can be published easily and spread rapidly. Accessed via a variety of methods TYPES Personal, Corporate GOALS Brand engagement Community building Customer Support
  21. 21. Micro-blogging Examples Zappos Home Depot Starbucks Jet Blue Ford Whole Foods
  22. 22. MICRO-BLOGGING HIT EXAMPLE MICRO-BLOGGING MISS EXAMPLE Dell “ My wife just went through a totally rude customer service experience with our local UHaul rep. Downright rude. Do they want the business?” Whole Foods Uhaul
  23. 23. Internal Blogging Communication Dialogue Centralized Information GOALS Corporate TYPES Information can be published easily and spread rapidly through RSS HOW A frequently updated, self-publishing platform that promotes conversations with employees WHAT
  24. 24. Internal Blogging Examples
  25. 25. Social Networking Sites Examples of SN sites: Brand engagement Community building WOM/Influence GOALS Brand sponsored, user-generated fan/group pages, consumer generated TYPES Consumers network with each other through comments and images HOW Community based service where users can connect with other like-minded users and or groups WHAT
  26. 26. Major Social Network Examples Coca-Cola Nike Sony PSP
  27. 27. SOCIAL NETWORKING HIT EXAMPLE SOCIAL NETWORKING MISS EXAMPLE Wal-Mart’s “The Hub” in 2006 VS Pink’s MySpace Page RI Client American Eagle Facebook Page
  28. 28. Niche Social Networks WHAT Community based service where users can connect with other like-minded users and or groups HOW Consumers network with each other through comments and images TYPES Brand sponsored, user-generated fan/group pages, consumer generated GOALS Brand engagement Community building Customer Support WOM/Influence
  29. 29. Niche Social Network Examples
  30. 30. Niche Social Network Examples
  31. 31. CONSUMER GENERATED MULTI-MEDIA VS PINK “World’s Largest PJ Party” RI Client Improve brand perception Identify brand advocates Influence GOALS Digital media technologies: digital video, mobile phone photography, mash-ups, etc. TYPES Provides consumers with richer experiences that result in a broader appeal and access to information HOW Multi-media content produced and shared by consumers WHAT
  32. 32. H&M “Fashion Runway” Wet Seal “Fashion Community” Wal-Mart “Wal-Marting Across America” CGM HIT EXAMPLE CGM MISS EXAMPLE
  33. 33. WIDGETS Sears Desktop Widget Brand engagement Word of mouth / Influence GOALS Desktop, mobile, other site-ready (e.g. Google, Facebook) TYPES Delivers real time information to consumers HOW Self contained brand experience off site WHAT People’s Choice Awards RI Client
  34. 34. JC Penney’s Desktop Widget VS Pink MySpace Widget RI Client WIDGET HIT EXAMPLE WIDGET MISS EXAMPLE American Apparel iGoogle Gadget Twitter iGoogle Gadget
  35. 35. MOBILE Resource Interactive Mobile Web Site Target Brand engagement WOM/Influence On-demand GOALS Messaging (e.g. sms-text messaging, wap-mobile web, mms picture & video messaging), in-venue events, mobile advertising, search, downloadables and mCommerce TYPES Communicating relevant and timely information HOW Connect with consumers anytime or anyplace WHAT
  36. 36. Wal-Mart Promotional Alerts Pizza Hut order by mobile Starbucks Store Locator Amazon Mobile App MOBILE HIT EXAMPLE MOBILE MISS EXAMPLE
  37. 37. <ul><li>Identify staff </li></ul><ul><li>Listen & learn </li></ul><ul><li>Reserve your brand name </li></ul><ul><li>Develop Social Media plan </li></ul><ul><li>Define strategy </li></ul><ul><li>Develop voice, tone & guidelines </li></ul><ul><li>Find & follow your audience </li></ul><ul><li>Engage </li></ul><ul><li>Measure </li></ul><ul><li>Repeat </li></ul>Getting Started
  38. 38. “ We have to strike the right balance between being in touch, and being in control. The irony is, the more in control we are, the more out of touch we become.” Procter & Gamble CEO A.G. Lafley at the ANA Annual Conference in Orlando, October 2006
  39. 39. www.resource.com Business Inquiries Melissa Dorko [email_address] 614.621.2888 Speaking Engagements Megan Burnside [email_address] 614.621.2888
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