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TEXSOM 2012

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slides from the social media bootcamp at TEXSOM

slides from the social media bootcamp at TEXSOM

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  • Civiliation becoming digital. Not just social media and the internet.\nBanking, commerce, enterprise, government (Egypt). Can you imagine a war being started b/c of technology and social media?\n
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  • Analog ad - trying to capture attention out of all the other ads in that magazine. Digital ad - if the brand has an engaged audience they’ll capture and retain attention, not just now but forever.\n
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  • people buying and sharing product experiences are keeping up with technology. your competitors are keeping up with technology. I hear from small businesses “we can’t afford social media” to which I reply, “you can afford NOT to adopt social media”. \n\nWine & Travel (like my trip here) are shared experiences.\n
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  • 2014 is targeted as the year mobile marketing will reach mass adoption. Let’s imagine a scenario in 2014 where a consumer (Jane) deciding between two bottles of wine: A 2011 Cabernet from Barossa in Australia and a 2007 Malbec from Argentina.\n
  • Jane ordered the bottle on the left. The moment return is realized. But why that bottle over the other? Let’s work it back and see the timeline leading up to this.\n
  • Before this moment Jane saw a video on her friend, Cybil’s Facebook page of a winemaker talking about this vintage harvest in the Barossa Valley. She watched the 90-second video because she likes wine, and her friend thought the video was interesting enough to share.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Cybill shared the video to her FB page because the winemaker is cute, has an Aussie accent and she likes wine. She’s also interacted with the winery on some social site either by a blog comment or tweet. They’ve earned her trust and attention.\n
  • Cybil gives mindshare to the winery because although she’s just one of the many people in their community, they have responded to her online more than once on various social sites, including their blog. In fact, the winery responds to lots of people in their community 7 days a week. They actually seem to CARE about individuals in their community. \nThe other brand has a FB page and Twitter account, but updates are infrequent. Maybe 5-10 days apart. And most of their posts are promotional “buy our shit” messages.\n
  • The winery on the left has humanized their brand online. They have a team of people who share responsibility in managing and monitoring the brand online. The other brand is managed online by an outside PR firm. They have one person monitoring 3 brands using some monitoring tool. Mostly their looking for anything negative.\n
  • Cybil first Liked the Lehman FB page months before at a virtual wine event that took place at her favorite wine shop. The wine shop had a blog post featuring new wines, and this winery actually left a comment on the blog post. Cybil was directed to their FB page via their website or the link on the blog post. In a sick little twist of irony the other winery was also featured in that blog post.\n
  • this entire scenario could’ve gone a thousand different ways. The girls could’ve engaged with the brand by scanning a QR code in a magazine ad. They could’ve been in the tasting room or used photo recognition at a restaurant. They could’ve interacted on Plancast or Quora rather than Facebook. The point is what happened after they were connected with the brand. Cybil gave a sliver of her attention to this brand because they don’t bombard her, but care about her. She talks with them because they’re interesting, not intrusive. One girl took the time to share a video because actually found the brand’s content interesting. She’s like a filter to her friends attention. This brand made it through her filter.\n
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  • people buying and sharing product experiences are keeping up with technology. your competitors are keeping up with technology. I hear from small businesses “we can’t afford social media” to which I reply, “you can afford NOT to adopt social media”. \n\nWine & Travel (like my trip here) are shared experiences.\n
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Transcript

  • 1. ENGAGING PEOPLE ONLINEPRESENTED BY RICK BAKAS@RICKBAKAS | #TEXSOM
  • 2. INTRODUCTION@RICKBAKAS | #TEXSOM
  • 3. @RICKBAKAS | #TEXSOM
  • 4. WHAT’S THE ROI OF SOCIAL MEDIA? SALES ? 2012 2013 2014 2015 2016
  • 5. Grandpa Hardig
  • 6. Grandpa Hardig
  • 7. internet users 1960@RICKBAKAS | #TEXSOM
  • 8. internet users Moore’s Law 1960@RICKBAKAS | #TEXSOM
  • 9. internet users 1970@RICKBAKAS | #TEXSOM
  • 10. mobile users 1980@RICKBAKAS | #TEXSOM
  • 11. mobile users Macintosh answering machines AOL usenet groups ATM’s Microsoft Windows 1980 dial up modems@RICKBAKAS | #TEXSOM
  • 12. 1990@RICKBAKAS | #TEXSOM
  • 13. eRobertParker wifi voicemail first personal computers first business websites first business email cult wine craze first email addresses first cell phones 1990 internet boom@RICKBAKAS | #TEXSOM
  • 14. 2000@RICKBAKAS | #TEXSOM
  • 15. MySpace vlogging Friendster google analytics blogging CRM 2000@RICKBAKAS | #TEXSOM
  • 16. 2010@RICKBAKAS | #TEXSOM
  • 17. sCRM virtual banking social media smart appliancesguild somm site goes live 2010@RICKBAKAS | #TEXSOM
  • 18. internet users mobile users 1970 1980 1990 2000 2010 2020@RICKBAKAS | #TEXSOM
  • 19. internet users mobile users you are here1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 @RICKBAKAS | #TEXSOM
  • 20. APP + INTERNET USAGE Daypart Comparison, People 15+ Using Medium, U.S.@RICKBAKAS | #TEXSOM
  • 21. 2-SCREEN TELEVISION App Sessions Started per Second in U.S. During Super BowlSource: Flurry Analytics@RICKBAKAS | #TEXSOM
  • 22. MORE CONTENT IS CREATED ONLINE EVERY 48 HOURS THAN THE DAWN OF MAN TO 2003. -Eric Schmidt, Former Google CEO
  • 23. GLOBAL SMARTPHONE SHIPMENTS INCREASED 74% FROM 2009 TO 2010. -Berg Insight
  • 24. Grandpa Hardig@RICKBAKAS | #TEXSOM
  • 25. 1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 @RICKBAKAS | #TEXSOM
  • 26. rise of curation1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 @RICKBAKAS | #TEXSOM
  • 27. dawn of brand curation1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 @RICKBAKAS | #TEXSOM
  • 28. dawn of brand curation Every photo, tweet, blog post, message, email, sound clip or video will exist forever online.1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 @RICKBAKAS | #TEXSOM
  • 29. dawn of brand curation1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 @RICKBAKAS | #TEXSOM
  • 30. In the 1990’s (web 1.0) consumers would visit one website at a time and interact with the information on that site only.
  • 31. With web 2.0 consumers don’t access information on one siteonly. Information is posted, and can be reposted in other places.Information “gets in the way” of traffic on other sites via web 2.0 sharing tools, including on mobile web sites.
  • 32. With web 2.0 consumers don’t access information on one siteonly. Information is posted, and can be reposted in other places.Information “gets in the way” of traffic on other sites via web 2.0 sharing tools, including on mobile web sites.
  • 33. WHY SHOULD I CARE? + Before, During and After relationship + Sharing knowledge + Audible branding + Career pathphoto courtesy of winesbyric.com @RICKBAKAS | #TEXSOM
  • 34. @RICKBAKAS | #TEXSOM
  • 35. WINE INFLUENCERS@RICKBAKAS | #TEXSOM
  • 36. Q&A@RICKBAKAS
  • 37. RETURN ON ATTENTION@RICKBAKAS
  • 38. MYMessage
  • 39. ATTENTION to INTENTION MY 1. first moment of truth Message 2. humanize 3. build trust 4. educate 5. offer@RICKBAKAS | #TEXSOM
  • 40. GOING MOBILE 1998 First Impressions of the internet@RICKBAKAS
  • 41. GOING MOBILE 1998 2008 First Impressions Trust Building: of the internet Rise of the social web@RICKBAKAS
  • 42. GOING MOBILE 1998 2008 2015 First Impressions Trust Building: Intamacy: of the internet Rise of the social web@RICKBAKAS
  • 43. THE REAL TIME BRAND EXPERIENCE IS A MAGIC PLACE FEW BRANDS HAVE BEEN ABLE TO CREATE ROI. BUT WE’LL ALL VISIT SOON.@RICKBAKAS
  • 44. CYBILJANE photo courtesy of DillonRidgeLiquors.com
  • 45. THE MOMENT OF “RETURN”
  • 46. Cybil F. no video
  • 47. Cybil F.
  • 48. Peter Lehman Winery Espiritu Winery de Argentina@CybilFoster86
  • 49. ? BLOG YOUTUBE TWITTER GROUPON EMAILE-Commerce, Social Media & Marketingwine guy. Tweets are my own, wine nerdsports fanatic, fine dining and travel.
  • 50. Exciting new Red WinesOur monthly roundup of wines under $20 from around theworld including Barossa and Argentina
  • 51. ATTENTION to INTENTION 1. first moment of truth 2. humanize 3. build trust 4. educate 5. offer@RICKBAKAS | #TEXSOM
  • 52. FIRST MOMENT OF TRUTH AWARENESS CONSIDERATION ACTION VALUE REALIZED LOYALTY BRAND EVANGELIZED@RICKBAKAS | #TEXSOM
  • 53. Q&A@RICKBAKAS
  • 54. RISE OF THE WINE PROFESSIONAL@RICKBAKAS | #TEXSOM
  • 55. Influence =
  • 56. influence = reach(brand + expertise + trust) *reach is a multiplier of influence@RICKBAKAS | #TEXSOM
  • 57. *NURTURE ORGANICALLY@RICKBAKAS | #TEXSOM
  • 58. THE REAL TIME WINE EXPERIENCE + Connectivity is a necessity + Demand for content anytime, anywhere from all media sources + Wine lovers broadcast their lives online - they share their consumption and brand preferences + Wine lovers want to have conversations with brands they spend $ with - not just have brands do the talking@RICKBAKAS | #TEXSOM
  • 59. FOURSQUAREGOOGLE+FACEBOOK
  • 60. GOOGLE+ FACEBOOKDirectconnection toGoogle Placespage.
  • 61. CREATING MOBILE SYNERGY + + BUY NOW
  • 62. RISE OF WINE PROFESSIONALS ON WINES.COM Wine Experts Court of Master Sommeliers WSET Wine Writers@RICKBAKAS | #TEXSOM
  • 63. RISE OF WINE PROFESSIONALS ON WINES.COM Court of Master Sommeliers@RICKBAKAS | #TEXSOM
  • 64. RISE OF WINE PROFESSIONALS ON WINES.COM Joe Smith bio pulled from Twitter What is everyone FOLLOW 1,183 261 81 followers following wines shared Recent Posts Enjoying My Top 10 Wines #CabernetDay! My Cellar Just tried a Loire valley Cab Franc
  • 65. TRENDS 2012POLITICAL LANDSCAPE@RICKBAKAS | #TEXSOM
  • 66. TRENDS 2012SMART APPLIANCES@RICKBAKAS | #TEXSOM
  • 67. TRENDS 2012MOBILE SOCIAL GRAPH / LIFE GRAPH / INTEREST GRAPH@RICKBAKAS | #TEXSOM
  • 68. @RICKBAKAS | #TEXSOM
  • 69. @RICKBAKAS | #TEXSOM
  • 70. Q&A@RICKBAKAS
  • 71. ENGAGING PEOPLE ONLINE@RICKBAKAS | #TEXSOM
  • 72. YOU, THE BRAND@RICKBAKAS | #TEXSOM
  • 73. WINE KNOWLEDGE PYRAMID actual wine experts wanna be wine experts, collectors layperson, consumers@RICKBAKAS | #TEXSOM
  • 74. TWITTER’S SECRET:@RICKBAKAS | #TEXSOM
  • 75. “Where can I find some ofmy friends’ favorite wines?” “Is J. Lohr Cabernet at any local restaurants?”“I’m looking for J.J. PrumRiesling nearby”“Where can I find a goodPinot Grigio?”“My friend Rob like aCabernet from PasoRobles. Where can I findit?”
  • 76. @fsdallas my wife and I are coming in tonight,what are your specials? @cusomer Braised Pork cheeks featuring Kenner Farms Pork: Instagr.am/93ty28@fsdallas that looks good! What kind of winewould you suggest? @cusomer we have xyz by the glass or 123 in the bottle. What kind of wine do you like?@fsdallas we had a great meal. The broccoliwas a little over cooked, but we like the wine. @cusomer glad you liked it. If you liked the xyz you might like other wines from the region like .....
  • 77. User678: I could go for some red wine rightabout now. #BachelorPad #50ShadesofGrey @user678 what kind of wine do you like?User918: Just had a Riesling with dinner.#Thanksgiving @user918 how was it?User211: The sliders at <competition> aredelicious. @user211 beef or pork?User211: pork @user oh nice. Yeah, I’ve had those and they ARE good. We make mean sliders too.
  • 78. @RICKBAKAS | #TEXSOM
  • 79. #CABERNETDAY 2012@RICKBAKAS | #TEXSOM
  • 80. #CABERNETDAY 2012@RICKBAKAS | #TEXSOM
  • 81. APP MIX FORKLY* FOURSQUARE GOOGLE+ FACEBOOK INSTAGRAM PINTEREST PRESSPAY* TWITTER YOUTUBE@RICKBAKAS | #TEXSOM
  • 82. THINGS TO DO NOW@ REPLY, @ REPLY, @ REPLYDEVELOP A MOBILE LANDING PAGE WITH A VIDEO GREETING FROM YOUMAKE USERS DO A LITTLE BUT GET A LOTMAKE YOUR BRAND RECOGNIZABLE ON THE SMALL SCREENRESIST THE URGE TO GO STRAIGHT TO THE SALE (STEP 5)FAIL FORWARD FASTCREATE AN ENVIRONMENT OF REAL TIME BRAND INTIMACY (GIVE & TAKE)KNOW IT, DON’T SHOW IT@RICKBAKAS | #TEXSOM
  • 83. THANK YOU @RICKBAKAS | rbakas@mac.com | about.me/rickbakas@RICKBAKAS