Social Media Marketing Overview Share

ESTABLISHING A SOCIAL MEDIA MARKETING PRESENCE Prepared by: Steven Oshinski and Ruthie Gelber April 29, 2009

SOCIAL MEDIA
Why you can’t ignore social media
February 17, 2009 In April 2009, two Domino’s employees posted a video of themselves preparing food at a franchise in North Carolina. The video was featured and discussed across the blogosphere and social networks prior to mainstream media picking it up. Two employees had the potential to take down a powerful household brand name. Within days, over 1 million views. Story picked up by New York Times, Wall Street Journal, Washington Post, USA Today, and the Associated Press.

SOCIAL MEDIA
February 17, 2009 In September of 2004, a member of an online bike forum posted that he could open his Kryptonite lock with a Bic pen. One day later, a fellow user posted a video of the lock being picked. Dozens of influential bloggers picked up the story. Days later, it ran in the New York Times , the AP, and hundreds of other media outlets.

SOCIAL MEDIA
February 17, 2009 This is NOT a fad. This IS a fundamental shift in the way brands and consumers communicate. Marketers MUST embrace it. “ Consumers are connecting with each other… In the process, they are either reinforcing marketing efforts or beating marketers at their own game by directly sharing their own experiences and thoughts … This is a game-changer.” - Dave Evans , founder of Digital Voodoo “ If you’re a B2B marketer and you’re not using social technologies in your marketing, it means you’re late . - Josh Bernoff, Forrester Research, blogger “ Content is the new democracy and we the people are ensuring that our voices are heard.” – Brian Solis, Principal of FutureWorks PR “ You cannot ignore this trend… your customers are there. You may go a little slower or a little faster, but you have to move forward. There is no going back.” - Charlene Li, Groundswell author, blogger

AGENDA
Today’s Agenda
Today’s objectives are: February 17, 2009 Content & Foundation: Establish a common understanding of the meaning and implications of social media and social media marketing. Current Practices : Highlight how social media marketing is being used in the marketplace and the affect on consumers. Relevance : Initiate the conversation to create our viewpoint and strategy with regards to implementing social media marketing for us and for our clients.

DEFINITION
What is social media marketing?
Social Media Marketing is: “ A shift in how people discover, read, and share content. It’s a fusion of sociology and technology, transforming monologue (one to many) into dialogue (many to many) and is the democratization of information, transforming people from content readers into publishers.” - Wikipedia 4/22/2009 February 17, 2009 Social media is an extension of brand and customer communications using alternative channels. Such interactions will be described as “conversations ”. In its simplest sense, social media marketing involves five core components explained in the next several slides: (1) What – the content (2) Who – the audience (3) Where & when – the platforms (4) How – the conversations & interactions (5) Why – the benefits for your product and brand

THE CONTENT
The Content (What)
February 17, 2009 The amount of user-generated content is infinite. And conversations are happening 24/7, 365.

THE AUDIENCE
The Audience (Who)
The Audience (Who)
February 17, 2009 THE AUDIENCE Who is participating in and listening to these online conversations? February 17, 2009 While you may target a specific audience, social media extends your content to others including both those you may desire and those you don’t. Target Audience (Direct): Core recipients you seek to obtain their attention and interactions Shared Audience (Indirect): Individuals engaged by Target Audience through exchanging content and conversations Peripheral Audience (Unintended): Individuals encountered through various inconsequential participations from searches to accident Target Shared Peripheral

THE AUDIENCE
The Audience (Who)
How could this audience be segmented for greater understanding? February 17, 2009

THE AUDIENCE
The Audience (Who)
Who is really participating and how influential is this mass? February 17, 2009 Impact Affect

THE PLATFORMS
The Platforms (Where/When)
February 17, 2009

THE CONVERSATIONS
The Conversations (How)
February 17, 2009
Of adults currently active on the internet:
77% read blogs.
184 million blogs worldwide.
26.4 million in the US.
39% subscribe to RSS feeds.
57% have joined a social network.
55% have uploaded photos.
83% have watched online video clips.
Universal McCann Comparative Study on Social Media Trends, April 2008
Facebook has 200 million users around the globe.
60 million in the United States.
100 million+ use it every day.
Fastest growing demographic is those age 35 and older.
Twitter is the fastest growing community site with a 1382% increase in visits from 2/08 to 2/09.
42% of those users are 35-49.
YouTube’s demographic is age 18-55.
51 percent of users visit YouTube weekly.
52 percent share videos with friends & colleagues.

THE CONVERSATIONS
February 17, 2009 In traditional marketing models, most messages are one way. They are constructed by the company/marketer and delivered to the consumer. Traditional Marketing View Purchase Decision Purchase Awareness Consideration

THE CONVERSATIONS
February 17, 2009 In social media marketing, the process continues beyond purchase and becomes a two-way dialogue. Consumers also now play the role of the communicator (vs. just the marketer) by creating content, rating & reviewing purchases and sharing their experiences. Purchase Decision Purchase Social Media Marketing Awareness Post-Purchase Exp. Consideration

THE CONVERSATIONS
February 17, 2009
After consumers try your product, they talk about it. Online. This “collective crowd” becomes the new voice of marketing for your product.
14% of people trust advertisements.
78% trust the recommendations of fellow consumers.
These continuous conversations ultimately bridges the gap between Marketing (“the promise”) and Operations (“the delivery”).

THE BENEFITS
The Benefits (Why)
February 17, 2009
Participating allows you to:
Listen to what your customers are saying.
Engage them in conversations.
Provide direct customer service.
Gain valuable insight to fuel improvement or reward success.
Create and share interesting content.
Reveal a personality behind your brand.
Build your network.
Ultimately, direct traffic to your website and increase sales.
Choosing to participate assumes that:
You want to listen to your customers.
You value their feedback about the post-purchase experience.
You have the ability to partake in social media (skills, manpower)
You can handle the negative comments without derailing focus.

THE SOCIAL MEDIA UNIVERSE
The Social Media Universe
February 17, 2009
The traditional role of the customer moves from the center of the universe to the peripheral
Working outward, are the activities and actions of strategizing and engaging in customer interactions
Multiple methods, channels and/or tools are available toward customer outreach
A continual rotation of listening, responding and learning eventually takes place.
One of many evolving views is “The Conversation Prism”

The Social Media Universe (continued)
February 17, 2009
How do people navigate this social media universe?
SEARCH:
80 percent of people look online first when searching for information.
“ Your corporate webpage is really Google.com” – Jeremy Owyang
What do consumers find when they search for you?
Corporate website
Articles
Social Media content

The Social Media Universe (continued)
February 17, 2009
Blogs
Microblogs
RSS
Social networks
Social bookmarking sites
Social news sites
Message and discussion boards
Media sharing sites
Virtual worlds
Wikis
Widgets
Conversations can be broken down into the following categories:

SOCIAL MEDIA UNIVERSE
Social Media Universe (continued)
February 17, 2009 Blogs A shortened form of blogging. Posts are limited to a restricted number of characters. Microblogs A website where one or more persons submit regular “posts” or entries. These can feature text, video, photos, etc. Readers are encouraged to post comments. RSS “ Really Simple Syndication.” A way for consumers to sign up to “subscribe” to a given news feed. Content from the selected site, blog, or microblog will be sent directly to the user whenever updated. Social Networks Online communities where people engage and connect. Users can build profiles, “friend” others, share media, and send or post messages. Social Bookmarking Users store, organize, and share bookmarks of web pages or blogs. Users can “tag” items in order to categorize them and help others find valuable content.

SOCIAL MEDIA UNIVERSE
Social Media Universe (continued)
February 17, 2009 Social News Sites Users post reviews, comments, and ratings of products and services. Message & discussion boards Users discover, rate, and share content from around the web. Media sharing Sites that allow users to submit, share, and comment on various forms of media, including videos, photos, and music. Virtual worlds Online computer-based simulated environments intended for users to inhabit and interact via avatars. Wikis Collaborative websites that allow multiple users to add and edit content. Widgets Applications that can be embedded within a webpage. These can be downloaded and used to stream content from a website.

METRICS
Metrics
February 17, 2009
How do we measure the impact of these conversations?
Quantitative
Pageviews, unique visitors
Bounce rates
Number of blog posts, Tweets, videos, photos
Number of Facebook fans/friends, Twitter followers, RSS subscriptions
Number of times your content is linked to, digg’d, bookmarked, re-posted, re-Tweeted
Qualitative
Your influence
Technorati
Who’s talking about you
Sentiment of engagement
Depth of engagement
Quality of comments/conversations
User or contributors ratings
Number of posts tagged per week

CASE STUDIES
Case Studies (Positive)
February 17, 2009
Within 48 hours of the incriminating video’s release, Dominos created a YouTube response video.
The video was titled “Disgusting Dominos People – Dominos Responds” – a search engine optimization tactic to direct those seeking the original video to the response.
Domino’s also created a Twitter account to directly respond to consumers with questions or concerns, and responded to the blog that originally shared the video. The company has received praise for its social media response from outlets like the Wall Street Journal, New York Times, Forbes, and marketing blogs from around the country. http://www.youtube.com/watch?v=7l6AJ49xNSQ

CASE STUDIES
February 17, 2009
In 2006, a Comcast customer posts a video of a Comcast repairman falling asleep on his couch. The video gets over 1 million hits on YouTube.
In 2007, an angry Comcast customer starts a blog called “Comcast Must Die” where he and other consumers rant about Comcast’s poor products & service.
In 2008, Comcast utilizes Twitter to respond directly to concerned customers.
Comcast is lauded for its innovative customer service system and timely, helpful responses across the blogosphere and in traditional media.

CASE STUDIES
February 17, 2009 Allowed employees to blog. They currently run a full network featuring thousands of employee blogs, allowing the public to see their wealth of talent and personality. Their innovative video series went viral, resulting in millions of downloads, thousands of subscribers, and a five-fold increase in sales. http://www.youtube.com/watch?v=DLOqwiGAPd4 Used its own customers to develop and create excitement about new ideas through its “My Starbucks Idea” site. Users submit, discuss, or vote on suggestions, and the top ones are featured in-depth on the “My Starbucks Idea” blog. Used blogging and social networking to connect with real moms. Engaged Moms and gained valuable feedback while reinforcing their dedication to child safety and motherhood.

CASE STUDIES
Case Studies (Negative)
February 17, 2009 Both companies were exposed as having posted fake reviews on online discussion forums. Scathing coverage was rampant in both the blogosphere and traditional media (including the New York Times .) Loses credibility when it is revealed that a blog called “Walmarting Across America” which has been posting favorable Walmart reviews is actually sponsored by Walmart’s PR agency. Responded to an e-mail from a concerned blogger/customer by saying Target did not “participate with nontraditional media outlets.” Bloggers everywhere blast Target for ignoring their customers and only seeking traditional PR.

DOS AND DON’TS
Dos and Don’ts
February 17, 2009 Do Listen to your audience. Do Cede control. Don’t Try to delete every negative comment. Attempts at censorship are not tolerated. Don’t Scrap your business plan after one poor review. Do Be honest and transparent. Don’t Fake it. A deceitful site, blog, review or video will be found out. Do Respect the individual. Don’t Be a spammer. People will ignore what’s irrelevant and intrusive. Do Participate by posting original, timely and interesting content. Don’t Let your accounts go stagnant. No newly added material reads, “I don’t care.” Do Foster a positive culture. Happy employees & satisfied customers are your most powerful advocates. Don’t Obsess over negativism or out-spoken critics that thrive on combative dialogue. Some ground rules of the social media culture.

Wrap
Final Thoughts and Summary
February 17, 2009
Best summarized in a simplistic, layperson’s view of Social Media:
http://www.commoncraft.com/socialmedia
Symbolism:
- “Scoopville” represents any market
- Ice Cream Maker represents technology change
- Ice Cream represents more than just a product, it becomes value (demonstrated via sharing and community)
Clarity ( @2:24 into video --- “A few things become clear”)
Product Improvement – via continuous customer feedback
Customer experience is valued more than advertising
Ease in navigating the universe to find exact needs

DME CONSIDERATIONS
Next Steps
February 17, 2009
Next steps:
Establish a basic level of understanding and competency throughout our company.
Discuss and establish our social media point of view.
Determine our own social marketing possibilities.
Determine social media strategies for our clients.

REFERENCES & ADDITIONAL INFORMATION
References & Additional Information
February 17, 2009 CASE STUDIES: Domino’s http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html http://blogs.wsj.com/independentstreet/2009/04/20/dominos-response-offers-lessons-in-crisis-management/ Kryptonite http://www.micropersuasion.com/2004/11/the_art_of_list.html Comcast http://www.micropersuasion.com/2004/11/the_art_of_list.html http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm BlendTec http://mashable.com/2009/02/06/social-media-smartest-brands/ http://mashable.com/2007/09/27/blendtec-sales/ Starbucks http://www.readwriteweb.com/archives/my_starbucks_idea.php

February 17, 2009 CASE STUDIES: Graco http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=88835 IBM http://www.businessweek.com/magazine/content/08_22/b4086056643442.htm Wal-Mart http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm Belkin http://www.thedailybackground.com/2009/01/16/exclusive-belkins-development-rep-is-hiring-people-to-write-fake-positive-amazon-reviews/ Carbonite http://pogue.blogs.nytimes.com/2009/01/27/carbonite-stacks-the-deck-on-amazon/ Target http://www.nytimes.com/2008/01/28/business/media/28target.html?ref=business

February 17, 2009 Social Technographics Ladder http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html Conversation Prism http://www.briansolis.com/2009/03/conversation-prism-v20.html Facebook statistics http://www.facebook.com/press/info.php?statistics YouTube Statistics http://www.youtube.com/t/fact_sheet Twitter Statistics http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success Social Media Video http://www.commoncraft.com/socialmedia POST Model http://blogs.forrester.com/groundswell/2007/12/the-post-method.html

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