Social Media Preso (2)

Slide 1: Social Media is Changing the Landscape for Marketers who will Face new Challenges June 2007

Slide 2: Consumer Generated Media Defined Any type of message, communication or media that is created by individuals and freely accessible to anyone for informational or entertainment purposes • Benefits • Entirely unaided Blogs 44% of U.S. Message Boards • Large sample sizes online adults Social Networks • are content Real-time Newsgroups Discussion Forums creators” • Niche and mainstream Product Reviews (Pew Research) Personal Web Pages • Audiences naturally segment according to psychographics, life stages and affinity

Slide 3: New Communications Landscape The New Challenge for Marketers  Millions of new posts every day Media Editors Bloggers  Timely monitoring of consumer opinions  Analyzing impact on brands and products  Identifying online influencers Journalists Publisher  Participating in online discussions Bloggers Consumers Advertisers  Tracking potentially harmful issues  Coordinating message control Consumers Are Now Actively Participating in  Interpreting content in multiple Electronic languages Word-of-mouth Evangelism and Activism \"The power shift from media institutions to consumer communities means that marketers must track a diverse and growing range of influential voices.\" Peter Kim Forrester Research The Forrester WaveTM: Brand Monitoring, Q3 2006 3

Slide 4: The Influencers “Consumers turning to each other online is not a fad anymore. Consumer opinions are the most valued consumer tools in a crowded marketplace.” Forrester Research CGM is the fastest growing segment of the Web, with more than 1 million new articles of content posted every 24 hours.

Slide 5: Consumers Trust Other Consumers Consumers online are the most trusted source of information about brands.

Slide 6: The Challenges The growth in the number of blogs and the influence of social sites like MySpace and YouTube have companies scrambling to figure what it all means to their bottom line

Slide 7: The Challenges Brands have no meaningful way to track or understand the impact of consumer comments in these sites

Slide 8: The Challenges There is no effective solution for collecting content in real time to help clients influence perceptions and protect their brand

Slide 9: The Challenges There is no way to understand how PR campaigns are perceived in blogs to gauge results “… you cannot afford to close your eyes … they're simply the most explosive outbreak in the information world since the Internet itself. And they're going to shake up just about every business -- including yours.”

Slide 10: The Challenges It’s impossible to quickly access in-depth information about who are the most influential bloggers in each area

Slide 11: The Challenges Responding and participating in online communities is a manual process with no way to manage consistent messaging across teams

Slide 12: The time to pay attention is Social Media is now 12