1. Alon Rozen
Assistant Dean
January 31, 2013

2. Quick survey
What social media do you use?
What social media sites have
you been tempted to try?
Have you ever clicked on a
Facebook ad?
Prof. Alon Rozen © 2013

3. Digital age definition
mar·ket·ing/ˈmärkitiNG/ (noun)
A conversation between a brand
and its market(s)
(hat tip to the Clue Train Manifesto)
Prof. Alon Rozen © 2013

4. Then something happened…
So they had to join the
Brands were not part of conversation!
the conversation…
Prof. Alon Rozen © 2013

5. Social Media and Marketing
Social media is a conversation… but much different!!!
Marketing has had to adapt because of social media:
LISTENING
OBSERVING
FROM TO
INTERACTING
FACILITATING
Passive consumers became (inter)active,
brands have gone from monolog to dialog…
Prof. Alon Rozen © 2013

6. What is Social Media?
 Peter Drucker: the purpose of a
business is to create a customer.
 Shiv Singh (Razorfish): the
purpose of social media is to
create a customer … who creates
a customer!
Prof. Alon Rozen © 2013

7. Friends
Photos
Games
Shopping
Music
News
Travel
Payment
Lending
Software
Is
anything
not
social?
Prof. Alon Rozen © 2013

8. First Moment of Truth
A key element in purchase psychology = F-MOT
 Lafley, CEO, P&G (2005): Top brands consistently
win two moments of truth: 1 at the store shelf,
when a consumer decides what brand to buy.
2 at first use: a love it or leave it moment!
Prof. Alon Rozen © 2013

9. Zero Moment of Truth (Google)
Lisicki, Google:
ZMOT learning before trying or buying.
SocMed: a major shift in how people share and discover
information, interact with friends/colleagues/brands, create
content, research purchase intentions and make decisions.
Prof. Alon Rozen © 2013

10. Social Media is now ZMOT media
 Content created by users: reviews, comments, opinions of
your friends, blogs you read, twitter feeds you follow…
will help you decide what to even consider for purchase.
 Competition around ZMOT is increasing.
 Each purchase you make will be a ZMOT for others!
Prof. Alon Rozen © 2013

11. From ZMOT to EPO
Paid Ads Website
AdWords Blog
Affiliates Twitter account
Word of Mouth, Buzz, Viral marketing Source: Altimeter 2012
Prof. Alon Rozen © 2013

12. From EPO to the new BrandSphere
Paid: Digital ads, banners, adwords, overlays
Owned: Created assets, custom content
Earned: Brand-related conversations
and user-generated content
Promoted: in-stream or social
paid promotions vehicles (e.g.
Twitter promoted products,
Facebook sponsored stories)
Shared: Open platforms where
customers co-create and
collaborate with brands
(e.g. Dell’s IdeaStorm and
Starbuck’s MyStarbucksIdea.)
Prof. Alon Rozen © 2013 Source: Brian Solis

13. Understanding the BrandSphere
Prof. Alon Rozen © 2013

14. Types of Social Media
 Blogging
 Blogger, WordPress, NRJ, Twitter, Tumblr (micro-blogging)
 Social Networking
 Facebook, MySpace, Classmates, Friendster, Bebo, Orkut, Hi5,
Pinterest, LinkedIn, Plaxo, Xing, naymes, Viadeo, Small World,
Branch Out
 Bookmarking sites
 Del.icio.us, blogmarks, dogear
 Photo / Video sites
 Instagram, Flickr, Photobucket, YouTube, Vimeo, Daily Motion
 Virtual Reality
 Second Life, World Of Warcraft (WOW)
 Groups
 Google+, Yahoo!, Skype
Prof. Alon Rozen © 2013

15. Social media in perspective
Blogs – 12 billion posts on Tumblr (79M blogs) alone
Facebook – +1B users, ~500M mobile users!
Twitter – 500M users, 750M twts/day, 1M accts/day in ‘12
YouTube – 25% global bandwidth, Gangnam +1.2B views!
LinkedIn – 187M active users, 200 countries, 1M groups
Google+ – 400M users end ‘12, 5B +1 daily! #2 social site!
Pinterest – 25M+ users, fastest site to 10M ever! 22M visits
in Jan 2012, more referrals than G+, LI, YT combined!
Instagram – 1M>15M users in 2011, 15M>80M in 2012
Bought by FB for $1B in Apr ‘12. Now, +40M photos/day!
Sources: Wasserman, Mashable (Jan and Apr 2012), Brandon Butler, Network World (Feb 2012), Business Insider (Apr
2012), mediabistro.com (Nov 2012), The #RLTM Scoreboard: Social Networking Stats for the Week (2 Nov. 2012),
Huffingtonpost.com (29 Nov 2012)
Prof. Alon Rozen © 2013

16. Social media: share of e-marketing
Prof. Alon Rozen © 2013

17. Facebook brand pages: permaflux
Prof. Alon Rozen © 2013

18. SocMed content strategy: 3 Rs
Post a video to
YouTube
On blog invite Post to Blog
comments on Reduce with video
YouTube embedded
Re-use
Recycle
Post video + §1 Tweet about
of story to new post with
Facebook with link to
link to blog Facebook
Prof. Alon Rozen © 2013

19. Social Media Strategies (HBR)
 Predictive Practitioner – using social media in one area,
selectively. Ex. User-generated innovation at Clorox
Prof. Alon Rozen © 2013

20. Social Media Strategies (HBR)
 Creative Experimenter – small-scale tests across areas or
social media. Ex. : Customer support at Dell
Dell’s use of Twitter is responsible for $6.5M in sales worldwide.
Prof. Alon Rozen © 2013

21. Social Media Strategies (HBR)
 Social Media Champion – large initiatives often requiring
collaboration across functions, levels and partners.
 Ex. Ford’s Fiesta Movement – give 100 people a car for 6
months and ask them to share their experiences through
YouTube, Flickr, Facebook and Twitter accounts.…
 Results: 6.5M YouTube views, 50K requests for information
and 10,000 Fiestas sold in the first 6 days of sales.
Prof. Alon Rozen © 2013

22. IBM Connections
Prof. Alon Rozen © 2013

23. Corporate SocMed as strategy
 IBM now selling Connections to other businesses
 Example of the power of internal social media
 A big retailer using Connections
 A store manager posted on a “stockout” and asked
if any other stores had any spare inventory?”
 Other store managers asked “Stockout?! Nobody is
buying this in our store. How did you sell it?”
 This led to a new “best practice” across stores!
 Now a best practice enabler for operations, HR and
marketing!
Prof. Alon Rozen © 2013

24. Social media – beyond marketing
Prof. Alon Rozen © 2013

25. Social media - beyond IPO?
 A financial and marketing strategy. Ex. Pebble
Prof. Alon Rozen © 2013

26. Some SocMed trends for 2012
 TV goes social. Internet and TV will become far more
interlinked integrating social activities into TV.
 Essential social. SocMedia strategy is no longer optional,
will extend beyond marketing to HR, finance, sales, NPD...
 Social commerce. S-commerce fires up, with user reviews
and +1’s/Likes increasing influence on consumer behavior.
 Branded content for social. Brands will go beyond
coupons and discounts to engage consumers.
 Social search. Increased competition among Facebook,
Twitter and Google on the search function
 More of the same. Facebook will hit 1billion users in 2012.
Source: http://socialmediatoday.com/gloople/411976/2012-7-new-trends-social-media
Prof. Alon Rozen © 2013

27. Old Spice Social Strategist Job
1. Create the best original Pinterest board dedicated to …
2. Post original content to Reddit that receives the most upvotes…
3. Upload to SlideShare an analysis of the Ed Hardy SocMed
ecosystem…
4. Get the most people to friend your mother on Facebook …
5. Create a new Twitter account and get the most followers in a week…
6. Create an original YouTube video that receives the most plays…
7. Get recommendations on LinkedIn from 3 other people…
8. Create the most reviewed recipe on allrecipes.com in a single week…
9. Upload the most pictures of your armpit(s) to Instagram, include the
hashtag #mypits.
10.Using Quora, give thought-out, meaningful answers to as many dream
catcher-related questions as possible in a single week.
Prof. Alon Rozen © 2013

28. SocMed & Reputation Management
 Feb 2012 – an Israeli notices that Pesek Zman, a candy
bar is selling for half price in the US.
 Publishes photos on Facebook, calls to boycott the co.
 Demands: price reduction of 50% on all products!
 What would you do?
 Company reaction:
1. President meets the movement.
2. CEO published videos on YouTube and Facebook.
3. VP Marketing holds live chat on Facebook.
 PS: Sales of the candy bar rose 40% sustainably since!
Prof. Alon Rozen © 2013

29. Thank you!