Unveiling the Secrets of Social Media & Web 2.0


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This is presentation i delivered at the Consumer Goods Technology executive conference at Ritz Carlton in Orlando, FL last week.

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  • Social Networks News & Bookmarking Blogs Microblogging Online Video Photo Sharing Message boards Wikis Virtual Reality Podcasts Real Simple Syndication (RSS) Social Media Press Release
  • American Apparel Burberry Billabong DKNY Urban Outfitters Marc Jacobs Bluefly Oasis Diesel Sportsgirl H&M Puma Nike Lize Claiborne Chictopia - find models Beat for Men - new cologne launch Little Weeds - support surf dreams Street Fashion Blog - satoralist Street Fashion Blog - Pete Muzak Made bag for “Bryanboy” Confessions of Shopaholic Facebook Create and share outfits The Heidies - viral hijack Hot or not application Facebook - styleguide Retro fashion model/ shoe BBQ Nike ID Brand relaunch- twitter focus
  • Competition goes to great lengths & always finds info Customers & prospects will find product info. On path of least resistance
  • Real time, mobile price scanning Online/ offline comparison User reviews/ comments/ sharing Red Laser
  • Immersive group/ social experiences
  • Unveiling the Secrets of Social Media & Web 2.0

    1. 1. Unveiling the Secrets of Social Media & Web 2.0
    2. 2. What the heck is Going on Here? I play a dazed and confused idiot on TV, “punk” people with harmful practical jokes and married a MILF twice my age with 2 kids. Doesn’t everyone want to be like me?
    3. 3. “ You can’t go back and you can’t stand still… If the thunder don’t get you then the lightning will”
    4. 4. Social Media on the Mind…
    5. 5. The Focus Changed… Me (Web 1.0) You (Web 2.0) We (Web 3.0)
    6. 6. The Web Changed…
    7. 7. The Marketing Channels Changed…
    8. 8. Overview of Inbound Marketing
    9. 9. The Social Media Conversation <ul><li>Social Networks </li></ul><ul><li>Online News </li></ul><ul><li>Blogs </li></ul><ul><li>Online Video </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Podcasts </li></ul><ul><li>Online Communities </li></ul>
    10. 10. The Marketing Holy Grail? <ul><li>Integrated product development </li></ul><ul><li>Customer collaboration </li></ul><ul><ul><li>Free content, feedback, service, ideas </li></ul></ul><ul><li>Innovative marketing </li></ul><ul><ul><li>Deeper, direct, magnetized, behavioral, 1-2-1 </li></ul></ul><ul><ul><li>Relevancy, trust, participation, impact </li></ul></ul>
    11. 11. Analytics & Marketing ROI <ul><ul><li>Unprecedented visibility and tracking </li></ul></ul><ul><ul><li>Connection to online and offline metrics </li></ul></ul><ul><ul><li>Low cost platform </li></ul></ul>
    12. 12. Case Studies
    13. 13. Oasis & H&M: Facebook Fan MiniSites <ul><li>H&M Style Guide </li></ul><ul><ul><li>Viral online lookbook </li></ul></ul><ul><li>Oasis Fashion Simulator </li></ul><ul><ul><li>Create & share outfits </li></ul></ul><ul><li>Leverages sharing and participation </li></ul><ul><li>Integrated to SEO and online ads </li></ul>
    14. 14. DKNY: Street Fashion Blogs <ul><li>DKNY - Satoralist </li></ul><ul><li>Urban Outfitters -Pete Muzak </li></ul><ul><li>Real time Influence </li></ul><ul><ul><li>1st to market news/ feedback </li></ul></ul><ul><li>More “authentic” perception </li></ul><ul><ul><li>Credibility, Buzz, Reach </li></ul></ul>
    15. 15. Puma: Fun Interactive Web Apps. <ul><li>Puma Archive </li></ul><ul><ul><li>Retro Fashion model </li></ul></ul><ul><ul><li>Create model and outfits from past eras - mashup styles </li></ul></ul><ul><li>Mongolian BBQ Custom Shoes </li></ul><ul><ul><li>Create your own Puma </li></ul></ul><ul><ul><li>NikeID, Vans, Converse doing similar programs </li></ul></ul>
    16. 16. Vitamin Water: Flavor Creator <ul><li>Product design </li></ul><ul><ul><li>Label, flavor, nutrients </li></ul></ul><ul><li>Focus group </li></ul><ul><ul><li>Voting, commenting </li></ul></ul><ul><li>Recommendation engine </li></ul><ul><ul><li>Tied to current line </li></ul></ul><ul><li>Integrated media </li></ul><ul><ul><li>TV, endorsements, events, mobile </li></ul></ul>
    17. 17. Flavor Creator: Design, Vote, Share My Design: sunflower piss +ginger, yerba mate
    18. 18. Vitamin Games: Recommendation Engine
    19. 19. D&G: Mobile Fashion Channel <ul><li>D&G Fashion Channel </li></ul><ul><ul><li>Lifestyle, World, Stores </li></ul></ul><ul><li>Integrated to leverage & share content from events and ads </li></ul><ul><ul><li>Syndicate content </li></ul></ul><ul><ul><li>Promotion & Development </li></ul></ul><ul><li>Direct connect to retail sales </li></ul>
    20. 20. Elizabeth Arden : 8 Hour Cream <ul><li>Consumer launch contest </li></ul><ul><ul><li>“ tell your story” entries </li></ul></ul><ul><li>Platform for online community & asset manage </li></ul><ul><ul><li>Turnkey - “cloud” </li></ul></ul><ul><ul><li>30 days to launch site </li></ul></ul><ul><li>Integrated feedback into print and PR campaign </li></ul><ul><ul><li>8 faces of 8 hour cream </li></ul></ul>
    21. 21. Best Practices
    22. 22. <ul><li>Google Trend Labs </li></ul><ul><li>SEO - competitive keyword analysis www. seomoz .com </li></ul><ul><li>Search your company on www.socialmention.com </li></ul>Find Out Where You Stand…
    23. 23. <ul><li>Get serious - Form a team </li></ul><ul><li>Set objectives and metrics </li></ul><ul><li>Reevaluate budget </li></ul><ul><li>Monitor results for continuous improvement </li></ul>Create a Focused Roadmap
    24. 24. <ul><li>Websites today </li></ul><ul><ul><li>10x more powerful and flexible & 70% cheaper </li></ul></ul><ul><li>Leverage the infrastructure and work of experts </li></ul><ul><ul><li>Saas, Paas, Cloud </li></ul></ul>Update Your Web Architecture
    25. 25. <ul><li>SEO - Optimize website content for search engine and customer visibility </li></ul><ul><li>Organic vs. Paid Search Marketing </li></ul>Optimize Content for Maximum Visibility
    26. 26. <ul><li>Don’t be afraid to share </li></ul><ul><ul><li>Transparency is rewarded in new economy </li></ul></ul><ul><li>Tools to promote organized participation </li></ul><ul><ul><li>Share This/ Add This </li></ul></ul><ul><ul><li>RSS feeds/ forms </li></ul></ul><ul><ul><li>Tags </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Bookmarking </li></ul></ul>Syndicate, Share, & Participate
    27. 27. PR 2.0 - Social Media Online Newsroom <ul><li>Expand PR reach access media - online and offline </li></ul><ul><li>Publish to 1000 websites and links overnight </li></ul><ul><li>Optimize results & process efficiency with online multimedia newsroom </li></ul>
    28. 28. Social Instant Coupons: Brand Loyalty
    29. 29. Events, Retail, Sponsorship integration
    30. 30. KEY MESSAGES
    31. 31. <ul><li>Mirror supply chain programs with “consumer chain” social media initiatives </li></ul><ul><li>Re-evaluate your overall marketing budget in context of these new tools </li></ul><ul><li>Form a Team to accelerate the customer conversation and marketing ROI </li></ul>Take Action Now…
    32. 32. <ul><li>Tie in to mobile, events, contests, experiential marketing </li></ul><ul><li>Think interactive and participation on all campaigns </li></ul><ul><li>Consider internal, supply chain, and external customer communication processes </li></ul>Integrate Social Media Concepts
    33. 33. Bill Palmer 310.266.0384 [email_address] .com Let’s Connect… billpalmer100 Social Media Business Planning & Project Management