Social Media Disruption 20.10.09 A presentation to : IBM [email_address] @nicholasgill bluurb.wordpress.com

slideshare.net/bluurb @nicholasgill @fbfdigital

Social media has disrupted the conventional marketing model

People are one click away from the perfect job, the ideal product, a damning video diary or the 5 star review

But it’s not about blindly rolling out the latest, must-have tactics Brands need to strategically navigate through social media…

Some scary/exciting* numbers Image: Universal McCann Wave 4, Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ * Delete as appropriate

13 hours amount of video uploaded to YouTube every minute

900,000 average number of blog posts in a 24 hour period

Tweets so far? Source: http://popacular.com/gigatweet//

3.5 billion online conversations every day Sources: Keller Fay Group, Bazaarvoice/izu Answers online market research

100,000,000 users who log on to Facebook at least once each day (that’s 50% of total FB users)

1,500,000,000 Apps downloaded for iPhone Average user downloads 10 apps per month

3,000 Average advertising exposure per day Source: Advertising: It's Everywhere, Media Awareness Network

Trends Content Explosion Fragmentation & distribution Interactivity, participation & control Source: IAB Europe Interact Congress 2009 Content Supply Chain Evolution Real time

Social media is powering & accelerating these trends The 60’s and 70’s were all about products and how to advertise them The 80’s and 90’s were all about brands and their balance sheet value Then it all went digital Now it’s all gone social

Social media is about conversations

People like to talk about themselves

Share knowledge & learn

To enjoy

Express opinions

Share Experiences

Find each other jobs

These conversations are fragmented & connected

Brand ownership has fundamentally shifted Source: David Armano

Brand ownership has fundamentally shifted Source: David Armano

Engagement has already shifted

Social media is already culturally accepted Source: Forrester & The Guardian 65% of time spent in social/entertaining space

66% of B2B marketers said they are now using social media (+20% YoY) Source: Forrester B2B Social Computing & B2B Online “ ”

The consumer has evolved

Why should I? New ways to market my products & services Lets me discover, cultivate & activate brand enthusiasts Allows me to solve problems & deliver better customer experiences Connect with buyers before & after sales Humanizes my company Lets me learn & collaborate with my customers

New ways to market my products & services

Lets me discover, cultivate & activate brand enthusiasts

Allows me to solve problems & deliver better customer experiences

Connect with buyers before & after sales

Humanizes my company

Lets me learn & collaborate with my customers

How can you engage in this world? OPEN AUTHENTIC TRANSPARENT

Entertainment Exclusives, assets Information, news, knowledge Utility or tool Fame social currency Meme Vouchers, rewards How can you engage in this world?

Social Media Strategic Framework Source: Steve Sponder @stevesponder blog.stevesponder.com Creative Commons: Attribution-Non Commercial-No Derivative Works 2.0 UK: Engalnd & Wales License

10 things you can do to be social today Add photos of your staff Add a link to each employee’s LinkedIn profile Update staff bios to accurately describe their expertise and cut out the gobbledygook Write about things your next business partner, customers, or members are searching for Update your blog regularly – at LEAST once a week Make sure the design of your blog matches the design of your company website Be the best you that you can be. Don’t try to be someone else Generate good helpful content and not a constant sales pitch Recommend vendors and business partners on social networking sites Add links to your social media sites in the footers of your outgoing email – let people know where you are available to connect Source: SocialMediaB2b.com

Add photos of your staff

Add a link to each employee’s LinkedIn profile

Update staff bios to accurately describe their expertise and cut out the gobbledygook

Write about things your next business partner, customers, or members are searching for

Update your blog regularly – at LEAST once a week

Make sure the design of your blog matches the design of your company website

Be the best you that you can be. Don’t try to be someone else

Generate good helpful content and not a constant sales pitch

Recommend vendors and business partners on social networking sites

Add links to your social media sites in the footers of your outgoing email – let people know where you are available to connect

Do something interesting

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