Social Media Marketing: Online Marketing Summit

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Presentation from online marketing summit in Boston 2008

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  • Social Media Marketing: Online Marketing Summit

    1. 1. Demand Generation 2.0: Social Media Marketing
    2. 2. A Little about us… More importantly… Let’s hear from you
    3. 3. What you will learn today <ul><li>The Social Media “ Magic Bullet ” </li></ul><ul><li>A way to “cheat” the system - Buying placements on Digg, Adding views to YouTube, etc… </li></ul><ul><li>You should “ bet your future ” only on social media </li></ul><ul><li>A definitive guide to social strategy and implementation </li></ul>
    4. 4. What you will learn today
    5. 5. What you will REALLY learn… <ul><li>True definition of social media marketing </li></ul><ul><li>What working, what’s not working & why? </li></ul><ul><li>New metrics and what to track </li></ul><ul><li>The importance of testing </li></ul><ul><li>4 ways to get started in Social Media </li></ul>
    6. 6. What is social media? <ul><li>Social Media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. (Wikipedia, 2008) </li></ul>
    7. 7. Social Media Marketing <ul><li>This includes  marketing vehicles like Facebook Apps, videos, podcasts, webinars, and blogs as well as marketing channels including social networking, bookmarketing and community sites (like LinkedIn, Facebook, YouTube, StumbleUpon, Digg and Flickr), blogs and wikis </li></ul>
    8. 9. Companies are generally anti-social
    9. 10. <ul><li>They like controlling the conversations </li></ul><ul><li>“ One-Way” Dialogs have worked for them </li></ul><ul><li>They define where, when and how customers interact with them </li></ul>So… why change??? Companies are generally anti-social
    10. 11. Introducing: Generation You <ul><li>Audience has changed </li></ul><ul><ul><li>We are creating </li></ul></ul><ul><ul><li>We are publishing </li></ul></ul><ul><ul><li>We are selecting </li></ul></ul><ul><li>Don’t want to listen to advertisers - Interruptive marketing is going away. </li></ul><ul><li>The audience is in control… they are linked, listening and informing </li></ul>
    11. 12. How we make decisions
    12. 13. Source: Forrester Research The Traditional Marketing Funnel
    13. 14. Source: Forrester Research The Social Marketing Funnel
    14. 15. Social Media Growth Spending on social media alone will grow to $15 billion by 2012 as marketers understand how to use and measure this channel. Forrester Research, “ US Interactive Marketing Forecast, 2007 To 2012 ”
    15. 16. Social Media Chaos
    16. 17. Interactive vs Tradition Channels http://www.impaqt.com/downloads/US_Interactive_Marketing_Forecast.pdf Effectiveness of emerging technologies are on the rise. Marketers are looking for ways to leverage these technologies
    17. 18. Marketing: Not Keeping up with Customer Demand http://www.ogilvy.com/forrester/The%20Forrester%20Wave_Interactive%20Marketing%20Agencies,%20Q4%202007.pdf Even with an understood increase in effectiveness of social media, Consumers are adopting, but marketers are not keeping pace.
    18. 19. <ul><li>“ Companies adopt social media as a marketing tool but are struggling to find effective metrics” </li></ul><ul><li>Paul Gillin, author of The New Influencers </li></ul><ul><li>report issued by the Society for New Communications Research (SNCR), </li></ul>Social Media Pain – Measuring Success
    19. 20. Sample Social Media Marketing LOST Magazine LOST Wiki Interactive Website iTunes Blog Hundreds of fan sites and blogs Alternate Reality Game Novel MOBisodes Message Boards
    20. 21. Social Media Case Study - Consumer <ul><li>The Challenge </li></ul><ul><ul><li>Early stage start-up </li></ul></ul><ul><ul><li>Limited marketing budget = need for viral programs </li></ul></ul><ul><ul><li>Generate 50K+ online registrations for college fair </li></ul></ul><ul><ul><li>Elusive youth audience resistant to traditional ads </li></ul></ul><ul><li>The Solution: </li></ul><ul><ul><li>Launch multiple social components – YouTube, Facebook, Twitter, Blogs, iTunes) </li></ul></ul><ul><ul><li>Secure external consultants & costs of $100K+ </li></ul></ul><ul><li>The Results </li></ul><ul><ul><li>Positive results videos submitted resulting in over 5000 views and 10 YouTube Awards </li></ul></ul><ul><ul><li>Over 1000+blog “hits” but difficult to measure impact and influence </li></ul></ul><ul><ul><li>Heavy dependence on external resources </li></ul></ul><ul><ul><li>No easy way to track success or failure </li></ul></ul><ul><ul><li>No easy way to sources of traction </li></ul></ul>
    21. 22. Great… so, what’s it all about? (1) Conversations & (2) Connections
    22. 23. What should I measure? <ul><li>The two core metrics of social media are: </li></ul>INFLUENCE ENGAGEMENT
    23. 24. How do I mine this data??
    24. 25. A word of caution…
    25. 26. Be prepared for what you will learn…
    26. 27. Salesforce.com – Dealing with Outages <ul><li>The world leader in SaaS solutions </li></ul><ul><li>Over 1M users worldwide </li></ul><ul><li>The Problem: </li></ul><ul><li>January – April 2006 SFDC experiences significant outages </li></ul><ul><li>Customers fight back on the blogosphere launching sites like Gripeforce.com (google it..) </li></ul><ul><li>The Resolution: </li></ul><ul><li>Trustforce.com  </li></ul>
    27. 28. The Truth is… <ul><li>Online discussions are candid… and this is a HUGE OPPORTUNITY </li></ul><ul><ul><li>Companies can identify trends </li></ul></ul><ul><ul><li>Identify Positive and Negative Influencers </li></ul></ul><ul><ul><li>People are incredibly honest in conversations and on profiles </li></ul></ul><ul><ul><li>Learn what customers REALLY THINK </li></ul></ul><ul><ul><li>Identify new channels and outlets for messaging </li></ul></ul><ul><ul><li>Learn how to message and new brand positioning </li></ul></ul>
    28. 29. How to monitor and track <ul><li>Key Employees </li></ul><ul><li>Company Name </li></ul><ul><li>Industry Sites </li></ul><ul><li>Company URLs </li></ul><ul><li>Product/Service Names </li></ul><ul><li>Track competitors </li></ul><ul><li>Employee Activity </li></ul><ul><li>Newsgroups </li></ul><ul><li>ZoomInfo </li></ul><ul><li>ID Influencers </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Blogs and Blog Comments </li></ul>
    29. 30. What to use <ul><li>Google Analytics </li></ul><ul><li>Feedburner </li></ul><ul><li>Hit Tail </li></ul><ul><li>Measure Map </li></ul><ul><li>Technorati </li></ul><ul><li>Microblogs: Twitter, Pownce, Jaiku </li></ul><ul><li>Social Bookmarking: Digg, Delicious </li></ul><ul><li>Networks: Facebook, LinkedIn, Bebo </li></ul><ul><li>Content Channels: YouTube, Flikr </li></ul>
    30. 31. 4 Steps to Implementing Social media <ul><li>Listen: Monitor customers, prospects, partners, competitors, employees. Go where they go and do what they do </li></ul><ul><li>Learn: Understand objectives, identify vehicles and channels. </li></ul><ul><li>Activate: Create pilots, test ideas. Work with all constituencies </li></ul><ul><li>Monitor and Optimize: Aggressively implement changes based on what you hear and constantly improve </li></ul>
    31. 32. Contact Info: Mike Lewis [email_address] 781-308-3572 Google talk: lewismich Twitter: @bostonmike Facebook: http://profile.to/michaellewis/ LinkedIn: http://www.linkedin.com/in/lewismich

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