Social Media is not cheap Social media does not scale efficiently Social media does not deliver the frequency of revenue generating events Social media does not deliver the velocity in time to value Marketing Sherpa 2010
Warning, Warning. But They Are NOT the Objectives Sales, Leads and Website Visits are Nice...
The Challenge for Marketers In the transition of investment to Social Media:
No value is created until someone has posted, referenced, commented or engaged with you.
It takes real people & effort to make social media marketing pay off.
Awareness Engagement Listening Innovation Brand SEO Community Thought Leadership Advocacy Influence Evangelism Feedback Sentiment Service Insight Ideation Collaboration Ed’s Social Media Value Drivers We will not understand the value of Social Media until we understand what is being said, who is saying it, what influence they have, the effect of what they are saying and the effect of what we are saying.
Mobile Connections Mobile phones will be the dominant Web accessing device by 2013, outstripping PC’s (1.8Bn vs 1.7Bn) Gartner 2010
Convergence of Social Mobile Location Awareness Social Social-Mobile Context 29 29
Meet My Big Brothers U.S. Patent & Trademark Office: Yahoo is developing a search app which takes the location of the mobile device, a time of day, an event, information from the user's calendar, past behavior, weather, social networking data, aggregate behaviors, information about proximity of a social contact.
Augmented Reality Overlaying of digital information onto physical assets
How Can Marketers Use Social Gaming? Marketers can use Social Gaming to: Foster Engagement Create Tools for Contribution Syndication of Branded Content
Foursquare (Yelp Meets Farmtown) Location-based check in reality game If Yelp is about the restaurant, Foursquare is about the Mac & Cheese at the restaurant Gaming-Competition Rewards for checking-in Badges Mayor of an establishment Free business sponsored giveaways for members
Major brands will shift their online marketing focus away from traditional campaign micro-sites and towards community platforms as social media begins to dictate their marketing activity in 2010. “We would like to place our activities and brands where people are, rather than dragging them to our platform,…” Coca Cola Marketing Manager
Social Marketizing Mobile local search ad revenues are expected grow to $130 million by 2013, with mobile local searches increasing to 35% of all searches by 2013… BIA/Kelsey, 2009
I Saw it on Facebook! Most social media advertising is traditional banner or the ubiquitous fan page
“The challenge is understanding...how you get everyone into the mindset of creating a continuous stream of content.” Jo Lyall, Head of Invention and Digital, Mindshare “The battle is now to understand how to continue engagement with a consumer outside of a campaign site I’ve driven them to. It’s a much more complicated planning challenge.” Cheryl Calverley Senior Global Manager, Unilever
Is my product the kind of product people want to talk about? The Challenge for Marketers
We Tell You Tell us what you think of what we tell you Lets tell each other Leadsloth, MIO 2009 80% of Your Customers Now Find You CMO 2009
Marketing as a Publisher Customer Conversation Content Optimization Context 51
Trend 9. Security & Data Privacy Grow in Importance
Increasing Web 2.0 Risk Cyber attacks take advantage of the trust factor prevalent among users of social media tools and sites. They can quickly capture passwords, infiltrate the social network and replicate their attack and load key logger or other malware.
1. Blogs (Johnson & Johnson, Delta Air Lines)2. Bookmarking/Tagging (Adobe(), Kodak)3. Brand monitoring (Dell, MINI)4. Content aggregation (Alltop, EMC)5. Crowdsourcing/Voting (Oracle, Starbucks)6. Discussion boards and forums (IBM, Mountain Dew)7. Events and meetups (Molson, Pampers)8. Mashups (Fidelity Investments, Nike)9. Microblogging (method, Whole Foods)10. Online video (Eukanuba, Home Depot)11. Organization and staffing (Ford, Pepsi)12. Outreach programs (Nokia, Yum Brands)13. Photosharing (Rubbermaid, UK Government)14. Podcasting (Ericsson, McDonalds)15. Presentation sharing (CapGemini, Daimler AG)16. Public Relations – social media releases (Avon, Intel)17. Ratings and reviews (Loblaws, TurboTax)18. Social networks: (British Airways, Saturn)19. Sponsorships (Coca-Cola, Whirlpool)20. Virtual worlds (National Geographic, Toyota)21. Widgets (Southwest Airlines, Target)22. Wikis (Second Life, T-Mobile Sidekick) Hundreds of channels, tens of tactics, many personas = Need for Social Media Optimization
Social Media Optimization: implementing changes to optimize a site so that it is more easily linked to more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs..RohitBhargava 5 Rules of SMO (2006)
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References Several blogs & sources were used in the research of this presentation: http://www.briansolis.com/ http://www.chrisbrogan.com/ http://darmano.typepad.com/ http://www.linkedin.com/pub/manish-mehta/9/1b1/795 http://www.marketingsherpa.com/exs/SocialMM09excerpt.pdf