Social Media Overview - Presentation to Drucker School Marketing Association

Social Media Overview Drucker School of Management Student Marke4ng Associa4on Presenta4on February 15, 2011 Chris Lam, Drucker ‘08 @thechrislam Social Media Community Manager, Blaze PRChris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 1

Agenda• What is Social Media?• What is Social Media NOT?• Why Bother?• Video -‐ AARP• Case Studies – Original Tommy’s (client) – Other Case Studies• Trends – Mobile!• Resources Chris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 2

What is Social Media?• Social media is a shiV in how people discover, read, and share news, informa4on, and content. (Wiki)• Consumer POV: – User-‐generated, user-‐contributed • Less top-‐down communica4ons • Permission-‐based – Fosters interac4on through media sharing – Builds community, creates rela4onships – Allows you to take control of your online iden4ty• Biz POV: – Reach and connect with consumers – Build rela4onships with your customers – Demo mining (when possible/available) – Complements marke4ng and PR plans • Adjust messaging and focus “on the ﬂy” Chris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 3

What is Social Media NOT?• Cheap• Easy• Top-‐down, one-‐way news broadcast• Text only• Non-‐responsive• Sta4c• Perfect• Undoable Chris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 4

Chris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 5

Why bother?Social media never sleeps…• Youtube’s player is embedded in 10+M websites• Hundreds of millions of videos are watched each month on mobile devices• 24 hours of video is uploaded per minute on Youtube• 3+M users are auto-‐sharing video to at least one social network• Half the exis4ng Bloggers are working on at least their second blog• 28% of US online holiday shoppers were inﬂuenced by social media• 35+M moms are online and 75% go online to research products before purchasing• Almost one in 10 adult internet users Tweet. – 55% of these Tweeters share links to news stories – 100M new accounts added on Twiler in 2010• 20M apps installed on Facebook• 36B images uploaded to Facebook every year• 152M Blogs on the internet• 3,000 images uploaded to Flickr every minute Chris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 6

Why bother? (video) The purpose of a business is to create a customer. The purpose of social media is to keep that customer… and then some.Chris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 7

Case Study -‐ Original Tommy’s (Client)• Family-‐owned 33-‐loca4on restaurant chain in Southern California, famous for their chiliburgers• Hired Blaze to manage their social media program with goals: – Increase FB fans by 15% and Twiler followers by 20% – Increase awareness about new product – Drive customers to restaurants and increase sales by 10%• Baseline (Q3 2010): 27,000 Facebook Fans and 1,200 Twiler followers• Results (Q4 2010): – Weekly sales increased almost 20% across almost every restaurant loca4on. • Add-‐on sales increased by almost 15% every Tommy Tuesday. – Facebook fans increased by 27%; Twiler followers up 36% – Interac4ons increased by more than 500% – The new product created over 371 interac4ons, an 86% increase over the goal – The promo4on con4nues to drive an average of 200 addi4onal customers to restaurants each week Chris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 8

Other Case Studies• The Good: Rancho Bernardo Inn’s “Survivor Package for Twiler Followers” – Stripped down rooms and sold at cheap rates – 750+ rooms sold in 10 days via Twiler – 9,000+ online and oﬄine men4ons• The Bad: BP and the Gulf Coast oil spill – Person creates a fake BP Twiler account and begins to tweet as their PR team• The Ugly: Nestle’s FB Page gets “hijacked” – FB Page bombarded with nega4ve posts by Greenpeace – Fan icons changed – SM team insul4ng its customers Chris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 9

Trends• Mobile Mobile Mobile – 8 in 10 young adults have a mobile phone (42% of them have a smartphone) – Cellphone tex4ng s4ll preferred channel of basic communica4on between teens – 7.3M mobile phone users shop via mobile monthly• Geoloca4on – Foursquare, Gowalla, Facebook Places, Yelp• QR (quick response) Codes – Providing more info in a lille barcode image• Mobile Apps – Android OS surpassed Apple OS as #1 smartphone plavorm• Txt/SMS – Mobile banking -‐ empowering customers – No need for internet access/app adop4on Chris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 10

ResourcesNews and StatsMashable: www.mashable.comPew Internet: www.pewinternet.orgFrogloop: www.frogloop.com@marke4ngjobLAGroupsSocial Media Club LA -‐ www.socialmediaclub.laDigital LA -‐ digitalla.netBlogHer -‐ www.blogher.comGirls In Tech -‐ www.girlsintech.netPeople@serena@katcalbes@kanter@mackcollier@petershankman@briansolis@jowyang Chris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 11

Ques4ons? Thank you, Drucker School! Chris Lam Social Media Community Manager, Blaze PR clam@blazepr.com chris@chrisylam.com @thechrislam www.linkedin.com/in/chrisylamChris Lam - @thechrislam - chris@chrisylam.com - Drucker 08 - Social Media Community Manager, Blaze PR 12

Social Media Overview - Presentation to Drucker School Marketing Association

by Christina Lam on Feb 15, 2011

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Social Media Overview - Presentation to Drucker School Marketing Association — Presentation Transcript

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