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  • Example 1: “Hillary Duff Diamond Ring”  When Hilary Duff’s fiancé, NHL hockey player Mike Comrie, proposed with a $1 MM engagement ring, it made headlines, and ICE.com capitalized by using this opportunity to talk about the story and diamond engagement rings on SparkleLikeTheStars.com, of course linking back to our diamond rings and wedding boutique pages of our main site, ICE.com  During the first 3 weeks, we ranked #1-#2 for most relevant keyword queries, and generated tens of thousands of visits to our blog, and thousands of visits to ICE.com  We currently maintain first page visibility for most queries relevant to the story.

Mcgill social Presentation Transcript

  • 1. What Is Social Media Marketing?
  • 2. “ Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian Sane
  • 3. “ Social Media is Like a Cocktail Party: Listen Then Respond” Photo Credit: The Dana Files
  • 4.
    • Participation
    • Full Disclosure
    • Two–way Conversation
    • Building a sense of community
    • Connection
    • Collaboration
    • Facilitation (facilitating something that is ALREADY happening)
    12 November 04, 10 Distinctive Qualities of Social Media
  • 5. 200 Million Boxes
  • 6.
    • Me in a uniform, scout
  • 7. Why Is Social Media Important?: Statistics Photo Credit: kevindooley
  • 8. 500 Million Active Facebook Users Source: Tech Herald Photo Credit: Oversocialized
  • 9.
  • 10.
  • 11. 10 Billion+ Tweets Sent on Twitter Since 2006 Photo Credit: Rosaura Ochoa Source: Mashable
  • 12.
  • 13.
  • 14. 126 Million The number of blogs on the Internet. Source: Jess3
  • 15. 2 Billion Videos Are Streamed Each Day On YouTube Photo Credit: jonsson Source: Techcrunch
  • 16.
    • 91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group
    • 87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa
    • 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
    • 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
    • * Slide courtesy of Digital Influence Group
    Social media influences people
  • 17.
    • Study showed that …
      • 77% of online shoppers read consumer product reviews and ratings before making a purchase
      • $2 Billion of online travel purchases a year are affected by social media
      • 24% of online car shoppers have changes their mind about a vehicles purchase based on social media
      • 51% of journalists read blogs for story ideas
      • 28% of top search engine results are social media sites
    11 Trends of Social Media Juniper Research
  • 18. People are using social media
    • Social media sites are the fastest-growing category on the web, doubling their traffic over the last year.
      • 73 % of active online users have read a blog
      • 45 % have started their own blog
      • 57 % have joined a social network
      • 55 % have uploaded photos
      • 83 % have watched video clips
        • Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
  • 19. Social media marketing is growing
  • 20.
    • The conversation is not :
      • controlled
      • organized
      • “ on message ”
    • The conversation is :
      • organic
      • complex
      • speaks in a human voice
    • Social media is not a strategy or a tactic – it’s simply a channel .
    The social media conversation
  • 21.
  • 22.
    • The power to define and control a brand is shifting from corporations and institutions to individuals and communities .
    Social media is changing our world
  • 23.
  • 24. Social Media A Shift to Publishing a Conversation 4 Institutional Voice Audience Traditional Social Media Blogs Communities Traditional online tactics focus on crafting institutional messages and assets then mass distributing them to a core audience. Social Media focuses on enabling and publishing a conversation between multiple parties where the community has a steak in the dialogue
  • 25. Social Media Defined User-generated content, Consumer-generated media 8 User-generated content ( UGC ) refers to various kinds of media content that is produced or primarily influenced by end-users ; as opposed to traditional media outlets. Consumer-generated media (CGM) describes word-of-mouth behavior that exists on the Internet. Typically, consumer-generated media encompasses opinions, experiences, advice and commentary about products, brands, companies and services—usually informed by personal experience —that exist in consumer-created postings on Internet discussion boards, forums, Usenet newsgroups and blogs.
  • 26. Social Media Defined Social bookmarking, Social Media Optimization 9 Social Bookmarking is a method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata. Social media optimization is about implementing changes to a site (or blog) so that others can easily link to it, tag it, post a comment to it; and then submit it to social bookmarking sites; making it social media ready!
  • 27.
    • Experiment personally before professionally
    • Try a variety of social media tools
    • Be yourself , make some friends , and share
    Experiment with social media
  • 28.
  • 29.
  • 30.
  • 31. Social Media Objectives
    • Create brand awareness through online word of mouth
    • Acquire new customers via the social media channel
    • Foster loyalty and retention among existing customers
    • Improve customer service level
  • 32.
  • 33. Social Media Ecosystem
  • 34.
  • 35. Free Social Media Monitoring Tools Image Credit: Hamed Sabe r
  • 36. Customer Service via Social Media
  • 37. Customer Service via Social Media
    • 480+ customer service cases resolved through Social Media in past 6 months
    • Compiling customer influencers database
    • Customer re-activation and win-back
    • Generating customer insights and identifying customer experience flaws.
  • 38. July 2009 United Airlines handles hundreds of lost and damaged baggage complaints each year. But aggrieved Dave Carroll went viral with his ballad of a broken guitar. Social Relevance: United had 9 months to placate Carroll before he penned his protest song. Instead they were confronted with a backlash millions empathised with.
  • 39. Southwest Air’s “Customer of Size” policy receives a high-profile roasting when the airline targets director Kevin Smith and he tweets his experiences. Social Relevance: Forcing obese passengers to buy an extra ticket had taken a back seat on the news agenda until Smith’s tweet to millions hit the headlines. February 2010
  • 40. September 2010 McDonald’s wasn’t overly concerned by this local TV ad made by a community nutrition group linking its burgers to heart disease. That’s before they took it to YouTube.
  • 41.
  • 42. Building relationships…
  • 43. ICE.com Love Story Contest on Facebook Tell Us Your Love Story for a Chance to Win
    • User generated contest run entirely in Facebook.
    • 4,300+ new fans and email opt-ins
    • 965 stories submitted
    • Engagement
      • 5.5 Votes / Story
      • .33 Comments / story
      • 10+ interactions / post during contest period
  • 44.
    • 12 days of christmas ellen
  • 45.
    • Plan the outcome (ellen)
  • 46. Ellen DeGeneres Valentine’s Day Special Audience Gift and Initiative to Support Haiti
    • Results:
    • 30-second on-air endorsement from Ellen DeGeneres to 3,000,000+ viewers
    • Est. 4,000+ New Fans and email opt-ins in 48 hours
  • 47.
  • 48.
    • Resources required for social media may include:
      • Strategic consultation
      • Training
      • Creating content
      • Integrating tools
      • Distributing content
      • Relationship management
      • Measuring value
    Social Media is not free
  • 49.
  • 50.
  • 51.  
  • 52.
    • Dedicate in honor
    In Memory of
  • 53. June 2008 JCPenney’s “Speed Dressing” ad wins a Bronze Lion at Cannes. Just one problem: Neither the retailer or its ad agency claims to know anything about it. Social Relevance: In social media, content never dies. When the makers of the faux ad put it online and JCPenney disowned it, Speed Dressing’s fame was bound to grow.
  • 54.
  • 55.
    • Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight
    • Companies that use crowd sourcing include:
      • Starbucks (MyStarbucks)
      • Dell (Ideastorm)
      • DuPont
      • Netflix
      • Wikipedia
      • iStockphoto.com
      • Threadless.com
      • Mechanical Turk (Amazon)
    Crowd Sourcing – Submit, Discuss, Vote
  • 56.
  • 57. June 2010 BP spills millions of barrels of the oil into the Gulf of Mexico. Finds its online PR response clogged by Facebook outrage and a fake, hilarious Twitter account. Social Relevance: While BP spent £93m on ads, social media kept the pressure on. 350 “Boycott BP” Facebook groups formed and 188,000 followed fake @ BPGlobalPR.
  • 58.
    • Avoid puffery (people will ignore it)
    • Avoid evasion and lying (people won’t ignore it)
    • Companies have watched their biggest screw-up's rise to the top 10 of a Google search
    • Admit your mistakes right away
  • 59. Folksy “Isn’t Wal-Mart great” travel blog “Wal-Marting Across America” hits a reputation pot-hole when unmasked as being paid for by company. Social Relevance: Black eye for Wal-Mart amid accusations that it was trying to shift attention away from criticism of its labor practices. October 2006
  • 60.
  • 61.
  • 62. Polyvore and Rich Media Content
  • 63. Blogs
  • 64.
  • 65.
    • Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
    • Make your content easy to share
    • Incorporate tools that promote sharing:
      • Share This, RSS feeds, Email a friend
    6. Share your content
  • 66.  
  • 67.
    • Don't shout . Don't broadcast . Don’t brag .
    • Speak like yourself – not a corporate marketing shill or press secretary
    • Personify your brand – give people something they can relate to.
    7. Be personal and act like a person
  • 68. ZAPPOS – Customer service is central
    • Zappos, an online shoe retailer, makes customer service central with a focus on “ making personal and emotional connections .”
    • Divert marketing budget to customer service (they outsource marketing to their customers ; they don’t outsource their call centre)
    • Use Twitter to promote their brand
      • Website displays any public tweets mentioning of their brand
      • CEO has over 400,000 followers
      • 430 employees on Twitter
    • $1billion in sales last year and their expanding into new product categories
  • 69.  
  • 70.
    • Think like a contributor , not a marketer
    • Consider what is relevant to the community before contributing
    • Don’t promote your product on every post
    • Win friends by promoting other people’s content if it interests you
    8. Contribute in a meaningful way
  • 71.
    • Don’t try to delete or remove criticism (it will just make it worse)
    • Listen to your detractors
    • Admit your shortcomings
    • Work openly towards an explanation and legitimate solution
    9. See criticism as an opportunity
  • 72. Greenpeace targeted Nestle but only when activists besieged Nestle’s Facebook page and the company got aggressive and deleted posts did it become a global story. February 2010
  • 73. Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal. Social Relevance: Jet Blue understood how its reputation was being hurt online and so CEO David Neelman quickly crafted a YouTube apology.
  • 74. Bazaarvoice
    • “ People are twice as likely to convert when there is a negative review amongst the positive ones”
    • Sam Decker
    • CMO
  • 75.
    • Don’t wait until you have a campaign to launch - start planning and listening now
    • Build relationships so they’re ready when you need them
    10. Be proactive