Edelman Digital iBreakfast Presentation


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  • Edelman Digital iBreakfast Presentation

    1. 1. SOCIAL MEDIA THE EVOLUTION OF THE SPECIES <ul><li>This is nothing new. </li></ul><ul><li>Man is social </li></ul><ul><li>Derivative of our core psychology as social beings </li></ul><ul><li>Moore’s Law applies to us </li></ul><ul><li>Pace at which technology is advancing our communications </li></ul><ul><li>It is how we now communicate </li></ul><ul><li>Extends the interconnectedness of us all without boundaries. </li></ul><ul><li>Evolve or die. </li></ul><ul><li>The need to evolve to survive </li></ul>
    2. 2. WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH <ul><li>Moore’s Law </li></ul><ul><ul><li>Interconnectedness speeds up human IP development </li></ul></ul><ul><li>The great equalizer </li></ul><ul><ul><li>Boundaries eradicated </li></ul></ul>SOCIAL SOFTWARE
    3. 3. WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH <ul><li>Sharism (sharing) </li></ul><ul><ul><li>Isaac Mao </li></ul></ul><ul><ul><li>http://www.isaacmao.com/meta/2008/04/sharism-slide.html </li></ul></ul><ul><li>Challenge of Industry </li></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Co-development </li></ul></ul>SOCIAL VS. COMMERCE
    4. 4. THERE ARE NO BORDERS ONLINE. Business definitions of markets are not relevant in social media. http://flickr.com/photos/wwworks/2712985768/
    5. 5. http://flickr.com/photos/wwworks/2712985768/ No overall leading social network, but several local champions.
    6. 6. HOW PUBLIC ENGAGEMENT WORKS Open Communication Open Collaboration Controlled Communication Controlled Collaboration <ul><li>Viral Video </li></ul><ul><li>Micro-Blogs </li></ul><ul><li>Employee/CEO Blogs </li></ul><ul><li>MSM interviews </li></ul><ul><li>Influencer Roundtables </li></ul>Communication Collaboration Open Controlled <ul><li>Podcasts </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Issue Ads </li></ul><ul><li>Speeches </li></ul><ul><li>Press Releases </li></ul><ul><li>Video Contests </li></ul><ul><li>Social Nets </li></ul><ul><li>Sponsored Content with Third Parties </li></ul><ul><li>Town Halls </li></ul><ul><li>Ideastorms </li></ul><ul><li>Wikis </li></ul><ul><li>Issue Aggregator </li></ul><ul><li>Pilot Programs </li></ul><ul><li>Coalition Development </li></ul><ul><li>Issues Advocacy </li></ul>
    7. 7. HP: Tweet Away Campaign CASE STUDY Building buzz online about HP’s presence at the BlogHer ’08 conference to drive traffic offline, to the HP Makeover Pavilion and Exhibitor Table
    8. 8. <ul><li>ENGAGED </li></ul><ul><li>bloggers and Twitter-user attendees a week prior to conference, and built a strong following of the HP_BlogHer2008 channel </li></ul><ul><li>CREATED </li></ul><ul><li>an editorial calendar for Tweet-Aways based upon optimal BlogHer conference times, to tweet about each giveaway </li></ul><ul><li>INTERACTED </li></ul><ul><li>with blogger and Twitter friends in a personal and relevant manner, responding to direct messages and making Tweets consistently </li></ul><ul><li>RESULTS </li></ul><ul><li>352 HP_BlogHer2008 followers </li></ul><ul><li>26 Direct Messages </li></ul><ul><li>20 Direct Replies to HP Tweets </li></ul><ul><li>600+ Tweets about HP during event </li></ul>HP TWEET AWAY CAMPAIGN
    9. 9. AXE: Detailer Facebook Program CASE STUDY By incentivizing users to take “social actions”, AXE taps into the viral power of Facebook
    10. 10. <ul><li>RESULTS </li></ul><ul><li>337% increase in fans in 7 weeks </li></ul><ul><ul><li>Continued 8% growth per week with no media </li></ul></ul><ul><li>19,734 new fans </li></ul><ul><li>78,730 page views </li></ul><ul><li>1,700 wall posts </li></ul><ul><li>285 discussion topics </li></ul><ul><li>38,362 video views </li></ul><ul><li>2,832 requests for a Detailer </li></ul><ul><li>122,678 engagements beyond clicks </li></ul>AXE DETAILER FACEBOOK PROGRAM OBJECTIVE Engage guys 18-24 to try out the new Detailer Shower Tool <ul><li>STRATEGY </li></ul><ul><li>Get guys to engage with the product and the brand by discussing the “issue” </li></ul><ul><li>Tap into the viral nature of Facebook in two ways: </li></ul><ul><ul><li>Product giveaway based on posts to the Wall </li></ul></ul><ul><ul><li>Facebook engagement ads </li></ul></ul>
    11. 11. PepsiCo: The Pepsi Cooler FriendFeed Room CASE STUDY Tapping online influencers to re-establish Pepsi as a relevant, trendsetting brand
    12. 12. <ul><li>RESULTS </li></ul><ul><li>First major brand to launch a program inside Friendfeed. </li></ul><ul><li>New Pepsi identity impressions: </li></ul><ul><ul><li>1,699,964 total impressions </li></ul></ul><ul><ul><li>618,480 from 166 blogs </li></ul></ul><ul><ul><li>118,378 from 131 tweets </li></ul></ul><ul><ul><li>37,881 from 15 FriendFeeds </li></ul></ul><ul><ul><li>282,993 from “Pepsi 25” RSS Subscriptions </li></ul></ul><ul><li>FriendFeed Room: </li></ul><ul><ul><li>347 members </li></ul></ul><ul><ul><li>12,388 page views </li></ul></ul><ul><ul><li>7,997 visits </li></ul></ul><ul><ul><li>Traffic Source </li></ul></ul><ul><ul><ul><li>Referring Sites: 58.35% </li></ul></ul></ul><ul><ul><ul><li>Direct Traffic: 32.07% </li></ul></ul></ul><ul><ul><ul><li>Search Engines: 9.58% </li></ul></ul></ul>PEPSICO FRIENDFEED PROGRAM OBJECTIVE Position Pepsi's beverage brand identity update as part of a multi-year, multidimensional platform that is consistent to where the culture is and trends are headed Position PepsiCo as a truly unique, collaborative enterprise that is ready to work with the 2.0 community in unique ways to build relationships and work toward shared outcomes STRATEGY Deliver a sequence of Pepsi cans featuring the evolution of the logo throughout the ages to a select group of 25 influencers, culminating with the new identity Launch a digital hub inside Friendfeed called The Pepsi Cooler. FriendFeed serves as an all-inclusive tool allowing users to combine their personal updates from across up to forty specific social media and social networking channels. The space is unique because it gives influencers direct access to three Pepsi social media &quot;ambassadors.&quot;
    13. 13. WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH SMM WIKI http://wiki.beingpeterkim.com
    14. 14. WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH <ul><li>Satisfaction Guaranteed </li></ul><ul><li>Customer care and PR are blending as consumers use social </li></ul><ul><li>Media Reforestation </li></ul><ul><ul><li>The media is in a constant state of reinvention as it transitions </li></ul></ul><ul><ul><li>from atoms to bits </li></ul></ul><ul><li>Less is the New More </li></ul><ul><ul><li>Overload takes its toll. Gorging on media is out. Selective ignorance and friends as filters are in </li></ul></ul>WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH
    15. 15. WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH <ul><li>Corporate All –Stars </li></ul><ul><li>Workers flock to social media to build their personal brands, yet offer employers an effective and credible way to market in the downturn </li></ul><ul><li>The Power of Pull </li></ul><ul><li>Where push once ruled, it’s now equally important to create digital content that people discover through search </li></ul>