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A View From The Field 12 2 08 Slideshare

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Transcript

  • 1.
  • 2. TOPICS
    • The global economy and how it is impacting digital and social media
    • The primary reasons social media continues to be appealing to brands
    • Things brands really don’t like about social media
    • Top digital and social media opportunities we are seeing
    • Threats to social media
    • Q&A
  • 3. THE GLOBAL ECONOMY IS IN TROUBLE
    • OMX 30 vs. Dow Jones
  • 4. THE BURNING QUESTION
        • 63% of global CMOs surveyed forecast an increase in their spending on digital while 59% report a decrease in traditional marketing spend. (source: CMO Study by Epsilon)
    How do we optimize our shrinking budgets to continue to meet our brand and sales objectives?
  • 5. THE APPEAL OF SOCIAL MEDIA
    • Customers and prospects have embraced social media so brands must follow
    • The ability to target more narrow audience segments
    • More measurable (in “real-time”) than traditional media
    • Lower barrier to entry (investment wise)
    • Digital/social media can bring your brand into contact with customers and influencers more quickly
  • 6. FACEBOOK: THE 11 TH LARGEST COUNTRY
  • 7. B2B, TOO – CIOS DIG DIGITAL
    • Technology Print
    • Technical info.com
    • Vendor.com
    • Trade Shows
    • Technology Analysts
    • Technical Print.com
    • Industry Conferences
    • IT Forums.com
    • IT Blogs.com
    • VAR/Retailers
    • Search.com
    • source: Strategic Oxygen
  • 8. THE APPEAL OF SOCIAL MEDIA
    • Customers and prospects have embraced social media so brands must follow
    • The ability to target more narrow audience segments
    • More measurable (in “real-time”) than traditional media
    • Lower barrier to entry (investment wise)
    • Digital/social media can bring your brand into contact with customers and influencers more quickly
  • 9. MOMS ONLINE 58% would chuck their TVs if they had to get rid of one digital device; only 11% would ditch their laptops Source: Mindshare
  • 10. THE APPEAL OF SOCIAL MEDIA
    • Customers and prospects have embraced social media so brands must follow
    • The ability to target more narrow audience segments
    • More measurable (in “real-time”) than traditional media
    • Lower barrier to entry (investment wise)
    • Digital/social media can bring your brand into contact with customers and influencers more quickly
  • 11. A LOVE/HATE RELATIONSHIP
    • CMOs tend to like control
    • It’s people power intensive
    • Social media does not scale… consistently
      • Measurement is still a challenge
  • 12. THE GLOBAL OPPORTUNITY
      • Make your brand relevant in conversations that occur everyday…. in every market… in every language… around the world.
  • 13. THE CHALLENGE OF HAPPY CUSTOMERS
  • 14. WORLD-CLASS DIGITAL MEDIA
  • 15. THE OPPORTUNITIES THAT RESONATE
      • Digital influencer relations
      • Enterprise Blogging
      • Cultivating communities
      • Internal social networks
      • Building Optimized Digital Ecosystems
  • 16. PLAYTEX @ BLOGHER
  • 17. MERCK: HEALTHY MENU MAKEOVER
  • 18. HP: 31 DAYS OF THE DRAGON
  • 19. THE OPPORTUNITIES THAT RESONATE
      • Digital influencer relations
      • Corporate Blogging
      • Cultivating communities
      • Internal social networks
      • Building Optimized Digital Ecosystems
  • 20. THE OPPORTUNITY: RECONNECT WITH YOUR CUSTOMERS AND PROSPECTS
      • Fostering “communities” of customers.
  • 21. THE OPPORTUNITIES THAT RESONATE
      • Digital influencer relations
      • Corporate Blogging
      • Cultivating communities
      • Internal social networks
      • Building Optimized Digital Ecosystems
  • 22. BUILDING OPTIMIZED DIGITAL ECOSYSTEMS Brand search.com Technical info Technology print IT Forums & Blogs Vendor & Competitors
  • 23. THE THREATS TO BRANDS’ SOCIAL MEDIA EFFORTS
    • No strategy
    • Loss of control
    • Early failures
    • Beware of the “Antibodies”
  • 24. SO WHAT’S MY PROGNOSIS?
    • Smart companies will rebalance resources now to accelerate the use of digital and social media.
    • A strategic approach is vital to success (don’t be lulled by the latest “shiny object”).
    • Just do one thing to start: focus On Digital Influencers.
    • Think about “Optimized Digital Ecosystems” (versus disconnected efforts).
    • This is how we will communicate in the future – so start converting the “antibodies” now.
  • 25.
  • 26. DELL: DIGITAL BYSTANDER TO LEADER 8/05 Jeff Jarvis “Dell Hell” escalates on-line; Dell issues “look don’t touch” policy 1/06 Dell retains Cohn & Wolfe Digital to develop social media strategy. 3/06 Dell launches 24/7 monitoring & response 5/06 Dell invites digital influencers to Round Rock 6/06 Dell launches Direct2Dell 8/06 Dell launches internal blog 9/06 Dell rolls out Spanish, Chinese Direct2Dell 1/07 Dell launches StudioDell MSD meets bloggers @ CES 2/07 Dell launches IdeaStorm 3/07 BusinessWeek: “Dell Learns to Listen” by Jeff Jarvis 1/08 Dell Launches Regeneration.org 40% swing in positive tonality online