Social Media Strategy Keynote presentation


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Social Media Strategy Keynote presentation at WebGuild\'s Social Media Strategy Conference in San Francisco, October 29th, 2008

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Social Media Strategy Keynote presentation

  1. 1. The Current State of Social Media David Carter CTO & Founder Awareness [email_address] Twitter: dkrcarter © 2008 Awareness
  2. 2. Things I think we need to cover <ul><li>About Awareness & David Carter </li></ul><ul><li>What do the current economic conditions Mean? </li></ul><ul><li>Is Social Media a Fad? </li></ul><ul><li>Is Social Media a Commodity? </li></ul><ul><li>What are the standard &quot;recipes&quot; that are working </li></ul>© 2008 Awareness
  3. 3. First a little about Awareness <ul><li>David Carter, CTO and Co-Founder </li></ul><ul><ul><li>Microsoft for 11 years. </li></ul></ul><ul><li>Awareness </li></ul><ul><ul><li>Formerly iUpload founded in 1999 as a CMS company based in Canada </li></ul></ul><ul><ul><ul><li>CMS, Email Marketing, Surveys </li></ul></ul></ul><ul><ul><li>Hosted CMS was a response to </li></ul></ul><ul><ul><ul><li>Marketing's role on the web </li></ul></ul></ul><ul><ul><ul><li>Reduction in Web budget, ROI concerns </li></ul></ul></ul><ul><ul><ul><li>Departmental need to own content </li></ul></ul></ul><ul><ul><ul><li>Need to have fresh content </li></ul></ul></ul><ul><ul><ul><li>Note: FYI 1999-2000 was not considered a great time to launch a web company. </li></ul></ul></ul>© 2008 Awareness
  4. 4. 2003 A lot of things started to change <ul><li>Canspam Act </li></ul><ul><li>AOL Added strict spam filters </li></ul><ul><li>Email marketing was loosing its effectiveness </li></ul><ul><li>Email Marketing space was getting crowded </li></ul><ul><li>CMS space was getting crowded </li></ul>© 2008 Awareness
  5. 5. New years Day 2004.. we had a brainstorming session © 2008 Awareness
  6. 6. Jan 4 th 2004 We changed our company <ul><li>We were going to embrace RSS </li></ul><ul><li>We were going to write a new system for Blogging and capturing &quot;Vistitor Generated Content&quot; </li></ul><ul><li>Jan 21 st we launched MailbyRSS </li></ul><ul><li>And we did some really interesting communities </li></ul>© 2008 Awareness
  7. 7. Feb 2005 We relaunched ourself at Demo@15 <ul><li>Blogging and UGC Platform </li></ul><ul><ul><li>Secure </li></ul></ul><ul><ul><li>Brandable </li></ul></ul><ul><ul><li>Extendable into other API's (like Salesforce) </li></ul></ul><ul><li>2006 We won Forrester's first Wave Report on Blogging Platforms </li></ul>© 2008 Awareness
  8. 8. And here we are today <ul><li>Forrester is about to launch their Wave Report on Social Media Platforms </li></ul><ul><li>Mature space, defined competitors </li></ul><ul><li>Companies are looking to Social Media Platforms as a cost effective and better way to: </li></ul><ul><ul><li>Attract Customers </li></ul></ul><ul><ul><li>Inform Customers </li></ul></ul><ul><ul><li>Retain Customers </li></ul></ul><ul><ul><li>Know Customers </li></ul></ul><ul><ul><li>Learn from Customers </li></ul></ul><ul><ul><li>Gain Customer Trust </li></ul></ul>© 2008 Awareness
  9. 9. Factoring Current Economic Conditions <ul><li>Is the timing that bad? </li></ul><ul><li>Lots of people &quot;dabbling&quot; </li></ul><ul><li>Lots of products with no value proposition </li></ul><ul><li>Lots of money being tossed about </li></ul><ul><li>Only the strong and committed will survive </li></ul><ul><li>Survivors will… </li></ul><ul><li>Get close to their customers </li></ul><ul><li>Be Agile </li></ul><ul><li>Reduce Costs </li></ul>© 2008 Awareness The irony is that the tools and concepts we need to survive are what most of us here are selling
  10. 10. Right now <ul><li>Marketing budgets are getting slashed </li></ul><ul><li>Sales forecasts are being lowered </li></ul><ul><li>Travel is being cut </li></ul><ul><li>People are preparing for cut-throat competition </li></ul><ul><li>Spending is reduced </li></ul><ul><li>People are separating &quot;needs&quot; from &quot;wants&quot; </li></ul>© 2008 Awareness
  11. 11. Social Media is Not a Fad <ul><li>A response to the over whelming amount of information and relationships we need to manage. </li></ul><ul><li>These tools evolved out of tools that have been around for a long time. </li></ul><ul><li>Customer Expectations have been set </li></ul><ul><ul><li>They may not be able to get phone support, but it better be online </li></ul></ul><ul><ul><li>They want product depth, if not from a company then their peers </li></ul></ul><ul><ul><li>Both happy and unhappy customers can/will be vocal in your community or outside </li></ul></ul><ul><ul><li>People want transparency from the companies/products they use </li></ul></ul>© 2008 Awareness
  12. 12. <ul><li>Note: in the presentation I showed screenshots of some data points on marketing spend moving to digital marketing </li></ul><ul><li>Please visits the research authors site </li></ul><ul><li> </li></ul><ul><ul><ul><li>I could only find this link /idUS173446+16-Jul-2008+BW20080716 </li></ul></ul></ul><ul><li> </li></ul><ul><li> </li></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><ul><li>/08_cmo.html </li></ul></ul></ul></ul>© 2008 Awareness
  13. 13. Is Social Media a Commodity? <ul><li>No! That would mean we have all the tools we need and innovation can stop </li></ul><ul><ul><li>People Lists </li></ul></ul><ul><ul><li>Social Mining of content </li></ul></ul><ul><ul><li>Reputation Systems </li></ul></ul><ul><ul><li>Profile portability, and security </li></ul></ul><ul><ul><li>UI </li></ul></ul><ul><ul><li>All have a long way to go </li></ul></ul><ul><ul><li>But…we HAVE standardized on some USE CASES to rally around. </li></ul></ul><ul><ul><li>We are talking about similar ROI and benefits </li></ul></ul>© 2008 Awareness
  14. 14. Top 8 Social Media Marketing Best Practices / Recipes © 2008 Awareness CONFIDENTIAL
  15. 15. How can we Execute Better <ul><li>Identify /Leverage &quot;Points of Enthusiasm&quot; and make them part of your community </li></ul><ul><li>Picks a Best Practice </li></ul><ul><li>Identify watering holes for customers </li></ul><ul><li>Pick the project that has the most ROI, Benefit </li></ul><ul><ul><li>Save money </li></ul></ul><ul><ul><li>Increase CUSAT or NPS </li></ul></ul><ul><ul><li>Gather important information </li></ul></ul>© 2008 Awareness
  16. 16. Thank you David Carter CTO & Founder Awareness [email_address] Twitter: dkrcarter © 2008 Awareness