THE PEOPLE is INTERNET= And the internet can’t exist without people. The market is people Pre 2007- maintstream media controls majority of influence, credibility and exposure and now the futur Post 2007: Creators of Social Media begin to enjoy increased visibility, credibility and audience exposure. Is this some kind of joke? No it is not? It is happening right now. What will you do if you were given 500 bucks and you are told to buy a product that you never heard of at all? You Google!, you ask questions in forum to strangers, you read review of the internet because you know that they are HONEST opinions and NOT PAID OPINIONS. They are COMMENT/REMARKS and NOT ADVERTISING!!!
The web has gives birth to a new generation. It is the generation C. CONTENT by the Creative Class using the web as a CHANNEL to Communicate. Turning Conversation into Community. Today media is controlled, by co-creators. Turning their creativity into CASH. THIS IS THE POWER OF BEING CONNECTED. THIS IS CONSUMER 2.0
In a nutshell, Social Media is online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.
Empowers people, giving people a voice.
When a consumer is happy, they come back for more, they share with their friends, they are evangelist, eventually they SHOUT even louder when company value their thoughts and allow them to feel belong, a sense of ownership of the brands. Look at APPLE, before IPOD was out, everyone is talking about it, anticipate for IPOD because behind all this exist a community, a community of brand advocates! Speaking of functional attributes, doesn’t other products like SAMSUNG, IRIVER serves the same functional attributes, but why are they people still saying that they prefer more of IPOD than these brands!.. How is this applied to the social media? Social media allows participation in a community. People interacts in the community, interactions is conversation, conversation are word of mouth. They bring their knowledge to the reality and spread it out. Research says 70% of Word of mouth are done offline.! The web gives them a TOPIC, an Insight, a News to talk about.
The individuality and personality of each magazine means that readers can readily feel a close relationship with the particular magazines they choose to read. “When a magazine closely chimes in with this [consumer] self-image there is a high level of identification with the chosen magazine. There is a feeling of ownership, that this is ‘my magazine’, an informed friend. “ As a consequence, consumers expect magazine content to achieve closer personal relevance than any other medium. NFO Groups research (Absorbing Media 2002) for the PPA asked consumers which medium they expected to be most closely tailored to their individual needs, and unsurprisingly, magazines were felt to be the most likely. When asked which medium would contain the information that I am most interested in, again the consumer expectation is that magazines are more likely to provide this than other media. People buy magazines that they want to read, a magazine that shared the same beliefs with them. Something they can relate too. Is the same in the web, people read what they want to read and hear what is relevant to them, and thus people who share the same belief form communities. When they are alone they are nothing, when there are many of this lonely people getting together, they are definitely something. This is long tail!
Faced with too much choice, too much media, too much marketing, consumers are effectively, filtering or actively rejecting the onslaught. Through sharing and interaction, you can build a following that will help promote your products and services.
Transcript of "Social Media Introduction (Feb 2010)"
By : Robin Low introduction to SOCIAL MEDIA
A radical change has occurred in the World of advertising and marketing “ ”
Consumers are not listening anymore Interruptive marketing has seen it’s day Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
The Audience is creating Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
The Audience is selecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
Consumers control the online environment so brands need to think about facilitating user-created actions, not just user-generated content." Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth interaction. Source: http://china.seekingalpha.com/article/30979 “ ” advancements of… digital media
The birth of Generation C Control Content Communicate Creativity Channel Creative Class Community Connected Co-Creators Cash Consumer 2.0 Conversation Source: www.slideshare.net/wah17
traditional media is dead. <ul><ul><li>Consumers do not trust advertisements . (They would rather read a review on a blog or a webpage rather than corporate page) </li></ul></ul><ul><ul><li>Consumers are immune to interruptive marketing . (too many mediums, too many ads) </li></ul></ul><ul><ul><li>Consumers are informed , and information is readily available. </li></ul></ul><ul><ul><li>With a global business , it cost too much to reach out to everyone. </li></ul></ul><ul><ul><li>With social media, the cost is $0 , no external company needs to be engaged. </li></ul></ul>
what is… social media? <ul><li>“ Social Media is a group of online media which has the following characteristics.” </li></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>Networks </li></ul></ul><ul><ul><li>Two-way communication </li></ul></ul><ul><ul><li>Connectivity </li></ul></ul><ul><ul><li>Open source </li></ul></ul>
Conversations <ul><li>… and conversations ! </li></ul><ul><li>Markets are conversations </li></ul><ul><li>Markets are getting smarter, more informed , more organized. </li></ul><ul><li>People in networked markets have know that they get far better information and support from each other than from vendors. </li></ul><ul><li>The networked market know more than companies do about the products. </li></ul><ul><li>Companies that assume online markets are the same markets used to watch their ads on TV are kidding themselves . </li></ul><ul><li>Companies that don’t realize their markets are now networked person-to-person, getting smarter as a results and deeply joined in conversation are missing their best opportunity . </li></ul><ul><li>Companies can now communicate with their markets directly. If they blow it, it could be their last chance . </li></ul><ul><li>Companies that do not belong to a community of discourse will die . </li></ul><ul><li>(http://www.cluetrain.com/ #manifesto) </li></ul>
With or without you… <ul><li>… the conversations will happen ! </li></ul><ul><li>For a better control of your brand, you must participate in the conversations </li></ul><ul><li>Reply to topics you know, share information and build relationships. </li></ul><ul><li>Once you trigger a conversation, do not leave it </li></ul>
Importance of… social media <ul><ul><li>2 way communication – allows feedback, comments </li></ul></ul><ul><ul><li>Generate massive amounts of traffic – get attention and links </li></ul></ul><ul><ul><li>Viral propagation – Word of Mouth marketing (Invite friends to promote) </li></ul></ul><ul><ul><li>Networking – create community / supporters </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Search engine visibility </li></ul></ul><ul><ul><li>Low cost / high returns </li></ul></ul><ul><ul><li>Compliments marketing efforts – use with advertisements and PR </li></ul></ul><ul><ul><li>Market research / customer feedback </li></ul></ul><ul><ul><li>Crisis Management – resolve things before they become a crisis </li></ul></ul><ul><ul><li>New Communication Channel </li></ul></ul><ul><ul><li>Less effort with community sharing / help </li></ul></ul>
brand building & management <ul><ul><li>Social Media is fast becoming an important tool for managing your brand . As more people use the social media platform to share their opinions, it is important to engage and correct any misconception on your company over the social media sphere. </li></ul></ul><ul><ul><li>Word of mouth is key . </li></ul></ul><ul><ul><li>A supporter can easily sway opinions and view of their followers for their cause. </li></ul></ul>
I believe in the bloggers and their ideas. They are my friends and will tell me the truth, unlike advertisements. “ ” Source: http://china.seekingalpha.com/article/30979
blogs & Articles <ul><li>Write articles to inform people about new development and advances of the industry. </li></ul><ul><li>Give value and knowledge that people will find useful, for products and services related to your company. </li></ul><ul><li>Brand yourself as an “expert” in the industry. </li></ul><ul><li>Improve your credibility by sharing knowledge. </li></ul><ul><li>Millions of people read articles on ezinearticles.com, blogger.com or wordpress.com everyday. </li></ul>
<ul><li>Build network </li></ul><ul><li>Communicate with Fans </li></ul><ul><li>Generate awareness </li></ul><ul><li>Share photos and videos </li></ul><ul><li>Organize events </li></ul><ul><li>Get feedback </li></ul>Facebook
reasons for using… twitter <ul><li>“ With twitter gaining popularity, number of users greatly increased after celebrities began to use this social media platform. Many people are only beginning to realize the true value in it. ” </li></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Updated news </li></ul></ul><ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Alerts on Upcoming Events </li></ul></ul><ul><ul><li>Share emotions or talk to someone </li></ul></ul>
crisis management <ul><li>Whether or not you are using social media, people will talk about you. </li></ul><ul><li>Social media empowers people to share their opinions. </li></ul><ul><li>Taking in positive feedback and resolving negative feedback becomes critical. </li></ul><ul><li>Resolving negative comments is critical, and doing it in a timely way can build great relationships from a misunderstanding. </li></ul><ul><li>Have a clear internal process on management of a digital crisis within the organization. Make the approval and clearance channels as minimal as possible to assure shortest response time. </li></ul><ul><li>Maintain a policy of transparency. Engage active commenting users to gain insight to the issue and credit them for the efforts . </li></ul><ul><li>Such successful examples include AsiaAir and SIA, who transformed negative publicity into loyal customers and a long-memory of good word. </li></ul><ul><li>Consistently gather statistics and observe conversations to understand ground sentiments. Digital strategies will be adjusted accordingly to meet ground demands. </li></ul>
don’t fear the Internet <ul><li>Just because you can’t control all information, it does not mean you can’t manage it. </li></ul><ul><li>Internet is full of opportunities, never before has people been so connected. </li></ul><ul><li>Web 2.0 allows us to use new tools to connect to more people. </li></ul><ul><li>Social Media is free and every company should manage their own brand. </li></ul><ul><li>Many Web 2.0 applications are interconnected and processes can be automated. </li></ul><ul><li>It does take time to build your brand, but the rewards are great. </li></ul>
The “ satisfaction effect ” Source: http://www.churchofthecustomer.com
Engagement is all about making it relevant to the consumer. “ ” James Speros, Chief marketing officer, Ernst & Young
People read particular magazines because of the life stages and events which currently involve them: from teenager to golfer, from having a baby to coping with retirement. “ ” Source: Henley Centre, Delivering Engagement 2004
The editorial/reader relationship is a one-to-one conversation, and in time it creates a bond of trust, of belief, expectation and empathy. It is through the quality of this relationship that an aperture or opening to the reader’s mind and heart is created, through which we advertisers can establish communication. “ ” Advertiser with Readers’ Digest
The ultimate goal <ul><li>Brand community! </li></ul><ul><li>Build a non-marketing community outreach to deliver a voice for your organization </li></ul><ul><li>Use the buzz power </li></ul><ul><li>Reach people where they regroup </li></ul><ul><li>Leverage on word of mouth </li></ul>
Case study… one www.aware.org.sg Aware is a non-profit organization for improving gender equality. In May 2009, after the first elections, the organizations was split into 2 camps. After apparent insensitivity shown by the new committee, members called for a vote of non-confidence and wanted a new election. EOGM was called and 2 Facebook Pages as well as many twitter accounts were setup. Social Media was used to help organize the support for a new team, and as a result, many things were exposed and the new committee was ousted. Furthermore, with the vast coverage on Social Media, news coverage followed and AWARE grown from 250+ members to over 3000 members.