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    8.19.09
What is social media?
Why does it matter?

                        The opportunity for brands
                        How do we succeed?
So,
what exactly is social media?




            It is a conversation among and between your
            customers, prospects, employees, fans, critics,
            and competition.
The new mantra

If you don’t create a community for us, we will create the
community ourselves.
                                    J. Potteiger, Millennial Blogger
Prediction


In the future, the successful brands will be those that learn to tap the
potential of social media by embracing it, finding new ways to do
business, realizing that content is their most important product and
increasing openness and transparency.
it looks like it’s happening in a lot of places...
but it’s happening in a really lot of places




                                 The
                           Proliferation of
                            Social Media
3
reasons social media
matters
1/3
it has become an incredibly
powerful influence.
91%
say consumer reviews are the
#1 aid to buying decisions




                      - JC Williams Group
X
trust a friend’s recommendation over a critic’s review


87%
                                             - Marketing Sherpa
1   word-of-mouth conversation
    has the impact of

              200       TV ads




                    >
2/3
it’s rapidly becoming mainstream.
325 million   o n faceb ook
Facebook has seen a 276% rise
in 40- and 50-year-olds in last six months
100 million
      o n My Space
40 million
   on Twitter
Ellen wants a million followers
100 million
daily views on YouTube
4,000
new Ning sites a day
50 million
         people blog
39%
subscribe to an RSS feed
Finally: they’re not just visiting




 According to the study, 66.8% of Internet users across the globe
 accessed “member communities” last year, compared to 65.1% for email.
3/3
it’s transferring the definition of brand from
the organization to the individuals and
communities
BRAND
Once upon a time
                   Packaging

                   Distribution

                      CRM

                   Advertising




                   CONSUMER
Until recently    BRAND



                 Packaging

                 Distribution

                    CRM

                 Advertising




                 CONSUMER
http://www.your name here.com
Today’s reality


                  BRAND
Today’s reality


                  BRAND
Consumers
are becoming the medium.
Consumers
are creating their own
communities.
Consumers are
celebrating their
interests.
Consumers are deciding whether
or not to join a brand.
Consumers
are becoming the filter.
Consumers are relying on
each other.
Consumers are seeking
new sources of
content.
Consumers are becoming the
distribution channel.



                             Sharing:
                             http://tinyurl.com/cdmshe
Consumers are hijacking the
conversation.
Consumers are even hijacking the
                          brand.
5 opportunities
listen
                         engage
it’s an opportunity to   inspire
                          build
                         mobilize
listen
you can learn a lot from conversations.




                                  what people think
                              what matters to them
                            how they feel about you.
engage
you have the chance to converse, share ideas, ask
questions, get feedback and build trust.
inspire
you can support what people believe in, get behind an
initiative, offer support for a cause or activity.
build
you can acquire a fan base, a following, people who might
pay attention, listen, feel good about what you’re doing.
mobilize
and finally, you might even get them to work on your
behalf, recommend your service, say something good
about you.
how does YOUR BRAND succeed?
1/5
Don’t start with the platform
Start with the relationship
2/5   know your customer...



                critic             joiner




         spectator

                                   collector
                         creator
3/5   engineer your presence

                                                              Channel
             social content                                  content is            blogosphere
                                                           promoted and
                                                             posted to
                                                               blogs.
                                                              Blogs are
                                                          driving traffic to
                                                            the content
                                                              channels.

search
                                  Profiles drive traffic    Profiles are
             Channel content is
                                       to the content     promoted to
             posted to profiles.
                                            channels.       the blogs.                  Original content and utility

             social networks                                         Blogs will drive
                                                                       traffic and
                                                                    members to the
                                                                        profiles.
                                                           Friends and fans
                                                               join your
                                                               network.
                                                                                           http://www. your name here.com

                                                                               Everything drives to the mother site.
3/5   engineer your presence
             social content                                                        blogosphere
                                                             Channel
                                                            content is
                                                          promoted and
                                                            posted to
                                                              blogs.




                                  Profiles drive traffic    Profiles are
search       Channel content is
                                       to the content
             posted to profiles.                           promoted to                   Original branded
                                            channels.       the blogs.
                                                                                        content and utility

                                                                     Blogs will drive
                                                                       traffic and
             social networks                                        members to the
                                                                        profiles.
                                                           Friends and fans
                                                               join your
                                                               network.
4/5
make friends with the
         right people
5/5
be generous, with relevant, informative
content and utility
Build a clubhouse
Invent a new program
Introduce your customers
to each other
Become your own broadcast medium
Make knowledge more accessible
Bring content to the community
Build a virtual laboratory
Connect your customers to new
sources of information.
Create a shared experience
Bring the best entertainment
to the party
Come right out and ask people to be
helpful
And always remember
                      1   thing
Social media is not a program or a
campaign or a platform or an execution.

                  It is a commitment.

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