Four Steps Toward Marketing in the Age of Social Media

MARKETING in the age of social media Tuesday, October 19, 2010

this is advertising Tuesday, October 19, 2010

this is social media Tuesday, October 19, 2010

Tuesday, October 19, 2010

see any difference? Tuesday, October 19, 2010

advertising is controlled by brands Tuesday, October 19, 2010

advertising is controlled by brands social media is controlled by consumers Tuesday, October 19, 2010

We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by a small group of professionals. Tuesday, October 19, 2010

the consumer wants to create 1 2 3 4 5 6 7 8 Tuesday, October 19, 2010

we have complex relationships with media 1 2 3 4 5 6 7 8 Tuesday, October 19, 2010

community is our new source of content 1 2 3 4 5 6 7 8 Tuesday, October 19, 2010

we want 7 to do business with an individual 1 2 3 4 5 6 7 8 Tuesday, October 19, 2010

we join forces to exert influence 1 2 3 4 5 6 7 8 Tuesday, October 19, 2010

there’s no such thing as perfect 1 2 3 4 5 6 7 8 Tuesday, October 19, 2010

we have a new definition of quality 1 2 3 4 5 6 7 8 Tuesday, October 19, 2010

attention is the new scarcity 1 2 3 4 5 6 7 8 Tuesday, October 19, 2010

so, what does this mean for you? Tuesday, October 19, 2010

one stop thinking like a marketer Tuesday, October 19, 2010

I tell my friends about your brand not because I like your brand but because I like my friends. Mike Arauz, Undercurrent Tuesday, October 19, 2010

prospects community messages experiences target invite media plan interest plan penetrate collaborate Tuesday, October 19, 2010

you have to give something rather than ask for something. Tuesday, October 19, 2010

two start by answering the right questions Tuesday, October 19, 2010

what do we stand for? who is our community? where do they hang out? what is our content? how will people share it? how can they get involved? what will keep it going? what do we want to get out of our efforts? Tuesday, October 19, 2010

three take the time to learn the basics Tuesday, October 19, 2010

listen engage inspire build mobilize Tuesday, October 19, 2010

engineer your presence social blogs search website content apps Tuesday, October 19, 2010

master conversation strategy december 2010 Tuesday, October 19, 2010

select the right tools listening tracking analytics management Tuesday, October 19, 2010

social media performance dashboard // Aug-‐2010 the social web Reach: Conversations surrounding the CENTURY 21 brand are happening in various online communities . The number of Authors mentioning C21 increased further through August, an increase of 16% from last month. 14, 047 Authors mentioned the brand 15,239 times in August. 88% of the mentions have been neutral in tone with 10% being positive and 2% being negative . About 40% of all mentions happen in Blogs. Among the other sources the major ones are Twitter and Social Network contributing 27% and 22% respectively. reach Authors mentioning Century 21 this month 14,047 discussions % of positive over negative this month 66% outcomes Overall site engagement 1% Quantity and quality Topics and sentiment Engagement indicators rate of discussions composition of purchase intent AUTHORS AND MENTIONS DISCUSSION SENTIMENT - THIS MONTH OVERALL SITE TRAFFIC BY SOURCE 20,000 Topics Sentiment Authors 1,200,000 Envirno Positive Negative Mentions Mortgag 15,239 Home ment 2% 1,000,000 15,000 e 10% 12,717 Improve For sale 2% 12,110 9% 800,000 10,527 10,739 11,103 14,047 ment 22% 9,493 8,360 10,000 11,112 1% 600,000 10,323 12,105 Personal 9,800 9,736 8,759 Finance 400,000 7,691 5,000 Real 9% 200,000 Estate Neutral 0 57% 88% 0 Jan Feb Mar Apr May Jun Jul Aug Jan Feb Mar Apr May Jun Jul Aug Direct Visits Organic Vists Social Visits Paid Traffic Visits SOURCES OF MENTIONS - THIS MONTH POSITIVE AND NEGATIVE THEMES - THIS MONTH SOCIAL REFERRAL VISIT TRENDS Positive Opinion Negative Opinion Social Network 10,000 Message 22% Twitter 9,000 Board/Forum 27% 8,000 2% 7,000 6,000 5,000 4,000 3,000 Video/Photo 2,000 Blog Mainstream Sharing 1,000 40% Media 8% 1% 0 Other Media Jan Feb Mar Apr May Jun Jul Aug 0% Facebook Visits Twitter Visits Blog Visits Press Release MAINSTREAM MEDIA CENTURY 21 POSITIVE VS NEGATIVE SENTIMENT LEAD - TOTAL YEAR TO DATE 100% ALL POSITIVE 2% 100,000,000 68% Mainstream Media Impressions 80% 62% 62% 66% 51% 47% 52% Bubble size = Visit Volume 80,000,000 Facebook Impressions 60% 42% Total Lead Rate 40% 60,000,000 60,067,106 20% 1% Paid Search Organic Search 40,000,000 0% Direct 26,874,427 -‐20% Jan Feb Mar Apr May Jun Jul Aug 20,000,000 15,314,106 Social Media -‐40% 620829 By what percentage does 0 -‐60% positive sentiment exceed -‐80% 0% Apr May June July August negative sentiment? -‐100% NO POSITIVE 0% 10% 20% 30% 40% 50% Pct of Total Visits Data sources: Radian6, Google Analytics know what you’re going to measure Tuesday, October 19, 2010

four be creative Tuesday, October 19, 2010

"We are now as much a media-content company as we are a design company." Christopher Bailey, CCO of Burberry. Tuesday, October 19, 2010

rather than buy the medium, own the medium Tuesday, October 19, 2010

create a direct line of communication to customers Tuesday, October 19, 2010

include fans in the creation of your business Tuesday, October 19, 2010

share everything you know Tuesday, October 19, 2010

make content one of your product offerings Tuesday, October 19, 2010

create a community that people want to join Tuesday, October 19, 2010

hijack a news story Tuesday, October 19, 2010

turn an analog event into a digital experience Tuesday, October 19, 2010

Brand bowl creating an experience Tuesday, October 19, 2010

leverage existing communities Tuesday, October 19, 2010

AJ Bombers Tuesday, October 19, 2010

invite everyone to experience your “brand.” Tuesday, October 19, 2010

influence behavior with game dynamics Tuesday, October 19, 2010

interactive participatory shareable ongoing Tuesday, October 19, 2010

what are we doing for Century 21? Tuesday, October 19, 2010

buyer/seller tab Tuesday, October 19, 2010

OCT 2008 FEB 2007 Tuesday, October 19, 2010

...for system members Tuesday, October 19, 2010

iPhone Tuesday, October 19, 2010

go forth and be social Tuesday, October 19, 2010

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Four Steps Toward Marketing in the Age of Social Media

by edward boches on Oct 19, 2010

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Four Steps Toward Marketing in the Age of Social Media — Presentation Transcript