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Four Steps Toward Marketing in the Age of Social Media
 

Four Steps Toward Marketing in the Age of Social Media

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A presentation made to Century 21's Leadership Conference. 1. Stop thinking like a marketer. 2. Start by answering the right questions. 3. Take time to learn the basics. 4. Be creative

A presentation made to Century 21's Leadership Conference. 1. Stop thinking like a marketer. 2. Start by answering the right questions. 3. Take time to learn the basics. 4. Be creative

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

  • 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
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • 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
  • 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
  • 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
  • Tuesday, October 19, 2010
  • create a direct line of communication to customers Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • include fans in the creation of your business Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • share everything you know Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • make content one of your product offerings Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • create a community that people want to join Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • hijack a news story Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • 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
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • invite everyone to experience your “brand.” Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • influence behavior with game dynamics Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • interactive participatory shareable ongoing Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • what are we doing for Century 21? Tuesday, October 19, 2010
  • Tuesday, October 19, 2010
  • buyer/seller tab Tuesday, October 19, 2010
  • OCT 2008 FEB 2007 Tuesday, October 19, 2010
  • OCT 2008 FEB 2007 Tuesday, October 19, 2010
  • 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