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Social Media Overview for Cam Creative


An overview of social media for the Cam Creative meeting on 26 November, 2009.

An overview of social media for the Cam Creative meeting on 26 November, 2009.

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  • Ads interrupt our everyday life, jumping up and down shouting, “here I am, see me, buy me!”
  • As a society, we are getting better and better at ignoring advertisements.
  • Community building – Engagement, being part of the conversation around particular topics and industry communities builds a good network of potential referrals and gets notice. Being an active brand in the marketplace = good brand image. Customers want to deal with businesses they feel a connection with.
  • Creating authority - by helping people, giving away info/expertise, answering questions, providing insight, etc in the social network arena a company establishes its credibility, its value, its quality.  Customers look for the credible, quality brand.
  • SEO - When ranking, Google weighs offsite SEO (external links) 75% to 25% for onsite SEO (keywords).  One of the best ways to build quality links is through blogging and social networking engagement.
  • What are customers or potential customers saying about your brand, or your competitors, or your industry?
  • When Domino’s employees posted disgusting videos on YouTube, the ensuing negative storm caught Domino’s Corporate unaware and unprepared.
  • Find out where your customers or people who share similar interests, values, etc are online and be there yourself.
  • Set objectives for your social media effort. Create the framework. What are you looking to achieve? Is it right for you? Who will be responsible? Timeframes? Milestones? Tools? How will you gauge success?
  • Plug the programme into the organisation. Staffing - internal or new? Working across departments. Tools, configuration, workflows. Train staff – marketing, customer services, HR, product development. Create guidelines, policies, procedures
  • Day to day execution of the programme. Content production and publishing. DistributionCommunity engagement. Customer support. Business intelligence. Market research. Monitoring.
  • Campaign success/failure. Impact (financial and non-financial). Departmental metrics. Individual performances within the programme. In other words, macro and micro.
  • Some people are worried that they will put a foot wrong when participating in social networks on behalf of the company. They are also worried about what they will encounter out there. The thing to remember is that the conversation about your brand, company or industry is happening whether you are a part of it or not. It’s best to be engaged and open; to deal with things as they arise in the conversation.
  • And in order to be aware of what is being said, companies should monitor the space using one of the many social media monitoring tools available.
  • Here, Ryvita wasn’t listening, but a small, startup competitor was.


  • 1. What’s happening now
  • 2. The old marketing is noisy
  • 3. It does a lot of shouting at people
  • 4. La lalala. I can’t hear you...
  • 5. Re-thinking Marketing
    Old Marketing
    Print Ads
    Direct Mail
    Trade Shows
    TV/Radio Ads
    New Marketing
    SEO / SEM
    Social Media
    Viral Videos
    WOM / Recommend
  • 6. The New Marketing is about being found where your customers are looking, when they are ready to buy.
  • 7. Be found when and where your customers are looking
    This means on the Internet and the lips of friends
    The new marketing is about being found by customers when they are looking to buy what you are selling.
  • 8. A recommendation from a friend would make 71% of people more comfortable with a product or service – more so than advertising (15%) or even personal experience (63%)
  • 9. What is social media
  • 10. It’s about people having conversations, connecting and engaging online.
  • 11. Remember when connecting personally with customers was standard...
  • 12. “(When it comes to social media) companies focus on the tools and technologies, yet fail to understand the behaviours of their own customers online. As a result, they miss the mark.”
    Jeremiah Owyang
    Forrester Research
  • 13. Don’t focus
    On the tools
  • 14. The power of social media lies in people using these tools – the creation of self-organised communities of like-minded people– making it a good way for businesses to inform, understand and connect with the people who buy their products and services.
  • 15. Why does Social Media matter?
  • 16. By 2010 Generation Y will
    outnumber Baby Boomers
  • 17. 96% of them have
    joined a Social Network
  • 18. 2/3
    Of the global Internet population visit social networks
  • 19. Social Media has overtaken porn as the no. 1 activity on the Web
  • 20. China
    United States
    If facebook were a country it would be the worlds 4th largest
  • 21. 80% of Twitter usage is on mobile devices
    People update anytime, anywhere – imagine what that means for bad customer experience!
  • 22. Can Social Media help my business?
  • 23. Relationships
  • 24. Authority
  • 25. Links for search engines
  • 26. Customer insights
  • 27. The odd case study
  • 28. Gary Vaynerchuk grew his family wine shop from $4 million to $50 million using social media.
  • 29. $15k Direct Mail = 200 new customers
    $7.5k Billboards = 300 new customers
    $0 Twitter = 1,800 new customers
    $0 Twitter = 1,800 new customers
  • 30. sold $3,000,000 worth of computers on
  • 31. Naked Pizza set a single day sales record using Twitter.
    • 69% of sales - record day
    • 32. 15% of sales avg
    • 33. 85% of new customers
    • 34. New “Twitter” sign
    • 35. POS tracking/kiosk signup
  • Domino’s were slow to react – but pulled it out in the end.
  • 36. What should I do?
  • 37. Find your audience
  • 38. Develop a strategy
  • 39. Implement / Integrate
  • 40. Management
  • 41. Measure
  • 42. But what if I make a mistake?
  • 43. Monitor
  • 44. “Your brand is no stronger than your reputation – and will increasingly depend on what comes up when you are Googled?.”
    Alan Jenkins
    Global Communication Consultant
  • 45.
  • 46. So, to sum up:
  • Oh, I get it now...
  • 53. Thank you!
    Eric Swain
  • 54. Notes and image credits:
    Big megaphone: http://www.flickr.com/photos/enigmatic/3861438084/
    Woman shouting: http://www.flickr.com/photos/tranchis/3708549622/
    I Can’t Hear You: http://www.flickr.com/photos/kydd/3776119485/
    Squirrel and shell: http://www.flickr.com/photos/44603071@N00/2664031467/
    Binoculars: http://www.flickr.com/photos/gerlos/3119891607/
    MediaLab survey: MediaLab 2009, via Gemma Went, www.redcubemarketing.com
    Coffee house conversation: http://www.flickr.com/photos/ktylerconk/2163760529/
    Hot Soup and Conversation: http://www.flickr.com/photos/mymollypop/2645590591/
    Jeremiah Owyang picture: http://www.flickr.com/photos/fdevillamil/3549935134/
    Crowd Kiss: http://www.flickr.com/photos/acousticskyy/3651475141/
    Internet Cafe: http://www.flickr.com/photos/38692385@N03/3627938925/
    Iphone: http://www.flickr.com/photos/misbehave/538367610/
    Social Media Stats: econsultancy, Paul Isakson and Socialnomics:
    Build relationships: http://www.flickr.com/photos/slava/992547455/
    Talk to the Experts: http://www.flickr.com/photos/maile/1745480/
    Chain Link: http://www.flickr.com/photos/mattimattila/4001221570/
    Listening Statue: http://www.flickr.com/photos/c0t0s0d0/2365909612/
    Gary Vaynerchuk at Affiliate Summit West 2009: http://www.flickr.com/photos/affsum/3231433003/
    Stairway to Heaven: http://www.flickr.com/photos/extranoise/169187125/
    Large crowd: http://www.flickr.com/photos/michale/201079617/
    Chess pieces: http://www.flickr.com/photos/felipeskroski/873506582/
    Light bulbs: http://www.flickr.com/photos/sookie/101363593/
    Leadership Arrow: http://www.lumaxart.com
    Tape Measure: http://www.flickr.com/photos/aussiegall/286709039/
    The Mullet Strategy: http://www.flickr.com/photos/heyjohngreen/2570368211/
    Monitor man: http://www.flickr.com/photos/23912576@N05/2962194797/
    Squirrel with sign: http://www.flickr.com/photos/44603071@N00/2620293564/in/set-72157594565919039
    Special thanks to Gemma Went, Eric Qualman, Paul Isakson, and Olivier Blanchard whose work I stoleresearched for a number of the concepts in this presentation.