* In 2010 social media ranked in top 3 marketing tactics, just behind email and edging ahead of SEO. * Spending is rising - social media ranked third among planned focus for online marketing budgets in 2011, after search and their own website. * eMarketer predicts 80% of U.S. Companies will use social media marketing in 2011 (it was just 58% in „09) *Source: Interactive Marketing Tactics Used by Marketers March 2010, eMarketerFocus of Online Marketing Budgets in 2011 % Senior level marketers worldwide, eMarketer
1. Of changing outdated marketing traditions2. Legal & liability3. Challenging executive brand perception4. Playing it safe and straying from “brand guidelines”5. Of losing control6. Of offending people‟s sensibilities *
** Marketers need updated skill sets to compete in today‟s digital environment.* It‟s our job to understand why our customers use it, not whether or not we would personally.* Make it an initiative to test new tactics in your marketing mix solely for learning purposes.
** Legal and regulations are outdated.* Proactively work with legal to help define application to the social web.* Define employee social media policy.* Develop moderation guideline.
** Customers define brands.* Logos and taglines hold little meaning.* Many brands continue to push messages.* Be a message receiver instead.* Report findings & stats up to executives and let it guide marketing.
** Break through the noise.* Accept the possibility of failure as a learning experience.* Embrace pop culture.* Humanize the brand.
** People are already talking about brands whether or not the brand chooses to participate.* The concept of control is a myth.* If you only talk about your brand, people won‟t talk about your brand.
** If you try to be everything to everyone, you end up being nothing to nobody.* Stop being boring at the expense of your entire audience to not offend one person.
What makes it social?Audience Goal • Two-Way Communication • User Generated Content (UGC) • Engagement Big Idea • Social Platform Integration • Social Platform Was it Optimization (SPO) Tactics • Sharing successful? *
Social media campaigns are best supported by anintegrated communications plan: * PR * Email * Website * Mobile * All relevant social channels * In venue *
Leading Metrics Used by Companies 1. Engagement 2. Awareness 3. Site traffic metrics 4. Customer advocacy 5. Click through rate 6. Leads 7. Conversion rate *Leading Metrics Used By Companies Worldwide To Measure Success Of Social Media Marketing March 2011, eMarketer