Catch Social Media Overview

Social Media Marketing April 2009 michael cohen [email_address]

what is social media?
New generation of Web-based technologies and communities-
Social Media creates CONTENT , CONVERSATION, COLLABORATION, USER CONTROL

Social Activity - 2009

content distribution and consumption tools
new tools enable users to consume content on own terms and save, share, recommend and distribute across the web
publishers syndicate content for increased distribution/exposure
smaller content providers get exposure, users control consumption

widgets/gadgets
Embeddable applications residing within websites, social networks, or computer desktops that provide non-static information, entertainment, and/or marketing.
Easily distributable . Virality vs. Utility.
Users control consumption .
Publishers increase distribution.

posting and tagging
Users assign keyword tags to content and distribute (articles, photos, videos, presentation, etc.) across the web to be found by users searching for information
Motivates self-publishing , content creation, distribution, and consumption of amateur (and professional) content. “Bottom-Up” Classification.
Promotes organization and community around specific ideas

ratings & reviews
Users read reviews before purchasing anything

communities Live feed & Groups:

ramifications of social media
What brands say becomes less important
What people say becomes more important
marketers give up control of the message

social media drives conversation
brands need to find and listen to current and prospective customers to learn what to do
and what to say to build relationships and sell more stuff
+ listen talk

creates word-of-mouth
Brands need to turn customers into fans with…
to spread their messages and engage users across the web
+ fans tools content

ties back to search
So that more people can find you, learn about you, and love you
so you can sell more stuff
+ find sell

five big plays in social media marketing
Listening as a Marketing Practice
2. Engaging with Content
- Creates opportunities for consumers to find, learn about, and love you
- Enables and encourages audience to share content and information with others
3. Engaging with Conversation and Community
- Lets consumers know that you are listening and that you care what they say
- Builds lasting relationships
Advocacy as a Marketing Channel
- Activates consumers to recommend your brand
5. Big Idea - Taps into cultural ideals as an extension of brand promise

the most important things Social Media takes the bullshit out of marketing. Consumers now own the message. Marketers need to differentiate , deliver on brand promise , and give consumers word of mouth forums and tools.

strategies and tactics Research/Strategy Media Product Development MARKETING Innovation CRM/ Support PR Creative Promotion Corporate Function Social Tactic Bookmarking Monitoring Wikis Widgets News Releases Tagging Boards/Forums Mashups Events Microblogging Photo & Video Crowdsourcing Social Networks Wikis Ratings/Reviews Podcasting HR/Admin Social Strategy Listening Content Conversation Advocacy Big Idea

listening

free social media monitoring tools
track conversation
by topic, brand, tags
sites, blogs, forums, communities
monitor, alerts, trends

paid social media monitoring services
Comprehensive Reports
Engagement Platform
Benchmarks & Analysis

Click on any word to see the posts for that word.
Marketing Trends – learn emerging issues to drive business strategy
Product and Communication – Track share of voice against your brand competitors. Measure perceptions of quality and service and prioritize product and communications issues.
Engagement - Scan for related posts, develop communications strategy, engage in conversation
Relationship Marketing – Identify key influencers and sites, determine their needs, and deliver marketing programs to build advocacy and brand ambassadors.
Marketing Impact - Track volume of buzz around keywords, creative, and media destinations. Measure against business metrics (like sales).
Crisis Management - Watch daily for words that could be potentially damaging to your brand. Plan outreach. Set tracking to measure the volume of conversations around that issue before and after outreach has taken place. Evaluate effect of outreach.

engaging with content and conversation

social media newsroom

marketers create and share content

corporate blogs

blogger outreach

user generated content
content is an extension of brand promise

community forums

Crowdsourcing- Starbucks

social networking

twitter

crisis management

Case Study Big Rock Beer

Big Rock Beer

Case Study Turbo Tax

Turbo Tax- Inner Circle

score and plot results to determine action items What would you say are the main reasons for the score you gave…(Detractor) Action items: Invested 45% more in technical support and service Numerous product quality initiatives Added free e-mail support ; new policy of not billing for calls if the cause is Intuit’s problem

direct marketing applications
Example #2:
Used comments harvested via Informative to support direct mail messaging
Solicited richer testimonials from Inner Circle members for “TurboTax True Stories”
Letting our customers do the selling for us

Case Study Cisco

welcome to the human network. Campaign leverages a big idea, traditional marketing, and user engagement TV Commercials cisco Click to Launch Video

the hub

the outcome Increase in volume of conversation Category Ownership Domination in Organic Search Rankings

the implication Cisco owns the The Human Network concept not only as an extension of its brand promise but as a metaphor for the way that technology is networking society. The Human Network “ Among the societal shifts that the human network has yielded are added transparency to organizations, the decentralization of power from traditional institutions, and the democratization of established social structures.”

measuring advocacy

Mini Cooper

food for thought
Who is your target audience?
What do they think about you?
What do you want them to think about you?
How can you better deliver on that promise?
How can you better communicate that promise?

thoughts?

social media has changed the sources that people trust
Source: eMarketer Bridge Ratings and University of Massachusetts 2007
78% of people trust the recommendations of other consumers
14% of people trust advertisements
Nielsen “Trust in Advertising” Report, October 2007

social media adoption is a force – not a fad Source: Universal McCann Comparative Study on Social Media Trends April 2008
Three in four US online adults now use social tools to connect with each other (compared with just 56% in 2007). On average, they spend one hour per week using these tools; however, 19% [and growing] are averaging 7 HOURS PER WEEK .
[source: Forrester Research, October 2008]

and not just for the kids And 31% of Baby Boomers share their own user generated content, including reviews, blog posts, comments, discussion forums, etc .

marketers are adopting social media strategies and tactics

Listening drives actionable intelligence to fuel product, content, marketing, and engagement strategy.
Directed Conversation and incorporated feedback builds relationships and community.
Distributed Content expands footprint and increases influence by providing the tools to Activate Community and build Advocacy within target audience.
Site-Side community features built into website complete the conversation and advocacy circle.
A Big Idea can emerge that connects a marketer’s brand promise to the cultural ideals of its constituency.
Planning & Engagement Advocacy Channel Partner & Ideation fundamental changes in the new marketing framework

old framework Web Site PR, Advertising,Search, White Papers, Email SEO, Email, UGC Reporting & Analysis PAID MARKETING ORGANIC MARKETING Market Intelligence Marketing Strategy Products/Services Content Strategy
Traditional planning drives product, content, and marketing strategy
Utilize paid and organic tactics to drive audience
-Evaluate Response Rates
In conjunction with Site-Side Performance
-Assess Goals and implement Incremental Optimization for Site, Creative, Marketing and Media
PLANNING PROCESS

new framework Identify Influencers Participation Opportunities Collaboration Tool: Products/Services Converse/Community Influencer/Advocacy Listening Post BIG IDEA Web Site PR, Advertising,Search, White Papers, Email SEO, Email, UGC, Social Media Reporting & Analysis PAID MARKETING ORGANIC MARKETING Voice of Customer Products/Services Content Strategy Market Intelligence Marketing Strategy Distributed Content Activated Community New Community Features PLANNING PROCESS
LP informs planning to help drive brand, content, & marketing intelligence and identifies fans, influencers, and opportunities to engage.
VOC engages a willing audience in conversation to further inform planning and to identify fans and influencers to build community and advocacy program.
Content is made accessible and/or distributed across Web to seekers and fans fueling interaction, influence, community and advocacy.
Site-side community features built-in to drive further engagement at home.
Data-driven reporting and analysis continues to inform decision making.

you! thank

Catch Social Media Overview

by catch interactive on Feb 23, 2010

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