Social Media Workshop

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 What you gonna see in the next slides: • Whats in the web right now. • What is Social Media? • Why should I use it? • Best Practices (Focus: Tourism) • How to start with? Some Ideas. Next Steps.

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Starbucks Free Pastry Day: A Social Media Triple Shot. At the moment, Starbucks is the top topic on Twitter, with Twist indicating that nearly 1 percent of total tweets mention the brand. 30.000 Mentions http://mashable.com/2009/07/21/starbucks-free-pastry-day/

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 New Study Finds Correlation Between Social Media and Financial Success. „... Those brands that were the most engaged saw their revenue grow over the past year by 18% while the least engaged brands saw losses of negative 6%. ...“ http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 „3 out of 4 Americans use Social Media Technology. 3 out of 5 Canadians are on Facebook.“ Forrester, The Growth Of Social Technology Adoption, 2008

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 „Visiting social sites is now the 4th popular online activity – a head of personal email.“ Nielsen, Global Faces & Networked Places, 2009

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 „If you are everywhere – everyone will find you and prob. vote for you.“ „Traditional top-down Rahaf Harfoush, Social Influence Agent for Obama „We don‘t sell branding will become – we influence.“ increasingly impotent as Tony Hsieh Social Media grows.“ $716 million will be spent on - Shiv Singh, Razorfish SM this year, growing to $3.1 billion in 2014. Forrester Research I am way more focused on creating the "wow" experience, not sales. Tony Hsieh, CEO from zappos.com

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 „If you're in advertising, you'd better learn to speak digital, because that's the way the world is going.“ Shar VanBoskirk, Forrester Research

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 „93% of Social Media Users believe a company should have a presence in Social Media.“ „85% of social media users believe that Cone, Business in Social Media Study, a company should go further than just September 2008 having a presence on social sites and should also interact with its customers.“

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Great content gives social media life. Marketing "Bla Bla" is not Great content. „If you talked to people the way advertising talked to people, they'd punch you in the face.“ Dsilverman on Twitter

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 „Don't plan or brief "viral" videos/content, plan or brief for „Your brand is the engagement.“ sum of it s interactions.“ - Shiv Singh, Razorfish Engage

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Just to mention a few reasons … • The „local“ market will change (more competition) • The profile of the „Whistler Visitor“ will change • At least 50% of your competitors will use SM to boost (agressively) their businesss online • People do not trust marketing campaigns (brands) any more. People trust people. • Travellers start their „trip“ online (with Google). • Learn more about your customers – in real time. • socialize your own (company) culture • Its bout Customer Segmentation • Be an entrepreneur/market leader • It‘s cheap – do more with a 1 Marketing Dollar.

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Tourism Queensland/Australia RESULTS Figures at the end of the Wild Card voting: • 36,648 applicants from 201* countries created 610 hours of video content which promotes our product. • Over 450,000 votes for the Wild Card applicant. • In 56 days islandreefjob.com had 6,849,504 visits, 47,548,514 page views with an average of 8.62 minutes spent on the site. • A Google search for "best job in the world island" achieves about 52,500,000 listings, 231,355 blogs and 43,60 news stories. • Media coverage has been estimated at over $US100** million from a campaign budget of $US1.2 million. *Web-coded countries (only 195 countries are recognised by the UN). **Value of media coverage estimated by Tourism Queensland, at 19/3/09.

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Blendtec – “Will it Blend?“ RESULTS • 700% increase in retail sales • At least 10 television appearances (NBC, CBS, Fox, WGN, History Channel, Discovery Channel, etc) • Print and Electronic Media Articles (Wall Street Journal, Salon.com, Scientific American, Businessweek, etc) • Global Media Interviews • .. but the campaign represents “a breakthrough in demographics“ for BlendTech’s brand awareness and image creation. http://www.socialens.com/wp-content/uploads/2009/04/20090127_case_blendtec1.pdf http://www.youtube.com/watch?v=qg1ckCkm8YI

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Naked Pizza, New Orleans RESULTS An exclusive-to-Twitter promotion brought in 15% of the day's business. „In the next 90 days, he said, he's aiming to sign up 5,000 followers that have city of New Orleans as their location. As he puts it: "That's 5,000 people I don't have to mail a postcard to. Twitter – t‘s a low barrier entry.“

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 DELL – “World Environment Day.“ (Contest) Dell encouraged followers to upload photos of what they are doing for the environment using tools like Twitpic (Twitpic) or Flickr (Flickr). The winner received $1,000 in their name to the NGO of their choice. Dell also utilized its partnership with Mother Nature Network and ReGeneration.org with blog posts and banner ads to get the word out about the contest.

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Zappos RESULTS Tony Hsieh (CEO at Zappos) has more than 1,019,200 followers AND listeners. Hsieh tweets 2 times a day. His Tweets are often in Twitters Top Trends • 79% of the Tweets were humorous and about interaction with the brand, either soliciting feedback, sharing insider info. • .... • 0% of the Tweets were about products • 0% of the Tweets were about sales Three-Year Growth: 948% in Sales http://www.voncoelln.com/eric/2009/05/26/zappos-between-the-tweets-breaking-down-how-zappos-uses-twitter/ http://www.fastcompany.com/blog/alissa-walker/member-blog/tony-hsiehs-zapposcom http://www.youtube.com/v/tFyW5s_7ZWc

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Jet Blue & United Airlines RESULTS Almost 1,000.000 Twitter Followers. Offer Special Flights „Twares“ that are lit bit cheaper. Only for Followers. Made a contest with Goftcards for followers who mentioned the name in their tweets. http://www.voncoelln.com/eric/2009/05/26/zappos-between-the-tweets-breaking-down-how-zappos-uses-twitter/ http://www.fastcompany.com/blog/alissa-walker/member-blog/tony-hsiehs-zapposcom http://www.youtube.com/v/tFyW5s_7ZWc

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Pringles While Pringles has created an inviting laid back tone, and managed to engage fan via reviews, discussions, and original interactive games, the most notable aspect of the page is definitely their use of video. They have more than 2,750.000 Fans

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 In Fact, it is soooooo much more: 1. Public Relations 2. Customer Service 3. Loyalty and Affinity Building 4. Collaboration 5. Networking 6. Thought Leadership or lateral thinking* 7. ... and; Customer Acquisition

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Engage – could be a … • Campaign • Web Site (not branded) • Pass-Along Widget • Blogger Outreach Program (find „Influencers“) • Presence on a Social Platform • Sth. NEW? Be creative!

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Ziptrek Web Site • Integrate Call-to-Actions on the web site. • Make it more personal • Inspire • Engage with a e.g. film/photo contest • Collect „User generated Content“ and use it later for a Social Media Campaign (Gather your Community and then show your community) Book Now! Book Now! B yBill Franklin send us the Video of the week. Watch the Video

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Ziptrek Web Site – Booking Process • Start a new process and keep the User engaged as long as possible. • Offer additional – useful Information. Thank you for booking with Ziptrek. You will shortly recieve an eMail with details to your trip and add. :-) What to do next? No one knows Sign-Up for out Whistler and the area Facebook Page or better than our Zippie or Twitter Account, to Guides. Check out a keep up with the latest collection of local tips. news... Go! Go! Go! Go!

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Storytelling via YouTube (e.g.: „The Life in the Canopy“) • Tell a story • Engage Employees, Future Employees • Build an Image/Culture around your brand: Ziptrek not only offers Tours – Ziptrek creates Experiences

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Online Contests via Facebook (Indiana Jones, Speed Radar) • User engagement • Create FUN Environment • Create „Talk/Buzz“ in the Web Community Ziptrek Costume Contest

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Online Contests via Flickr (Bear Soul Contest, Longest Photowall) • User engagement • Envolve Customers • Gather Content/Pictures Photo Contest • Create WebTalk/Buzz You spoted a bear on your tour and made a picture? Share your photo and win a free tour for one of your friends. Participate now! >>

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 Incentives through Twitter Congrats to @Pauli! Was the first one who tweeted bout Ziptrek Specials this morning. He‘ll recieve a Giftcard $100 Have 2 spots left on our 15.10 Tour. 1 for FREE. 1st at the GS Desk will get it! Hurry UP!!! Only for couples – Man/Woman

Workshop // Social Influence Marketing // Marc-Oliver Gern© 2009 ... And there are so many more Ideas and Strategies to start with. • Education – Natural Step (be a leader in Eco Tourism) • Partnerships • Recruitment • Connecting different locations and employees •…

Social Media Workshop

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