Marketing & Social Media

April 2009 You+your corporation +your customers Best practices for online and social network marketing

Agenda 1. Marketing: Old vs. New | Then vs. Now Empowered Consumers Data Inter-action 2. You+Your Corporation+Your Customers “The Brand of You Being You” vs. “The Brand of You, The Employee” vs. “The Corporate Brand” 3. Resources

Marketing then

Marketing now

Empowered Consumers

http://www.youtube.com/watch?v=CvVp7b5gzqU

“...the number of blog readers has jumped to 57 million American adults, or 39% of the online pop- ulation,” according to a July 2006 Pew Internet Study. Technorati currently states it is tracking over 112.8 million blogs (April, 2007) and, “120,000 new blogs are created every day.” “YouTube reports serving over 100 million videos per day,” according to TechCrunch, July 2006.

Listening = Customer Service = Marketing Listening is a positive, useful reaction to Consumer Empowerment. “Beyond being able to pay our bills and make our financial goals, we're not actually that focused on getting customers to shop and purchase from us whenever possible. Instead, we’re interested in forming lifelong, meaningful relationships with our customers, so the more engaged our customers are, the more likely that will happen.” —Tony Hsieh, CEO, Zappos

Data

Nielsen @Plan example

Nielsen @Plan example Let’s compare people who’ve been in our store

Nielsen @Plan example vs. People who say they talk to their friends a lot about the products we sell

Nielsen @Plan example How do these two audiences compare to the average, U.S. adult using the Internet?

Data tells us the people we’re trying to reach seem to like video games a lot more than the average U.S. adult on the Internet.

Data tells us the people we’re trying to reach create and publish their own content. Hmm...

Data helps us in the digital age.

Data helps us create in the digital age.

Data helps us know who cares in the digital age.

Data helps us know why they care in the digital age.

Data helps us know when they care (more, or less) in the digital age.

Data helps us know where and what they’re doing when they care in the digital age.

Data helps us test what makes a person take action in the digital age.

Data helps us tell more relevant, timely stories in the digital age.

Inter-action

You

You Them

Us

Inter-action is... An expectation Reciprocity Courtesy Conversation Response Measurement Research Understanding Dynamic Involving (Above all) Human

Inter-action takes form as... Sharing Crowd sourcing Blogging Micro blogging Commenting Embedding Linking Tagging Rating (Above all) Participation

*David Armano via AdAge.com

“Ordinary people having micro influence in this macro medium we call the Internet. [But you need to appreciate] the potential risks and downside of this activity as it can relate to your full time profession—especially if you are not self-employed.” —David Armano

http://www.youtube.com/watch?v=9j4yzfC6ijY

“If you are going to have your company play on the social web, then you have to be ready to play a full contact sport which includes unpredictable scenarios. [The social web is] powered by people and people are messy. People also tend to be more loyal to other people than they are to faceless organizations.” —David Armano

The Brand of You, Being You The Brand of You, Topic/Issue -> The Employee The Corporate Brand For any opportunity in the social space, you need to consider which persona is effected, which is best for engaging (or not) and what might result by participating.

The Brand of You, Being You The Brand of You, <- Audience(s) Topic/Issue -> The Employee The Corporate Brand Then you need to consider how various audiences may react to your participation, and not just immediately but well into the future.

The Brand of You, Being You The Brand of You, <- Audience(s) Topic/Issue -> The Employee The Corporate Brand And if the opportunity has more of a corporate focus, then perhaps the organization needs to create dialogue internally around how employees ought to participate.

“By Wednesday afternoon, the video had been viewed more than a million times on YouTube. References to it were in five of the 12 results on the first page of Google search for “Dominos,” and discussions about Domino’s had spread throughout Twitter.”

The Brand of You, Being You The Brand of You, <- Audience(s) Topic/Issue -> The Employee The Corporate Brand How would your personas have responded?

*What’s your personality? What are you trying to communicate? What’s your bandwidth for listening and participating? What’s your appetite for the unknown? Considering these questions will help you decide which tools and venues are most appropriate.

Conversations About The Future Of Advertising catfoa.blogspot.com Minnesota Interactive Marketing Association http://mima.org/mimaevts

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Marketing & Social Media

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