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Social media primer 0510.v2

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  • Before media became digitized, we saw:
    A small number of media with massive reach
    As consumers, we were easy to get a hold of – we read the same papers, listened to the same radio programs, and watched the same television shows as everyone we knew. Marketers had it easy…but it was rare for you to see an ad that was relevant to you.
    [build]
    And now what we see,
    are tons of media choices, allowing marketers to reach
    massive amounts of people,
    across a massive amount, of
    extremely targeted media experiences.
    Users are moving down the long tail of media and this presents big challenges as well as big opportunities for marketers.
    Two key marketing challenges now exist:
    #1. We need to be where the users are and we need to be relevant to those users
    #2. We need to re-think the message and re-think the media distribution: 
  • Before media became digitized, we saw:
    A small number of media with massive reach
    As consumers, we were easy to get a hold of – we read the same papers, listened to the same radio programs, and watched the same television shows as everyone we knew. Marketers had it easy…but it was rare for you to see an ad that was relevant to you.
    [build]
    And now what we see,
    are tons of media choices, allowing marketers to reach
    massive amounts of people,
    across a massive amount, of
    extremely targeted media experiences.
    Users are moving down the long tail of media and this presents big challenges as well as big opportunities for marketers.
    Two key marketing challenges now exist:
    #1. We need to be where the users are and we need to be relevant to those users
    #2. We need to re-think the message and re-think the media distribution: 
  • What is Web 2.0? It is a living term describing changing trends in the ways software developers and end-users use the Web that have helped shape this new creativity, information sharing, collaboration and functionality of the web. Web 2.0 concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites, video sharing sites, wikis, blogs, and folksonomies. An important distinction is that Web 2.0 has huge implications for what we call the Long Tail i.e. niche communities. Pareto’s Principle states that 20% of the population control 80% of the wealth. These include big brands like Coke and Mcdonald’s. What’s more important is the immense opportunity for the remaining 80% of the web population, who NOW can leverage 2.0 to help move the needle to their own advantage.
  • Twitter now the 52nd biggest site in the world, bigger than ESPN, just shy of the BBC and Craigslist







  • The consumers today are Multitaskers. They are Intelligent. They are Individuals. They are part of the Community, the Participants. They are the Audience. They are the Customer. They are the Influencer. They are the User.

    The web has given birth to a new generation. It is the generation C.
    CONTENT by the Creative Class using the web as a CHANNEL to Communicate…

    …Turning Conversation into Community. Today media is controlled, by co-creators….

    Turning their creativity into CASH.

    THIS IS THE POWER OF BEING CONNECTED. THIS IS CONSUMER 2.0
  • The Cluetrain Manifesto recently celebrated its 10th Anniversary. Defined (source Wikipedia), Cluetrain “ is a set of 95 theses organized and put forward as a manifesto[…]for all businesses operating within what is suggested to be a newly-connected marketplace. The authors assert that the Internet is unlike the ordinary media used in mass marketing as it enables people to have "human to human" conversations, which have the potential to transform traditional business practices radically. The ideas put forward within the manifesto aim to examine the impact of the internet on both markets (consumers) and organizations. In addition, … the manifesto suggests that changes will be required from organizations as they respond to the new marketplace environment.”
  • The Cluetrain Manifesto recently celebrated its 10th Anniversary. Defined (source Wikipedia), Cluetrain “ is a set of 95 theses organized and put forward as a manifesto[…]for all businesses operating within what is suggested to be a newly-connected marketplace. The authors assert that the Internet is unlike the ordinary media used in mass marketing as it enables people to have "human to human" conversations, which have the potential to transform traditional business practices radically. The ideas put forward within the manifesto aim to examine the impact of the internet on both markets (consumers) and organizations. In addition, … the manifesto suggests that changes will be required from organizations as they respond to the new marketplace environment.”
  • The Cluetrain Manifesto recently celebrated its 10th Anniversary. Defined (source Wikipedia), Cluetrain “ is a set of 95 theses organized and put forward as a manifesto[…]for all businesses operating within what is suggested to be a newly-connected marketplace. The authors assert that the Internet is unlike the ordinary media used in mass marketing as it enables people to have "human to human" conversations, which have the potential to transform traditional business practices radically. The ideas put forward within the manifesto aim to examine the impact of the internet on both markets (consumers) and organizations. In addition, … the manifesto suggests that changes will be required from organizations as they respond to the new marketplace environment.”
  • Go where the conversations are already happening. Or create environments that foster interaction, communication and feedback. Foster an envirnonment where you have the ability to actually motivate people to act. Collaboration and sharing is quick given the available . The visible discussions that can result include customers, both positive and negative, about any particular brand
  • Mass marketing is controlled institution-led communication that is distributed to a broad
    audience but has less effectiveness in driving conversion.

    Social marketing is about about reaching
    out and connecting and hanging out with
    like-minded individuals and creating
    relationships. Use influence to drive revenue.



  • Based on word frequency, consumer discussion
    with respect to Haiti is aligned with words like
    “help, donate, people, World, disaster, RedCross, reports, organizations, relief”



  • Remember the glory days of music buying, when you taped a penny onto a postcard and marked the 10 albums you wanted Columbia House to send you? And after that, they’d send you another junky album, complete with a bill if you didn’t ship it back in time?

    Performance
    Compared to other channels: Affiliate and PPC, social media drove highest ROI at 7%
    24-hr Free shipping offers yielded 731% increase over average daily orders.
    Total revenue from 24 Free shipping offers equivalent to 33% of revenue generated for an average month.

    Just another vote FOR CH Canada. I've had no problem with numerous orders from them, along with great prices, occasional free shipping, and bonus DVDs.
    while i haven’t ordered from chcanada in quite some time, i still frequent the thread and certainly appreciate the comments and inititiave shown by the chcanada staff. when is the last time you saw an amazon or futureshop/BB rep come in and ask us what we like? NEVER!!

    I’m amazed at how much they try to make everyone happy & take in their input. They’re doing a great job at trying to get everything right.












  • When I first started bloging, this is what the blogging world looked like to me






































































  • Transcript

    • 1. Driving Awareness and Engagement through Social Media OUTLINE  The Current Landscape  The evolution from one-way to two-way communication  Stats and Facts  How do we track the impact of discussion?  Haiti… Social Media Exemplified  Case Study  CH Canada aka Columbia House  10 Keys to Social Media Success  The Approach  How do we want Clients to get involved in Social Media?  What is our approach to Clients who ask about Social Media?
    • 2. Traditional Engagement Model The institutions traditionally defined and controlled the Brand. But traditional marketers are realizing that product sales were not necessarily the result of messaging from the marketers to the consumer….
    • 3. New Paradigms Traditional SOCIAL NETWORKING Conversations Digital Conversations Visit My Facebook Profile Search for Reviews I Wrote Read My Tweets Read My Blog Participate in a Community Conversation Ask Me Directly The game is changing…social computing has made it easier to amplify conversation and influence…..
    • 4. Access Proliferation has put Consumers in Control of How, When and What Kind of Media they Consume • Video games • Radio • Satellite Radio • Email • DVD • TiVo (Starhub PVR) • XBox LIVE • Ring Tones • Video On-Demand • Websites • TV • Newspapers • IM • Blogs • Podcasting • Search • Magazines • Cell Phone
    • 5. The Digital Evolution Old Media Reach Mass Media Niche Media Source: Darwin Day Conference, Google
    • 6. The Digital Evolution New Media Reach Mass Media Niche Media Source: Darwin Day Conference, Google
    • 7. In the Beginning…. The Web 2.0 Evolution
    • 8. The Growth of Social Media is Astounding o Nearly 2/3 of Active Internet Users have joined a social networking site o Youtube is now the 2nd largest search engine in the world. .In the span of 4 minutes, 100 hours of There are now an video will be uploaded to Youtube. estimate 625 million active o 64.1% of Active Internet Users spend time internet users, managing their profiles one in thirteen of o There are over 200,000 blogs all humans and o Blogging has reached near saturation point with one in three 71% actively reading blogs internet users. o The emergency of Twitter at 44.5 MM users worldwide has made sharing and collaboration more efficient o Social Media is going Mobile. 17% of Active Internet Users access the Web on the move Universal McCann Wave 4 Study, March 2009
    • 9. Canadians Are Using Social Media 84% of Canadians are active on Social Networks spending an average of 6 hours per month Facebook: 1 in 6 Canadians are on 16mm, or 64%, of Canadians now visit blogs Facebook Blogs “grew” 7% in 2007, against an index of 4% for Internet growth. 89% of Canadians each watched 114.5 Toronto represents the 7th largest Twitter Population videos totalling 385mins …in comparison to just 77% of U.S. residents who watched 72 videos each YouTube was the destination of choice for 57% of Canadians who watched 68 videos totaling 180 mins per month. Sources: 1) IBM 2008 Digital Consumer Study 2) Universal McCann Wave 3 a study in 2008 across 17,000 respondents from 29 countries
    • 10. Social Media Penetrates all Facets of Life Over 50% of the world’s population is Some universities have under 30 years old stopped distributing email accounts….instead they Kindle e-Books outsold are distributing eReaders, paper books at iPads and Tablets Christmastime Social media has overtaken 24 out of 25 of the largest newspapers are experiencing record declines in pornography as the #1 web circulation activity 96% of Millenials have joined 1 out of 8 married couples social networks met via social media 80% of companies use social media for recruitment… of iPhone application these 90% use LinkedIn downloads hit 1 billion in 9 months Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh
    • 11. Facebook Facts The fastest growing Facebook tops Google for weekly segment on traffic in the US Facebook is 55-65 year old females If Facebook were a country it would be third largest behind China and India 60 million status 50% of the mobile updates happen on internet traffic in the Facebook daily UK is for Facebook Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh
    • 12. How long does it take to reach 50 million users? TV: 13 years Radio: 38 years Internet: 4 years iPod: 3 years Facebook added 200 million users in less than a year Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh
    • 13. Social Media is Impacting Corporate Messaging 34% of bloggers post opinion about products and brands 78% of consumers trust peer recommendations Only 14% trust advertisements 90% of people skip ads via TIVO or DVR Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh
    • 14. News Travels Fast… Search and Social are interconnected Increasingly, product quality and what a brand stands for is determined by Google
    • 15. A Personal Story My defining moment in social media occurred in January 2006th
    • 16. Social Media is changing our world…meet Generation C. The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
    • 17. Cluetrain Manifesto A radical change has occurred in the World of advertising and marketing Consumers are listening less and less…Interruptive Marketing has seen its day. The Audience is Creating…The Audience is Selecting…. The Audience is Changing…and as a result the audience is telling brands……
    • 18. Cluetrain Manifesto A radical change has occurred in the World of advertising and marketing Consumers are listening less and less…Interruptive Marketing has seen its day. The Audience is Creating…The Audience is Selecting…. The Audience is Changing…and as a result the audience is telling brands…… “You want us to pay? We want you to pay attention. ”
    • 19. Cluetrain Manifesto A radical change has occurred in the World of advertising and marketing Consumers are listening less and less…Interruptive Marketing has seen its day. The Audience is Creating…The Audience is Selecting…. The Audience is Changing…and as a result the audience is telling brands…… “You want us to pay? We want you to pay attention. ” “ The Internet has become a place where people could talk to other people without constraint. Without filters or censorship or official sanction — and perhaps most significantly, without advertising ”
    • 20. Cluetrain Manifesto A radical change has occurred in the World of advertising and marketing Consumers are listening less and less…Interruptive Marketing has seen its day. The Audience is Creating…The Audience is Selecting…. The Audience is Changing…and as a result the audience is telling brands…… “You want us to pay? We want you to pay attention. ” “ The Internet has become a place where people could talk to other people without constraint. Without filters or censorship or official sanction — and perhaps most significantly, without advertising ” “Don't talk to us as if you've forgotten how to speak. Don't make us feel small. Remind us to be larger. Get a little of that human touch. ”
    • 21. Social Media Engagement Model A distinct opportunity in the Canadian marketplace is created for companies who can act as brand stewards … … and influence consumer perceptions, attitudes and behaviours to create brand advocates
    • 22. Leverage the Power of the Social Influencer Mass Marketing Social Marketing
    • 23. Social Media is Measurable Reach Engagement & Influence o Website visits / views o Sentiment of reviews/comments o volume of reviews/comments o Brand affinity o Incoming links o Commenter authority/influence o Time spent Action & Insight o Favourites / Friends / Fans o Sales inquiries o Viral forwards o New business o Number of downloads o Customer Satisfaction / loyalty o Marketing efficiency Source: The Digital Influence Group, Measuring the Influence of Social Media
    • 24. Social Media is a Complement to all Other Media Bought Owned Earned Media Media Media The media we pay The media we The media for create and own consumers create Time and Effect Exponentially Increases
    • 25. HAITI… Social Media Exemplified “Scope of disaster quickly assessed, relief efforts coordinated in cyberspace” “If the earthquake had struck 20 years ago, Haiti would have been a black hole with an anxious outside waiting for days if not weeks to realise the scale of the devastation and the scope of what could be done to help the victims. And it would have been far too late by then. Globe & Mail, Canada Source: nationalmultimedia.com 2010/01/17
    • 26. HAITI Topic Cloud
    • 27. HAITI Conversations Jan 11- 18 totalled 1.2 Million Posts At the peak of the crisis January12 – 17, daily posts averaged over 181,000
    • 28. HAITI: The World is Responding in a Whole New Way • Newsgroups are counting on Facebook and Twitter updates to get immediate pictures of what happened. • Relief efforts, collective efforts and communications are happening in cyberspace • Relatives and friends and citizen reporters have been using new media to get stories out of the disaster zone. • Twitter posts appeared within seconds of the quake • Photos on Twitpic and Flickr appeared almost instantaneously • Messages of condolences were everywhere on the internet ….all this despite the fact that only 10% of Haiti’s 9 Million population have access to the internet
    • 29. HAITI: The Stats • 3% of all blog posts contain news about • Salvation Army has been using the quake or relief efforts Facebook and Skype to communicate • Twitter account for the Red Cross with teams on the ground. gained more than 10,000 followers • Facebook has posted 1500 status during the crisis. updates per minute related to Haiti • Friday in the US, Red Cross tweeted since the quake more than US$8 MM raised by people • Wyclef Jen, Haitian musician has been texting HAITI to 90999 using Twitter to appeal to 1.3 MM • Google search for “90999 generates followers for support more than 48,000 results • Special sites dedicated to news on Haiti: Wikepedia, Miami Herald, Huffington Post, CNN’s Voices from Haiti
    • 30. Case Study: CH Canada • THE Challenge: – A revamped model of an established brand marred by history of deceptive business practices needed to overcome this hurdle, and convince customers it changed before they could hope to drive to the new model. • Objective: – Increase consumer awareness of the new CH Canada while emphasizing differentiation from Columbia House – Shift consumer’s negative perception The Approach: Identify negative conversations NOW and begin to go head to head with detractors, clarify misperceptions, eat some crow and gain some credibility for turning around the business model Develop Influencer Program: Call on strong advocates for Columbia House brand to help CH build voice within the forums.
    • 31. Case Study: CH Canada Topic Cloud Change Topic cloud for CHCanada from Jan 1 '08 to Jan 1 '09. Note absence of brand name, no differentiation. Topic cloud for CHCanada from Jan 1 '09 to November 15 '09. Note the huge difference in brand name, blu-ray - directly related to social media initiatives.
    • 32. 10 KEYS TO SOCIAL MEDIA SUCCESS
    • 33. 1. Experiment with Social Media o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share
    • 34. 2. Make Social Media Central o Spend time upfront planning how you will use social media o Think POST: o People o Objectives o Strategy o Technology
    • 35. 3. Listen Before Participating o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen
    • 36. 4. Be Transparent and Honest o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away
    • 37. 5. Share your Content o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
    • 38. 6. Be Personable and Act like a Person o Don't shout. Don't broadcast. Don’t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to.
    • 39. 7. Contribute in a Meaningful Way o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you
    • 40. 8. Learn to Take Criticism o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution
    • 41. 9. Be Proactive o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they’re ready when you need them
    • 42. 10. Accept you can’t do it all yourself o You need buy in from everyone in the organization o Convince your CEO that social media is relevant to your organization o Get your communications team together, discuss the options, then divide and conquer
    • 43. The Approach: Building Momentum Customer conversations Getting from us to them rapidly Getting Involved: Online communities Message Boards Brand Email lists Comments on Blogs Industry Sites 3. •Ripening Conditions
    • 44. The Approach: Leverage Social to Drive the Message Go To Conversation Listen Interact/Communicate Influence Create Relationships Foster Brand Advocacy
    • 45. We listen…. Then become part of the discussions
    • 46. Brand We listen…. Then become part of the discussions
    • 47. Find the Influencers Brand Find the most vocal… Engage with detractors 43
    • 48. Find the Influencers Brand Find the most vocal… Engage with detractors 43
    • 49. Who are the Influencers?
    • 50. Who are the Influencers?
    • 51. Who are the Influencers?
    • 52. Control the Conversation Be pervasive… be consistent
    • 53. Control the Conversation Brand Be pervasive… be consistent
    • 54. Build advocacy Brand Drive traffic and amplify the discussion in your favour 46
    • 55. Build advocacy Brand Drive traffic and amplify the discussion in your favour 46
    • 56. How do we want Clients to get involved in Social Media?  We want clients to understand that Social Media provides a view into consumers already talking about their brand and/or consuming their products. Social provides the raw data about consumer perceptions about their brand, unfiltered, unedited – true consumer insights without the moderated interruption.  Social creates an incremental channel to complement the overall campaign. It adds significant value across these variables: performance, brand credibility, consumer engagement, and CRM.  Therefore, we want clients to:  Gain insight about consumer perceptions about them, their competitors and the industry vertical.  Use these insights to inform their marketing strategies.  Learn the value of engagement as a strong indicator of the company’s success.  Understand that it is better to know what’s being said about their brand and remain informed.  Engage with consumers with our guidance…. But take baby steps in this process.
    • 57. How do we want Clients to get involved in Social Media? For Brands, Social allows you to: o Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Retain clients by establishing a personal relationship o Be an industry leader – not a follower o Create sustainability and long-tem relationships.
    • 58. What is our approach to Clients who ask about Social Media? It’s important to understand Client motivation for social media. Specifically, here are some questions we can ask:  Do you have a clear goal in mind for why you want to use social media?  Is it to access consumer insight? Brand awareness? Complement overall marketing strategy?  What are your expectations of social?  Please keep in mind that some people think that it’s only about building a Facebook page or a Twitter presence.  It’s more than that  it’s tapping into existing conversations and “fishing where the fish swim” Allow clients to understand why social is different than traditional media:  Social gets you directly in front of those already talking about you.. your advocates… your consumers  Social takes the guess-work out of target market definition, and marketing strategy given the wealth of insights consumers provide. In fact it is a validation of your strategies.  The very act of engaging provides a new channel for promotion, insight, and value.

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