presents

Blogs and social media Marketing for the 21 st century

Case Studies

Who should’ve had a blog:

Dell In 2005, Dell didn’t have a blog. But one of their customers did …

In 2005, Dell didn’t have a blog. But one of their customers did …

Dell’s customer strikes back This customer was very upset with Dell’s customer service. He wrote about his experience on his blog. So did another blogger , whose post was so popular, it led to the creation of a new term for Dell…

This customer was very upset with Dell’s customer service.

He wrote about his experience on his blog.

So did another blogger , whose post was so popular, it led to the creation of a new term for Dell…

Dell Hell in Google If you search for Dell Hell in Google, that guy’s post is the first result. As a result, Dell got negative press coverage in the New York Times and Wall Street Journal.

If you search for Dell Hell in Google, that guy’s post is the first result.

As a result, Dell got negative press coverage in the New York Times and Wall Street Journal.

Dell couldn’t fight back Dell didn’t have a blog, so they were unable to communicate with the angry blogosphere.

Dell didn’t have a blog, so they were unable to communicate with the angry blogosphere.

But there was a happy ending. Dell set up their own blog.

But there was a happy ending. Dell set up their own blog.

Happy ending “ In the age of customers empowered by blogs and social media, Dell has leapt from worst to first ." – Jeff Jarvis, Business Week First step: Dell dispatched technicians to reach out to complaining bloggers and solve their problems, earning pleasantly surprised buzz in return .

“ In the age of customers empowered by blogs and social media, Dell has leapt from worst to first ." – Jeff Jarvis, Business Week

First step: Dell dispatched technicians to reach out to complaining bloggers and solve their problems, earning pleasantly surprised buzz in return .

Dell’s new blog

Measurable results Dell saw a 27 point decrease in negative blog posts , from 49 percent at the peak of Dell Hell to the current 22 percent . Cost would have been hundreds of millions for similar ad campaign.

Dell saw a 27 point decrease in negative blog posts , from 49 percent at the peak of Dell Hell to the current 22 percent .

Cost would have been hundreds of millions for similar ad campaign.

Michael Dell: " A company this size is not going to be about a couple of people coming up with ideas . It's going to be about millions of people and harnessing the power of those ideas ."

Michael Dell: " A company this size is not going to be about a couple of people coming up with ideas . It's going to be about millions of people and harnessing the power of those ideas ."

Apple lost billions At the hands of bloggers…

At the hands of bloggers…

May 2007: “…earlier yesterday technology blog Engadget published what it claimed was an internal email from Apple that stated the iPhone launch would be delayed until October and that the Leopard operating system would be delayed until January 2008 . Six minutes after the post, Apple's share value had sunk to $103.42, cutting Apple's company value by $4bn . - TechCrunch “ Applegate”

May 2007: “…earlier yesterday technology blog Engadget published what it claimed was an internal email from Apple that stated the iPhone launch would be delayed until October and that the Leopard operating system would be delayed until January 2008 . Six minutes after the post, Apple's share value had sunk to $103.42, cutting Apple's company value by $4bn . - TechCrunch

“ Applegate” “ Apple has received formal government approval to sell its much - anticipated iPhone in the US, just a day after a bogus email, dubbed " Applegate " , wiped $4bn from the company's stock market value . “ - Guardian

“ Apple has received formal government approval to sell its much - anticipated iPhone in the US, just a day after a bogus email, dubbed " Applegate " , wiped $4bn from the company's stock market value . “ - Guardian

Target’s not on target

Target PR Nightmare A rep from a non-profit concerned with media and marketing’s impact on kids writes to Target objecting to the ad on the previous slide.

A rep from a non-profit concerned with media and marketing’s impact on kids writes to Target objecting to the ad on the previous slide.

Target’s unfortunate response Target: “ unfortunately we are unable to respond to your inquiry because Target does not participate with non - traditional media outlets . This practice is in place to allow us to focus on publications that reach our core guest . ”

Target: “ unfortunately we are unable to respond to your inquiry because Target does not participate with non - traditional media outlets . This practice is in place to allow us to focus on publications that reach our core guest . ”

uh oh…

= PR nightmare

Target was publicly slammed for having questionable advertising practices and elitist public relations policies. Story was picked up and repeated thoughout the blogosphere Target PR Nightmare

Target was publicly slammed for having questionable advertising practices and elitist public relations policies.

Story was picked up and repeated thoughout the blogosphere

Target PR Nightmare Shaping Youth is a small, grass - roots organization - that has a blog. Target is #33 in the Fortune 50 - with $59 Billion in revenue - but no blog.

Shaping Youth is a small, grass - roots organization - that has a blog.

Target is #33 in the Fortune 50 - with $59 Billion in revenue - but no blog.

Video takes down the big guys

Comcast couch guy From the blog : “A Comcast technician came to replace a faulty modem. After spending an hour on hold with Comcast's central office, he fell asleep on my couch. I've been in my apartment for three weeks and my internet connection is still non-functional. This is my tribute to Comcast, their low quality technology and their poor customer service.”

From the blog : “A Comcast technician came to replace a faulty modem. After spending an hour on hold with Comcast's central office, he fell asleep on my couch. I've been in my apartment for three weeks and my internet connection is still non-functional. This is my tribute to Comcast, their low quality technology and their poor customer service.”

Comcast couch guy Number of views on YouTube: 1,181,809 See the movie

Number of views on YouTube: 1,181,809

See the movie

AOL – cancel my account! Vincent Ferrari wanted to cancel his AOL account. It took him 21 minutes of frustration to succeed. At one point the AOL rep asked 30 year old Ferrari to speak to his dad. Unfortunately for AOL, Ferrari recorded the conversation and published it on YouTube.

Vincent Ferrari wanted to cancel his AOL account. It took him 21 minutes of frustration to succeed. At one point the AOL rep asked 30 year old Ferrari to speak to his dad.

Unfortunately for AOL, Ferrari recorded the conversation and published it on YouTube.

AOL – cancel my account! Video covered on MSNBC and elsewhere Number of views on YouTube: 218,391 See the movie

Video covered on MSNBC and elsewhere

Number of views on YouTube: 218,391

See the movie

Blogs and social media have a serious impact…

Why blog? Visualization of the blogosphere Because you are already there.

And you have no control

Today’s leading brand Source: Millward Brown’s Brandz

Nature of advantage is shifting Decades and billions on marketing, branding and advertising $0 on ads The big boys: Coke, P&G Google

The corporate website is becoming irrelevant

Irrelevant Corporate Website “ But we’re tired of the corporate website and all its happy marketing speak, stock photos of smart looking dudes or minority women crowded around the computer raving about your product, the positive press release, the happy customer testimonials, the row of executive portraits, the donations your corporate made to disaster relief, the one - sided view never ends . “ – Jeremiah Owyang, Sr. Analyst at Forrester Research : Social Computing

“ But we’re tired of the corporate website and all its happy marketing speak, stock photos of smart looking dudes or minority women crowded around the computer raving about your product, the positive press release, the happy customer testimonials, the row of executive portraits, the donations your corporate made to disaster relief, the one - sided view never ends . “ – Jeremiah Owyang, Sr. Analyst at Forrester Research : Social Computing

The new corporate website Websites are created with customers Unfiltered customer testimonials will appear Content will have both negative and positive views about your products Your website will be a Community Resource

Websites are created with customers

Unfiltered customer testimonials will appear

Content will have both negative and positive views about your products

Your website will be a Community Resource

Outcome Customers will make your site the first place to go for information, trust will increase, you may be able to build better products and services with real-time customer feedback, and most importantly, you’ll be a community resource that will help you meet your customer needs faster. - Web Strategy: How to evolve your irrelevant corporate website

Customers will make your site the first place to go for information, trust will increase, you may be able to build better products and services with real-time customer feedback, and most importantly, you’ll be a community resource that will help you meet your customer needs faster.

- Web Strategy: How to evolve your irrelevant corporate website

What is social media?

Sites considered social media: Blogs Message boards Forums Social networks (MySpace or Facebook) Video sharing (You Tube) Picture sharing (Photobucket) Podcasts Vidcasts Wikis Groups Virtual words or communities (Second life)

Blogs

Message boards

Forums

Social networks (MySpace or Facebook)

Video sharing (You Tube)

Picture sharing (Photobucket)

Podcasts

Vidcasts

Wikis

Groups

Virtual words or communities (Second life)

Examples

Common traits: Editable Participative Connect people

Editable

Participative

Connect people

The blogosphere is doubling in size every 6 months

Growth of the blogosphere It is now over 60 times bigger than it was 3 years ago On average, a new weblog is created every second of every day 19.4 million bloggers (55%) are still posting 3 months after their blogs are created Technorati tracks about 1.2 Million new blog posts each day, about 50,000 per hour 34% of large corporations currently have a blog solution, 70% plan one by the end of the year

It is now over 60 times bigger than it was 3 years ago

On average, a new weblog is created every second of every day

19.4 million bloggers (55%) are still posting 3 months after their blogs are created

Technorati tracks about 1.2 Million new blog posts each day, about 50,000 per hour

34% of large corporations currently have a blog solution, 70% plan one by the end of the year

“ To blog or not to blog? The answer, simply enough, is to blog. No better opportunity exists to engage in an open dialog and exchange of ideas with customers and potential customers.” Bob Lutz, Vice Chairman, General Motors

" If you blog, you exist ." - Shai Agassi, former Board Member, SAP

What is a blog?

Po rtmanteau of “weblog” Written in chronological order Displayed in reverse chronological order A verb From Wikipedia entry for “Blog” http :// en . wikipedia . org / wiki / Blog

Blog Characteristics

RSS Feeds

Trackbacks Tells other blogs you linked to them, and then an excerpt of your post appears with a link back to your blog in the comments section of their post that you linked to

Pingbacks You get a notification that other bloggers linked to your blog, and an excerpt of their post appears on your blog with a link to their blog (opposite of trackbacks)

Example of pingback

Comments

Pings Blogs set up to ping send an automatic message to tens or hundreds of blog directories, telling them you just published something new. This not only spreads your blog further, but Google is known to follow these blog directories, and it helps Google pick up on new blogs quickly. Pingomatic.com is an example of a pinging service.

Blogs set up to ping send an automatic message to tens or hundreds of blog directories, telling them you just published something new.

This not only spreads your blog further, but Google is known to follow these blog directories, and it helps Google pick up on new blogs quickly.

Pingomatic.com is an example of a pinging service.

Tags Good for search engines; gives them more info on what the post is about Good for Technorati blog directory Good for finer categorization of posts

Good for search engines; gives them more info on what the post is about

Good for Technorati blog directory

Good for finer categorization of posts

Social Bookmarks Make it easy for people to submit posts to bookmark directories This helps spread the word, and if enough people “vote” for your blog, you can get tons of traffic

Make it easy for people to submit posts to bookmark directories

This helps spread the word, and if enough people “vote” for your blog, you can get tons of traffic

“ It’s a new media world that really returns us to old Main Street ethics. A shopkeeper within the town builds great relationships with his/her community members. There’s an intrinsic understanding that they need the community as much if not more so than the community needs the shop. And so the shopkeeper works hard for the community, and treats it well.“ - The Participation Ethos

Isn’t it a waste of time?

Other wastes of time: “ Airplanes are interesting toys but of no military value.” – Marechal Ferdinand Foch “ The wireless music box has no imaginable commercial value. Who would pay for a message sent to nobody in particular?” – David Sarnoff’s associates in response to his urgings for investment in the radio in the 1920s. “ Who the hell wants to hear actors talk?” - -H.M. “Harry” Warner, Warner Brothers , 1927.

“ Airplanes are interesting toys but of no military value.” – Marechal Ferdinand Foch

“ The wireless music box has no imaginable commercial value. Who would pay for a message sent to nobody in particular?” – David Sarnoff’s associates in response to his urgings for investment in the radio in the 1920s.

“ Who the hell wants to hear actors talk?” - -H.M. “Harry” Warner, Warner Brothers , 1927.

Benefits: General Low cost and fast to set up Transparent and authentic Information is always up-to-date Blogging is innovative = you are innovative

Low cost and fast to set up

Transparent and authentic

Information is always up-to-date

Blogging is innovative = you are innovative

Benefits: Reach Get the right information to the right people at the right time. Broad reach via RSS and email subscriptions Opening a new marketing channel for products and services

Get the right information to the right people at the right time.

Broad reach via RSS and email subscriptions

Opening a new marketing channel for products and services

Benefits: Financial Test out ideas on the blog before development Forrester research: savings from customer insights

Test out ideas on the blog before development

Forrester research: savings from customer insights

Benefits: Search Engines Search engines like: Sites that publish fresh content Sites with inbound links Keywords

Search engines like:

Sites that publish fresh content

Sites with inbound links

Keywords

Benefits: Thought Leadership Position you and your company as thought leaders in competitive markets Establish a true, credible voice in the marketplace T im Ferris launched The 4 Hour Workweek to New York Times bestseller list through blogging

Position you and your company as thought leaders in competitive markets

Establish a true, credible voice in the marketplace

T im Ferris launched The 4 Hour Workweek to New York Times bestseller list through blogging

Benefits: Branding Strengthen and promote your brand Give your company a human face Forrester research: increased brand visibility Forrester research: reduced impact from negative user-generated content, and increased sales efficiency

Strengthen and promote your brand

Give your company a human face

Forrester research: increased brand visibility

Forrester research: reduced impact from negative user-generated content, and increased sales efficiency

Benefits: PR Free and controlled news desk Damage control! Rapid response tool Create buzz - give small hints abt. new products, generate press interest Announce conferences/events

Free and controlled news desk

Damage control!

Rapid response tool

Create buzz - give small hints abt. new products, generate press interest

Announce conferences/events

Benefits: Customer Relations Customer queries answered leading to reduced customer service or technical support calls Enhance customer loyalty Build sense of community Turn customers into your sales force Reach an active, passionate consumer base Reach people on their own terms

Customer queries answered leading to reduced customer service or technical support calls

Enhance customer loyalty

Build sense of community

Turn customers into your sales force

Reach an active, passionate consumer base

Reach people on their own terms

Benefits: Lead Generation Better communication with prospects Leverage existing customer base to spread your message Increased enquiries generated A living white paper W ord of Mouth - 80% of online users trust the opinion of a friend or acquaintance more than any other possible web source

Better communication with prospects

Leverage existing customer base to spread your message

Increased enquiries generated

A living white paper

W ord of Mouth - 80% of online users trust the opinion of a friend or acquaintance more than any other possible web source

Benefits: Intelligence GM's Fastlane Blog ’s Bob Lutz, says he receives better consumer intelligence from reading the comments on his blog than those from traditional market research channels, like surveys and focus groups. Quickly and easily poll your customers Get feedback Build better products from 2-way conversation

GM's Fastlane Blog ’s Bob Lutz, says he receives better consumer intelligence from reading the comments on his blog than those from traditional market research channels, like surveys and focus groups.

Quickly and easily poll your customers

Get feedback

Build better products from 2-way conversation

When blogs came to the rescue…

Johnson&Johnson sues Red Cross over use of Red Cross! J&J uses their blog to take the dialogue beyond the standard corporate PR, and communicates on their blog. vs .

Johnson&Johnson sues Red Cross over use of Red Cross!

J&J uses their blog to take the dialogue beyond the standard corporate PR, and communicates on their blog.

The result? A large number of comments and stories generally providing broad support for J&J's point of view . While there are negative comments, the blog achieved what no other crisis communication's vehicle would have delivered . vs .

The result? A large number of comments and stories generally providing broad support for J&J's point of view . While there are negative comments, the blog achieved what no other crisis communication's vehicle would have delivered .

GM leader in social media GM launched blog in 2005 – Fastlane Written by Vice Chairman 200 years: GM expanding social media strategy to include GM Next Isn’t that a waste of time?

GM launched blog in 2005 – Fastlane

Written by Vice Chairman

200 years: GM expanding social media strategy to include GM Next

Isn’t that a waste of time?

GM says yes to SM Forrester compared the results of GM’s Fastlane blog to those of a focus group, and since a focus group costs about $15,000 a month, which works out to $180,000 each year, GM has achieved similar results via their blog, and saved itself $180,000 in cash per year .

Forrester compared the results of GM’s Fastlane blog to those of a focus group, and since a focus group costs about $15,000 a month, which works out to $180,000 each year, GM has achieved similar results via their blog, and saved itself $180,000 in cash per year .

GM is trying to engage their customers one car at a time . Transparency Increases chances of reaching younger buyers Profit? Increase of 2.6% in sales compared with January last year . GM says yes to SM

GM is trying to engage their customers one car at a time .

Transparency

Increases chances of reaching younger buyers

Profit? Increase of 2.6% in sales compared with January last year .

It ain’t all rosy…

Problems with social media Time Compliance issues Untrustworthy member data 50% of blogs abandoned within 90 days Loss in workplace productivity Hard to measure success Need for openness

Time

Compliance issues

Untrustworthy member data

50% of blogs abandoned within 90 days

Loss in workplace productivity

Hard to measure success

Need for openness

Growing pains: Ford Ford recently released their first social media release . Ford’s lawyers did a very unsocial thing and stopped some of their most exuberant fans from printing up a fan calendar with photos of their own Ford cars in it .

Ford recently released their first social media release .

Ford’s lawyers did a very unsocial thing and stopped some of their most exuberant fans from printing up a fan calendar with photos of their own Ford cars in it .

“ The folks at BMC ( Black Mustang Club ) automotive forum wanted to put together a calendar featuring members’ cars, and print it through CafePress . Photos were submitted, the layout was set, and… CafePress notifies the site admin that pictures of Ford cars cannot be printed . Not just Ford logos, not just Mustang logos, the car - as a whole - is a Ford trademark and its image can’t be reproduced without permission . So even though Ford has a lineup of enthusiasts who want to show off their Ford cars, the company is bent on alienating them . ‘Them’ being some of the most loyal owners and future buyers that they have . Or rather, that they had, because many have decided that they will not be doing business with Ford again if this matter isn’t resolved . ” ( From BoingBoing - read more there) Growing pains: Ford

“ The folks at BMC ( Black Mustang Club ) automotive forum wanted to put together a calendar featuring members’ cars, and print it through CafePress . Photos were submitted, the layout was set, and… CafePress notifies the site admin that pictures of Ford cars cannot be printed . Not just Ford logos, not just Mustang logos, the car - as a whole - is a Ford trademark and its image can’t be reproduced without permission . So even though Ford has a lineup of enthusiasts who want to show off their Ford cars, the company is bent on alienating them . ‘Them’ being some of the most loyal owners and future buyers that they have . Or rather, that they had, because many have decided that they will not be doing business with Ford again if this matter isn’t resolved . ” ( From BoingBoing - read more there)

“ Ford pulled the spark-plug right outta their hearts .” – Todd Defren

“ Ford pulled the spark-plug right outta their hearts .” – Todd Defren

How do I social?

How to social Have a personality Don’t be afraid of failure Pick the right social media for your audience Make friends Add value to the community Don’t self-promote

Have a personality

Don’t be afraid of failure

Pick the right social media for your audience

Make friends

Add value to the community

Don’t self-promote

How to social (cont) Be accurate Be transparent Be patient Increase your linkability Make tagging and bookmarking easy Help your content travel

Be accurate

Be transparent

Be patient

Increase your linkability

Make tagging and bookmarking easy

Help your content travel

Social Media Trends

Fatigue The average amount of time each user spends on social networking sites has fallen by 14% over the last four months (ComScore)

The average amount of time each user spends on social networking sites has fallen by 14% over the last four months (ComScore)

Fads MySpace > Facebook > Twitter > Friendfeed > ?

MySpace > Facebook > Twitter > Friendfeed > ?

Microblogging/Lifestreams

Who’s on twitter Carnival Cruise lines Intel Software Adaptive Path PodTech Network Hillary Clinton Barack Obama

Carnival Cruise lines

Intel Software

Adaptive Path

PodTech Network

Hillary Clinton

Barack Obama

Ways to use twitter Personal Branding Get feedback Hire people Direct traffic Read news Network Company intranet Notify your customers Event updates Find prospects Provide live coverage Set up meetings Support your social media strategy – get votes for articles, etc.

Personal Branding

Get feedback

Hire people

Direct traffic

Read news

Network

Company intranet

Notify your customers

Event updates

Find prospects

Provide live coverage

Set up meetings

Support your social media strategy – get votes for articles, etc.

Reputation Management What happens when you google your name?

The web is the network To end off, I suggest you watch this video on what the new web is all about – it is about us, and we are creating it. The Machine is Us/ ing Us

To end off, I suggest you watch this video on what the new web is all about – it is about us, and we are creating it.

The Machine is Us/ ing Us

" To find something comparable, you have to go back 500 years to the printing press, the birth of mass media ... Technology is shifting power away from the editors, the publishers, the establishment, the media elite . Now it's the people who are taking control ." Rupert Murdoch, quoted in Wired, July 2006 .

About illuminea illuminea provides online marketing services, including website and blog design, development and strategy; and social media strategy development and consulting services. illuminea also gives courses on the subject of blogging and social media, and other marketing topics. Learn more on illuminea.com – and read our blog at illuminea.com /blog .

illuminea provides online marketing services, including website and blog design, development and strategy; and social media strategy development and consulting services.

illuminea also gives courses on the subject of blogging and social media, and other marketing topics.

Learn more on illuminea.com – and read our blog at illuminea.com /blog .

Thank you! www.illuminea.com [email_address] Also see us at: WordPressGarage israelplug Twitter facebook