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Influencing Brand Buzz Webinar

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  • 1. Influencing Brand Buzz Influencing Brand Buzz Presented by: Jerranna Cannady, The Stone Agency Guest Speaker: Jason Weaver, Sway, Inc.
  • 2. Today’s Presenters Jerranna Cannady Jason Weaver Marketing Strategist CEO The Stone Agency Sway, Inc.
  • 3. Presentation Overview • Separating Hype vs. Reality Separating Hype vs. Reality • What is Social Media • Benefits of Social Media Benefits of Social Media • Setting Expectations • Budgeting  B d ti • Tools and Techniques • Getting Started • Summary
  • 4. Separating Hype vs. Reality • People have been talking in communities forever – People have been talking in communities forever  technology is just a new enabler, flattening the world • Social media is not a fad – apps can be pp • Social media is not taking over traditional media  however, more and more, this is where consumers  are and they expect you to be there too • Social media is not about building your email  database and it’s not about transactions
  • 5. Social Media is About Connecting “‘It appears Twitter  is playing an  important role at  i t t l t a crucial time in  Iran. Could you  y keep it going?’ ”    P.J. Crowley, the White House  P J Crowley the White House assistant secretary of state for public  affairs to Twitter CEO requesting  postponement of a critical upgrade  scheduled earlier this week.  
  • 6. Social Media Tools are Diverse Its not about the  tools, of which  tools of which there are many, its about building  relationships.
  • 7. Social Media is Growing Expenditures in social  media increased almost  media increased almost 61% from 2007 to 2008 – from $650 million  to  more than $1 billion.  Growth  is expected to  h d jump another 37% this  year ‐ $145 billion
  • 8. Web 2.0 Comparison Banner Ads Pay-per-click SEO User G U Generated M di t d Media Email Marketing Blogs Affiliate Programs Podcasts Mobile Phone RSS Online Video Widgets “Web 1.0 is about commerce, Web 2.0 is about people” , p p ‐Ross Mayfield, co‐founder and CEO of Socialtext, Inc.
  • 9. Social Media Defined “Social media describes the online technologies and  practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves themselves” Wikipedia entry for “social media” Social Media utilizes emerging Web 2.0 formats,  such as: • Social Networking • RSS Feeds • Mobile Marketing Mobile Marketing  • Podcasting
  • 10. The Power of Social Media is External • Social media is a powerful way to  p y interact with people online • Your audience is already online  via external websites, social  i t l b it il networks, and blogs. • Your audience can be reached  through content that is relevant,  engaging and non‐disruptive to  their user experience. theiruser experience Social Media does not provide web traffic nor is it a tool to help build your email list. p p y
  • 11. Phases of Social Media
  • 12. Social Media In Action
  • 13. Podcast Advertising eMarketer expects podcast spend  will continue to climb.
  • 14. Widget Viewership
  • 15. Mobile Advertising • Mobile will be used as a direct  bl ll b d d response channel. • Mobile devices are evolving with  features that allow marketers and  features that allow marketers and advertisers to share marketing  messages with their target  audience.  • Emarketer f E k t forecasts that in 2009  t th t i 2009 there will be 35.9 3G mobile phone  subscribers in U.S. who watch video  on their devices. And of this  number, 8.4 million will pay for  premium video content and 7  million will subscribe to a mobile  TV service. TV service.
  • 16. Avoid Temptation What You Are Tempted To Do What You Should Do Develop a Facebook Fan Page and “friend”  Take step back and see if your audience is on  people to your brand Facebook Create a Twitter profile and begin micro  Grow bigger ears for listening through Twitter  blogging about your product/service  and see what is being said about your brand or  topics around it, determine how you can equip  your audience not sell them “Seed” blogs Yikes! Not cool, ever. Product sampling and old  fashioned PR works great with bloggers. Develop a presence on: Second Life Evaluate costs (animation, programming, etc.)  How can it be measured? H i b d? Launch a blog Consider putting existing content into RSS feeds  instead Believe social media is free social media is free Understand areas of cost consideration Understand areas of cost consideration
  • 17. Social Media and Marketing Budgets Social media and email  are the only two tactics  on which more  companies plan to  i l t increase rather than  decrease in spending. In  all other online and  offline categories, the  number of companies  planning to reduce  spending exceeds the  spending exceeds the number planning to  increase it. Source: 2009 Social Benchmark  Guide, Marketing Sherpa
  • 18. Budget Consideration Seldom is there zero cost in a social media campaign. Listed below  Seldom is there zero cost in a social media campaign Listed below are pieces to consider when creating your social media program: • Production costs (video, articles, images, etc) • Media buying • Hosting fees for serving content • Fees from distribution/tracking tools
  • 19. Tangible vs. Intangible Measurements Tangible: Intangible: • Direct sales conversions • Increased brand awareness • Number of leads captured • Positive brand influence • E Engaging dialogue with  i di l ith • R id l l Residual sales target audience
  • 20. Listening is Not a Strategy Social media monitoring tools can  help you gain a deep understanding  on what is already being said about  on hat is alread being said abo t your brand online.
  • 21. Getting Started: Social Media Map™ A Social Media Map™ is a research‐based plan for how to most effectively  target your customers in an online environment. A Social Media Map will identify: “We have been thrilled  • Where your customers are spending  with the quality of data  time online today time online today mined and the  mined and the • How these customers behave online discoveries made utilizing  the Social Media Mapping  • What motivates them process. We have found  • What influences them g y the research to be highly  • How to effectively engage them online accurate and trustworthy,  • What your competitors are doing with  and have already begun  social media applying many of the  Tools used include: Tools used include: insights uncovered in our  map.” • Online surveys with the target audience Jeb Reid, AmLabs • Discussion board immersions • Social media expert opinions and  interviews • Internet trade resources and syndicated  research
  • 22. Shoutlet Social Media Communication    Platform Shoutlet is a scalable, web-based, hosted social media communication tool that helps companies connect to their audiences where they live online. Shoutlet facilitates ll b ti in Sh tl t f ilit t collaboration i creating, ti distributing, and tracking online communication across engaging social media formats, which include: • Video • RSS feeds • Podcasts • SMS mobile text messages • Widgets • Social email
  • 23. Shoutlet Real‐Time Social Media  Tracking Shoutlet can distribute and track local regional local, and national campaigns.
  • 24. What Social Media Can Do For  Companies Advanced media placement – Buying media placement strategically will create greater  impressions and promote “viral pass‐along” in ways traditional media cannot. Sustainable engagement – One key benefit of social media is when online influencers  Sustainable engagement One key benefit of social media is when online influencers continue to be engaged with your brand after the campaign or media spend has ended. Non‐paid branding opportunities – Since social media provides a level of “viral”  engagement via widgets, web 2.0 email, and RSS readers, it’s possible that companies  could receive additional non‐paid impressions that will further their brand. Feedback loop – Most campaigns involve engaging content that allow companies to  Feedback loop – Most campaigns involve engaging content that allow companies to continuously adjust their messaging strategy until they find what works best for  communicating with their target audience.
  • 25. Summary • Research and analysis – Define your community – Identify the key issues and interests  Identify the key issues and interests – Listen to top bloggers discussing the issues and reader comments  – Find key social networks • Map out your discussion strategy – Define objectives and outcomes – Identify marketplace value or expertise Identify marketplace value or expertise – Select social media platforms that fit your content
  • 26. Summary • Active Engagement – Evaluate your resources – Participate on blogs and social networks Participate on blogs and social networks • Reporting and Evaluation – Define success – Select your measurement tools – Continually analyze and refine
  • 27. Contact Information Jerranna Cannady, Marketing Strategist Jerranna Cannady Marketing Strategist The Stone Agency 919.645.0780 jerrannac@thestoneagency.com Twitter: @jerrannacan Email me for your free copy of our new resource  ‐ Blogger’s  Best Practices