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Social media for bill fanning's class 06 10-11
 

Social media for bill fanning's class 06 10-11

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Guest spoke at Bill Fanning's UC Berkeley Class.

Guest spoke at Bill Fanning's UC Berkeley Class.

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  • Think of website just 3-4 years ago. 1-way Push marketing. You come, you leave, never come back. Except for Amazon, few companies were truly engaging folks. Now you see photos, videos, blogs, forums, etc. It’s all about engagement.
  • It’s been estimated that there are only 900 million internet users. We’ve reached close to saturation.
  • It’s been estimated that there are only 900 million internet users. We’ve reached close to saturation.
  • They
  • Not a high production, high quality video. Got viral. Now they have a whole series. Knockoffs – some person blending liquid nitrogen has over 500k views. When asked “what marketing have you done?” They said they had never done marketing before.
  • Multiplier Effect Point is not that you can prevent this from happening, but the response is just as important in containing and creating a turnaround opportunity. Restaurant analogy
  • Multiplier Effect Point is not that you can prevent this from happening, but the response is just as important in containing and creating a turnaround opportunity. Restaurant analogy

Social media for bill fanning's class 06 10-11 Social media for bill fanning's class 06 10-11 Presentation Transcript

  • Social Media Marketing for Bill Fanning’s Class Ken Chen EM Marketing June 10, 2011
  • Agenda
    • Introduction
    • Definition of Social Media & Social Marketing
    • Why is Social Media important to companies?
    • Social Media Marketing Examples
    • Wrap-Up
  • Introduction – Ken Chen 1990 Atlas Computers Learning Years MBA Engineering 1995
  • Introduction – Ken Chen 1990 2000 Atlas Computers Learning Years MBA Engineering 1995 Corporate Years
  • Introduction – Ken Chen 1990 2000 Atlas Computers Learning Years MBA Engineering 1995 Corporate Years 2004 Start-Up Years
  • Social Media Strategy & Marketing 2004 - Today
  • What is Social Media? SM Marketing? Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content. Source: McCann Universal Wave 3 Study Effective Social Marketing is the use of Social Media to listen and respond to your customers
  • Social Media Marketing – A Perspective
    • It’s the late 90s again – “information superhighway” 
    • Companies who succeeded with the web embraced it’s unique culture
      • Internet: Test & Learn, Measurement, Ever-Evolving
    • Companies who want to succeed with Social Media will embrace it’s unique culture
      • Social Media: Authentic, Transparent, Customer-Focused, 1:1 Relationship Building
  • Why Social Media is Important Source: espresso, http://brandinfiltration.com
  • Why Social Media is Important Source: espresso, http://brandinfiltration.com
  • Why Social Media is Important Facebook has become more popular than Google Source: Small Business Labs Exploding Growth of Social Networks
  • Why Social Media is Important Power to the Consumer Source: Nielsen Global Consumer Study April 2009 90% of consumers trust recommendations from people they know
  • Why Social Media is Important The Demise of Advertising? Consumers know how to block out advertising
    • 2 Intuit Examples – Ken
    • 4 PayPal Examples – Sudha
  • Example 1: Intuit’s Love a Local Business
    • Social Marketing Campaign
    • Fans vote for small businesses they love, Intuit gives away weekly grants
    • Results
    • Engagement – higher time on site, more repeat visitors
    • Leads – achieves a lower cost per lead than traditional advertising
    • Brand – enhances Intuit’s brand as the Small Business Champion
  • Example 2: Intuit Careers Facebook & Video Chats
    • Intuit Facebook page > Intuit Careers site.
    • Wanted to create a innovative, progressive Employment Brand
    • Results
    • Engagement – more visitors, resumes, and interaction
    • Brand – viewed as leader amongst HR Groups
  • SUDHA JAMTHE BACKGROUND @SUJAMTHE Social Media Strategist (current) 18 yrs marketing experience MBA (Marketing & Strategy) MIT Venture Mentor, Mentor for NUSEA Singapore, ANZATEC Australia Industry Speaker, Blogger
  • CORPORATE Social Media SERVES MANY STAKEHOLDERS
  • EXAMPLE 1: CAMPAIGN to PROMOTE CONFERENCE
    • Goal: Promote Innovate Conference and sell signups.
    • Campaign:
    • Tweetchat and integrated campaign with partners, events, direct marketing, #URIT Twitter Campaign.
    • Cost: $500
    Result: Reached 47Mil users and 400 tickets sold in 48 hrs
  • EXAMPLE 2: social monitoring & FEEDBACK Monitor social channels for feedback on products
  • EXAMPLE 3: INNOVATE WITH CUSTOMERS Engage with customers to lead innovations
  • Example 4: Brand Communication via Facebook Campaigns on Facebook Fan Page
  • Why Social Media is Here to Stay
    • Human beings are inherently social
      • The internet has finally caught up and giving users new ways of communicating
    • Consumers are more savvy; ignore advertising
      • Marketers have to be more creative. Smart marketers are creating valuable sites and are being rewarded (the online version of Starbucks)
    • It gives power to the consumer
      • If they have been wronged, there is a way to make their pleasure very public, forcing companies to respond quickly or suffer embarrassment
  • Thank You!
    • If you are interested in a possible internship with EM Marketing, send me an email or DM on Twitter.
    • Email: [email_address]
    • Ken’s Twitter: http://twitter.com/kennyair
    • Sudha’s Twitter: http://twitter.com/sujamthe
    • LinkedIn: http://www.linkedin.com/in/kenchen
  • APPENDIX
  • Example: Blendtec
    • http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=PlayList&p=4825F3D2B848DED8&index=0&playnext=1
    • 8.5+ Million Views
    • Centerpiece for their Marketing
    • Sales increase 5x in less than a year
  • Example: Hertz Rental Car
    • http://www.ireport.com/docs/DOC-182297
    • CNN TV Viewing Audience
    • Multiplier Effect - 303 websites
    • Persistent Black eye
  • Example: Hertz Rental Car’s Response Companies don’t really own their brand anymore…and some still don’t get it.
  • Foursquare, Gowalla, Facebook Places
    • Do you use these apps? What’s the value?
  • Group Couponing – Groupon, Living Social
    • Do you use these?
    • What’s the value?
  • Social Media Maturity Model What is this?
    • Web 1.0
    • 1-way communication
    • Experimenting with Facebook, Twitter
    • Dead FB pages
    • Same messages, different channel
    • Start of a 2-way dialogue
    • Blog, Forum, Customer Service
    • Allow customer to customer talk
    • Living, breathing social
    • Gathering insights
    • Adapting company
    • Deepening relationships (loyalty)
    Customer Sentiment “ Hello? Anyone there?” “ Who cares? – it’s not about you.” “ Good to meet you, now we can talk.” “ This is a brand that gets it.”
  • Social Media Maturity Model – Who’s There?
    • Why?
    • It’s in their product - Amazon, Zappos
    • It’s in their product/service operations – Southwest, Dell, Starbucks, Domino’s, Intuit, Mint
    Sectors Stage 4 Companies Consumer Technology/Internet Financial