Social Media Goes Multiplatform

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  • Adobe is so bothered by Apple excluding Flash from the iPad, it put porn up on its blog to prove the point.Abobe’s official Flash Blog has a post entitled “The iPad provides the ultimate browsing experience?” which shows how several popular websites would look without Flash content. Right at the top is a screenshot of Bang Bros HD, a hardcore porn site.As you can see, an iPad without Flash is going to be pretty much useless for HD porn.“Millions of websites use Flash,” the blog post says. “Get used to the blue Legos.”UPDATE: We checked, and there’s an MP4-based version of Bang Bros, which works fine on the iPad as is. So even Adobe’s most desperate tactic isn’t true.
  • Social Media Goes Multiplatform

    1. 1. Social media multiplier – a research report<br />Paul Gillin<br />April 1, 2010<br />
    2. 2. Go Where the People Are<br />32 million members<br />44 million members<br />300 million members<br />1 billion daily views<br />1 million daily visitors<br />6 million daily visitors<br />1.5 million daily visitors<br />10 million members<br />50 million members<br />
    3. 3. Top-Line Findings - Interim<br /><ul><li>Social Media has reached critical mass in corporations
    4. 4. Organizations are turning their attention to popular gathering spots
    5. 5. Multi-platform deployment and management are critical new issues
    6. 6. ROI metrics are still ad hoc
    7. 7. A multiplier factor exists but few can quantify it
    8. 8. Twitter has become the killer app</li></li></ul><li>Credibility Through Validation<br />Source: Elliance, Inc.<br />
    9. 9. Social Media Platforms in Use<br />
    10. 10. Who are the principal audiences for your company's social media efforts? <br />
    11. 11. Platform Adoption by Year<br />55 respondents<br />
    12. 12. Effectiveness Compared to ExpectationsFrom most positive to least positive<br />
    13. 13. ROI Perception<br />
    14. 14. Planned Changes in Social Media Activity, Next 12 Months<br />
    15. 15. What has been the business impact of your company's use of multiple social media platforms? <br />
    16. 16. Sales<br />Conversions<br />Search rank<br />Leads<br />Conversations<br />Cost per lead<br />Retweets<br />Comments<br />Verbatims: Most Common Metrics<br />
    17. 17. Verbatims: What They’re Doing Now<br />“A new blog entry is typically also communicated on Twitter or cross-posted on Facebook.”(multiple mentions)<br />“We leverage content that we produce across all of the social networks - and then engage in each conversation that follows.”<br />“All product launches now have a social media component.<br />“We repackage everything through our content marketing site in industry-specific LinkedIn groups."<br />
    18. 18. Typical Multi-Platform Scenario<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />
    19. 19. Sodexo Recruiters<br /><ul><li>Most of the company‘s 60 recruiters user Twitter and other social media to meet hiring demand.
    20. 20. Focus is on building relationships and enthusiasm among prospective employees
    21. 21. Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K</li></ul>Principal Value<br />“The human touch is essential. People know there’s somebody behind the message and the photo.”<br />-Kerry Noone, Manager, Marketing Communications<br /><ul><li>Improved applicant quality
    22. 22. Image of Sodexo as progressive young company
    23. 23. Recruitment costs substantially reduced</li></li></ul><li>Ford’s Content Factory<br /><ul><li>Constantly delivers news about the company’s reinvention using every available media social channel.
    24. 24. Press releases paired with video, images, audio whenever possible
    25. 25. Everything is shareable, nearly all is tweeted
    26. 26. Key metrics: retweets, Facebook comments, media coverage, awareness studies</li></ul>Principal Value<br /><ul><li>Demonstration often beats description
    27. 27. Multimedia conveys excitement
    28. 28. Bottom-up combined with top-down for maximum impact
    29. 29. Social media drives ongoing engagement via e-mail</li></ul>“We use whatever channel we can to spread the message.”<br />-Scott Monty, head of social media<br />
    30. 30. AskPatty’s Syndication Wizardry<br /><ul><li>Syndication partners include TwitterMoms, BlogHer, Parenthood.com, SheKnows
    31. 31. Articles automatically posted to bookmarking sites, multiple Facebook fan pages
    32. 32. Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil
    33. 33. Hired for 12-part video series on AutoNet TV </li></ul>Principal Value<br />“My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.”<br />-Jody DeVere, CEO<br /><ul><li>10M quarterly impressions
    34. 34. 100-fold amplification of blog/Web content
    35. 35. CEO developing side business as automotive social media consultant</li></li></ul><li>Coke’s Global Expedition<br /><ul><li>Three ambassadors selected by community are visiting all 206 countries in 2010
    36. 36. Travels documented through all available media; no advertising support
    37. 37. Promotion channels target international audiences: Facebook, YouTube, Twitter, Bebo, Orkut, Tencent CC</li></ul>Principal Value<br />“Consumers who participate with our brand online have a higher purchase intent”<br />-Adam Brown, Director , Office of Digital Communications & Social Media, <br /><ul><li>400M media impressions in first 22 days
    38. 38. Invitation and welcoming committees formed spontaneously around the globe
    39. 39. Reinforces message of happiness, youth</li></li></ul><li>Management Challenges<br />Who speaks for the company?<br />What restrictions should exist on what they can say?<br />When to use a corporate vs. a personal presence?<br />Who takes action and how?<br />How to scale real-time public customer service?<br />What to do about negativity?<br />How to organize for continuous online interaction?<br />How do we avoid this?<br />
    40. 40. Marketing Challenges<br />Coke on LinkedIn…<br />Audience segmentation?<br />Appropriate messaging?<br />When to pitch?<br />Metrics and ROI?<br />Marketing integration?<br />Roles and governance?<br />What to avoid?<br />Resources and budgets<br />and on Facebook<br />
    41. 41. Thank you!<br />Paul Gillin<br />508-656-0734<br />paul@gillin.com<br />gillin.com<br />Twitter: pgillin<br />NewInfluencers.com <br />Free weekly newsletter at gillin.com<br />SSMMbook.com<br />Coming late 2010: Social Marketing to the Business Customer<br />By Paul Gillin & Eric Schwartzman<br />

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