Social Media Marketing

Social Media: Why Businesses Need to Learn it to Survive! By Larry Jennings I can be your Companies BFF!  Or I can Bring Da Hatez! 

Agenda
Background
Traditional Media
Social Media
What are the Tools of Social Media
Why does Social Media Work for Business
Why is Social Media Important for Business
How Is Business Changing?
How is Social Media Helping?
Notable Examples
Small Businesses using Social Media
Why MUST Businesses Use it?
Americans have access to: 1 trillion web pages 65k iPhone apps 11k radio stations 5,500 magazines 200+ cable TV networks

Background Traditional Methods of Reaching Customers
Broadcast Advertising
TV
Radio
Print Media
Newspapers
Magazines
Direct Marketing
Mail
Flyers
Door to Door
Source: Wikipeida.com More video was uploaded to YouTube in the last 2 months than if ABC, CBS, and NBC had been airing new content since 1948

What is Social Media?
No Solid Definition but Typically Consists of:
User Participation
User Generated Content
Audio, visual, multimedia
Exchange of content
Accelerates information and communication.
Wikipedia launched in 2001. It now features over 13 million articles in more than 200 languages.

What are the Tools of Social Media?

Why is Social Media Important to Business? www.socialnomics.net

Because Business Is Changing!

How is Social Media Changing Business?
Companies are going from “Trying to Sell” to “Making Connections”
Moving from “Large Media Campaigns” to “Small Acts”
From “Controlling Our Image” to “Being Ourselves”
From “Hard to Reach” to “Available Everywhere”
Source: www.mashable.com Myspace, Facebook, & YouTube collectively get 250 million unique visitors per month. None of these sites existed 6 years ago.

What Has Changed? Source: www.viralblog.com

Blogs
Coca-Cola
37signals
Accenture
Flikr
Oscar Meyer
Rubbermaid
Jeep
Twitter
Popeye's
Dell
Comcast
Notable Examples:
Second Life
Toyota
Cisco
Youtube
Blend Tec
Home Depot
Eukanuba
Source: wiki.beingpeterkim.com

3 Great Examples:
Southwest Airlines
“ Make it personal, act fast, don’t rely on numbers alone, don’t be afraid to join the conversation, make it personal, educate employees, live and breath social media, and have fun – it’s not a burden, it’s a gift.”
-Paula Berg, Southwest Airlines
Source: blog.orourkehospitality.com 2009 traditional advertising revenue Newspapers ads r down 18.7% TV ads down 10.1% Radio ads down 11.7% Magazine ads down 14.8%

H & R Block
“ Consumers are beginning to interact with brands a bit differently,” she says. “They’re looking for conversations and the ability to have a relationship with a brand … We wanted to enable that as part of our marketing program.”
-Paula Drum
VP Digital Marketing, H&R Block
3 Great Examples Meanwhile, digital advertising is growing rapidly: Mobile advertising is up 18.1% Web advertising is up 9.2% Source: www.hallme.com , ebizine.com

Zappos
"We let our customers see our culture and decide if we are somebody they can relate with. It breaks down the barriers of consumer vs. company and becomes more about a consumer buying from a friend,“
-Aaron Magness, Zappos
3 Great Examples: Source: www.idgconnect.com Michael Jackson, Swine Flu, and Barack Obama have been this year’s top subjects for malware distributing emails .

Small Business are using Social Media Too!
Howies
Twitter
Last.fm
Kogi BBQ
Twitter
The Marsh Café
Twitter
Foursquare
In February 2008, John McCain raised $11 million for his U.S. Presidential bid . Source: www.mashable.com

Why Must Businesses Use Social Media?
As traditional media declines, business must stay ahead of the curve in communicating and building relationships with customers.
Social Media provides an effective way to do this at a minimum of cost making it effective to companies of all sizes
Same month, Obama attended no campaign fndrsers. Instead, Obama leveraged online networks to raise $55 million in those 29 days .

The Biggest Reason: Customers Are already using Social Media to talk about companies! Views: 1,384,938 as of 10/24/09

Questions???

For More Information
General Social Media:
Mashable
www.mashable.com
ZDNet
www.zdnet.com
Dosh Dosh
www.doshdosh.com
People you should know
Marta Kagan
bonafidemarketinggenius.com
What the F@#K is Social Media!

Sources
Videos/Sources
New “Shift Happens (Did You Know?)” video shows the “shift” is to social media
Video: http://socialnomics.net/2009/09/24/new-shift-happens-did-you-know-video-shows-the-shift-is-to-social-media/
Sources: http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/
The Break Up
Microsoft’s Great B2B Viral ‘The Break Up’
http://www.viralblog.com/viral-commercials/microsofts-great-b2b-viral-the-break-up/
Comcast Technician sleeping on couch
http://www.youtube.com/watch?v=CvVp7b5gzqU
Cell Phone Statistics:
Video: http://www.xplane.com/company/news/2009/09/16/did-you-know-4-0/
Sources: http://shifthappens.wikispaces.com/Sources

Sources
Sources:
Twenty-two power laws of the emerging social economy
Posted by Dion Hinchcliffe @ 1:41 pm, October 5th, 2009
http://blogs.zdnet.com/Hinchcliffe/?p=961&tag=nl.e539
Describes some of the business and technological principles behind social media
4 Ways Social Media is Changing Business
September 22nd, 2009 | by Soren Gordhamer
http://mashable.com/2009/09/22/social-media-business/
Describes what shifts are occurring in social media and business.
Various Notable Examples:
http://wiki.beingpeterkim.com/
This is a wiki that contains about 1300 examples of social media in use for business
Southwest Airlines Leverages Social Media Tools
Thursday, October 8th, 2009
http://blog.orourkehospitality.com/2009/10/southwest-airlines-leverages-social-media-tools/
Article describing the effect that social media has had on Southwest Airlines
H&R Block Embraces Social Media, Uncle Sam’s Everywhere Cringe
June 19th, 2008 by Hall
http://www.hallme.com/blog/hr-block-social-media/
a synopsis of how H&R Block is using Social Media
Case Study: H&R Block Gets Big Buzz through Social Media for Digital Products: How to Test and Pick Channels
Untitled but reprinted from a marketing magazine
http://ebizine.com/social-media/case-study-hr-block-gets-big-buzz-through-social-media-for-digital-products-how-to-test-and-pick-channels/.
A More detailed study about the approach that was taken in launching H&R Blocks Social Media Campaign.
Zappos gets savvy with social media 10/19/2009
http://www.idgconnect.com/index.cfm?cid=116&pk=13319&event=showarticle
Article Discussing the Use of Social Media by Zappos

Social Media Marketing

by Larry Jennings on Dec 10, 2009

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Social Media Marketing — Presentation Transcript

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