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Practical advice on social media and your marketing mix

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  1. WHAT NOW? Straight talk about your brand and social media Leigh Householder Advergirl.com Spetember 2008
  2. <ul><li>We’ve all been in THAT meeting. </li></ul><ul><li>The one where someone says: “No one watches TV commercials. We all fast-forward through them or just watch the shows online” </li></ul>Stop saying the :30 second spot is dead <ul><li>Reality check: Only 22% of U.S. households have DVRs </li></ul><ul><ul><li>That number won’t even hit 1/3 until 2012 </li></ul></ul><ul><li>Reality check: Only 10% of online consumers have watched a full-length TV program online </li></ul>
  3. <ul><li>Saying traditional media doesn't work, is the easy way out . </li></ul><ul><li>Americans have more choice than ever before. They’re distracted, multi-tasking, over-scheduled and generally a pain in the ass to engage. </li></ul><ul><li>But they’re also still showing up . Online, offline, and everywhere in between: </li></ul><ul><ul><li>We each spend 2 hours / day actively watching TV </li></ul></ul><ul><ul><li>The set is on another 4 in most households </li></ul></ul><ul><ul><li>Our average commute (or time with billboards, radio, bus signs, etc.) is another half hour </li></ul></ul><ul><ul><li>And, then we invest almost another entire hour a day buying stuff </li></ul></ul>Great work still matters in every medium
  4. <ul><li>The new segmentation is: Media choice </li></ul><ul><li>It’s a powerful level to lay over your standard segmentation strategy to make every dollar work harder AND begin an evolution (not a bloody revolution) into new, social media </li></ul>The real challenge is: SEGMENTING <ul><li>TRADITIONALISTS </li></ul><ul><li>Consume TV, radio and print almost exclusively </li></ul><ul><li>Value expert opinions </li></ul><ul><li>May use online tools, but have not made them their own </li></ul><ul><li>INTEGRATORS </li></ul><ul><li>Grew up with traditional media but embrace online and social tools </li></ul><ul><li>Value “pro am” opinions and consensus </li></ul><ul><li>Mix their media choice </li></ul><ul><li>UNPLUGGEDS </li></ul><ul><li>Engage with media across multiple platforms - value immediacy, brevity and choice </li></ul><ul><li>Value peer opinions </li></ul><ul><li>Can text with their eyes closed </li></ul>
  5. <ul><li>The danger in segmenting is in assuming young people behave one way and older people another </li></ul><ul><li>Media choice is a determined by a complex amalgam of age, class, education, opportunity and inclination </li></ul><ul><ul><li>Reality check: Half of all active bloggers are over age 35 </li></ul></ul><ul><ul><li>Reality check: Mom’s powered one of the fasted moving social networks last year (CafeMom). Facebook users: didn’t. </li></ul></ul><ul><ul><li>Reality check: Over 30% of 20-somethings don’t use blogs, social networks, Twitter, or tagging </li></ul></ul>Warning: Age ≠ behavior
  6. <ul><li>Do you have the right story? Is the foundation of your brand compelling and honest? Does it have relevance in the online communities you want to be a part of? </li></ul><ul><li>Do you have the permission? Do a gut check - are your execs ready? Are your customers? </li></ul><ul><li>Do you have the experience? Are you - or can you get - native in social media? Can you dive deep in some communities and test drive others? </li></ul>Brand check: Are you ready to try social?
  7. <ul><li>Is your agency really prepared to translate your traditional brand experience to a social one? </li></ul>Partner check: Is your agency ready? <ul><li>They COULD BE if: </li></ul><ul><li>They talk about your customers like real people (and not demographics) </li></ul><ul><li>They talk about ROI in terms of quality and quantity </li></ul><ul><li>They’ve successfully executed word-of-mouth campaigns </li></ul><ul><li>They‘ve built captive marketing groups or other communities </li></ul><ul><li>They admit they’ve never done it before (just make sure to ask them to share the risk - 50/50 on costs) </li></ul><ul><li>They’re NOT if: </li></ul><ul><li>They promise “viral” </li></ul><ul><li>Only people younger than 25 talk in the meeting </li></ul><ul><li>They spew lingo you don’t understand (and don’t even try to explain it) </li></ul><ul><li>They talk more about the tactic than the connection </li></ul><ul><li>Their proposal seems totally divergent from your core brand </li></ul>
  8. The first thing social changes is the goal <ul><li>Success in Traditional Media </li></ul><ul><li>Engagement Desire </li></ul><ul><li>“ Watch me” “Want Me” </li></ul><ul><li>Success in Social Media </li></ul><ul><li>Trial Pass Along </li></ul><ul><li>“ Try me” “Talk About Me” </li></ul><ul><li>It’s LESS LIKE: </li></ul><ul><li>Proven </li></ul><ul><li>Value </li></ul><ul><li>Buy </li></ul><ul><li>Inclusive </li></ul><ul><li>It’s MORE LIKE: </li></ul><ul><li>New </li></ul><ul><li>Intriguing </li></ul><ul><li>Free </li></ul><ul><li>Exclusive </li></ul>
  9. <ul><li>It depends: On your brand and your audience. </li></ul><ul><li>Baseline: The same percent you invest in any “champion vs. challenger’” media buying . Let’s say, on average, that’s 15%. </li></ul>The big question: How much to spend? <ul><li>Spend less if: </li></ul><ul><li>Your customers rely on primarily expert advice in purchasing products or services like yours </li></ul><ul><li>Your typical customer is over 40 (social media use a percent of the population drops dramatically over 39) </li></ul><ul><li>Your culture is command-and-control </li></ul><ul><li>Spend more if: </li></ul><ul><li>Your customers consider peer reviews or opinions in purchasing products or services like yours </li></ul><ul><li>Your typical customer is under 30 (social media use is pervasive) </li></ul><ul><li>You work for a customer-centric brand </li></ul>
  10. <ul><li>The fundamentals of brand investment haven’t changed: </li></ul><ul><li>It has to be measurable. The ROI models are new, evolving and can be radically different. But if it can’t be measured, it can’t be improved. </li></ul><ul><li>So that you can react and change: Take what you learned and make the next engagement better. </li></ul><ul><li>And be ready to act when you need to: Save a certain percent of your budget to make bold moves. To try new things. You never know where the next big consumer engagement will come from. </li></ul>Measure, change, act
  11. <ul><li>ME: Leigh Householder on Advergirl.com </li></ul><ul><li>Sources: </li></ul><ul><li>Social networking adoption: http://chimprawk.blogspot.com/2008/01/how-many-americans-use-social.html </li></ul><ul><li>Compete’s Top Moving Sites of 2007: http://blog.compete.com/2008/01/17/2006-vs-2007-top-moving-sites/ </li></ul><ul><li>Bureau of Labor Statistics behavior data: http://www.bls.gov/news.release/atus.t08.htm </li></ul><ul><li>Jupiter’s Online Video report: http://newteevee.com/2008/02/08/jupiter-768m-in-video-ads-latent-demand-for-tv-shows/ </li></ul><ul><li>Technorati’s State of the Blogosphere report: </li></ul><ul><li>http://technorati.com/blogging/state-of-the-blogosphere/who-are-the-bloggers/ </li></ul>Other Resources