Web Intelligence For Small and Medium Enterprises

WEB INTELLIGENCE FOR SMALL AND MEDIUM ENTERPRISES Social Media Marketing Tools and techniques for Small and Medium Enterprises Udine, February 28th, 2011© Friuli Innovazione

TRADITIONAL MARKETING vs SOCIAL MEDIA MARKETING TRADITIONAL MARKETING One dimensionale One-way communication Marketing plans High costs Low efficiency Small and Medium Business should turn to SOCIAL MEDIA MARKETING Interaction Two-way communication Low Costs High Efficiency High Innovation 2

WHY AND HOW SHOULD WE CONSIDERSOCIAL MEDIA MARKETING AND WORD OF MOUTH MARKETING? 3

SOCIAL MEDIA REVOLUTIONhttp://www.youtube.com/watch?v=sIFYPQjYhv8 4

WHY? EVOLUTION OF TECHNOLOGIES Change the way people use Web… …from getting information to sharing information 6

WHY? MAIN FEATURES OF WEB 2.0 SITES• User Generated Content (UGC), tools for publishing and sharing contents• Hands-on, collaboration, bidirectional communication• Easily accessible (even for aged users)• Social networks, community, passions, products (es Nutella),…• Folksonomy, tagging, users organize contents• Mass collaboration, mass-intelligence, co-creation of products• Content remixing, mashup, aggregator• Web as a platform, services oriented facilities (Google docs, LinkedIn, Doodle, Cnn iReport,…)• … 7

WHY? DIMENSION OF THE SOCIAL PHENOMENON HOW MANY PEOPLE USE SOCIAL MEDIA? WHAT DO THEY DO? 8

WHY? NOT ONLY TEENS…http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ 10

WHY? BLOGGERS WORLWIDE Demographic Data USA Bloggers European Asian Bloggers Bloggers Gender Male 57% 73% 73% Age 18-34 42% 48% 73% 35+ 58% 52% 27% Single 26% 31% 57% Full-time employee 56% 53% 45% Income > $ 75,000 51% 34% 9% Education: High School 74% 67% 69% Monthly average of 18.000 24.000 26.000 unique visitors 11

http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html# 13

WHY? THE SOCIAL INFLUENCEUsers online get organized in communities and talk about their life,product they use, brands they love (37% of bloggers write reviewsabout products and brands, 41% of bloggers write about brand theylike/dislike)Every company has a web site providing controlled istitutionalinformation.Istitutional Web site is surrounded by online conversation about thecompany/brand/products (non-controlled word of mouth) THE SOCIAL INFLUENCE IS IMPORTANT BECAUSE USERS TRUST IN OTHER CONSUMERS’ EXPERIENCES 14

WHY? THE CLUETRAIN MANIFESTOThe manifesto was written in 1999 by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. A printed publication whichelaborated on the manifesto was published in 2000 by Perseus Books (ISBN 0-7382-0431-5) under the same name. The Cluetrain Manifesto is a set of 95 theses. The ideas put forward within the manifesto aim to examine the impact of the Internet on both markets (consumers) and organizations. In addition, as both consumers and organizations are able to utilize the Internet and Intranets to establish a previously unavailable level of communication both within and between these two groups, the manifesto suggests that the changes that will be required from organizations as they respond to the new marketplace environment. 15

WHY? THE CLUETRAIN MANIFESTO (SYNTHESIS)• Historically, the authors state, the marketplace was a location where people gathered and talked to each other: they would discuss available products, price, reputation and in doing so connect with others. Internet is providing a means for anyone connected to the internet to re-enter such a virtual marketplace and once again achieve such a level of communication between people. This, prior to the internet, had not been available in the age of mass media.• The ability of the internet to link to additional information – information which might exist beyond the formal hierarchy of organizational structure or published material from such an organization – acts as a means of subverting, or bypassing, formal hierarchies.• The same technology connecting people into markets outside of organizations, is also connecting employees within organizations. These networks create a more informed marketplace/consumer through the conversations being held. The information available in the marketplace is superior to that available from the organizations themselves.• The authors, through the remaining theses, then examine the impact that these changes will have on organizations and how, in turn, organizations will need to respond to the changing marketplace to remain viable. 16

WHY? THE CLUETRAIN MANIFESTO (SYNTHESIS)• With the emergence of the virtual marketplace, the authors indicate that the onus will be on organizations to enter the marketplace conversation and do so in a way that connects with the ‘voice’ of the new marketplace or risk becoming irrelevant.• The authors then list a number of theses that deal with the approach that they believe organizations will need to adapt if they are to successfully enter the new marketplace as it is claimed that those within the new marketplace will no longer respond to the previously issued mass-media communications as such communication is not ‘authentic’.• When implemented correctly, intranets re-establish real communication amongst employees in parallel with the impact of the internet to the marketplace and this will lead to a hyperlinked organizational structure within the organization which will take the place of (or be utilized in place of) the formally documented organization chart. 17

WHY? THE CLUETRAIN MANIFESTO (SYNTHESIS)• The ideal, according to the manifesto, is for the networked marketplace to be connected to the networked intranet so that full communication can exist between those within the marketplace and those within the company itself. Achieving this level of communication is hindered by the imposition of ‘command and control’ structures but, ultimately, organizations will need to allow this level of communication to exist as the new marketplace will no longer respond to the mass-media ‘voice’ of the organization. Paranoia kills conversation. Thats its point. But lack of open conversation kills companies. 18

HOW? WORD OF MOUTH MARKETING* • It is a new philosophy of business. • It is about honesty and admiration. • It is about making people happy. There is only a rule: EARN THE RESPECT AND RECOMMENDATION OF YOUR CUSTOMERS; AND THEY WILL DO THE REST. • TREAT PEOPLE WELL; THEY WILL DO YOUR MARKETING FOR YOU, FOR FREE. • BE INTERESTING, OR BE INVISIBLE.Source: A. Sernovitz, “Word of Mouth Marketing – how smart companies get people talking”, Kaplan Publishing 19

HOW? WORD OF MOUTH MARKETING* WORD OF MOUTH MARKETING IT’S ABOUT MAKING YOUR STUFF AND YOUR COMPANY WORTH TALKING ABOUT. People are already talking about you, and people are waiting for you to join the conversation. learn the right way to participate!Source: A. Sernovitz, “Word of Mouth Marketing – how smart companies get people talking”, Kaplan Publishing 20

HOW? WORD OF MOUTH MARKETING* TRADITIONAL MARKETING 4 P’s (Product, Price, Place, Promotion): these elements are the basic, tactical components of a marketing plan. WORD OF MOUTH MARKETING TALKERS TRACKING TOPICS 5 T’s TAKING TOOLS PARTSource: A. Sernovitz, “Word of Mouth Marketing – how smart companies get people talking”, Kaplan Publishing 21

http://www.youtube.com/user/Blendtec 22

HOW? T-Mobile http://www.youtube.com/watch?v=VQ3d3KigPQM 23

HOW? T-Mobilehttp://www.youtube.com/watch?v=orukqxeWmM0 24

HOW? WORD OF MOUTH MARKETING – WHY TRACKING? BRAND Analyse the perception of brands PRODUCT Find out opinions about products COMPETITOR Benchmark the competitionWORD OF MOUTH Act on Word of Mouth Marketing MARKETING INFLUENCE Identify influencers or evangelists 26

HOW? WORD OF MOUTH MARKETING – WHY TRACKING?Tracking Web and CGM • Competitors • New Technologies • Intellectual Property • Confidenatial information • Specific community (Apple insider) • New competitors • Etc. 27

HOW? TRACKING BY infoFACTORY BEST SEARCH FILTER EXTRACT ANALIZE REPORT ACTION PRACTICE WHERE? WHEN? WHAT? HOW? WHO?PLACES MEDIA TOPICS GENERAL KIND OF PRESSURE SENTIMENT USERTYPOLOGY VALUES EVENTS SENTIMENT SENTIMENTSENTIMENT CRITICAL ABOUT EVOLUTION SITUATIONS TOPIC/ INFLUENCERIMPORTANCE OF TOPICS PARAMETER KIND OF EVANGELIST CYCLICITY OPINIONS DENIGRATOR 28

THANK YOU FOR ATTENTION PAID 29

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Web Intelligence For Small and Medium Enterprises

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