Using Social Tools To Connect With Your Market (4)

Using Social Tools to Connect with Your Market Paul Young & Melissa Mines

Welcome

Expectations?

Source: Brian Ellefritz, Cisco Systems

Social Tools

Humans Talk.

Drive to store Visit the neighbor Word of mouth Demo on YouTube Read a blog Discuss in a forum

Trust!

People Trust Their Friends.

RO I

Dell made $1M in 18 months on Twitter

Social tools are sniper rifles, not shotguns.

Sources: CIA World Factbook, Facebook Blog – January 9, 2009 Facebook would be the World’s 7 th largest country

$90,000

Average Yearly Salary of LinkedIn Users

Source: Anderson Analytics, November 2008

4X

Social networking has grown 4X in three years.

Source: Pew Internet & American Life Project: Adults and Social Network Websites, Jan 14, 2009

57%+

of U.S. Internet users 18-34 have a profile on a social networking site

75%

of social networking users visit at least once per week.

Older Users

Are just as likely to read blogs as younger users!

Black

U.S. Internet users are twice as likely as Whites to have a profile on a social networking site.

$103

Average online spend per month by social networking users

Source:NetPop - Jan 14, 2009

Social Users

Are just as likely (10%) to get their news at their social site as they are to get it from: NPR , “ The Daily Show ,” “ The Colbert Report ,” “ NBC Nightly News ,” or “ ABC World News Tonight ”

752%

Twitter’s growth rate in 2008

Source: Mashable.com, Jan 9, 2009

114,000,000

Wordpress.com unique users per month

Source: TechCrunch.com – Dec 31, 2008

85/80

Average number of followers/following for Twitter users

Source: HP Labs – Jan 2009

85%

Of social tools users believe that companies should interact with their customers via social tools.

Source: Cone – 2008 Business in Social Media Study

Social Listening

! Twitter…follow Facebook…friend Blog…comment

Raw Data > Actionable Conversation ! ? blah LOL “ Competitor”

“ Hello, my name is Paul Young. I saw your comment on blog X about competitor A’s product. You had some interesting thoughts that could help us build better products for you. As a Product Manager at Dell, my job is to get opinions of people like you so that we build the right features. I’d like to get your opinions on a few key areas. Would you be willing to talk on the phone with me for 20 minutes ? This isn’t a sales call , I’m only interested in building a product that can best serve the needs of customers like you. When would be a good time for me to call?”

Social Conversation

- - - - - “ It’s all about me .”

+ + + + + + + + + + + + “ It’s all about us .”

Case Study: Cisco ASR

Source: Cisco Social Media Team

A New Mantra… Global reach Online reveal Online (addictive) game www.cisco.com/go/edgeques t Pre-launch buzz videos Blogs Source: Cisco Social Media Team VIRAL VIRTUAL VISUAL

Beyond the Tactics Respond Find Take Action Source: Cisco Social Media Team Monitor & Listen “ I love how Cisco promoted the video series via their blog, Twitter profile, and Facebook page” Brian Ellefritz Marketing @ Cisco

Launch Converse