Myjive Inc: Social Media Marketing - Rethinking Traditional Marketing PlansPresentation Transcript
Ron Edelen Creative Director
Print is not dead.
Online follows Offline
We are seeing more and more offline campaigns being superseded by online techniques.
The real power is in integrated campaigns - synergizing online solutions with traditional marketing plans.
Currently, integrated marketing plans fall short. Though commercial Web has been around for over a decade, it is still viewed as the “other” for businesses, agencies and independent marketers.
What is “online?” In today’s terms, what does it mean to marketers?
Google is the Internet?
Past trends show that marketers are obsessed with “search.”
Today, stats show Facebook [FB] referring more traffic than Google. Not entirely surprising, considering FB currently has 180 millions register users in counting.
We use Google to find out where to go next. We use Facebook to… hang out .
So if FB is generating better referrals, why is “hanging out” producing better results than search optimization? First, we need to discuss what it means to hang-out “inside” the Internet.
Our lives are streaming .
Life Streaming: A singular, continuous stream of consciousness made openly available to another.
Analogy: Being John Malkovich - climb inside the head of someone and experience their day via a digital smorgasbord of text messages, blog posts, comments, twits, GPS tagged photos, video, feeds, and more. —Damien Mulley, "Being Damien Mulleyvitch," Sunday Tribune, July 22, 2007
We are social beings, restless and awake 24/7, communicating in the clouds, thousands of miles apart, stimulating new potential and influencing change.
Welcome to Social Media.
They are following.
So I am hanging out, my life is streaming. How could that possibly be valuable?
As an individual, Social Media [SM] is worthless. As a group of individuals, it’s gold. (An army of consumers SHARING steams of vested interest in your brand.)
Misconception: For marketers, social networking is not just about display advertising.
The real value is in all the other things you can do with it - getting more leverage with consumers by providing applications and widgets that help people chat, create and share content.
I’d like to thank the Academy
Nielsen Online reported 11% of viewers of this years Academy Awards were surfing the web while they watched.
FB users logged an average of 76 minutes, screening roughly 50% more of the Oscars than the avg viewer.
Twitterers delivered more than 100,000 tweets during the broadcast.
Shows huge potential for TV programmers to collaborate with Social Media Marketers.
Using social media to market your business is a very good idea - Just don’t expect it to be free.
B.L. Ochman from business week: “For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time.”
Myth: It’s Free!
Most of the tools I just mentioned are free and some are the viral force behind many social media campaigns.
However, selecting the right tool, platform integration, maintaining and monitoring all takes skill, time and money.
An effective SM campaign starts at $50k for the first two to three months.
Myth: It’s Free!
Your initial SM marketing budget would focus on the creation of a microsite that becomes the center of a community.
Developed widgets/apps to distribute content
Set-up credible groups on Facebook, Flickr, Twitter and Social Networking platforms to enhance the community.
Custom attributes then add to programming and design costs.
Myth: SMM is Easy!
Twitter is easy. Facebook, not to hard, just takes time. In a few seconds, I can have my photos on Flickr. No problem, right?
But how do I tie them all together, maintain group interest, encourage and measure activity, monitor relevance, drive traffic, and ultimately make money?
Who are the social media gurus and experts? Are they integrating with other advertising plans (print, TV, outdoor, etc.)? Public Relations?
Myth: Build Buzz Quickly
Unless you are already a rock-star, things don’t happen overnight.
SMM takes planning, persistence, and sometimes daily engagement over a period of months before seeing substantial and measurable results.
Tip: Twitter is the current Gunslinger.
Myth: If You Build It They will come.
This has NEVER been true. This goes for any campaign, digital or not.
Unless there is activity driving traffic to the social media campaign (targeting multiple groups, article posts, ratings/reviews, etc.) you will get nothing from it, no matter how cool it might be.
The power of “word of mouse.”
Myth: Can’t be Measured
All kinds of statistics are available from almost any hosting provider. Precise traffic/usage statistics such as Google Analytics provide more data than needed.
Blog comments, discussions, and click-through tracking (affiliate tracking) provide real-time results on activity.
Now, what do you do with this data?
Welcome to Comcast Town
My Starbucks Ideas
New sensation sending shiver, flying further, dreaming bigger.
Single cable one decision, Internet-phone television.
High-speed Internet elation, crazy fast acceleration.
Awe-inspiring screaming yelling.
Voice mail, email, all connected. I. D. friend detected.
Kelly calling, conference Karen.
So much stuff to share with Sharon.
More HD awesome addition, death defying definition.