Myjive Inc: Social Media Marketing - Rethinking Traditional Marketing Plans


Published on

Published in: Technology, Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Myjive Inc: Social Media Marketing - Rethinking Traditional Marketing Plans

  1. 1. Ron Edelen Creative Director
  2. 2. Print is not dead.
  3. 3. But…
  4. 4. Online follows Offline <ul><li>We are seeing more and more offline campaigns being superseded by online techniques. </li></ul><ul><li>The real power is in integrated campaigns - synergizing online solutions with traditional marketing plans. </li></ul><ul><li>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. </li></ul><ul><li>What is “online?” In today’s terms, what does it mean to marketers? </li></ul>
  5. 5. Google is the Internet? <ul><li>Past trends show that marketers are obsessed with “search.” </li></ul><ul><li>Today, stats show Facebook [FB] referring more traffic than Google. Not entirely surprising, considering FB currently has 180 millions register users in counting. </li></ul><ul><li>We use Google to find out where to go next. We use Facebook to… hang out . </li></ul><ul><li>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. </li></ul>
  6. 6. Our lives are streaming . <ul><li>Life Streaming: A singular, continuous stream of consciousness made openly available to another. </li></ul><ul><li>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, &quot;Being Damien Mulleyvitch,&quot; Sunday Tribune, July 22, 2007 </li></ul><ul><li>We are social beings, restless and awake 24/7, communicating in the clouds, thousands of miles apart, stimulating new potential and influencing change. </li></ul><ul><li>Welcome to Social Media. </li></ul>
  7. 9. They are following. <ul><li>So I am hanging out, my life is streaming. How could that possibly be valuable? </li></ul><ul><li>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.) </li></ul><ul><li>Misconception: For marketers, social networking is not just about display advertising. </li></ul><ul><li>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. </li></ul>
  8. 11. I’d like to thank the Academy <ul><li>Nielsen Online reported 11% of viewers of this years Academy Awards were surfing the web while they watched. </li></ul><ul><li>FB users logged an average of 76 minutes, screening roughly 50% more of the Oscars than the avg viewer. </li></ul><ul><li>Twitterers delivered more than 100,000 tweets during the broadcast. </li></ul><ul><li>Shows huge potential for TV programmers to collaborate with Social Media Marketers. </li></ul>
  9. 12. Hot Tools <ul><li>Facebook and Facebook Connect </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>FriendFeed (bring it all together) </li></ul><ul><li>YouTube (Vimeo) </li></ul><ul><li>Others: MySpace, Ning, WordPress (blog), Digg (review sites) </li></ul>
  10. 13. Myth Busting <ul><li>Using social media to market your business is a very good idea - Just don’t expect it to be free. </li></ul><ul><li>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.” </li></ul>
  11. 14. Myth: It’s Free! <ul><li>Most of the tools I just mentioned are free and some are the viral force behind many social media campaigns. </li></ul><ul><li>However, selecting the right tool, platform integration, maintaining and monitoring all takes skill, time and money. </li></ul><ul><li>An effective SM campaign starts at $50k for the first two to three months. </li></ul>
  12. 15. Myth: It’s Free! <ul><li>Your initial SM marketing budget would focus on the creation of a microsite that becomes the center of a community. </li></ul><ul><li>Developed widgets/apps to distribute content </li></ul><ul><li>Set-up credible groups on Facebook, Flickr, Twitter and Social Networking platforms to enhance the community. </li></ul><ul><li>Custom attributes then add to programming and design costs. </li></ul>
  13. 16. Myth: SMM is Easy! <ul><li>Twitter is easy. Facebook, not to hard, just takes time. In a few seconds, I can have my photos on Flickr. No problem, right? </li></ul><ul><li>But how do I tie them all together, maintain group interest, encourage and measure activity, monitor relevance, drive traffic, and ultimately make money? </li></ul><ul><li>Who are the social media gurus and experts? Are they integrating with other advertising plans (print, TV, outdoor, etc.)? Public Relations? </li></ul>
  14. 17. Myth: Build Buzz Quickly <ul><li>Unless you are already a rock-star, things don’t happen overnight. </li></ul><ul><li>SMM takes planning, persistence, and sometimes daily engagement over a period of months before seeing substantial and measurable results. </li></ul><ul><li>Tip: Twitter is the current Gunslinger. </li></ul>
  15. 18. Myth: If You Build It They will come. <ul><li>This has NEVER been true. This goes for any campaign, digital or not. </li></ul><ul><li>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. </li></ul><ul><li>The power of “word of mouse.” </li></ul>
  16. 19. Myth: Can’t be Measured <ul><li>All kinds of statistics are available from almost any hosting provider. Precise traffic/usage statistics such as Google Analytics provide more data than needed. </li></ul><ul><li>Blog comments, discussions, and click-through tracking (affiliate tracking) provide real-time results on activity. </li></ul><ul><li>Now, what do you do with this data? </li></ul>
  17. 20. Highlighted Campaigns <ul><li>Welcome to Comcast Town </li></ul><ul><li>My Starbucks Ideas </li></ul><ul><li>Dell’s IdeaStorm </li></ul><ul><li>CafeMom </li></ul>
  18. 22. Sing*a*long <ul><li>New sensation sending shiver, flying further, dreaming bigger. </li></ul><ul><li>Single cable one decision, Internet-phone television. </li></ul><ul><li>High-speed Internet elation, crazy fast acceleration. </li></ul><ul><li>Awe-inspiring screaming yelling. </li></ul><ul><li>R-O-T-F-L-O-L ing. </li></ul><ul><li>Voice mail, email, all connected. I. D. friend detected. </li></ul><ul><li>Kelly calling, conference Karen. </li></ul><ul><li>So much stuff to share with Sharon. </li></ul>
  19. 23. Sing*a*long <ul><li>More HD awesome addition, death defying definition. </li></ul><ul><li>Ninjas cowboys gangster coppers, huge explosions helicopters. </li></ul><ul><li>Films fantastic shows outstanding, mother loads of On Demanding. </li></ul><ul><li>Home-town show-down perfect timing, courtside kicking back un-winding. </li></ul><ul><li>Happy high-tech automatic, exponentially... ecstatic. </li></ul><ul><li>Speeding forward future hopping. </li></ul><ul><li>Always dreaming, never stopping. </li></ul>
  20. 24. Comcast Town <ul><li>A cross-platform campaign called Dream Big. </li></ul><ul><li>TV spots and in-store materials all drive traffic to a website experience called Comcast Town. </li></ul><ul><li>Virtual game-like world with social integration via Facebook connect. </li></ul><ul><li>The campaign indulges on the average American’s life-streaming needs. </li></ul>
  21. 31. Listen, Learn, Act. <ul><li>Listening is a combination of research methods. With Social Media, we listen daily. </li></ul><ul><li>Brands do best by helping users do what they like - eMarketer reports that in 2009 more than 44% of Internet users will visit a social network at least once per month. </li></ul><ul><li>In December, Dell reported their &quot;Dell Outlet Twitter&quot; account drove $1 million in revenue. </li></ul><ul><li>Twitter: The new face of social media and how it’s changing organizations. </li></ul><ul><li>Calculating Twitters ROI - social media as an efficiency driver. </li></ul>
  22. 34. Monitor Yourself <ul><li>Social Media is Public Relations. </li></ul><ul><li>Social Media is Brand Development - Brand loyalty proving critical in this economy. </li></ul><ul><li>As a company or individual, there are tools to monitor what’s being said about you. </li></ul><ul><li>Set up alerts, check out news groups, monitor LinkedIn and Facebook groups, look at reviews (blogs, re-sellers, etc.), and frequently check where you traffic is coming from. </li></ul>
  23. 35. Ron’s Predictions <ul><li>Niche Social Media on the Rise </li></ul><ul><li>Huge growth in mobile will lead to new social media evolutions both in technology and behavior. </li></ul>
  24. 36. Thank You! <ul><li>LinkedIn: </li></ul><ul><li>Design Related: </li></ul><ul><li>Twitter: myjive </li></ul><ul><li>Chat (IM): myjive </li></ul><ul><li>Skype: myjive </li></ul><ul><li>MySpace: </li></ul><ul><li>Blog: </li></ul><ul><li>Website: </li></ul>
  25. 37. References/Resources <ul><li>Facebook sends more traffic than Google </li></ul><ul><li>How to monitor what is being said about you </li></ul><ul><li>Marketers adapt as Social Networks attract older users </li></ul><ul><li>Comcast Town </li></ul><ul><li>Twitter Contest helps Companies Boost Sales </li></ul><ul><li>Pluggin into social networkers behaviors </li></ul>
  26. 38. References/Resources <ul><li>Debunking Social Media Myths </li></ul><ul><li>Could Social Networking Bolster the :30 Spot? </li></ul><ul><li>10 Social Networking Site for Moms </li></ul><ul><li>Cafemom </li></ul><ul><li>One shot of Coffee and two shots at changing the way Starbucks is run </li></ul>
  27. 39. References/Resources <ul><li>MyStarBucksIdeas </li></ul><ul><li>Integrated Marketing Plans Fall Short </li></ul>