The State of Social Media
    in United States

   How do we leverage it
   effectively for business?	

                  ...
Defining “Social Media”

 • Social Media is an umbrella term used to describe the digital
   networks and tools that enabl...
Technology fuels the growth
  1955 study showed WOM was 7x more effective then
   newspaper advertising, 5x more effectiv...
The Social Media Universe:
Interesting Stats


Social networking is expected to generated $4.8B in
revenue by 2012 for IBM. Source: Horizon Watch


T...
Social Media & Impact on
Evolving Media Landscape
From Mass Media to Social Media




    From scarcity…….to abundance.
Today’s media landscape
  People “graze” through the day from different sources.
   And they increasingly put content bac...
Role of Social Media &
Implications for Marketers
Social Media in the Marketing Mix
To achieve maximum impact, it is essential to align social media with search with
other ...
Understanding Socialgraphics

                          Demographic

                           Geographic

              ...
13



Social Channel Modeling
  Where are your consumers within the social grid?
  Social “Influencers” are increasingly...
14



Voice of the Consumer
  Understand consumer sentiment and needs


  Disrupt the norm and influence change


  Inv...
Develop Content to Satisfy Need

                              80,000 monthly
                         How To related sear...
Practical Applications
   of Social Media
Create Demand
Selling Products
  Dell has conducted $6.5 million in direct sales @DellOutlet

  @DellOutlet - 1.5 million followers 3 ...
Launch New Products
Interact with Customers
Interact with Customers
Dealing with Controversy
Encourage Engagement
When 7 = 350,000,000
Engage Influencers
Stay Connected to Loyal Followers
Press Release Fosters Social Media




  37,000 pick ups of the release on the Internet

  Blogs and Social Media bookma...
Key Activities
of Social Media
Monitor the Market Conversation

  Why monitor the market
   conversation?
     To understand what the
      marketplace...
Listening Tools
By creating the right conversation criteria, you can use technology to
collect and sort all of the relevan...
Identify and Engage Influencers
Why identify and engage the
 influencers?
   –  To establish some prioritization
      as ...
Engage 10 to Influence 1000
    Monitoring enables you to sift through the “clutter” to connect with relevant
   conversat...
The C-level Influencer
                Padmasree Warrior is Cisco Systems' Chief Technology Officer. As
                CT...
The C-level Influencer?




URLs Cited counts the number of times you are passing along a proper URL via Twitter. This met...
The Real Influencer


                                         Unique                                                     ...
Maximize Digital Asset Distribution

Why maximize digital asset
 distribution?
  – To ensure maximum
    portability and u...
Empower Constituent Advocacy
Why empower constituent
 advocacy?

  – To build and foster a
    sense of community
    amon...
Microsoft’s MVPs empowers community




40
Walmart’s 11 Moms gives consumers a voice
Developing your
Social Media Strategy
Social Brand Strategy
Brands must choose the role they want to play in social media…
Defining the social brand means decid...
Mapping the Process is critical
  Conversation Map: a thorough survey of what people are saying about
   brands and topic...
Integrate into Content Creation Cycle

                Keyword Analysis                                                Act...
Develop a Center of Excellence	

  The Center of Excellence (COE) is a solution designed
   to facilitate standard compli...
Training Strategy
Recommended Approach
        Led by central social media manager
        Uses existing guidelines & cr...
Develop Triage Matrix
Ailment       Symptom          Influence     Diagnosis      Triage       Resolution


Customer      ...
Organizational Model




             Distributed               Centralized           Coordinated
             Organic gr...
More Than Just Marketing

Product             Customer                                Sales &
                            ...
Measuring Social Media
The biggest challenge facing Social Media
Opinion, Influence, and Trust
                             • Tactics: Political campaigns,

             Form/Change
     ...
Awareness, Trials and Launches

            Generate       • Tactics: Mass advertising, media
                            ...
Comparison, Need, and Association

              Product
                           • Tactics: Survey/Poll news
          ...
Key Social Media
   Learning's
You can’t control, only influence it

  Facilitate conversation
   about your brand, product
   or service


  How to co...
Monologue vs. Conversation
  Revit is purpose-     How do I build       -  Listening program alert
   built for BIM!      ...
Don’t Ignore Bloggers
  Kryptonite: “Our customers
   don’t read blogs”
  Yeah, but reporters do…
  “Picked by a Bic” i...
Advocates Trump Followers
  Generate advocates – not followers

  Starbucks has 860,000 followers vs. 50,600 for Dunkin
...
Best Practice Recap
  Actively listen and observe before getting started

  Establish clear objectives and success metri...
Thank You.
     eMail: bill@whunt.com
            Twitter: billhunt
      Blog: www.whunt.com
Site: www.back-azimuth.com
The State of Social Media in USA
The State of Social Media in USA
The State of Social Media in USA
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Bill Hunt durante la presentación de "Open Brands" en las oficinas del Grupo Ogilvy en Madrid y Barcelona

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The State of Social Media in USA

  1. 1. The State of Social Media in United States How do we leverage it effectively for business? Bill Hunt Back Azimuth Consulting
  2. 2. Defining “Social Media” • Social Media is an umbrella term used to describe the digital networks and tools that enable people to communicate, interact and share content with one another   Social Media networks are digital communities (e.g., Web sites and mobile experiences centered around user participation and user-generated content)   Social Media tools are technologies (e.g., blogs, RSS feeds, podcasts, profiles, email) that enable content sharing (e.g. videos, data, music) It is NOT an advertising and a branding platform. It’s a hyper- interactive relationship-builder. Use it to deepen longer-term relations.
  3. 3. Technology fuels the growth   1955 study showed WOM was 7x more effective then newspaper advertising, 5x more effective then a personal sales pitch (Source: Katz and Lazarsfeld)   Blogs, communities, and collaboration technology has allowed us to interact and spread the word virally, using Web 2.0 technology
  4. 4. The Social Media Universe:
  5. 5. Interesting Stats Social networking is expected to generated $4.8B in revenue by 2012 for IBM. Source: Horizon Watch There are more than 110 million active users on the Facebook social networking Web site, and that is the fastest adoption growth ever for demographic users aged 25 and over Source: Gartner
  6. 6. Social Media & Impact on Evolving Media Landscape
  7. 7. From Mass Media to Social Media From scarcity…….to abundance.
  8. 8. Today’s media landscape   People “graze” through the day from different sources. And they increasingly put content back into it. I can get whatever I want, when I want it, how I want it. Everyone’s pattern is different.
  9. 9. Role of Social Media & Implications for Marketers
  10. 10. Social Media in the Marketing Mix To achieve maximum impact, it is essential to align social media with search with other channels and communications media to increase “Consumer Intersection” Awareness Generation Corporate/Product Sites Blogs & News Sites Mass Media/Adverts Press/PR Events/Promotions Word of Mouth Search Engines Social Media Social Media Create initial awareness of product/service Engagement, Lead Engagement Capture, Commerce
  11. 11. Understanding Socialgraphics Demographic Geographic Psychographic Behavioral Socialgraphic Source: Altimeter Group
  12. 12. 13 Social Channel Modeling   Where are your consumers within the social grid?   Social “Influencers” are increasingly relied upon by certain segments before purchases are made   Consumer sentiment and popularity provide predictive indicators for market acceptance and the Voice of the Consumer   Social channels are often engaged after a search experience.
  13. 13. 14 Voice of the Consumer   Understand consumer sentiment and needs   Disrupt the norm and influence change   Invest in portfolio based content that will drive adoption of the products quicker   Remain responsive to changes & opportunities
  14. 14. Develop Content to Satisfy Need 80,000 monthly How To related searches 10,000 Social mentions
  15. 15. Practical Applications of Social Media
  16. 16. Create Demand
  17. 17. Selling Products   Dell has conducted $6.5 million in direct sales @DellOutlet   @DellOutlet - 1.5 million followers 3 million connections
  18. 18. Launch New Products
  19. 19. Interact with Customers
  20. 20. Interact with Customers
  21. 21. Dealing with Controversy
  22. 22. Encourage Engagement
  23. 23. When 7 = 350,000,000
  24. 24. Engage Influencers
  25. 25. Stay Connected to Loyal Followers
  26. 26. Press Release Fosters Social Media   37,000 pick ups of the release on the Internet   Blogs and Social Media bookmarks outrank site 28
  27. 27. Key Activities of Social Media
  28. 28. Monitor the Market Conversation   Why monitor the market conversation?   To understand what the marketplace is (or isn’t) saying about your brand, product, service, etc.   To start to understand the tone and impact of that conversation   To begin identifying areas of opportunity for helping shape that conversation and to gather valuable market intelligence
  29. 29. Listening Tools By creating the right conversation criteria, you can use technology to collect and sort all of the relevant conversations across blogs, forums, Twitter, social networks and review sites. Then strategists apply insight and recommended action to every report  Radian6: A keyword-driven platform that collects social Web mentions across multiple global markets. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media.  Crimson Hexagon: This platform is great for following and reporting sentiment and opinion. It is one of the few platforms on the market that can provide superior automated opinion reporting. Ideal for benchmarking measurement and informing strategy.  Visible Technologies: A more comprehensive solution to enterprise-level monitoring and response, enabling large organizations to engage with bloggers on a daily basis. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media at a large scale.
  30. 30. Identify and Engage Influencers Why identify and engage the influencers? –  To establish some prioritization as to who is impacting the market conversation the most –  To develop strategies for engaging those influencers through social media capabilities –  To establish enduring and mutual productive relationships with the influencers –  To empower their advocacy of your product or capability
  31. 31. Engage 10 to Influence 1000 Monitoring enables you to sift through the “clutter” to connect with relevant conversations for direct engagement and activation in a repeatable, systematic and focused process "   Identify and access influential blogs and bloggers in communities and social networks to effective execution "   Understand the language and needs of community "   Weave relevant ‘blog’ links into the brand Web presence to connect visitors with the voice of communities and influencers WOMM - users cluster around "   Capitalize on opportunities to improve relevance in brand topics and recombine conversations and break-through to engage and influence users each other’s ideas in new ways. "   Gain accuracy in identifying participants and communities with knowledge and influence "   Ability to really drive the marketing cycle from listening, to conversing to conversion
  32. 32. The C-level Influencer Padmasree Warrior is Cisco Systems' Chief Technology Officer. As CTO, she is responsible for helping drive the company's technological innovations and strategy, and works closely with its senior executive team and board of directors to align these efforts with Cisco's corporate goals. As an evangelist for what's possible, she pushes the organization to stretch beyond its current capabilities – not just in technology, but also in its strategic partnerships and new business models. (SOURCE: Cisco.com)
  33. 33. The C-level Influencer? URLs Cited counts the number of times you are passing along a proper URL via Twitter. This metric is an important part of a Twitter user's Signal-to-Noise Ratio but is also interesting as it helps identify users who are more likely to share content via the Internet. (DATA: Previous Seven days)
  34. 34. The Real Influencer Unique References is the # of Retweeters is a times other people count of the # of have referenced you. individual Twitter users who retweet you. } { Unique Retweeted is a count of the # of } individual Twitter users you retweet. URLs Cited counts the number of times you are passing along a proper URL via Twitter. This metric is an important part of a Twitter user's Signal-to-Noise Ratio but is also interesting as it helps identify users who are more likely to share content via the Internet.
  35. 35. Maximize Digital Asset Distribution Why maximize digital asset distribution? – To ensure maximum portability and utilization of key digital marketing assets – To ensure optimal exposure and forward mobility of key marketing messages into the marketplace
  36. 36. Empower Constituent Advocacy Why empower constituent advocacy? – To build and foster a sense of community among our brand loyalists. – To empower those loyalists to better advocate to other key constituents on behalf of our brand, products, and services
  37. 37. Microsoft’s MVPs empowers community 40
  38. 38. Walmart’s 11 Moms gives consumers a voice
  39. 39. Developing your Social Media Strategy
  40. 40. Social Brand Strategy Brands must choose the role they want to play in social media… Defining the social brand means deciding how you will behave in the social Web, what voice you will use and how deeply you will interact with your customers. -John Bell, Managing Director 360 Digital Influence Ogilvy PR Worldwide Room for Success Improvement
  41. 41. Mapping the Process is critical   Conversation Map: a thorough survey of what people are saying about brands and topics online and where they are saying it – tells us where we can engage with people authentically   Influencer Map: a collection of the most important influencers across all social media per market and the affinity groups that can help us   Engagement Plan: getting influencers involved such that they spread the word far and wide driving both action and opinion   Distribution Plan: utilize social technologies/tactics across channels to distribute video, audio, and digital content to a targeted audience   Creative/Media Optimization: inform creative messaging and media placements by connecting social media insights with ongoing campaigns   Education & Consulting: enable organizations to synthesize social media across business units; development of guidelines, tool/platform selection, best practices, and hands-on training sessions
  42. 42. Integrate into Content Creation Cycle Keyword Analysis Activities • Keywords for: Paid Search Insights Social Media Monitoring Page SEO • Product development • Creative copy • Surround tags for Product Influence Creative Content Distribution • distributed content Messaging SEO/PR Media & Metadata Tracking Analytics Chart Source: Ogilvy & Global Strategies
  43. 43. Develop a Center of Excellence   The Center of Excellence (COE) is a solution designed to facilitate standard compliance, tracking to corporate KPIs, brand equity protection and scale within the global enterprise   The COE solution is a blend of people, tools, activities, information and services that are centrally managed and propagated throughout the organization as needed
  44. 44. Training Strategy Recommended Approach   Led by central social media manager   Uses existing guidelines & creates as needed   Adapt to geo needs   Internal roadshow to demonstrate social media value   Webcasts, partner portal & channel training points What We'll Get/What's the Business Weapon What It Takes   Model after IBM, Dell, Intel   Resource & time   Once education is available, compliance can be measured
  45. 45. Develop Triage Matrix Ailment Symptom Influence Diagnosis Triage Resolution Customer Identifies Can Quickly Respond on Keep a log Complaining self as influence respond, clients’ customer their and ask behalf, or with ailment immediate “May we quickly circle help?” or inform “I’m them listening Blogger Likely not a Their First, Find the Pull closer customer – readers – identify right level for briefings but feel self- and greater their within a entitled community history, company to what’s their respond MO? Troll Anonymous, Immediate Ignore or Perhaps Monitor name calling circle –and remove “cone of other silence” detractors
  46. 46. Organizational Model Distributed Centralized Coordinated  Organic growth  One department  Sets rules, best  Authentic controls all efforts practices, policies  Experimental  Consistent  Spreads widely  May not be as around the org  Not coordinated authentic  Takes time  Eg. Sun  Eg. Ford  Eg. HP Source: 360i Social Media Play Book
  47. 47. More Than Just Marketing Product Customer Sales & Divisions Marketing Support Service Field Customer care Product features, functionalities AU / OTC Media relations General inquiry Global campaign Technical support content Press releases Order management Product Top accounts announcements Licensing inquiry Autodesk Gallery Product launches Login help Local events Sustainability Technical Blogger knowledge base Subscription help correspondence Local promotions Discussion forums Registration, Communities activation
  48. 48. Measuring Social Media The biggest challenge facing Social Media
  49. 49. Opinion, Influence, and Trust • Tactics: Political campaigns, Form/Change lobbying, crisis communications, PSA ads, white papers, blogger outreach • Metrics: Polls, political decisions, Opinion votes, Op-Ed media, lack of media coverage (Crisis comms), increased donations, supportive blogger posts • Tactics: Social media press release, Influence the targeted media release, invitations events/betas, DM, social media outreach Influencers • Metrics: Positive/relevant blogs/ media, inbound links, trackbacks, Technorati, Google Page Rank Establish/ • Tactics: Sales events, DM, targeted display, SEM, friend-get-friend Regain Trust • Metrics: Sales conversion, redemption, response rates
  50. 50. Awareness, Trials and Launches Generate • Tactics: Mass advertising, media releases, public events • Metrics: Reach, frequency, Awareness impressions, page views, media clippings, search frequency • Tactics: Product demos, test drives, private betas, events, Drive Trial direct mail • Metrics: Time spent on site/ widget, leads generated, sign- ups, attendance at events, response rates Product • Tactics: White papers, feature/ benefit focused ads, media relations Launch • Metrics: Downloads, incoming links, blog posts, video views, media coverage
  51. 51. Comparison, Need, and Association Product • Tactics: Survey/Poll news releases, comparative ads, award/content submissions Comparison • Metrics: Media pick-up, share of market, awards, blog posts • Tactics: White papers, Establish Feature/Benefit focused ads, media relations Need • Metrics: Downloads, incoming links, blog posts, video views, media coverage • Tactics: Sponsorships, Positive entertaining ads/viral videos, celebrity endorsements, games Association • Metrics: Impressions, traffic, increased activity surrounding association
  52. 52. Key Social Media Learning's
  53. 53. You can’t control, only influence it   Facilitate conversation about your brand, product or service   How to control millions of inaccurate and divergent conversations? YOU DON’T   Provide value to your consumers through WOM, show that you care, don’t push product or service
  54. 54. Monologue vs. Conversation Revit is purpose- How do I build -  Listening program alert built for BIM! stairs in Revit? -  Author profile available (link) Which release -  Author assessment How do I build -  Immediate response version are you stairs in Revit? on? -  Stock answer check (sound of crickets) 2010. -  Specialist alerted -  Gives the right answer Check out this Arrogant -  Drives to our properties tutorial (link) and bastards. this forum(link)
  55. 55. Don’t Ignore Bloggers   Kryptonite: “Our customers don’t read blogs”   Yeah, but reporters do…   “Picked by a Bic” is not a great headline 58
  56. 56. Advocates Trump Followers   Generate advocates – not followers   Starbucks has 860,000 followers vs. 50,600 for Dunkin Donuts coffee   35% of Dunkin followers are advocates of the brand   73% talk positively vs. 49% for Starbucks
  57. 57. Best Practice Recap   Actively listen and observe before getting started   Establish clear objectives and success metrics   Evaluate opportunities through your unique strategic lens   Create a unifying concept or theme   Construct your social marketing architecture   Aggregate and/or build social media assets   Develop a plan for monitoring and responding to consumer discussions   Roll out an integrated earned and paid media promotional plan   Nurture your fans and community
  58. 58. Thank You. eMail: bill@whunt.com Twitter: billhunt Blog: www.whunt.com Site: www.back-azimuth.com

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