Getting Social – Rules of Engagement Reggie Bradford CEO Vitrue

Reggie Bradford CEO

Vitrue

In April Facebook crossed 300 million unique visitors per month and Twitter hit 32 million (up an incredible 70% from March) comScore On average people spend 169 per month per user on Facbeook comScore Social networking is now more popular than e mail (Nielsen, March 2009) The social web is where consumers are gravitating Social Media – Ubiquitous for Consumers

In April Facebook crossed 300 million unique visitors per month and Twitter hit 32 million (up an incredible 70% from March) comScore

On average people spend 169 per month per user on Facbeook comScore

Social networking is now more popular than e mail (Nielsen, March 2009)

The social web is where consumers are gravitating

78% of consumers trust the opinions of peers over all other information sources and advertising (Nielsen, 2008) Savvy companies need to tap into the power of social actions that act as megaphones for brand endorsement Companies should encourage their employees to speak – age of authenticity and helps build brand and give company character/dimension Social media is part of the fabric of how we now communicate with our family, friends, colleagues, prospects, etc.. Marketers are Taking Notice

78% of consumers trust the opinions of peers over all other information sources and advertising (Nielsen, 2008)

Savvy companies need to tap into the power of social actions that act as megaphones for brand endorsement

Companies should encourage their employees to speak – age of authenticity and helps build brand and give company character/dimension

Social media is part of the fabric of how we now communicate with our family, friends, colleagues, prospects, etc..

Do need to publish guidelines – like any public company there are rules for disclosure (proprietary, sensitive info that cannot be discussed) Encourage people to use common sense and not to post competitive info, brag or damage – but you do need enforceable guidelines – we all know sexual harassment is wrong but does not stop people from doing it – so you need a policy in place to point to Some companies have a “three strikes you are out” policy - raise flag, are you sure you understand this is over the line, ok stop talking you are in violation Considerations

Do need to publish guidelines – like any public company there are rules for disclosure (proprietary, sensitive info that cannot be discussed)

Encourage people to use common sense and not to post competitive info, brag or damage – but you do need enforceable guidelines – we all know sexual harassment is wrong but does not stop people from doing it – so you need a policy in place to point to

Some companies have a “three strikes you are out” policy - raise flag, are you sure you understand this is over the line, ok stop talking you are in violation

As social media matures people need to understand their personal voice and their corporate voice – as we are increasingly interconnected our identities meld and we need to ensure we are speaking in a manner that is well rounded – use mediums of social media as you see fit Be conscious of your digital fingerprint Considerations

As social media matures people need to understand their personal voice and their corporate voice – as we are increasingly interconnected our identities meld and we need to ensure we are speaking in a manner that is well rounded – use mediums of social media as you see fit

Be conscious of your digital fingerprint

The brand’s social presence (official Twitter, Facebook, etc..) should be created and managed by marketing and PR leads Like any communication from the company this has a set of standards that need to be reinforced so over time the brand means something – has a value that people can describe Should be integrated as the core to marketing communication strategies – innovative marketers from CNN to VW integrating vanity social URLs/handles into traditional marketing vehicles Social Media as the Fulcrum

The brand’s social presence (official Twitter, Facebook, etc..) should be created and managed by marketing and PR leads

Like any communication from the company this has a set of standards that need to be reinforced so over time the brand means something – has a value that people can describe

Should be integrated as the core to marketing communication strategies – innovative marketers from CNN to VW integrating vanity social URLs/handles into traditional marketing vehicles

Fundamentally understand that your brand needs to be there – people will be talking about your brand if you are there are not Harness and cultivate the conversation Find tools that help you listen, speak, analyze and react Twitter is especially rapid and can ignite quickly Twitter is delivering powerful insights and results What Marketers Need to Know

Fundamentally understand that your brand needs to be there – people will be talking about your brand if you are there are not

Harness and cultivate the conversation

Find tools that help you listen, speak, analyze and react

Twitter is especially rapid and can ignite quickly

Twitter is delivering powerful insights and results

KFC - responsive when the Grilled Chicken Giveaway could not fulfill orders – they were there – they were human – they were real Dominos – employee video caused a lot of stir – brand reacted quickly and issued statements back using the medium of social media Motrin – J+J heard this small but powerful group on Twitter - The ‘Motrin Moms' campaign, a fraction of the total audience had an uproar – but if you have consumers passionate enough to stand up and be heard marketers should use it to develop a more proactive dialogue Brand Examples

KFC - responsive when the Grilled Chicken Giveaway could not fulfill orders – they were there – they were human – they were real

Dominos – employee video caused a lot of stir – brand reacted quickly and issued statements back using the medium of social media

Motrin – J+J heard this small but powerful group on Twitter - The ‘Motrin Moms' campaign, a fraction of the total audience had an uproar – but if you have consumers passionate enough to stand up and be heard marketers should use it to develop a more proactive dialogue

Dell – has shown direct sales/profit from Twitter cited $3M in sales from Twitter followers who clicked through its posts to make purchase Naked Pizza - “betting the farm” on its Twitter presence last week 69% of sales generated during one- day Twitter advertising blitz Brand Examples

Dell – has shown direct sales/profit from Twitter

cited $3M in sales from Twitter followers who clicked through its posts to make purchase

Naked Pizza - “betting the farm” on its Twitter presence

last week 69% of sales generated during one- day Twitter advertising blitz

Social media is a 24/7 focus group You need the tools and staff to monitor and react let alone engage Social media provides a powerful ROI Don’t underestimate social media – it is a long-term commitment with huge rewards What marketers need to know

Social media is a 24/7 focus group

You need the tools and staff to monitor and react let alone engage

Social media provides a powerful ROI

Don’t underestimate social media – it is a long-term commitment with huge rewards