Social Media Overview_VML_Oct. '09 IABC Professional Development

Why Social Media Matters

Why Social Media Matters… Basic Rule of Marke0ng:  Reach + Inﬂuence  

Why Social Media Matters… 304,283,754  people in the US   221,283,754  are online (wk + hm) 

Why Social Media Matters… Media  consump0on  trends   con0nue   to shiH 

Why Social Media Matters… AND  THEY are  NOT just  VOYEURS 

Why Social Media Matters…

Why Social Media Matters… AND  they TRUST  OTHER  consumers  2X  Source: Forrester Research, Inc. and Intelliseek

Why Social Media Matters… This is already happening… 

Why Social Media Matters… Your brand is not  what you say it is,  but what others  say it is. 

Why Social Media Matters… Whereas a tradi0onal adver0sing media strategy is focused on  delivering one way brand impressions to a target audience through  reach and frequency…   …a social media strategy focuses on connec3ng to an inﬂuen3al  audience in a two way engagement around a shared interest point  that reinforces the brand.  

Why Social Media Matters…

Why Social Media Matters… The Synergy of Search and Social Media  There is 19 point li6 in searches among  users who see social media relevant to a  brand in addi=on to the brand’s paid  search ads.   Search engines have a strong preference for websites with regularly  updated, fresh content.  Having a blog is an excellent way to generate this  content.  Well wriGen blogs, updated regularly provide fresh content and  generate user comments to further add new content to the site. This not  only gives users new and fresh informa=on to keep them coming back, it  keeps searchbots coming back to your site more frequently which is  desirable in terms of SEO for any website.  Addi=onally, the overall size of a  site in terms of indexed pages grows quickly which provides even more SEO  value. 

Why Social Media Matters… Key findings from recent ENGAGMENTdb Most Engaged  Brands report.   •  Financial performance correlates with engagement  •  Depth of engagement can be measured   •  As the numbers of channels increase so does engagement   •  Engagement differs by industry  •  Brands fall into one of four engagement categories   •  Mavens (7+ channels, above average)  •  BuGerflies (7+ channels, lower than average)   •  Selec=ve (6‐, channels, above average)  •  Wallflowers (6‐ channels, lower than average) 

Opportunities

Joining the Conversation: Iden=fying   Conversa=ons  Recognizing / Rewarding  Conversa=ons  Sharing   Conversa=ons  Responding to  Conversa=ons  Listening for   Conversa=ons  Enabling/Empowering  Conversa=ons 

Approach to Social Media: Determine what  Work closely  Listen.  the community  with the  Drive  Understand  Iterate.   Deliver  (not the  community to  engagement the  value ﬁrst.   marketer) needs  deliver value.  Improve.   .   community  to make the  Ask for  like a  Deliver u=lity in  Listen.  Build trust  neighborhood a  alignment with  value in  “na=ve”.  beGer place.  Iterate.  and fan  what you have to  return later.  love.  (U=lity.)  oﬀer as a brand.  Improve. 

Monitoring and Analysis: •  Listening / Insights  •  Brand Reputa=on  •  Compe==on  •  Product Issues  •  Trends – New Products & Services 

Pre Listening: Social monitoring allows the opportunity to locate relevant conversa=ons, iden=fy what  exactly is being said, analyze sen=ment, iden=fy inﬂuencers, and provide insights‐based  engagement recommenda=ons.   

Pre Listening: Social Monitoring Insights:  Personal Finance  Conversa=on Among  Environmental and “Green”  Blogs and Communi=es  293 (50% of the ecosystem) of 586 sites  in the environmental/”green”  ecosystem men=on ‘investments’. 25%  of these sites are highly inﬂuen=al.   “Investments”: 3,640 topic  men=ons among 586 sites 

Active Listening: Monitoring to understand where Hot Wheels has the right to engage  parents to:  ‐ Make an emo=onal connec=on.  ‐ To drive product interest community partnership & organic social  ac=va=on. 

Optimization of Current Activity: •  Untapped Media Sources  •  Paid Search and SEO Op=miza=on    •  Partnership Opportuni=es  •  Crea=ve Messaging Alignment  

Social Paid Media:

Engagement Strategies: •  Event Invita=ons  •  Inﬂuencer Outreach  •  Product Trial and Sample Distribu=on  

Ambassador Program:

Active Engagement:

Social Media Outreach: Digital PR Agency Clients Agency Social Media Ac0vi0es:  Social Media Ac0vi0es:  •  Social Planorm Development  •  PR Program Development  •  Social Planorm Training & Support  •  PR Planorm Training & Support  •  Digital Insights / Monitoring  •  Major Influencer Outreach  Social Media Ac0vi0es:  •  Key Influencer Introduc=ons  •  Direct to Consumer Engagement  •  Key Influencer Rela=onships 

Social Content / Presence Development: •  Social Media Proper=es   •  Social Media / Portable Content   •  Social Media Content Planning / Support  

Enabling Communities:

Social eCRM:

Measuring Success

Score Card: Tom’s of  Burt’s  Kiss My  Newman’ Colgate  Crest  Charity  7th Gen.  Patagonia  Starbucks  Zappos  Maine  Bees  Face  s Own  (Smiles)  (Strips)  Water  Facebook  Fans  948  36.037  1,096  4,378  1,051  13,709  1,464  10,261  3.8m  20,155  41,466  Twider  Followers  ‐  1,422  ‐  7,824  ‐  4,403  ‐   ‐  280,725  1.2m  825,495  YouTube  X  X  X  Videos  864  886  158  138  148  37  479  241  32,600  4,140  519  Blogs  Men=ons   10,629  75,739  12,335  17,588  23,409  23,234  23,932  23,992  6m  430,921  674,904  Flickr  Images  99  1,717  ‐  ‐  669  93  657  129  240,239  5,285  2,583  Inﬂuence  Inﬂuence  84  77  ‐  20  455  123  ‐  ‐  ‐  ‐  ‐  Share  29%  39%  22%  ‐  ‐  ‐  ‐  ‐  ‐  ‐  ‐ 

Real Value: Objec0ves  Insights  Reach  Inﬂuence  Purchase  Key  ‐ Monitoring  ‐ Visits / Views  ‐ Time spent  ‐ Sales inquiries   ‐ Communi=es  ‐  Shared links / ﬁles  ‐ Sen=ment  ‐ Links to purchase  Performance  ‐ Compe==ve Use  ‐ Naviga=on Paths  ‐ Friends, Fans, etc.  ‐ Campaign content  Indicators  ‐ Social Surveys  ‐ Share of Voice)  ‐ Themes  – Intent surveys  Measurement  Social media  Social media  Social media  Dedicated metrics  listening tools and  planorm and web  planorm and social  and surveys  Tools  surveys  analy=cs  media analysis  tools 

Social Media Policies

New FTC Guidelines The Federal Trade Commission has announced the approval of final  revisions to its ‘Guides Concerning the Use of Endorsements and  Tes3monials in Adver3sing.’  The announcement came on October  5, 2009, with new rules set to take effect beginning December 1,  2009. This marks the first 3me since 1980 that revisions have been  made to the Guides. The revised Guides aim to educate adver3sers  and endorsers on how to keep their tes3monial ads and  endorsements in legal compliance with the FTC Act.  hGp://6c.gov/ 

Social Media Guidelines / Policies •  Clariﬁca=on of what is “Work Related”  •  Follow Corporate Code of Conduct  •  Deferring to Primary Point of Contact  •  Respect Conﬁden=ality   •  Be Transparent  •  Legal / Liability Considera=ons  •  Human Resources Issues  References:  hGp://123socialmedia.com/2009/01/23/social‐media‐policy‐examples/ 

Platform Insights

Facebook • There are more than 300 million ac=ve  users ‐ about 30% is in the US   • More than 100 million users log on to  Facebook at least once each day   • No. 1 photo sharing applica=on on the  Web  • More than two‐thirds of Facebook users  are outside of college with the fastest  growing demographic being those 35  years old and older  • How Companies are Using Facebook:  • Engage and connect consumers as part  of their online social experience  • Develop / foster communi=es 

MySpace • Global reach is now 125 million – 76  million in the US  •  The average MySpace user now spends  266 minutes (4.4 hours) on the site every  month.   • MySpace says its users spend nearly 100  minutes more per visitor than the closest  compe=tor  • How Companies are Using MySpace:  • To share social media entertainment  content (music / videos)  • To reach younger / urban audience 

Twitter • Global reach is now over 50 million  • TwiGer grew 1,382% year‐over‐year in  February 2009  • Benchmark for successful “marke=ng”  twiGer proﬁles is about 2,500 followers  • How Companies are Using TwiGer:  • Promo=ons  • Monitoring tool  • Cusstomer service  • Community integra=on 

Blogs •  100 million US users read blogs  •  28 million US users publish blogs  •  176,000 new blogs per day  • How Companies are Using Blogs:  • Listening to consumers  • Communicate to advocates  • Foster / build community  • Provide customer updates 

YouTube • 102 million viewers in the U.S. alone – w/ an  es=mated 350 million globally  • Internet users have viewed 14.8 billion  online videos in January 2009 alone   • How Companies are Using YouTube:  • (Re)Broadcast video content online  • Allows consumers to create & share video  content  • In conjunc=on with other social media  sites (i.e. blogs, Facebook, etc) 

LinkedIn • 36 million members globally w/ 8 million  unique users in the US  • Grew 187% from ‘07‐08  • The site’s traﬃc is up in the recession and  is adding members at a rate of about one  per second  • How Companies are Using TwiGer:  • Networking / Biz Development  • Talent Search 

Social Media Overview_VML_Oct. '09 IABC Professional Development

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Notes on slide 1

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