social media deck from IABC's Oct. '09 professional development event - "Mobile Marketing and Other Advanced Technologies" - presented by Joe Grigsby, VML director of emerging media

1. Why Social Media Matters

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

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

4. Why Social Media Matters…
Media
consump0on
trends
con0nue
to shiH

5. Why Social Media Matters…
AND
THEY are
NOT just
VOYEURS

6. Why Social Media Matters…

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

8. Why Social Media Matters…
This is already happening…

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

10. 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.

11. Why Social Media Matters…

12. 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.

13. 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)

14. Opportunities

15. 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

16. 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.

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

18. 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.

19. 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

20. 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.

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

22. Social Paid Media:

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

24. Ambassador Program:

25. Active Engagement:

26. 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

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

28. Enabling Communities:

29. Social eCRM:

30. Measuring Success

31. 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% ‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐

32. 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

33. Social Media Policies

34. 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/

35. 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/

36. Platform Insights

37. 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

38. 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

39. 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

40. 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

41. 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)

42. 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