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Social Media Goes Multi-platform
 

Social Media Goes Multi-platform

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Businesses began dipping their toes into the social media pool as early as 2005, but the last two years saw them jump in with both feet. One of the primary developments in the social media landscape ...

Businesses began dipping their toes into the social media pool as early as 2005, but the last two years saw them jump in with both feet. One of the primary developments in the social media landscape driving the rapid expansion of activities was that Marketers warmed to the idea that using multiple social media channels together, and coordinating messages between them, collectively achieved a greater impact than if the tools were used in isolation.

This is among the preliminary results of a multi-client research study undertaken by Paul Gillin Communications in early 2010. The purpose of the study, which will be ongoing during the year, is to document the extent to which businesses of all sizes are adopting multiplatform social media strategies, assess satisfaction with this diversified communications approach and record best practices and metrics that are emerging from their early experiences.

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  • Adobe is so bothered by Apple excluding Flash from the iPad, it put porn up on its blog to prove the point.Abobe’s official Flash Blog has a post entitled “The iPad provides the ultimate browsing experience?” which shows how several popular websites would look without Flash content. Right at the top is a screenshot of Bang Bros HD, a hardcore porn site.As you can see, an iPad without Flash is going to be pretty much useless for HD porn.“Millions of websites use Flash,” the blog post says. “Get used to the blue Legos.”UPDATE: We checked, and there’s an MP4-based version of Bang Bros, which works fine on the iPad as is. So even Adobe’s most desperate tactic isn’t true.

Social Media Goes Multi-platform Social Media Goes Multi-platform Presentation Transcript

  • Social media multiplier – a research report
    Paul Gillin
    April 1, 2010
  • Go Where the People Are
    32 million members
    44 million members
    300 million members
    1 billion daily views
    1 million daily visitors
    6 million daily visitors
    1.5 million daily visitors
    10 million members
    50 million members
  • Top-Line Findings - Interim
    • Social Media has reached critical mass in corporations
    • Organizations are turning their attention to popular gathering spots
    • Multi-platform deployment and management are critical new issues
    • ROI metrics are still ad hoc
    • A multiplier factor exists but few can quantify it
    • Twitter has become the killer app
  • Credibility Through Validation
    Source: Elliance, Inc.
  • Social Media Platforms in Use
  • Who are the principal audiences for your company's social media efforts?
  • Platform Adoption by Year
    55 respondents
  • Effectiveness Compared to ExpectationsFrom most positive to least positive
  • ROI Perception
  • Planned Changes in Social Media Activity, Next 12 Months
  • What has been the business impact of your company's use of multiple social media platforms?
  • Sales
    Conversions
    Search rank
    Leads
    Conversations
    Cost per lead
    Retweets
    Comments
    Verbatims: Most Common Metrics
  • Verbatims: What They’re Doing Now
    “A new blog entry is typically also communicated on Twitter or cross-posted on Facebook.”(multiple mentions)
    “We leverage content that we produce across all of the social networks - and then engage in each conversation that follows.”
    “All product launches now have a social media component.
    “We repackage everything through our content marketing site in industry-specific LinkedIn groups."
  • Typical Multi-Platform Scenario
    Corporate website
    Feed Aggregator
    Partner website
    Email Newsletter
  • Sodexo Recruiters
    • Most of the company‘s 60 recruiters user Twitter and other social media to meet hiring demand.
    • Focus is on building relationships and enthusiasm among prospective employees
    • Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K
    Principal Value
    “The human touch is essential. People know there’s somebody behind the message and the photo.”
    -Kerry Noone, Manager, Marketing Communications
    • Improved applicant quality
    • Image of Sodexo as progressive young company
    • Recruitment costs substantially reduced
  • Ford’s Content Factory
    • Constantly delivers news about the company’s reinvention using every available media social channel.
    • Press releases paired with video, images, audio whenever possible
    • Everything is shareable, nearly all is tweeted
    • Key metrics: retweets, Facebook comments, media coverage, awareness studies
    Principal Value
    • Demonstration often beats description
    • Multimedia conveys excitement
    • Bottom-up combined with top-down for maximum impact
    • Social media drives ongoing engagement via e-mail
    “We use whatever channel we can to spread the message.”
    -Scott Monty, head of social media
  • AskPatty’s Syndication Wizardry
    • Syndication partners include TwitterMoms, BlogHer, Parenthood.com, SheKnows
    • Articles automatically posted to bookmarking sites, multiple Facebook fan pages
    • Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil
    • Hired for 12-part video series on AutoNet TV
    Principal Value
    “My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.”
    -Jody DeVere, CEO
    • 10M quarterly impressions
    • 100-fold amplification of blog/Web content
    • CEO developing side business as automotive social media consultant
  • Coke’s Global Expedition
    • Three ambassadors selected by community are visiting all 206 countries in 2010
    • Travels documented through all available media; no advertising support
    • Promotion channels target international audiences: Facebook, YouTube, Twitter, Bebo, Orkut, Tencent CC
    Principal Value
    “Consumers who participate with our brand online have a higher purchase intent”
    -Adam Brown, Director , Office of Digital Communications & Social Media,
    • 400M media impressions in first 22 days
    • Invitation and welcoming committees formed spontaneously around the globe
    • Reinforces message of happiness, youth
  • Management Challenges
    Who speaks for the company?
    What restrictions should exist on what they can say?
    When to use a corporate vs. a personal presence?
    Who takes action and how?
    How to scale real-time public customer service?
    What to do about negativity?
    How to organize for continuous online interaction?
    How do we avoid this?
  • Marketing Challenges
    Coke on LinkedIn…
    Audience segmentation?
    Appropriate messaging?
    When to pitch?
    Metrics and ROI?
    Marketing integration?
    Roles and governance?
    What to avoid?
    Resources and budgets
    and on Facebook
  • Thank you!
    Paul Gillin
    508-656-0734
    paul@gillin.com
    gillin.com
    Twitter: pgillin
    NewInfluencers.com
    Free weekly newsletter at gillin.com
    SSMMbook.com
    Coming late 2010: Social Marketing to the Business Customer
    By Paul Gillin & Eric Schwartzman