Interactive Series: Day 3

75% OF PEOPLE DON'T BELIEVE THAT COMPANIES TELL THE TRUTH IN ADVERTISEMENTS. (YANKELOVICH CONSUMER RESEARCH)

75% OF PEOPLE DON'T BELIEVE THAT COMPANIES TELL THE TRUTH IN ADVERTISEMENTS. (YANKELOVICH CONSUMER RESEARCH) 74% ARE INFLUENCED BY THE OPINIONS OF OTHERS IN THEIR DECISION TO BUY THE PRODUCT IN THE FIRST PLACE. -MANAGE SMARTER, SEPTEMBER 2009

75% OF PEOPLE DON'T BELIEVE THAT COMPANIES TELL THE TRUTH IN ADVERTISEMENTS. (YANKELOVICH CONSUMER RESEARCH) 74% ARE INFLUENCED BY THE OPINIONS OF OTHERS IN THEIR DECISION TO BUY THE PRODUCT IN THE FIRST PLACE. -MANAGE SMARTER, SEPTEMBER 2009 83% OF ONLINE SHOPPERS SAID THEY ARE INTERESTED IN SHARING INFORMATION ABOUT THEIR PURCHASES WITH PEOPLE THEY KNOW. -MANAGE SMARTER, SEPTEMBER 2009

37% OF ADULT INTERNET USERS USE SOCIAL NETWORKING SITES MONTHLY. -NIELSON ONLINE, 7/09

“...HALF OF THE U.S. POPULATION VISITED A SOCIAL NETWORKING WEBSITE IN THE LAST YEAR AND THAT NUMBER GROWS EVERY QUARTER,” -WILS CORRIGAN, AVP, RESEARCH & DEVELOPMENT, NIELSEN CLARITAS.

FACEBOOK HIT USERS ON SEPT. 17, 2009 -FACEBOOK

VISITS TO TWITTER HAVE INCREASED 6-FOLD SINCE THE START OF THE YEAR AND 32-FOLD OVER THE LAST 12 MONTHS. -HITWISE, MARCH 2009

ONE IN FIVE INTERNET USERS ARE NOW ON TWITTER OR ANOTHER STATUS UPDATE SERVICE -PEW INTERNET RESEARCH

SOCIAL MEDIA DEMOGRAPHICS -PEW INTERNET RESEARCH

86% OF RESPONDENTS TO THE SURVEY OF PROFESSIONALS FROM A VARIETY OF INDUSTRIES SAID THEY HAD ADOPTED SOCIAL TECHNOLOGIES. -AUGUST 2009 SURVEY BY MZINGA AND BABSON EXECUTIVE EDUCATION.

INTRO TO CONVERSIONS BUSINESS AREAS FOR WHICH PROFESSIONALS WORLDWIDE USE SOCIAL MEDIA*, AUG 2009 (% OF RESPONDENTS) MARKETING 57% INTERNAL COLLABORATION & LEARNING 39% CUSTOMER SERVICE & SUPPORT 29% SALES 25% HUMAN RESOURCES 21% STRATEGY 16% PRODUCT DEV 14% OTHER 31%

ONLINE GOALS 70% 65% 60% 49% 50% 39% 38% 40% 31% 31% 30% 24% 20% 20% 11% 10% 10% 8% 3% 0% E S IN G K S E R O S E IA U C ER ER R B O TE IG EB ED ED A IO A TU O D SW TH IT SP H B EB IC K IP U ES TW N Y O O EL IK N C LI M ID Y FA A W D SL O O H A Y BUT LESS THAN 1% OF DIGITAL MARKETING BUDGETS FLOW INTO SOCIAL!!!!

OPPORTUNITY • HUGE MARKET • LITTLE COMPETITION • NO BARRIERS TO ENTRY

OLD FORMULA = REACH X FREQUENCY

NEW FORMULA = REACH X FREQUENCY X ENGAGEMENT

SOCIAL MEDIA = HIGHLY TARGETED, IMMERSIVE BRANDING -PURPLE, ROCK, SCISSORS.™

TRENDS • SOCIAL MEDIA IS MAINSTREAM • MEASUREMENT IS IMPORTANT • SMM » PR • MOBILE • SEARCH

TRENDS • SOCIAL MEDIA IS MAINSTREAM • MEASUREMENT IS IMPORTANT OVER HALF (52%) OF IPHONE USERS • SMM » PR PREFERRED TO USE FACEBOOK THE MOST FROM THEIR PHONE • MOBILE NEARLY TWO-FIFTHS OF IPHONE USERS OFTEN ENGAGE WITH SOCIAL NETWORKS FROM THEIR PHONES. • SEARCH

TRENDS • SOCIAL MEDIA IS MAINSTREAM • MEASUREMENT IS IMPORTANT • SMM » PR • MOBILE • SEARCH

SOCIAL MEDIA STRATEGY • SET CLEAR GOALS AND OBJECTIVES • OBTAIN MANAGEMENT BUY-IN • DEDICATE KNOWLEDGEABLE RESOURCES • DEFEND YOUR BRAND • REASSESS, TWEAK, REFINE!

BEST PRACTICES • REMEDY DETRACTORS BY RESOLVING ISSUES, AND CONVERT THEM INTO ADVOCATES • A SUCCESSFUL SOCIAL MEDIA CAMPAIGN MUST ORIENTATE AROUND PASSION POINTS • “EMPOWER YOUR INFLUENCERS” • RAPIDLY RESPOND TO PR CRISIS • DEDICATE THE RIGHT HUMAN AND CAPITAL RESOURCES

FACEBOOK MARKETING • APPS • ADVERTISING • FAN PAGES • ON SITE • CROSS CHANNEL • PORTABILITY

MEASUREMENT PROFESSIONALS WORLDWIDE WHO MEASURE THE ROI OF THEIR SOCIAL MEDIA* PROGRAMS, AUG 2009 (% OF RESPONDENTS) MEASURE ROI 16% DO NOT MEASURE ROI 84%

MEASUREMENT • SHOULD BE MEASURED AS ANY TRADITIONAL CHANNELS SUCH AS TELEVISION AND RADIO • MANY SENIOR EXECUTIVES HAVE GREATER EXPECTATIONS OF SOCIAL MEDIA METRICS, GIVEN THAT OTHER DIGITAL MARKETING DISCIPLINES ARE INHERENTLY MEASURABLE • IT IS IMPORTANT NOT TO MERELY MEASURE THE IMPACT OF SOCIAL MEDIA IN TERMS OF TRAFFIC TO THE SITE, AS REPUTATION AUTHORITY AND ENGAGEMENT MAY BE MORE EFFECTIVE BENCHMARKS • CLICKTHROUGH RATE IS LIMITED AS A METRIC, SINCE IT CANNOT ALWAYS LINK CLICKS TO SALES.

MEASUREMENT • PLATFORM SPECIFIC METRICS: FOLLOWERS, FRIENDS • DIGITAL MARKETING BENCHMARKS: SEO RANKINGS, CONVERSION SENTIMENT, BEHAVIORAL OUTCOMES, COST OF ACQUISITION, COST SAVINGS • NEED HUMAN RESOURCES AND INTELLIGENCE FOR ANALYSIS (SENTIMENT, ACTIONABLE INSIGHT) • NO INDUSTRY STANDARDS

ESSENTIAL PR TOOLS • TWITTER SEARCH • GOOGLE ALERTS • DELICIOUS • GOOGLE KEYWORD SEARCH • ADDICTOMATIC • YAHOO! PIPES • LISTORIOUS

SOCIAL MEDIA 2010 PREDICTIONS • FIGURE OUT HOW TO RANK REAL TIME INDEXING ON SEARCH ENGINES • MORE COMPANIES DOING TWITTER / FACEBOOK REAL TIME • FB/TWITTER WILL BECOME SATURATED WITH ADVERTISING CAUSING BACKLASH --> MYSPACE • MOBILE WILL BE THE PRIMARY CONSUMPTION PLATFORM

FOODBANKCENTRALFLORIDA.ORG SOME ONLINE GOALS • SOLICIT DONATIONS • SOLICIT VOLUNTEERS • BRAND AWARENESS • NEWSLETTER SIGNUP

TAKE AWAY INFO • LOTS OF POSITIVE KEY FACTORS • GREAT BRAND EQUITY, TARGETING, & MESSAGING • INCREASE FREQUENCY OF ENGAGEMENT • CONSIDER SCREEN REAL ESTATE & USAGE • IF POSSIBLE, SPLIT-TESTING SIGNUP FORMS • LOOK FOR WAYS TO IMPROVE 3RD PARTY INTEGRATION PIECES (CONVIO)

QUESTIONS ?

THANK YOU CHECK US OUT! PURPLEROCKSCISSORS.COM DOWNTOWNORLANDO.COM FACEBOOK.COM/PURPLEROCKSCISSORS

Interactive Series: Day 3

by Purple, Rock, Scissors. on Nov 04, 2009

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Interactive Series: Day 3 — Presentation Transcript