Social Media V3.0


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Update to my presentation on social media that gives everyone some great information on SM marketing. Please let me know what you think

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Social Media V3.0

  1. 1. Social Media What you’re afraid to Richard
 admit you didn’t know
  2. 2. + Among the companies that have tried to work with communities online, many have found that they conversation is dominated by extreme enthusiasts rather than average users, and have concluded that online community is a distraction from their real customers. That turns out to be a very dangerous mistake. Rubicon Consulting October 2008
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  4. 4. + I just got used to the World Wide Web and now you’re telling me that this thing is “evolving” ?
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  6. 6. For it was written…. + That this “thing” called the Internet would come along and people could sit in front of their computers , eMail friends, get information 24/7/365 and shop online. Then almost overnight… people realized that they could be connected to each other…and they realized that they trusted each other a hell of lot more than marketers and they began to use sites like Twitter, MySpace, Facebook and Linked In. and as they became connected marketers messages became more irrelevant. and consumers realized “we have the power” and it was good
  7. 7. + But some marketing people were still ignoring this “new trend” called social media because they didn’t understand its power to influence
  8. 8. + Then came a “sign” “[It was] amazing to have that happen over 48 hours, on a weekend in the blogosphere,” she said. “People are now spreading around the apology; it’s such an immediate time frame.”Indeed, seven of the top 10 search returns today for “Motrin” and “headache” on Google referred to the marketing debacle. “We now have indisputable proof that online marketing, YouTube and Twitter and all that it encompasses is meaningful and has arrived,” said Gene Grabowsk, chair of the crisis and litigation practice at Levick Strategic Communications. “We are seeing real consequences to a mistake. If [social networks] didn’t matter, you wouldn’t see this type of reaction from J&J or consumers.”
  9. 9. + And now marketers are really scared Because they now know that they really don’t control the message anymore !!!! © Richard Meyer Internet Marketing Consultant
  10. 10. The relevancy and evolution of the + Web continues at a very fast pace The entire Internet is becoming more social, and social media has come to represent almost everything on the Web, and new portable devices like the iPhone are changing the way consumers interact and connect with each other. © Richard Meyer Internet Marketing Consultant
  11. 11. + And now the Web is having a big impact on social lives   Who's #3 in social sites? Most people know that Facebook and MySpace are the leading social networking sites in the US, but the strong #3 in registrations is, followed distantly by LinkedIn. Those two sites have many more adult users than teens.   Twitter and SecondLife serve niches. Although both Twitter and SecondLife have received enormous amounts of press coverage, and are used intensely by some people, they are dwarfed in membership by the major social sites such as Facebook, MySpace, and even LinkedIn.   Social sites are much more satisfying to teens than adults. Although many adults have joined MySpace and Facebook, those sites are much less effective and satisfying for users over 21. Adults say they make fewer friends through social sites, and say the sites play a less important role in their social lives but this maybe changing as social sites enter the growth phase of the their life cycles.   Adults and teens use their social networks differently. Most adults will approve someone as a friend on a social site only if they already know them. Many teens will approve someone as a friend as long as they have even a vague idea of who they are. This means the two groups use the friends list in different ways. To adults, the friends list confirms relationships that they already have elsewhere. To teens, the friends list is an entry point for a relationship.   Despite differences over the social sites, the web as a whole has a significant impact on the social lives of many users. For example, about 24% of web users say they have dated someone they first met online. In the 22-30 age group, that percentage rises to 37%. Many of those meetings are happening outside of dating websites, as only 9% of web users said they visit dating websites at least once a month.
  12. 12. + as the makers of Motrin found out   Two days after a new ad push for Motrin triggered an online backlash, J&J's McNeil Consumer Healthcare unit is pulling the campaign, from the New York office of independent shop Taxi, and begging a vocal mommy- blogging nation for forgiveness. © Richard Meyer Internet Marketing Consultant
  13. 13. + The consequences of a mistake can be costly and immediate with social media “We now have indisputable proof that online marketing, YouTube and Twitter and all that it encompasses is meaningful and has arrived,” said Gene Grabowsk, chair of the crisis and litigation practice at Levick Strategic Communications. “We are seeing real consequences to a mistake. If [social networks] didn’t matter, you wouldn’t see this type of reaction from J&J or consumers.”
  14. 14. + And where are all the marketers when social media is taking off? © Richard Meyer Internet Marketing Consultant
  15. 15. + Do they know that three in four US adults now use Social Media to connect with each other compared to just 56% in 2007
  16. 16. + there is also risk in But doing something social if you don’t understand the channel. 75% of the Fortune 1000 companies with Websites have undertaken some kind of online social networking initiative to help meet brand objectives….but 50% of those campaigns will be classified as failures.
  17. 17. + What’s driving social media & why is it growing so fast?   Emotional need/desire to be heard   Desire to connect with one another   Need to create and make change   Evangelize for the things and people we love   Quest for authenticity   Ease of Use / Low Barriers to Entry   Better, Faster, Cheaper   Power and Leverage
  18. 18. + And the Influencers are the primary contributors   Most web users are consumers of information, not creators. About 80% of the user- generated content on the web, including comments and questions, is created by less than 10% of web users, a group we refer to as the most frequent contributors.   But despite the low content creation rates, online communities have enormous influence on almost all web users. Online comments and reviews posted by the enthusiasts are second only to word of mouth as a purchase driver for all web users. Those personal reviews are far more influential than official reviews posted by a website or magazine, or information posted online by a manufacturer.   This means the old idea of quot;influencersquot; is confirmed and explained. The most frequent contributors are the influencers, and they have a strong influence on purchase decisions because they write most of the online recommendations and reviews
  19. 19. + As social media is still evolving The social media sites have deployed the platform but it is the users who are defining how this platform is going to be used.
  20. 20. + When did this start and what really is social media?
  21. 21. Well, back in 1999 the Cluetrain Manifesto warned + business that a revolution was taking place. Through the Internet, the people in your markets are discovering and inventing new ways to converse. They're talking about your business. They're telling one another the truth, in very human voices. There’s a new conversation between and among your market and your workers. It's making them smarter and it's enabling them to discover their human voices. You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.
  22. 22. + And social media is really the “art of great conversation” …online   Think of social media as “conversations” between groups of people. The conversation can revolve around any subject or person.   As with most social dynamics there tends to be one or two people who are “influencers” within the group. The people who follow the group and listen are called “tribes”.   These conversations take place on technology platforms such as Twitter, FaceBook, and MySpace.   With mobile devices and widgets the conversations can take place anywhere at anytime as we connect 24/7.
  23. 23. + The art of conversation requires excellent listening skills Think of it this way:   If you were approaching people at a cocktail party or business dinner you would first listen to the conversation to determine the tone and content of what was being said.   Once you learned this you could then enter the conversation provided you had something relevant to say to the participants.   By continually engaging, listening, you could then become part of the conversation and learn who the influencers really are.   You don’t, however, want to interrupt people with traditional brand messages. This will just turn people off and waste resources.
  24. 24. + Remember the old marketing model is dead Advertiser Consumers You did your research on brand messages, targeted audiences and pushed messages via mass media in a one sided conversation
  25. 25. +Changes are happening that are reshaping marketing Advertiser Consumers People started to have conversations about your brand and products, after all most companies were not interested in having a conversation
  26. 26. + Empowered consumers realize that they have a say when brands weren’t listening Today’s consumers have all the power and they don’t just question, they challenge and flat out reject the irrelevant, unnecessary, and insulting. © Richard Meyer Internet Marketing Consultant
  27. 27. + And the need to speak up and engage others has been fueled by..
  28. 28. + Just look what people are saying online…   “My tax dollars are being used to bailout companies that made bad business decision? Screw them let them go bankrupt”.   “Do we really want to bail out GM, which mocked global warming and stubbornly cranked out SUV’s? Darwinism should prevail: adapt or die”   “I worked hard to get my home and support my family and now my nest egg is worthless than I paid for it. Damn right I’m angry, I was taught to work hard and the American dream would be within reach but now I may have to work well into my 60’s and won’t be able to enjoy the rewards of my hard work”   “I’m sick and tired of these CEO’s getting millions of dollars to ruin companies. It’s greed pure and simple”. Frustrated consumers realize that they can vent, and have an impact, via social media
  29. 29. + This is bad news for brands because consumers are now going to scrutinize every product and brand message. Transparency is no longer an option and you better be ready to have a conversation and listen to your customers not talk at them
  30. 30. +Clearly the marketing environment has shifted to consumers Supply (Marketing) Demand (Consumers) Informational revolutionary forces Demand has changed. Most marketing and advertising, has not ! © Richard Meyer Internet Marketing Consultant
  31. 31. + as most marketers continue with the shotgun approach to marketing over the sustainable
  32. 32. + they are now learning that one one is a powerful number © Richard Meyer Internet Marketing Consultant
  33. 33. + and that Micro-Media is still evolving and changing © Richard Meyer Internet Marketing Consultant
  34. 34. + but for some the corporate social media decision circle remains unbroken Has legal seen this? This could change everything Legal just got back to us Let’s do something Let’s re-think our “social” strategy What about ads on You Tube? Let’s do something “viral” © Richard Meyer Internet Marketing Consultant
  35. 35. + The risk of not doing anything maybe greater than doing something © Richard Meyer Internet Marketing Consultant
  36. 36. + Yes there are a lot of people using social media But are your customers and prospects using social media ? Let’s take a look at the demographics of some key social media sites.. © Richard Meyer Internet Marketing Consultant
  37. 37. + Facebook User Demographics
  38. 38. + My Space Demographics
  39. 39. + Twitter Demographics
  40. 40. + You Tube Demographics
  41. 41. + Digg Demographics
  42. 42. + Blogger Demographics
  43. 43. + And with over 117 million BLOGS people of all ages are BLOGGING. © Richard Meyer Internet Marketing Consultant
  44. 44. + Forrester has even segmented bloggers for marketers Adults 
 •  Publish
 Creators •  Publish

 •  Upload
 •  Upload

 •  Author
 Critics •  Post

 •  Comment
 •  Contribute
 •  Give
 Collectors 12% 


 • Download

 •  Maintain
 Joiners 25% 

 •  Visit
 •  Recommend
 •  Use

 Spectators 48% 

 • Read
 Inactives •  Don’t




 © Richard Meyer Internet Marketing Consultant
  45. 45. + And there’s a good chance that your audience is blogging Younger



 (27-40) (41-50) 
 © Richard Meyer Internet Marketing Consultant
  46. 46. + about their personal experiences with your brand © Richard Meyer Internet Marketing Consultant
  47. 47. + Even female bloggers, although not as big as males, carry a lot of influence   34% of active bloggers and older (only 9% of female bloggers are 18-24 vs. 15% for male)   More likely to be personal bloggers   Women blog to stay connected and make connections   Blogging style is more conversational © Richard Meyer Internet Marketing Consultant
  48. 48. + And a majority of bloggers don’t blog for money They do it for personal satisfaction and to have their say. © Richard Meyer Internet Marketing Consultant
  49. 49. + No matter the age, people are using social media… © Richard Meyer Internet Marketing Consultant
  50. 50. But should you care + about social media? You Tube= 10% of all Internet traffic You Tube & Wikipedia among top brands Five of top Websites are social media sites Over 100 million blogs online 120,000 BLOGS launched every day 1.5 million posts per day (17 per second) © Richard Meyer Internet Marketing Consultant
  51. 51. + Well just look what Apple has done in a “down economy”   Apple has brought the Internet to the next level. The level that everyone expected during the tech bubble has arrived. The efficiency of distribution is impossible for the traditional model to compete with.   Consumers are eating this thing up. During a quarter in which consumers supposedly quit spending, Apple grew real revenue by 54.5% and grew net income by a staggering 81.2%. That kind of growth is absurd for a company as mature as Apple. That kind of growth is absurd during an economic collapse. But it happened. And it's just beginning,quot;   The competition is too late to the party. The snowball has begun. There will come a time when Apple stock will no longer be bogged down by its sector. I don't know exactly when that day is but it's coming. © Richard Meyer Internet Marketing Consultant
  52. 52. Social media is also empowering + patients and challenging the medical community © Richard Meyer Internet Marketing Consultant
  53. 53. + So what’s a brand to do? Marketers have to act as aggregators for the brand and get people to connect via the brand. © Richard Meyer Internet Marketing Consultant
  54. 54. + First, understand the evolution of marketing touch points Touch See Hear Radio Print TV Web © Richard Meyer Internet Marketing Consultant
  55. 55. And the six drivers of brand + credibility
  56. 56. +But that is only the beginning. Brands have to learn to listen to people who are engaged in conversation before they even think about joining the conversation It’s not about pushing irrelevant information it’s about engaging in a conversation that is -Vibrant -Relevant -Fun Social media is a -Compelling conversation so before you jump in make sure you -Valued listen…
  57. 57. + And when engaging in conversation tactical transparency is not an option anymore   Tactical transparency means the use of social media tools to let brands talk authentically about their products and services to their community.   It's a behavior as well as a philosophy.   You do not have to have full disclosure around your brand or organization to have authenticity or breed trust, but you do have to show your audience that you are listening and that you are in the places online, at Facebook, MySpace, et cetera, where they already spend their time. It's a fact: your brand is being discussed off of your main portal. If you do not have a voice in those places where your audience already is, people will wonder why you are silent and they also will wonder what you may be hiding. © Richard Meyer Internet Marketing Consultant
  58. 58. + Lot of elements to keep brands in consumers good graces loyalty trust authenticity credibility transparency positive interactions negative interactions inconsistency distrust disloyalty corruption inauthenticity
  59. 59. + The new marketing spiral is now social by definition © Richard Meyer Internet Marketing Consultant
  60. 60. + This means it time to rethink your marketing and remember remember the power of one ! Don’t think of them as customers think of them as people and then talk with them © Richard Meyer Internet Marketing Consultant
  61. 61. Use unconventional marketing as a + social media communication channel Conventional
 © Richard Meyer Internet Marketing Consultant
  62. 62. + Working with social media, some guidelines
  63. 63. + acknowledge that… First “Online Markets... Networked markets are beginning to self- organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.” The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
  64. 64. + Including 95 Theses of the Cluetrain Manifesto 1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. 10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. 34. To speak with a human voice, companies must share the concerns of their communities. 75. If you want us to talk to you, tell us something. Make it something interesting for a change. 94. To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. 95. We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other. We are watching. But we are not waiting.
  65. 65. + Some social network marketing guidelines In order to be effective all social media marketing programs should:   Meet business objectives: First and foremost, any marketing campaign or activity should match with a business objective, regardless of the tools being used.   Supports Community Goals: Every community is different, and each has unique goals (from supporting products, to each other, or to just be entertained) the campaign focus should therefore meet the needs of the community, before the needs of the marketer. Effective campaigns will first understand the core drivers, interests, and rituals of the community and learn how to meet those desires.   Encourage Member Interaction: The most successful social networking campaigns and efforts involve the audience.   Quickly scale: Social networks are designed for information to quickly move from member to member, so campaigns that lean on these capabilities perform the best. These attributes known as Velocity, Viralness, and Spread are key.   Utilize Media: In some campaigns, the best way to get members to return is to offer them media. Depending on demographics and community needs, this could be audio, videos, or demos   Foster self-expression or communication: Members in social networks like to communicate with each other, or self-express. As a result, campaigns should satisfy these needs with the appropriate tools   Offer a satisfying User Experience: This encompasses the overall experience of the campaign, the content and navigation items should be where expected, the language familiar to the audience, and overall look and feel of the site appeasing. © Richard Meyer Internet Marketing Consultant
  66. 66. + Some social network marketing guidelines(cont)   Provide longer term utility: Successful campaigns have a longer term value, rather than a short term ‘disposable campaign”. These campaigns add value by being a useful application to the members, rather than just quick dose of entertainment   Enhance Value as Community participants: As more people contribute or interact with the campaign, the value is increased. This can be in the form of content that is created by the community, contests, voting, or games.   Integration with other marketing activities: Successful marketing campaigns aren’t single channel, in fact they utilize multiple channels and mediums to enhance the overall activity. The same thing applies to marketing campaigns on social networks, those that are promoted from other locations such as (corporate websites, email newsletter, blogs, podcasts) outside for the social network have a great chance for success.   Maintain agility during the campaign: Social networks are living, breathing organisms made up of real people connecting with each other. Marketing campaigns also should share these attributes and show be flexible to change in-flight, yield to legitimate requests or complaints of the community. Those campaigns that reflect the same dynamic behavior as human interaction have a higher chance to be interacted –and accepted –by the community. (Submitted by Graham) Twitter Profile Friendfeed Profile Facebook Profile Events Follow me on Twitter TOPIC CATEGORIES Analyst Asia Blogger Dinner Career Case Study Challenges Citizen Journalism Collaboration Community Manager Community Marketing Conference Content Management System Curated Social Content Data Portability Data Storage Digest © Richard Meyer Internet Marketing Consultant
  67. 67. + Justifying marketing dollars for social media engagement can be done   Determine what to measure The first step is determining what to measure. Start by considering why social media is being used in a particular campaign, and then look for ways to measure the results. It is important to set the campaign up for success. Don't track data that is hard to gather, but do set your sights on the low-hanging fruit that will yield meaningful results.   Take advantage of existing tools Social networking sites recognize that they live or die by their user base, and they understand that advertisers on these sites want specific insights into who they are talking to and how the message is being received. By using Facebook's sophisticated tool kit, it is possible to track specifically who is engaging, and what they are doing there.   Track how social networking impacts other channels Tracking the number of daily users is a no- brainer, but mapping in-network interaction to external behaviors becomes much harder. There are, however, a few ways to skin the cat, given creativity and tenacity. If a brand creates its own social network, using a pre-existing platform such as Ning, in conjunction with metrics tools, it's possible to track entry and exit points on the site. If a clear destination has been identified as a project goal, it's possible to drive the user there and track the volume. If a social networking campaign launches, look outside the web to see if there is a correlation between sales and the viral growth on the networks.
  68. 68. + Use examples of how brand are using social media
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  81. 81. + But those that do usually use some guidelines for like these for Microblogging   (Careful) Product Pushing As a company, you should avoid being blatantly self- promotional on Twitter. Because people are choosing to subscribe to your site you can assume they'll expect (and want) some discussion and updates about your products. But the key is to have some voice or commentary in your tweets to go along side product information.   Community Outreach One way companies can be successful is by thinking about the communities that they serve, both online and offline.   How-To and Service Questions Some companies such as Comcast (@comcastcares) have begun assigning an employee to take customer questions over Twitter. This level of communication allows for a level of intimacy absent from corporate websites that offer FAQ sections of their site.   Humanizing the Head Honcho CEOs (with some exceptions) have generally been lousy bloggers because they aren't good at it or they don't have time. Now, with microblogging tools like Twitter that integrate with their mobile phones, there is a better opportunity for them to communicate with employees and customers.
  82. 82. Even with the buzz around social + media some marketing people still don’t get it   Facebook, MySpace Aren't Making the Marketing Cut. Blogs And Mainstream Media Intersect More than one-quarter (27%) of consumer and B-to-B chief marketing executives surveyed online in late October by GfK Roper Public Relations and Media for marketing services firm Epsilon identified social networking and word-of-mouth as the tools they would most like to introduce to their marketing mix to compensate for anticipated budget cuts--ahead of all other traditional or digital marketing channels.   However, more than half (55%) of the 180 responding chief marketers--representing brands with revenues ranging from $250 million to more than $10 billion--indicated low current interest in actually incorporating the networking sites into their plans.   One-third said they're quot;not interested at allquot; in getting Facebook and MySpace into their plans, and 22% said they're quot;not too interested,quot; while 35% are very or somewhat interested.   Other, more quot;traditionalquot; social media scored far higher on the very/somewhat interested in integrating question. More than half (52%) ranked both Internet forums and Webinars in this category, followed by Webcasts and podcasts (47%), email (also 47%) and blogs (37%).» November 2008 » October 2008 » September 2008 » August 2008   Why the lack of use of these networks? These sites quot;narrowly appeal to college and high school students,quot; pose results-measurement challenges and yield a limited amount of actionable data, sums up Epsilon CMO Steve Cone. To put it more bluntly, quot;marketers don't care about teenagers sharing photographs with one another,quot; Cone tells Marketing Daily. And while companies can post their own products or marketing-oriented profiles on these sites, site users quot;are likely to turn offquot; if they see too much marketing on these kinds of channels, which they consider vehicles for personal communications, he adds.
  83. 83. + Remember the 4C’s of Social Media
  84. 84. + Measuring social media strategies   Brand equity study (test vs. control groups)   Brand tracking study   Intent to purchase (test vs. control groups)   Number of mentions in social media by a service like Nielsen Buzz Metrics   Google analytics, Feedburner, Hit tail, Technorati   Blog comments   Customer service feedback   Sales chart with spikes attributed to specific programs
  85. 85. + Finally…..   Social Media is hot but it is only one element in your marketing plan. Don’t expect social media to solve all you marketing problems overnight.   If you don’t have the people to successfully deploy and monitor social media initiatives then don’t do it. You have to think how management would react to a program failure because you didn’t have adequate support levels.   Move from shouting to listening: learn about the art of the conversation   Social media requires a new level of transparency that must be communicated from the most senior executives down the chain.   Learn who your influencers are and feed them information with insights but also learn who are those who are determined to “sink” social media marketing and do everything you can to win them over with good measurable examples.
  86. 86. + Sources   Forrester Research   eMarketer   Clutrain Manifesto   Facebook, Twitter and My Space   Logic and Emotion BLOG (David Armano)   Web Strategy by Jeremiah (BLOG)  
  87. 87. + Contact   Richard Meyer   For an updated resume or consulting please eMail me at 