What you’re afraid to
Internet Marketing Consultant
admit you didn’t know
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
That turns out to be a very dangerous
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
But some marketing people were
still ignoring this “new trend”
called social media because they
didn’t understand its power to
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
“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.”
+ 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 Classmates.com, 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.
+ The consequences of a mistake
can be costly and immediate with
“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.”
Do they know that three
in four US adults now
use Social Media to
connect with each other
compared to just 56% in
+ there is also risk in
doing something social if
you don’t understand the
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.
+ 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
+ And the Influencers are the primary
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
+ 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.
When did this start and what
really is social media?
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.
+ 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.
+ 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
By continually engaging, listening, you could then become
part of the conversation and learn who the influencers really
You don’t, however, want to interrupt people with traditional
brand messages. This will just turn people off and waste
+ Remember the old marketing model
You did your research on brand messages, targeted audiences
and pushed messages via mass media in a one sided
+Changes are happening that are
People started to have conversations about your brand and
products, after all most companies were not interested in having a
+ And the need to speak up and
engage others has been fueled by..
+ Just look what people are saying
“My tax dollars are being used to bailout companies that
made bad business decision? Screw them let them go
“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
“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
This is bad news for
consumers are now
going to scrutinize
every product and
Transparency is no
longer an option and
you better be ready to
have a conversation and
listen to your customers
not talk at them
+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
It’s not about pushing irrelevant information it’s about engaging in a
conversation that is
Social media is a
-Compelling conversation so
before you jump
in make sure you
+ Lot of elements to keep brands in
consumers good graces
+ Including 95 Theses of the
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.
+ 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.
+ Use examples of how brand are
using social media
+ But those that do usually use some
guidelines for like these for
(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.
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.
+ Measuring social media
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
Google analytics, Feedburner, Hit tail, Technorati
Customer service feedback
Sales chart with spikes attributed to specific programs
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
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
Facebook, Twitter and My Space
Logic and Emotion BLOG (David Armano) http://www.darmano.typepad.com/logic_emotion/
Web Strategy by Jeremiah (BLOG) http://www.web-strategist.com/blog/
For an updated resume or consulting please eMail me at
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