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Social Marketing Mid-year Check-in
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Social Marketing Mid-year Check-in

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The world of social marketing is changing quickly. This is meant as an update to our 2012 predictions, with a bit of content around PR agencies and how they can use social.

The world of social marketing is changing quickly. This is meant as an update to our 2012 predictions, with a bit of content around PR agencies and how they can use social.

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  • Thanks for having me here today. Goal of the next few minutes is to really review what’s been going on so far this year and what we expect to happen the rest of the year, then transition into some higher level thoughts on what this all means and how we all need to move forward.
  • 2012 has been a crazy year in social. Whether it’s the Facebook IPO, the acquisitions or the continued big marketing campaigns it’s been in the news. I know recently there is talk of a bubble in social with the disastrous Facebook IPO, but I am here to say is that don’t worry about social for now. If you look at the last two recessions both where technology and online companies took a major hit in the markets, online ad spending didn’t go down as much, and we expect the same thing to happen here.
  • 2012 has been a crazy year in social. Whether it’s the Facebook IPO, the acquisitions or the continued big marketing campaigns it’s been in the news. I know recently there is talk of a bubble in social with the disastrous Facebook IPO, but I am here to say is that don’t worry about social for now. If you look at the last two recessions both where technology and online companies took a major hit in the markets, online ad spending didn’t go down as much, and we expect the same thing to happen here.
  • 2012 has been a crazy year in social. Whether it’s the Facebook IPO, the acquisitions or the continued big marketing campaigns it’s been in the news. I know recently there is talk of a bubble in social with the disastrous Facebook IPO, but I am here to say is that don’t worry about social for now. If you look at the last two recessions both where technology and online companies took a major hit in the markets, online ad spending didn’t go down as much, and we expect the same thing to happen here.
  • And here are some numbers to prove it. Companies still are investing and saying social is important to their buisness, yet barely any of them care about how to measure ROI based on it.Why is that? I think the reason is they are scared of the power of it. The power of the people have to uprise and overthrow governments using it, the power they have seen their competitors using it to create active fan bases and large communities, and because of the power almost all brands have seen in their own communities to impact the nature of their business. This won’t last forever however. Companies are going to shift and need to know more data on how it is working, and why. Not neccesarily ROI as they haven’t ever known that for TV and that media has done fine for 50 years, but more analytics reasearch and insights will be needed to appease even the most social media enthusiastic execs.
  • We’ve all seen it coming. Too many tools in the space and none of them are that great. We’ve talked about the one tool to do CRM, CMS, and provide insights, and it seems with these latest aqusistions Oracle and Salesforce are headed in that direction. Sure we don’t know when they will actually get there, nor if the government will let them do that sort of rich data tracking on their customers, but think of the potential. Being able to not only track customers when they reach out to you with a problem, but what they say before and after they do. To offer pro-active support like a friend would, and to be able to track a phone call, email, social interaction all in one place for each customer so you can get rich insights and information on who they are and what they like.
  • I think if you look back at 2012 5 years from now you will see it as the year of the image. Not only the rise of Pintrest and Instragram, but also the fact that Facebook places such a high value on images, and they get such great interactions. It seems in this day where we are all short on time, bombarded by words on the internet, that the simple image that is grabbing all of our attention. Question we have is if Video will soon take precedence here, or if images will continue to lead. A picture really is worth a 1,000 words, and consistent images that follow a strategic social media content plan must be part of every social channel.
  • It seems everyone is talking Social+Mobile, but other than the needed one to do the other, it doesn’t seem anyone has really figured out how the two work together. Sure everyone uses their mobiles to access their social profiles, but what does that mean for a brand? How does that effect content? What does that mean for an intergrated strategy? Is mobile simply the walkman for social? Is it merely a new way to consume social, like the walkman was for music, or will it truly revolutionize the space? I think that is the key for 2013, and especially HTC.
  • Read more: http://jureklepic.com/2012/05/16/clout-vs-klout-or-the-real-meaning-of-social-influence/#ixzz1x2L1mEbrYou can’t do anything now without talking about influencers and how to reach them. While valueable you must realize that most of this is because companies are again thinking about ways of doing one to many communication as to one to one as social was intented. Social inlfluencer outreach is key however and must be done, but we view it three different ways – Paid Outreach – Great for big campaigns where estential you are paying for a blog post on their page similar to izea. Has value but doesn’t really have any long term value much more than an ad. Giveaways – Think Klout or other items like that where esentially you are giving things away to people in hopes that they talk about your product. Again this can provide value, but you must know your product well and understand you can get positive and negative reviewsAdvocate Programs – these are much like what HTC has with elevate. These are long term programitic programs where you can target a group of individuals and develop relationships with them through sustained communication. Finding these people can be done organically, through listenting research, or even through buying a list of people to target much like a PR list. But we have seen the most success when the three are used together.
  • Talk about ADD, and over stimulation. TV shows seem to be too boring to keep peoples attention and are background noise at this point. People wathcing TV while on the net, and vise versa. How does this change the way the two work together? What can be done to stimilate peoples full attention? No matter what these usage habits will force companies to do integration, and the like of GetGlue and others are seeing it and capatlizing.
  • And this is the big one, Integration. It seems we can’t go to a meeting where this word isn’t brought up, though not everyone knows what it should be. Right now it seems that overall marketing programs are developed and then thrown into silo’s to be worked on. So you get ads with hashtags on them, or on social you get longforms of what is on TV. How should all of this work together? How do teams work together for true integration? Since Social is so key to everything a company does, we see social leading the way to develop true integrated plans with partners, but those in this room need to stand up and ensure their voice is heard.
  • So we also look at the apps and where they are going on a consistent basis as well, and boy is that landscape changing as well.
  • We are seeing more TV shows getting integrated with social, and typically the entertainment biz leads marketing, so we will see how that develops. Are we finally going to get addressable TV and order whatever our fav actor has on that show? When are we finally going to disconnect from Cable and push more to streaming options? With MSFT’s E3 announcement we continue to head in that direction, but not as fast as everyone seems to think. Will Social TV provide that true connection to the audience that we have all hoped for over the years?
  • Boy this jumped on the scene this year, but as most startups with huge success they have yet to truly capilize on their audience. They are working to develop a program for brands and we are helping them with that as a strategic partner of theirs, and they are looking to continue to grow and refine their UI and UX which has truly set them apart. Right now they don’t even really have a sales team, so we will see what happens in the next few months as they hire their head of sales and start pushing to make a buck.
  • OhIntagram, where did you come from? I think the key thing that Instagram and Pintrest are telling us is not only that photo’s are powerful, but that people like simple and one use platforms. Instagram is going to continue to build out but with being purchased by Facebook are they going to be able to keep it simple and easy? Also how will the increased drive to monitize the platform effect the user base?
  • Boy Foursquare just keeps on ticking doesn’t it? Now that their competition is all but done, the rest of 2012 and 2013 are going to be interesting for Foursquare. What shocks me about Foursquare is the lack of direction and oppertunities they give brands. All the cool ideas they have had an implement have come from brands coming up with the idea and presenting it to them. So far it is has worked but we will see if they need more creative dirceiton for brand highlights in the future. Also one thing Foursquare continues to talk about but has yet to excecute well is to really take on Yelp. They content that their data of where your friends go, is more valuable in providing reccomendations then reviews from strangers. Lastly, the data they have on retail customers for businesses is amazing. The opportunity to see where else your customers shop, and what areas they work and live, is key is retail expansion and in making business decisions.
  • Oh Facebook what a hard past few months we have seen but a few things stand out to me. They want companies to use social correctly and with the new Reach metric it forces companies to engage and connect with consumers to reach their audience. This means they are thinking of FB much more programmatically. With reach generator and others, they are focused on long term non-marketing like programs, and are almost consulting companies on how to do so. Tracking – Facebook must and rumor is will implement ad tracking soon, so you can see the effectiveness of your ads online, just like with any other display product. Of course this means they will need to deal with regulator and an upset audinece but they need to do it to increase revneueGroups are a huge opportunity for brands and a place to have smaller private communitiesTargeting optiosn are key. With the latest geo options it means companies can limit the amount of pages they have, and this could expand to products next.
  • Twitter needs to do something as they continue to move along with not extremely fast growth, or increase usage rates. Are they going to buy someone? Will they play into the social TV? It is all options but the key for Twitter is that most of the information is public as opposed to Facebook, so what they can do with the data provides a lot of opportunity.
  • Will Google integratedYoutube with G+ in an effort to save it? Youtube is the only good social network Google has, and all other sorts of integration with Gmail and search havn;t worked yet so maybe Youtube is next? Also incrreased quality in content and ad platform. Truly Youtube is the most effective social net in selling ad space of any.
  • So this is all great and good, but what does it mean for companies? Well we put together a list of a few ideas that while not new we think become even more important in the near future.
  • How can we make sure out customers are included in everything we do? Why don’t we give them a place on the org chart and use social data to understand their needs and wants? I’m not saying companies need to do everything their customers say, but instead they need to understand the root desires of their customers so they can develop products that meet those needs. Also decisions need to be made based on customer feedback and insights. Take the bootloader situation last year. If the customer was at the heart of the organization we could have been prepared for the response or made a different decision in the first place. Proactively listening needs to happen instead of reacting, and customers need to be placed at the forefront.
  • Let’s move away from developing TV ads and say lets make them social. Or develop programs them push people to share them. Social needs to be at the heart of all marketing because as the convergence of media comes together so does the convergence of marketing need to. Social is in a great place to do this, now we just need to do it. Let’s strive for two way conversations in everything we do, and focus on creating content people want to view and share, not on what we need to push on them.
  • That sort of integration is key. Once again media companies are leading the way of integrating not just social, but making their products part of the fabric life. One platform is not enough. Broadcast, digital, social, PR, gaming, mobile etc. must all be used, but they must be used in a unqiue way and to tell a deep and complex story. You simply can’t re-pourpouse information on multiple platforms, but instead must use each platform for what it is best used for and to help tell a deeper richer part of the experince.Star Wars has done just that through the years, with games, websites, movies, tv shows etc. each which tell a unique part of the Star Wars universe and give you a better pitcure of the world and tie people close with it. The Matrix has done this as well, and most recently Hunger Games. How can brands and how can HTC connect with customers at this deeper level? How can we use all different channels to have two way conversatiosn with people and give more insights and appeal to who the brand really is? How can TV be used, how can Social be used, and how can it all help tell the underliying message we want to communicate, but at such a deep and wide level people get to feel a part of it, not just a reciepient of it?
  • This is just one small example, and really a hard one since the story line isn’t that complex, but thought it would be a good starting point.

Social Marketing Mid-year Check-in Presentation Transcript

  • 1. Social MarketingMid-year Check-in June 2012
  • 2. I’m Ron.<COMPLETELY EMBELLISH ONYOUR CAREER ANDACCOMPLISHMENTS HERE, NOONE WILL KNOW… COME ON.DO IT>
  • 3. SERIOUSLY,THOUGH…• Recovering PR guy• Sr. Strategist at Spring Creek Group – the largest pure-play social media agency in the U.S. (and world next quarter)• SMC Board Member• WOMMA Ethics Advisory Panel member• Blogger• Tech junkie• Karaoke god• Gets scared when people start intros with “I follow you on Twitter”
  • 4. 2012 has already been a yearof great leaps for the socialspace. Acquisitions, usergrowth, and marketing pushesare just the beginning. Hereare a few trends we’recontinuing to watch…
  • 5. Marketing Departments Double Down on SocialCompanies are truly pushing ahead with marketing, despite economicsluggishness. They’re finding smarter, more-efficient ways to spend theirmarketing budgets – and social is a large part of that spend.• 83% of marketers say social media is important for their business.• 40% of marketers want to know how to measure the ROI of social.• 64% of digital marketing and media pros increased their spending in 2012.
  • 6. Consolidation Continues in the Social SpaceAs more and more marketing, customer service, and sales departments arebuying into social media, larger companies are buying up smaller ones tocement their places in the mix• Buddy Media purchased by Salesforce.com for $600M+• Vitrue purchased by Oracle for $400M+• Instagram purchased by Facebook for $1B (yes, with a B)
  • 7. A Picture Is Worth aThousand Words…or $1BWe all know that images on Facebookdrive more interactions, but therewere a number of big-time visualchanges in social that are driving theadoption of image-driven marketing.• Pinterest boasts 20M users• Instagram has seen over 1Billion photos uploaded since it’s launch• Facebook increased the size of images in the news feed by over 25%• Pinterest users are 2x more likely to purchase products than Facebook users
  • 8. With Social + Mobile, There is No “or” AnymoreWhere there were once two, now there is one. Social and mobile continue toentwine in the lives of consumers and the new breed of apps and experienceshave to keep this in mind.• Location app Highlight marries place with relevance• Facebook launched ad units able to be targeted at mobile devices (June 5)• 3 out of 10 top mobile apps on Android and iOS are social app
  • 9. Rise of Influencers PR, Marketing, and others are key to reach out to influencers to keep traditional models alive. • 90% of purchases are subject to social influence • 90% of consumers rely on recommendations from people they know • 67% of shoppers are willing to spend more money online after seeing recommendations from friends
  • 10. Entertainment and Social Will Continue to MergePeople don’t simply sit down to watch a show or a movie anymore – they havetheir second (or third) screens with them.• 86% of U.S. tablet owners and 88% of smartphone owners use them while watching TV.• @piersmorgan gains 650-700 followers a minute when his handle is on screen• The U.S. and U.K. have higher simultaneous use of TV and smartphone/tablet than rest of world combined.
  • 11. IntegrationMarketing departments arelooking for wiser ways tospend their money. There’s nobetter way to create a greatcampaign that to have all yourmarketing working together.• There were 8 commercials during the Super Bowl that mentioned Twitter (or used a hashtag) and 8 mentioning Facebook• 50% of print ads mention a tie to social media (Like us, Follow us, hashtag, etc.)
  • 12. These are the social channelsand apps that we’re keeping aneye on these days…
  • 13. What We’re Looking For• Integration of live content within applications• Real-time integration of audience feedback into live shows• Connection between on-screen experience and retail purchase via mobile/tablet• Consolidation of apps into cable/provider networks
  • 14. What We’re Looking For• Deeper relationships with brands coming in later 2012 (SCG-provided questionnaire)• Analytics capabilities for brand pages• Enhanced brand experience with custom-designed board appearances and pages• Enhanced mobile experience with better in- browser pinning
  • 15. What We’re Looking For• More tools for brands (analytics, branded filters, FB page integrations)• Custom landing environments for web• Video capabilities• Enhanced commenting (with clickable links)• Advertising and sponsorship opportunities
  • 16. What We’re Looking For• Closer relationships between Foursquare and commerce providers (credit cards, PayPal, etc.)• Slowdown in check-ins as users begin to get fatigue and apps like Highlight pick up more steam• Increased advertising opportunities within the channel• Increased use of data to provide recommendations
  • 17. What We’re Looking For• Huge focus on reach not followers• Programmatic channel development strategies• Ad tracking and optimization• Increase in brands using Facebook Groups• Richer organic targeting options (geo, income, etc.)• Business intelligence insights and reporting• Continued focus on mobile• A motivated Zuckerburg
  • 18. What We’re Looking For• Increased focus on traditional ad money and integration• More of a play into social TV with possible acquisition• Increased advertising opportunities within the channel
  • 19. What We’re Looking For• Continued focus on SEO• An audience
  • 20. What We’re Looking For• Integration with Google+ in effort to save it• Push to higher quality production and original content• Increased focused on ad platform and social integration
  • 21. OK, Ron, we get it… but, wework in PR/Comms. How is thisany use to us?
  • 22. Know more. Do Better.• Go beyond the author info on sites to see how journalists, editors, and influencers talk about the space you work in.• It’s all out there just waiting to be consumed and added to your knowledge base.
  • 23. Build Relationshipson SocialIt’s OK to friend people whoyou work with on a regularbasis. You never know, theymight see something you postand decide to call you up for aquote before another PRperson, just because you’re topof mind.
  • 24. Actually pitch using socialSometimes time is of the essence and you might have a better chance ofreaching a writer, editor, or influencer via Twitter or another network. Don’tbe afraid to reach out.
  • 25. Real-time is the only option2 minutes late doesn’t cut it anymore. In order to keep a pulse on news, yourclients, and the industry, you need to be able to monitor and reach in real-time – without barriers and hoops.
  • 26. Social isn’t going awaySocial itself may not live on as a separate discipline, but it won’t go awayeither. The movement in social today is toward truly social business. This is atall levels and in all departments. Social is informing and becoming a part ofthe entire business process.
  • 27. Follow me on Twitter @ronschott. Find me on Facebook /ronschott. Typemy name and Seattle in Google to find out everything else