The New Marketer

The New Marketer: How the Role of the Marketer Is Changing as the Result of the Social Web Jen McClure May 26, 2010

Get ready for change & more change Years to Reach 50 million Users: • Radio (38 Years) • TV (13 Years) 0 1 year 20 38 years years years • Internet (4 Years) • iPod (3 Years) • Facebook added 100 million users in less than 9 months • iPhone applications hit 1 billion in 9 months • In 1 year Hulu grew to 373 million streams.

First, some facts  Social Media has overtaken porn as the #1 activity on the Web  Online video has a 40% better greater recall than TV  Half of all American’s over 12 have a social networking profile up 2x from 2008  42% chose the Internet as most essential just 5% said newspapers  300K new Twitter accounts are added every day  More Fortune 500 companies have a Twitter account than a public-facing blog  People now visit Facebook more often than they use Google and Twitter is replacing Google in search  If Facebook was a country it would be third behind China and India and the fastest growing segment on Facebook is 55-65 year-old females  78% of consumers trust peer recommendations , only 14% trust advertisements  Only 18% of traditional TV campaigns generate a positive ROI  84% of marketers said they were shifting marketing $ away from advertising and into tranactional ads.

Why Social Media Works   Before:   Today Hey, Hey, do you everyone need some I’ve got a help? business!

The Times, They Are A Changing •  The Army recruited more via a video game than all other advertising efforts •  Procter & Gamble is now paying for engagement, not eyeballs •  Sodexo cut $300K (NET) of its recruitment budget using Twitter •  IBM sells more with a $500 podcast than it does from an ad •  11 moms improved Wal-Mart's image & delivered measureable increases in sales •  The Red Cross raised $35 million for Haiti relief via texting in one week •  Dave Carroll (United Breaks Guitars) cost United $180M •  The cost of more than 51,000 replacement guitars.

The Old World of Marketing Communications  Creating, managing and monitoring the message  Limited number of management/ spokespeople to communicate with   Employees   Media   Public  Some content creation

The New World of Corporate Communications   New tools and technology platforms   A freer exchange of opinion and communication   Conversational or participatory communications   Level playing field   Silos breaking down   Old role of gatekeeper of “the message” crumbling   New ability to communicate directly with many publics   Relationship development

Top Trends   Increasing adoption of social media across all sectors of business and all types of organizations   Widening gap between adopters and non-users of social media   More “Behind the Firewall” initiatives   Increased focus on ROI and tying social media to hard measures like lead generation, sales and traditional business goals and initiatives   Social media is not just for communications initiatives anymore: Increased integration of with other business functions like customer service, CRM, knowledge management, training, sales, etc.   Increased integration of social and more traditional business applications, i.e. LinkedIn with Outlook, Gmail with Buzz, Facebook with everything   Business and organizational models are increasingly being disrupted by social media   Privacy concerns are increasingly an ethical issue to be considered and addressed   Mobile is changing everything …

Social Media & Hiring   CareerBuilder has named social media as #2 in the top 10 hiring trends.   Social Media Experts will be in high demand.   40% of employers are putting a greater emphasis on social media   One in five employers is adding social media employees’ responsibilities   8% of employers plan to hire someone new to focus focus on social media   New titles and roles: Blogger in chief, Social Media Strategy Officer, Social Media Managers, Online Community managers, etc.

New Titles Emerging   Social Media Director   Social Strategist   Blogger-in-Chief   Online Community Manager   Social Media Producer   Etc.   New titles are emerging every day!

Corporate Use of Social Media   49% of the Inc. 500 are using social networking   45% of the Inc. 500 are using online video   31% of the Fortune 500   10% increase over 2008 for Fortune 500 companies   86% of the Fortune 500 link directly to a corporate Twitter account   300% increase over the 2008 study   35% of the Fortune 500 have active Twitter accounts   47% of the top 100 companies have a Twitter account   4 of the top 5: Wal-Mart, Chevron, ConocoPhillips and General Electric – consistently post on their Twitter accounts.   The number one ranked company, Exxon Mobil, does not have a Twitter account.   The insurance industry has the most Twitter accounts Source: The Inc. 500 & Fortune 500 & Social Media: Longitudinal Studies by SNCR Sr. Fellow & Research Chair Nora Ganim Barnes, PhD & Eric Mattson

A good listener …

A good conversationalist …

An enabler…

A trainer…

A collaborator…

A storyteller…

A talent scout…

A producer…

A data analyst…

A knowledge manager …

A change manager…

A connector…

A conductor…

The Age of Social Media: An Opportunity & A Challenge Challenges: Opportunities:   PR & organization need to re-gain trust   Enable valuable conversations and credibility   Ability to gain feedback   Corporate messaging increasingly irrelevant   Strengthen relationships   Market and audience segments more focused   Enhance loyalty, trust, thought leadership, image enhancement   Communication as well as product & service quality crucial to maintaining   Increase search engine visibility loyalty, trust, relationship & influence   New technology   Grow brand visibility   IT concerns (excuses)   Deliver timely & candid information   Bandwidth on industry trends & issues   Security   Compliance   Augment traditional news and   Management & Support communications channels

Benefits of Social Media   Improved communications & teamwork   Idea-sharing   Relationship-building   Complement to traditional PR   More open dialogue with key audiences   (e.g., accountants, open source community)   Product development & innovation   Customer service improvements   Increased loyalty   Reputation building

And now here’s the quiz….

Are you a new marketer?

Does your organization have a social media policy?

Are you ready to give up stringent control of “the message?”

Do you know how to really listen? Are you ready to become the ears of your organization, not just the mouthpiece?

Are you ready to commit yourself to engaging and conversing?

Are you ready expand the number of communicators in your organization? Are you willing to empower colleagues across all disciplines to have more of a voice inside and outside the organization?

Do you know how to blog, podcast, produce video, create an online community? Are you ready to teach others in your organization how to use them?

Are you ready to be the strategic hub of your organization & take a seat at the table?

Benefits of Social Media – “ROI”   Improved communications & teamwork   Idea-sharing & collaboration   Relationship-building   Complement to traditional PR   More open dialogue with key audiences   Product development innovations   Customer service improvements   Increased employee and customer loyalty   Reputation enhancement   Peer-to-peer tech support   Improved efficiency & effectiveness

For more in-depth education A global nonprofit 501(c)(3) think tank dedicated to the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. www.sncr.org +1 (408) 266-9658 info@sncr.org

Thank You! How to contact me: Jen McClure (650) 387-8590 jenmcclure@gmail.com @jen_mcclure Skype: jenmcclure www.jenmcclure.com

The New Marketer

by sharisax on Jun 16, 2010

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The New Marketer — Presentation Transcript