Siouxland chamber sm presentation nov 4 2011Presentation Transcript
Social MediaWhat’s the benefit to brands? 11.4.11
• Media Consumption• Social Media• Blue Bunny Social Media
Paid Media Free Media Social MediaProject message Promote message Interact directly withinto the to someone who your consumersmarketplace will communicate your message 3
P.O.E.M. Paid Media Owned Media Earned MediaPaid Media Controlled Channel Free MediaTelevision, Radio, Pr Buildings, Brochures, Public Relations,int, Magazines, OO Company Website, Social Media Word of Mouth, Facebook,H, Banners, SEM, In Company Social Blogs, Twitter, YouTube,-store, etc. Media pages, etc. Flicker, Forums, ect. Prospects Customers Advocates
Media ConsumptionNewspaper Circulationsince 1990
Media ConsumptionMagazine ad sales by percent change
Media Consumption By age demographic Age Total 18-34 35-44 45-54 55+ Visiting online news and information sites 28% 29% 34% 29% 22% Listening to the radio 19% 24% 21% 15% 13% Reading newspapers online 17% 18% 19% 17% 15% Watching cable TV news 17% 13% 17% 17% 22% Watching TV network news 14% 12% 14% 12% 17% Reading magazines in print 13% 18% 11% 9% 10% Reading newspapers in print 11% 13% 9% 10% 11% Note: Percentages may not add up to 100% due to rounding.Source: 24/7 Wall St./Harris Poll
Media consumption Internet dominates young adult media time 173 172 171 2:52 Hrs 170 per day 169 168 167 166 2:47 Hrs 165 per day 164 Min. on Internet Min. on TV (American ages 12-24)Source: Edison Research
Media Consumption Media consumption habits (American ages 12-24) (Reported change from Sept. 2010)Source: Edison Research
Media ConsumptionThe percentage of adults in each generation who own the following devices.
Social Mediais a set of online tools that• facilitate conversation• connect people• build relationships
Reach over time An increasingly active universe Reach
The challenge is tounderstand thecomplex eco-systemof social media.
What job do you want social media to fill?
The future faceof social media…
Social Media via mobileMobile users visit socialnetworks 18% moreoften than averagesocial network users.
Texting 21.6% Internet 16.7% Email 15.7% Call 7.8% Making Phone Calls GPS 6.9% Ranks 4th 5.9% Facebook Only 7.8% of users cited Apps 4.9% making phone calls as an News 2.0% indispensible feature of a Bluetooth 2.0% smartphone Calendar 1.0% Top 10 Essential Smartphone FunctionsMore than Talk: Action in Mobile Marketing May 2011, % of respondents 18 Source: Prosper Mobile Insights
Mobile Browsing In-store Grows 78%In-store Mobile Product Browsing2009-2010, % of US consumersSource: Oracle / ATG 60% 55% 48% 44% 41% 39% 36% 37% 27% 23% 22% 19% 18-34 35-54 55 and older Overall Nov. 2009 July 2010 Dec. 2010 More than Talk: Action in Mobile Marketing 19
Who are mobile users• Medium to high income (62%)• College degree or post graduate• Senior decision making position (25%)• Influencers (index 157)
The Socialisation of Brands
Percent of consumers viewing branded websites
Used a branded social network in the last six months
There is huge demand for a more socialand interactive relationships with brands.Almost half of the Active InternetUniverse has already joined a brandcommunity. These communities arealso clearly having a huge benefit tothe brands involved, driving brandloyalty, endorsement and sales.
So why are people joining brand communities?
What is the benefit to a brand? “I thought “I am more “I felt more “I recommended more likely loyal others to join” positively to buy towards theof the brand” the brand” brand”
Blue BunnySocial Media Efforts
Interactive Goals (Website, Database, Social Media)1. Increase brand loyalty through relationship building2. Increase purchase intent3. Provide relevant and meaningful content sought & discovered4. Acquisition to grow iST membership and social media connections5. Retention of iST members to decrease churn6. Increase brand visibility 1. SEO – continue search engine visibility 2. Utilize Social Media tools7. Track users behavior online and in social media
Social Media Tactics Elements of Social MediaListening Talking Animating Supporting Absorbing Capturing Sharing Sparking Improving the Solicitinginsights and information advocacy service target feedback with target and driving experience customer input from target customers positive and helping on product and customers WOM customers service get more improvements value
MLC Social Media Opportunity Diagnostic Blue Bunny Social Media Opportunity Profile908070 Blue Bunny Maturity60 Index5040 Industry Standard of3020 Top Performers10 0
2011 Facebook Strategy SCRMFan Acquisition Banners Social Customer Organic Relationship Marketing Total Fans Content Management Fan Engagement Likes Comments Total Viral Loop Feedback
Branded Viral Loop32
There are four steps to identifying the rightsocial media experience for brands:1. Understand the social landscape of the category2. Identify where the consumer fits in this landscape3. Identify the social needs of the consumer in the category4. Map them to social media platforms that can best deliver them