Social Media Marketing The “Future” is Now October 8, 2010
Tunheim Partners Tunheim Partners Strategic communications company Public relations Public affairs e-Strategy Tunheim Partners’ specialty Internet marketing practice Experienced leadership, strong team
What Is Social Media? Web 1.0 = Publishing/Presentation One-to-many broadcast model Web 2.0 = Sharing/Enabling Many-to-many conversation model Common Features RSS = Ubiquity Activity feeds = Top of mind Personal networks = Friends/Followers/Contacts Trusted source = Word-of-mouth on steroids Conversations = Commenting/Status Updates Sharing = Post/Share/Like Collaborating = Tagging/Organizing/Events Personal media = Blogging/Uploading/Recording Location Based Services = Checkins The Social Web Centers of Gravity
A social explosion 500 million active Facebook users Nearly 3 billion Google searches per day 900,000 blog posts every 24 hours 1 billion Twitter queries per day 2 billion YouTube searches per day
A premium on social engagement 93% of Americans believe a company should “have a presence in social media.” 85% say having a presence is not enough, they should interact with audience. The lesson: It’s about much more than a “presence” online.
The New “Face(book)” of Marketing Markets are conversations People talk When they’re happy and when they’re angry People trust people The conversation is global Ch-ch-ch-changes Use changes behavior Use changes attitudes This is Life 2.0 We’re going mobile Social media is everyday
Snapshot 2010: Social Media Marketing
91% of marketers surveyed indicated they were employing social media for marketing purposes
65% have either just started or have been using social media for only a few months
56% of marketers are using social media for 6 hours or more each week. 30% use it for 11 or more hours weekly.
*Source: 2010 Social Media Marketing Industry Report by SocialMediaExaminer.com
How Corporations Use Social Media
Comcast Cares Monitor Proactive Solutions Really care Critics into champions Changing Perceptions Changing behavior
Punch Pizza – Capture Our Fire Crisis communications Establish presence Citizen marketing Direct marketing Multichannel Online coupons Focus group
Best Buy – Blue Shirt Nation Employee relations Empowerment Subvert bureaucracy C-Suite closer to employees Graphics source: Lednine
Dell Outlet – Sales Channel Direct sales eCoupons $2 Million Customer service PR Source: Dell2Direct blog
H&R Block – Lead Generation Free tax advice Customer service Brand awareness Local leads
Tyson Foods – Corporate Social Responsibility Hunger relief Thought leadership Demonstrates commitment Highlight the cause Not just Tyson Promote others
Ford – Media Relations Media includes bloggers Digital newsroom Social media news releases Easy to use RSS
IBM – Company Bloggers Showcase company culture Thought leadership 1,000 voices bloom
Johnson & Johnson – Public Relations Corporate blog YouTube channel Thought leadership PR
Social Media Marketing: 2010 & Beyond 81% plan on increasing their use of blogs 76% - increase use of Facebook 73% - increase use of YouTube/video marketing 71% - increase use of Twitter Marketers want to learn more about: Social bookmarking sites Twitter Facebook Digg/Reddit/Mixx/StumbleUpon LinkedIn
2010 & Beyond: Mobile Smartphone Marketing Most marketers indicated they already use mobile networking apps to interact with fans Most marketers not yet involved with creating custom mobile apps, mobile advertising or optimizing their websites for mobile smart phones – but are interested in learning more about these opportunities
Social Media Best Practices - FYI
Know your Target and your Objective – never about you, about your making the community members successful
Listen. Find out where they are.
Determine what they want.
Decide: join their community, make a community, both.
Introduce yourself. Invite. Always acknowledge.
Ask them for goals and hopes.
Share your goals hopes. See how they interrelate.
Stick with it.
Source: NewMarketingLabs.com, Chris Brogan
Social Media Best Practices - FYI
The Technical Platforms will change. Communities will move. Don’t get wedded to just one (like Facebook, Twitter, Linkedin, myspace.com etc.)
Equip community - don’t sell your product.
The ROI of community - Return on influence
Resource costs & team. These efforts can’t be outsourced to keep them real. There can be multiple voices but ensure everyone knows the goals. It can be low cost but someone must keep the communications fresh with new content.