In a time when people get bombarded by thousands of messages in a single day and consumer trust is waning, peer-to-peer recommendations are more important in affecting purchase intent and actual action.It’s about TRUST in like-minded individuals.Tribes of the mind. People like me. I want to know their experience and individual opinion.
Go back to “Respect opinions”.Backstage pass = Insider accessInsider access = Authentic advocacyThat’s why we created the Open Room => people talking to people…as peopleModeration is not a bad word. You *can* correct factual inaccuracies, but do so humanly.It’s about which comments fuel conversation and add balance of + and – to lend authenticity
Social Media + Digital Marketing = Word of Mouth Social Media, Business & YOU 4 November 2009
“We turn to people we trust first – friends, family, co-workers and other people like us – when starting to look for something to buy – not ads, not brochures, not phone books.” Andy Sernovitz, CEO, Word of Mouth Marketing Association
It’s about open, honest conversations…NOT delivering a top-down marketing message
Users are “more likely to believe the good reviews,” if the negative ones are also posted alongside. -Peter Horan, CEO, IAC Media and Advertising
Traditional Media Intersects With Digital Media Blogs are a regular source for journalists Over 75% of reporters see blogs as helpful in giving them story ideas, angles and insight into the tone of an issue The biggest impact of blogs is in the speed and availability of news Over half said that blogs have a significant impact on the “tone” (61.8%) and “editorial direction” (51.1%) of news reporting Journalists are increasingly active participants in the blogosphere One in four reporters (27.7%) has their own blog Source: Ongoing research project by Brodeur in conjunction with Marketwire to understand the impact of social media and blogs on traditional news delivery. The online survey was conducted on a random sample of North American reporters and editors between December 18, 2007 and January 3, 2008. Some 4,000 reporters were invited via email to participate; a total of 178 completed responses.
Anatomy of a Communications Professional circa 2009
Overcoming Barriers Create your own organisation, methods & tools Social media defies current organizational structure It begs for a long term relationship (yet different than CRM) No measurement standard...yet It scales differently The big stories are based upon fear Not enough training Social media cannot be "controlled“ Get beyond campaign-thinking Define the value through engagement Scale via tools and time Tell positive stories (w/measureable outcomes) Build a training culture Demonstrate the planning
Why Does Social Media Matter to Business? Can Generate Action
Why Does Social Media Matter? Enables Greater Engagement
Why Does Social Media Matter to Business? Builds Preference + Visitation 1,397 fans Brewerkz Singapore is engaging influential bloggers and creating personalized experiences to generate word of mouth.
Why Does Social Media Matter to Business? Expands the Reach of Offline Events
Why Does Social Media Matter to Business? ROI v. COI
Why Does Social Media Matter to Business? Leads to Stronger Marketing
3,705 total number of visits in 4 days from 34 countries/territories
140 blog posts generated in 24 hours, averaging 5.8 posts per hour
817 comments were generated in 24 hours, averaging 34 comments per hour
42,372 page views in 4 days, averaging 11.44 page views per person
12:04 minutes average time spent on site per visitor, equivalent to 24 30-sec TV commercials watched consecutively in the same time period
Get started: www.thedailyinfluence.com
THANK YOU! Tania Chew Associate Director 360° Digital Influence Ogilvy e email@example.com “ ” One company that goes with this online-initiated flow is Ogilvy. “ ” Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” “ 25 China Experts you should follow on Twitter… Thomas Crampton.