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Social Media, Business & YOU

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Presentation at the Marketing Institute of Singapore's 2009 Sales & Marketing Congress

Presentation at the Marketing Institute of Singapore's 2009 Sales & Marketing Congress

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  • 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
  • Transcript

    • 1. Social Media + Digital Marketing = Word of Mouth
      Social Media, Business & YOU
      4 November 2009
    • 2. Traditional media is familiar and safe.
    • 3. Can we afford to be obsolete?
    • 4. Social you: www.yoursocialmediascore.com/
    • 5. Socially-aware: a new career & business must-have
    • 6. Why Does Social Media Matter to Business?
      Search is the New Home Page
      How Google-able are you?
    • 7. New word-of-mouse world where anyone can be an influencer
    • 8. It’s time to wake up and smell the Twitter
    • 9. Social Media is Transforming Communication
      • “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
      • 10. It’s about open, honest conversations…NOT delivering a top-down marketing message
      • 11. Negative opinions boost credibility:
      Users are “more likely to believe the good reviews,” if the negative ones are also posted alongside. -Peter Horan, CEO, IAC Media and Advertising
    • 12. 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.
    • 13. Anatomy of a Communications Professional circa 2009
    • 14. Rockstar Blogger vs. The Marketing Suit
    • 15. Content is being consumed differently.Do you know how to make sense of it?
    • 16. Why Social Media Matters
    • 17. 5 social media faqs
      Can you answer the digital questions businesses are asking?
    • 18. #1: Why should I pay attention to blogs?
      Tribes of the Mind:
      “I trust people like me”
    • 19. #2: How do I get social “coverage” of my brand/product?
      • It’s not about coverage. It’s about relationship-building and participating in the conversation.
      • 20. Narcissism kills. You care more about your brand/product/ campaign than they ever will
      • 21. Who’s right and relevant for you?
      • 22. What’s in it for THEM?
    • Coverage? I don’t do “coverage”
      Is it authentic anymore?
      Sure you can.
      WE DON’T
      Show me something I’m actually interested in
      Are you even listening?!
      #3: Can I pay bloggers to say good things?
    • 23. Not with an iron fist, that’s for sure.
      Participate. Engage. Build a relationship. Find your social currency.
      And moderation is A-OK.
      #4: How do I control negative comments?
    • 24. #5: How do I measure?
      Meticulously. Eg. Conversation Impact Model
    • 25. The 7 Barriers
    • 26. 1. It defies current org structures
    • 27. 2. It’s about relationships not transactions
    • 28. 3. How do you measure
    • 29. Power Tech
      x 4.14 individuals
      x 12 individuals
      = 60+ Communications
      G0
      G2
      G1
      4. It scales differently
    • 30. 5. It started with horror stories
    • 31. 6. Not enough training
    • 32. 7. Social media cannot be controlled
    • 33. 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
    • 34. examples
    • 35. Why Does Social Media Matter to Business?
      Can Generate Action
    • 36. Why Does Social Media Matter?
      Enables Greater Engagement
    • 37. 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.
    • 38. Why Does Social Media Matter to Business?
      Expands the Reach of Offline Events
    • 39. Why Does Social Media Matter to Business?
      ROI v. COI
    • 40. Why Does Social Media Matter to Business?
      Leads to Stronger Marketing
      • 3,705 total number of visits in 4 days from 34 countries/territories
      • 41. 353 votes cast in 24 hours
      • 42. 140 blog posts generated in 24 hours, averaging 5.8 posts per hour
      • 43. 817 comments were generated in 24 hours, averaging 34 comments per hour
      • 44. 42,372 page views in 4 days, averaging 11.44 page views per person
      • 45. 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
    • 46. THANK YOU!
      Tania Chew
      Associate Director
      360° Digital Influence
      Ogilvy
      e tania.chew@ogilvy.com


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