New Mexico AMA - Social Media Marketing

Next Generation Communication: Social & Digital Media New Mexico AMA – March 19, 2009

Dana VanDen Heuvel Dana is the founder of The MarketingSavant Group and a widely recognized specialist in emerging marketing technologies such as blogging, social media, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana is the creator of the American Marketing Association ―TechnoMarketing‖ training series and the author of the AMA‘s Marketech ‘08 Guide To Marketing Technology and the recent e-book, Social Networking: MySpace, YourSpace and TheirSpace.

After-Event Slides & Resources The slides and resource links are available  electronically after the event: clients.marketingsavant.com/nmama

So, What Is Social Media? SOCIAL MEDIA

Social Media: Defined! SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES,VIDEOS AND AUDIO. http://www.wikipedia.org

Why Social Media? 1) Social-networking sites are officially more popular than porn sites. 2) 78% of people trust the recommendations of other consumers. 3) People are talking about your organization or industry right now! 4) Social media ―is only going to become more pervasive and as such, become a critical factor in the success or failure of any organization.‖ 5) Tomorrow‘s consumers are today‘s ―digital natives.‖

Where Everything Is Headed Today Digital Non-Digital 1996 2009 2050? Source: Google

More Simply Put: ―Social Media is people having conversations online.‖

From Monologue to Dialogue The old communication  model was a monologue. We‘ve entering (or,  area already in) the market dialogue, or market conversation!

Source: Brian Solis via Flickr

The conversations are powered by… Blogs  Widgets  Micro Blogs  Online Chat  RSS  Social Networks  Social Bookmarks  Message Boards  Podcasts  Video Sharing Sites  Photo Sharing Sites  Virtual Worlds  Wikis  (…just to name a few)

How do YOU participate online?

10 Questions For You Do you read blogs? Which ones? 1) Do you have a personal blog? What's it about? 2) Do you participate in at least one social network? Which one? 3) Have you ever uploaded a video online? What did you use to do 4) it? What's your favorite search engine. Why? 5) Have you ever used an online classified service like craigslist? 6) Besides making phone calls—how else do you use your mobile 7) phone? Have you ever registered a domain name? 8) Do you use social bookmarks or tagging? 9) 10) Do you use a feed reader of some sort? Which one? Why?

Who Participates in Social Media? *

“The Toolkit”

Learn to Blog Foundation of  content/consistency/ connection Metaphor for Social  Media & networking Transferable skills to  video & social nets… Transferrable benefits  to SEO, SEM & TLM

Evolution of a Multiple Blog Strategy

Micro Blogging Monitor conversations  Use for promotions  Live ‗twittering‘ from  events Source for breaking  info For the hyper-involved 

Social Networks To learn to express  opinions To share experiences  To make friends  To participate  To find a job  To sell something 

Niche Networks Beyond Students Over 350,000 pets Approx. 700 new each day My Space Politics Moms Investments Real Estate

LinkedIn Create a group & discussion  Connect with professionals  Connect with customers  Ask questions  Approach prospects 

Facebook Create a Page!  Start a Cause  Enlist Supporters  Recruit new hires 

How Big is Facebook? Over 120 million active users  Adding 250,000 new users each day since Jan 07  4th most trafficked website  Most trafficked social media site  Top Social Search Engine  More than 55,000 networks  More than half are outside of college & fastest  growing demographic is 25 years or older

10 Reasons to be Active on Facebook Develop your personal brand. You can reveal as Meet your peers. Facebook is not just for 6) 1) much or as little about yourself as you wish, college kids anymore. allowing you to personalize your brand. Find business contacts. Not only are your 2) Target your niche. Users volunteer vast amounts of friends on Facebook, so are your prospects, 7) information about themselves that you can readily your customers, and, of course, your access. These kinds of demographics, competitors. You need to be on too. psychographics, and technographics would Instant gate opener. You can easily begin a previously have cost fortunes to access. Author, John 3) dialog with highly successful—even Battelle, calls Facebook a ―database of intentions.‖ famous—people who were previously Get rapid top Google placement. Create a Page 8) otherwise unreachable. for your business and ‗‗push‖ information to your ―fans.‖ Build relationships. By engaging in 4) conversations with your prospects and Place targeted ads. With Facebook Social Ads, you 9) customers, you can better adapt your can test out extremely targeted advertising for marketing and business services to meet their minimal cost. needs. No cost marketing. Aside from paid ads, Facebook 10) is totally free to use and with regular activity you‘ll Raise visibility. By consistently showing up, 5) end up with more traffic, more subscribers, and posting relevant information, and being a more paying clients. thought leader, you can increase visibility and credibility as an expert in your area.

The Many Opportunities for Marketers Advertising   Banner Ads  Contextual//NewsFeed/Flyer Ads  Social Ads Marketing   Facebook Pages and Sponsored Groups  Beacon Word of Mouth/Interaction   Applications Intelligence   Profiles and Network information  Public Groups

MySpace Create a Page!  Connect with Millennials & Alumni 

Customer Community Customers gain access to  the significant corporate resources Connect to current and ex-  employees with whom I feel a real camaraderie Endless opportunities for  doing business with other employees regionally, nationally, or globally. Involvement in initiatives of  mutual interest such as community projects

Idea-Centered Communities Small business focused credit card company is changing the business financing discussion through ideas Created ideablog.com to stir the  conversation about what it stands for Positioning itself as the most  helpful credit card company to small business Involved in other small business  related causes to help developing countries Online resources for small  business owners just getting started

Collaborative Idea Generation Leverage the wisdom of  crowds/customers to improve the company Submit, vote, watch, see  what gets put into action Integrate into other TLM  activities Dell  Oracle  Starbucks 

Social Bookmarking & SMO Thought leadership  through links SEO Links (bookmarks  travel) Brand exposure  Socialize your content  Virally enable your site  Can be active or  passive

Del.icio.us & Others Like It One click saving  Tagging  Sharing (multiple forms)  Shared wisdom  RSS feeds  Portable  Collective influence  Internal knowledge  share

RSS & Syndication Part of a smart SEO strategy  Leverage for:   Inbound traffic  Spam-free channel  Advertising  Rich media distribution Set your content free  Combine with widgets 

Podcasts & Vodcasts More human &  emotional than blogging Share thought  leadership Low investment  Easy distribution  Differentiator 

Share Things Like Photos… …and Videos

Tell The World - PR 2.0

“The Good”

Jones Soda – Youth Blogs Blogging Model: Company: Jones Soda •Loose connection of independent youth & Industry: Consumer Packaged Goods athlete bloggers Blog URL: http://www.jonessoda.com/blogs/ •Event driven marketing/blogging Launch Date: Multiple (individual bloggers) •Community building as a corporate strategy David vs. Goliath: •Grassroots marketing efforts •Well targeted to Gen-Y consumer base •Blogs align with underground image and the brand stewards, (non-traditional athletes) notably skateboarders, Brand Community [Blogs]: •Built on context and relevance of content •Consciousness of kind •Create a community around yourself

Indium Social Media Strategy 25% reduction in marketing spend  Major account wins  Entire organization involved  in the ‗community‘

Twitter Community Lends Support Widget . $3500 Collected In The First 15-hours!

Voltz & Grobe (Diet Coke + Mentos) 20M video downloads  $10M in free publicity for Mentos  ½ its annual marketing budget 1.5B ad impressions for Coca-Cola 

Southwest is Winning with Widgets 2 Million Downloads  Generated $150M  45% of customers book  again July ‘07, blog attracted  100k visits, 40M uniques Past 12 months, blog  has received 6,200 comments (20 per day)

Integrated Social Media Strategy Goodwill Repositioning Blog YouTube MySpace ebay Store

A Few Stats http://dcgoodwillfashions.blogspot.com/ Over 11,500 unique visitors to the virtual fashion show 9/12 launch  Over 42,000 page views  16% of fashion show visitors have been converted into online  Goodwill shoppers Fashion Show Visitors from 31 countries and 48 states plus DC  48% of fashion show visitors are from the DC, MD, VA region (the  area we serve) Blog is averaging between 600 & 700 visitors a week  5.6% of blog visitors are being converted into online Goodwill  shoppers Blog visitors from 77 countries and all 50 states  Brick & mortar stores during the two weeks following the launch of the fashion show:  Customer count + 6.6%  Rack sales (clothing) + 16.5%  Total sales + 8.275%

Cadbury Wispa Comeback 80‘s candy bar brought  back to life Facebook group, online  petitions, social media buzz Cadbury was listening!  “The Birmingham-based chocolate firm said the comeback was a response to online petitions and campaigns on social networking sites such as Facebook and Bebo..” http://news.sky.com/skynews/Home/Sky-News- Archive/Article/20082851280368

Jeep‘s ―Jeep 2.0‖ Strategy Portals (using contextual/Google and behavioral/AOL targeting) 1. An IM avatar development program 2. Online video - A new campaign site which was redesigned to host 3. rich-media offerings like video vignettes Virtual \"test drives― 4. Ads on free music download sites with viral marketing (pass this 5. song on to your friends capability) Microsites 6. Traditional TV with product placement 7. Events and bowl games - An online fantasy football sponsorship 8. w/print component Print ads 9.

Jeep – The way beyond trail A choose your own adventure  interactive film User integrates him/herself directly  into the video and story reflects their personal registration selections Program provides clues in exchange  for ―tell a friend‖ Product directly integrated and  demonstrated through plot line of film

InDecision 2008 Both campaigns provided amazing lessons This is what social media is all about. This campaign is the product of superior multi-channel audio, video and text content distribution using new and traditional media platforms.  Getting the message out.  Keeping the message fresh.  Sticking to the story.  Tracking and staying in touch with the interested visitor.  Developing a worthwhile engaging relationship with those who can support you and your concerns.

How They Stacked Up Source: Jeremiah Owyang

Who wins… Source: http://www.barack20.com/

“The Bad”

Digital & Social Media Conversations “There’s a real cost to ignoring the conversation.”

No Love for Iams What if half the store shelf said, “Don’t Touch This?”

Wal-Mart: Disclose, Disclose, Disclose!

Comcast Learns Social Media… Comcast tech filmed  sleeping…waiting for his own customer service team. A viral video & blog sensation (of  course!) Popular blogger ‗Tweets‘ his  Comcast woes Comcast calls him 20 min later  and resolves his issues!

“The Ugly”

Kryptonite: No Match for Blogs!

―Rahodeb‖ Unethical, covert blogging by Whole  Foods CEO John Mackey According to FTC documents, Mackey  had been posting comments for the past eight years until last August. Accused of hyping his  own company's stock and running down rivals. http://online.wsj.com/article/SB118454129429667079.html?mod=opinion_main_review_and_outlooks

Other Notable Disasters

“Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto”

So, Now What?

Social Media Strategy in 8 Parts Part 1: Learn to Listen  Part 2: Join the Conversation  Part 3: Start a Blog (or… Be the Media)  Part 4: Tap into Your Community  Part 5: Crowdsource Your Next Big Idea  Part 6: Harness the Power of Social Networks  Part 7: Share Photos and Videos Online  Part 8: Measure Your Success Online 

Learn to Listen Where are your customers online/offline? Blogs, Social media tools (e.g. LinkedIn Answers), Discussion Forums,  Twitter, etc…/Events Monitor these conversations: Find your brand using Google Alerts, Keotag.com, Boardreader.com and  Technorati.com Use a central tool to track the different conversations happening around  your company. Most online conversations are RSS enabled, barring a few Yahoo! groups that don’t support RSS. Use a RSS reader (e.g. Bloglines.com) to gather all these conversations into a central repository and create a folder that you check on a daily basis. For Example: Best-in-class organizations pursue social media listening as a daily discipline and have a response strategy to engage in the conversation if necessary.

Join the Conversation Be transparent. Be open and  honest in all communication. Be ethical. Live by the WOMMA  Practical Ethics Toolkit Be relevant. Share information  and perspectives that are valuable to the online community Personalize and be personable.  Address negative discussion  head-on. Court evangelists & advocates.  Even if you‘re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand.

Be the Media (or, Start a Blog) Feature a link to the  blog on your company home page. Employ a team of  bloggers. Provide guidelines to  bloggers. Share company news and thought leadership.  Post a combination of written word, photos and video.  Link generously to other digital influencers.  Allow moderated comments to foster a two-way conversation. 

Tap Into Your Community Community members can  be worth 30% more Tap the power of your  customer base Increase long-term  lifetime value Involve them in  something meaningful Know what customers  really want to buy

Crowdsource Your Next Big Idea Define an idea  management process. Design and develop the  online community. Promote the community  with your customers. Invite them to contribute.  Post questions to spur  their thinking. Celebrate great ideas. 

A Crowdsourced Business Seventh Generation, a leading green consumer products company, used a crowdsourcing approach to design an eco-friendly diaper bag as part of its Wee Generation campaign. Mommies, children and leading environmental experts collaborated to design a state- of-the-art, limited edition bag, which Seventh Generation now sells.

Harness the Power of Social Networks Connect with your customers  in their network. Facebook, LinkedIn, MySpace,  etc… Build applications for them in  their networks. Assign someone in your  organization as the ‗community manager‘. If you build it, they won‘t  come – put together a sound seeding strategy

Share Photos and Videos Online Create a brand channel on  YouTube. Upload your company‘s videos to  your YouTube channel Adds to your search results  • Promote your company‘s YouTube  channel or specific videos on your Web site, emails, newsletters. Engage your audience by  encouraging them to add comments, rate videos, share video. Update your content frequently to  keep it fresh. This is critical to keep people coming back.

Measure Your Success Online The value of social media presence can be calculated by simple methods: Reach  How many people are influenced by our social & digital media efforts? Acquisition  How much of their attention have we acquired through connections, website visits, and time spent engaging with us? Conversion  How many have we ‘converted’ toward the ultimate goal (subscription, sales, leads, registrations, evangelists, etc.)? Retention  Are we reducing customer churn, lowering our overall cost to serve, increasing the purchase value/volume/frequency, and growing the lifetime value of our customer base?

RACR (Reach, Acquisition, Conversion, Retention)

MEASURE Another take on the process of measuring social media value Source: Forrester Research

“Every brand needs to be relevant and part of a community. They need to open a dialogue with their consumers, but they also need to be prepared for what could be negative feedback and I don’t think all marketers are ready for that.” - Bob Ivins, EVP, comScore

Five Keys to Success Be Generous With Your Knowledge   Share beyond the marketing speak Be Consistent   Calendar your activities – daily, weekly, monthly routine Always Deliver Value   Listen, think, revise, teach, repeat Take A Stand   Take your strong positions to market Focus On The Long-term Benefits   Track your results in months & years

New Media Homework! Find blogs in your area of interest  Seek out podcasts for marketers (or whatever you  fancy) in iTunes or Podcast Alley Sign up for a free RSS reader (Bloglines, Google  Reader) and consume feeds Join LinkedIn  Anyone not visited YouTube yet? Look for your  favorite things there too

New Media Extra Credit Become a regular commenter on blogs that interest  you Join Facebook & ask a question on LinkedIn  Start a blog of your own on a topic of your choice  Create a podcast  Switch over some of your newsletter subscriptions to  RSS feeds Get a Flickr account to share photos 

Next Generation Communication: Social & Digital Media Q&A Need help after the presentation? Email dana@marketingsavant.com

New Mexico AMA - Social Media Marketing

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