Social Media
What          is social media?   Why                   social media?   How               to implement?   Who        is doi...
so·cial me·di·a Online gathering of interaction,  ideas, comments and commentary.   Essentially, consumer conversation    ...
More simply put:          “Social media          is people having          conversations online.”
IntroductionSocial Influence Marketing (SIM) is about employing social media and social influencers to achieve the marketi...
Measuring SIM                          Business Justification : R.O.I.RETURN                ON         INVESTMENT
THE R.O.I. EQUATION      Investment   Expectation of return
Return On InvestmentDigital     Digital                         Sale       W.O.M.   Recognition   More SalesAction    Inte...
Now,   social media is…
Paid                Earned              Owned                         Social Media      Brand and ProductInternet Advertis...
Social media is the on goingconversation of the planet.”
The conversations are powered by:                                                 Photo                                   ...
Social Media  Tools (just to name a few)
Active Worldwide Users500,000,000 +Pieces of content sharedper month45,000,000,000Local business withactive Facebook pages...
Professional Social Network            Contains profiles of            Fortune 500 executives            and leading entre...
Wiki =quick                    Studies show it’s as accurate                     as Encyclopedia BritannicaIf you were pai...
Registered Users156,000,000 +Updates per month54,000,000 +Users following a brand31%Brand recommendationsper month7,800,00...
Business Objective:Improve customer servicePromote a product or serviceManage and respond to a crisisEvent activationAdvoc...
Why Social Media?
In 2008, if you are not ona social networking site,you are not on the internet.”Iab platform status report: User generated...
It’s not a fad.  It’s a fundamental  shift in the way  we communicate.
Reason #1  “We don’t have a choice onwhether we DO social media,       the question is        how well we DO it.”         ...
500BILLION.The number of peerinfluence impressionsAmericans generate peryear via social media.
Today        people are connected
500M
4 Billion.That’s13x more than the National Library .  The number of images hosted on Flickr.
95%Companies usingLinkedIn to findand attractemployees.
Welcome toThe World ofSocialnomics
Reason #2 78% of people trust the    recommendations of        other consumers.    Nielsen “Trust in advertising” reportWh...
14% VS.   78%          HMM…
The old communication modelwas a   monologue.
The new communication modelis a   dialogue.
Only18%      ofTV ad campaignsgenerate positiveROI.
90% ofpeople whocan skip TVads, do.
The average person is exposed to 3000                     advertising messages/day
Reason #3     Social media is only        going to becomepersuasive and as such,become a critical factor in the success or...
How many social media usersturn to social media whenmaking purchase decisions? By listed product, service category, and fr...
Tomorrow’s consumers aretoday’s “digital natives”.
By 2010, Millennials/Gen Y-ers will outnumberBaby Boomers.They already wield$350 Billion/ year indirect spending power.
Millennials spend>16 hours/weekonline.96% of them havejoined a social network.
They have an average of120 online friends.       Acquaintances     Online Friends            51%               38%
And they don’t careabout your Ads.They carewhat theirfriends think.
Translation: The train is leaving the station. WITH or WITHOUT YOU.
How do Iget onthe train
Learn AboutYour Audience Who/Where are they? What is their personality like? How/Where do they consume? How/Where do they ...
The Importance of WordsTreat this part very seriously. It is a myth that successful   communication relies mainly on deliv...
Certain words have great psychological impact onus. They address our basic human desires and ouremotional needs and wants....
DescriptionSpecificity can result from descriptive language.Which dessert would get your attention faster?                ...
ClarityAvoid vague, nebulouscorporate-speak.Nothing puts an audienceoff more than uncommitted,detached phrases.
AuthenticityMuch of the language in corporations today is clichéd,vague, and pretentious. When speaking, be concise,clear,...
Call to actionIf you end with a call to action, make it clear and specific.Your audience should know exactly what they are...
Leave Them          Wanting MoreMost messages should end in such away thatparticipants are inclined to crave moreinformati...
Choose your   channels       wisely
Use Your ChannelsTo Engage And Drive Traffic
Make Social Media   Work forYour Company
Who isdoing it  RIGHT?
doing it  RIGHT
By the end of 2009, Dell had  generated $6.5 millionin sales from Twitter alone.
doing it  RIGHT
On April 8th, 2008,Frank Eliason set upa Twitter account tohelp Comcast users             in need. Since then, Comcast    ...
isdoing itRIGHT
Starbucks gave their consumers a voice
Resulting in over 50,000 product ideas
360 DigitalInfluence
Bust the Myth“Social Media Activities” are only effective for direct           to consumer marketing                  WRON...
People dobusiness with  PEOPLE
B2B in Social Media•Humanize your company•Grow your digital footprint•Become a trusted advisor
93% of social media users   believe a company or a brandshould have presence on social media  85% believe a company should...
“For companies, resistance to social media is futile.Millions of people are creating content for the social  web. Your com...
CASE STUDY
Financial Advisor “Fergus”Financial Advisors’ Use of Social Media                Social media is game-changing…
          ...
Social Media Use
Despite regulatory impediments,Financial services professionals are using social media to network and gain                ...
“Reconnected with old friends who were looking formy type of expertise.”“Referral of a client to another friend wholooked ...
CASE STUDY
Meet Rick Bakas                                           1st Director of Social Media in the wine biz.         New Media ...
Rick has 50,330 followers alone            on Twitter Routinely has Twitter wine tastings for St. Supery                  ...
Why does this matter?  As a consumer in a wine store, wine labelsjump out based on things people recognize.            If ...
Social Wine Stats Some key statistics that we have found:   • 700,000 people watch wine related videos each               ...
And, YES… There is more to learn every day…          Just as your 12-year-old…      www.edmodo.com
www.edmodo.comA free, secure, social learning platformfor teachers, students, parents, schools             and districts.
Confused?   RECA                P
Social Networks•Facebook.com   •LinkedIn.com•Twitter.com    •Bebo.com•Myspace.com    •Last.FM•Orkut.com      •Meetup.com  ...
B2B Social Networks•LinkedIn.com •Ecademy.com•SlideShare.net •Ryze.com•Xing.com       •Yammer.com•Plaxo.com•NetworkingforP...
Video Sites•YouTube.com   •Ustream.com•Hulu.com      •Vimeo.com•Blip.tv                                96
Blog Platforms•Blogger.com   •Tumblr.com •Wordpress.com •Posterous.com•Wordpress.org                                  97
QA
References1. The Razorfish Social Influence Marketing Report2. Research Micro Blogging Trend During World Cup,Sina.Inc3. B...
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
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Social Media Presented By Ritz Marketing 2.16.11

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Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firm’s real world examples.

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Social Media Presented By Ritz Marketing 2.16.11

  1. 1. Social Media
  2. 2. What is social media? Why social media? How to implement? Who is doing it right?
  3. 3. so·cial me·di·a Online gathering of interaction, ideas, comments and commentary. Essentially, consumer conversation in cyberspace.
  4. 4. More simply put: “Social media is people having conversations online.”
  5. 5. IntroductionSocial Influence Marketing (SIM) is about employing social media and social influencers to achieve the marketing and business needs of an organization.
  6. 6. Measuring SIM Business Justification : R.O.I.RETURN ON INVESTMENT
  7. 7. THE R.O.I. EQUATION Investment Expectation of return
  8. 8. Return On InvestmentDigital Digital Sale W.O.M. Recognition More SalesAction InteractionReturn On Interaction + Return On Influence A more realistic way to access value
  9. 9. Now, social media is…
  10. 10. Paid Earned Owned Social Media Brand and ProductInternet Advertising (Pages and Feeds) Websites PPC – Search Word of Mouth Mobile Brand and Marketing Product WebsitesMobile Advertising User Forums Proprietary Mobile Applications Sponsorships News, PR, Customer Care Announcements Services Blogger Proprietary Paid Applications Relationships Digital Content
  11. 11. Social media is the on goingconversation of the planet.”
  12. 12. The conversations are powered by: Photo Blogging Sharing Video Micro Sharing Blogging Key Podcasts Social RSS Platforms Message Widgets Boards Chat Social Rooms Networking
  13. 13. Social Media Tools (just to name a few)
  14. 14. Active Worldwide Users500,000,000 +Pieces of content sharedper month45,000,000,000Local business withactive Facebook pages1,500,000
  15. 15. Professional Social Network Contains profiles of Fortune 500 executives and leading entrepreneurs Average individual salary on LinkedIn is $109,000
  16. 16. Wiki =quick Studies show it’s as accurate as Encyclopedia BritannicaIf you were paid $1 for every article posted onyou would earn $1,712.32 PER HOUR
  17. 17. Registered Users156,000,000 +Updates per month54,000,000 +Users following a brand31%Brand recommendationsper month7,800,000 +
  18. 18. Business Objective:Improve customer servicePromote a product or serviceManage and respond to a crisisEvent activationAdvocate an issue or cause
  19. 19. Why Social Media?
  20. 20. In 2008, if you are not ona social networking site,you are not on the internet.”Iab platform status report: User generated content, Social media, and advertising– An overview, April 2008
  21. 21. It’s not a fad. It’s a fundamental shift in the way we communicate.
  22. 22. Reason #1 “We don’t have a choice onwhether we DO social media, the question is how well we DO it.” Erik Qualman
  23. 23. 500BILLION.The number of peerinfluence impressionsAmericans generate peryear via social media.
  24. 24. Today people are connected
  25. 25. 500M
  26. 26. 4 Billion.That’s13x more than the National Library . The number of images hosted on Flickr.
  27. 27. 95%Companies usingLinkedIn to findand attractemployees.
  28. 28. Welcome toThe World ofSocialnomics
  29. 29. Reason #2 78% of people trust the recommendations of other consumers. Nielsen “Trust in advertising” reportWhile only 14% of people trust advertisements.
  30. 30. 14% VS. 78% HMM…
  31. 31. The old communication modelwas a monologue.
  32. 32. The new communication modelis a dialogue.
  33. 33. Only18% ofTV ad campaignsgenerate positiveROI.
  34. 34. 90% ofpeople whocan skip TVads, do.
  35. 35. The average person is exposed to 3000 advertising messages/day
  36. 36. Reason #3 Social media is only going to becomepersuasive and as such,become a critical factor in the success or failure of any business.” Brian Solis, Social Media Manifesto
  37. 37. How many social media usersturn to social media whenmaking purchase decisions? By listed product, service category, and frequency Regularly turn to social media Sometimes turn to social media
  38. 38. Tomorrow’s consumers aretoday’s “digital natives”.
  39. 39. By 2010, Millennials/Gen Y-ers will outnumberBaby Boomers.They already wield$350 Billion/ year indirect spending power.
  40. 40. Millennials spend>16 hours/weekonline.96% of them havejoined a social network.
  41. 41. They have an average of120 online friends. Acquaintances Online Friends 51% 38%
  42. 42. And they don’t careabout your Ads.They carewhat theirfriends think.
  43. 43. Translation: The train is leaving the station. WITH or WITHOUT YOU.
  44. 44. How do Iget onthe train
  45. 45. Learn AboutYour Audience Who/Where are they? What is their personality like? How/Where do they consume? How/Where do they engage?
  46. 46. The Importance of WordsTreat this part very seriously. It is a myth that successful communication relies mainly on delivery style. What you say is just as important as how you say it.
  47. 47. Certain words have great psychological impact onus. They address our basic human desires and ouremotional needs and wants.They compel us to pay attention and take action.Successful copywriters use certain words to addpersuasive power to their ads.
  48. 48. DescriptionSpecificity can result from descriptive language.Which dessert would get your attention faster? Something described as “A sinful combination of bourbon-soaked vanilla beans and fresh raspberries With a chocolate ganache surprise”. Somethingdescribed as “ChocolateDessert”.Get your audience salivating
  49. 49. ClarityAvoid vague, nebulouscorporate-speak.Nothing puts an audienceoff more than uncommitted,detached phrases.
  50. 50. AuthenticityMuch of the language in corporations today is clichéd,vague, and pretentious. When speaking, be concise,clear, and authentic – get to the human side of language.
  51. 51. Call to actionIf you end with a call to action, make it clear and specific.Your audience should know exactly what they are called todo and have reasons for taking that course of action.Leave the participants with a memorable comment orquestion that ties directly back to your main point.
  52. 52. Leave Them Wanting MoreMost messages should end in such away thatparticipants are inclined to crave moreinformation you may share with them later.When appropriate, leave the audience at aclimax: promise that in a future message youwill provide additional useful information.The human brain seeks closure.Participants will be inclined to return tosomething that has not been solvedcompletely.
  53. 53. Choose your channels wisely
  54. 54. Use Your ChannelsTo Engage And Drive Traffic
  55. 55. Make Social Media Work forYour Company
  56. 56. Who isdoing it RIGHT?
  57. 57. doing it RIGHT
  58. 58. By the end of 2009, Dell had generated $6.5 millionin sales from Twitter alone.
  59. 59. doing it RIGHT
  60. 60. On April 8th, 2008,Frank Eliason set upa Twitter account tohelp Comcast users in need. Since then, Comcast has helped over 150,000 customersthrough Social Media.
  61. 61. isdoing itRIGHT
  62. 62. Starbucks gave their consumers a voice
  63. 63. Resulting in over 50,000 product ideas
  64. 64. 360 DigitalInfluence
  65. 65. Bust the Myth“Social Media Activities” are only effective for direct to consumer marketing WRONG Social media is very influential and imperative for B2B companies, as well!! 75
  66. 66. People dobusiness with PEOPLE
  67. 67. B2B in Social Media•Humanize your company•Grow your digital footprint•Become a trusted advisor
  68. 68. 93% of social media users believe a company or a brandshould have presence on social media 85% believe a company should go further than just having a presence Source : Cone Business Social Media Study 2008
  69. 69. “For companies, resistance to social media is futile.Millions of people are creating content for the social web. Your competitors are already there. Yourcustomers have been there for a long time. If yourbusiness isn’t putting itself out there, it ought to be.” Business Week Feb. 19, 2009 79
  70. 70. CASE STUDY
  71. 71. Financial Advisor “Fergus”Financial Advisors’ Use of Social Media Social media is game-changing…
 it is an intelligence source that allows you to track unobserved, and for free, 
 the movements of people in your network. - Kip Gregory Author of “Winning Clients in a Wired World”
  72. 72. Social Media Use
  73. 73. Despite regulatory impediments,Financial services professionals are using social media to network and gain business.
  74. 74. “Reconnected with old friends who were looking formy type of expertise.”“Referral of a client to another friend wholooked me up through Facebook.”“Discussion and referrals for speaking engagements.”“Introduce from one client to a prospect through Facebook.”“Social media has lead to greater awarenessabout me/my capabilities.”“I feel that any time a client can see what you have done, whoyou know and what you are doing. They can build a betterrelationship with you.” Source : Ledermark Social Media Survey March 2010
  75. 75. CASE STUDY
  76. 76. Meet Rick Bakas 1st Director of Social Media in the wine biz. New Media sherpa, certified sommelier, Adviser/Coach for @BakasMedia, author of Quick Bites.
  77. 77. Rick has 50,330 followers alone on Twitter Routinely has Twitter wine tastings for St. Supery 88
  78. 78. Why does this matter? As a consumer in a wine store, wine labelsjump out based on things people recognize.  If someone is shopping and not sure what they want but recognize St. Supery from Twitter, chances are they will buy a wine from that vineyard. 89
  79. 79. Social Wine Stats Some key statistics that we have found: • 700,000 people watch wine related videos each month. •Over 7000 wine tweets/ day •Over 1300 wine bloggers•The wine experience has become portable with over 300 iPhone apps.Although data on aggregate wine sales as a result of  social media activity is limited, significant new behaviors such as #winewednesdays on Twitter, and virtual tastings have had an impact on wine sales, and word of mouth 90
  80. 80. And, YES… There is more to learn every day… Just as your 12-year-old… www.edmodo.com
  81. 81. www.edmodo.comA free, secure, social learning platformfor teachers, students, parents, schools and districts.
  82. 82. Confused? RECA P
  83. 83. Social Networks•Facebook.com •LinkedIn.com•Twitter.com •Bebo.com•Myspace.com •Last.FM•Orkut.com •Meetup.com 94
  84. 84. B2B Social Networks•LinkedIn.com •Ecademy.com•SlideShare.net •Ryze.com•Xing.com •Yammer.com•Plaxo.com•NetworkingforProfessionals.com 95
  85. 85. Video Sites•YouTube.com •Ustream.com•Hulu.com •Vimeo.com•Blip.tv 96
  86. 86. Blog Platforms•Blogger.com •Tumblr.com •Wordpress.com •Posterous.com•Wordpress.org 97
  87. 87. QA
  88. 88. References1. The Razorfish Social Influence Marketing Report2. Research Micro Blogging Trend During World Cup,Sina.Inc3. Brands and Social Media, Ogilvyone Worldwide4. Power to the People – Social Media Tracker Wave 35. Social Media in Asia, 360 Digital Influence, Ogilvy Public Relations6. Digital Actions and Their Effect on Advocacy, Consumer Insights Inc.7. eMarketer,TechCrunch.com,LosAngelesTimes,KnowledgeNetworks8. Social media for business, Slideshare9. What the f**k is social media, Slideshare10. Before you open your mouth, Slideshare Thank You

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