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Alon Rozen's Master Class on Social Media Landscape & new e-Marketing Strategies.

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  1. 1. Alon RozenAssistant DeanJanuary 31, 2013
  2. 2. Quick surveyWhat social media do you use?What social media sites have you been tempted to try?Have you ever clicked on a Facebook ad?Prof. Alon Rozen © 2013
  3. 3. Digital age definitionmar·ket·ing/ˈmärkitiNG/ (noun)A conversation between a brandand its market(s)(hat tip to the Clue Train Manifesto)Prof. Alon Rozen © 2013
  4. 4. Then something happened… So they had to join the Brands were not part of conversation! the conversation…Prof. Alon Rozen © 2013
  5. 5. Social Media and MarketingSocial media is a conversation… but much different!!!Marketing has had to adapt because of social media: LISTENING OBSERVING FROM TO INTERACTING FACILITATING Passive consumers became (inter)active, brands have gone from monolog to dialog…Prof. Alon Rozen © 2013
  6. 6. What is Social Media? Peter Drucker: the purpose of a business is to create a customer. Shiv Singh (Razorfish): the purpose of social media is to create a customer … who creates a customer!Prof. Alon Rozen © 2013
  7. 7. Friends Photos Games Shopping Music News Travel Payment Lending Software Is anything not social?Prof. Alon Rozen © 2013
  8. 8. First Moment of TruthA key element in purchase psychology = F-MOT Lafley, CEO, P&G (2005): Top brands consistently win two moments of truth: 1 at the store shelf, when a consumer decides what brand to buy. 2 at first use: a love it or leave it moment!Prof. Alon Rozen © 2013
  9. 9. Zero Moment of Truth (Google)Lisicki, Google:ZMOT learning before trying or buying.SocMed: a major shift in how people share and discoverinformation, interact with friends/colleagues/brands, createcontent, research purchase intentions and make decisions.Prof. Alon Rozen © 2013
  10. 10. Social Media is now ZMOT media Content created by users: reviews, comments, opinions of your friends, blogs you read, twitter feeds you follow… will help you decide what to even consider for purchase. Competition around ZMOT is increasing. Each purchase you make will be a ZMOT for others!Prof. Alon Rozen © 2013
  11. 11. From ZMOT to EPO Paid Ads Website AdWords Blog Affiliates Twitter account Word of Mouth, Buzz, Viral marketing Source: Altimeter 2012Prof. Alon Rozen © 2013
  12. 12. From EPO to the new BrandSpherePaid: Digital ads, banners, adwords, overlaysOwned: Created assets, custom contentEarned: Brand-related conversationsand user-generated contentPromoted: in-stream or socialpaid promotions vehicles (e.g.Twitter promoted products,Facebook sponsored stories)Shared: Open platforms wherecustomers co-create andcollaborate with brands(e.g. Dell’s IdeaStorm andStarbuck’s MyStarbucksIdea.)Prof. Alon Rozen © 2013 Source: Brian Solis
  13. 13. Understanding the BrandSphereProf. Alon Rozen © 2013
  14. 14. Types of Social Media Blogging  Blogger, WordPress, NRJ, Twitter, Tumblr (micro-blogging) Social Networking  Facebook, MySpace, Classmates, Friendster, Bebo, Orkut, Hi5, Pinterest, LinkedIn, Plaxo, Xing, naymes, Viadeo, Small World, Branch Out Bookmarking sites , blogmarks, dogear Photo / Video sites  Instagram, Flickr, Photobucket, YouTube, Vimeo, Daily Motion Virtual Reality  Second Life, World Of Warcraft (WOW) Groups  Google+, Yahoo!, SkypeProf. Alon Rozen © 2013
  15. 15. Social media in perspective Blogs – 12 billion posts on Tumblr (79M blogs) alone Facebook – +1B users, ~500M mobile users! Twitter – 500M users, 750M twts/day, 1M accts/day in ‘12 YouTube – 25% global bandwidth, Gangnam +1.2B views! LinkedIn – 187M active users, 200 countries, 1M groups Google+ – 400M users end ‘12, 5B +1 daily! #2 social site! Pinterest – 25M+ users, fastest site to 10M ever! 22M visits in Jan 2012, more referrals than G+, LI, YT combined! Instagram – 1M>15M users in 2011, 15M>80M in 2012 Bought by FB for $1B in Apr ‘12. Now, +40M photos/day!Sources: Wasserman, Mashable (Jan and Apr 2012), Brandon Butler, Network World (Feb 2012), Business Insider (Apr2012), (Nov 2012), The #RLTM Scoreboard: Social Networking Stats for the Week (2 Nov. 2012), (29 Nov 2012)Prof. Alon Rozen © 2013
  16. 16. Social media: share of e-marketingProf. Alon Rozen © 2013
  17. 17. Facebook brand pages: permafluxProf. Alon Rozen © 2013
  18. 18. SocMed content strategy: 3 Rs Post a video to YouTube On blog invite Post to Blog comments on Reduce with video YouTube embedded Re-use Recycle Post video + §1 Tweet about of story to new post with Facebook with link to link to blog FacebookProf. Alon Rozen © 2013
  19. 19. Social Media Strategies (HBR) Predictive Practitioner – using social media in one area, selectively. Ex. User-generated innovation at CloroxProf. Alon Rozen © 2013
  20. 20. Social Media Strategies (HBR) Creative Experimenter – small-scale tests across areas or social media. Ex. : Customer support at Dell Dell’s use of Twitter is responsible for $6.5M in sales worldwide.Prof. Alon Rozen © 2013
  21. 21. Social Media Strategies (HBR) Social Media Champion – large initiatives often requiring collaboration across functions, levels and partners.  Ex. Ford’s Fiesta Movement – give 100 people a car for 6 months and ask them to share their experiences through YouTube, Flickr, Facebook and Twitter accounts.…  Results: 6.5M YouTube views, 50K requests for information and 10,000 Fiestas sold in the first 6 days of sales.Prof. Alon Rozen © 2013
  22. 22. IBM ConnectionsProf. Alon Rozen © 2013
  23. 23. Corporate SocMed as strategy IBM now selling Connections to other businesses Example of the power of internal social media  A big retailer using Connections  A store manager posted on a “stockout” and asked if any other stores had any spare inventory?”  Other store managers asked “Stockout?! Nobody is buying this in our store. How did you sell it?”  This led to a new “best practice” across stores!  Now a best practice enabler for operations, HR and marketing!Prof. Alon Rozen © 2013
  24. 24. Social media – beyond marketingProf. Alon Rozen © 2013
  25. 25. Social media - beyond IPO? A financial and marketing strategy. Ex. PebbleProf. Alon Rozen © 2013
  26. 26. Some SocMed trends for 2012 TV goes social. Internet and TV will become far more interlinked integrating social activities into TV. Essential social. SocMedia strategy is no longer optional, will extend beyond marketing to HR, finance, sales, NPD... Social commerce. S-commerce fires up, with user reviews and +1’s/Likes increasing influence on consumer behavior. Branded content for social. Brands will go beyond coupons and discounts to engage consumers. Social search. Increased competition among Facebook, Twitter and Google on the search function More of the same. Facebook will hit 1billion users in 2012.Source: Alon Rozen © 2013
  27. 27. Old Spice Social Strategist Job1. Create the best original Pinterest board dedicated to …2. Post original content to Reddit that receives the most upvotes…3. Upload to SlideShare an analysis of the Ed Hardy SocMed ecosystem…4. Get the most people to friend your mother on Facebook …5. Create a new Twitter account and get the most followers in a week…6. Create an original YouTube video that receives the most plays…7. Get recommendations on LinkedIn from 3 other people…8. Create the most reviewed recipe on in a single week…9. Upload the most pictures of your armpit(s) to Instagram, include the hashtag #mypits.10.Using Quora, give thought-out, meaningful answers to as many dream catcher-related questions as possible in a single week.Prof. Alon Rozen © 2013
  28. 28. SocMed & Reputation Management Feb 2012 – an Israeli notices that Pesek Zman, a candy bar is selling for half price in the US. Publishes photos on Facebook, calls to boycott the co. Demands: price reduction of 50% on all products! What would you do? Company reaction: 1. President meets the movement. 2. CEO published videos on YouTube and Facebook. 3. VP Marketing holds live chat on Facebook. PS: Sales of the candy bar rose 40% sustainably since!Prof. Alon Rozen © 2013
  29. 29. Thank you!