Presentation to strategic writing class at University of Wisconsin-Milwaukee about how social media has changed marketing, shifting the balance of power to users and driving brands to open up and behave better.

1. How Social Media Changed Marketing ||
For the Better
for UWM Strategic Writing class
November 7, 2011

2. M Y B A C KG R O U N D

3. J I G S AW C L I E N T S

4. THE BIG BANG
100 million new Twitter accounts added in 2010
50 million new Facebook accounts added in 2010
35 hours of content uploaded unto YouTube every minute
5 billion photos hosted on Flickr
152 million blogs on the Internet
Source: Pingdom

5. “We’ve seen and experienced remarkable change.
The emergence of new media and an ever-growing population
of highly connected and empowered consumers
has challenged brands to work smarter and more effectively
to stay engaged and relevant.
In this environment of constant hyper-innovation,
very little remains the same. ”
Bill Tancer — Experian Global Research

6. W H AT C H A N G E D ? N O T M U C H . J U S T E V E RY T H I N G.
Target -> Engage
Audience -> Community
Message -> Content
Penetrate -> Collaborate
Source: Edward Boches, Mullen

8. M O V E F R O M “ C O N T R O L” T O PA R T I C I PAT I O N
• Once upon a time, brands could more or less control their messaging
• Now, users have the megaphone

10. M O V E F R O M A N N UA L P L A N N I N G T O
R E A L -T I M E M A R K E T I N G
• Once upon a time, plans were done annually
• Now, social media users expect timely content and immediacy
• Brands either realize an opportunity to connect...or miss one

12. A C T I VAT I N G A B R A N D ’ S FA N B A S E
AWARENESS
INTEREST ACKNOWLEDGEMENT
DESIRE DIALOGUE
ACTION
INCENTIVIZATION
ACTIVATION
Source: Flip the Funnel, Joseph Jaffe, 2010

13. A S O C I A L M E D I A “A - H A” M O M E N T
• 125 donors registered
• 23% increase over previous drive
• 264 lives saved

16. M O V E F R O M “ T H E B I G I D E A”
TO LOTS OF IDEAS OF ANY SIZE
• Once upon a time, agencies sought “the big idea”
• Now a brand = sum total of its actions...and what others say about it

17. http://www.mywheaton.org/better

23. S O M E S T U F F A B O U T T O O L S. . . T H E P OW E R O F V I D E O
• One of the fastest growing, most powerful tools
THE
AVERAGE USER
WATCHES 2BIL. 2BIL.
186
IN A MONTH
ARE WATCHED
EACH MONTH
ON FACEBOOK
ARE WATCHED
EACH DAY
ON YOUTUBE

24. S O M E S T U F F A B O U T T O O L S . . . T H E VA L U E O F B L O G S
• Huge SEO benefits; however, blogging for SEO is like building a house
for the storage
• Content lives forever; stories bring your brand to life and engage your
community
• Ultimately, can help companies become more open and trustworthy

25. “We can expect consumers to be in even more control
of what marketing and communications they prefer.
Newer mobile devices and better sites and applications
will raise expectations of the quality of messages delivered,
authenticity of experience, value delivered and privacy offered.”
Mikey Alam Khan — Mobile Marketer

26. U N S O L I C I T E D A DV I C E
• Learn by doing & experimenting
• Get involved in a cause
• Get a good internship where you actually get to do stuff

27. Participate In Food Fight MKE

29. Connect & Apply For Our Internship Program
@suespaight
@jigsaw_llc
@makeorangeaid
sspaight@jigsawllc.com
www.jigsawllc.com