Exploring the Impact of Social Media on Housewares March 2010
Missed Opportunities “ It will be refreshing and hopefully less frustrating to have some nice, matching, non-stick cookwar...
Agenda <ul><li>An Update on the Social Phenom </li></ul><ul><li>Social Marketing as It Relates  to Housewares </li></ul><u...
Understanding the  Social Space
What Is It? Social Media Landscape
Time Spent Being Social 20 hours of video uploaded every minute More than 400 years to view every video on YouTube 1.2 bil...
Trended Online Activities Show Continued Growth
Connecting Consumers  During Offline Social Experiences
Super Bowl Engagement <ul><li>2010 top five Super Bowl TV ads </li></ul>Alterian’s Social Engagement Index www.alterian-so...
Why Companies Are Struggling with Social Media SILOS ROI CONTROL RESOURCES
Today’s Housewares Consumers How Are They Engaging?
The Social Impact
Today’s Housewares Consumer <ul><li>More savvy than ever; many online personas </li></ul><ul><ul><li>Grasp social, want to...
<ul><li>Food/recipes/cooking are a significant interest to female bloggers and social networks </li></ul><ul><ul><ul><li>A...
Nearly half cite product/service research is a very important part of social networking.
Understanding the Social Technographics Ladder Source: Forrester’s North American Technographics ®  Benchmark Survey, 2009...
Social Media by Generation
Emergence of Mobile <ul><li>A 40 percent growth  in smartphone owners </li></ul><ul><ul><li>One in four research a product...
Mobile <ul><li>Augmented Reality </li></ul><ul><ul><li>Emerging in 2010, mainstream in 2011 </li></ul></ul><ul><ul><li>Big...
Social Media Opportunities
The Social Impact
Social CRM <ul><li>Customer service and traditional CRM morphed </li></ul><ul><ul><li>Engage and manage dialogue with exis...
Word-of-Mouth Marketing <ul><li>Facebook, amplify events </li></ul><ul><li>The power of the blog </li></ul><ul><ul><li>The...
Retailer Support
Research and Product Development <ul><li>Free and accurate focus group </li></ul><ul><li>Real-time barometer of customer o...
 
Stop Falling Behind
Where to Start <ul><li>Really  understand your audience beyond demographics/psychographics </li></ul>
LIFE ENTHUSIAST PERSONA Finds beauty, happiness and opportunity in the unexpected; can always see the silver lining Doesn’...
Where to Start Social marketing should be considered within the context of overall business, marketing and communications ...
Where to Start – Measure
Thank You Marcus Thomas LLC  24865 Emery Road  Cleveland, Ohio 44128  marcus thomas llc.com
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Marcus Thomas Presents Social Media at the 2010 Housewares Show

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Marcus Thomas Presents Social Media at the 2010 Housewares Show

  1. 1. Exploring the Impact of Social Media on Housewares March 2010
  2. 2. Missed Opportunities “ It will be refreshing and hopefully less frustrating to have some nice, matching, non-stick cookware” Weddingbee mrsmarinak : Why am I only NOW the owner of a hand held dirt devil ? Oh the cleanliness I am able to achieve in such a shorter amt of time! Jess_Alyn: UGH I'm at work at 6am. This sucks ....but I've got to get moved to my new office. New Coffee maker is priority number ONE.
  3. 3. Agenda <ul><li>An Update on the Social Phenom </li></ul><ul><li>Social Marketing as It Relates to Housewares </li></ul><ul><li>Applying Social Media </li></ul>
  4. 4. Understanding the Social Space
  5. 5. What Is It? Social Media Landscape
  6. 6. Time Spent Being Social 20 hours of video uploaded every minute More than 400 years to view every video on YouTube 1.2 billion YouTube videos viewed per day 50 million tweets per day 4 billion photos archived on Flickr 3.2 million articles in English on Wikipedia and more than 9.3 million articles in 10 languages 2 billion pieces of content posted to Facebook weekly If Facebook were a country, it would be the fourth largest in the world 8 billion minutes spent on Facebook daily
  7. 7. Trended Online Activities Show Continued Growth
  8. 8. Connecting Consumers During Offline Social Experiences
  9. 9. Super Bowl Engagement <ul><li>2010 top five Super Bowl TV ads </li></ul>Alterian’s Social Engagement Index www.alterian-social-media.com/
  10. 10. Why Companies Are Struggling with Social Media SILOS ROI CONTROL RESOURCES
  11. 11. Today’s Housewares Consumers How Are They Engaging?
  12. 12. The Social Impact
  13. 13. Today’s Housewares Consumer <ul><li>More savvy than ever; many online personas </li></ul><ul><ul><li>Grasp social, want to make it mine </li></ul></ul><ul><li>Scaling back on broad social media, focusing on true interactions </li></ul><ul><ul><li>Fragmented/niche social on the rise </li></ul></ul><ul><ul><li>Foodies on Facebook vs Foodbuzz </li></ul></ul>
  14. 14. <ul><li>Food/recipes/cooking are a significant interest to female bloggers and social networks </li></ul><ul><ul><ul><li>Approximately 20 percent also have interest in “gadgets” </li></ul></ul></ul>
  15. 15. Nearly half cite product/service research is a very important part of social networking.
  16. 16. Understanding the Social Technographics Ladder Source: Forrester’s North American Technographics ® Benchmark Survey, 2009 Base: 37,877 US online adults* *Adults participating in at least one of the activities at least monthly or more Total US Housewares Consumer 18% 19% 16% 19% 9% 11% 33% 35% 48% 52% 41% 37%
  17. 17. Social Media by Generation
  18. 18. Emergence of Mobile <ul><li>A 40 percent growth in smartphone owners </li></ul><ul><ul><li>One in four research a product on their phones </li></ul></ul><ul><li>Apps opened a more direct distribution channel </li></ul><ul><ul><li>4.5 billion apps downloaded this year </li></ul></ul><ul><li>Location based </li></ul><ul><ul><li>Where are my friends, what did they buy, local discounts </li></ul></ul><ul><li>This year, consumers will buy goods/services via cell </li></ul><ul><ul><li>Also this year, rise in mobile-dedicated staff </li></ul></ul>
  19. 19. Mobile <ul><li>Augmented Reality </li></ul><ul><ul><li>Emerging in 2010, mainstream in 2011 </li></ul></ul><ul><ul><li>Big for online shopping, reviews, comparison shopping </li></ul></ul><ul><ul><ul><li>Barcode opportunities </li></ul></ul></ul><ul><ul><ul><li>Real-time, in-store user reviews </li></ul></ul></ul>
  20. 20. Social Media Opportunities
  21. 21. The Social Impact
  22. 22. Social CRM <ul><li>Customer service and traditional CRM morphed </li></ul><ul><ul><li>Engage and manage dialogue with existing and potential customers across all digital platforms </li></ul></ul><ul><ul><ul><li>Transfer conversations into lasting relationships </li></ul></ul></ul><ul><li>Most often overlooked social media opportunity </li></ul><ul><ul><li>255 tweets in 24 hours about wanting a new coffee machine </li></ul></ul>PrincessJenn : @SnglMomSurvives Yeah, we've gone through Eureka, dirt devil , bissell, hoover, you name it. They all died within months for us.
  23. 23. Word-of-Mouth Marketing <ul><li>Facebook, amplify events </li></ul><ul><li>The power of the blog </li></ul><ul><ul><li>The mom-o-sphere </li></ul></ul><ul><ul><li>11M posts on home décor; 8M posts on interior design </li></ul></ul><ul><ul><li>65 million posts in the past month on food/cooking </li></ul></ul>
  24. 24. Retailer Support
  25. 25. Research and Product Development <ul><li>Free and accurate focus group </li></ul><ul><li>Real-time barometer of customer opinion </li></ul><ul><li>What Facebook can tell you </li></ul><ul><li>Platform for open innovation </li></ul><ul><ul><li>Crowdsourcing </li></ul></ul>
  26. 27. Stop Falling Behind
  27. 28. Where to Start <ul><li>Really understand your audience beyond demographics/psychographics </li></ul>
  28. 29. LIFE ENTHUSIAST PERSONA Finds beauty, happiness and opportunity in the unexpected; can always see the silver lining Doesn’t take the daily grind too seriously; relishes humorous situations Likes to stimulate others; comedic; talkative; silly Interested in the human experience; prone to making rash decisions and leaps of faith; exudes boundless enthusiasm Likes to be in-the-know and yearns to attain wisdom through knowledge acquisition and life experiences <ul><li>Age 18-49 </li></ul><ul><li>Uses powder/syrup/ drink chocolate milk </li></ul>Life is : an opportunity, a blessing, precious, exciting Life is not : tedious, monotonous, uninteresting “ I believe there’s joy in every moment … you just have to choose it.” <ul><ul><ul><li>“ Having fun and sharing laughter are important parts of life.” </li></ul></ul></ul><ul><ul><ul><li>“ I am constantly looking for new ways to entertain myself.” </li></ul></ul></ul><ul><ul><ul><li>“ My style expresses who I am.” </li></ul></ul></ul><ul><ul><ul><li>“ I’m always willing to try new things.” </li></ul></ul></ul>Personality Media Shopping Consumer VOICE
  29. 30. Where to Start Social marketing should be considered within the context of overall business, marketing and communications goals.
  30. 31. Where to Start – Measure
  31. 32. Thank You Marcus Thomas LLC 24865 Emery Road Cleveland, Ohio 44128 marcus thomas llc.com

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