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Social Media Marketing Overview Share

Overview presentation on Social Media Marketing

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Social Media Marketing Overview Share

  1. 1. ESTABLISHING A SOCIAL MEDIA MARKETING PRESENCE Prepared by: Steven Oshinski and Ruthie Gelber April 29, 2009
  2. 2. SOCIAL MEDIA <ul><li>Why you can’t ignore social media </li></ul>February 17, 2009 In April 2009, two Domino’s employees posted a video of themselves preparing food at a franchise in North Carolina. The video was featured and discussed across the blogosphere and social networks prior to mainstream media picking it up. Two employees had the potential to take down a powerful household brand name. Within days, over 1 million views. Story picked up by New York Times, Wall Street Journal, Washington Post, USA Today, and the Associated Press.
  3. 3. SOCIAL MEDIA <ul><li>Why you can’t ignore social media </li></ul>February 17, 2009 In September of 2004, a member of an online bike forum posted that he could open his Kryptonite lock with a Bic pen. One day later, a fellow user posted a video of the lock being picked. Dozens of influential bloggers picked up the story. Days later, it ran in the New York Times , the AP, and hundreds of other media outlets.
  4. 4. SOCIAL MEDIA <ul><li>Why you can’t ignore social media </li></ul>February 17, 2009 This is NOT a fad. This IS a fundamental shift in the way brands and consumers communicate. Marketers MUST embrace it. “ Consumers are connecting with each other… In the process, they are either reinforcing marketing efforts or beating marketers at their own game by directly sharing their own experiences and thoughts … This is a game-changer.” - Dave Evans , founder of Digital Voodoo “ If you’re a B2B marketer and you’re not using social technologies in your marketing, it means you’re late . - Josh Bernoff, Forrester Research, blogger “ Content is the new democracy and we the people are ensuring that our voices are heard.” – Brian Solis, Principal of FutureWorks PR “ You cannot ignore this trend… your customers are there. You may go a little slower or a little faster, but you have to move forward. There is no going back.” - Charlene Li, Groundswell author, blogger
  5. 5. AGENDA <ul><li>Today’s Agenda </li></ul>Today’s objectives are: February 17, 2009 Content & Foundation: Establish a common understanding of the meaning and implications of social media and social media marketing. Current Practices : Highlight how social media marketing is being used in the marketplace and the affect on consumers. Relevance : Initiate the conversation to create our viewpoint and strategy with regards to implementing social media marketing for us and for our clients.
  6. 6. DEFINITION <ul><li>What is social media marketing? </li></ul>Social Media Marketing is: “ A shift in how people discover, read, and share content. It’s a fusion of sociology and technology, transforming monologue (one to many) into dialogue (many to many) and is the democratization of information, transforming people from content readers into publishers.” - Wikipedia 4/22/2009 February 17, 2009 Social media is an extension of brand and customer communications using alternative channels. Such interactions will be described as “conversations ”. In its simplest sense, social media marketing involves five core components explained in the next several slides: (1) What – the content (2) Who – the audience (3) Where & when – the platforms (4) How – the conversations & interactions (5) Why – the benefits for your product and brand
  7. 7. THE CONTENT <ul><li>The Content (What) </li></ul>February 17, 2009 The amount of user-generated content is infinite. And conversations are happening 24/7, 365.
  8. 8. THE AUDIENCE <ul><li>The Audience (Who) </li></ul><ul><li>The Audience (Who) </li></ul>February 17, 2009 THE AUDIENCE Who is participating in and listening to these online conversations? February 17, 2009 While you may target a specific audience, social media extends your content to others including both those you may desire and those you don’t. Target Audience (Direct): Core recipients you seek to obtain their attention and interactions Shared Audience (Indirect): Individuals engaged by Target Audience through exchanging content and conversations Peripheral Audience (Unintended): Individuals encountered through various inconsequential participations from searches to accident Target Shared Peripheral
  9. 9. THE AUDIENCE <ul><li>The Audience (Who) </li></ul>How could this audience be segmented for greater understanding? February 17, 2009
  10. 10. THE AUDIENCE <ul><li>The Audience (Who) </li></ul>Who is really participating and how influential is this mass? February 17, 2009 Impact Affect
  11. 11. THE PLATFORMS <ul><li>The Platforms (Where/When) </li></ul>February 17, 2009
  12. 12. THE CONVERSATIONS <ul><li>The Conversations (How) </li></ul>February 17, 2009 <ul><li>Of adults currently active on the internet: </li></ul><ul><ul><li>77% read blogs. </li></ul></ul><ul><ul><ul><li>184 million blogs worldwide. </li></ul></ul></ul><ul><ul><ul><li>26.4 million in the US. </li></ul></ul></ul><ul><ul><li>39% subscribe to RSS feeds. </li></ul></ul><ul><ul><li>57% have joined a social network. </li></ul></ul><ul><ul><li>55% have uploaded photos. </li></ul></ul><ul><ul><li>83% have watched online video clips. </li></ul></ul><ul><li>Universal McCann Comparative Study on Social Media Trends, April 2008 </li></ul><ul><li>Facebook has 200 million users around the globe. </li></ul><ul><ul><li>60 million in the United States. </li></ul></ul><ul><ul><li>100 million+ use it every day. </li></ul></ul><ul><ul><li>Fastest growing demographic is those age 35 and older. </li></ul></ul><ul><li>Twitter is the fastest growing community site with a 1382% increase in visits from 2/08 to 2/09. </li></ul><ul><ul><li>42% of those users are 35-49. </li></ul></ul><ul><li>YouTube’s demographic is age 18-55. </li></ul><ul><ul><li>51 percent of users visit YouTube weekly. </li></ul></ul><ul><ul><li>52 percent share videos with friends & colleagues. </li></ul></ul>
  13. 13. THE CONVERSATIONS <ul><li>The Conversations (How) </li></ul>February 17, 2009 In traditional marketing models, most messages are one way. They are constructed by the company/marketer and delivered to the consumer. Traditional Marketing View Purchase Decision Purchase Awareness Consideration
  14. 14. THE CONVERSATIONS <ul><li>The Conversations (How) </li></ul>February 17, 2009 In social media marketing, the process continues beyond purchase and becomes a two-way dialogue. Consumers also now play the role of the communicator (vs. just the marketer) by creating content, rating & reviewing purchases and sharing their experiences. Purchase Decision Purchase Social Media Marketing Awareness Post-Purchase Exp. Consideration
  15. 15. THE CONVERSATIONS <ul><li>The Conversations (How) </li></ul>February 17, 2009 <ul><li>After consumers try your product, they talk about it. Online. This “collective crowd” becomes the new voice of marketing for your product. </li></ul><ul><ul><li>14% of people trust advertisements. </li></ul></ul><ul><ul><li>78% trust the recommendations of fellow consumers. </li></ul></ul><ul><ul><li>These continuous conversations ultimately bridges the gap between Marketing (“the promise”) and Operations (“the delivery”). </li></ul></ul>
  16. 16. THE BENEFITS <ul><li>The Benefits (Why) </li></ul>February 17, 2009 <ul><li>Participating allows you to: </li></ul><ul><ul><li>Listen to what your customers are saying. </li></ul></ul><ul><ul><li>Engage them in conversations. </li></ul></ul><ul><ul><li>Provide direct customer service. </li></ul></ul><ul><ul><li>Gain valuable insight to fuel improvement or reward success. </li></ul></ul><ul><ul><li>Create and share interesting content. </li></ul></ul><ul><ul><li>Reveal a personality behind your brand. </li></ul></ul><ul><ul><li>Build your network. </li></ul></ul><ul><ul><li>Ultimately, direct traffic to your website and increase sales. </li></ul></ul><ul><li>Choosing to participate assumes that: </li></ul><ul><ul><li>You want to listen to your customers. </li></ul></ul><ul><ul><li>You value their feedback about the post-purchase experience. </li></ul></ul><ul><ul><li>You have the ability to partake in social media (skills, manpower) </li></ul></ul><ul><ul><li>You can handle the negative comments without derailing focus. </li></ul></ul>
  17. 17. THE SOCIAL MEDIA UNIVERSE <ul><li>The Social Media Universe </li></ul>February 17, 2009 <ul><li>The traditional role of the customer moves from the center of the universe to the peripheral </li></ul><ul><li>Working outward, are the activities and actions of strategizing and engaging in customer interactions </li></ul><ul><li>Multiple methods, channels and/or tools are available toward customer outreach </li></ul><ul><li>A continual rotation of listening, responding and learning eventually takes place. </li></ul>One of many evolving views is “The Conversation Prism”
  18. 18. THE SOCIAL MEDIA UNIVERSE <ul><li>The Social Media Universe (continued) </li></ul>February 17, 2009 <ul><li>How do people navigate this social media universe? </li></ul><ul><li>SEARCH: </li></ul><ul><li>80 percent of people look online first when searching for information. </li></ul><ul><li>“ Your corporate webpage is really” – Jeremy Owyang </li></ul><ul><li>What do consumers find when they search for you? </li></ul><ul><li>Corporate website </li></ul><ul><li>Articles </li></ul><ul><li>Social Media content </li></ul>
  19. 19. THE SOCIAL MEDIA UNIVERSE <ul><li>The Social Media Universe (continued) </li></ul>February 17, 2009 <ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Microblogs </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Social bookmarking sites </li></ul></ul><ul><ul><li>Social news sites </li></ul></ul><ul><ul><li>Message and discussion boards </li></ul></ul><ul><ul><li>Media sharing sites </li></ul></ul><ul><ul><li>Virtual worlds </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>Widgets </li></ul></ul>Conversations can be broken down into the following categories:
  20. 20. SOCIAL MEDIA UNIVERSE <ul><li>Social Media Universe (continued) </li></ul>February 17, 2009 Blogs A shortened form of blogging. Posts are limited to a restricted number of characters. Microblogs A website where one or more persons submit regular “posts” or entries. These can feature text, video, photos, etc. Readers are encouraged to post comments. RSS “ Really Simple Syndication.” A way for consumers to sign up to “subscribe” to a given news feed. Content from the selected site, blog, or microblog will be sent directly to the user whenever updated. Social Networks Online communities where people engage and connect. Users can build profiles, “friend” others, share media, and send or post messages. Social Bookmarking Users store, organize, and share bookmarks of web pages or blogs. Users can “tag” items in order to categorize them and help others find valuable content.
  21. 21. SOCIAL MEDIA UNIVERSE <ul><li>Social Media Universe (continued) </li></ul>February 17, 2009 Social News Sites Users post reviews, comments, and ratings of products and services. Message & discussion boards Users discover, rate, and share content from around the web. Media sharing Sites that allow users to submit, share, and comment on various forms of media, including videos, photos, and music. Virtual worlds Online computer-based simulated environments intended for users to inhabit and interact via avatars. Wikis Collaborative websites that allow multiple users to add and edit content. Widgets Applications that can be embedded within a webpage. These can be downloaded and used to stream content from a website.
  22. 22. METRICS <ul><li>Metrics </li></ul>February 17, 2009 <ul><li>How do we measure the impact of these conversations? </li></ul><ul><li>Quantitative </li></ul><ul><ul><li>Pageviews, unique visitors </li></ul></ul><ul><ul><li>Bounce rates </li></ul></ul><ul><ul><li>Number of blog posts, Tweets, videos, photos </li></ul></ul><ul><ul><li>Number of Facebook fans/friends, Twitter followers, RSS subscriptions </li></ul></ul><ul><ul><li>Number of times your content is linked to, digg’d, bookmarked, re-posted, re-Tweeted </li></ul></ul><ul><li>Qualitative </li></ul><ul><ul><li>Your influence </li></ul></ul><ul><ul><ul><li>Technorati </li></ul></ul></ul><ul><ul><ul><li>Who’s talking about you </li></ul></ul></ul><ul><ul><li>Sentiment of engagement </li></ul></ul><ul><ul><li>Depth of engagement </li></ul></ul><ul><ul><li>Quality of comments/conversations </li></ul></ul><ul><ul><li>User or contributors ratings </li></ul></ul>Number of posts tagged per week
  23. 23. CASE STUDIES <ul><li>Case Studies (Positive) </li></ul>February 17, 2009 <ul><li>Within 48 hours of the incriminating video’s release, Dominos created a YouTube response video. </li></ul><ul><li>The video was titled “Disgusting Dominos People – Dominos Responds” – a search engine optimization tactic to direct those seeking the original video to the response. </li></ul>Domino’s also created a Twitter account to directly respond to consumers with questions or concerns, and responded to the blog that originally shared the video. The company has received praise for its social media response from outlets like the Wall Street Journal, New York Times, Forbes, and marketing blogs from around the country.
  24. 24. CASE STUDIES <ul><li>Case Studies (Positive) </li></ul>February 17, 2009 <ul><li>In 2006, a Comcast customer posts a video of a Comcast repairman falling asleep on his couch. The video gets over 1 million hits on YouTube. </li></ul><ul><li>In 2007, an angry Comcast customer starts a blog called “Comcast Must Die” where he and other consumers rant about Comcast’s poor products & service. </li></ul><ul><li>In 2008, Comcast utilizes Twitter to respond directly to concerned customers. </li></ul>Comcast is lauded for its innovative customer service system and timely, helpful responses across the blogosphere and in traditional media.
  25. 25. CASE STUDIES <ul><li>Case Studies (Positive) </li></ul>February 17, 2009 Allowed employees to blog. They currently run a full network featuring thousands of employee blogs, allowing the public to see their wealth of talent and personality. Their innovative video series went viral, resulting in millions of downloads, thousands of subscribers, and a five-fold increase in sales. Used its own customers to develop and create excitement about new ideas through its “My Starbucks Idea” site. Users submit, discuss, or vote on suggestions, and the top ones are featured in-depth on the “My Starbucks Idea” blog. Used blogging and social networking to connect with real moms. Engaged Moms and gained valuable feedback while reinforcing their dedication to child safety and motherhood.
  26. 26. CASE STUDIES <ul><li>Case Studies (Negative) </li></ul>February 17, 2009 Both companies were exposed as having posted fake reviews on online discussion forums. Scathing coverage was rampant in both the blogosphere and traditional media (including the New York Times .) Loses credibility when it is revealed that a blog called “Walmarting Across America” which has been posting favorable Walmart reviews is actually sponsored by Walmart’s PR agency. Responded to an e-mail from a concerned blogger/customer by saying Target did not “participate with nontraditional media outlets.” Bloggers everywhere blast Target for ignoring their customers and only seeking traditional PR.
  27. 27. DOS AND DON’TS <ul><li>Dos and Don’ts </li></ul>February 17, 2009 Do Listen to your audience. Do Cede control. Don’t Try to delete every negative comment. Attempts at censorship are not tolerated. Don’t Scrap your business plan after one poor review. Do Be honest and transparent. Don’t Fake it. A deceitful site, blog, review or video will be found out. Do Respect the individual. Don’t Be a spammer. People will ignore what’s irrelevant and intrusive. Do Participate by posting original, timely and interesting content. Don’t Let your accounts go stagnant. No newly added material reads, “I don’t care.” Do Foster a positive culture. Happy employees & satisfied customers are your most powerful advocates. Don’t Obsess over negativism or out-spoken critics that thrive on combative dialogue. Some ground rules of the social media culture.
  28. 28. Wrap <ul><li>Final Thoughts and Summary </li></ul>February 17, 2009 <ul><li>Best summarized in a simplistic, layperson’s view of Social Media: </li></ul><ul><li> </li></ul><ul><ul><li>Symbolism: </li></ul></ul><ul><ul><li>- “Scoopville” represents any market </li></ul></ul><ul><ul><li>- Ice Cream Maker represents technology change </li></ul></ul><ul><ul><li>- Ice Cream represents more than just a product, it becomes value (demonstrated via sharing and community) </li></ul></ul><ul><ul><li>Clarity ( @2:24 into video --- “A few things become clear”) </li></ul></ul><ul><ul><li>Product Improvement – via continuous customer feedback </li></ul></ul><ul><ul><li>Customer experience is valued more than advertising </li></ul></ul><ul><ul><li>Ease in navigating the universe to find exact needs </li></ul></ul>
  29. 29. DME CONSIDERATIONS <ul><li>Next Steps </li></ul>February 17, 2009 <ul><li>Next steps: </li></ul><ul><ul><li>Establish a basic level of understanding and competency throughout our company. </li></ul></ul><ul><ul><li>Discuss and establish our social media point of view. </li></ul></ul><ul><ul><li>Determine our own social marketing possibilities. </li></ul></ul><ul><ul><li>Determine social media strategies for our clients. </li></ul></ul>
  30. 30. REFERENCES & ADDITIONAL INFORMATION <ul><li>References & Additional Information </li></ul>February 17, 2009 CASE STUDIES: Domino’s Kryptonite Comcast BlendTec Starbucks
  31. 31. REFERENCES & ADDITIONAL INFORMATION <ul><li>References & Additional Information </li></ul>February 17, 2009 CASE STUDIES: Graco IBM Wal-Mart Belkin Carbonite Target
  32. 32. REFERENCES & ADDITIONAL INFORMATION <ul><li>References & Additional Information </li></ul>February 17, 2009 Social Technographics Ladder Conversation Prism Facebook statistics YouTube Statistics Twitter Statistics Social Media Video POST Model
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