Ct Business Expo Social Media, Is It A Marketing Tool (Tin180 Com)


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Ct Business Expo Social Media, Is It A Marketing Tool (Tin180 Com)

  1. 1. Social Media, is it a Marketing Tool? An Educational Seminar Connecticut Business Expo June 2008
  2. 2. Travelers and Social Media
  3. 3. Travelers and Social Media
  4. 4. About Marci <ul><li>VP Digital, Imre Communications </li></ul><ul><ul><li>MA, Public Communication </li></ul></ul><ul><ul><ul><li>American University </li></ul></ul></ul><ul><ul><li>Certificate Online Promotion </li></ul></ul><ul><ul><ul><li>Georgetown University </li></ul></ul></ul><ul><ul><li>Internet Think Tank </li></ul></ul><ul><ul><ul><li>E-Voter Institute (2.5 years) </li></ul></ul></ul><ul><li>First social media campaign: 1998 </li></ul><ul><li>Specialties: </li></ul><ul><ul><li>Algorithmic content development </li></ul></ul><ul><ul><li>Web data & patterns analysis </li></ul></ul><ul><ul><li>Public dialogue management online </li></ul></ul><ul><ul><li>Web communication for business </li></ul></ul>
  5. 5. Agenda <ul><li>Why do we care about Social Media </li></ul><ul><li>Web 2.0 - The Social Media Factor </li></ul><ul><li>Case Studies </li></ul><ul><li>The Opportunity is Everywhere </li></ul><ul><li>How Business can “Do” Social Media </li></ul><ul><li>How to Get Started </li></ul>
  6. 6. Why Do We Care About Social Media
  7. 7. Why do we care about Social Media <ul><li>2007 Comscore Report </li></ul><ul><ul><li>772 Million online worldwide, age 15 or older </li></ul></ul><ul><li>2007 Enquiro Study </li></ul><ul><ul><li>50% of B2B buyers convert online. 50-50 split online Vs. offline </li></ul></ul><ul><li>Facebook -- top 10 Web property </li></ul><ul><ul><li>Growing faster than any other top 10 site </li></ul></ul><ul><ul><li>5X more visits per visitor than any other top 10 site </li></ul></ul>
  8. 8. Why do we care about Social Media <ul><li>February 2008, INC MAGAZINE - North America stats </li></ul><ul><ul><li>100 million blogs worldwide. </li></ul></ul><ul><ul><ul><li>66% trust blogs for product information (Neilsen, 2007) </li></ul></ul></ul><ul><ul><li>2/3 of all users visit a social network at least once per month </li></ul></ul><ul><ul><ul><li>Myspace: 57 Million Monthly </li></ul></ul></ul><ul><ul><ul><li>Facebook: 34.7 Million Monthly </li></ul></ul></ul><ul><ul><ul><li>MiGente: 384,000 Monthly (Latino) </li></ul></ul></ul><ul><ul><li>Wikipedia: 52 Million in 2007 </li></ul></ul><ul><ul><li>Stickiness: 4 hours/month </li></ul></ul>
  9. 9. Why do we care about Social Media <ul><li>Online Video: </li></ul><ul><ul><li>User-generated videos - 22 billion views in 2007 </li></ul></ul><ul><ul><li>Up 70% over 2006 </li></ul></ul><ul><li>2007 Comscore Report: </li></ul><ul><ul><li>Ave. 158 minutes of streaming video each </li></ul></ul><ul><ul><li>Ave. stream duration - 2.5 minutes </li></ul></ul><ul><ul><li>74.3% U.S. Internet users streamed video online </li></ul></ul><ul><ul><li>35% streamed on YouTube.com </li></ul></ul><ul><ul><li>Average: 63 streams, Over 2/day </li></ul></ul>
  10. 10. Let’s Talk Social Media
  11. 11. The Social Media Factor <ul><li>Web 1.0 </li></ul>
  12. 12. The Social Media Factor <ul><li>Web 2.0 </li></ul>
  13. 13. The Social Media Factor <ul><li>What’s being said about SOCIAL MEDIA </li></ul><ul><ul><li>User generated content </li></ul></ul><ul><ul><li>User thinks he is in control </li></ul></ul><ul><ul><li>Quantifies the masses </li></ul></ul><ul><ul><li>The public forum for the common man </li></ul></ul><ul><li>Focus: Authenticity </li></ul><ul><li>Visibility provided by: </li></ul><ul><ul><li>Voting </li></ul></ul><ul><ul><li>Popular consensus via links </li></ul></ul>
  14. 14. The Social Media Factor <ul><li>Social Media is a digital realization of the “Six Degrees of Separation” theory </li></ul><ul><ul><li>Milgram’s Small World Experiment Circa 1967 </li></ul></ul>Six degrees of separation
  15. 15. The Social Media Factor
  16. 16. The Social Media Factor
  17. 17. Case Studies
  18. 18. Case Studies <ul><li>Obama on Twitter </li></ul><ul><ul><li>6000 followers </li></ul></ul><ul><ul><li>Obamatars </li></ul></ul>Obama’s tweets tend to lack the personal commentary that make for interesting reading, but his campaign has created a powerful social media brand by using social media sites like Twitter. From the Blogsphere
  19. 19. Case Studies <ul><li>Geico — CaveMansCrib.com </li></ul><ul><ul><li>Flash animation with embedded movies showing the popular CaveMen characters in their fictional apartment before and after a party </li></ul></ul>
  20. 20. Case Studies <ul><li>Geico — CaveMansCrib.com </li></ul><ul><ul><li>Additional Distribution </li></ul></ul><ul><ul><ul><li>TV commercials </li></ul></ul></ul><ul><ul><ul><li>YouTube Clone ( www. cmoviesonline .com ) </li></ul></ul></ul><ul><ul><ul><li>Provided embedded links for republishing </li></ul></ul></ul><ul><ul><ul><li>Promoted on YouTube and AOL Video </li></ul></ul></ul><ul><ul><ul><li>Supplementary advo videos directing traffic to the URL </li></ul></ul></ul>
  21. 21. Case Studies <ul><li>Geico CaveMansCrib.com </li></ul><ul><ul><li>August - over 400,000 visits, 7 minutes each (ave) </li></ul></ul><ul><ul><li>More than wholefoods.com, Lexus.com, or LuisVuitton.com on average </li></ul></ul>
  22. 22. Case Studies <ul><li>Geico CaveMansCrib.com Results: </li></ul><ul><li>Blog entries: 3000+ </li></ul><ul><li>Spirit: Positive and Negative, often both in the same article </li></ul><ul><ul><li>“ It's a cool if rather annoying vehicle for you to keep thinking about  Cavemen and thus GEICO — you know. So easy a Caveman could  do it? Personally, the commercials were not only annoying, they  seem to poke fun at the real-life calls by people of color for better  treatment and representation on television, and thus my main issue  with this ad campaign. </li></ul></ul><ul><ul><li> I think it's stupid and at a level even a Caveman could not reach. </li></ul></ul><ul><ul><li> Ok. That aside, the online media efforts a good example of what's  possible. This is great branding.” </li></ul></ul>
  23. 23. Case Studies <ul><li>Home Depot — YouTube </li></ul>
  24. 24. Case Studies <ul><li>Home Depot and YouTube </li></ul><ul><li>Final Contest Metrics Final #s (original goal) </li></ul><ul><ul><li>Web banner impressions: 2.87 million (1.5 million) </li></ul></ul><ul><ul><li>Videos watched: 427,000 (65,000) </li></ul></ul><ul><ul><li>Page views: 130,400 (20,000) </li></ul></ul><ul><ul><li>Group members: 931 (150) </li></ul></ul><ul><ul><li>Qualified video entries: 262 (50) </li></ul></ul><ul><ul><li>Customer engagement time: </li></ul></ul><ul><ul><ul><li>10,000+ hours </li></ul></ul></ul><ul><ul><li>Time it would take to watch all of the videos: </li></ul></ul><ul><ul><ul><li>7+ hours </li></ul></ul></ul><ul><ul><li>Online press mentions and blog discussions: </li></ul></ul><ul><ul><ul><li>70+ (including Houston Chronicle and several major dailies) </li></ul></ul></ul>
  25. 25. Case Studies <ul><li>Target’s Standard Response to Bloggers: </li></ul><ul><li>“ Good Morning, </li></ul><ul><li>Thank you for contacting Target; unfortunately we are unable to      respond to your inquiry because Target does not participate with      non-traditional media outlets. This practice is in place to allow us    to focus on publications that reach our core guest. </li></ul><ul><li>   Once again thank you for your interest, and have a nice day.” </li></ul>
  26. 26. Case Studies <ul><li>Target: The Danger of Not Responding </li></ul>
  27. 27. RJE Business Interiors <ul><li>RJE Business Interiors — </li></ul><ul><ul><li>$26 million supplier of office furniture to corporations in Indiana </li></ul></ul><ul><li>Strategy: 6 episodes of “reality TV” on www.rjefurn.com </li></ul><ul><li>Cost to produce: $25,000 </li></ul><ul><li>Results: Revenue increase of 22% </li></ul><ul><li>HTML Email open rate for continuing communication is up 10% </li></ul>
  28. 28. Opportunity is Everywhere
  29. 29. Opportunity is Everywhere <ul><li>Monitoring Social Media </li></ul><ul><ul><li>Keep an eye out for spikes </li></ul></ul><ul><ul><li>Read content in spikes </li></ul></ul><ul><ul><li>Measure positive vs. negative </li></ul></ul><ul><ul><li>Learn </li></ul></ul><ul><ul><li> Reward </li></ul></ul><ul><ul><li> Engage </li></ul></ul><ul><ul><li>Learn mindset & language </li></ul></ul><ul><ul><li>Reward attention </li></ul></ul><ul><ul><li>Engage as an ambassador </li></ul></ul>
  30. 30. Opportunity is Everywhere <ul><li>Max Factor </li></ul><ul><ul><li>Already over 11,000 videos on YouTube </li></ul></ul><ul><ul><li>Thousands of visitors </li></ul></ul><ul><ul><li>Real people, not stars </li></ul></ul><ul><ul><li>Extreme comment activity </li></ul></ul><ul><ul><li>Drug store brands used </li></ul></ul><ul><ul><li>Embedded into Myspace/Facebook pages </li></ul></ul><ul><ul><li>http: //youtube .com/watch? v=NWjcJziLEcA </li></ul></ul><ul><ul><li>http: //youtube .com/watch? v=OjgZ_IgmiiQ </li></ul></ul>
  31. 31. How Business can “Do” Social Media
  32. 32. How Business can “Do” Social Media <ul><li>Do Identify Yourself </li></ul><ul><li>Why? </li></ul><ul><ul><li>It’s the right thing to do </li></ul></ul><ul><ul><ul><li>Be impeccable </li></ul></ul></ul><ul><ul><li>Allows others to communicate with full disclosure </li></ul></ul><ul><ul><li>Forces maturity </li></ul></ul><ul><ul><li>If you are discovered posting anonymously, the backlash is significant </li></ul></ul><ul><ul><ul><li>The “Google Guy” did it right </li></ul></ul></ul>
  33. 33. How Business can “Do” Social Media <ul><li>Case in Point: “The Google Guy” </li></ul><ul><ul><li>Google was constantly hammered in SEO Forums </li></ul></ul><ul><ul><li>“ Google Guy” responded to significant threads about “hokus pokus” and “rigging” </li></ul></ul><ul><ul><li>Popped in and out — about every 2-4 weeks </li></ul></ul><ul><ul><li>Provided significant technical guidance </li></ul></ul><ul><ul><li>Stayed out of the “Google Bashing” </li></ul></ul><ul><ul><li>Only participated when a specific kind of conversation arose </li></ul></ul>
  34. 34. How Business can “Do” Social Media <ul><li>Think about this: </li></ul><ul><ul><li>They can be anonymous </li></ul></ul><ul><ul><li>You can’t </li></ul></ul><ul><ul><li>They have nothing to lose </li></ul></ul><ul><ul><li>You do </li></ul></ul><ul><ul><ul><li>Onus is on you to bring professional and appropriate dialogue to the party </li></ul></ul></ul><ul><ul><ul><li>Stay focused on your communications goals </li></ul></ul></ul>
  35. 35. How Business can “Do” Social Media <ul><li>If possible, provide intellectual property barter </li></ul><ul><ul><li>Social media readers will barter their attention for: </li></ul></ul><ul><ul><ul><li>Tips & tricks </li></ul></ul></ul><ul><ul><ul><li>Insider knowledge (The “Scoop”) </li></ul></ul></ul><ul><ul><ul><li>Genuinely valuable info </li></ul></ul></ul><ul><ul><ul><ul><li>Google Guy taught us how to work with the algorithm </li></ul></ul></ul></ul><ul><ul><ul><li>Being treated with respect </li></ul></ul></ul><ul><ul><li>This barter only works if they are actively talking about your company </li></ul></ul><ul><ul><li>Make sure the info you provide is what they are looking for </li></ul></ul>
  36. 36. How Business can “Do” Social Media <ul><li>As with ANY mass audience, you simply can’t win them all </li></ul><ul><li>However, </li></ul><ul><ul><li>Some readers are inspired by the truth </li></ul></ul><ul><ul><li>Others are looking for a good reason to like you </li></ul></ul><ul><ul><li>If you can swing some to your side, why wouldn’t you </li></ul></ul><ul><ul><li>And, if you don’t reach out to these folks, someone else will </li></ul></ul>
  37. 37. How to Get Started
  38. 38. How to Get Started <ul><li>Start Practicing </li></ul><ul><ul><li>Set up a Blog </li></ul></ul><ul><ul><ul><li>Trusted network </li></ul></ul></ul><ul><ul><ul><li>Supported publishing </li></ul></ul></ul><ul><ul><ul><ul><li>Error alerts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Content monitoring </li></ul></ul></ul></ul><ul><ul><ul><li>Web 2.0 Syndication </li></ul></ul></ul><ul><ul><ul><ul><li>Syndic8 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Technorati </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Etc. </li></ul></ul></ul></ul><ul><ul><ul><li>Moderated Comments </li></ul></ul></ul><ul><ul><ul><ul><li>On / off </li></ul></ul></ul></ul>
  39. 39. How to Get Started <ul><li>Linked In </li></ul><ul><ul><li>Set up your profile </li></ul></ul><ul><ul><li>Connect </li></ul></ul><ul><ul><li>Watch the traffic </li></ul></ul><ul><ul><li>Contribute </li></ul></ul>
  40. 40. <ul><li>Thank you </li></ul><ul><li>Marci De Vries </li></ul><ul><li>Imre Communications </li></ul><ul><li>410-821-8220 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.ImreCommunications.com </li></ul><ul><li>Marci403 @ aol.com (IM) </li></ul><ul><li>Marcidevries (Twitter) </li></ul><ul><li>iMarketer Blog </li></ul>