Social Media Overview Extanz.Com


Published on

Reviewing the current state of Social Media, how to use Social Media and Social Networks for businesses purposes. Social Media Marketing and PR 2.0

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Social Media Overview Extanz.Com

    1. 1. Social Media Marketing ‘Carte Blanche’? Yann Ropars – [email_address] – Extanz :Social Media Marketing & PR 2.0
    2. 2. Agenda <ul><li>Some Stats </li></ul><ul><li>Examples – B2B / B2C </li></ul><ul><li>The New Media Deal </li></ul><ul><ul><li>Distribution: You Own it </li></ul></ul><ul><ul><li>Relevancy – Google Sauce </li></ul></ul><ul><ul><li>Building Trusted Relationships – Online </li></ul></ul><ul><ul><li>Lead Generation: Hyper Targeting </li></ul></ul><ul><li>Predictions </li></ul><ul><li>Using Social Media For Your Company </li></ul>
    3. 3. Traditional Marketing Plan <ul><li>Trade shows </li></ul><ul><li>Seminars </li></ul><ul><li>Email blasts </li></ul><ul><li>Cold calls – TeleMarketing </li></ul><ul><li>PR - Advertising </li></ul>Picture credit:   jasoneppink on Flickr “ Interruption Day Marketing”… is being shielded against…
    4. 4. Demographics Source: Rubicon Consulting Sept 2008 3,500 people sample … beware… the fastest growing segment is above 25 years of age
    5. 5. Social Networks: Audience and Growth Unique Audience: Growth (year over year): 59 Million 1% 39 Million 116% 2.3 Million 343% 2.9 Million 251% 12 Million 193%
    6. 6. Barack Obama During the 2008 Election, Obama used social media in ways no other candidate ever has. Some say that the Internet and social media won Obama the election. Facebook Fan Page : 3.2 million fans Facebook Application : 164,551 subscribers MySpace Page : 1 million plus friends Twitter : 145,357 followers, 150,423 following (the single most followed entity on Twitter) Obama’s campaign created an iPhone Application Created his own social network: Source: www.
    7. 7. Gary Vaynerchuk’s daily 15 minute wine tasting video blogs on have attracted 25,000 viewers. His New Jersey liquor store brings in $50 million a year. Gary has been featured in many national media outlets such as, Late Night with Conan O’Brien, The Ellen Degeneres Show, Time, Forbes, GQ, Washington Post, USA Today and many more… Source: Totally Uncorked By Joel Stein TIME Wine Tasting Video Blog 2008 iTune Best Of Video Blog
    8. 8. Motrin by J&J… Oops Johnson & Johnson offended some mothers with an online and print campaign for Motrin that implied moms carry their babies as fashion accessories. Several influential bloggers began expressing their outrage on Twitter, which was turned into a YouTube video titled “Motrin Ad Makes Moms Mad” The Motrin ad was pulled from all media shortly after and they posted an apology on their website. Source: How Twittering Critics Brought Down Motrin Mom Campaign by Michael Learmonth and Rupal Parekh Advertising Age Beware…
    9. 9. Wholefoods… Oops For 7 years Whole Foods CEO John P. Mackey had an online alter ego using the pseudonym Rahodeb. Mackey typed out more than 1,100 entries on Yahoo Finance’s bulletin board, championing his company’s stock and occasionally blasting a rival, Wild Oats Market. Mackey’s alias surfaced in a footnote in a 40-page court document filed by lawyers for the Federal Trade Commission on June 6 th. Source: New York Times Whole Foods Executive Used Alias By ANDREW MARTIN New York Times
    10. 10. Syndicom Inc, Health 2.0 <ul><li>Health network for Spine Surgeons and other critical surgery <$5Million. </li></ul><ul><li>Started a blog, podcasts, connected with customers online (Linkedin, Facebook…) </li></ul><ul><li>Results: </li></ul><ul><ul><li> ranking from 7,100,000 th to 475,000 th in 3 months </li></ul></ul><ul><ul><li>Google Alert is picking up their blogs </li></ul></ul><ul><ul><li>Web traffic up 10-20% month over month </li></ul></ul><ul><ul><li>10% increase in membership </li></ul></ul>
    11. 11. RSS 2.0 … Internet tipped in 2005 <ul><li>You can </li></ul><ul><ul><li>Distribute PR content </li></ul></ul><ul><ul><li>Share your content </li></ul></ul><ul><ul><li>Replicate content </li></ul></ul><ul><li>Maximize your brand digital footprint </li></ul>
    12. 12. The Name of the Game [ref. algorithm] Eric Schmidt, CEO, Google. Nov 2008, AdAge “ We don’t want you to be successful” … “ The fundamental way to increase your rank is to increase your  relevance. ”
    13. 13. The Ever Growing New Way … To FIND INFORMATION and PRODUCTS More and more internet rankings are based on internet conversations (blogs, video blogs, micro-blogs…) The Social Graph is growing as a sales mechanism.
    14. 14. Who is your bread maker? <ul><li>Trust & business: Online networks are no different. </li></ul><ul><li>Quality = Relevancy = Stickiness </li></ul><ul><li>The higher purpose is customer centric. </li></ul>Higher Purpose Company A Company B Company C Company D
    15. 15. Lead Generation via Social Media BTW… Are you members of Groups? Have you created groups? Linkedin, Facebook? Examples
    16. 16. Why have a business blog? <ul><li>Gain Visibility as a Thought Leader. </li></ul><ul><li>Engage Customers in a Dialogue. </li></ul><ul><li>Every Blog Article is an SEO Opportunity. </li></ul><ul><li>Blogs Are Link Bait . </li></ul><ul><li>Humanize Your Brand . </li></ul><ul><li>In Google, Fresher Content = Better Website. </li></ul>
    17. 17. Predictions <ul><li>SEO & PR are merging. </li></ul><ul><li>The Social Graph is the basis of viral marketing. </li></ul><ul><li>A brand’s digital footprint is becoming its biggest marketing asset. </li></ul><ul><li>Trends: Relevancy, transparency, reciprocity, trustworthiness, swarming. </li></ul>
    18. 18. Using Social Media For Your Company
    19. 19. 7 Major Steps <ul><li>Set clear goals for the brand </li></ul><ul><li>Set up a blog [inside your site] </li></ul><ul><li>Build your digital footprint </li></ul><ul><li>Create and ‘feed’ excellent content to increase ‘relevancy’ </li></ul><ul><li>Optimize your content (blogs, pictures, videos) </li></ul><ul><li>Reach out to your customers and beyond </li></ul><ul><li>Mirror online all offline activities </li></ul>
    20. 20. Simplified principles of an RSS Architecture
    21. 21. Mirror Your Activity Offline and Traditional Marketing & Web 1.0 Social Media Marketing Web 2.0 Marketing 1.0 Audience 2.0 1999 --- 2009 --- “ Should We have a Website?” “ Should We have a Web 2.0 Strategy?” Photo Credit: Mirror Lake by [email_address] on
    22. 22. Thank you [email_address]