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Corporate Trends - Online Marketing Summit 2009

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Presentation from Online Marketing Summit 2009 #OMS

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Corporate Trends - Online Marketing Summit 2009

  1. 1. Corporate Trends in Social Media Mike Lewis @bostonmike http://blog.socialepisodes.com VP of Marketing, Awareness, Inc.
  2. 2. What is social media? Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence interactionwith peers and with public audiences, typically via the Internet and mobile communications networks. - (Wikipedia,2009)
  3. 3. The Business Goals have NOT changed Generate leads, awareness and buyers Improve customer experience
  4. 4. B2B companies are generally quot;Anti-Socialquot; We like controlling conversations “One-Way” Dialogs have worked We define where, when and how customers interact with them So… why change???
  5. 5. Introducing:Generation You • Audience has changed > We are creating > We are publishing > We are selecting • Don’t want to listen to advertisers - Interruptive marketing is going away. • The audience is in control… they are linked, listening and informing
  6. 6. Social Media the Right Way: Salesforce.com – Dealing with Outages • The world leader in SaaS solutions • Over 1M users worldwide • The Problem: > January – April 2006 SFDC Experiences significant outages > Customers fight back on the blogosphere launching sites like Gripeforce.com (google it..) • The Resolution: > Trustforce.com
  7. 7. Social Media the Wrong Way: B2B Software Company – Dealing withAdvocates • Large B2B Software company • 20K+ Users worldwide • Traiditonal Thinking • The Problem: > User created groups on Facebook, Linkedin > Users adding company logo to profile > 500 tweets • The Resolution: > Cease and Desist © 2009 Awareness CONFIDENTIAL
  8. 8. Social Media Growth In 2008 © 2009 Awareness CONFIDENTIAL
  9. 9. 85% Growth in 2008 150Musers 170countries 700M Photos uploaded monthly
  10. 10. 752% Growth in 2008 1.2BTweets so far 4.4MUni que monthly visitors © 2009 Awareness CONFIDENTIAL
  11. 11. 184M New blogs in 2008 77% Of web users read blogs 1M Posts are written daily 95% of reporters have blogs © 2009 Awareness CONFIDENTIAL
  12. 12. 30.1M Users 3B Images uploaded 100M Videos viewed daily 91% Growth in 2008 59M Monthly users © 2009 Awareness CONFIDENTIAL
  13. 13. 6M Facebook fans 350K Twitter followers $500M+ Funds raised through the web © 2008 Awareness CONFIDENTIAL
  14. 14. © 2008 Awareness CONFIDENTIAL
  15. 15. Consumers have adopted social media. How are businesses adopting?
  16. 16. • Survey conducted and co-authored with Chirs Brogan (www.chrisbrogan.com) (author of Trust Agents, Coming soon) • Collected 628 total responses • Focus on Social Media in 2009 • eBook available at Awarenessnetworks.com © 2009 Awareness CONFIDENTIAL
  17. 17. 628 total responses 16% 36% > $250M $100M - $250M < $250M 48% © 2008 Awareness CONFIDENTIAL
  18. 18. 2009 marketing budgets are down © 2009 Awareness CONFIDENTIAL
  19. 19. Increase Spending in 2009: Search 50% Video 46.6% Social 46.6%
  20. 20. Social Media in 2009? 182 310 Yes No We're not sure yet 136 © 2009 Awareness CONFIDENTIAL
  21. 21. Why not Social Media? Brand Legal Participation ROI Ethics IP © 2009 Awareness CONFIDENTIAL
  22. 22. 450 400 350 300 250 200 150 100 50 0 Participation and Brand image community Calculating ROI dynamics Legal Ethics and considerations integrity Intellectual property rights © 2009 Awareness CONFIDENTIAL
  23. 23. Why Social Media? Networking Marketing Revenue Recruiting Promoting Brand Customer Engagement Collaboration Thought Leadership Service and Support Product Development © 2009 Awareness CONFIDENTIAL
  24. 24. 500 450 400 350 300 250 200 150 100 50 0 © 2009 Awareness CONFIDENTIAL
  25. 25. Would Best Practices help? 23.57% 5.10% Yes No 71.34% Maybe © 2009 Awareness CONFIDENTIAL
  26. 26. Social Media Baby Steps
  27. 27. 400 350 300 250 200 150 100 50 0 Blogs/Commenting Facebook (Group, Page etc.) LinkedIn (Group, Networking) Twitter © 2008 Awareness CONFIDENTIAL
  28. 28. © 2009 Awareness CONFIDENTIAL
  29. 29. © 2009 Awareness CONFIDENTIAL
  30. 30. © 2009 Awareness CONFIDENTIAL
  31. 31. © 2009 Awareness CONFIDENTIAL
  32. 32. © 2009 Awareness CONFIDENTIAL
  33. 33. Community Adoption
  34. 34. Do you currently have an external community? 42.36% 57.64% © 2008 Awareness CONFIDENTIAL
  35. 35. 250 200 150 100 50 0 © 2009 Awareness CONFIDENTIAL
  36. 36. Community Focus 400 350 300 250 200 150 100 50 0 © 2009 Awareness CONFIDENTIAL
  37. 37. Leveraging Points of Enthusiasm © 2009 Awareness CONFIDENTIAL
  38. 38. Top 8 Social Media Marketing Use Cases © 2009 Awareness CONFIDENTIAL
  39. 39. The Core of Social Media = Content & Profiles • Building a solid asset based on content and profiles • Living Social Data > Consistantly collecting implicit and explicit Data > Collect from ALL Profile and Content sources • Social Mining > Actionable uses of data > Drive and Influence marketing programs > Stimualte marketing activity and demand generation © 2008 Awareness CONFIDENTIAL
  40. 40. Now, Let’s Talk about the Elephant in the room © 2009 Awareness CONFIDENTIAL
  41. 41. Social Media R.O.I. © 2009 Awareness CONFIDENTIAL
  42. 42. Mindshare Community Situation: • McDonald's conducted surveys after McDonald's Partner Conference • Survey results indicated that partners wanted continued collaboration, best practice sharing and networking all year round • McDonald's planned an online partner community to coincide with following year's Conference Results: • Seeded community with over a 10,000 profiles • Over 1,000 content responses collected • A response that saved McDonalds' millions of $$$s- window decals on entrance/exit doors
  43. 43. B2B Technology Company Situation: • Connect users to share best practices, transfer knowledge and resolve support issues • Only source of user interaction is annual customer conference; after the conversation dies • Want to build brand enthusiasm and increase loyalty Results: • Over 22K users sign-up • 10K support issues resolved in year 1 through peers (Est. $500K saved) • Multiple responses collected for user quot;Tips & Tricksquot; guide © 2009 Awareness CONFIDENTIAL
  44. 44. Marriott on the Move Situation: • Drive revenue to Marriott.com • Increase loyalty rewards memberships • Reach out to the over 3,000 properties • Develop a softer, positive image of a giant International corporation Results: • After one year, generated $5 million in room revenue • Increased loyalty rewards membership by 60% • Site traffic- 6,000 visitors per day and over 600,000 for the year • Media coverage- NBC Nightly News, Washington Post and several trade pubs
  45. 45. © 2009 Awareness CONFIDENTIAL
  46. 46. Research Credits • Forrester Research 2009, Social Technographic profile of US online users • Austin's New Media Lab, 2008 Social media Statistics, nmlab.com • Chrisbrogan.com © 2009 Awareness CONFIDENTIAL
  47. 47. Photo Credits • All photos taken from Flickr under Creative Commons Slide 4: Scott Beale / Laughing Squid, laughingsquid.com > Slide 5: My First Nikon D40 Picture, somefool (MatthewM) > Slide 6: Scoble's Tablet PC, penmachine > Slide 7, Wikipedia, quartermane > Slide 9, Yes, We Can Twitter, comicbase > Slide 11: Alone in the crowd, frielp > Slide 13: V No Budget, derekb > Slide 14: The Exploding Internet Flower, mrwilleeumm > Slide 16: Proceed with… , Nubian ∑agle ©™ > Slide 18: green light, Benimoto > Slide 24: Unity in Diversity, Untitled blue > Slide 30: Questions in the Dark, Matthew_Dutile > © 2009 Awareness CONFIDENTIAL

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