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Doman_Social Media Marketing

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The intention of this presentation is to summarize our team’s findings after initial research in the Social Media Marketing space. We relied heavily on sources including: eMarketer, Altimeter Group, Forrester, and Marketing Sherpa. At the rate the space is moving, this presentation should be considered old news as of noon today. Also, I apologize in advance for my mediocre PPT artwork skills.

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Doman_Social Media Marketing

  1. 1. Social Media Marketing April 1, 2010 Mike Dodd Dan Doman The intention of this presentation is to summarize our team’s findings after initial research in the Social Media Marketing space. We relied heavily on sources including: eMarketer, Altimeter Group, Forrester, and Marketing Sherpa. At the rate the space is moving, this presentation should be considered old news as of noon today. Also, I apologize in advance for my mediocre PPT artwork skills.
  2. 2. Agenda • Current State of Social Marketing • As Social Grows, Marketers Follow • The Next Online Customer Acquisition Play • Managing Social – An Emerging Social Tools Space – Current Social Tools Landscape • Where Social is Headed Page 2
  3. 3. The Current State of Social – Figures In 2010: • More than 400 million people use Facebook (Universal McCann) • 62.5% of Internet users worldwide have created a social network profile (Universal McCann) • Worldwide social network ad spending will reach $2.5 billion • US social network ad spending will rise to $1.3 billion • 64% of US Internet users will interact with some form of user- generated content • 26 million US adults will use Twitter on a monthly basis • 223 million people worldwide will use mobile social networking Page 3
  4. 4. The Current State of Social – Observations • User-generated content is a pillar of the internet and the basis of social interactions • 64% of internet users are consuming UGC • Conversations and content sharing are going social…fast • Social is the new email, IM, and even mobile texting • Facebook and Twitter messaging is replacing informal email • Social participation continues to defy demographic stereotypes – fastest growing group on Facebook is adults 40+ • Social continues to scale / expand into mobile platforms Page 4
  5. 5. As Social Grows, Marketers Follow • Going social is no longer a trend – it is a reality for marketers • Already, 2/3 of B2C companies have a social presence • 50% of B2C companies use Twitter • Social media is a very effective branding strategy • SEO uses social media (UGC) to improve rankings and drive traffic • Lead gen and customer acquisition via social are quickly developing Page 5
  6. 6. Social – Increasing Portion of Marketing Mix • Besides email marketing, social media marketing is the most popular tactic • 56% of media planners say the will use social network marketing in 2010 • The top 3 (and 5 of the top 8) tactics are tools in the e-marketer’s box • The general trend is towards more targeted interactions at more efficient price points Page 6
  7. 7. Social – Increasing Budget Allocations • While online marketing budgets continue to expand, social media investment expects to maintain the fastest growth trajectory • Social marketing spend is up drastically across all industry segments • Social media is still benefiting from a “free” or “low cost” perception; salaries are the bulk Page 7
  8. 8. Thesis: Social Is The Next Online Customer Acquisition Play We see social playing out very similar to the search, display, email marketing, and general web traffic spaces. 1. First come the crowds / traffic / eyeballs 2. Early / visionary marketing attempts to attract attention 3. Basic measuring tools are developed to justify new programs 4. Medium matures and viability is dependent on metrics / conversion 5. An efficient marketing paradigm emerges Our goal is to identify a tool or toolset that remains open to all networks / platforms, but allows the marketer to listen, interact and measure from one interface. Our initial research leads us to believe that an uber-suite will eventually emerge. Page 8
  9. 9. Thesis: Social Is The Next Online Customer Acquisition Play • The Big 3 online customer acquisition methods remain search, display, and e-mail marketing • Social marketing maintains the fastest growth rate and often directly competes with (or works in cooperation with) email • Social is demanding attention not only from a mix and budget perspective, but also from a staff perspective – enterprises are amassing teams dedicated to social efforts Page 9
  10. 10. Social – New Piece to Complex Customer Acquisition Puzzle Mature Growth Community Virtual Events Platform Search • Tradeshows • Internal SN • SEM, PPC, PPA • Sales Calls • External SN • Conversion • Webinars • Online Fan Club • Keyword Identification • Demos • Cost / Benefit Website Social • Content • Fostering Comm. • SEO E-Marketer • Staying Above Noise • Product Info / Reviews • Measuring ROI • Commerce / Transaction • Balancing Options Display • Maturing Medium Email Marketing • Desensitized User Mobile • One-to-One • Copy / Artwork • Banner Ads • Newsletters • CPC • Text Messaging • Spam Issues • Location-Based • Info vs. Action • Privacy Issues Page 10
  11. 11. Managing Social – Tools Exist, But Still Nascent Space • As marketers move toward the masses, they demand a more sophisticated set of tools to help manage the mountains of data • Today, tool sets are capable of aggregating voices on the web, summarizing sentiment, and engaging with the customer • However, few social management tools have bridged the gap between these basic tasks and analyzing, reporting, proving ROI • Currently, less than 20% of marketers are even using the basic tool sets • Most marketers are still judging success based on basic metrics like number of followers, re-tweets, etc. • The next generation of tool development is currently underway Page 11
  12. 12. Managing Social – An Emerging Tools Layer Listening / Research Interpretation / Sentiment E-Marketer Engagement / Acquisition Configuration Social Landscape Tools Layer Execution Page 12
  13. 13. Managing Social – Today’s Basic Tool Categories Listening / Interpretation Engagement Configuration Research / Sentiment / Acquisition Where are people What are they What should we How do I measure talking about me? saying about us? say? my effectiveness? • Intimidating social • Interpreting the social • Message consistency / • Reporting / analytics landscape sentiment efficiency • Your brand is no longer • Measuring reach, buzz, what you say it is share of voice What / who should I Who should we How should we How do we integrate listen to? engage with? engage with them? social with other marketing efforts? • Inability to match • Separating thought • Method of • Cross-platform analytics, customer voices 1 : 1 leaders from the noise correspondence / eventually embrace persuasion Social CRM Page 13
  14. 14. Managing Social – Listening / Research Landscape VC-Backed $26mm from Emergence Capital Partners, $31mm from Draper Fisher Greenhouse Capital Jurvetson, Mobius Venture Partners, and Rembrandt $4mm from Capital, and August Capital Venture Partners Kegonsa Capital Undisclosed amount raised from Tech Capital $50mm from Cisco Partners Acquired by TNS Media Systems, Polaris Intelligence. $20mm in $1.2mm from Venture Partners, funding from Ascent Venture Founders Fund and Revolution Ventures, Partners, Heart Interactive Rembrandt Venture and Founders Fund Media, and Trident Capital Partners Year Founded Pre-2005 2005 2006 2007 2008 2009 Post-2009 Angel-Backed $250K from Ben Franklin Technology Partners of SE Pennsylvania, Investment $80k from an Arm undisclosed investor Unfunded Page 14
  15. 15. Managing Social – Interpretation / Sentiment Landscape VC-Backed $9.5mm from BDC Venture Capital, Brightspark, and $11.3mm from ABS $37mm from Summerhill Venture Ventures, Dolphin Centurion, Ignition Partners $2mm from Golden Equity Partners, and Partners, In-Q-Tel, Seeds, New York Whelan Capital since Investor Growth Angels, and Zelkova 2004 acquisition by Capital, and WPP Ventures LivePerson Digital $4mm from El Dorado Ventures, Javelin Venture Partners, and Minor Ventures Year Founded 2008 2009 Post-2009 Pre-2005 2005 2006 2007 Angel-Backed $500k from undisclosed $500k from Ontario seed investor Centres of Excellence, Investment Arm Unfunded Page 15
  16. 16. Managing Social – Engagement / Acquisition Landscape ENTERPRISE ENTERPRISE VC-Backed CONSUMER General Campaign $15mm from Comcast Interactive Capital, Dace Ventures, General Catalyst, Turner Broadcasting System $4mm from Betaworks, Business Accelerator, and ProFounders Capital $7mm from Greylock Partners and North Bridge VP $1.6mm from Austin Ventures $1.9mm from Hearst Interactive Acquired by Exact Target. Media, Blumberg Capital, and $1.1mm in funding led by Social Concepts Baseline Ventures $3mm from angel investors Angel-Backed Undisclosed seed capital Shelby Bonnie, Mika Salmi, and Jason Hirschhorn from DreamIt Ventures and $350k from angels Acquired by Seesmic. Funded by angel investors Joi Ito and Reid Hoffman Unfunded Page 16
  17. 17. Managing Social – Configuration Landscape VC-Backed $10mm from Bay Partners, Greycroft, SoftBank, C2 Global Technologies, and Knight’s Bridge Capital $25.5mm from New Enterprise Associates, Novak Biddle Partners, and $8mm from Hummer Acquired by Jive ZG Ventures Windblad Venture Software for an Partners, Northgate undisclosed amount. Capital Group, and $1.4mm in funding Sequoia. Product of from Flywheel Ventures PostApp and True Ventures Year Founded Pre-2005 2006 2007 2008 2009 Post-2009 2005 Angel-Backed $1.4mm from Preetish Nijhawan and Neeraj Gupta Unfunded Division of ThriveSmart Page 17
  18. 18. Where Social is Headed – Social CRM • Social mediums are rapidly expanding, leaving organizations increasingly out of the conversation and playing catch-up • Listening, engaging, and measuring are just the tip of the iceberg • The Social CRM concept integrates the customer interaction directly into the central nervous system of the company • The ability to transform the customer voice and input directly into everyday operations has large implications for not only marketing & customer service, but R&D, sales, innovation, and support • CRM was built around the transaction, Social CRM brings in the conversation and potential collaboration Page 18
  19. 19. Where Social is Headed: Altimeter Group & Forrester Altimeter: 18 Use Cases for Social CRM and how they contribute across the enterprise Forrester: Social CRM within research, marketing, sales, support, product development Page 19
  20. 20. Managing Social – Tomorrow’s Tool Ecosystem Business Objectives We expect the ecosystem of tomorrow to consist of the Listening / Interpretation Engagement following elements: Configuration Research / Sentiment / Acquisition S 1. The Big 3 – Listening, Where are people What are they What should we How do I measure talking about me? saying about us? say? my effectiveness? Sentiment, Engagement E • Intimidating social • Interpreting the social • Message consistency / • Reporting / analytics R landscape • Your brand is no longer what you say it is sentiment • Measuring reach, buzz, share of voice efficiency 2. Configuration will probably V fade into more formal What / who should I Who should we How should we How do we integrate listen to? engage with? engage with them? social with other analytics and API offerings I marketing efforts? • Inability to match • Separating thought • Method of • Cross-platform analytics, C customer voices 1 : 1 leaders from the noise correspondence / persuasion eventually embrace Social CRM 3. An encompassing analytics E package S 4. API integration points with Analytics display, email, and search campaigns 5. Services bundled around Integration with Display, the entire package API Email, Search, CRM Page 20

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