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The Future Of Social Media Marketing


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David Erickson's presentation about the Future of Social Media Marketing given to Century College

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The Future Of Social Media Marketing

  1. 1. Social Media Marketing<br />The “Future” is Now<br />October 8, 2010<br />
  2. 2. Tunheim Partners<br />Tunheim Partners<br />Strategic communications company<br />Public relations<br />Public affairs<br />e-Strategy<br />Tunheim Partners’ specialty Internet marketing practice<br />Experienced leadership, strong team<br />
  3. 3. What Is Social Media?<br />Web 1.0 = Publishing/Presentation<br />One-to-many broadcast model<br />Web 2.0 = Sharing/Enabling<br />Many-to-many conversation model<br />Common Features<br />RSS = Ubiquity<br />Activity feeds = Top of mind<br />Personal networks = Friends/Followers/Contacts<br />Trusted source = Word-of-mouth on steroids<br />Conversations = Commenting/Status Updates<br />Sharing = Post/Share/Like<br />Collaborating = Tagging/Organizing/Events<br />Personal media = Blogging/Uploading/Recording<br />Location Based Services = Checkins<br />The Social Web<br />Centers of Gravity<br />
  4. 4. A social explosion<br />500 million active Facebook users<br />Nearly 3 billion Google searches per day<br />900,000 blog posts every 24 hours<br />1 billion Twitter queries per day<br />2 billion YouTube searches per day<br />
  5. 5. A premium on social engagement<br />93% of Americans believe a company should “have a presence in social media.”<br />85% say having a presence is not enough, they should interact with audience.<br />The lesson: It’s about much more than a “presence” online.<br />
  6. 6. The New “Face(book)” of Marketing<br />Markets are conversations<br />People talk<br />When they’re happy and when they’re angry<br />People trust people<br />The conversation is global<br />Ch-ch-ch-changes<br />Use changes behavior<br />Use changes attitudes<br />This is Life 2.0<br />We’re going mobile<br />Social media is everyday<br />
  7. 7. Snapshot 2010: Social Media Marketing<br /><ul><li>91% of marketers surveyed indicated they were employing social media for marketing purposes
  8. 8. 65% have either just started or have been using social media for only a few months
  9. 9. 56% of marketers are using social media for 6 hours or more each week. 30% use it for 11 or more hours weekly.</li></ul>*Source: 2010 Social Media Marketing Industry Report by<br />
  10. 10. How Corporations Use Social Media<br />
  11. 11. Comcast Cares<br />Monitor<br />Proactive<br />Solutions<br />Really care<br />Critics into champions<br />Changing Perceptions<br />Changing behavior<br />
  12. 12. Punch Pizza – Capture Our Fire<br />Crisis communications<br />Establish presence<br />Citizen marketing<br />Direct marketing<br />Multichannel<br />Online coupons<br />Focus group<br />
  13. 13. Best Buy – Blue Shirt Nation<br />Employee relations<br />Empowerment<br />Subvert bureaucracy<br />C-Suite closer to employees<br />Graphics source: Lednine<br />
  14. 14. Dell Outlet – Sales Channel<br />Direct sales<br />eCoupons<br />$2 Million<br />Customer service<br />PR<br />Source: Dell2Direct blog<br />
  15. 15. H&R Block – Lead Generation<br />Free tax advice<br />Customer service<br />Brand awareness<br />Local leads<br />
  16. 16. Tyson Foods – Corporate Social Responsibility<br />Hunger relief<br />Thought leadership<br />Demonstrates commitment<br />Highlight the cause<br />Not just Tyson<br />Promote others<br />
  17. 17. Ford – Media Relations<br />Media includes bloggers<br />Digital newsroom<br />Social media news releases<br />Easy to use<br />RSS<br />
  18. 18. IBM – Company Bloggers<br />Showcase company culture<br />Thought leadership<br />1,000 voices bloom<br />
  19. 19. Jeep – Branding & Citizen Marketing<br />Showcase Customer marketers<br />Harness enthusiasm<br />Free photos<br />880 members<br />3,800 photos<br />
  20. 20. Johnson & Johnson – Public Relations<br />Corporate blog<br />YouTube channel<br />Thought leadership<br />PR<br />
  21. 21. Social Media Marketing: 2010 & Beyond<br />81% plan on increasing their use of blogs<br />76% - increase use of Facebook<br />73% - increase use of YouTube/video marketing<br />71% - increase use of Twitter<br />Marketers want to learn more about:<br />Social bookmarking sites<br />Twitter<br />Facebook<br />Digg/Reddit/Mixx/StumbleUpon<br />LinkedIn<br />
  22. 22. 2010 & Beyond: Mobile Smartphone Marketing<br />Most marketers indicated they already use mobile networking apps to interact with fans<br />Most marketers not yet involved with creating custom mobile apps, mobile advertising or optimizing their websites for mobile smart phones – but are interested in learning more about these opportunities<br />
  23. 23. Social Media Best Practices - FYI<br /><ul><li>Know your Target and your Objective – never about you, about your making the community members successful
  24. 24. Listen. Find out where they are.
  25. 25. Determine what they want.
  26. 26. Decide: join their community, make a community, both.
  27. 27. Introduce yourself. Invite. Always acknowledge.
  28. 28. Ask them for goals and hopes.
  29. 29. Share your goals hopes. See how they interrelate.
  30. 30. Stick with it. </li></ul>Source:, Chris Brogan<br />
  31. 31. Social Media Best Practices - FYI<br /><ul><li>The Technical Platforms will change. Communities will move. Don’t get wedded to just one (like Facebook, Twitter, Linkedin, etc.)
  32. 32. Equip community - don’t sell your product.
  33. 33. Celebrate them.
  34. 34. The ROI of community - Return on influence
  35. 35. Resource costs & team. These efforts can’t be outsourced to keep them real. There can be multiple voices but ensure everyone knows the goals. It can be low cost but someone must keep the communications fresh with new content.</li></ul>Source:, Chris Brogan<br />
  36. 36. Contact<br />Web<br /><br /><br /><br />Twitter<br />@derickson<br />Email<br /><br /><br />Phone<br />952-851-1600<br />