Social media marketing

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Social Media Marketing, PPT

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Social media marketing

  1. 1. Social Media Marketing A Paradigm Shift Or Down the Rabbit Hole By Donald Pullease
  2. 2. What Is Social Media ? <ul><li>Wikipedia in 2006 </li></ul><ul><li>“ Used to describe media which are formed mainly by the public as a group, in a social way, rather than media produced by journalists, editors and media conglomerates.&quot; </li></ul>
  3. 3. Attributes <ul><li>Web Based User Generated Content or information </li></ul><ul><li>One to Many and Many to Many messaging </li></ul><ul><li>Vox Populi </li></ul><ul><li>Conference Call with all your customers </li></ul><ul><li>Mimics real life </li></ul>
  4. 4. Key Players <ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>FaceBook </li></ul><ul><li>Blogging sites </li></ul><ul><li>LinkedIn </li></ul><ul><li>MySpace </li></ul><ul><li>…..And about 30 others with the list growing monthly </li></ul>
  5. 5. Traditional Methods of Communication and Reaching the public <ul><li>Television </li></ul><ul><li>Newspapers </li></ul><ul><li>Magazines </li></ul><ul><li>Radio </li></ul><ul><li>Direct Mail </li></ul><ul><li>Books </li></ul><ul><li>Outdoor Advertising </li></ul><ul><li>Event Sponsorship </li></ul>
  6. 6. What is going on in the traditional Communication World <ul><li>Newspapers </li></ul><ul><li>2008—worst year in US newspaper industry—$75 Million or 16.6% decline in revenue </li></ul><ul><li>Print—17.7% </li></ul><ul><li>Classified—29.7% </li></ul><ul><li>Online—1.8% </li></ul><ul><li>--Newspaper Assoc. of America </li></ul><ul><li>TV </li></ul><ul><li>Global drop in ad revenues of 13% and 9% in the US </li></ul><ul><li>--Financial Times </li></ul><ul><li>11% decline in 2009 for local TV advertising </li></ul><ul><li>--Television Ad Bureau </li></ul><ul><li>CBS has a 13% drop in ad revenues in 2008 </li></ul><ul><li>Magazines </li></ul><ul><li>12.9% decrease in Advertising pages </li></ul><ul><li>--US Publishers Information Bureau </li></ul><ul><li>Radio, outdoor and the book market experience similar rates of decline </li></ul>
  7. 7. Rise of the Internet Age <ul><li>Banner Ads, Search or PPC, Email, Revenue Share/Affiliate Marketing, Social Media </li></ul><ul><li>18% CAGR from 2001-2006 </li></ul><ul><li>$21.2 Billion in 2007 up 26% from 2006 </li></ul><ul><li>Reaching the audience through the Internet, Cell phones, I Pods, MP3, Digital Books </li></ul><ul><li>Aided by the growth of the 3G network technology </li></ul>
  8. 8. IBM Consumer Survey <ul><li>Consumers are seeking consolidated, trustworthy content, recognition and community when it comes to mobile and Internet entertainment. Armed with PC, mobile and interactive content and tools, consumers are vying for control of attention, content and creativity . Despite natural lags among marketers, advertising revenues will follow consumers' habits. </li></ul>
  9. 9. What has caused this? <ul><li>The decline of the economy </li></ul><ul><li>Audience Fragmentation </li></ul><ul><li>Rise of the Digital devices </li></ul>
  10. 10. What the Majors are doing? <ul><li>Internet Ad revenues for 2008 increase 23.4 Billion or 10.6% over 2007 </li></ul><ul><li>The Internet is now the third largest area for ad expenditure behind Newspapers and TV </li></ul><ul><li>--Internet Advertising Bureau </li></ul><ul><li>Online Radio website ad projected to grow 56% over the next 5 yrs. </li></ul>
  11. 11. Industry Leaders Banking <ul><li>Missouri Bank —Community building through Blogs </li></ul><ul><li>1st Mariner Bank —Product Research </li></ul><ul><li>B of A, Wachovia and Citi —customer service </li></ul><ul><li>Nicolet National Bank —building trust and brand through transparency </li></ul>
  12. 12. Industry Leaders Whole Foods <ul><li>Over 150 Twitter accounts, separate accounts for specific issues </li></ul><ul><li>iPhone apps for recipes </li></ul><ul><li>YouTube video of cooking healthy foods </li></ul><ul><li>Blogging for customer satisfaction </li></ul>
  13. 13. Brands you know <ul><li>Best Western —Go With Amy as she travels the country </li></ul><ul><li>Coke —Blog about Coke Collectables </li></ul><ul><li>Dell —sponsors an Island at a graphic social network (Second Life) </li></ul><ul><li>Blendic —YouTube videos on blending foods </li></ul><ul><li>Ford —news releases </li></ul><ul><li>Fuji Film— Community of photo enthusiasts </li></ul><ul><li>H&R Block— Fan site with tax advice </li></ul><ul><li>Jet Blue— Training at Jet Blue University </li></ul><ul><li>Marriott —CEO Blogs about his travels at different Marriott locations </li></ul><ul><li>McDonalds —highlight their social responsibility </li></ul><ul><li>Sears —partnered with MTV for a Back to School Shopping experience </li></ul><ul><li>Zappos —twitters about shared love of shoes with customers </li></ul><ul><li>More …Consumer Reports, Forbes, HarperCollins, Associated Press, Enquirer </li></ul>
  14. 14. It is Everywhere <ul><li>Even Coffee shops are taking orders on Twitter </li></ul><ul><li>Asheville’s Pomodoros restaurant is following people on Twitter </li></ul>
  15. 15. Paradigm Shift in Corporate Advertising thinking <ul><li>What is So Over? </li></ul><ul><li>“Carefully crafted press releases or flash ad campaigns to convince large groups of people that their products are the best in the world” </li></ul>
  16. 16. Paradigm Shift in Corporate Advertising thinking <ul><li>What is In? </li></ul><ul><li>“Forging more genuine and direct </li></ul><ul><li>connections with customers by revealing </li></ul><ul><li>the human side, being transparent and </li></ul><ul><li>engaging” </li></ul>
  17. 17. The Shift in Parts <ul><li>Move from “ trying to sell ” to “ making connections ” </li></ul><ul><li>Move from “ large companies ” to “ small acts ” </li></ul><ul><li>Move from “ controlling our image ” to “ being ourselves ” </li></ul><ul><li>Move from “ hard to reach ” to “ available everywhere ” </li></ul>
  18. 18. What “Not to Do” <ul><li>Wall Street Journal </li></ul><ul><li>Moved from “what can it do for us” to “what </li></ul><ul><li>can it do to harm us and how do we prevent it” </li></ul>
  19. 19. Why Do Social Marketing? <ul><li>Convert Followers and Fans to Sales </li></ul><ul><li>“Forge a more direct and genuine connection with your customers through personal relationships” </li></ul><ul><li>“Build a personal relationship with your customers before your competitors do” </li></ul>
  20. 20. How? <ul><li>Community building </li></ul><ul><li>Customer retention and satisfaction </li></ul><ul><li>Incent current customers to give referrals </li></ul><ul><li>Reputation and Brand Building </li></ul><ul><li>Product research </li></ul><ul><li>Promote and monetize user generated content </li></ul><ul><li>Create Super Fans </li></ul><ul><li>Show corporate responsibility </li></ul><ul><li>On Line events </li></ul><ul><li>Hear what the people are saying across all social media </li></ul>
  21. 21. Become and expert <ul><li>Industry Leader </li></ul><ul><li>Help Others </li></ul><ul><li>Become a trusted resource </li></ul><ul><li>Get interviews & media coverage </li></ul>
  22. 22. Key Players <ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>FaceBook </li></ul><ul><li>Blogging sites </li></ul><ul><li>LinkedIn </li></ul>
  23. 23. The Others <ul><li>Flickr Yourare </li></ul><ul><li>MySpace Spoke </li></ul><ul><li>Ning Yahoo Meme </li></ul><ul><li>Timbir Friendster </li></ul><ul><li>Plurk Xanga </li></ul><ul><li>Digo Plaxo </li></ul><ul><li>Yammer Shoutem </li></ul><ul><li>Vox Yahoo Profiles </li></ul><ul><li>… And Many More each day </li></ul>
  24. 24. How Big? <ul><li>FaceBook —over 400 million users </li></ul><ul><li>55% of all Americans </li></ul><ul><li>Fastest growing segment is 55-65 yrs old </li></ul><ul><li>Twitter —10-12 Million (est.) </li></ul><ul><li>Doubling is Size every 90 days </li></ul><ul><li>YouTube </li></ul><ul><li>Over 75,000,000 videos </li></ul>
  25. 25. Secret to success <ul><li>“ It’s a party” </li></ul>
  26. 26. Secret to success <ul><li>Treat people as friends </li></ul><ul><li>Don’t try to sell on the first date </li></ul><ul><li>Use the synergy of the social networks </li></ul><ul><li>Find people who are interested in what you are interested in </li></ul><ul><li>Don’t get kicked off </li></ul>
  27. 27. Network Universe The Majors Twitter <ul><li>The crawl or Internet Billboards </li></ul><ul><li>The 1st step </li></ul><ul><li>Micro Blogging in real time </li></ul><ul><li>All follower lists are open source </li></ul><ul><li>Establishes your own voice & personality </li></ul><ul><li>Geographic targeting </li></ul>
  28. 28. Network Universe The Majors FaceBook <ul><li>800 lb. Gorilla of Social Media </li></ul><ul><li>Harbor for all Social Media material—Life Scrapbook </li></ul><ul><li>Longer shelf life </li></ul><ul><li>Most viral of all networks—acts like a chain letter—friends of friends of friends </li></ul>
  29. 29. Network Universe The Majors YouTube <ul><li>Video Sharing Site </li></ul><ul><li>Your Own TV Station or Channel </li></ul><ul><li>Embed in Blogs, Emails, </li></ul><ul><li>Forums, Sales Letters </li></ul><ul><li>On-Line Video Links to Serve as: </li></ul><ul><ul><li>Salesmen </li></ul></ul><ul><ul><li>Training Classroom </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Announcement Center </li></ul></ul><ul><ul><li>CEO Messages </li></ul></ul><ul><ul><li>Endorsements </li></ul></ul>
  30. 30. Network Universe The Majors Your Blog <ul><li>Info Central </li></ul><ul><li>Your home after the party </li></ul><ul><li>You speaking to everyone—online journal </li></ul><ul><li>Average person reads 3.4 blogs/day replacing newspapers </li></ul><ul><li>Your port for customer calls and comments </li></ul><ul><li>The objective of your Social Media program. </li></ul>
  31. 31. Network Universe The Majors LinkedIn <ul><ul><li>A different Network </li></ul></ul><ul><li>50,000,000 Members of the Business Community </li></ul><ul><li>Connections for Jobs, Employees, Consultants, Business Opportunities </li></ul><ul><li>LinkedIn Answers—Knowledge Base and Expert Advice </li></ul><ul><li>LinkedIn Groups </li></ul><ul><li>LinkedIn Poll </li></ul><ul><li>Company Buzz </li></ul><ul><li>Other Resources—reading lists, events, shared presentations, SAP Community </li></ul>
  32. 32. Tools/Methods <ul><li>TweetDeck </li></ul><ul><li>Twitter Karma </li></ul><ul><li>Ping.fm </li></ul><ul><li>Tagging </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Podcasting </li></ul><ul><li>Engage in Conversation </li></ul><ul><li>Commenting and Compliments </li></ul><ul><li>Humor and Fun </li></ul>
  33. 33. BookMarking <ul><li>Comments Drive Traffic </li></ul><ul><li>Aggregation is Key </li></ul><ul><li>Digg, Mashable, Stumble Upon, Thumbs Up, Delicious </li></ul><ul><li>Automated Bookmarking-SocialMarker.com </li></ul>
  34. 34. Triangulation The Viral Network Blog YouTube FaceBook Twitter
  35. 35. Tactics <ul><li>Cross Promotion </li></ul><ul><li>Cross Embedding </li></ul>
  36. 36. Monetization <ul><li>Soft Sell </li></ul><ul><li>Lead Generation </li></ul><ul><li>Referral </li></ul><ul><li>Product Launch </li></ul><ul><li>Trade Show Traffic </li></ul><ul><li>Product Research </li></ul>
  37. 37. What to expect? <ul><li>1. Social Media is often viewed as just another marketing channel </li></ul><ul><li>2. It does not fit into current structures </li></ul><ul><li>3. Communities and content are global </li></ul><ul><li>4. Social media needs a long term approach . </li></ul><ul><li>5. No guaranteed results </li></ul><ul><li>6. The metrics are new . </li></ul>
  38. 38. How to Get Started <ul><li>Embrace or No? </li></ul><ul><li>Want Customer Input? </li></ul><ul><li>Objectives </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Venue for Customer Support </li></ul><ul><li>Product Research </li></ul><ul><li>Get More Customers </li></ul><ul><li>Solicit Charitable Donations or Labor </li></ul>
  39. 39. Social Media is Not for Me <ul><li>The “Burry Your Head” In the Sand Approach </li></ul><ul><li>What about Social Media Reputation Management? </li></ul><ul><li>Forums </li></ul><ul><li>Blogs </li></ul><ul><li>Comments on Twitter, FaceBook and others </li></ul><ul><li>Competitor Activity </li></ul><ul><li>Brand Jacking </li></ul><ul><li>All these can be Monitored and Reported on Weekly </li></ul>
  40. 40. The End

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