Everything Is Social
Nothing really new here, just a modified version of previous decks. This one used to provide clients with some basic overview of social media and consumer habits. Here are notes that go with it. 1.Not a lot new in this presentation, but a modified version of previous content for presentation to Mullen clients regarding social media trends, consumer behavior, and what brands are and can be doing. 2.Numbers. Every presentation needs some numbers. Proves that what you’re talking about is significant. And yes, social media spending, from paid to organic is growing. 3.The equivalent of 86,000 full length Hollywood feature films are uploaded to YouTube weekly. Facebook is fifth largest country in world. Twitter up. Lots of people blog. Get it. The consumer is participating, generating content, sharing, distributing, being the medium. 4.The seven trends as I see them. 5.From fan pages to blogs to Twitter to communities to rants to comments. 6. Still love this. 7.Branson, Jobs, Hsieh, even Frank from Comcast and the guys and women on Twelpforce. 8.Don’t f*&^ with me or I’ll tweet you up. 9.What, you think one insight and one campaign message work in a world where we can’t even agree on a spaghetti sauce? 10.No one has time for your message. Too busy creating their own. 11.Fast, portable, accessible. That’s the new definition of quality. 12. No one really knows. 13.But this is for sure. 14.Remember this? The great Maxell ad? 15.What side of the camera are you on? 16. A brand makes a spot. 17. A day later the consumer version is on YouTube. 18. Old story but still a good one. 19.You wanna negotiate? 20.No, he’s not a used car salesman. He may be the new best example of how to build a business. 21.Video camera, folding table, honest content = $80 million business. 22. Campfire deserves all the awards. 23.Who needs mainstream media when there are bloggers and videographers to spread the word. Learn how to connect, engage and inspire them. 24.A roach coach and a Twitter account (and a decent bbq sauce) are all it takes to busild a business. 25.HP makes some spots. 26.But who’s really going to tell the story. 27. That’s right, we are. Check out You on You. 28. Yes, the content needs to be good, and people do like entertainment, but think of them as a medium, not just an audience. 29. And don’t forget the value of embed code. 30.Don’t know how successful, but a cool idea. 31.Because it thinks in terms of a customer’s relationship to media and content not just to a category and brand. And it realizes that in social you product isn’t your product, it’s your content. 32.Take the easy way out, get your consumer to do the work. They want to anyway. 33.Looks like an ad, right? 34.Nope. It’s really just the beginning of a conversation. An invitation to talk, share, engage. And for the brand a chance to listen. 35.Love this. http://artofthetrench.com 36.If you need convincing, check out how many times people share and pass stuff around. 37.Even better, let your community BE the story. 38. Even better, let your community BE the story. 39. ...a platform that helps workers find jobs. 40.Consumers create, share, pass along and join in the donation of money to Feeding America. The Bread Art Project 41.Dunkin’ helps its customers look good to their friends and sells more coffee in the process. 42.What’s a presentation without something from Nike. 43. Crowdsourcing is everywhere. 44.Our online magazine written by Gen Y. It gives young writers a chance to develop a voice. It offers us an experiment and lesson in crowdsourcing. It gives brands access and insight to their future and current community of Millennials. http://thenextgreatgeneration.com 45.Big news. 46.Not sure this really lines up with the brand’s persona, but it’s a big idea. And it says that community matters to every brand. 47.Used to say: Good advertising tells you what a product doe
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Everything Is Social
- 1. soon, everything will be social
- 2. social media spending in the U.S. will increase from $716 million this year to more than $3.1 billion in 2014
- 3. 86,000 375,000,000 30,000,000 200,000,000 source: ecom score media metrics
- 4. 7 7 7 7 VII
- 5. consumers want more participation and even control
- 6. relationships with media are more complex than ever
- 7. we want to do business with a person
- 9. there’s no such thing as perfect
- 10. attention is the new scarcity
- 11. the MP3 is good enough
- 12. So what is the future of advertising?
- 13. it ain’t an ad
- 14. then
- 15. now
- 16. the consumer used to watch
- 17. now she creates
- 19. she possesses new power
- 20. this is a brand This is a brand
- 22. marketing plans as we know them are dead
- 24. this is a new way to build a brand
- 26. Social media is about getting others to tell our stories for us
- 32. It’s about inspiring customers to write and create those stories with us.
- 35. Art of the Trench
- 37. Social media invites the consumer to become the story.
- 47. how do I get you to care about my brand?
- 48. how does my brand prove it cares about you?
- 55. social media is really about relationships
- 58. social media analysis construct Pillars of Social Media Measurement Reach Discussions Outcomes Quantity Quality Topics Sentiment Site traffic Purchase intent • What’s the volume of brand • Which topics or themes are • What’s the level of site engagement mentions across the social Web? discussions centered around? resulting from social Web efforts? • How many authors are generating • How does this compare with what • Which referral sources drive these mentions? you want consumers to talk about? purchase intent? • What’s the profile of authors • What’s the composition of talking about the brand – social mentions – positive vs. negative? influence and/ or engagement activeness? • How does this change over time as a gauge of brand health? • Where are these mentions and discussions taking place?
- 59. launching a new product with nothing but social media
- 63. results E-P1 sells out nationwide within first 60 days
- 64. building and engaging a community
- 69. results Ted Allen Facebook post Publicity launch 175 million media impressions 1,800 Facebook fans/Twitter followers 400,000 site visits 25,000+ bread art uploads $50,000 donated to Feeding America
- 70. mobilizing an employee base
- 74. results May 1, 2009 - August 15, 2009 00:03:20 00:01:00 May 1, 2009 - May 31, 2009 June 1, 2009 - June 30, 2009 July 1, 2009 - August 15, 2009 • Site traffic increases by 100% • Time spent on site virtually doubles
Editor's Notes
- Not a lot new in this presentation, but a modified version of previous content for presentation to Mullen clients regarding social media trends, consumer behavior, and what brands are and can be doing.
- Numbers. Every presentation needs some numbers. Proves that what you’re talking about is significant. And yes, social media spending, from paid to organic is growing.
- The equivalent of 86,000 full length Hollywood feature films are uploaded to YouTube weekly. Facebook is fifth largest country in world. Twitter up. Lots of people blog. Get it. The consumer is participating, generating content, sharing, distributing, being the medium.
- The seven trends as I see them.
- From fan pages to blogs to Twitter to communities to rants to comments.
- Still love this.
- Branson, Jobs, Hsieh, even Frank from Comcast and the guys and women on Twelpforce.
- Don’t f*&^ with me or I’ll tweet you up.
- What, you think one insight and one campaign message work in a world where we can’t even agree on a spaghetti sauce?
- No one has time for your message. Too busy creating their own.
- Fast, portable, accessible. That’s the new definition of quality.
- No one really knows.
- But this is for sure.
- Remember this? The great Maxell ad?
- What side of the camera are you on?
- A brand makes a spot.
- A day later the consumer version is on YouTube.
- Old story but still a good one.
- You wanna negotiate?
- No, he’s not a used car salesman. He may be the new best example of how to build a business.
- Video camera, folding table, honest content = $80 million business.
- Campfire deserves all the awards.
- Who needs mainstream media when there are bloggers and videographers to spread the word. Learn how to connect, engage and inspire them.
- A roach coach and a Twitter account (and a decent bbq sauce) are all it takes to busild a business.
- HP makes some spots.
- But who’s really going to tell the story.
- That’s right, we are. Check out You on You.
- Yes, the content needs to be good, and people do like entertainment, but think of them as a medium, not just an audience.
- And don’t forget the value of embed code.
- Don’t know how successful, but a cool idea.
- Because it thinks in terms of a customer’s relationship to media and content not just to a category and brand. And it realizes that in social you product isn’t your product, it’s your content.
- Take the easy way out, get your consumer to do the work. They want to anyway.
- Looks like an ad, right?
- Nope. It’s really just the beginning of a conversation. An invitation to talk, share, engage. And for the brand a chance to listen.
- Love this. http://artofthetrench.com
- If you need convincing, check out how many times people share and pass stuff around.
- Even better, let your community BE the story.
- A microsite, but...
- ...a platform that helps workers find jobs.
- Consumers create, share, pass along and join in the donation of money to Feeding America. The Bread Art Project
- Dunkin’ helps its customers look good to their friends and sells more coffee in the process.
- What’s a presentation without something from Nike.
- Crowdsourcing is everywhere.
- Our online magazine written by Gen Y. It gives young writers a chance to develop a voice. It offers us an experiment and lesson in crowdsourcing. It gives brands access and insight to their future and current community of Millennials. http://thenextgreatgeneration.com
- Big news.
- Not sure this really lines up with the brand’s persona, but it’s a big idea. And it says that community matters to every brand.
- Used to say: Good advertising tells you what a product does and why you should buy it. Great advertising expresses what a brand stands for and invites you to share in its beliefs.
- Not anymore. Now it’s about your beliefs and whether I (the brand) cares about you. (Thank you Big Spaceship’s Michael Liebowitz for this thought.)
- The best expression of what WOM is all about.
- So even if you use social to “broadcast,” show that you are helping your customers. What you do matters more than what you say. This is the Albion bakery thing.
- The video, if it works here.
- Shows they listened.
- Trying to be real people and respond in real time. Doesn’t always work as well as the concept, but still good.
- You and your customer.
- What we do, how we approach it. Note the first two are what all SM types say. We think brands need to also do the latter three. This is business, right?
- You still need a strategy, tactics, timetable (forever) and measurement.
- Among the many things we measure.
- You can read about this case study here: http://bit.ly/SJGW5
- No client would ever (nor should they) hire an agency to be its “social media agency of record” if that agency didn’t use the stuff itself.
- We’re lucky. We’re doing social media for some pretty great clients.