Four Steps Toward Marketing in the Age of Social Media

MARKETING
in the age of social media

Tuesday, October 19, 2010

this is advertising


this is social media


see any difference?


advertising is controlled
by brands


advertising is controlled
by brands

social media is controlled
by consumers

We are living through the disorientation that comes from
including 2 billion new participants in a media landscape
previously operated by a small group of professionals.


the consumer wants to create

1 2 3 4 5 6 7 8


we have complex
relationships with media

1 2 3 4 5 6 7 8


community is our new
source of content

1 2 3 4 5 6 7 8


we want 7
to do business
with an individual

1 2 3 4 5 6 7 8


we join forces to exert influence

1 2 3 4 5 6 7 8


there’s no such thing as perfect

1 2 3 4 5 6 7 8


we have a new definition of quality

1 2 3 4 5 6 7 8


attention is the
new scarcity

1 2 3 4 5 6 7 8


so, what does this mean for you?


one

stop thinking like
a marketer


I tell my friends about your brand not because
I like your brand but because I like my friends.
Mike Arauz, Undercurrent


prospects community
messages experiences
target invite
media plan interest plan
penetrate collaborate


you have to give something
rather than ask for something.


two

start by answering the
right questions


what do we stand for?
who is our community?
where do they hang out?
what is our content?
how will people share it?
how can they get involved?
what will keep it going?
what do we want to get out of our efforts?


three

take the time to
learn the basics


listen
engage
inspire
build
mobilize


engineer your presence

social blogs

search website

content apps


master conversation strategy

december 2010


select the right tools

listening tracking analytics management


social media performance dashboard // Aug-‐2010

the social web
Reach: Conversations surrounding the CENTURY 21 brand are happening in various online communities . The
number of Authors mentioning C21 increased further through August, an increase of 16% from last month.

14, 047 Authors mentioned the brand 15,239 times in August.

88% of the mentions have been neutral in tone with 10% being positive and 2% being negative .
About 40% of all mentions happen in Blogs. Among the other sources the major ones are Twitter and
Social Network contributing 27% and 22% respectively.

reach Authors mentioning
Century 21 this month
14,047 discussions % of positive over
negative this month
66% outcomes Overall site
engagement
1%
Quantity and quality Topics and sentiment Engagement indicators rate
of discussions composition of purchase intent

AUTHORS AND MENTIONS DISCUSSION SENTIMENT - THIS MONTH OVERALL SITE TRAFFIC BY SOURCE
20,000 Topics Sentiment
Authors 1,200,000
Envirno Positive Negative
Mentions Mortgag
15,239 Home ment 2% 1,000,000
15,000 e 10%
12,717 Improve For sale
2%
12,110 9% 800,000
10,527 10,739 11,103 14,047 ment 22%
9,493 8,360
10,000 11,112 1% 600,000
10,323 12,105 Personal
9,800 9,736
8,759 Finance 400,000
7,691
5,000 Real 9%
200,000
Estate Neutral
0
57% 88%
0 Jan Feb Mar Apr May Jun Jul Aug
Jan Feb Mar Apr May Jun Jul Aug Direct Visits Organic Vists Social Visits Paid Traffic Visits

SOURCES OF MENTIONS - THIS MONTH POSITIVE AND NEGATIVE THEMES - THIS MONTH SOCIAL REFERRAL VISIT TRENDS

Positive Opinion Negative Opinion
Social Network 10,000
Message 22% Twitter 9,000
Board/Forum 27% 8,000
2% 7,000
6,000
5,000
4,000
3,000
Video/Photo 2,000
Blog Mainstream Sharing 1,000
40% Media 8%
1% 0
Other Media Jan Feb Mar Apr May Jun Jul Aug
0% Facebook Visits Twitter Visits Blog Visits Press Release

MAINSTREAM MEDIA CENTURY 21 POSITIVE VS NEGATIVE SENTIMENT LEAD - TOTAL YEAR TO DATE
100% ALL POSITIVE 2%
100,000,000 68%
Mainstream Media Impressions 80% 62% 62% 66%
51% 47% 52% Bubble size = Visit Volume
80,000,000 Facebook Impressions 60% 42%

Total Lead Rate
40%
60,000,000
60,067,106 20%
1% Paid Search Organic Search
40,000,000 0% Direct
26,874,427
-‐20% Jan Feb Mar Apr May Jun Jul Aug
20,000,000 15,314,106 Social Media
-‐40%
620829 By what percentage does
0 -‐60%
positive sentiment exceed
-‐80% 0%
Apr May June July August negative sentiment?
-‐100% NO POSITIVE 0% 10% 20% 30% 40% 50%
Pct of Total Visits

Data sources: Radian6, Google Analytics

know what you’re going to measure


four

be
creative


"We are now as much a
media-content company as
we are a design company."
Christopher Bailey, CCO of Burberry.


rather than buy the medium, own the medium


create a direct line of communication to customers


include fans in the creation of your business


share everything you know


make content one of your product offerings


create a community that people want to join


hijack a news story


turn an analog event into a digital experience


Brand bowl

creating an experience


leverage existing communities


AJ Bombers


invite everyone to experience your “brand.”


influence behavior with game dynamics


interactive
participatory
shareable
ongoing


what are we doing for Century 21?


buyer/seller tab


OCT 2008

FEB 2007


...for system members


iPhone


go forth and

be social


Four Steps Toward Marketing in the Age of Social Media

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