Social Media Marketing 101 Jevan Woolley McCann Erickson
FIRST THINGS FIRST
Background (so who is this guy?) <ul><li>Graduated from the University of Utah in 2003 (BS in Computer Science, specializi...
Recent projects <ul><li>http://www.gmnext.com </li></ul><ul><li>http://www.mightydog.com </li></ul>
Who am I talking to? <ul><li>How many know HTML? </li></ul><ul><li>How many know CSS? </li></ul><ul><li>How many know PHP ...
How do you participate? <ul><li>Blogs </li></ul><ul><li>Tagging / Social Bookmarking </li></ul><ul><li>Forums </li></ul><u...
Why am I here? <ul><li>Limited budget </li></ul><ul><li>Limited visibility </li></ul><ul><li>Tasked with finding more crea...
SOME DEFINITIONS
Web 2.0 <ul><li>Web 2.0 is a term describing changing trends in the use of World Wide Web  technology   and  web   design ...
Web 2.0 (cont'd)
Social Media <ul><li>Social Media defines the online technologies and practices that people use to  share   opinions ,  in...
Social Media (cont'd)
Social Media Marketing (SMM) <ul><li>Utilizing social networking and user-generated content platforms to promote a product...
THE PAST, PRESENT, FUTURE OF INTERNET MARKETING
Web 1.0 (the Past) <ul><li>Incoming traffic via search engines, affiliate pages, banners, etc. </li></ul><ul><li>Search ra...
Web 2.0 (the Present) <ul><li>Search ranking  driven by content but more importantly by link relevance </li></ul><ul><li>C...
Web 3.0 (the Future?)
A WORD OF WARNING (SQUARE PEGS DON’T LIKE ROUND HOLES)
When to use social media <ul><li>Often, the first questions are “how”, “when”, and “where”.  </li></ul><ul><ul><li>“ We de...
P OST <ul><li>P  is People. Don't start a social strategy until you know the capabilities of your audience. If you're targ...
P O ST <ul><li>O  is objectives. Pick one. Are you starting an application to listen to your customers, or to talk with th...
PO S T <ul><li>S  is Strategy. Strategy here means figuring out what will be different after you're done. Do you want a cl...
POS T <ul><li>T  is Technology. A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and...
HOW DO WE GET STARTED?
Depends on resources… <ul><li>Social media technologies are typically very inexpensive to implement </li></ul><ul><ul><li>...
…  and the target audience. <ul><li>The question becomes, create a conversation or a destination. </li></ul>
Defining level of engagement User Engagement  <ul><li>Social  </li></ul><ul><li>(Highest Engagement) </li></ul><ul><li>Add...
CASE STUDIES
Stop me if you've heard this. <ul><li>Overused but effective examples </li></ul><ul><li>Either created communities or went...
Blendtec <ul><li>Situation: Blendtec has been providing blenders to coffee shops, juice bars, gyms and other business arou...
Blendtec <ul><li>Result: 70,000,000+ views of “Will It Blend” videos on Youtube, Revver, & Willitblend.com.  </li></ul>
A few others <ul><li>Dove’s “ Campaign for Real Beauty ” </li></ul><ul><li>Burger King’s “ Subservient Chicken ” </li></ul...
GMnext.com <ul><li>Situation: GM’s 100-year anniversary in September 2008.  GM wanted a platform that would allow for a tw...
GMnext.com <ul><li>Result: Site launch in January 2008 </li></ul><ul><ul><li>700,000+ unique site visitors </li></ul></ul>...
Mightydog.com <ul><li>Situation: Brand losing market share </li></ul><ul><ul><li>No media support since 2003 </li></ul></u...
Mightydog.com <ul><li>Result: Site launch in July 2008 </li></ul><ul><ul><li>Traffic increase over previous site by over 2...
SO… WHAT ABOUT YOU?
Why should the Utah Department of Health jump in? <ul><li>Display thought leadership </li></ul><ul><li>Increase content sy...
Current sites
Current sites
A POST exercise: Baby your Baby <ul><li>First, a refresher: </li></ul><ul><ul><li>P eople </li></ul></ul><ul><ul><ul><li>W...
Finding an existing community <ul><li>Search the usual suspects: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li...
QUESTIONS / DISCUSSION
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Social Media Marketing 101

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Social Media Marketing 101

  1. 1. Social Media Marketing 101 Jevan Woolley McCann Erickson
  2. 2. FIRST THINGS FIRST
  3. 3. Background (so who is this guy?) <ul><li>Graduated from the University of Utah in 2003 (BS in Computer Science, specializing in web application development) </li></ul><ul><li>Consumer and creator of internet content since 1995 </li></ul><ul><li>Worked in online marketing and commerce since 2003. </li></ul><ul><li>Director of Interactive Strategy </li></ul><ul><li>Social Media Specialist for McCann Worldgroup </li></ul>
  4. 4. Recent projects <ul><li>http://www.gmnext.com </li></ul><ul><li>http://www.mightydog.com </li></ul>
  5. 5. Who am I talking to? <ul><li>How many know HTML? </li></ul><ul><li>How many know CSS? </li></ul><ul><li>How many know PHP or other programming languages? </li></ul><ul><li>How many don’t know what any of those acronyms mean? </li></ul>
  6. 6. How do you participate? <ul><li>Blogs </li></ul><ul><li>Tagging / Social Bookmarking </li></ul><ul><li>Forums </li></ul><ul><li>Photo sharing (flickr) </li></ul><ul><li>Skype / IM </li></ul><ul><li>Wikis </li></ul><ul><li>Social Networks (Facebook / MySpace / LinkedIn) </li></ul><ul><li>Second Life </li></ul>
  7. 7. Why am I here? <ul><li>Limited budget </li></ul><ul><li>Limited visibility </li></ul><ul><li>Tasked with finding more creative ways to use resources to communicate </li></ul><ul><li>Improve skills as marketers </li></ul>
  8. 8. SOME DEFINITIONS
  9. 9. Web 2.0 <ul><li>Web 2.0 is a term describing changing trends in the use of World Wide Web technology and web design that aim to enhance creativity , information sharing , and collaboration among users. These concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites , video sharing sites , wikis , blogs , and folksonomies . </li></ul><ul><li>Note: this presentation is meant to be very Web 2.0. Raise a hand, yell, or throw something. </li></ul>
  10. 10. Web 2.0 (cont'd)
  11. 11. Social Media <ul><li>Social Media defines the online technologies and practices that people use to share opinions , insights , experiences , and perspectives with each other. </li></ul>
  12. 12. Social Media (cont'd)
  13. 13. Social Media Marketing (SMM) <ul><li>Utilizing social networking and user-generated content platforms to promote a product, service or content. Often involves creating and participating in a dialogue with the target audience, rather than forcing an advertisement upon them. </li></ul>
  14. 14. THE PAST, PRESENT, FUTURE OF INTERNET MARKETING
  15. 15. Web 1.0 (the Past) <ul><li>Incoming traffic via search engines, affiliate pages, banners, etc. </li></ul><ul><li>Search ranking is most important characteristic for finding your site </li></ul><ul><li>Search ranking driven primarily by site content </li></ul>
  16. 16. Web 2.0 (the Present) <ul><li>Search ranking driven by content but more importantly by link relevance </li></ul><ul><li>Currently 15% of all internet traffic is going to and from social sites like Facebook, MySpace, twitter, etc. </li></ul>
  17. 17. Web 3.0 (the Future?)
  18. 18. A WORD OF WARNING (SQUARE PEGS DON’T LIKE ROUND HOLES)
  19. 19. When to use social media <ul><li>Often, the first questions are “how”, “when”, and “where”. </li></ul><ul><ul><li>“ We definitely need a blog/forum/wiki/UGC site…” </li></ul></ul><ul><ul><li>“ There has to be a way for users to upload video/post comments…” </li></ul></ul><ul><ul><li>“ We need a Facebook/MySpace page…” </li></ul></ul><ul><li>Reality is that companies need to first determine the “why” and the “what” before anything else. </li></ul><ul><li>Forrester Research captured this concept in the POST method. The premise is that most companies go wrong upon entering the social world not by being “fake” or “not getting it”; instead, they jump in without knowing what their objectives are. </li></ul>
  20. 20. P OST <ul><li>P is People. Don't start a social strategy until you know the capabilities of your audience. If you're targeting college students, use social networks. If you're reaching out business travelers, consider ratings and reviews. Forrester has great  data to help with this, but you can make some estimates on your own. Just don't start without thinking about it. </li></ul>Source: Forrester Research, Dec-07
  21. 21. P O ST <ul><li>O is objectives. Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology. Then figure out how you will measure it. </li></ul>Source: Forrester Research, Dec-07
  22. 22. PO S T <ul><li>S is Strategy. Strategy here means figuring out what will be different after you're done. Do you want a closer, two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards? Imagine the endpoint and you'll know where to begin. </li></ul>Source: Forrester Research, Dec-07
  23. 23. POS T <ul><li>T is Technology. A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence. </li></ul>Source: Forrester Research, Dec-07
  24. 24. HOW DO WE GET STARTED?
  25. 25. Depends on resources… <ul><li>Social media technologies are typically very inexpensive to implement </li></ul><ul><ul><li>Open source </li></ul></ul><ul><ul><li>Low maintenance </li></ul></ul><ul><li>However, the tend to be much more resource-intense after implementation. </li></ul><ul><ul><li>Content content content!!! </li></ul></ul><ul><ul><li>Moderation </li></ul></ul><ul><li>No such thing as “silver bullet” or “turn-key” </li></ul>
  26. 26. … and the target audience. <ul><li>The question becomes, create a conversation or a destination. </li></ul>
  27. 27. Defining level of engagement User Engagement <ul><li>Social </li></ul><ul><li>(Highest Engagement) </li></ul><ul><li>Adding friends </li></ul><ul><li>Networking </li></ul><ul><li>Creating community </li></ul><ul><li>Collaborative </li></ul><ul><li>(Medium Engagement) </li></ul><ul><li>Rating </li></ul><ul><li>Commenting </li></ul><ul><li>Voting </li></ul><ul><li>Sending to a friend </li></ul><ul><li>Adoption </li></ul><ul><li>(Low Engagement) </li></ul><ul><li>Bookmarking </li></ul><ul><li>Tagging </li></ul><ul><li>Joining Group </li></ul><ul><li>Content Creation </li></ul><ul><li>(High Engagement) </li></ul><ul><li>UGC (Uploads) </li></ul><ul><li>Blogging </li></ul><ul><li>Editing (wiki) </li></ul><ul><li>Podcast </li></ul>
  28. 28. CASE STUDIES
  29. 29. Stop me if you've heard this. <ul><li>Overused but effective examples </li></ul><ul><li>Either created communities or went to existing communities to participate. </li></ul>
  30. 30. Blendtec <ul><li>Situation: Blendtec has been providing blenders to coffee shops, juice bars, gyms and other business around the world since 1975. The company is well-known in that market and produces corporate videos for its customers on how to use its blenders. Problem: Despite its prominence commercially, Blendtec had made little headway as a consumer blender, according to George Wright, the company's VP of marketing. When he joined the company in 2006, he wanted to get the word out about the company's blender for use in the home. Solution: Mr. Wright found the answer when he discovered sawdust on the floor of Blendtec's office in the fall of 2006. He quickly learned that company founder Tom Dickson had been blending 2 x 4s to test the strength of the blenders. Mr. Wright grabbed $50, purchased some marbles, a rake, a McDonald's extra value meal, a rotisserie chicken and a 12-pack of coke. </li></ul>
  31. 31. Blendtec <ul><li>Result: 70,000,000+ views of “Will It Blend” videos on Youtube, Revver, & Willitblend.com. </li></ul>
  32. 32. A few others <ul><li>Dove’s “ Campaign for Real Beauty ” </li></ul><ul><li>Burger King’s “ Subservient Chicken ” </li></ul><ul><li>And, on the negative side: </li></ul><ul><li>Dell Hell </li></ul><ul><li>Kryptonite Bike locks </li></ul>
  33. 33. GMnext.com <ul><li>Situation: GM’s 100-year anniversary in September 2008. GM wanted a platform that would allow for a two-way dialogue with consumers about relevant issues, including fuel economy, reliability, green issues, alternative fuels, and design. </li></ul><ul><li>Goal: Drive awareness about GM’s plans for the future and provide a platform wherein users could share their experiences and thoughts about the company. </li></ul><ul><ul><li>Solution: Develop an integrated platform using best-of-breed applications to foster a dialogue with current and potential customers & employees, along with the general public. </li></ul></ul>
  34. 34. GMnext.com <ul><li>Result: Site launch in January 2008 </li></ul><ul><ul><li>700,000+ unique site visitors </li></ul></ul><ul><ul><li>2,500,000+ content views </li></ul></ul><ul><ul><li>3,300+ pieces of UGC (comments, articles, etc.) </li></ul></ul>
  35. 35. Mightydog.com <ul><li>Situation: Brand losing market share </li></ul><ul><ul><li>No media support since 2003 </li></ul></ul><ul><ul><li>Digital communication platform not engaging </li></ul></ul><ul><li>Goal: Drive product trial and increase household penetration </li></ul><ul><ul><li>Solution: Develop a new web platform to provide opportunity to showcase brand personality and allow users to share their dogs mightiness </li></ul></ul>
  36. 36. Mightydog.com <ul><li>Result: Site launch in July 2008 </li></ul><ul><ul><li>Traffic increase over previous site by over 200% </li></ul></ul><ul><ul><li>Over 110 user-supplied stories with videos or photos </li></ul></ul>
  37. 37. SO… WHAT ABOUT YOU?
  38. 38. Why should the Utah Department of Health jump in? <ul><li>Display thought leadership </li></ul><ul><li>Increase content syndication </li></ul><ul><li>More eyeballs = more people helped. </li></ul><ul><li>Differentiation </li></ul>
  39. 39. Current sites
  40. 40. Current sites
  41. 41. A POST exercise: Baby your Baby <ul><li>First, a refresher: </li></ul><ul><ul><li>P eople </li></ul></ul><ul><ul><ul><li>Who? </li></ul></ul></ul><ul><ul><ul><li>Where? </li></ul></ul></ul><ul><ul><li>O bjectives </li></ul></ul><ul><ul><ul><li>Increased visibility? </li></ul></ul></ul><ul><ul><ul><li>Thought leadership? </li></ul></ul></ul><ul><ul><ul><li>Increased use of tools? </li></ul></ul></ul><ul><ul><li>S trategy </li></ul></ul><ul><ul><ul><li>A community of contributors? </li></ul></ul></ul><ul><ul><ul><li>A community of consumers? </li></ul></ul></ul><ul><ul><ul><li>Both? </li></ul></ul></ul><ul><ul><li>T echnology </li></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><ul><li>Wiki </li></ul></ul></ul><ul><ul><ul><li>Forum </li></ul></ul></ul>
  42. 42. Finding an existing community <ul><li>Search the usual suspects: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><li>When all else fails, Google! </li></ul>
  43. 43. QUESTIONS / DISCUSSION

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