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Social Media Marketing


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Social Media Marketing

  1. 1. Social Media: Why Businesses Need to Learn it to Survive! By Larry Jennings I can be your Companies BFF!  Or I can Bring Da Hatez! 
  2. 2. Agenda <ul><li>Background </li></ul><ul><ul><li>Traditional Media </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>What are the Tools of Social Media </li></ul><ul><li>Why does Social Media Work for Business </li></ul><ul><li>Why is Social Media Important for Business </li></ul><ul><li>How Is Business Changing? </li></ul><ul><li>How is Social Media Helping? </li></ul><ul><li>Notable Examples </li></ul><ul><li>Small Businesses using Social Media </li></ul><ul><li>Why MUST Businesses Use it? </li></ul>Americans have access to: 1 trillion web pages 65k iPhone apps 11k radio stations 5,500 magazines 200+ cable TV networks
  3. 3. Background Traditional Methods of Reaching Customers <ul><li>Broadcast Advertising </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><li>Print Media </li></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><li>Direct Marketing </li></ul><ul><ul><li>Mail </li></ul></ul><ul><ul><li>Flyers </li></ul></ul><ul><ul><li>Door to Door </li></ul></ul>Source: More video was uploaded to YouTube in the last 2 months than if ABC, CBS, and NBC had been airing new content since 1948
  4. 4. What is Social Media? <ul><li>No Solid Definition but Typically Consists of: </li></ul><ul><ul><li>User Participation </li></ul></ul><ul><ul><li>User Generated Content </li></ul></ul><ul><ul><li>Audio, visual, multimedia </li></ul></ul><ul><ul><li>Exchange of content </li></ul></ul><ul><ul><li>Accelerates information and communication. </li></ul></ul>Wikipedia launched in 2001. It now features over 13 million articles in more than 200 languages.
  5. 5. What are the Tools of Social Media?
  6. 6. Why is Social Media Important to Business?
  7. 7. Because Business Is Changing!
  8. 8. How is Social Media Changing Business? <ul><ul><li>Companies are going from “Trying to Sell” to “Making Connections” </li></ul></ul><ul><ul><li>Moving from “Large Media Campaigns” to “Small Acts” </li></ul></ul><ul><ul><li>From “Controlling Our Image” to “Being Ourselves” </li></ul></ul><ul><ul><li>From “Hard to Reach” to “Available Everywhere” </li></ul></ul>Source: Myspace, Facebook, & YouTube collectively get 250 million unique visitors per month. None of these sites existed 6 years ago.
  9. 9. What Has Changed? Source:
  10. 10. <ul><li>Blogs </li></ul><ul><ul><li>Coca-Cola </li></ul></ul><ul><ul><li>37signals </li></ul></ul><ul><ul><li>Accenture </li></ul></ul><ul><li>Flikr </li></ul><ul><ul><li>Oscar Meyer </li></ul></ul><ul><ul><li>Rubbermaid </li></ul></ul><ul><ul><li>Jeep </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Popeye's </li></ul></ul><ul><ul><li>Dell </li></ul></ul><ul><ul><li>Comcast </li></ul></ul>Notable Examples: <ul><li>Second Life </li></ul><ul><ul><li>Toyota </li></ul></ul><ul><ul><li>Cisco </li></ul></ul><ul><li>Youtube </li></ul><ul><ul><li>Blend Tec </li></ul></ul><ul><ul><li>Home Depot </li></ul></ul><ul><ul><li>Eukanuba </li></ul></ul>Source:
  11. 11. 3 Great Examples: <ul><li>Southwest Airlines </li></ul><ul><li>“ Make it personal, act fast, don’t rely on numbers alone, don’t be afraid to join the conversation, make it personal, educate employees, live and breath social media, and have fun – it’s not a burden, it’s a gift.” </li></ul><ul><ul><ul><ul><li>-Paula Berg, Southwest Airlines </li></ul></ul></ul></ul>Source: 2009 traditional advertising revenue Newspapers ads r down 18.7% TV ads down 10.1% Radio ads down 11.7% Magazine ads down 14.8%
  12. 12. <ul><li>H & R Block </li></ul><ul><li>“ Consumers are beginning to interact with brands a bit differently,” she says. “They’re looking for conversations and the ability to have a relationship with a brand … We wanted to enable that as part of our marketing program.” </li></ul><ul><li>-Paula Drum </li></ul><ul><li>VP Digital Marketing, H&R Block </li></ul>3 Great Examples Meanwhile, digital advertising is growing rapidly: Mobile advertising is up 18.1% Web advertising is up 9.2% Source: ,
  13. 13. <ul><li>Zappos </li></ul><ul><li>&quot;We let our customers see our culture and decide if we are somebody they can relate with. It breaks down the barriers of consumer vs. company and becomes more about a consumer buying from a friend,“ </li></ul><ul><li>-Aaron Magness, Zappos </li></ul>3 Great Examples: Source: Michael Jackson, Swine Flu, and Barack Obama have been this year’s top subjects for malware distributing emails .
  14. 14. Small Business are using Social Media Too! <ul><li>Howies </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Kogi BBQ </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>The Marsh Café </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Foursquare </li></ul></ul>In February 2008, John McCain raised $11 million for his U.S. Presidential bid . Source:
  15. 15. Why Must Businesses Use Social Media? <ul><li>As traditional media declines, business must stay ahead of the curve in communicating and building relationships with customers. </li></ul><ul><li>Social Media provides an effective way to do this at a minimum of cost making it effective to companies of all sizes </li></ul>Same month, Obama attended no campaign fndrsers. Instead, Obama leveraged online networks to raise $55 million in those 29 days .
  16. 16. The Biggest Reason: Customers Are already using Social Media to talk about companies! Views: 1,384,938 as of 10/24/09
  17. 17. Questions???
  18. 18. For More Information <ul><li>General Social Media: </li></ul><ul><ul><li>Mashable </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>ZDNet </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Dosh Dosh </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>People you should know </li></ul><ul><ul><li>Marta Kagan </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>What the F@#K is Social Media! </li></ul></ul></ul>
  19. 19. Sources <ul><li>Videos/Sources </li></ul><ul><li>New “Shift Happens (Did You Know?)” video shows the “shift” is to social media </li></ul><ul><ul><li>Video: </li></ul></ul><ul><ul><li>Sources: </li></ul></ul><ul><li>The Break Up </li></ul><ul><ul><li>Microsoft’s Great B2B Viral ‘The Break Up’ </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Comcast Technician sleeping on couch </li></ul><ul><ul><li> </li></ul></ul><ul><li>Cell Phone Statistics: </li></ul><ul><ul><li>Video: </li></ul></ul><ul><ul><li>Sources: </li></ul></ul>
  20. 20. Sources <ul><li>Sources: </li></ul><ul><ul><li>Twenty-two power laws of the emerging social economy </li></ul></ul><ul><ul><ul><li>Posted by Dion Hinchcliffe @ 1:41 pm, October 5th, 2009 </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Describes some of the business and technological principles behind social media </li></ul></ul></ul><ul><ul><li>4 Ways Social Media is Changing Business </li></ul></ul><ul><ul><ul><li>September 22nd, 2009 | by Soren Gordhamer </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Describes what shifts are occurring in social media and business. </li></ul></ul></ul><ul><ul><li>Various Notable Examples: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>This is a wiki that contains about 1300 examples of social media in use for business </li></ul></ul></ul><ul><ul><li>Southwest Airlines Leverages Social Media Tools </li></ul></ul><ul><ul><ul><li>Thursday, October 8th, 2009 </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Article describing the effect that social media has had on Southwest Airlines </li></ul></ul></ul><ul><ul><li>H&R Block Embraces Social Media, Uncle Sam’s Everywhere Cringe </li></ul></ul><ul><ul><ul><li>June 19th, 2008 by Hall </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>a synopsis of how H&R Block is using Social Media </li></ul></ul></ul><ul><ul><li>Case Study: H&R Block Gets Big Buzz through Social Media for Digital Products: How to Test and Pick Channels </li></ul></ul><ul><ul><ul><li>Untitled but reprinted from a marketing magazine </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>A More detailed study about the approach that was taken in launching H&R Blocks Social Media Campaign. </li></ul></ul><ul><ul><li>Zappos gets savvy with social media 10/19/2009 </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Article Discussing the Use of Social Media by Zappos </li></ul></ul></ul>