Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on

Practical advice on social media and your marketing mix

Published in: Technology, Business
  • Be the first to comment


  1. WHAT NOW? Straight talk about your brand and social media Leigh Householder Spetember 2008
  2. <ul><li>We’ve all been in THAT meeting. </li></ul><ul><li>The one where someone says: “No one watches TV commercials. We all fast-forward through them or just watch the shows online” </li></ul>Stop saying the :30 second spot is dead <ul><li>Reality check: Only 22% of U.S. households have DVRs </li></ul><ul><ul><li>That number won’t even hit 1/3 until 2012 </li></ul></ul><ul><li>Reality check: Only 10% of online consumers have watched a full-length TV program online </li></ul>
  3. <ul><li>Saying traditional media doesn't work, is the easy way out . </li></ul><ul><li>Americans have more choice than ever before. They’re distracted, multi-tasking, over-scheduled and generally a pain in the ass to engage. </li></ul><ul><li>But they’re also still showing up . Online, offline, and everywhere in between: </li></ul><ul><ul><li>We each spend 2 hours / day actively watching TV </li></ul></ul><ul><ul><li>The set is on another 4 in most households </li></ul></ul><ul><ul><li>Our average commute (or time with billboards, radio, bus signs, etc.) is another half hour </li></ul></ul><ul><ul><li>And, then we invest almost another entire hour a day buying stuff </li></ul></ul>Great work still matters in every medium
  4. <ul><li>The new segmentation is: Media choice </li></ul><ul><li>It’s a powerful level to lay over your standard segmentation strategy to make every dollar work harder AND begin an evolution (not a bloody revolution) into new, social media </li></ul>The real challenge is: SEGMENTING <ul><li>TRADITIONALISTS </li></ul><ul><li>Consume TV, radio and print almost exclusively </li></ul><ul><li>Value expert opinions </li></ul><ul><li>May use online tools, but have not made them their own </li></ul><ul><li>INTEGRATORS </li></ul><ul><li>Grew up with traditional media but embrace online and social tools </li></ul><ul><li>Value “pro am” opinions and consensus </li></ul><ul><li>Mix their media choice </li></ul><ul><li>UNPLUGGEDS </li></ul><ul><li>Engage with media across multiple platforms - value immediacy, brevity and choice </li></ul><ul><li>Value peer opinions </li></ul><ul><li>Can text with their eyes closed </li></ul>
  5. <ul><li>The danger in segmenting is in assuming young people behave one way and older people another </li></ul><ul><li>Media choice is a determined by a complex amalgam of age, class, education, opportunity and inclination </li></ul><ul><ul><li>Reality check: Half of all active bloggers are over age 35 </li></ul></ul><ul><ul><li>Reality check: Mom’s powered one of the fasted moving social networks last year (CafeMom). Facebook users: didn’t. </li></ul></ul><ul><ul><li>Reality check: Over 30% of 20-somethings don’t use blogs, social networks, Twitter, or tagging </li></ul></ul>Warning: Age ≠ behavior
  6. <ul><li>Do you have the right story? Is the foundation of your brand compelling and honest? Does it have relevance in the online communities you want to be a part of? </li></ul><ul><li>Do you have the permission? Do a gut check - are your execs ready? Are your customers? </li></ul><ul><li>Do you have the experience? Are you - or can you get - native in social media? Can you dive deep in some communities and test drive others? </li></ul>Brand check: Are you ready to try social?
  7. <ul><li>Is your agency really prepared to translate your traditional brand experience to a social one? </li></ul>Partner check: Is your agency ready? <ul><li>They COULD BE if: </li></ul><ul><li>They talk about your customers like real people (and not demographics) </li></ul><ul><li>They talk about ROI in terms of quality and quantity </li></ul><ul><li>They’ve successfully executed word-of-mouth campaigns </li></ul><ul><li>They‘ve built captive marketing groups or other communities </li></ul><ul><li>They admit they’ve never done it before (just make sure to ask them to share the risk - 50/50 on costs) </li></ul><ul><li>They’re NOT if: </li></ul><ul><li>They promise “viral” </li></ul><ul><li>Only people younger than 25 talk in the meeting </li></ul><ul><li>They spew lingo you don’t understand (and don’t even try to explain it) </li></ul><ul><li>They talk more about the tactic than the connection </li></ul><ul><li>Their proposal seems totally divergent from your core brand </li></ul>
  8. The first thing social changes is the goal <ul><li>Success in Traditional Media </li></ul><ul><li>Engagement Desire </li></ul><ul><li>“ Watch me” “Want Me” </li></ul><ul><li>Success in Social Media </li></ul><ul><li>Trial Pass Along </li></ul><ul><li>“ Try me” “Talk About Me” </li></ul><ul><li>It’s LESS LIKE: </li></ul><ul><li>Proven </li></ul><ul><li>Value </li></ul><ul><li>Buy </li></ul><ul><li>Inclusive </li></ul><ul><li>It’s MORE LIKE: </li></ul><ul><li>New </li></ul><ul><li>Intriguing </li></ul><ul><li>Free </li></ul><ul><li>Exclusive </li></ul>
  9. <ul><li>It depends: On your brand and your audience. </li></ul><ul><li>Baseline: The same percent you invest in any “champion vs. challenger’” media buying . Let’s say, on average, that’s 15%. </li></ul>The big question: How much to spend? <ul><li>Spend less if: </li></ul><ul><li>Your customers rely on primarily expert advice in purchasing products or services like yours </li></ul><ul><li>Your typical customer is over 40 (social media use a percent of the population drops dramatically over 39) </li></ul><ul><li>Your culture is command-and-control </li></ul><ul><li>Spend more if: </li></ul><ul><li>Your customers consider peer reviews or opinions in purchasing products or services like yours </li></ul><ul><li>Your typical customer is under 30 (social media use is pervasive) </li></ul><ul><li>You work for a customer-centric brand </li></ul>
  10. <ul><li>The fundamentals of brand investment haven’t changed: </li></ul><ul><li>It has to be measurable. The ROI models are new, evolving and can be radically different. But if it can’t be measured, it can’t be improved. </li></ul><ul><li>So that you can react and change: Take what you learned and make the next engagement better. </li></ul><ul><li>And be ready to act when you need to: Save a certain percent of your budget to make bold moves. To try new things. You never know where the next big consumer engagement will come from. </li></ul>Measure, change, act
  11. <ul><li>ME: Leigh Householder on </li></ul><ul><li>Sources: </li></ul><ul><li>Social networking adoption: </li></ul><ul><li>Compete’s Top Moving Sites of 2007: </li></ul><ul><li>Bureau of Labor Statistics behavior data: </li></ul><ul><li>Jupiter’s Online Video report: </li></ul><ul><li>Technorati’s State of the Blogosphere report: </li></ul><ul><li> </li></ul>Other Resources