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Tea For 2.0


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A presentation I gave to the Tea Association of Canada in September 09 on how to embrace social media.

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Tea For 2.0

  1. 1. Tea 2.0
  2. 2. Web 2.0 and Social Media <ul><li>What is it? </li></ul><ul><li>Why should I care about it? </li></ul><ul><li>Who is doing it (well or not)? </li></ul><ul><li>As some who markets tea, what can I do? </li></ul>
  3. 4. First things first... <ul><li>Web 2.0 = Social Media </li></ul>
  4. 5. Social Media <ul><li>“… describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.” </li></ul>
  5. 6. What is Web 2.0? Web 1.0 Web 2.0 You will read what we publish. We will publish what you tell us to.
  6. 7. Web 1.0 was about Web 2.0 is about Writing Communities Peer-to-peer XML Blogs RSS Folksonomies Wireless Sharing Google Web applications Broadband-High Speed Reading Companies Client-server HTML Taxonomy Home pages Portals Wires Owning Netscape Web forms Dial up
  7. 14. The question...
  8. 15. ...the answer. Source: Newsmedia Report, February 2009
  9. 16. What are people doing? <ul><li>Watching videos (83%) </li></ul><ul><li>Reading blogs (73%) </li></ul><ul><li>Viewing shared photos (63%) </li></ul><ul><li>Using a social network (57%) </li></ul><ul><li>Commenting on blogs (55%) </li></ul><ul><li>Source: Universal McCann Wave 3 (April 2008) </li></ul>
  10. 17. More reasons? <ul><li>Social networks have become the hub of people’s online lives </li></ul><ul><li>They may visit lots of sites, but social networks are where they live </li></ul>
  11. 18. 99% of social media is crap Have to find that 1% than means something to your audience
  12. 19. Emergence of Social Networking 1995 1997 1999 2005 – Social networking really began to flourish 2009 - There are now over 400 social networking sites using existing and emerging models
  13. 20. So, this is all about some stupid reviews and web pages? <ul><li>No, this is about using social media as part of an integrated campaign and mobilizing a select few ambassadors who love your brand to help you spread the word </li></ul><ul><li>As part of a campaign, you can appear transparent and allow the consumer to have a voice and engage with you as never before </li></ul><ul><li>Very time-intensive process </li></ul><ul><li>Linked to your overall marketing strategy </li></ul><ul><li>Oh yeah, and consumers are demanding this already because they like it and others are doing it </li></ul>
  14. 21. 26% of the top search results for the world’s 20 largest brands are on consumer-generated content - Jupiter Research User-generated content is now critical…
  15. 22. If you are targeting the under 30 market, you cannot avoid the social media space
  16. 24. Mobilization of communities
  17. 26. <ul><li>Broke previous records for presidential campaigns </li></ul><ul><li>Avoided using campaign funds, all through private donors (1 st time ever in history) </li></ul><ul><li>½ of intake coming from donations of $200 or less, almost all through the web </li></ul><ul><li>Targeted 18-29 year olds, a disgruntled youth </li></ul><ul><li>MySpace, Facebook, helped compliment, helped forge relationships with youth supporters, and would-be youth supporters </li></ul><ul><li>All policies, points-of-view and interviews available online </li></ul><ul><li>Establish your base and let them mobilize for you </li></ul>
  18. 27. Over 56,000,000 views
  19. 30. Results?
  20. 31. Some examples...
  21. 40. Results <ul><li>Launched January 2009 </li></ul><ul><li>1 st 9 weeks, quotes on up 80% </li></ul><ul><li>Cost per acquisition reduced by over 70% </li></ul><ul><li>Official video on YouTube – 200K views </li></ul><ul><li>Facebook page – over 500K fans, 1K fan photos </li></ul><ul><li>Twitter page – over 28,000 followers, 1,900 tweets </li></ul><ul><li>YOY data – uplift in quotes 90% </li></ul>
  22. 41. The launch of the cube
  23. 42. Overview <ul><li>New car launch – early 2009 </li></ul><ul><li>Aimed at youth, car has cool, funky styling </li></ul><ul><li>Absolutely zero traditional advertising </li></ul><ul><ul><li>100% viral social media </li></ul></ul><ul><li>Giving away 50 new Cubes </li></ul><ul><li>Campaign designed to tap into young creative community and help them spread the word about the car </li></ul><ul><li>The “hypercube” contest was born </li></ul><ul><li>Express social creativity through an online “canvas” </li></ul><ul><li>500 finalists – 50 winners as voted online </li></ul>
  24. 48. Results <ul><li>Campaign: February 27 th – May 15 th , 2009 </li></ul><ul><ul><li>330,000 site visits, ½ visits referrals (FB) </li></ul></ul><ul><li>April 15 th – May 15 th </li></ul><ul><ul><li>1.5 million canvas views </li></ul></ul><ul><li>More than 50,000 people registered at the site to vote on final entries, generating 250,000 votes </li></ul><ul><li>Mid-way through campaign, 87% increase in awareness (from baseline) in cube and manufacturer (Nissan) </li></ul><ul><li>More than 8,000 tweets about the hypercube campaign, with an average of 330 followers per tweeter, this equals 2.6 million impressions </li></ul>
  25. 49. “ Launching the cube via social media created some measurement challenges for us, but also opportunities. Typically, we’d estimate reach and frequency, but (now) we’re able to track awareness and engagement with our audience based on their online activity .” Jeff Parent VP Sales and Marketing Nissan Canada
  26. 50. Selling computers via
  27. 51. Background <ul><ul><li>“ Micro-blogging” social media site </li></ul></ul><ul><li>Dell Outlet employees discovered the site in 2007, thought it could help sell inventory cost effectively </li></ul><ul><li>Tracking implemented to see which products/brands consumers respond to </li></ul><ul><li>Shorten urls: or, helps this tracking as well </li></ul><ul><li>Started posting deals and after time, started learning when to post (US in afternoon – world in morning) </li></ul><ul><li>Then started engaging with loyal audience through tweets </li></ul>
  28. 53. Results <ul><li>In late 2008, Dell announced that it had earned $1 million directly through Twitter </li></ul><ul><li>One of the first examples of a company monetizing through social media </li></ul><ul><li>On June 11, 2009 now with 600,000 followers on Twitter, Dell announced it had surpassed $2 million in revenue through Twitter </li></ul><ul><li>Many on Twitter page are going to the Dell Outlet website, showing correlation between social media tools and their role with engaging with your site </li></ul>
  29. 54. Stephanie Nelson, Marketing Manager, Dell Outlet (U.S.)
  30. 55. What are the tools? <ul><li>Social Media Measurement </li></ul><ul><ul><li>Tools that will help you analyze your site/blog traffic </li></ul></ul><ul><ul><ul><li>Google Analytics, Omniture, or </li></ul></ul></ul><ul><li>Public Relations Measurement </li></ul><ul><ul><li>Sentiment analysis, +/- mentions, influence clusters </li></ul></ul><ul><ul><ul><li>DIY Dashboard, Tealium, Vocus </li></ul></ul></ul><ul><li>Social Media Monitoring </li></ul><ul><ul><li>Real-time conversation tracker, engage directly </li></ul></ul><ul><ul><li>Allows you to safely play “defense”, good starting pt. </li></ul></ul><ul><ul><ul><li>Visible Technologies, Radian6, Techrigy, Trackur </li></ul></ul></ul>
  31. 56. That’s great, Dave, what can I do now?
  32. 58. 1. Start listening... <ul><li>Go to </li></ul><ul><li>Set up alerts for you, your competitors and related tea topics to arrive daily – careful – don’t overwhelm yourself </li></ul><ul><li>Sign up for RSS feeds from sites you enjoy – get content to come to you </li></ul>
  33. 59. 2. Identify your key communities
  34. 60. 3. Identify your key influencers
  35. 61. 4. Start being active <ul><li>Create profiles, comment on blogs, rank/rate/share content, speak your mind </li></ul><ul><li>This is your passion – it shouldn’t be work </li></ul><ul><li>If it’s not your passion, you will be found out </li></ul><ul><li>Don’t sell yet, spend time cultivating your expertise, build credibility </li></ul>
  36. 62. 5. Focus on your website <ul><li>Start publishing real content </li></ul><ul><ul><li>Ex: Videos </li></ul></ul><ul><ul><ul><li>The currency of the web </li></ul></ul></ul><ul><ul><ul><li>Short 2-3 minute clips </li></ul></ul></ul><ul><ul><ul><li>Compelling, powerful and humorous stories can become viral in minutes </li></ul></ul></ul><ul><ul><li>Other examples: blogs, news/social media feeds, registration </li></ul></ul><ul><li>Install tools on your site to allow content to be shared </li></ul><ul><ul><li>Digg, StumbleUpon, and are common social media sharing tools </li></ul></ul> StumbleUpon digg
  37. 63. Your tea
  38. 64. 6. Most important - engage/have fun/repeat <ul><li>Stay at it </li></ul><ul><li>Be consistent </li></ul><ul><li>Don’t give up </li></ul><ul><li>Be original </li></ul><ul><li>Remember: It’s not what you know, it’s what you share. </li></ul>
  39. 65. Thanks.