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Using Social Tools To Connect With Your Market (4)

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Digital Marketing and Social Media presentation filled with examples and statistics. Delivered by practitioners from Dell and Cisco at ProductCamp Austin 2009.

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Using Social Tools To Connect With Your Market (4)

  1. 1. Using Social Tools to Connect with Your Market Paul Young & Melissa Mines
  2. 2. <ul><li>Welcome </li></ul>
  3. 3. <ul><li>Expectations? </li></ul>
  4. 4. Source: Brian Ellefritz, Cisco Systems
  5. 5. <ul><li>Social Tools </li></ul>
  6. 6. Humans Talk.
  7. 7. Drive to store Visit the neighbor Word of mouth Demo on YouTube Read a blog Discuss in a forum
  8. 8. <ul><li>Trust! </li></ul>
  9. 9. People Trust Their Friends.
  10. 10. <ul><li>RO I </li></ul>Dell made $1M in 18 months on Twitter
  11. 11. Social tools are sniper rifles, not shotguns.
  12. 12. Sources: CIA World Factbook, Facebook Blog – January 9, 2009 Facebook would be the World’s 7 th largest country
  13. 13. <ul><li>$90,000 </li></ul><ul><li>Average Yearly Salary of LinkedIn Users </li></ul>Source: Anderson Analytics, November 2008
  14. 14. <ul><li>4X </li></ul><ul><li>Social networking has grown 4X in three years. </li></ul>Source: Pew Internet & American Life Project: Adults and Social Network Websites, Jan 14, 2009
  15. 15. <ul><li>57%+ </li></ul><ul><li>of U.S. Internet users 18-34 have a profile on a social networking site </li></ul>Source: Pew Internet & American Life Project: Adults and Social Network Websites, Jan 14, 2009
  16. 16. <ul><li>75% </li></ul><ul><li>of social networking users visit at least once per week. </li></ul>Source: Pew Internet & American Life Project: Adults and Social Network Websites, Jan 14, 2009
  17. 17. <ul><li>Older Users </li></ul><ul><li>Are just as likely to read blogs as younger users! </li></ul>Source: Pew Internet & American Life Project: Adults and Social Network Websites, Jan 14, 2009
  18. 18. <ul><li>Black </li></ul><ul><li>U.S. Internet users are twice as likely as Whites to have a profile on a social networking site. </li></ul>Source: Pew Internet & American Life Project: Adults and Social Network Websites, Jan 14, 2009
  19. 19. <ul><li>$103 </li></ul><ul><li>Average online spend per month by social networking users </li></ul>Source:NetPop - Jan 14, 2009
  20. 20. <ul><li>Social Users </li></ul><ul><li>Are just as likely (10%) to get their news at their social site as they are to get it from: NPR , “ The Daily Show ,” “ The Colbert Report ,” “ NBC Nightly News ,” or “ ABC World News Tonight ” </li></ul>Source: Pew Internet & American Life Project: Adults and Social Network Websites, Jan 14, 2009
  21. 21. <ul><li>752% </li></ul><ul><li>Twitter’s growth rate in 2008 </li></ul>Source: Mashable.com, Jan 9, 2009
  22. 22. <ul><li>114,000,000 </li></ul><ul><li>Wordpress.com unique users per month </li></ul>Source: TechCrunch.com – Dec 31, 2008
  23. 23. <ul><li>85/80 </li></ul><ul><li>Average number of followers/following for Twitter users </li></ul>Source: HP Labs – Jan 2009
  24. 24. <ul><li>85% </li></ul><ul><li>Of social tools users believe that companies should interact with their customers via social tools. </li></ul>Source: Cone – 2008 Business in Social Media Study
  25. 25. Social Listening
  26. 27. ! Twitter…follow Facebook…friend Blog…comment
  27. 28. Raw Data > Actionable Conversation ! ? blah LOL “ Competitor”
  28. 30. “ Hello, my name is Paul Young. I saw your comment on blog X about competitor A’s product. You had some interesting thoughts that could help us build better products for you. As a Product Manager at Dell, my job is to get opinions of people like you so that we build the right features. I’d like to get your opinions on a few key areas. Would you be willing to talk on the phone with me for 20 minutes ? This isn’t a sales call , I’m only interested in building a product that can best serve the needs of customers like you. When would be a good time for me to call?”
  29. 33. Social Conversation
  30. 35. - - - - - “ It’s all about me .”
  31. 36. + + + + + + + + + + + + “ It’s all about us .”
  32. 39. Case Study: Cisco ASR
  33. 40. Source: Cisco Social Media Team
  34. 41. A New Mantra… Global reach Online reveal Online (addictive) game www.cisco.com/go/edgeques t Pre-launch buzz videos Blogs Source: Cisco Social Media Team VIRAL VIRTUAL VISUAL
  35. 42. Beyond the Tactics Respond Find Take Action Source: Cisco Social Media Team Monitor & Listen “ I love how Cisco promoted the video series via their blog, Twitter profile, and Facebook page” Brian Ellefritz Marketing @ Cisco
  36. 43. Launch Converse
  37. 44. Where to go to learn more… <ul><li>Product Beautiful ( www.productbeautiful.com/ ) </li></ul><ul><li>WebInkNow (www.webinknow.com) </li></ul><ul><li>Dilbert Blog (www.dilbertblog.typepad.com/ ) </li></ul><ul><li>David Henderson (http://www.davidhenderson.com/) </li></ul><ul><li>Jeremiah Owyang (http://www.web-strategist.com/blog/) </li></ul><ul><li>LaSandra Brill (www.lasandrabrill.blogspot.com/ ) </li></ul>
  38. 45. Thank You PCA Sponsors! Premium Sponsors Sponsors

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