Why Social Media Matters
Why Social Media Matters…




      Basic
Rule
of
Marke0ng:

         Reach
+
Influence


Why Social Media Matters…



      304,283,754
   people
in
the
US



      221,283,754
    are
online
(wk
+
hm)

Why Social Media Matters…


    Media

 consump0on

  trends


   con0nue



  to
shiH

Why Social Media Matters…


 AND

 THEY
are

 NOT
just

 VOYEURS

Why Social Media Matters…
Why Social Media Matters…


  AND

  they
TRUST

   OTHER

 consumers



   2X
                      Source: Forrester Res...
Why Social Media Matters…
This
is
already
happening…

Why Social Media Matters…



 Your
brand
is
not

 what
you
say
it
is,

  but
what
others

      say
it
is.

Why Social Media Matters…


Whereas
a
tradi0onal
adver0sing
media
strategy
is
focused
on

delivering
one
way
brand
impress...
Why Social Media Matters…
Why Social Media Matters…
 The
Synergy
of
Search
and
Social
Media



 There
is
19
point
li6
in
searches
among

 users
who
...
Why Social Media Matters…

Key
findings
from
recent
ENGAGMENTdb
Most
Engaged

Brands
report.



• 
Financial
performance
co...
Opportunities
Joining the Conversation:

                       Iden=fying


                      Conversa=ons

                       ...
Approach to Social Media:



                Determine
what
      Work
closely
        Listen.

                the
commun...
Monitoring and Analysis:

 • 
Listening
/
Insights

 • 
Brand
Reputa=on

 • 
Compe==on

 • 
Product
Issues

 • 
Trends
–
N...
Pre Listening:




  Social
monitoring
allows
the
opportunity
to
locate
relevant
conversa=ons,
iden=fy
what

  exactly
is
...
Pre Listening:

                                                Social
Monitoring
Insights:

                             ...
Active Listening:




 Monitoring
to
understand
where
Hot
Wheels
has
the
right
to
engage

 parents
to:

 ‐
Make
an
emo=ona...
Optimization of Current Activity:

 • 
Untapped
Media
Sources

 • 
Paid
Search
and
SEO
Op=miza=on



 • 
Partnership
Oppor...
Social Paid Media:
Engagement Strategies:

 • 
Event
Invita=ons

 • 
Influencer
Outreach

 • 
Product
Trial
and
Sample
Distribu=on


Ambassador Program:
Active Engagement:
Social Media Outreach:


     Digital                                                                         PR
     Agen...
Social Content / Presence Development:

 • 
Social
Media
Proper=es


 • 
Social
Media
/
Portable
Content


 • 
Social
Medi...
Enabling Communities:
Social eCRM:
Measuring Success
Score Card:
               Tom’s
of
   Burt’s
   Kiss
My
               Newman’                Colgate
     Crest
        ...
Real Value:

      Objec0ves
 Insights
                  Reach
                    Influence
                Purchase


   ...
Social Media Policies
New FTC Guidelines

 The
Federal
Trade
Commission
has
announced
the
approval
of
final

 revisions
to
its
‘Guides
Concerning...
Social Media Guidelines / Policies

• 
Clarifica=on
of
what
is
“Work
Related”

• 
Follow
Corporate
Code
of
Conduct

• 
Defe...
Platform Insights
Facebook
• There
are
more
than
300
million
ac=ve

  users
‐
about
30%
is
in
the
US



• More
than
100
million
users
log
on...
MySpace
• Global
reach
is
now
125
million
–
76

  million
in
the
US


• 
The
average
MySpace
user
now
spends

  266
minute...
Twitter
• Global
reach
is
now
over
50
million


• TwiGer
grew
1,382%
year‐over‐year
in

  February
2009


• Benchmark
for
...
Blogs
• 
100
million
US
users
read
blogs


• 
28
million
US
users
publish
blogs


• 
176,000
new
blogs
per
day


• How
Com...
YouTube
• 102
million
viewers
in
the
U.S.
alone
–
w/
an

  es=mated
350
million
globally


• Internet
users
have
viewed
14...
LinkedIn
• 36
million
members
globally
w/
8
million

  unique
users
in
the
US


• Grew
187%
from
‘07‐08


• The
site’s
tra...
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Social Media Overview_VML_Oct. '09 IABC Professional Development

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social media deck from IABC's Oct. '09 professional development event - "Mobile Marketing and Other Advanced Technologies" - presented by Joe Grigsby, VML director of emerging media

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Social Media Overview_VML_Oct. '09 IABC Professional Development

  1. 1. Why Social Media Matters
  2. 2. Why Social Media Matters… Basic
Rule
of
Marke0ng:
 Reach
+
Influence


  3. 3. Why Social Media Matters… 304,283,754
 people
in
the
US

 221,283,754
 are
online
(wk
+
hm)

  4. 4. Why Social Media Matters… Media
 consump0on
 trends

 con0nue

 to
shiH

  5. 5. Why Social Media Matters… AND
 THEY
are
 NOT
just
 VOYEURS

  6. 6. Why Social Media Matters…
  7. 7. Why Social Media Matters… AND
 they
TRUST
 OTHER
 consumers
 2X
 Source: Forrester Research, Inc. and Intelliseek
  8. 8. Why Social Media Matters… This
is
already
happening…

  9. 9. Why Social Media Matters… Your
brand
is
not
 what
you
say
it
is,
 but
what
others
 say
it
is.

  10. 10. Why Social Media Matters… Whereas
a
tradi0onal
adver0sing
media
strategy
is
focused
on
 delivering
one
way
brand
impressions
to
a
target
audience
through
 reach
and
frequency…

 …a
social
media
strategy
focuses
on
connec3ng
to
an
influen3al
 audience
in
a
two
way
engagement
around
a
shared
interest
point
 that
reinforces
the
brand.


  11. 11. Why Social Media Matters…
  12. 12. Why Social Media Matters… The
Synergy
of
Search
and
Social
Media
 There
is
19
point
li6
in
searches
among
 users
who
see
social
media
relevant
to
a
 brand
in
addi=on
to
the
brand’s
paid
 search
ads.

 Search
engines
have
a
strong
preference
for
websites
with
regularly
 updated,
fresh
content.

Having
a
blog
is
an
excellent
way
to
generate
this
 content.

Well
wriGen
blogs,
updated
regularly
provide
fresh
content
and
 generate
user
comments
to
further
add
new
content
to
the
site.
This
not
 only
gives
users
new
and
fresh
informa=on
to
keep
them
coming
back,
it
 keeps
searchbots
coming
back
to
your
site
more
frequently
which
is
 desirable
in
terms
of
SEO
for
any
website.

Addi=onally,
the
overall
size
of
a
 site
in
terms
of
indexed
pages
grows
quickly
which
provides
even
more
SEO
 value.

  13. 13. Why Social Media Matters… Key
findings
from
recent
ENGAGMENTdb
Most
Engaged
 Brands
report.

 • 
Financial
performance
correlates
with
engagement
 • 
Depth
of
engagement
can
be
measured

 • 
As
the
numbers
of
channels
increase
so
does
engagement

 • 
Engagement
differs
by
industry
 • 
Brands
fall
into
one
of
four
engagement
categories

 • 
Mavens
(7+
channels,
above
average)
 • 
BuGerflies
(7+
channels,
lower
than
average)

 • 
Selec=ve
(6‐,
channels,
above
average)
 • 
Wallflowers
(6‐
channels,
lower
than
average)

  14. 14. Opportunities
  15. 15. Joining the Conversation: Iden=fying

 Conversa=ons
 Recognizing
/
Rewarding
 Conversa=ons
 Sharing

 Conversa=ons
 Responding
to
 Conversa=ons
 Listening
for

 Conversa=ons
 Enabling/Empowering
 Conversa=ons

  16. 16. Approach to Social Media: Determine
what
 Work
closely
 Listen.
 the
community
 with
the
 Drive
 Understand
 Iterate.

 Deliver
 (not
the
 community
to
 engagement the
 value
first.

 marketer)
needs
 deliver
value.
 Improve.

 .

 community
 to
make
the
 Ask
for
 like
a
 Deliver
u=lity
in
 Listen.
 Build
trust
 neighborhood
a
 alignment
with
 value
in
 “na=ve”.
 beGer
place.
 Iterate.
 and
fan
 what
you
have
to
 return
later.
 love.
 (U=lity.)
 offer
as
a
brand.
 Improve.

  17. 17. Monitoring and Analysis: • 
Listening
/
Insights
 • 
Brand
Reputa=on
 • 
Compe==on
 • 
Product
Issues
 • 
Trends
–
New
Products
&
Services

  18. 18. Pre Listening: Social
monitoring
allows
the
opportunity
to
locate
relevant
conversa=ons,
iden=fy
what
 exactly
is
being
said,
analyze
sen=ment,
iden=fy
influencers,
and
provide
insights‐based
 engagement
recommenda=ons.



  19. 19. Pre Listening: Social
Monitoring
Insights:
 Personal
Finance
 Conversa=on
Among
 Environmental
and
“Green”
 Blogs
and
Communi=es
 293
(50%
of
the
ecosystem)
of
586
sites
 in
the
environmental/”green”
 ecosystem
men=on
‘investments’.
25%
 of
these
sites
are
highly
influen=al.

 “Investments”:
3,640
topic
 men=ons
among
586
sites

  20. 20. Active Listening: Monitoring
to
understand
where
Hot
Wheels
has
the
right
to
engage
 parents
to:
 ‐
Make
an
emo=onal
connec=on.
 ‐
To
drive
product
interest
community
partnership
&
organic
social
 ac=va=on.

  21. 21. Optimization of Current Activity: • 
Untapped
Media
Sources
 • 
Paid
Search
and
SEO
Op=miza=on


 • 
Partnership
Opportuni=es
 • 
Crea=ve
Messaging
Alignment


  22. 22. Social Paid Media:
  23. 23. Engagement Strategies: • 
Event
Invita=ons
 • 
Influencer
Outreach
 • 
Product
Trial
and
Sample
Distribu=on


  24. 24. Ambassador Program:
  25. 25. Active Engagement:
  26. 26. Social Media Outreach: Digital PR Agency Clients Agency Social
Media
Ac0vi0es:
 Social
Media
Ac0vi0es:
 • 
Social
Planorm
Development
 • 
PR
Program
Development
 • 
Social
Planorm
Training
&
Support
 • 
PR
Planorm
Training
&
Support
 • 
Digital
Insights
/
Monitoring
 • 
Major
Influencer
Outreach
 Social
Media
Ac0vi0es:
 • 
Key
Influencer
Introduc=ons
 • 
Direct
to
Consumer
Engagement
 • 
Key
Influencer
Rela=onships

  27. 27. Social Content / Presence Development: • 
Social
Media
Proper=es

 • 
Social
Media
/
Portable
Content

 • 
Social
Media
Content
Planning
/
Support


  28. 28. Enabling Communities:
  29. 29. Social eCRM:
  30. 30. Measuring Success
  31. 31. Score Card: Tom’s
of
 Burt’s
 Kiss
My
 Newman’ Colgate
 Crest
 Charity
 7th
Gen.
 Patagonia
 Starbucks
 Zappos
 Maine
 Bees
 Face
 s
Own
 (Smiles)
 (Strips)
 Water
 Facebook
 Fans
 948
 36.037
 1,096
 4,378
 1,051
 13,709
 1,464
 10,261
 3.8m
 20,155
 41,466
 Twider
 Followers
 ‐
 1,422
 ‐
 7,824
 ‐
 4,403
 ‐

 ‐
 280,725
 1.2m
 825,495
 YouTube
 X
 X
 X
 Videos
 864
 886
 158
 138
 148
 37
 479
 241
 32,600
 4,140
 519
 Blogs
 Men=ons

 10,629
 75,739
 12,335
 17,588
 23,409
 23,234
 23,932
 23,992
 6m
 430,921
 674,904
 Flickr
 Images
 99
 1,717
 ‐
 ‐
 669
 93
 657
 129
 240,239
 5,285
 2,583
 Influence
 Influence
 84
 77
 ‐
 20
 455
 123
 ‐
 ‐
 ‐
 ‐
 ‐
 Share
 29%
 39%
 22%
 ‐
 ‐
 ‐
 ‐
 ‐
 ‐
 ‐
 ‐

  32. 32. Real Value: Objec0ves
 Insights
 Reach
 Influence
 Purchase
 Key
 ‐
Monitoring
 ‐
Visits
/
Views
 ‐
Time
spent
 ‐
Sales
inquiries

 ‐
Communi=es
 ‐ 
Shared
links
/
files
 ‐
Sen=ment
 ‐
Links
to
purchase
 Performance
 ‐
Compe==ve
Use
 ‐
Naviga=on
Paths
 ‐
Friends,
Fans,
etc.
 ‐
Campaign
content
 Indicators
 ‐
Social
Surveys
 ‐
Share
of
Voice)
 ‐
Themes
 –
Intent
surveys
 Measurement
 Social
media
 Social
media
 Social
media
 Dedicated
metrics
 listening
tools
and
 planorm
and
web
 planorm
and
social
 and
surveys
 Tools
 surveys
 analy=cs
 media
analysis
 tools

  33. 33. Social Media Policies
  34. 34. New FTC Guidelines The
Federal
Trade
Commission
has
announced
the
approval
of
final
 revisions
to
its
‘Guides
Concerning
the
Use
of
Endorsements
and
 Tes3monials
in
Adver3sing.’

The
announcement
came
on
October
 5,
2009,
with
new
rules
set
to
take
effect
beginning
December
1,
 2009.
This
marks
the
first
3me
since
1980
that
revisions
have
been
 made
to
the
Guides.
The
revised
Guides
aim
to
educate
adver3sers
 and
endorsers
on
how
to
keep
their
tes3monial
ads
and
 endorsements
in
legal
compliance
with
the
FTC
Act.
 hGp://6c.gov/

  35. 35. Social Media Guidelines / Policies • 
Clarifica=on
of
what
is
“Work
Related”
 • 
Follow
Corporate
Code
of
Conduct
 • 
Deferring
to
Primary
Point
of
Contact
 • 
Respect
Confiden=ality

 • 
Be
Transparent
 • 
Legal
/
Liability
Considera=ons
 • 
Human
Resources
Issues
 References:
 hGp://123socialmedia.com/2009/01/23/social‐media‐policy‐examples/

  36. 36. Platform Insights
  37. 37. Facebook • There
are
more
than
300
million
ac=ve
 users
‐
about
30%
is
in
the
US

 • More
than
100
million
users
log
on
to
 Facebook
at
least
once
each
day

 • No.
1
photo
sharing
applica=on
on
the
 Web
 • More
than
two‐thirds
of
Facebook
users
 are
outside
of
college
with
the
fastest
 growing
demographic
being
those
35
 years
old
and
older
 • How
Companies
are
Using
Facebook:
 • Engage
and
connect
consumers
as
part
 of
their
online
social
experience
 • Develop
/
foster
communi=es

  38. 38. MySpace • Global
reach
is
now
125
million
–
76
 million
in
the
US
 • 
The
average
MySpace
user
now
spends
 266
minutes
(4.4
hours)
on
the
site
every
 month.

 • MySpace
says
its
users
spend
nearly
100
 minutes
more
per
visitor
than
the
closest
 compe=tor
 • How
Companies
are
Using
MySpace:
 • To
share
social
media
entertainment
 content
(music
/
videos)
 • To
reach
younger
/
urban
audience

  39. 39. Twitter • Global
reach
is
now
over
50
million
 • TwiGer
grew
1,382%
year‐over‐year
in
 February
2009
 • Benchmark
for
successful
“marke=ng”
 twiGer
profiles
is
about
2,500
followers
 • How
Companies
are
Using
TwiGer:
 • Promo=ons
 • Monitoring
tool
 • Cusstomer
service
 • Community
integra=on

  40. 40. Blogs • 
100
million
US
users
read
blogs
 • 
28
million
US
users
publish
blogs
 • 
176,000
new
blogs
per
day
 • How
Companies
are
Using
Blogs:
 • Listening
to
consumers
 • Communicate
to
advocates
 • Foster
/
build
community
 • Provide
customer
updates

  41. 41. YouTube • 102
million
viewers
in
the
U.S.
alone
–
w/
an
 es=mated
350
million
globally
 • Internet
users
have
viewed
14.8
billion
 online
videos
in
January
2009
alone

 • How
Companies
are
Using
YouTube:
 • (Re)Broadcast
video
content
online
 • Allows
consumers
to
create
&
share
video
 content
 • In
conjunc=on
with
other
social
media
 sites
(i.e.
blogs,
Facebook,
etc)

  42. 42. LinkedIn • 36
million
members
globally
w/
8
million
 unique
users
in
the
US
 • Grew
187%
from
‘07‐08
 • The
site’s
traffic
is
up
in
the
recession
and
 is
adding
members
at
a
rate
of
about
one
 per
second
 • How
Companies
are
Using
TwiGer:
 • Networking
/
Biz
Development
 • Talent
Search


×