Marketing in the Era of the Social Web

1,382 views

Published on

Presentation for Lafayette Chamber of Commerce annual Building Communities Conference where I keynoted.

Published in: Business, Technology
2 Comments
7 Likes
Statistics
Notes



  • <b>[Comment posted from</b> http://www.sonico.com/publico/pages_create.php]
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

  •    Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
1,382
On SlideShare
0
From Embeds
0
Number of Embeds
18
Actions
Shares
0
Downloads
140
Comments
2
Likes
7
Embeds 0
No embeds

No notes for slide

Marketing in the Era of the Social Web

  1. 1. BUILDING COMMUNITIES ONLINE Marketing in the Era of the Social Web
  2. 2. The Way the Web Works…Today
  3. 3. Every Voice Matters
  4. 4. Some Voices Matter More Than Others
  5. 5. WOM is More Important Now Than Ever
  6. 6. The Insurgent Consumer • By a 3 to 1 margin, people are far more likely to trust “average people like me” • 67 percent of consumer goods sales are based on WOM (Word of Mouth) • Consumers trust WOM recommendations far more than they trust traditional marketing and advertising y g g • People would rather hear about real experiences and perspectives than “marketing-speak” marketing speak Source: Edleman
  7. 7. From BOND BOND… …to BOURNE
  8. 8. Listening is the New Marketing
  9. 9. SMS Hey, did you hear about th t h b t that new restaurant? Twitter Tell me about it. Blogs I heard the seafood was great! Social When can Networks we go?!! Wikis Forums Podcasts Video
  10. 10. “What we didn t get was the passion this very loyal small group of What didn't consumers have. That wasn't something that came out in the research.” Neil Campbell, president, Tropicana, North America To the The New York Times upon pulling its revamped packaging in February after consumer complaints complaints. Listening is the New Marketing
  11. 11. “We have heard you co ce s abou the ad that was featured o ou website. e a e ea d your concerns about e a as ea u ed on our ebs e We are parents ourselves and we take feedback from moms very seriously.“ Kathy Widmer, vice president of marketing, McNeil Consumer Healthcare upon pulling a Motrin ad after mothers expressed outrage about it in November. Listening is the New Marketing
  12. 12. “Over the past couple of days, we received a lot of questions and comments about the changes and what they mean for people and their information Based information. on this feedback, we have decided to return to our previous terms of use while we resolve the issues that people have raised.” Mark Zuckerberg, CEO, Facebook responding to user outrage over changes made, without user input, to its terms of service in February Listening is the New Marketing
  13. 13. “Since we launched Facebook’s home page redesign, we've received thousands of e-mails, Wall posts and comments from y along with direct feedback from p you g all of our friends and family. If you've already given us feedback, thank you. Hearing what you have to say, whether criticism or praise, helps us build a product that serves you better.” Christopher Cox, director of product, Facebook responding to user outrage over changes made to user’s home page newsfeed Listening is the New Marketing
  14. 14. “MARKETS are CONVERSATIONS” “PARTICIPATION i is MARKETING”
  15. 15. W no longer TARGET AUDIENCES, AUDIENCES We l we PARTICIPATE in COMMUNITIES.
  16. 16. Authenticity Spread Openness Transparency Social Media: Mindset & Toolset
  17. 17. Lose Control of Your Content
  18. 18. “For you ideas to sp ead a d rise to the s a us o a World Wide Rave, you e go to o your deas o spread and se o e status of o d de a e, you’ve got o give up control. Make your Web content totally free for people to access, with absolutely no virtual strings attached.” David Meerman S Scott, author, World Wide Rave
  19. 19. More “Shared Connections,” Less “Destination Silos”
  20. 20. Skittles.com Bold Experiment
  21. 21. Operating System of the New Web
  22. 22. http://sn.im/twitterebook Twitter is the New Email
  23. 23. It Doesn’t Have to be Expensive
  24. 24. $1,000,000 with No Expense
  25. 25. $50 Investment Leads to 700% Growth
  26. 26. $2 Million to $50 Million in Three Years
  27. 27. Viral Marketing Success with Very Little Cost
  28. 28. Acknowledge Listen to the Social Media Groundswell Engage the Measure the Conversation C ti Results/ROI R lt /ROI Some Things to Do
  29. 29. Get a Seat at Other People’s Table
  30. 30. Set a Table of Your Own

×