Why do I keep hearing about social media?


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Why am I hearing about social media everywhere and should we get into social media?

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Why do I keep hearing about social media?

  1. 1. Why do I keep hearing about social media ? April 2009
  2. 2. Social media stories are everywhere
  3. 3. Why ? It’s where the people are !
  4. 4. While the economy is in a vicious circle
  5. 5. Consumersare getting angrier
  6. 6. And they’re afraid to spend money
  7. 7. But social media empowers consumers
  8. 8. And no matter how big your advertising spending, small groups of consumers are hijacking the conversation
  9. 9. In today's social-media-centric world it's imperative that you're transparent, honest and authentic Microsoft’s hard social media lesson Lauren can’t purchase an Apple laptop for  under $1000 and winds up purchasing an HP laptop. However..social media users chime in and we learn: Lauren is actually a member of the screen  actors guild. The whole event was staged.  Negative review on the HP Pavilion laptop  Lauren purchased ―poor Vista experience‖.
  10. 10. But marketers still try and interrupt us
  11. 11. They need to change brains Stop thinking about selling and start thinking about engagement and conversation
  12. 12. Marketers should be
  13. 13. Because the way consumers shop is changing forever Fundamental shift from wants to needs
  14. 14. Even private label sales are increasing because “value” has changed
  15. 15. So traditional branding is dying
  16. 16. And they being replaced with the realities of the current marketing environment Consumer trust in business, products, and brands has been badly damaged  and it’s almost impossible to hide corporations behind brands. Unless you are honest, transparent and authentic consumers will take hijack  the brand conversation through using social media. Most brands have failed to move from product to conversation.  Organizations are ill prepared to use social media because they don’t  understand how to use it to meet business objectives . Old marketing cannot be applied to new media.  Redefine the value equation to your advantage and don’t use price alone.  Marketers are being held accountable for bottom line results and can’t waste  money on “branding” without ROI.
  17. 17. What is the average age of social media users?
  18. 18. Twitter growth is coming from older demographics 45-54 year olds are 36 percent more likely than average to visit Twitter, making them the highest indexing age group, followed by 25-34 year olds, who are 30 percent more likely.
  19. 19. As are Facebooks demographics 2009 Facebook Demographics and Statistics Report: 276% Growth in 35-54 Year Old Users* * From June 2008 thru January 2009
  20. 20. So should you increase social media spending ?
  21. 21. Myths of Social Media Myth #1: We need a social media program now Reality:  Youneed first to clearly communicate your objectives and strategy.  Don’tget so drunk on the idea of social media that you ignore the other problems of your marketing strategy.
  22. 22. Myths of Social Media Myth #2: Our agency can implement a social media program for us Reality: You need to be transparent and that  means that you need to establish trust via the conversation.
  23. 23. Myths of Social Media Myth #3: If we get a lot of followers on a social media site then our program is a huge success Reality:  Ifyou can’t track back to a positive ROI against business objectives then the program is a failure.  Remember, quality trumps quantity every time.
  24. 24. Myths of Social Media Myth #4: It’s easy and inexpensive to implement a social media marketing program Reality:  Social media marketing programs can be expensive.  Settingthe objectives and how they are going to be measured can be a time consuming process
  25. 25. Myths of Social Media Myth #5: There is no way to measure ROI of social media Reality:  Socialmedia has shown huge ROI through increased search engine optimization which can result in a quantifiable number of new business leads.
  26. 26. Social Media Resources
  27. 27. Social Media Resources Brand Overviews HowSociable? - A simple, free, tool that can measure the visibility of your brand on the web across 22 metrics Addict-o-matic - A nice search engine that aggregates rss feeds, allowing you to quickly see the areas where a brand is lacking in presence socialmention - A social media search engine offering searches across individual platforms (eg blogs, microblogs) or all, together with a 'social rank' score. Whether or not the score is transparent enough to be meaningful is open to debate. Blog Search Tools TECHNORATI Search - Technorati's new search interface. Use it to find top blogs based upon inbound links only. TECHNORATI Advanced - Technorati’s advanced search page allows you to search for blogs (rather than posts) based on tags. Google Blog Search - Google's index of blog posts. The advanced search tab allows you to search based on additional criteria. Very good for searching between specific dates. IceRocket - Blog search tool that also graph-ifies! BlogPulse - Search for blog posts by keyword. Developed by Nielsen BuzzMetrics. Buzz Tracking Serph - Track buzz in real time Google Trends - shows amount of searches and google news stories Trendpedia - Create charts showing the volume of discussion around multiple topics. Generates cool graphs. BlogPulse Trends - Compare the mentions of specific keywords and phrases in blog posts (LEFT vs. RIGHT) Omgili Charts - Omgili Buzz Graphs let you measure and compare the Buzz of any term. Mostly from review sites/forums. eKstreme - blog data is obtained from Technorati and the social bookmarks come from del.icio.us
  28. 28. Social Media Resources Message Board Search Tools BoardTracker - tracks words in forums BoardReader - Search multiple message boards and forums. Omgili - Omgili is a specialized search engine that focuses on quot;many to manyquot; user generated content platforms, such as, forums, discussion groups, mailing lists, answer boards and others. Omgili finds consumer opinions, debates, discussions, personal experiences, answers and solutions. Google Groups - Searches usenet groups. Yahoo! Groups - Searches all Yahoo! Groups. Twitter Search Tools Twitter Search - Search keywords on Twitter which quot;self-refreshesquot;. See what's happening — 'right now'. Twitstat - Twitter Tweitgeist - Tag cloud for last 500 Tweets TweetScan - search for words on Twitter Twit(url)y - see what people are talking about on Twitter Hashtags - Realtime Tracking of Twitter Hashtags TweetBeep - Track mentions of your brand on Twitter in real time. Twitrratr - Rates mentions of your search term on Twitter as positive/neutral/negative TweetMeme - View the most popular Twitter threads occurring now. TwitScoop – Through an automated algorithm, twitscoop crawls hundreds of tweets every minute and extracts the words which are mentioned more often than usual and creates a tag cloud. Twilert - Twitter application that lets you receive regular email updates of tweets containing your brand, product, services
  29. 29. Social Media Resources Web Site Traffic Compete - Competitor site traffic reports. Estimates only of monthly visitor data. Best used on large high-traffic Web sites. Quantcast - Use this on large high-traffic Websites. It allows you to compare multiple web sites in one handy chart. Estimates only of monthly visitor data. Alexa - Comparative site traffic reports. Includes estimated reach, rank and page views. BlogFlux Page Rank - Tells you Google Page Rank for a web page. Use this to compare different websites. Search Data Google Trends - Search trends and see search volume by country and region. Google Insights - Compare search volume patterns across specific regions, categories, and time frames. Wordtracker Keywords - Displays average daily search volume of a given keyword or phrase. Yahoo! Keyword Tool - Displays search volumes for specific keywords and phrases for previous month’s search data. FACEBOOK LEXICON - Displays volume of wall postings for specific term(s). Similar to Google Trends. Not great with obscure terms. Google Keyword Tool – Generate keyword ideas for related keywords and search volumes.
  30. 30. Who is Richard Meyer? Results-driven senior marketing executive offering a strong balance between business savvy and creative capabilities. Possess a proven track record of 20+ years of experience contributing to the advanced performance, growth and profitability of leading marketing organizations and product brands. Core competencies include: Strategic brand planning Brand positioning Brand strategy Competitive analysis New product planning and launch Search Engine marketing Internet marketing Vendor and agency management Web Analytics Team leadership eCommerce Social media strategy, implementation and measurement. Brands I’ve worked for:
  31. 31. Finally….. I’m a passionate Internet marketing person who loves every aspect of  marketing. Please contact me for new job opportunities  richardameyer@me.com  http://www.richsblog.com 