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Managing Social Media

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Pamela Muldoon
Pamela Muldoon

The document discusses the evolution of Coca-Cola's marketing approach from focusing on brand, message, and person to focusing on person, message, and brand. It provides examples of how individuals' personal brands became associated with or disconnected from their corporate brands based on their messages and actions. The document also discusses how social media has leveled the playing field for businesses by allowing all to participate at low cost and reach target audiences through various popular platforms like LinkedIn, Facebook, Twitter, YouTube, Google+, and Pinterest. It provides statistics on the usage and demographics of each platform.

BusinessTechnology
1 of 23
Managing Social Media Pamela Muldoon
Industrial Model Marketing • Brand • Message • Person
Coca-Cola: Brand
Coca-Cola: Message 1952 1886 1928 1970 1963
Coca-Cola: Message 1971 1982 1979 1993-Present 1986
Coca-Cola: Person Muhtar Kent, Chairman of the Board & Chief Executive Officer The Coca-Cola Company
Marketing Flipped 180 Degrees • Person • Message • Brand
Marketing Flipped 180 Degrees Example #1 • Person: Denny Hecker • Message: What is the message today? • Brand: How do you feel about his brand today?
Marketing Flipped 180 Degrees Example #2 • Person: Tom Petters • Message: What is the message today? • Brand: How do you feel about his brand today?
Marketing Flipped 180 Degrees Example #3 • Person: Tiger Woods • Message: What is the message today? • Brand: How did many brands associated with Tiger Woods react to his scandal?
Marketing Flipped 180 Degrees Example #4 • Person: Rush Limbaugh • Message: What is the message today? • Brand: How did many brands associated with Rush’s show react to his message?
Personal & Professional • Creating a personal brand alongside the Ford Brand • All social platforms, speaking, featured in books Scott Monty Head of Social Media Ford Motor Company
Personal & Professional • Billionaire Business Magnate • Author, speaker, humanitarian • Yes, he writes his own blog Richard Branson Founder, Virgin CEO, Virgin Media
The Social Consumer 90% of consumers 70% of consumers online trust trust options of unknown recommendations from users people they know 53% of respondents say 61% of respondents say After liking a brand will After following a brand likely purchase they will talk about the product/service or company or product recommend 50% of small business Owners report gaining new customers through social media
Level The Playing Field • All businesses can participate • The cost of entry is minimal Ask Yourself Two Questions: 1. Can I Reach My Target Audience With This Social Platform? 2. Am I willing to tackle the learning curve of this platform? (or do I have a team member who can?)
LinkedIn 150+ Million Active Users Average User Age: 25-55 Median Age: 44 New Member Joins Executives From All Every Second Fortune 500 Companies 2 Million+ Company Profiles
Facebook 833+ Million Active Users; Average User Age: Set to hit 18-44 1 Billion by August 2012 Median Age: 38 50% Log In Daily Average User Time: 55 Minutes 4/13/2012
Facebook Fastest Growing Population: Women 2nd Fastest Growing Population: Seniors 4/13/2012
Twitter 475+ Million Average User Age: Active Users 18-44 Median Age: 39 55% Use Twitter via 1 Billion Tweets Posted Mobile Device Weekly 4/13/2012
YouTube 800+ Million Average User Age: Unique Users 18-54 More video is uploaded in 60 Hours of Video 30 days than created by NBC, Uploaded Every Minute CBS, ABC in the past 60 years 4/13/2012
Google+ Users: 90+ Million 70% Male Active Users 30% Female Search Is Now Personal 4/13/2012
Pinterest 100+ Million 97% of Users Are Women Unique Users Average Use Time 1 hour, 17 minutes Drive Traffic To Business Website Great Platform For Visual Business Models 4/13/2012
Connect With Pamela Pamela Muldoon Next Stage Media Group pam@nextstagemediagroup.com www.nextstagemediagroup.com www.facebook.com/NextStageMediaGroup www.facebook.com/ContentMarketing360 @pamelamuldoon @NextStageMedia www.linkedin.com/in/pamelamuldoon www.gplus.to/pamelamuldoon www.gplus.to/NextStageMediaGroup

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Managing Social Media

  • 1. Managing Social Media Pamela Muldoon
  • 2. Industrial Model Marketing • Brand • Message • Person
  • 4. Coca-Cola: Message 1952 1886 1928 1970 1963
  • 5. Coca-Cola: Message 1971 1982 1979 1993-Present 1986
  • 6. Coca-Cola: Person Muhtar Kent, Chairman of the Board & Chief Executive Officer The Coca-Cola Company
  • 7. Marketing Flipped 180 Degrees • Person • Message • Brand
  • 8. Marketing Flipped 180 Degrees Example #1 • Person: Denny Hecker • Message: What is the message today? • Brand: How do you feel about his brand today?
  • 9. Marketing Flipped 180 Degrees Example #2 • Person: Tom Petters • Message: What is the message today? • Brand: How do you feel about his brand today?
  • 10. Marketing Flipped 180 Degrees Example #3 • Person: Tiger Woods • Message: What is the message today? • Brand: How did many brands associated with Tiger Woods react to his scandal?
  • 11. Marketing Flipped 180 Degrees Example #4 • Person: Rush Limbaugh • Message: What is the message today? • Brand: How did many brands associated with Rush’s show react to his message?
  • 12. Personal & Professional • Creating a personal brand alongside the Ford Brand • All social platforms, speaking, featured in books Scott Monty Head of Social Media Ford Motor Company
  • 13. Personal & Professional • Billionaire Business Magnate • Author, speaker, humanitarian • Yes, he writes his own blog Richard Branson Founder, Virgin CEO, Virgin Media
  • 14. The Social Consumer 90% of consumers 70% of consumers online trust trust options of unknown recommendations from users people they know 53% of respondents say 61% of respondents say After liking a brand will After following a brand likely purchase they will talk about the product/service or company or product recommend 50% of small business Owners report gaining new customers through social media
  • 15. Level The Playing Field • All businesses can participate • The cost of entry is minimal Ask Yourself Two Questions: 1. Can I Reach My Target Audience With This Social Platform? 2. Am I willing to tackle the learning curve of this platform? (or do I have a team member who can?)
  • 16. LinkedIn 150+ Million Active Users Average User Age: 25-55 Median Age: 44 New Member Joins Executives From All Every Second Fortune 500 Companies 2 Million+ Company Profiles
  • 17. Facebook 833+ Million Active Users; Average User Age: Set to hit 18-44 1 Billion by August 2012 Median Age: 38 50% Log In Daily Average User Time: 55 Minutes 4/13/2012
  • 18. Facebook Fastest Growing Population: Women 2nd Fastest Growing Population: Seniors 4/13/2012
  • 19. Twitter 475+ Million Average User Age: Active Users 18-44 Median Age: 39 55% Use Twitter via 1 Billion Tweets Posted Mobile Device Weekly 4/13/2012
  • 20. YouTube 800+ Million Average User Age: Unique Users 18-54 More video is uploaded in 60 Hours of Video 30 days than created by NBC, Uploaded Every Minute CBS, ABC in the past 60 years 4/13/2012
  • 21. Google+ Users: 90+ Million 70% Male Active Users 30% Female Search Is Now Personal 4/13/2012
  • 22. Pinterest 100+ Million 97% of Users Are Women Unique Users Average Use Time 1 hour, 17 minutes Drive Traffic To Business Website Great Platform For Visual Business Models 4/13/2012
  • 23. Connect With Pamela Pamela Muldoon Next Stage Media Group pam@nextstagemediagroup.com www.nextstagemediagroup.com www.facebook.com/NextStageMediaGroup www.facebook.com/ContentMarketing360 @pamelamuldoon @NextStageMedia www.linkedin.com/in/pamelamuldoon www.gplus.to/pamelamuldoon www.gplus.to/NextStageMediaGroup

Editor's Notes

  1. Great Stats!
  2. Great Stats!
  3. Great Stats!
  4. Great Stats!
  5. Great Stats!
  6. Great Stats!