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Social media
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- 2. What is social media? Why social media? How to implement? Who is doing it right?
- 3. so· cialme· a di· Online gathering of interaction, ideas, comments and commentary. Essentially, consumer conversation in cyberspace.
- 4. More simply put: “Social media is people having conversations online.”
- 5. Introduction Social Influence Marketing(SIM) is about employing social media and social influencers to achieve the marketing and business needs of an organization.
- 6. Measuring SIM Business Justification: R.O.I. RETURN ON INVESTMENT
- 7. THE R.O.I. EQUATION Social Media Investment Expectation of return
- 8. Return On Investment Digital Digital Recog- More Inter- Sale W.O.M. Action nition Sales action Return On Interaction + Return On Influence A more realistic way to access value
- 9. Now, social media is…
- 10. Paid Earned Owned Social Media Brand and Product Internet Advertising (Pages and Feeds) Websites PPC – Search Mobile Brand and Word of Mouth Marketing Product Websites Proprietary Mobile Mobile Advertising User Forums Applications News, PR, Customer Care Sponsorships Announcements Services Blogger Proprietary Paid Applications Relationships Digital Content
- 11. Social media isthe ongoing conversation of the planet.”
- 12. The conversations arepowered by: Photo Blogging Sharing Video Micro Sharing Blogging Key Podcasts Social RSS Platforms Message Widgets Boards Chat Social Rooms Networking
- 13. Social Media Tools (just to name a few)
- 14. Active Worldwide Users 500,000,000+ Pieces of content shared per month 45,000,000,000 Local business with active Facebook pages 1,500,000
- 15. Professional Social Network Contains profiles of Fortune 500 executives and leading entrepreneurs Average individual salary on LinkedIn is $109,000
- 16. Wiki =quick Studies show it’s as accurate as Encyclopedia Britannica If you were paid $1 for every article posted on you would earn $1,712.32 PER HOUR
- 17. Registered Users 156,000,000 + Updatesper month 54,000,000 + Users following a brand 31% Brand recommendations per month 7,800,000 +
- 18. Business Objective: Improve customerservice Promote a product or service Manage and respond to a crisis Event activation Advocate an issue or cause
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- 21. In 2008, ifyou are not on a social networking site, you are not on the internet.” Iab platform status report: User generated content, Social media, and advertising – An overview, April 2008
- 22. It’s not afad. It’s a fundamental shift in the way we communicate.
- 23. Reason #1 “Wedon’t have a choice on whether we DO social media, the question is how well we DO it.” Erik Qualman
- 24. 500 BILLION. The number ofpeer influence impressions Americans generate per year via social media.
- 26. Today people are connected
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- 28. 4 Billion. That’s 13xmore than the National Library . The number of images hosted on Flickr.
- 29. 95% Companies using LinkedIn tofind and attract employees.
- 30. Welcome to The Worldof Socialomics
- 31. Reason #2 78%of people trust the recommendations of other consumers. Nielsen “Trust in advertising” report While only 14% of people trust advertisements.
- 32. 14% VS. 78% HMM…
- 33. The old communicationmodel was a monologue.
- 34. The new communicationmodel is a dialogue.
- 35. Only 18% of TV ad campaigns generate positive ROI.
- 36. 90% of people who canskip TV ads, do.
- 37. The average personis exposed to 3000 advertising messages/day
- 38. Reason #3 Social media ”is only going to become persuasive and as such, become a critical factor in the success or failure of any business.” Brian Solis, Social Media Manifesto
- 39. How many socialmedia users turn to social media when making purchase decisions? By listed product, service category, and frequency Regularly turn to social media Sometimes turn to social media
- 40. Tomorrow’s consumers are today’s“digital natives”.
- 41. By 2010, Millennials/ GenY-ers will outnumber Baby Boomers. They already wield $350 Billion/ year in direct spending power.
- 42. Millennials spend >16 hours/week online. 96%of them have joined a social network.
- 43. They have anaverage of 53 online friends. Acquaintances Online Friends 51% 38% Close Friends 11%
- 44. And they don’tcare about your Ads. They care what their friends think.
- 45. Translation: The train isleaving the station. WITH or WITHOUT YOU.
- 46. How do I geton the train
- 55. Learn About Your Audience Who/Where are they? What is their personality like? How/Where do they consume? How/Where do they engage?
- 56. The Importance ofWords Treat this part very seriously. It is a myth that successful communication relies mainly on delivery style. What you say is just as important as how you say it.
- 57. Certain words havegreat psychological impact on us. They address our basic human desires and our emotional needs and wants. They compel us to pay attention and take action. Successful copywriters use certain words to add persuasive power to their ads.
- 58. Description Specificity can resultfrom descriptive language. Which dessert would get your attention faster? Something described as “A sinful combination of bourbon-soaked vanilla beans and fresh raspberries with a chocolate ganache surprise”. Something described as “Chocolate Dessert”. Get your audience salivating
- 59. Clarity Avoid vague, nebulouscorporate- speak. Nothing puts an audience off more than uncommitted, detached phrases.
- 60. Authenticity Much of thelanguage in corporations today is clichéd, vague, and pretentious. When speaking, be concise, clear, and authentic – get to the human side of language.
- 61. Call to action Ifyou end with a call to action, make it clear and specific. Your audience should know exactly what they are called to do and have reasons for taking that course of action. Leave the participants with a memorable comment or question that ties directly back to your main point.
- 62. Leave Them Wanting More Most messages should end in such a way that participants are inclined to crave more information you may share with them later. When appropriate, leave the audience at a climax: promise that in a future message you will provide additional useful information. The human brain seeks closure. Participants will be inclined to return to something that has not been solved completely.
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- 64. Use Your Channels ToEngage And Drive Traffic
- 65. Make Social Media Work for Your Company
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- 67. Who is doing it RIGHT?
- 68. Who is doing it RIGHT
- 69. By the endof 2009, Dell had generated $6.5 million in sales from Twitter alone.
- 70. Who is doing it RIGHT
- 71. On April 8th,2008, Frank Eliason set up a Twitter account to help Comcast users in need. Since then, Comcast has helped over 150,000 customers through Social Media.
- 72. Who is doing it RIGHT
- 73. Starbucks gave theirconsumers a voice
- 74. Resulting in over50,000 product ideas
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- 83. What is social media? People having conversations online. Why social media? A fundamental shift in the way we communicate. How to implement? Choice of words. Learn about audience. Channels. Who is doing it right? Dell. Comcast. Starbucks. Social media in China.
- 85. References 1. The RazorfishSocial Influence Marketing Report 2. Research Micro Blogging Trend During World Cup, Sina.Inc 3. Brands and Social Media in China, Ogilvyone Worldwide 4. Power to the People – Social Media Tracker Wave 3 5. Social Media in Asia, 360 Digital Influence, Ogilvy Public Relations 6. Digital Actions and Their Effect on Advocacy, Consumer Insights Inc. 7. eMarketer, TechCrunch.com, Los Angeles Times, Knowledge Networks 8. Social media for business, Slideshare 9. What the f**k is social media, Slideshare 10. Before you open your mouth, Slideshare Thank you very much