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Social Media Aggregation
Social media is transforming how consumers interact with brands and make purchasing decisions. It allows for two-way dialogue between companies and customers rather than one-way broadcast communication. To succeed with social media, companies must adopt a new marketing philosophy that focuses on building relationships through open, social, and collaborative engagement with audiences. Measurement of social media involves tracking metrics like followers, interactions, and click-throughs to understand engagement and ROI. Examples are given of companies that have successfully used creative social media campaigns to raise brand awareness and reconnect with consumers.
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Social Media Aggregation
- 1. WHAT IS SOCIALMEDIA & WHY SHOULD WE CARE? SOCIAL MEDIA AGGREGATION Radar DDB March 26, 2010 1
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- 3. Thought Starters ◼ Inthe last one to two months have you used magazines, radio, television or newspaper to research a product or service you might want to buy? 3
- 4. Thought Starters ◼ Inthe last couple of months please have you used the Yellow Pages? 4
- 5. Thought Starters ◼ Inthe last one to two months have you used Google or another search engine? 5
- 6. Thought Starters ◼ Inthe last couple of months, have you reached out to your network - friends, family members, colleagues - in researching a potential purchase and an answer came back to you though Skype, email, Twitter, LinkedIn, IM or some kind of network and it was a URL to a Web site you visited? 6
- 7. Consumer Shift New Philosophy Whatis Social Media? Why Use Social Media? Cool Stuff 7
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- 9. THE SOCIAL INTERNETIS A PROFOUND CHANGE 9
- 10. Typical Internet Userc1996 10 Source: http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html
- 11. Typical Internet UserFrom 2006 11 Source: http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html
- 12. Consumer Behaviour HasChanged ◼ Canadians now spending more time online than watching TV 12
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- 14. Consumer Behaviour Weknow people are online. But what are they doing there? 13
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- 22. 400,000,000 PEOPLE ON FACEBOOK... DOINGSOME VERY COOL THINGS WITH BRANDS http://www.welcometofc.com/ 19
- 23. 14,500,000 CANADIANS ON FACEBOOK SECONDHIGHEST PERCENTAGE OF USERS ON FACEBOOK FROM ANY COUNTRY 215,000 CANADIANS ON FACEBOOK HAVE DECLARED AN INTEREST IN “MONEY” 20
- 24. 50,000,000 UPDATES ON TWITTER.EVERY DAY 21
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- 26.
- 27. RELATIONSHIPS ENHANCE CAMPAIGNS; CAMPAIGNSDO NOT CREATE RELATIONSHIPS 24
- 28. THIS NEW MARKETINGMEANS… 25
- 29. BE HUMAN Join youraudience on their terms THIS NEW MARKETING MEANS… 25
- 30. BRAND IS CRITICAL! BE HUMAN What’s your promise? Your unique value? Join your audience on their terms How will you bring this to life? THIS NEW MARKETING MEANS… 25
- 31. BRAND IS CRITICAL! BE HUMAN What’s your promise? Your unique value? Join your audience on their terms How will you bring this to life? THIS NEW MARKETING MEANS… NO MORE SET & FORGET Dialogue requires feedback mechanisms, time, effort and good conversational skills 25
- 32. BRAND IS CRITICAL! BE HUMAN What’s your promise? Your unique value? Join your audience on their terms How will you bring this to life? THIS NEW MARKETING MEANS… NO MORE SET & FORGET COLLABORATION Dialogue requires feedback Consumers want to feel a part of mechanisms, time, effort and something bigger. Let them good conversational skills 25
- 33. BRAND IS CRITICAL! BE HUMAN What’s your promise? Your unique value? Join your audience on their terms How will you bring this to life? THIS NEW MARKETING MEANS… NO MORE SET & FORGET COLLABORATION Dialogue requires feedback mechanisms, time, effort and good conversational skills Go BIG or go home Consumers want to feel a part of something bigger. Let them 25
- 34. New Marketing Philosophy Global Open Social Intelligent Playful Mobile Instant 26
- 35. SOCIAL MEDIA ISTHE NEW MASS MEDIA MARKETERS ARE NOW PUBLISHERS 27
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- 37. WHAT IS SOCIALMEDIA? 29
- 38. Definition 30
- 39. Definition ◼ Social Media- media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). 30
- 40. Definition ◼ Social Media- media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). I prefer: 30
- 41. Definition ◼ Social Media- media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). I prefer: ◼ Social Media - how people socialize or interact with each other, around a variety of shared interests, throughout the World Wide Web. 30
- 42. Definition ◼ Social Media- media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). I prefer: ◼ Social Media - how people socialize or interact with each other, around a variety of shared interests, throughout the World Wide Web. Source: Wikipedia - a social media 30
- 43. Being Social is Nothing New 31
- 44. We’ve Been Looking for Connections for Years 32
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- 47. Social Media isa Vehicle for: 35
- 48. Social Media isa Vehicle for: 35
- 49. Social Media isa Vehicle for: 35
- 50. Social Media isa Vehicle for: 35
- 51. Social Media isa Vehicle for: 35
- 52. Social Media isa Vehicle for: 35
- 53. Social Media isa Vehicle for: 35
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- 55. acebook has thehighest recall of advertising on its site –much higher ypically seen within MarketNorms Social Media Drives Awareness and Recall 37
- 56. Social Media ROI ◼Companiesengaged in social media enjoy higher revenues and profits than their peers...across all industries Altimeter Group + Wetpaint 38
- 57. Social Media ROI ◼Onlinecommunity members spend 54% more eBay 39
- 58. Why Consumers FollowBrands 40
- 59. Why Brands WantConsumers to Follow Them 41
- 60. Consumer Trust HasShifted 42
- 61. Measurement 43
- 62. What Can WeCount? ◼ Friends ◼ Fans ◼ Followers ◼ Interactions ◼ Views ◼ Reach ◼ Comments ◼ Blog Posts ◼ Click-Throughs ◼ Time 44
- 63. What Can WeMeasure? 45
- 64. COOL STUFF 46
- 65. The Challenge -Increase model awareness and familiarity by reminding consumers of all the Volkswagens on the road "People think they know Volkswagen but we believe there is a bigger story to tell about our brand, our commitment to the American market and our expansive line of affordable, German-engineered cars that are fun to drive. The PunchDub campaign is aimed at reintroducing American consumers to today's Volkswagen." Tim Ellis, Vice President of Marketing 47
- 66. The Idea -Raise the VW model profile by reminding people of that nonsensical, sometimes painful, game many of us played as kids -- punching each other whenever a VW drove by. 48
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- 70. The Challenge -Bring a much loved brand out of the 1980s and create relevancy with the modern day consumer. 52
- 71. The Idea -Make the marketing for the game a game...a global game pitting groups against each other in a battle for supremacy! 53
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- 73. More than 15mquestions asked and answered 10 languages 3,500 non-stop days of engagement 9 years, 215 days, 8 hours and 24 minutes Back in market as a battle of the ages (over and under 30) ...and the women won 55
- 74. WRAP UP 56
- 75. Key Takeaways ◼ Consumerbehaviour has changed ◼ Explore and consider the social media space as a marketing venue ◼ There is a new philosophy for marketing ◼ Marketers must think differently in order to win ◼ Social media can mean many things ◼ But it’s not something to be scared of ◼ The industry is moving forward ◼ Those who do not participate miss out on experience, data, insight ◼ Social media can deliver ROI ◼ It is easy to integrate into your planning 57
- 76. WHAT’S NEXT? 58
- 77. WHAT’S NEXT? 58
- 78. WHAT’S NEXT? 58
- 79. WHAT’S NEXT? 58
- 80. WHAT’S NEXT? 58
- 81. WHAT’S NEXT? 58
- 82. WHAT’S NEXT? 58
- 83. WHAT’S NEXT? 58
- 84. QUESTIONS? Ed Lee Director, SocialMedia Radar DDB Toronto ed.lee@radarddb.ca (416)972-5829 59
Editor's Notes
- #10 I’ll tell you what I tell them: THE SOCIAL INTERNET IS A PROFOUND AND LONG-LASTING CULTURAL CHANGE. Let’s look at some numbers.
- #13 What are the three most common things to do while watching TV - online, eat and sleep
- #18 Here’s what’s happened over the years since we grew up in the days of monolithic marketing. As mentioned, Product choice has gone through the roof. Noise has gone up as well. While these have increased, time attention and trust Have crashed. We all are feeling a bit time-starved. The typical office worker has upwards of over 500 interruptions per workday. As a marketer, everything I do is an ask for time and attention. It’s an effort to break through the clutter in a market full of choices. And that ask has gotten tough. So I can’t give people back their time, it’s tough getting attention, I can’t stop increasing product choice and I can’t turn down the noise. There’s one lever I can pull: trust.
- #20 The novelty that is Facebook. At 400 million users, Facebook would now be the world’s third largest country after China and India.
- #21 And while Canadians are a leeetle more hesitant about giving up their personal information online, three in five online Canadians are on Facebook. In fact, after Iceland, Canada has the highest percentage of users on Facebook.
- #31 Global – because the Internet is borderless but also because campaigns must break through the clutter and speak to everyone on a personal basis. Open – because clients which are transparent will reap the benefits of consumer trust. Social – because the new campaign must be good enough to get people talking about it. But social because we are seeing a new era of communications where people can, and do, talk about the brands/organizations they use. More importantly, these organizations and brands can now talk back! Intelligent – because we must not talk down to consumers any more. Playful – because we want to have fun! Mobile – because consumers are no longer confined to the cinema, to the TV or to their computers. Mobiles and smart phones are the fourth screen and increasingly the method of choice for users to access the Internet. Instant – because who wants to wait? The Internet has made us impatient consumers of information and those clients who make their customers wait will be penalised for it.
- #32 Brands can now create their own mass media channels with thousands, tens of thousands or even millions of opt-in impressions who can help amplify your messages.
- #47 Awareness Consideration Sales PR WOM Customer Service Anything that requires a human interation
- #48 Awareness Consideration Sales PR WOM Customer Service Anything that requires a human interation
- #49 Awareness Consideration Sales PR WOM Customer Service Anything that requires a human interation
- #50 Awareness Consideration Sales PR WOM Customer Service Anything that requires a human interation
- #51 Awareness Consideration Sales PR WOM Customer Service Anything that requires a human interation
- #52 Awareness Consideration Sales PR WOM Customer Service Anything that requires a human interation
- #57 Consumers are looking for the very things that brands want to communicate - deals, offers and a lasting relationship (67%)
- #58 51% of your fans/followers will buy from you 60% of your fans/followers will recommend you to their friends...which is important because....
- #59 Here’s what’s happened over the years since we grew up in the days of monolithic marketing. As mentioned, Product choice has gone through the roof. Noise has gone up as well. While these have increased, time attention and trust Have crashed. We all are feeling a bit time-starved. The typical office worker has upwards of over 500 interruptions per workday. As a marketer, everything I do is an ask for time and attention. It’s an effort to break through the clutter in a market full of choices. And that ask has gotten tough. So I can’t give people back their time, it’s tough getting attention, I can’t stop increasing product choice and I can’t turn down the noise. There’s one lever I can pull: trust.
- #64 The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
- #65 The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
- #66 The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
- #68 The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
- #69 The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
- #70 The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
- #72 The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
- #75 Consumers will climb the ladder, becoming more and more engaged with social technologies Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs The consumer will have more and more control Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase Social media will be a hotbed for research, development and innovation for previously traditional brands
- #76 Consumers will climb the ladder, becoming more and more engaged with social technologies Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs The consumer will have more and more control Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase Social media will be a hotbed for research, development and innovation for previously traditional brands
- #77 Consumers will climb the ladder, becoming more and more engaged with social technologies Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs The consumer will have more and more control Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase Social media will be a hotbed for research, development and innovation for previously traditional brands
- #78 Consumers will climb the ladder, becoming more and more engaged with social technologies Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs The consumer will have more and more control Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase Social media will be a hotbed for research, development and innovation for previously traditional brands
- #79 Consumers will climb the ladder, becoming more and more engaged with social technologies Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs The consumer will have more and more control Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase Social media will be a hotbed for research, development and innovation for previously traditional brands
- #80 Consumers will climb the ladder, becoming more and more engaged with social technologies Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs The consumer will have more and more control Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase Social media will be a hotbed for research, development and innovation for previously traditional brands
- #81 Consumers will climb the ladder, becoming more and more engaged with social technologies Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs The consumer will have more and more control Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase Social media will be a hotbed for research, development and innovation for previously traditional brands