The document discusses the rise of social media and its impact on marketing. It notes that consumers are empowered by social media and are openly discussing brands, which makes it difficult for companies to hide behind brands. It suggests that marketers need to focus on transparency, honesty and conversations rather than traditional branding and interruption techniques. It also debunks some common myths about social media marketing, noting that it requires clear objectives, measurement of ROI, and cannot be implemented solely by agencies.

1. Why do I keep hearing about social
media ?
April 2009

2. Social media stories are
everywhere

3. Why ?
It’s where the people are !

4. While the economy is in a vicious circle

5. Consumersare getting angrier

6. And they’re afraid to spend money

7. But social media empowers
consumers

8. And no matter how big your advertising
spending, small groups of consumers are
hijacking the conversation

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. But marketers still try and interrupt
us

11. They need to change brains
Stop thinking about selling and
start thinking about engagement
and conversation

12. Marketers should be

13. Because the way consumers
shop is changing forever
Fundamental shift from wants to needs

14. Even private label sales are increasing
because “value” has changed

15. So traditional branding is dying

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. What is the average age of social media
users?

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. 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. So should you increase social media
spending ?

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. 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. 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. 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. 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. Social Media Resources

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. 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. 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. 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. 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
