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Is the Facebook/Twitter Revolution Relevant to our Industry’s Survival and Your Business’ Growth?
The document discusses how social media like Facebook and Twitter have revolutionized digital communication and how businesses must adapt to survive. It notes statistics on growth of social platforms and demographics of social media users. The presentation argues the wild bird feeding industry needs a fresh digital strategy combining traditional advertising with social media to engage customers and grow. Challenges to implementing social media are addressed. The speaker advocates listening to customers online and setting goals to leverage social platforms for marketing and collaboration across the industry.
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Is the Facebook/Twitter Revolution Relevant to our Industry’s Survival and Your Business’ Growth?
- 1. Is the Facebook/TwitterRevolution Relevant to our Industry’s Survival and Your Business’ Growth? Ira Kaufman PhD WBFI Research Foundation Annual Board Meeting Naples, FL Nov 2011
- 2. Invite you to 75min Conversation Opening the doorway to possibilities PT 1 : Digital Revolution Digital Mindset Impact of Digital PT 2: Implement in Wild Bird Feeding Industry – Digital Strategy
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- 4. What are yourimpressions? + What did it make you feel? + Did you feel connected to it? + Did you feel comfortable with the technology and changes?
- 5. Statistics of theRevolution • More uploads to YouTube in 60 days than all 3 major US networks created in 60 yrs • 110 million tweets are sent per day on Twitter or 4+million per hour (Twitter) • Facebook generates 770 Billion page views, 700+ Billion minutes, every month • StumbleUpon (43%) has overtaken Facebook (38%) as #1 source for US social media traffic
- 6. Demographics for WBFI Markets •90% online North American adults access social media each month. – Internet (Can -72%; USA 67%) – Facebook (Can -83%; USA 71%) – YouTube (Can 71%- USA 55%) – Twitter (Can 13.7%- USA 11.3%) • Access social media – Students 90+% daily – Young Professionals <30 yrs - 61% daily – Parents 35-44 yrs - 50%+ daily – Baby Boomers - 50-64 yrs-32% daily
- 7. Digital Basics People usetechnologies to get things from each other, rather from corporations •Relationships are currency of exchange •Transparency is expected •Collaboration rules •Sharing is influence •Publish generates power •Value differentiates •Content is king
- 8. Rules Have Changed Itwas It’s now Information Age -Broadcasting Digital Age - Conversing Pushing message to client Pulling client to the message One way message, controlled Interactive conversation, open dynamic Business generated content User generated content Interrupt client- direct immediate action Engage, build sustainable relationship Attention economy Attraction economy Hard to measure results Real time metrics Coveting information- protective Sharing information – transparent Charging for entry – block entry Giving free ebooks, product Organized in silos – PR, Advertising, DM Integrate media seamless across silos Company promotes values Practice what you preach
- 9. What is Your DigitalPosition? • Digital Native – born digital, think social, – need to implement strategic • Digital Immigrant – think strategic, – need to implement digital • Digital Alien – think strategic, – need to experience digital value
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- 11. Paid, Owned EarnedMedia
- 12. Paid, Owned, EarnedMedia • Paid: YouTube Pennington Wild Bird Seed 1460 views • Owned: Pennington Facebook 5557 likes • Earned: Pennington Seed Wild Bird Feed Reviews • Birds at feeder in winter 216 views
- 13. Social Media LiveUpdate http://www.personalizemedia.com/garys-social-media-count/ Clicking this link will show you how social media has been embraced. Notice the elapsed time.
- 14. How does SocialMedia Impact ? • Businesses • Non profits • Political campaigns • Influence Points – social media is growing dramatically; expect that your influence points will change completely
- 15. Business Impact • BuildBrand Loyalty – 95% of consumers do not trust advertising – 70% of Americans look at online reviews before making a purchase • Brands post at least once every day will reach 22% of their fans in a week. • 67% Twitter followers & 51% Facebook fans more likely to buy the brands they engage with on the social media site. • 83% of moms do online research after seeing TV ads for products that interest them
- 16. Nonprofit Impact • Resource,Fund Raising • Increasing Audience Interaction • Volunteer Recruitment • Education http://www.youtube.com/watch? v=uMSUSuOWA4M&feature=rela
- 17. Political Impact 2008 PresidentialCampaign Obama has 380% more supporters than McCain Obama: 2,379,102 supporters McCain: 620,359 supporters Obama has 380% more supporters than McCain Obama: Friends: 833,161 McCain: Friends: 217,811 Obama has 403% more subscribers than McCain & 905% more Viewers than McCain • “Race” Speech 3.8 MM YouTube • 4 MM Cable-3 channels Obama has 240 times more followers than McCain Obama: @barackobama has 112,474 followers McCain: @JohnMcCain 4,603 followers www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2- 2008/
- 18. Social Media ProvidesValue • Kellogg COO - we are tripling social media spending over the past three years and experiencing "great returns on this investment.” • Tony Hsieh, CEO Zappos “We are about 3 Cs: Clothing, Customer Service and Culture… Gross sales grew from $1.6M (2000) to $1+ billion (2008) by focusing relentlessly on customer service and culture – a potent digital marketing tool.” • “Social media and pets are a perfect match. Why? Because people are passionate about their pets and social media gives them a platform to share it with others.” American Pet Products Association
- 19. Is the Facebook/Twitter RevolutionRelevant to our Industry’s Survival and Your Business’ Growth?
- 20. Survival of theAdopters • “The revolution in social media has become mainstream; it is changing all organizational systems. • If your organization is not embracing social media and leveraging it to your advantage, you are part of the legacy and not part of the future.” • Daniel Burrus , author, leading technology forecaster
- 21. Wild Bird Feeding Industry-currentsituation • Touches some 52-65 million Americans • New bird feeders are increasing at a slower rate than 4%, maybe @ 0% • Youth market is distracted by “Angry Birds”!!! • There is significant # of empty bird feeders… maybe 50%
- 22. What will ittake to move to move the needle ½%?
- 23. Need for aFresh Approach
- 24. http://www.youtube.com/user/Sienna#p/c/30DA2 After video went viral,U.S. sales of the Toyota Sienna in May 2010 were up 49.7% May 2011 total Toyota sales were down 33.4% over May 2010 But Sienna sales recorded sales of 8,618 units. Successful Targeting Families 9.7 million views
- 25. How can WBFImembers Implement Social Media? • Listen to social sites with bird advocates • Listen to what youth parents, Baby Boomers and retirees are saying about bird feeding • Set goals • Develop a integrated digital strategy, combining traditional advertising with social media • Develop your digital footprint • Build fan base and network • Collaborate as an industry to create a public conversation on wild bird feeding
- 26. Challenges Executives concerns regardingembracing social media. •Lack of Expertise •Loss of Control •Time Commitment •Information Overload
- 27. ROI of SocialMedia http://www.youtube.com/watch?v=x- uUIxYIYwU
- 28. Those that standstill will ultimately perish! James Parker, Former CEO, SW Airlines
- 29. About the Presenter Dr.Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently, he is Assistant Professor, Lynchburg College School of Business and Economics. © 2011 LinkedIn: http://www.linkedin.com/in/irakaufman Facebook: http://facebook.com/irakaufman Twitter: http://twitter.com/ira9201 Website: www.entwinedigital.com
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