Women in technology and social media marketing is discussed. Social media aims to facilitate interaction and sharing of content online. Nearly 50% of consumers make purchases based on social recommendations, so social media is important for understanding customers. A case study shows how "mommy bloggers" negatively reacted to a Motrin campaign on Twitter, spreading to YouTube and traditional media. The lesson is for companies to identify online influencers, listen to social media discussions, and engage customers appropriately.

1. WOMEN IN TECHNOLOGY
SOCIAL MEDIA MARKETING

2. MARKETING LANDSCAPE – IT HAS CHANGED
Audiences are fragmented & hyper-connected.
YESTERDAY TODAY
PLUS
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3. SOCIAL MEDIA
The Definition:
Online applications,
What is platforms and media
all this?! which aim to facilitate
interaction,
collaboration and the
sharing of content.
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4. WHY SOCIAL MEDIA IS IMPORTANT
> 90% of consumers regularly or
occasionally give or seek advice from
others about products or services
BIGresearch, 2006
34% of internet users post opinions
about products and b d on th i
b t d t d brands their
blog and 36% think more positively
about companies that have blogs
p g
Universal McCann, 2008
80% of bloggers write about their
experiences with a company – good or
bad.
b d
Technorati, 2008
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5. WHY SOCIAL MEDIA IS IMPORTANT
Today’s consumer is connected, and social influence shapes their purchase
decisions. Nearly 50% have made a purchase based on a social recommendation.
LEADING RESOURCES FOR ONLINE CUSTOMER INFORMATION (1-5)
SEARCH ENGINES 3.79
ONLINE RATING SYSTEMS 3.69
3 69
DISCUSSION FORUMS 3.52
BLOGS 3.24
GOV./ADVOCACY SITES
COMPANY WEBSITES
SOCIAL NETWORK SITES 2.50
MICROBLOGGING SITES 2.09
Society f New C
S i t for N Communications R
i ti Research, A il 2008
h April
FEED: The Razorfish Consumer Experience Report 2008
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6. CASE STUDY: The Power of “Mommy Bloggers”
Inaugural celebration of International Baby Weaning Week
was platform for Motrin to launch “We Feel Your Pain”
campaign.
campaign
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7. CASE STUDY: The Power of “Mommy Bloggers”
• An avid Twitter user, and mom, started the conversation,
and the ads quickly became the number one discussion on
T itt over th weekend.
Twitter the k d
• Comments grew exponentially – almost all negative.
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8. CASE STUDY: The Power of “Mommy Bloggers”
Backlash video was posted on YouTube:
• Nearly 7 000 views
7,000
• 3rd result for Motrin on
YouTube is to the
mother video
th id
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9. CASE STUDY: The Power of “Mommy Bloggers”
The story reaches millions via blogs
and traditional media
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10. CASE STUDY: The Power of “Mommy Bloggers”
Motrin site goes down for a period of time, and reappears
with an apology note.
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11. THE LESSON
DISCOVER: Social media tools provide brands with a variety of
effective tools for identifying important conversations and online
influencers – M t i could h
i fl Motrin ld have id tifi d thi active group ahead of
identified this ti h d f
time and tested the ads accordingly.
LISTEN: Social media monitoring provides companies 24/7, all
24/7 all-
access to listen to what customers are saying. Note: this is not a 9-5
job.
ENGAGE: Look for creative opportunities to share information and
connect with your customers where they are online. More importantly
– react quickly and appropriately.
q y pp p y
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12. THANK YOU!
CONTACT INFO:
Jennifer Krupey
Marketing Services Director| Viget Labs
703.891.0670 x7522
jennifer.krupey@viget.com
www.viget.com
twitter.com/krupey
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