How big is it? 75%
of adult Internet users in the U.S. use social technology.* Twitter has grownby more than 3,000% in the past year. 120,000 blogs are launched every day. Hitwise *Forrester Research 10/08
THE POWER HAS S H
I F T ED When it comes to your message, the consumers are now in the driver’s seat. Thanks to social technology, they are all connected.
93% of Americans believe a
company should have a social media presence. 85% believe a company should be active with customers in social media. 56% feel a stronger connection with companies media. they interact with insocial -Cone Research 9/08
Social media is evolving Commerce
- Communities define brands Context - Share information for personalized content Colonization - Take friends with you Functionality - Interact Relationships - Join a community Jeremiah Owyang, Forrester Research Analyst
Your brand is live 24/7
“Social media doesn’t stop at 5 p.m. when typical business hours end.” - AmyMartin, CEO Digital Royalty
blindsided by “We got two
idiots with a video camera and an awful idea… loyal customersfor 10, 15, 20 years… are second-guessing their relationship with Domino’s, that’s not fair.” and - Tim McIntyre, Domino’s spokesman, NY Times article
The old way of marketing
uses targetingtopersuade and convince. New media marketing uses engagement to drivepreference, increase loyalty, and encourage evangelism.
LISTEN Learn how to Having
accurate information that is relevant to your objectives is the first step in a successful social media strategy.
Define your objectives… There are
no standard social media metrics. What is important to you? •Improved customer service •Increased brand loyalty •Growth in sales Go after it. This will help you define ROI.
Time Warner Cable knows within
minutes if a customer complains about them online… They use realtime data and Twitter to respond to and solve customers’ problems.
ACT Use this information to
Take your message directly to customers and let them spread it for you. Encourage participation and make it easy. Then turn your customers into fans. - Jason Baer, social media consultant
How it worked… AMC invited
local bloggers to preview their latest theater concept. 96%positive online buzz. Resulted in Now AMC holds nationwide blogger events.
Monitor beyond your brand. Celebrity
wattage used to be measured by dated Q scores. Street credibility is measured by the Davie-Brown Index (DBI). Phone surveys and online forms are too limited. Tie your brand to a celebrity who really matters to your audience.
More accurate cause/deed and passion
indices Whirlpool found no rankings available to help them pick a spokesperson for their Habitat for Humanity campaign. The Phoenix Suns monitor their fans’ passion index in near-realtime. The Suns now react to unpredictable events quickly. Ad budgets in the millions don’t allow room for a leap of faith.
Social media monitoring is your
global focus group. Gather transparent competitive intelligence Learn about • Key competitors •Demographic groups •Audience segments Get genuine, honest, and relevant conversation as it happens.