3. What is social media?
Technology + Communication + Design
Content for unique needs and interests
Interactivity, participation, and modification
realtime
in
4. 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
8. You can’t.
And you don’t have a choice –
your brandpresence will become social.
… if it isn’t already.
9. 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.
10. 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
11. Social technology
has flipped traditional ways of thinking upside down.
Or will you join the conversation?
Are you content with being absent?
12. 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
13. Your brand is live 24/7
“Social media doesn’t stop
at 5 p.m.
when typical business hours
end.”
- AmyMartin, CEO Digital Royalty
14. Fast, accurate information is
critical to managing your online presence.
Monitoring your brand is essential to
positive WOM.
Why?
16. 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
17. The old
way of marketing uses targetingtopersuade and convince.
New media marketing
uses engagement to drivepreference, increase loyalty,
and encourage evangelism.
20. LISTEN
Learn how to
Having accurate information that is relevant to your objectives is the
first step in a successful social media strategy.
21. 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.
26. How it worked…
KC Chiefs trade Tony Gonzalez to the
Atlanta Falcons
Trade news was No. 4 trend on Twitter
24-hour analysis showed:
53% against
43% for
27. ENGAGE
Begin to
You need to converse with your audience in a language they will respond to.
28. “New marketing is about the
relationships,
not the medium.”
- Ben Grossman, founder & chief strategist for BiGMarK
29. 117 million blogs are online
now.
There are nearly 1 millionblog posts
published every day.
Richard Meyer, Internet marketing consultant
Technorati
30. Social media
customer service is
the
new “help” line.
- Jason Baer, social media consultant
31. 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.
32. 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
33. 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.
34. 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.
35. 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.
36. 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.