You’ve just watched a clip with some pretty compelling statisticswhat I’m going to talk about today is how you can use social channels to communicate with your audience.the term for this is social media marketing or social influence marketing or just plain socialPhoto: http://www.flickr.com/photos/luc/1824234195/
Its broadcast. http://www.flickr.com/photos/djfoobarmatt/2590025080/in/photostream/
http://www.flickr.com/photos/ktylerconk/2163760529/People are talking about your brand, product. service or program whether you are there and participating or not
Nielsen, Global Faces & Networked Places, 2009 social is now more popular than pornthat means that other website visits and other media and offline activity is being sacrificed for social time
Blogs, wikis, forums, social channels for sharing music, video, photos, business networks, collaboration, crowdsourcing, reviews and ratings, social bookmarks, and now location based services
Photo: http://www.flickr.com/photos/jetheriot/2284560760Obama won an election on the power of socialCompared to McCain, Obama had2x Web site traffic 4x YouTube viewers 5x Facebook friends he got 66.8 million popular votes and won a presidential election.what does this mean?
the technology has enabled the circle of friends to grow far far bigger than ever beforelots of small online interactions have just as much impact as the deeper ones face to facefriends – look to peers for recommendationspeople are connecting with each other to do business on their termsthird party endorsement – same principle as PR or the dating wingmanhas more clout if you hear it from someone elsesocial’s definition of friends is much looser – you may never have met them in real life but their influence is just as great as if you knew them personallyPhoto: http://www.flickr.com//photos/alosojos/338099901/
Getting To The Bottom Of Brand EngagementEveryone is chasing after a metric to define brand engagement.The Altimeter Group attempts to correlate social media activity to financial performance, citing Dell, Starbucks and eBay as leaders.The Question is:does a deeper relationship constitute more spending?Photo: http://www.flickr.com/photos/thegoodbyeletter/2590857221/
The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly :So how do you engage with people on the social web?FEED:The 2009 Razorfish Digital Brand Experience ReportIn August 2009 Razorfish surveyed 1,000 U.S. “connected consumers”*:Broadband accessSpent $150 online in the past six months (travel, Netflix, tickets, Amazon, etc.)Visited a community site (MySpace, YouTube, Facebook, Yelp, etc.)Consumed or created some form of digital media such as photos, videos, music or newsPhoto: http://www.flickr.com/photos/vauvau/3989766534/
With content.people talk about what they are watching, reading and browsing on the internet. They find other people with the same interestsThey will form communities around the content– thecontent becomes the conversation piecePhoto: http://www.flickr.com/photos/clevercupcakes/3343380147/
social is the virtual water coolerinstead of congregating around the water cooler at work, spontaneous communities form around topics, tv, movies, sport, conversational piecesMarketing, PR and advertising industries have grasped the opportunities early and social influence marketing is a recognised strategySpontaneous communities form around great content - doesn’t matter whether its branded or notReminders of a shared experience Symbols for shared memberships or beliefsPhoto: http://www.flickr.com/photos/pup/372937504/
Monty Python watched their content being uploaded by users for 3 years Until they started their own YouTube channel and upload all their catalogue in HD format – making it available to everyone for free. They asked their fan base directly to buy their DVDs – so they could make money.The channel has had more than 3 million views and more than 115,000 subscribersIn January 2009, Monty Python’s DVDs climbed to No. 2 on Amazon’s Movies & TV bestsellers list, with increased sales of 23,000 percent.
People become so engaged with what they watch – they start to become charactersAMC’s Mad Men – real people tweet as though they are living characters from the 1960s in the seriesFYI Carrie Bugbee won a Shorty Award for the best “advertising” brand on Twitter with her characterisation of Peggy OlsonShe now runs a social media marketing agency specialising in entertainment
social breaks down geographical barriers – not bound to timezones, forces speed to market to out of the way places like AustraliaFacebook global Brand Pages can now target messages geographically
DemocratizationConventional ratings don’t mean so much anymore when fans can rally socially and “force” networks through outcry to renew a TV showChuck was cancelled – fans rallied across the social webNBC reinstated the show
“Twitter effect” on movies: trending topics, mass opinionsTwo movies opening on the same weekend: Bruno and District 9Both did $14 Million on opening dayDespite or maybe because of its social media site integrations, tweets about how bad Bruno was as a movie meant thatBruno fails after second day with $8.7 Million District 9 does far better $12.6 millionInglorious basterds tweets – 78% positiveMovie makers take notice – twitter may be the most important promotional tool at your disposal
some of my social profiles If you’d like to stalk me: and my presentation is up on slideshare now
Why should you care about social?
why should you care about social?<br />
TRADITIONAL MARKETING IS ONE WAY COMMUNICATION<br />
Millward Brown says “digital consumers” have 15% stronger relationships with brands.<br />socially connected consumer = deeper relationship<br />
SOCIAL BRAND EXPERIENCES CREATE CUSTOMERS<br />97% report increased brand awareness<br />98% show increased consideration<br />97% will more likely purchase a product<br />96% may recommend the brand to their friends<br />