Social Media for Advertising and Marketing Specialists


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Presentation for the American Advertising Federation

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  • Low Cost MarketingEasy to get awareness. Viral marketingWe have to Do itGetting our feet wet . Learning by trial and errorGetting TractionDell, Starbucks, Tide, Intuit
  • What are most effective things to doWhy they would use Web 2.0 and how to measure effectiveness (and metrics may be more subjective than objective, so how do they communicate “success” to their bosses)How to set up the best Web 2.0 approach to fit the company and what it wants to accomplish; and it’s not just a technology platform, it’s a cultural phenomenon (human-centric)
  • and what it wants to accomplish; and it’s not just a technology platform, it’s a cultural phenomenon (human-centric)
  • Opening remarks:Like most things new, it comes with opportunities and risksClosingBut how much time should people spend on social media during work?It’s here to stay – for companies of all sizes, and it’s just starting
  • For 57% of organizations it is important or very important to combine social and enterprise content
  • It’s about peopleAcquire the right skillsOr Hire the people who gets itIt’s a Culture Shift – you have to live itGet Executive Buy-InRequires Engagement and passion
  • Can you create a community?It may already existYou can foster and promoteCreate versus participateStart a Dialog With Your CustomersFind Out Your Customer’s InterestsLeverage Your Existing CommunityFind out who are the influencersMilestones – it will take some timeSocial Media GuidelinesPersonal Brands versus Corporate Brand
  • Consumer’s expectations for an engaging web experience have evolved over the last 12-18 months and will continue to evolve. It’s not good enough to just have a website. You need to deliver experiences that create an emotional attachment. They need to be much more personal, rich and social. There are 4 key attributes of an engaging web experience:PersonalPersonal = relevanceBuilding an emotional attachmentEnd goal, "I love this site.” People love a site if it gives them what they want; make content easy to find & deliver right content to the right people at the right timeDeliver an experience that people love and makes it easy for them to find the information they’re looking forThere is an explosion of content, it is getting harder to find the right contentMultichannelMultichannel = convenienceMobile society requires content and experiences to be delivered in a convenient mannerDeliver the right content, anytime, anywhere, on any deviceSocialSocial = trustSocial web is all about interacting and connecting with peersSee what other people are saying through user-generated content, ratings, communities, etc. Enrich existing content with UGC contentPower shifting to consumer. From enterprises talking about their content to consumers talking about it (UGC is more trusted)ImmersiveImmersive = interactiveRich media such as flash, use of videos.Web is very interactive today and will become even more dynamic in the future  The best, most engaging web experiences combine all 4 of these attributes together to create an emotional attachment.
  • Web 2.0 is about an explosion of informationContent is only useful when it is relevant and timelyFinding the right content is criticalHow much content about your brand exists online?Make it easy to Find on your siteIntegrate content and searchSyndicate outConsolidate content inContent Strategy90-9-1 listener/contributor/builder
  • Social Media is AmbiguousWhat is your strategy?What will you measure?How much to invest?Best PracticesHire someone who understands social media.Define a strategy with defined milestones.Measure clicks, influence, buzzFocus on business results
  • Establish the tools for building and participationWikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.Brand consistency and control vs. participationEstablish the processes for listeningYou must demonstrate you are listeningRoll out plan and guidelinesWho, How, WhenLead by ExampleAuthenticityEnsure you are properly staffedPrepare for growth
  • It’s about an Integrated Marketing experienceDon’t promote social media as a siloCross links and integration with traditional Mktg.Integrate persuasive and social contentBe active – participateGo where the conversation isHave something interesting to sayWatch it grow, listen, react
  • Social Media for Advertising and Marketing Specialists

    1. 1.<br />Social Media<br />Dan Elder, CKMP<br />Collaboration Specialist<br /> and Digital Media Advisor<br /><br />
    2. 2. Social Media Trends andBest PracticesA Roadmap to Build a Successful Web 2.0 StrategyDan Elder, CKMPTopsarge Business Solutions<br />
    3. 3. State of Social Media<br />What is Social Media<br />Survey Results and Insights<br />What Does Web 2.0 Mean for Your Business<br />Understanding What and How<br />Key Strategies for Success<br />Best Practices and Practical Advice<br />Agenda<br />
    4. 4. What is Social Media?<br />User Generated Content<br />facebook<br />Web 2.0<br />Communities<br />gadgets<br />Enterprise 2.0<br />wikis<br />ratings<br />Social Networking<br />blogs<br />
    5. 5. Social Media Landscape<br />Collaboration<br />Video<br />Photo Sharing<br />Social Networks<br />Search<br />Conversations<br />Syndication<br />Social Bookmarks<br />Blogs<br />Audio<br />
    6. 6. Social Media is No Longer “New”<br />There is no doubt social media is important. It has changed the way people communicate, and It has changed business forever. And it has changed very quickly. The data shows manyt companies are just getting their feet wet. <br />Social Media is today like the Web was in the 90’s – everyone knew they need to use the web, manyt were unsure how<br /><ul><li>Only 14% of organizations have 2 years of experience with social media.
    7. 7. 50% have started their social media initiatives in the last two years.
    8. 8. 23% have plans of using social media in the future but have not started.
    9. 9. 13% have no plans for using social media soon.</li></li></ul><li>Why use Social Media<br />Today, 93% of organizations surveyed are using at least one social media tool as part of their marketing plan<br />Awareness & New Marketing Labs, 2009 Survey of 623 marketing executives at mid to large corporations<br />
    10. 10. According to a Center for Media Research report50+ percent of Marketers were using Using Social Media in 2010<br />Low Cost Marketing<br />We HAVE to Do It<br />Getting Traction<br />Why<br />
    11. 11. What People Are Saying<br />“Online users spend 22.7% of their time on social networking sites. That’s twice as much time as we spend on any other online activity.”<br />“You have to go to where the people are and attach yourself to what they want to do." <br />Jennifer Van Grove, Gist<br />David Carlick, VantagePoint Venture Partners<br />“Even a relatively small investment in social media marketing can have major payoffs for businesses of all sizes..” <br />Blue Fountain Media<br />
    12. 12. Evolution of Social Media<br />
    13. 13. Effectiveness<br />Only 12% would rate their Web 2.0 initiatives as Effective<br />
    14. 14. Effectiveness Raises Question on Measurement<br />Companies feel that Web 2.0/social media should be part of their branding/marketing but are still unsure about:<br /><ul><li>What are most effective things to do
    15. 15. Why they would use Web 2.0 and how to measure effectiveness
    16. 16. How to set up the best Web 2.0 approach to fit the company</li></li></ul><li>Organizational Maturity<br />Almost 40 % of surveyed have no social media process or strategy in place.<br />Only 23% have a strategy document.<br />The data suggests most companies are using social media tactically. Very few have a strategy in place, the guidelines, processes, focus and metrics to succeed long term. <br />
    17. 17. Tools vs. Strategy<br />
    18. 18. Beyond Engaging Customers<br />Social Media will be pervasive in the modern organization.<br />A tool to engage<br />Employees<br />Partners<br />Customers<br />Twitter lags behind other social media tools, but with 500m users, Facebook clearly stands out.<br />Our belief is that the tools are secondary.<br />
    19. 19. What Does Web 2.0 Meanfor Your Company?<br /><br />
    20. 20. Social Media is a new way of engaging and interacting with customers, partners and employees<br />It’s about People - Shifting Control to Customers<br />Broadcasting versus Participation<br />From formal announcements (press releases) from organizations to real-time micro-updates (tweets) by individuals<br />A New Business Paradigm<br />
    21. 21. Transparency and Authenticity<br />Participation, Listening and Acting<br />Quantity and Quality of Information – Value to Noise Ratios<br />Social media is important and requires investment<br />A Mind-Shift and a New Culture<br />
    22. 22. For 57% of organizations it is important or very important to combine social and enterprise content<br />Social Media supports a strategy<br />A customer service/customer support strategy<br />A marketing strategy<br />A product development strategy<br />Etc.<br />It is about an Integrated Experience<br />Social marketing will be a required skill<br />Social Media is Not a Strategy<br />
    23. 23. Web 2.0 is about an explosion of information<br />Content is only useful when it is relevant and timely<br />Finding the right content is critical<br />How much content about your brand exists online?<br />Make it easy to find on your site<br />Integrate content and search<br />Syndicate out<br />Consolidate content in<br />Unlocking the Value of Content<br />73% of surveyed organizations said Search was important or very important<br />
    24. 24. Successful Strategies<br />Guidelines and Recommendations<br /><br />
    25. 25. People<br />Strategy<br />Measurement<br />Resourcing<br />Promotion<br />5 Steps to Success<br />
    26. 26. 1. Get People On Board<br />
    27. 27. It’s about people<br />Acquire the right skills<br />Or hire the people who get it<br />It’s a culture shift – you have to live it<br />Get executive buy-in<br />Requires engagement and passion<br />1. Get People On Board<br />
    28. 28. “Companies that are venturing into social media need to understand that onyone who recieves a paycheck can affect the company’s strategies”<br />- Liana Evans, Social Media Marketing<br /><br />
    29. 29. 2. Develop a Strategy<br />
    30. 30. Can you create a community?<br />It may already exist<br />You can foster and promote<br />Create versus participate<br />Start a dialog with your customers<br />Find out your customers’ interests<br />Leverage your existing community<br />Find out who are the influencers<br />Plan for the long term<br />Milestones – it will take some time<br />Social media guidelines<br />2. Develop a Strategy<br />
    31. 31. Customer Expectations for the Web<br />Immersive<br />Personal <br />Social<br />Multi-Channel<br />
    32. 32. Content is King<br />The challenge is to unlock the value of your content.<br />Search<br />
    33. 33. 3. Clear Goals and Metrics<br />
    34. 34. 3. Clear Goals and Metrics<br />Social Media is ambiguous<br /><ul><li>What is your strategy?
    35. 35. What will you measure?
    36. 36. How much to invest?</li></ul>Best Practices<br />Hire someone who understands social media.<br />Establish a strategy with defined milestones.<br />Measure clicks, influence, buzz.<br />Focus on business results.<br />
    37. 37. Marketing<br />Leads, engagement, conversion<br />Corporate Communications & Public Relations<br />Listening, influence, awareness<br />Customer Support<br />Time to resolution, issues resolved - cost savings<br />Human Resources<br />Ramp-up, time to productivity, retention<br />Knowledge Management<br />Productivity, agility, efficiency<br />Product Development<br />Adoption and competitiveness<br />Social Media Driving Business Results<br />
    38. 38. 4. Resourcing<br />
    39. 39. 4. Resourcing<br />Establish the tools for building and participation<br />Wikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.<br />Brand consistency and control vs. participation<br />A platform, not tools<br />Establish the processes for listening<br />You must demonstrate you are listening<br />Roll out plan and guidelines<br />Who, How, When<br />Lead by example<br />Authenticity<br />Ensure you are properly staffed<br />Prepare for growth<br />
    40. 40. 5. Promotion<br />
    41. 41. It’s about an integrated marketing experience<br />Don’t promote social media as a silo<br />Cross links and integration with traditional marketing<br />Integrate persuasive and social content<br />Be active – participate<br />Go where the conversation is<br />Have something interesting to say<br />Watch it grow, listen, react<br />5. Promotion<br />
    42. 42. What's next ?Consolidation<br />What's next ?ROI<br />
    43. 43.
    44. 44. Questions<br />Visit for details on how we can help you with your social media strategy and a copy of this presentation. <br /><br />Time Saving Tips for Social Media Management<br />Thank You<br />@dandotelder<br /><br /><br /><br />Dan Elder, CKMP<br />Collaboration Specialist<br /> and Digital Media Advisor<br /><br />