Next Generation Communication:
Social & Digital Media
New Mexico AMA – March 19, 2009
Dana VanDen Heuvel
Dana is the founder of The
MarketingSavant Group and a
widely recognized specialist in
emerging marketing technologies such
as blogging, social media, RSS,
Internet communities and interactive
marketing trends and best practices
and speaks regularly on these topics
at industry events. Dana is the creator
of the American Marketing
training series and the author of the
AMA‘s Marketech ‘08 Guide To
Marketing Technology and the recent
e-book, Social Networking: MySpace,
YourSpace and TheirSpace.
After-Event Slides & Resources
The slides and resource links are available
electronically after the event:
The Key Topics We’ll Explore:
1 | Defining Social Media – What is it, Who’s Using It?
2 | Social Media Toolset
3 | Social Media Cases – Good, Bad, Ugly
4 | The Social Media Implementation Plan
5 | Questions?
Social Media: Defined!
SOCIAL MEDIA IS AN UMBRELLA TERM
THAT DEFINES THE VARIOUS ACTIVITIES
THAT INTEGRATE TECHNOLOGY,
SOCIAL INTERACTION, AND THE
CONSTRUCTION OF WORDS,
PICTURES,VIDEOS AND AUDIO.
Why Social Media?
1) Social-networking sites are officially more popular
than porn sites.
2) 78% of people trust the recommendations of other
3) People are talking about your organization or
industry right now!
4) Social media ―is only going to become more
pervasive and as such, become a critical factor in
the success or failure of any organization.‖
5) Tomorrow‘s consumers are today‘s ―digital natives.‖
Where Everything Is Headed
1996 2009 2050?
More Simply Put:
―Social Media is
From Monologue to Dialogue
The old communication
model was a
We‘ve entering (or,
area already in) the
market dialogue, or
10 Questions For You
Do you read blogs? Which ones?
Do you have a personal blog? What's it about?
Do you participate in at least one social network? Which one?
Have you ever uploaded a video online? What did you use to do
What's your favorite search engine. Why?
Have you ever used an online classified service like craigslist?
Besides making phone calls—how else do you use your mobile
Have you ever registered a domain name?
Do you use social bookmarks or tagging?
10) Do you use a feed reader of some sort? Which one? Why?
Use for promotions
Live ‗twittering‘ from
Source for breaking
For the hyper-involved
To learn to express
To share experiences
To make friends
To find a job
To sell something
Over 350,000 pets
Approx. 700 new each day
My Space Politics
Create a group & discussion
Connect with professionals
Connect with customers
Create a Page!
Start a Cause
Recruit new hires
How Big is Facebook?
Over 120 million active users
Adding 250,000 new users each day since Jan 07
4th most trafficked website
Most trafficked social media site
Top Social Search Engine
More than 55,000 networks
More than half are outside of college & fastest
growing demographic is 25 years or older
10 Reasons to be Active on Facebook
Develop your personal brand. You can reveal as
Meet your peers. Facebook is not just for 6)
much or as little about yourself as you wish,
college kids anymore.
allowing you to personalize your brand.
Find business contacts. Not only are your
Target your niche. Users volunteer vast amounts of
friends on Facebook, so are your prospects, 7)
information about themselves that you can readily
your customers, and, of course, your
access. These kinds of demographics,
competitors. You need to be on too.
psychographics, and technographics would
Instant gate opener. You can easily begin a previously have cost fortunes to access. Author, John
dialog with highly successful—even Battelle, calls Facebook a ―database of intentions.‖
famous—people who were previously Get rapid top Google placement. Create a Page
otherwise unreachable. for your business and ‗‗push‖ information to your
Build relationships. By engaging in
conversations with your prospects and Place targeted ads. With Facebook Social Ads, you
customers, you can better adapt your can test out extremely targeted advertising for
marketing and business services to meet their minimal cost.
needs. No cost marketing. Aside from paid ads, Facebook
is totally free to use and with regular activity you‘ll
Raise visibility. By consistently showing up,
end up with more traffic, more subscribers, and
posting relevant information, and being a
more paying clients.
thought leader, you can increase visibility
and credibility as an expert in your area.
The Many Opportunities for Marketers
Facebook Pages and Sponsored Groups
Word of Mouth/Interaction
Profiles and Network information
Create a Page!
Connect with Millennials & Alumni
Customers gain access to
the significant corporate
Connect to current and ex-
employees with whom I feel
a real camaraderie
Endless opportunities for
doing business with other
nationally, or globally.
Involvement in initiatives of
mutual interest such as
Small business focused credit card company is
changing the business financing discussion
Created ideablog.com to stir the
conversation about what it stands
Positioning itself as the most
helpful credit card company to
Involved in other small business
related causes to help developing
Online resources for small
business owners just getting
Collaborative Idea Generation
Leverage the wisdom of
improve the company
Submit, vote, watch, see
what gets put into action
Integrate into other TLM
Social Bookmarking & SMO
SEO Links (bookmarks
Socialize your content
Virally enable your site
Can be active or
Jones Soda – Youth Blogs
Company: Jones Soda
•Loose connection of independent youth &
Industry: Consumer Packaged Goods
Blog URL: http://www.jonessoda.com/blogs/
•Event driven marketing/blogging
Launch Date: Multiple (individual bloggers)
•Community building as a corporate strategy
David vs. Goliath:
•Grassroots marketing efforts
•Well targeted to Gen-Y consumer base
•Blogs align with underground image and the
brand stewards, (non-traditional athletes) notably
•Built on context and
relevance of content
•Create a community
Indium Social Media Strategy
25% reduction in marketing spend
Major account wins
Entire organization involved
in the ‗community‘
Twitter Community Lends Support
$3500 Collected In The First 15-hours!
Voltz & Grobe (Diet Coke + Mentos)
20M video downloads
$10M in free publicity for Mentos
½ its annual marketing budget
1.5B ad impressions for Coca-Cola
Southwest is Winning with Widgets
2 Million Downloads
45% of customers book
July ‘07, blog attracted
100k visits, 40M
Past 12 months, blog
has received 6,200
comments (20 per day)
Integrated Social Media Strategy
A Few Stats http://dcgoodwillfashions.blogspot.com/
Over 11,500 unique visitors to the virtual fashion show 9/12 launch
Over 42,000 page views
16% of fashion show visitors have been converted into online
Fashion Show Visitors from 31 countries and 48 states plus DC
48% of fashion show visitors are from the DC, MD, VA region (the
area we serve)
Blog is averaging between 600 & 700 visitors a week
5.6% of blog visitors are being converted into online Goodwill
Blog visitors from 77 countries and all 50 states
Brick & mortar stores during the two weeks following
the launch of the fashion show:
Customer count + 6.6%
Rack sales (clothing) + 16.5%
Total sales + 8.275%
Cadbury Wispa Comeback
80‘s candy bar brought
back to life
Facebook group, online
petitions, social media
Cadbury was listening!
“The Birmingham-based chocolate firm said
the comeback was a response to online
petitions and campaigns on social
networking sites such as Facebook and
Jeep‘s ―Jeep 2.0‖ Strategy
Portals (using contextual/Google and behavioral/AOL targeting)
An IM avatar development program
Online video - A new campaign site which was redesigned to host
rich-media offerings like video vignettes
Virtual quot;test drives―
Ads on free music download sites with viral marketing (pass this
song on to your friends capability)
Traditional TV with product placement
Events and bowl games - An online fantasy football sponsorship
The way beyond trail
A choose your own adventure
User integrates him/herself directly
into the video and story reflects
their personal registration selections
Program provides clues in exchange
for ―tell a friend‖
Product directly integrated and
demonstrated through plot line of
Both campaigns provided amazing lessons
This is what social media is all about. This campaign is the product
of superior multi-channel audio, video and text content distribution
using new and traditional media platforms.
Getting the message out.
Keeping the message fresh.
Sticking to the story.
Tracking and staying in touch with the interested visitor.
Developing a worthwhile engaging relationship with those who
can support you and your concerns.
Comcast Learns Social Media…
Comcast tech filmed
sleeping…waiting for his own
customer service team.
A viral video & blog sensation (of
Popular blogger ‗Tweets‘ his
Comcast calls him 20 min later
and resolves his issues!
Unethical, covert blogging by Whole
Foods CEO John Mackey
According to FTC documents, Mackey
had been posting comments for the
past eight years until last August.
Accused of hyping his
own company's stock
and running down rivals.
Social Media Strategy in 8 Parts
Part 1: Learn to Listen
Part 2: Join the Conversation
Part 3: Start a Blog (or… Be the Media)
Part 4: Tap into Your Community
Part 5: Crowdsource Your Next Big Idea
Part 6: Harness the Power of Social Networks
Part 7: Share Photos and Videos Online
Part 8: Measure Your Success Online
Learn to Listen
Where are your customers online/offline?
Blogs, Social media tools (e.g. LinkedIn Answers), Discussion Forums,
Monitor these conversations:
Find your brand using Google Alerts, Keotag.com, Boardreader.com and
Use a central tool to track the different conversations happening around
your company. Most online conversations are RSS enabled, barring a few
Yahoo! groups that don’t support RSS. Use a RSS reader (e.g.
Bloglines.com) to gather all these conversations into a central repository
and create a folder that you check on a daily basis.
For Example: Best-in-class organizations pursue social media listening as a daily
discipline and have a response strategy to engage in the conversation if necessary.
Join the Conversation
Be transparent. Be open and
honest in all communication.
Be ethical. Live by the WOMMA
Practical Ethics Toolkit
Be relevant. Share information
and perspectives that are valuable
to the online community
Personalize and be personable.
Address negative discussion
Court evangelists & advocates.
Even if you‘re not ready to join the conversation, it pays
to have a sound strategy for dealing with any social
media conversation taking place about your brand.
Be the Media (or, Start a Blog)
Feature a link to the
blog on your company
Employ a team of
Provide guidelines to
Share company news and thought leadership.
Post a combination of written word, photos and video.
Link generously to other digital influencers.
Allow moderated comments to foster a two-way conversation.
Tap Into Your Community
Community members can
be worth 30% more
Tap the power of your
Involve them in
Know what customers
really want to buy
Crowdsource Your Next Big Idea
Define an idea
Design and develop the
Promote the community
with your customers.
Invite them to contribute.
Post questions to spur
Celebrate great ideas.
A Crowdsourced Business
Seventh Generation, a leading green consumer
products company, used a crowdsourcing approach to
design an eco-friendly diaper bag as part of its Wee
Generation campaign. Mommies, children and leading
environmental experts collaborated to design a state-
of-the-art, limited edition bag, which Seventh
Generation now sells.
Harness the Power of Social Networks
Connect with your customers
in their network.
Facebook, LinkedIn, MySpace,
Build applications for them in
Assign someone in your
organization as the
If you build it, they won‘t
come – put together a sound
Share Photos and Videos Online
Create a brand channel on
Upload your company‘s videos to
your YouTube channel
Adds to your search results
• Promote your company‘s YouTube
channel or specific videos on your
Web site, emails, newsletters.
Engage your audience by
encouraging them to add
comments, rate videos, share
Update your content frequently to
keep it fresh. This is critical to keep
people coming back.
Measure Your Success Online
The value of social media presence can be calculated by simple methods:
How many people are influenced by our social & digital media efforts?
How much of their attention have we acquired through connections,
website visits, and time spent engaging with us?
How many have we ‘converted’ toward the ultimate goal (subscription,
sales, leads, registrations, evangelists, etc.)?
Are we reducing customer churn, lowering our overall cost to serve,
increasing the purchase value/volume/frequency, and growing the lifetime
value of our customer base?
Another take on the process of measuring social media value
Source: Forrester Research
“Every brand needs to be relevant and part
of a community. They need to open a
dialogue with their consumers, but they also
need to be prepared for what could be
negative feedback and I don’t think all
marketers are ready for that.”
- Bob Ivins, EVP, comScore
Five Keys to Success
Be Generous With Your Knowledge
Share beyond the marketing speak
Calendar your activities – daily, weekly, monthly
Always Deliver Value
Listen, think, revise, teach, repeat
Take A Stand
Take your strong positions to market
Focus On The Long-term Benefits
Track your results in months & years
New Media Homework!
Find blogs in your area of interest
Seek out podcasts for marketers (or whatever you
fancy) in iTunes or Podcast Alley
Sign up for a free RSS reader (Bloglines, Google
Reader) and consume feeds
Anyone not visited YouTube yet? Look for your
favorite things there too
New Media Extra Credit
Become a regular commenter on blogs that interest
Join Facebook & ask a question on LinkedIn
Start a blog of your own on a topic of your choice
Create a podcast
Switch over some of your newsletter subscriptions to
Get a Flickr account to share photos
Next Generation Communication: Social & Digital Media
Need help after the presentation? Email firstname.lastname@example.org