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The presentation I gave at the Burlington Social Media breakfast on 2/1/10. The theme is around the idea that social media marketing doesn't take advantage of the real promise of social technology.

Published in: Business, Technology
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  1. 1. #btvsmb February 1, 2010
  2. 2. 1968 "In the future, everyone will be world-famous for 15 minutes." © Zeus Jones 2007
  3. 3. 1991 "On the web, everyone will be famous to fifteen people" © Zeus Jones 2007
  4. 4. 2007 Launched Zeus Jones with $100. © Zeus Jones 2007
  5. 5. Our insight: Fame driven by doing things for the community. Not by exposure in mass media.
  6. 6. Our realization: Fame can be logarithmic. 15 people each tell 15 people and so on... © Zeus Jones 2007
  7. 7. Zeus Jones mentions on Google: 43 February 2007
  8. 8. Zeus Jones mentions on Google: 43,000 May 2007
  9. 9. Marketing is about doing things for people. Not about saying things to them.
  10. 10. Social media is a place to do things for customers. Not just another place to say things to them.
  11. 11. The Vitrue 100 Social Media Index. Designed to capture a brand’s share of voice on the social web. The Vitrue SMI calculates scores about the brand’s social conversations. We apply a series of algorithms to reflect the frequency of usage, the size of the social media environment, and the magnitude of the conversation. The result is a single numeric score for each brand: the Vitrue Social Media Index (SMI).
  12. 12. Most social brand 2009. #1: iPhone #6: iTunes #8: Apple © Zeus Jones 2007
  13. 13. Key Apple “social” campaigns: Shut down popular community site Thinksecret. Sued the homebrew “Hackintosh” community Regularly threaten fan site admins. Sent 3rd grader a cease and desist letter. © Zeus Jones 2007
  14. 14. Apple is proof that transparency and two-way dialogue aren’t essential to “social” success.
  15. 15. Apple is proof that if you deliver more value you will be more “social.”
  16. 16. Our favorite social media marketing of 2009.
  17. 17. Favorite social media marketing 2009. Adobe on © Zeus Jones 2007
  18. 18. Favorite social media marketing 2009. Intuit Tax Almanac © Zeus Jones 2007
  19. 19. Favorite social media marketing 2009. Home Depot YouTube Channel © Zeus Jones 2007
  20. 20. Favorite social media marketing 2009. TJ-Maxx on Twitter. © Zeus Jones 2007
  21. 21. They are smart uses of social media and smart ties to the communities on each platform.
  22. 22. They are not designed to generate conversation.
  23. 23. They are services, not communications.
  24. 24. They are built on social technology.
  25. 25. More importantly, they are built on an understanding of what our customers are trying to do.
  26. 26. We measured the results by how much business they generated not by how much buzz.
  27. 27. Is it too early for some theory?
  28. 28. 2008 Social media marketing... "is about brands having conversations." Lloyd Salmons, chairman of the Internet Advertising Bureau social media council. © Zeus Jones 2007
  29. 29. Social media marketing built on AIDA model. Action is a result of awareness, interest and desire. © Zeus Jones 2007
  30. 30. AIDA is a product of communications. It’s a relic of a time when marketing’s most powerful lever was mass communications. © Zeus Jones 2007
  31. 31. Andrew Ehrenberg “Of the thousand and one variables which might affect buyer behaviour, it is found that nine hundred and ninety-nine usually do not matter. Many aspects of buyer behaviour can be predicted simply from the penetration and the average purchase frequency of the item, and even these two variables are interrelated.” © Zeus Jones 2007
  32. 32. Mark Earls “We think we have to change minds in order to change behaviour (in fact, the opposite is true).” © Zeus Jones 2007
  33. 33. Changing our behavior changes how we think.
  34. 34. Social media marketing is another attempt to change how we think.
  35. 35. Social media for marketers is a tool for changing behavior.
  36. 36. Thank you.