Social Media Marketing Overview Share

ESTABLISHING A SOCIAL MEDIA MARKETING PRESENCE Prepared by: Steven Oshinski and Ruthie Gelber April 29, 2009

SOCIAL MEDIA ,[object Object],February 17, 2009 In April 2009, two Domino’s employees posted a video of themselves preparing food at a franchise in North Carolina. The video was featured and discussed across the blogosphere and social networks prior to mainstream media picking it up. Two employees had the potential to take down a powerful household brand name. Within days, over 1 million views. Story picked up by New York Times, Wall Street Journal, Washington Post, USA Today, and the Associated Press.

SOCIAL MEDIA ,[object Object],February 17, 2009 In September of 2004, a member of an online bike forum posted that he could open his Kryptonite lock with a Bic pen. One day later, a fellow user posted a video of the lock being picked. Dozens of influential bloggers picked up the story. Days later, it ran in the New York Times , the AP, and hundreds of other media outlets.

SOCIAL MEDIA ,[object Object],February 17, 2009 This is NOT a fad. This IS a fundamental shift in the way brands and consumers communicate. Marketers MUST embrace it. “ Consumers are connecting with each other… In the process, they are either reinforcing marketing efforts or beating marketers at their own game by directly sharing their own experiences and thoughts … This is a game-changer.” - Dave Evans , founder of Digital Voodoo “ If you’re a B2B marketer and you’re not using social technologies in your marketing, it means you’re late . - Josh Bernoff, Forrester Research, blogger “ Content is the new democracy and we the people are ensuring that our voices are heard.” – Brian Solis, Principal of FutureWorks PR “ You cannot ignore this trend… your customers are there. You may go a little slower or a little faster, but you have to move forward. There is no going back.” - Charlene Li, Groundswell author, blogger

AGENDA ,[object Object],Today’s objectives are: February 17, 2009 Content & Foundation: Establish a common understanding of the meaning and implications of social media and social media marketing. Current Practices : Highlight how social media marketing is being used in the marketplace and the affect on consumers. Relevance : Initiate the conversation to create our viewpoint and strategy with regards to implementing social media marketing for us and for our clients.

DEFINITION ,[object Object],Social Media Marketing is: “ A shift in how people discover, read, and share content. It’s a fusion of sociology and technology, transforming monologue (one to many) into dialogue (many to many) and is the democratization of information, transforming people from content readers into publishers.” - Wikipedia 4/22/2009 February 17, 2009 Social media is an extension of brand and customer communications using alternative channels. Such interactions will be described as “conversations ”. In its simplest sense, social media marketing involves five core components explained in the next several slides: (1) What – the content (2) Who – the audience (3) Where & when – the platforms (4) How – the conversations & interactions (5) Why – the benefits for your product and brand

THE CONTENT ,[object Object],February 17, 2009 The amount of user-generated content is infinite. And conversations are happening 24/7, 365.

THE AUDIENCE ,[object Object],[object Object],February 17, 2009 THE AUDIENCE Who is participating in and listening to these online conversations? February 17, 2009 While you may target a specific audience, social media extends your content to others including both those you may desire and those you don’t. Target Audience (Direct): Core recipients you seek to obtain their attention and interactions Shared Audience (Indirect): Individuals engaged by Target Audience through exchanging content and conversations Peripheral Audience (Unintended): Individuals encountered through various inconsequential participations from searches to accident Target Shared Peripheral

THE AUDIENCE ,[object Object],How could this audience be segmented for greater understanding? February 17, 2009

THE AUDIENCE ,[object Object],Who is really participating and how influential is this mass? February 17, 2009 Impact Affect

THE PLATFORMS ,[object Object],February 17, 2009

THE CONVERSATIONS ,[object Object],February 17, 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE CONVERSATIONS ,[object Object],February 17, 2009 In traditional marketing models, most messages are one way. They are constructed by the company/marketer and delivered to the consumer. Traditional Marketing View Purchase Decision Purchase Awareness Consideration

THE CONVERSATIONS ,[object Object],February 17, 2009 In social media marketing, the process continues beyond purchase and becomes a two-way dialogue. Consumers also now play the role of the communicator (vs. just the marketer) by creating content, rating & reviewing purchases and sharing their experiences. Purchase Decision Purchase Social Media Marketing Awareness Post-Purchase Exp. Consideration

THE CONVERSATIONS ,[object Object],February 17, 2009 ,[object Object],[object Object],[object Object],[object Object]

THE BENEFITS ,[object Object],February 17, 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE SOCIAL MEDIA UNIVERSE ,[object Object],February 17, 2009 ,[object Object],[object Object],[object Object],[object Object],One of many evolving views is “The Conversation Prism”

THE SOCIAL MEDIA UNIVERSE ,[object Object],February 17, 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE SOCIAL MEDIA UNIVERSE ,[object Object],February 17, 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Conversations can be broken down into the following categories:

SOCIAL MEDIA UNIVERSE ,[object Object],February 17, 2009 Blogs A shortened form of blogging. Posts are limited to a restricted number of characters. Microblogs A website where one or more persons submit regular “posts” or entries. These can feature text, video, photos, etc. Readers are encouraged to post comments. RSS “ Really Simple Syndication.” A way for consumers to sign up to “subscribe” to a given news feed. Content from the selected site, blog, or microblog will be sent directly to the user whenever updated. Social Networks Online communities where people engage and connect. Users can build profiles, “friend” others, share media, and send or post messages. Social Bookmarking Users store, organize, and share bookmarks of web pages or blogs. Users can “tag” items in order to categorize them and help others find valuable content.

SOCIAL MEDIA UNIVERSE ,[object Object],February 17, 2009 Social News Sites Users post reviews, comments, and ratings of products and services. Message & discussion boards Users discover, rate, and share content from around the web. Media sharing Sites that allow users to submit, share, and comment on various forms of media, including videos, photos, and music. Virtual worlds Online computer-based simulated environments intended for users to inhabit and interact via avatars. Wikis Collaborative websites that allow multiple users to add and edit content. Widgets Applications that can be embedded within a webpage. These can be downloaded and used to stream content from a website.

METRICS ,[object Object],February 17, 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Number of posts tagged per week

CASE STUDIES ,[object Object],February 17, 2009 ,[object Object],[object Object],Domino’s also created a Twitter account to directly respond to consumers with questions or concerns, and responded to the blog that originally shared the video. The company has received praise for its social media response from outlets like the Wall Street Journal, New York Times, Forbes, and marketing blogs from around the country. http://www.youtube.com/watch?v=7l6AJ49xNSQ

CASE STUDIES ,[object Object],February 17, 2009 ,[object Object],[object Object],[object Object],Comcast is lauded for its innovative customer service system and timely, helpful responses across the blogosphere and in traditional media.

CASE STUDIES ,[object Object],February 17, 2009 Allowed employees to blog. They currently run a full network featuring thousands of employee blogs, allowing the public to see their wealth of talent and personality. Their innovative video series went viral, resulting in millions of downloads, thousands of subscribers, and a five-fold increase in sales. http://www.youtube.com/watch?v=DLOqwiGAPd4 Used its own customers to develop and create excitement about new ideas through its “My Starbucks Idea” site. Users submit, discuss, or vote on suggestions, and the top ones are featured in-depth on the “My Starbucks Idea” blog. Used blogging and social networking to connect with real moms. Engaged Moms and gained valuable feedback while reinforcing their dedication to child safety and motherhood.

CASE STUDIES ,[object Object],February 17, 2009 Both companies were exposed as having posted fake reviews on online discussion forums. Scathing coverage was rampant in both the blogosphere and traditional media (including the New York Times .) Loses credibility when it is revealed that a blog called “Walmarting Across America” which has been posting favorable Walmart reviews is actually sponsored by Walmart’s PR agency. Responded to an e-mail from a concerned blogger/customer by saying Target did not “participate with nontraditional media outlets.” Bloggers everywhere blast Target for ignoring their customers and only seeking traditional PR.

DOS AND DON’TS ,[object Object],February 17, 2009 Do Listen to your audience. Do Cede control. Don’t Try to delete every negative comment. Attempts at censorship are not tolerated. Don’t Scrap your business plan after one poor review. Do Be honest and transparent. Don’t Fake it. A deceitful site, blog, review or video will be found out. Do Respect the individual. Don’t Be a spammer. People will ignore what’s irrelevant and intrusive. Do Participate by posting original, timely and interesting content. Don’t Let your accounts go stagnant. No newly added material reads, “I don’t care.” Do Foster a positive culture. Happy employees & satisfied customers are your most powerful advocates. Don’t Obsess over negativism or out-spoken critics that thrive on combative dialogue. Some ground rules of the social media culture.

Wrap ,[object Object],February 17, 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DME CONSIDERATIONS ,[object Object],February 17, 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object]

REFERENCES & ADDITIONAL INFORMATION ,[object Object],February 17, 2009 CASE STUDIES: Domino’s http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html http://blogs.wsj.com/independentstreet/2009/04/20/dominos-response-offers-lessons-in-crisis-management/ Kryptonite http://www.micropersuasion.com/2004/11/the_art_of_list.html Comcast http://www.micropersuasion.com/2004/11/the_art_of_list.html http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm BlendTec http://mashable.com/2009/02/06/social-media-smartest-brands/ http://mashable.com/2007/09/27/blendtec-sales/ Starbucks http://www.readwriteweb.com/archives/my_starbucks_idea.php

REFERENCES & ADDITIONAL INFORMATION ,[object Object],February 17, 2009 CASE STUDIES: Graco http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=88835 IBM http://www.businessweek.com/magazine/content/08_22/b4086056643442.htm Wal-Mart http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm Belkin http://www.thedailybackground.com/2009/01/16/exclusive-belkins-development-rep-is-hiring-people-to-write-fake-positive-amazon-reviews/ Carbonite http://pogue.blogs.nytimes.com/2009/01/27/carbonite-stacks-the-deck-on-amazon/ Target http://www.nytimes.com/2008/01/28/business/media/28target.html?ref=business

REFERENCES & ADDITIONAL INFORMATION ,[object Object],February 17, 2009 Social Technographics Ladder http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html Conversation Prism http://www.briansolis.com/2009/03/conversation-prism-v20.html Facebook statistics http://www.facebook.com/press/info.php?statistics YouTube Statistics http://www.youtube.com/t/fact_sheet Twitter Statistics http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success Social Media Video http://www.commoncraft.com/socialmedia POST Model http://blogs.forrester.com/groundswell/2007/12/the-post-method.html

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