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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 Association ―TechnoMarketing‖ 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:
clients.marketingsavant.com/nmama
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
So, What Is Social Media?
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. http://www.wikipedia.org
Social Media: Defined!
Why Social Media?
1) Social-networking sites are officially more popular than porn sites.
2) 78% of people trust the recommendations of other consumers.
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
2009 2050?
Digital
Non-Digital
Today
Source: Google1996
More Simply Put:
―Social Media is
people having
conversations
online.‖
From Monologue to Dialogue
The old communication
model was a
monologue.
We‘ve entering (or,
area already in) the
market dialogue, or
market conversation!
Source: Brian Solis via Flickr
The conversations are powered by…
Blogs
Widgets
Micro Blogs
Online Chat
RSS
Social Networks
Social Bookmarks
Message Boards
Podcasts
Video Sharing Sites
Photo Sharing Sites
Virtual Worlds
Wikis
(…just to name a few)
How do YOU
participate
online?
10 Questions For You
1) Do you read blogs? Which ones?
2) Do you have a personal blog? What's it about?
3) Do you participate in at least one social network? Which one?
4) Have you ever uploaded a video online? What did you use to do
it?
5) What's your favorite search engine. Why?
6) Have you ever used an online classified service like craigslist?
7) Besides making phone calls—how else do you use your mobile
phone?
8) Have you ever registered a domain name?
9) Do you use social bookmarks or tagging?
10) Do you use a feed reader of some sort? Which one? Why?
*
Who Participates in Social Media?
“The Toolkit”
Learn to Blog
Foundation of
content/consistency/
connection
Metaphor for Social
Media & networking
Transferable skills to
video & social nets…
Transferrable benefits
to SEO, SEM & TLM
Evolution of a Multiple Blog Strategy
Micro Blogging
Monitor conversations
Use for promotions
Live ‗twittering‘ from
events
Source for breaking
info
For the hyper-involved
Social Networks
To learn to express
opinions
To share experiences
To make friends
To participate
To find a job
To sell something
Niche Networks
Over 350,000 pets
Approx. 700 new each day
Beyond Students
Real Estate
InvestmentsMoms
My Space Politics
Create a group & discussion
Connect with professionals
Connect with customers
Ask questions
Approach prospects
Create a Page!
Start a Cause
Enlist Supporters
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
1) Meet your peers. Facebook is not just for
college kids anymore.
2) Find business contacts. Not only are your
friends on Facebook, so are your prospects,
your customers, and, of course, your
competitors. You need to be on too.
3) Instant gate opener. You can easily begin a
dialog with highly successful—even
famous—people who were previously
otherwise unreachable.
4) Build relationships. By engaging in
conversations with your prospects and
customers, you can better adapt your
marketing and business services to meet their
needs.
5) Raise visibility. By consistently showing up,
posting relevant information, and being a
thought leader, you can increase visibility
and credibility as an expert in your area.
6) Develop your personal brand. You can reveal as
much or as little about yourself as you wish,
allowing you to personalize your brand.
7) Target your niche. Users volunteer vast amounts of
information about themselves that you can readily
access. These kinds of demographics,
psychographics, and technographics would
previously have cost fortunes to access. Author, John
Battelle, calls Facebook a ―database of intentions.‖
8) Get rapid top Google placement. Create a Page
for your business and ‗‗push‖ information to your
―fans.‖
9) Place targeted ads. With Facebook Social Ads, you
can test out extremely targeted advertising for
minimal cost.
10) No cost marketing. Aside from paid ads, Facebook
is totally free to use and with regular activity you‘ll
end up with more traffic, more subscribers, and
more paying clients.
The Many Opportunities for Marketers
Advertising
Banner Ads
Contextual//NewsFeed/Flyer Ads
Social Ads
Marketing
Facebook Pages and Sponsored Groups
Beacon
Word of Mouth/Interaction
Applications
Intelligence
Profiles and Network information
Public Groups
MySpace
Create a Page!
Connect with Millennials & Alumni
Customer Community
Customers gain access to the significant corporate resources
Connect to current and ex-employees with whom I feel a real camaraderie
Endless opportunities for doing business with other employees regionally, nationally, or globally.
Involvement in initiatives of mutual interest such as community projects
Idea-Centered Communities
Small business focused credit card company is changing the business financing discussion through ideas
Created ideablog.com to stir the conversation about what it stands for
Positioning itself as the most helpful credit card company to small business
Involved in other small business related causes to help developing countries
Online resources for small business owners just getting started
Collaborative Idea Generation
Leverage the wisdom of crowds/customers to improve the company
Submit, vote, watch, see what gets put into action
Integrate into other TLM activities
Dell
Oracle
Starbucks
Social Bookmarking & SMO
Thought leadership
through links
SEO Links (bookmarks
travel)
Brand exposure
Socialize your content
Virally enable your site
Can be active or
passive
Del.icio.us & Others Like It
One click saving
Tagging
Sharing (multiple forms)
Shared wisdom
RSS feeds
Portable
Collective influence
Internal knowledge share
RSS & Syndication
Part of a smart SEO strategy
Leverage for:
Inbound traffic
Spam-free channel
Advertising
Rich media distribution
Set your content free
Combine with widgets
Podcasts & Vodcasts
More human &
emotional than
blogging
Share thought
leadership
Low investment
Easy distribution
Differentiator
Share Things
Like Photos… …and Videos
Tell The World - PR 2.0
“The Good”
Jones Soda – Youth BlogsCompany: Jones Soda
Industry: Consumer Packaged Goods
Blog URL: http://www.jonessoda.com/blogs/
Launch Date: Multiple (individual bloggers)
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
skateboarders,
Blogging Model:
•Loose connection of independent youth &
athlete bloggers
•Event driven marketing/blogging
•Community building as a corporate strategy
Brand Community
[Blogs]:
•Built on context and
relevance of content
•Consciousness of
kind
•Create a community
around yourself
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!
Widget
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
Generated $150M
45% of customers book
again
July ‘07, blog attracted
100k visits, 40M
uniques
Past 12 months, blog
has received 6,200
comments (20 per day)
Integrated Social Media Strategy
Goodwill Repositioning
Blog
YouTube
MySpace
ebay Store
A Few Stats
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 Goodwill shoppers
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 shoppers
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%
http://dcgoodwillfashions.blogspot.com/
“The Birmingham-based chocolate firm said
the comeback was a response to online
petitions and campaigns on social
networking sites such as Facebook and
Bebo..”
Cadbury Wispa Comeback
80‘s candy bar brought
back to life
Facebook group, online
petitions, social media
buzz
Cadbury was listening!
http://news.sky.com/skynews/Home/Sky-News-
Archive/Article/20082851280368
Jeep‘s ―Jeep 2.0‖ Strategy
1. Portals (using contextual/Google and behavioral/AOL targeting)
2. An IM avatar development program
3. Online video - A new campaign site which was redesigned to host rich-media offerings like video vignettes
4. Virtual "test drives―
5. Ads on free music download sites with viral marketing (pass this song on to your friends capability)
6. Microsites
7. Traditional TV with product placement
8. Events and bowl games - An online fantasy football sponsorship w/print component
9. Print ads
Jeep –
The way beyond trail
A choose your own adventure
interactive film
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
film
InDecision 2008
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.
How They Stacked Up
Source: Jeremiah Owyang
“The Bad”
Digital & Social Media Conversations
“There’s a real cost to ignoring the conversation.”
No Love for Iams
What if half the store shelf
said, “Don’t Touch This?”
Wal-Mart:
Disclose, Disclose, Disclose!
Comcast Learns Social Media…
Comcast tech filmed
sleeping…waiting for his own
customer service team.
A viral video & blog sensation (of
course!)
Popular blogger ‗Tweets‘ his
Comcast woes
Comcast calls him 20 min later
and resolves his issues!
“The Ugly”
Kryptonite: No Match for Blogs!
―Rahodeb‖
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.
http://online.wsj.com/article/SB118454129429667079.html?mod=opinion_main_review_and_outlooks
Other Notable Disasters
“Content is the new democracy
and we the people, are ensuring
that our voices are heard.”
Brian Solis, “The Social Media Manifesto”
So, Now What?
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, Twitter, etc…/Events
Monitor these conversations:
Find your brand using Google Alerts, Keotag.com, Boardreader.com and Technorati.com
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
head-on.
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
home page.
Employ a team of
bloggers.
Provide guidelines to
bloggers.
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
customer base
Increase long-term
lifetime value
Involve them in
something meaningful
Know what customers
really want to buy
Crowdsource Your Next Big Idea
Define an idea
management process.
Design and develop the
online community.
Promote the community
with your customers.
Invite them to contribute.
Post questions to spur
their thinking.
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,
etc…
Build applications for them in
their networks.
Assign someone in your
organization as the
‗community manager‘.
If you build it, they won‘t
come – put together a sound
seeding strategy
Share Photos and Videos Online
Create a brand channel on
YouTube.
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
video.
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:
ReachHow many people are influenced by our social & digital media efforts?
AcquisitionHow much of their attention have we acquired through connections, website visits, and time spent engaging with us?
ConversionHow many have we ‘converted’ toward the ultimate goal (subscription, sales, leads, registrations, evangelists, etc.)?
RetentionAre 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?
RACR (Reach, Acquisition, Conversion, Retention)
MEASURE
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
Be Consistent Calendar your activities – daily, weekly, monthly
routine
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
Join LinkedIn
Anyone not visited YouTube yet? Look for your favorite things there too
New Media Extra Credit
Become a regular commenter on blogs that interest
you
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
RSS feeds
Get a Flickr account to share photos
Next Generation Communication: Social & Digital Media
Q & A
Need help after the presentation? Email dana@marketingsavant.com