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Social Media today: Marketing in new ways

May 2012

Roadmap:Quick Background

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Top Themes in Social

Media Like • Comment • Share

Time for Questions?

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Today, people will…

Make 375,000 editsto Wikipedia

Tweet 340 million times

Upload 70,000 hours of video to YouTube

Upload 250 million photos toFacebook

Create 100,000new blogsusingWordpress

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The need to createSocial Media is. . .

the need to connectAnd

The social media network

We are on a journey

AnalogWorld

DigitalWorld

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Devices are magnifying this trend

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Social Media is marketing in a different way

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This is disrupting the norm

But why should we care?

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2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.

6 themes to consider

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People first. Platforms second.

Each one of us is at the center

15*Paul Adams

Brand Sitesproduct/brand information

CRMon-going relationship

building

MobileInstant product support

and entertainment

Loyaltyunified promotions and

rewards

Socialprograming that drives

conversation, participation and sharing

Paiddrive mass awareness

and trial

PartnershipsOccasion-based and entertaining content

In StoreSeamless integration to

place of purchase

Social marking can not live in a vacuum…

SOCIAL

PAID

IN STORE

BRAND SITES

CRM

MOBILE LOYALTY

PARTNERSHIPS

Twitter

Facebook

YouTube

Pinterest

.Com

Email Mobile

Blogs

.Comproduct/company

information, questions, coupons

Emaildirect, personal digital

communication

Mobileone-on-one

communication, personal connection to channels

and networks

Blogsone-to-many, opinion

communication

Twitterpublic, quick,

interest-driven, text-based communication

Facebookconnecting and engaging within a broader personal

network

YouTubepublic, video-based

information and entertainment

Pinterestopen, visual, simple,

interest-based curating

… And neither should each platform

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What are the implications of this?

• The first question in every strategy should be centered around your customer, and what need will this fulfill for them

• Don’t create a “Facebook Strategy”

• Be platform agnostic • It’s the relationships that matter

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Rumors of Facebook’s demise are greatly exaggerated

By the numbers….

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http://www.blogherald.com/2012/02/15/facebook-2012-infographic/

The experience is expanding beyond a status update

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These new tools are expanding the experience on Facebook

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What are the implications of this?

• As we think about how to leverage social platforms, expand your horizons

• Don’t reinvent the wheel • Success will be a combination of paid and organic

strategies

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It’s easier to share

• Social media has evolved from long form content to push buttons

Source: http://blog.eladgil.com/2011/12/how-pinterest-will-transform-web-in.html

Our attention spans are shrinking

Push Button & Curating

Long form

Short form

2000 2012

Find an image at the original source…

…Post to Pinterest…

…to Facebook or Twitter...

…back to Pinterest…

Ultimately, Pinterest facilitates cross-platform sharing.

But does its ease push away consumers?

http://www.flickr.com/photos/oliverjd/6310449752/

What is the impact of all of this?

• Whatever you do, keep it simple!

• The shinny object, is not necessarily the right object

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Ceding control of your brand will be rewarded with loyalty.

• New media landscape gives control to anyone with a mobile phone and a keen eye for content

• News outlets (CNN to YAHOO) leverage citizen journalists to aide in their storytelling

• Brands are beginning to offer a platform for consumers to submit user generated content (UGC)

• They gamify the experience to provide a reason for return engagements

Contributor networks give power to their people

Crowdsourced Hamburger

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Video to go here

What are the implications of this?

• Social networking is disrupting traditional models.

• Seize the initiative before it disrupts your category and your business.

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Influence infiltrates all.

Extensions of your daily graph

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Levi’s

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What are the implications of this?

• You’ve got new marketing tactics to leverage

• You can optimize your media spend even further

• Your social influencers can bring in more consumers

• You need new metrics for evaluating customer value

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Measurement: Listen, Mine, Monitor and Ladder-Up.

Listening: Conversations That Mention You

ListenUnderstand what people are saying

EducateDistribute valued

content

EvolveGive your customers a voice in your business

EnergizeActivating your

advocates

AddressBe a resource for your

customers

Mining: Find your White Space

Monitoring: Test and learn

New Tools exist to provide much more in-depth information about your content

Page 40 © 2010 Razorfish. all rights reserved.

From a Social Analytics Perspective, Our Goal is to Measure Social Across Channels

EmailSocialClient DataSearch .comDisplay

Profiles &Segments

Email metricsConsumer &

Business MetricsSite metricsSocial metrics Media metricsMedia metrics Attitudinal

Silo reports provide a detailed view at a channel level and have a role in optimizing channel performance.But this can/must be improved to tell a cross-channel story with comprehensive tagging, data collection,

and analytics strategies.

Mobile

Mobile metrics

Apps

Apps / Client Data

Recap: 6 themes to consider

1. People first. Platforms second.2. Rumors of Facebook’s demise are greatly

exaggerated.3. It’s easier to share.4. Ceding control of your brand will be rewarded

with loyalty.5. Influence infiltrates all.6. Measurement- Listen, Mine, Monitor and Ladder-

Up.

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Thanks

Nader Ali-HassanAssociate Director, Social Media@nadees