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Social MediaMarketing ‘Carte

Blanche’?

Yann Ropars – yann@extanz.com – Extanz :Social Media Marketing & PR 2.0

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Agenda

• Some Stats• Examples – B2B / B2C• The New Media Deal

– Distribution: You Own it– Relevancy – Google Sauce– Building Trusted Relationships – Online – Lead Generation: Hyper Targeting

• Predictions• Using Social Media For Your Company

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Traditional Marketing Plan

• Trade shows• Seminars• Email blasts• Cold calls – TeleMarketing• PR - Advertising

Picture credit:  jasoneppink on Flickr

“Interruption Day Marketing”… is being shielded against…

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Demographics

Source: Rubicon ConsultingSept 20083,500 people sample

… beware… the fastest growing segment is above 25 years of age

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Social Networks: Audience and Growth

Unique Audience: Growth (year over year):

59 Million 1%

39 Million 116%

2.3 Million 343%

2.9 Million 251%

12 Million 193%

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Barack ObamaDuring the 2008 Election, Obama used social media in ways no other candidate ever has. Some say that the Internet and social media won Obama the election.

Facebook Fan Page: 3.2 million fans

Facebook Application: 164,551 subscribers

MySpace Page: 1 million plus friends

Twitter: 145,357 followers, 150,423 following (the single most followed entity on Twitter)

Obama’s campaign created an iPhone Application

Created his own social network: MyBarackObama.com

Source: www. zenogroup.com/blog/

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TV.WineLibrary.com

Gary Vaynerchuk’s daily 15 minute wine tasting video blogs on TV.WineLibary.com have attracted 25,000 viewers.

His New Jersey liquor store brings in $50 million a year.

Gary has been featured in many national media outlets such as, Late Night with Conan O’Brien, The Ellen Degeneres Show, Time, Forbes, GQ, Washington Post, USA Today and many more…

Source: Winelibrary.com Totally UncorkedBy Joel Stein TIME

Wine Tasting Video Blog

2008 iTune Best Of Video Blog

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Motrin by J&J… Oops

Johnson & Johnson offended some mothers with an online and print campaign for Motrin that implied moms carry their babies as fashion accessories.

Several influential bloggers began expressing their outrage on Twitter, which was turned into a YouTube video titled “Motrin Ad Makes Moms Mad”

The Motrin ad was pulled from all media shortly after and they posted an apology on their website.

Source: How Twittering Critics Brought Down Motrin Mom Campaignby Michael Learmonth and Rupal Parekh Advertising Age

Beware…

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Wholefoods… Oops

For 7 years Whole Foods CEO John P. Mackey had an online alter ego using the pseudonym Rahodeb.

Mackey typed out more than 1,100 entries on Yahoo Finance’s bulletin board, championing his company’s stock and occasionally blasting a rival, Wild Oats Market.

Mackey’s alias surfaced in a footnote in a 40-page court document filed by lawyers for the Federal Trade Commission on June 6th.

Source: New York TimesWhole Foods Executive Used Alias By ANDREW MARTIN New York Times

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Syndicom Inc, Health 2.0

•Health network for Spine Surgeons and other critical surgery <$5Million.

•Started a blog, podcasts, connected with customers online (Linkedin, Facebook…)

Results:•Alexa.com ranking from 7,100,000th to 475,000th in 3 months•Google Alert is picking up their blogs•Web traffic up 10-20% month over month•10% increase in membership

www.Syndicom.com

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RSS 2.0 … Internet tipped in 2005

-You can - Distribute PR content- Share your content - Replicate content

- Maximize your brand digital footprint

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The Name of the Game

[ref. algorithm]

Eric Schmidt, CEO, Google.

Nov 2008, AdAge

“We don’t want you to be successful” … “The fundamental way to increase your rank is to increase your relevance.”

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The Ever Growing New Way… To FIND INFORMATION and PRODUCTS

More and more internet rankingsare based on internet conversations(blogs, video blogs, micro-blogs…)

The Social Graph is growing as a sales mechanism.

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Who is your bread maker?

• Trust & business: Online networks are no different.

• Quality = Relevancy = Stickiness• The higher purpose is customer

centric.Higher Purpose

Company A Company B Company C Company D

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Lead Generation via Social Media

BTW…

Are you members of Groups? Have you created groups? Linkedin, Facebook?

Examples

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Why have a business blog?

• Gain Visibility as a Thought Leader.• Engage Customers in a Dialogue.• Every Blog Article is an SEO Opportunity.• Blogs Are Link Bait.• Humanize Your Brand.• In Google, Fresher Content = Better Website.

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Predictions

• SEO & PR are merging.• The Social Graph is the basis of viral

marketing.• A brand’s digital footprint is becoming

its biggest marketing asset.• Trends: Relevancy, transparency,

reciprocity, trustworthiness, swarming.

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Using Social Media For Your Company

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7 Major Steps

1. Set clear goals for the brand2. Set up a blog [inside your site]3. Build your digital footprint 4. Create and ‘feed’ excellent content to

increase ‘relevancy’5. Optimize your content (blogs, pictures, videos)

6. Reach out to your customers and beyond7. Mirror online all offline activities

Extanz.comSimplified principles of an RSS Architecture

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Mirror Your Activity

Offline and Traditional Marketing & Web 1.0

Social Media MarketingWeb 2.0 Marketing

1.0

Audience

2.0

1999 ---

2009 ---

“Should We have a Website?”

“Should We have a Web 2.0 Strategy?”

Photo Credit: Mirror Lake by Claude@Munich on Flickr.com

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Thank youYann@extanz.com