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Influencing Brand BuzzInfluencing Brand BuzzPresented by: Jerranna Cannady, The Stone Agency
Guest Speaker: Jason Weaver, Sway, Inc.
Today’s Presenters
Jerranna Cannady Jason WeaverMarketing StrategistThe Stone Agency
CEOSway, Inc.
Presentation Overview
• Separating Hype vs. RealitySeparating Hype vs. Reality• What is Social Media• Benefits of Social Media• Benefits of Social Media• Setting ExpectationsB d ti• Budgeting
• Tools and Techniques• Getting Started• Summary
Separating Hype vs. Reality
• People have been talking in communities forever –People have been talking in communities forever technology is just a new enabler, flattening the world
• Social media is not a fad – apps can bepp
• Social media is not taking over traditional media however, more and more, this is where consumers are and they expect you to be there too
• Social media is not about building your email database and it’s not about transactions
Social Media is About Connecting
“‘It appears Twitter is playing an i t t l timportant role at a crucial time in Iran. Could you ykeep it going?’ ”
P J Crowley the White HouseP.J. Crowley, the White House assistant secretary of state for public
affairs to Twitter CEO requesting postponement of a critical upgrade
scheduled earlier this week.
Social Media Tools are Diverse
Its not about the tools of whichtools, of which there are many,
its about building relationships.
Social Media is Growing
Expenditures in social media increased almostmedia increased almost 61% from 2007 to 2008 –from $650 million to more than $1 billion.
h dGrowth is expected to jump another 37% this year ‐ $145 billion
Web 2.0 Comparison
U G t d M di
Banner AdsPay-per-click
User Generated Media Blogs
PodcastsMobile Phone
SEOEmail Marketing
Affiliate ProgramsMobile Phone
RSSOnline Video
Widgets
“Web 1.0 is about commerce, Web 2.0 is about people”, p p
‐Ross Mayfield, co‐founder and CEO of Socialtext, Inc.
Social Media Defined
“Social media describes the online technologies and
practices that people use to share content, opinions,
insights, experiences, perspectives, and media
themselves”themselves
Wikipedia entry for “social media”
Social Media utilizes emerging Web 2.0 formats, such as:
• Social Networking• RSS Feeds• Mobile Marketing• Mobile Marketing • Podcasting
The Power of Social Media is External
• Social media is a powerful way to p yinteract with people online
• Your audience is already online i t l b it i lvia external websites, social networks, and blogs.
• Your audience can be reached through content that is relevant, engaging and non‐disruptive to theiruserexperiencetheir user experience.
Social Media does not provide web traffic nor is it a tool to help build your email list.p p y
Phases of Social Media
Social Media In Action
Podcast Advertising
eMarketer expects podcast spend will continue to climb.
Widget Viewership
Mobile Advertising
b l ll b d d• Mobile will be used as a direct response channel.
• Mobile devices are evolving with features that allow marketers andfeatures that allow marketers and advertisers to share marketing messages with their target audience. E k t f t th t i 2009• Emarketer forecasts that in 2009 there will be 35.9 3G mobile phone subscribers in U.S. who watch video on their devices. And of this number, 8.4 million will pay for premium video content and 7 million will subscribe to a mobile TV service.TV service.
Avoid Temptation
What You Are Tempted To Do What You Should Do
Develop a Facebook Fan Page and “friend” people to your brand
Take step back and see if your audience is on Facebook
Create a Twitter profile and begin micro blogging about your product/service
Grow bigger ears for listening through Twitter and see what is being said about your brand or topics around it, determine how you can equip your audience not sell them
“Seed” blogs Yikes! Not cool, ever. Product sampling and old fashioned PR works great with bloggers.
Develop a presence on: Second Life Evaluate costs (animation, programming, etc.) H i b d?How can it be measured?
Launch a blog Consider putting existing content into RSS feeds instead
Believe social media is free Understand areas of cost considerationBelieve social media is free Understand areas of cost consideration
Social Media and Marketing Budgets
Social media and email are the only two tactics on which more
i l tcompanies plan to increase rather than decrease in spending. In all other online and offline categories, the number of companies planning to reduce spending exceeds thespending exceeds the number planning to increase it.
Source: 2009 Social Benchmark Guide, Marketing Sherpa
Budget Consideration
Seldom is there zero cost in a social media campaign Listed belowSeldom is there zero cost in a social media campaign. Listed below are pieces to consider when creating your social media program:
• Production costs (video, articles, images, etc)
• Media buying
• Hosting fees for serving content
• Fees from distribution/tracking tools
Tangible vs. Intangible Measurements
Tangible: Intangible:• Direct sales conversions
• Number of leads captured
E i di l ith
• Increased brand awareness
• Positive brand influence
R id l l• Engaging dialogue with target audience
• Residual sales
Listening is Not a Strategy
Social media monitoring tools can help you gain a deep understanding on hat is alread being said abo ton what is already being said about your brand online.
Getting Started: Social Media Map™
A Social Media Map™ is a research‐based plan for how to most effectively
A Social Media Map will identify:• Where your customers are spending
time online today
“We have been thrilled with the quality of data mined and the
target your customers in an online environment.
time online today• How these customers behave online• What motivates them• What influences them
mined and the discoveries made utilizing the Social Media Mapping process. We have found the research to be highly
• How to effectively engage them online• What your competitors are doing with
social mediaTools used include:
g yaccurate and trustworthy, and have already begun applying many of the insights uncovered in our Tools used include:
• Online surveys with the target audience• Discussion board immersions• Social media expert opinions and
map.”Jeb Reid, AmLabs
interviews• Internet trade resources and syndicated
research
Shoutlet Social Media Communication PlatformPlatform
Shoutlet is a scalable, web-based, hosted social media communication toolhosted social media communication tool that helps companies connect to their audiences where they live online.
Sh tl t f ilit t ll b ti i tiShoutlet facilitates collaboration in creating, distributing, and tracking online communication across engaging social media formats, which include:
• Video• RSS feeds• Podcasts• Podcasts• SMS mobile text messages• Widgets• Social email
Shoutlet Real‐Time Social Media TrackingTracking
Shoutlet can distribute and track local regionalShoutlet can distribute and track local, regional and national campaigns.
What Social Media Can Do For CompaniesCompanies
Advanced media placement – Buying media placement strategically will create greater impressions and promote “viral pass‐along” in ways traditional media cannot.
Sustainable engagement One key benefit of social media is when online influencersSustainable engagement – One key benefit of social media is when online influencers continue to be engaged with your brand after the campaign or media spend has ended.
Non‐paid branding opportunities – Since social media provides a level of “viral” engagement via widgets, web 2.0 email, and RSS readers, it’s possible that companies could receive additional non‐paid impressions that will further their brand.
Feedback loop –Most campaigns involve engaging content that allow companies toFeedback loop –Most campaigns involve engaging content that allow companies to continuously adjust their messaging strategy until they find what works best for communicating with their target audience.
Summary
• Research and analysis– Define your community
Identify the key issues and interests– Identify the key issues and interests
– Listen to top bloggers discussing the issues and reader comments
– Find key social networks
• Map out your discussion strategy– Define objectives and outcomes
– Identify marketplace value or expertiseIdentify marketplace value or expertise
– Select social media platforms that fit your content
Summary
• Active Engagement– Evaluate your resources
Participate on blogs and social networks– Participate on blogs and social networks
• Reporting and Evaluation– Define success
– Select your measurement tools
– Continually analyze and refine
Contact Information
Jerranna Cannady Marketing StrategistJerranna Cannady, Marketing StrategistThe Stone [email protected]: @jerrannacan
Email me for your free copy of our new resource ‐ Blogger’s Best Practices