The Good, the Bad and the Ugly of Social Media and e-Communications

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Dana VanDen Heuvel is a widely recognized expert whospeakes regularly on blogging, podcasting, RSS, Internetcommunities, interactive marketing trends, and bestpractices. This morning’s keynote will address the good,bad and ugly of today’s electronic communications. Planto leave this session armed with the knowledge of howto effectively use electronic communications to createmeaningful relationships in your community.

Text of The Good, the Bad and the Ugly of Social Media and e-Communications

  • The Good, the Bad and the Ugly of Electronic Communications Download Slides at: www.danavan.net/wspra
  • 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 AMAs 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: www.danavan.net/wspra
  • The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
  • Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix Crisis In Mass Marketing 18%: Proportion of TV advertising campaigns generating positive ROI 54 cents: Average return in sales for every $1 spent on advertising 256%: The increase in TV advertising costs (CPM) in the past decade 84%: Proportion of B2B marketing campaigns resulting in falling sales 100%: The increase needed in advertising spend to add 1-2% in sales 14%: Proportion of people who trust advertising information 90%: Proportion of people who can skip TV ads who do skip TV ads 80%: Market share of video recorders with ad skipping technology in 2008 95%: The failure rate for new product introductions 117: The number of prime time TV spots in 2002 needed to reach 80% of adult population up from just 3 in 1965 3000: Number of advertising messages people are exposed to per day 56%: Proportion of people who avoid buying products from companies who they think advertise too much 65%: Proportion of people who believe that they are constantly bombarded with too much advertising 69%: Proportion of people interested in technology or devices that enable them to skip or block advertising
  • Information Proliferation Media Fragmentation - Then, and Now 1960 Now 6 TV channels/home 130 8,400 Magazines 17,300 4,400 Radio stations 13,500 None Internet stations 35,000 + None Pages on Google 12 B + None Blogs 200 M +
  • Source: Marketing Leadership Council - www.mlc.executiveboard.com
  • Where Everything Is Headed Today Digital Non-Digital 1996 2008 Source: Google 2050?
  • 360 Digital Marketing World Online eNewsletters Email Real Simple Media eMail eCards Syndication (RSS) Content Partnerships News Community sites Syndication Special Blog Search Engines Manifestos Interest Conversations Blogs Blog Aggregators Chat Rooms/Events Search Engine Optimization Citizen Photo Blogs Action Listservs Keyword Marketing eAlerts Message Boards Search Meetups Text-messaging Press Rooms Web Sites Viral Games & Online IM w/RSS Wikis Content Contests Advertising Folksonomy Digital Radio Social VBlogs Bookmarking Podcasting Digital Webcasting Devices Phones DVR PDAs Game Microcasting (Tivo) Consoles Source: Ogilvy
  • Source: Brian Solis via Flickr
  • Social Media: Defined! 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
  • More Simply Put: Social Media is people having conversations online.
  • 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)
  • Whos Out There? More than half of all online American teenagers use social networking sites. 64% of online teenagers created content *
  • Who Participates in Social Media? *
  • 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 callshow 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?
  • The Good
  • Jones Soda Youth Blogs Company: Jones Soda Blogging Model: Industry: Consumer Packaged Goods Loose connection of independent youth & Blog URL: http://www.jonessoda.com/blogs/ athlete bloggers Launch Date: Multiple (individual bloggers) Event driven marketing/blogging Community building as a corporate strategy 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, Brand Community