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Social Media &
Brand ManagementJohn Marinovich
President, A|B Group One
The Social Media World
Blogs
ContentAggregators
DiscussionForums
Connecting
Like-Minded
Consumers
The Digital Revolution
2
Social Media Audience Segmentation
1. Producer 13.7%
2. Engager 24.9%
3. Participant 28.4%
4. Lurker 19.7%
5. Abstainer 13.2%
3SOURCE: SYNCAPSE, Increasing Campaign Effectiveness With Social Media, 2011
Facts
• US Internet users spend 3x more
minutes on blogs & social networks
than on email.
• SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
4
Facts
• LinkedIn drives the most referrals to
B2B sites.
• SOURCE: LEADFORCE1, JUNE 2010
5
Facts
• Nearly 45% of consumers surf
Facebook while watching TV.
SOURCE: SYNCAPSE, Increasing Campaign Effectiveness With Social Media, 2011
6
Facts
• 63% of companies using social media
say it has increased marketing
effectiveness—among other benefits.
• SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
7
Facts
• Social media was the leading
“emerging channel” for lead gen in
2010.
• SOURCE: UNISFAIR, MAY 25, 2010
8
Blogging Facts
• There are 152,000,000 blogs on the
Internet.
• Nearly 40% of US companies use blogs
for marketing purposes.
• Companies that blog have55% more
website visitors.
SOURCE: EMARKETER, AUGUST 2010
9
Facebook Facts
93% of US adult Internet users are on Facebook.
1 out of every8
minutes online is
spent on
Facebook.
Facebook has
become the top
choice for social
sign-in.
The average
Facebook user
spends>11
hours/month
on Facebook.
SOURCES: BUREAU OF LABOR STATISTICS, JUNE 2010 &
FACEBOOK PRESS ROOM, 2011
10
Impact on Brand Marketing
Traditional Media Social Media
Market ResearchSurveys, Focus Groups conducted
infrequently with limited numbers
Continuous, detailed feedback from
customers using online networks
Product Development New products created by R&DCustomers contributing
recommendations on a regular basis
Customer InteractionOne-way marketing from the brand;
two-way in store
Customers expect brands to listen and
engage with them on a regular basis
Brand PositioningBrand positioning created with agency
and delivered to consumers
Brand positioning created and shared
with most engaged, loyal customers
TargetingBroadcast media with minimal
targeting
Digital campaigns reach consumers in
an entirely personalized manner
CreativeCampaigns created over a 6-month
plan
Campaigns constantly evaluated and
evolved based on real-time data
11
A Framework for Leveraging Social Media
Immerse
Reflect
DefineEngage
Evaluate
SOURCE: Social Media, HBS, 201012
Why Some Brands are Reluctant to Use Social Media
Cost and Time
Knowledge Risk
Incentive Structure
Measurement
Loss of Control
13
Brand Considerations With Social Media
• Be prepared to hear negative feedback
• Are you willing to change your brand
based on consumer feedback?
• You must be committed to being authentic
and open
• Will brand advocates appear online and
stimulate positive conversations?
14
The Trade-Off Between Control & Engagement
15
Low High
Control
En
ga
ge
me
nt
Lo
wH
igh
Dove and Social Media
• Dove’s Real Beauty/Evolution Campaign– 13 million+ you tube views
• Dove’s Real Beauty/Evolution Parody– 3 million+ you tube views
16
Social/New Media & Earned Media
• The Great Schlepp
• Air Force One
• BING/Decoded
17
