What Is Social Media Marketing?

“Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content”

Image credit: Ian Sane

“Social Media is Like a Cocktail Party: Listen Then Respond”

Photo Credit: The Dana Files

12 November 04, 10

• Participation• Full Disclosure• Two–way Conversation• Building a sense of community• Connection• Collaboration• Facilitation (facilitating something that is ALREADY happening)

Distinctive Qualities of Social Media

200 Million Boxes

Why Is Social Media Important?: Statistics

Photo Credit: kevindooley

500 Million Active Facebook Users

Source: Tech HeraldPhoto Credit: Oversocialized

9

10

10 Billion+ Tweets Sent on Twitter Since 2006

Photo Credit: Rosaura Ochoa Source: Mashable

12

13

126 Million

The number of blogs on the Internet.

Source: Jess3

2 Billion Videos Are Streamed Each Day On YouTube

Photo Credit: jonsson Source: Techcrunch

9191% say consumer reviews are the % say consumer reviews are the #1 aid to buying #1 aid to buying decisionsdecisions - - JC Williams GroupJC Williams Group

8787% % trust a friend’s recommendation trust a friend’s recommendation over critic’s review over critic’s review - - Marketing SherpaMarketing Sherpa

33 times more likely to times more likely to trust peer opinions over trust peer opinions over advertising for purchasing decisionsadvertising for purchasing decisions - - Jupiter Research Jupiter Research

11 word-of-mouth conversation has word-of-mouth conversation has impact of impact of 200 TV ads200 TV ads - - BuzzAgentBuzzAgent

* * Slide courtesy of Digital Influence GroupSlide courtesy of Digital Influence Group

Social media influences peopleSocial media influences people

11

Study showed that …− 77% of online shoppers read consumer product

reviews and ratings before making a purchase − $2 Billion of online travel purchases a year are

affected by social media− 24% of online car shoppers have changes their mind

about a vehicles purchase based on social media− 51% of journalists read blogs for story ideas− 28% of top search engine results are social media

sites

Trends of Social MediaJuniper Research

People are using social mediaPeople are using social media

Social media sites are the fastest-growing category on the Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. web, doubling their traffic over the last year.

o7373% of active online users have % of active online users have read a blogread a blogo4545% have started % have started their own blogtheir own blogo5757% have joined a % have joined a social networksocial network

o5555% have uploaded % have uploaded photosphotoso8383% have watched % have watched video clipsvideo clips

Universal McCann’s Comparative Study on Social Media Trends, April Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least 2008. 17,000 respondents from 29 countries, *using internet at least

every other dayevery other day

Social media marketing is Social media marketing is growinggrowing

SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED

The conversation is The conversation is notnot::o controlledcontrolledo organizedorganized

o ““on messageon message””

The conversation The conversation isis::o organicorganico complexcomplex

o speaks in a speaks in a human voicehuman voice

Social media is Social media is not a not a strategystrategy or a or a tactictactic – – it’s simply a it’s simply a channelchannel..

The social media conversationThe social media conversation

21

The The power power to to define define and and control control a a brand brand isis shifting shifting from from corporationscorporations and and institutionsinstitutions

to to individualsindividuals and and communitiescommunities..

Social media is changing our Social media is changing our worldworld

23

4

Social Media A Shift to Publishing a Conversation

Institutional Voice Audience

Tra

dit

ional

Soci

al M

edia

Blogs Communities

Traditional online tactics focus on crafting institutional messages and assets then mass distributing them to a core audience.

Social Media focuses on enabling and publishing a conversation between multiple parties where the community has a steak in the dialogue

8

User-generated content (UGC) refers to various kinds of media content that is produced or primarily influenced by end-users; as opposed to traditional media outlets.

Consumer-generated media (CGM) describes word-of-mouth behavior that exists on the Internet. Typically, consumer-generated media encompasses opinions, experiences, advice and commentary about products, brands, companies and services—usually informed by personal experience —that exist in consumer-created postings on Internet discussion boards, forums, Usenet newsgroups and blogs.

Social Media DefinedUser-generated content, Consumer-generated media

9

Social Bookmarking is a method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata.

Social media optimization is about implementing changes to a site (or blog) so that others can easily link to it, tag it, post a comment to it; and then submit it to social bookmarking sites; making it social media ready!

Social Media DefinedSocial bookmarking, Social Media Optimization

Experiment Experiment personallypersonally before professionallybefore professionally

Try a Try a varietyvariety of social media of social media toolstools

Be Be yourselfyourself, make some , make some friendsfriends, and , and shareshare

Experiment with social mediaExperiment with social media

28

29

30

Social Media Objectives

1. Create brand awareness through online word of mouth

2. Acquire new customers via the social media channel

• Foster loyalty and retention among existing customers

• Improve customer service level

32

Social Media Ecosystem

34

Free Social Media Monitoring ToolsImage Credit: Hamed Saber

Customer Service via Social Media

Customer Service via Social Media

480+ customer service cases resolved through Social Media in past 6 months

Compiling customer influencers database

Customer re-activation and win-back

Generating customer insights and identifying customer experience flaws.

July 2009

United Airlines handles hundreds of lost and damaged baggage complaints each year. But aggrieved Dave Carroll went viral with his ballad of a broken guitar.

Social Relevance: United had 9 months to placate Carroll before he penned his protest song. Instead they were confronted with a backlash millions empathised with.

Southwest Air’s “Customer of Size” policy receives a high-profile roasting when the airline targets director Kevin Smith and he tweets his experiences.

Social Relevance: Forcing obese passengers to buy an extra ticket had taken a back seat on the news agenda until Smith’s tweet to millions hit the headlines.

February 2010

September 2010

McDonald’s wasn’t overly concerned by this local TV ad made by a community nutrition group linking its burgers to heart disease. That’s before they took it to YouTube.

41

Building relationships…

ICE.com Love Story Contest on FacebookTell Us Your Love Story for a Chance to Win

User generated contest run entirely in Facebook.

4,300+ new fans and email opt-ins

965 stories submitted

Engagement 5.5 Votes / Story .33 Comments / story 10+ interactions / post during contest period

•12 days of christmas ellen

•Plan the outcome (ellen)

Ellen DeGeneres Valentine’s Day SpecialAudience Gift and Initiative to Support Haiti

Results: 30-second on-air endorsement from Ellen DeGeneres to 3,000,000+ viewers Est. 4,000+ New Fans and email opt-ins in 48 hours

47

Resources required for social Resources required for social media may include:media may include:

o Strategic consultationStrategic consultationo TrainingTraining

o Creating contentCreating contento Integrating toolsIntegrating tools

o Distributing contentDistributing contento Relationship managementRelationship management

o Measuring valueMeasuring value

Social Media is not freeSocial Media is not free

49

50

•Dedicate in honor

In Memory of

June 2008

JCPenney’s “Speed Dressing” ad wins a Bronze Lion at Cannes. Just one problem: Neither the retailer or its ad agency claims to know anything about it.

Social Relevance: In social media, content never dies. When the makers of the faux ad put it online and JCPenney disowned it, Speed Dressing’s fame was bound to grow.

54

Tap into the wisdom of the crowd to Tap into the wisdom of the crowd to access a wider talent pool and access a wider talent pool and

gain customer insightgain customer insight

Companies that use crowd sourcing Companies that use crowd sourcing include:include:

o Starbucks (MyStarbucks)Starbucks (MyStarbucks)o Dell (Ideastorm)Dell (Ideastorm)

o DuPontDuPonto NetflixNetflix

o WikipediaWikipediao iStockphoto.comiStockphoto.como Threadless.comThreadless.com

o Mechanical Turk (Amazon)Mechanical Turk (Amazon)

Crowd Sourcing – Submit, Crowd Sourcing – Submit, Discuss, VoteDiscuss, Vote

56

June 2010

BP spills millions of barrels of the oil into the Gulf of Mexico. Finds its online PR response clogged by Facebook outrage and a fake, hilarious Twitter account.

Social Relevance: While BP spent £93m on ads, social media kept the pressure on. 350 “Boycott BP” Facebook groups formed and 188,000 followed fake @BPGlobalPR.

Avoid Avoid pufferypuffery (people will ignore it)(people will ignore it)

Avoid Avoid evasionevasion and and lyinglying(people (people won’t won’t ignore it)ignore it)

Companies have watched Companies have watched their their biggest screw-up's biggest screw-up's

rise to the top 10 of a rise to the top 10 of a Google searchGoogle search

Admit your mistakes Admit your mistakes right right awayaway

Folksy “Isn’t Wal-Mart great” travel blog “Wal-Marting Across America” hits a reputation pot-hole when unmasked as being paid for by company.

Social Relevance: Black eye for Wal-Mart amid accusations that it was trying to shift attention away from criticism of its labor practices.

October 2006

60

61

Polyvore and Rich Media Content

Blogs

64

Don’t be afraid Don’t be afraid to share. to share. Corporations, like people, Corporations, like people,

need to share information to need to share information to get the value out of social get the value out of social

media media

Make your content easy to Make your content easy to shareshare

Incorporate Incorporate tools that tools that promote sharing:promote sharing:

o Share This, Share This, RSS feeds, EmailRSS feeds, Email a frienda friend

6. Share your content6. Share your content

Don't Don't shoutshout. Don't . Don't broadcastbroadcast. Don’t . Don’t bragbrag. .

Speak like yourself Speak like yourself – not a – not a corporate marketing shill or corporate marketing shill or

press secretarypress secretary

Personify your brand Personify your brand – give – give people something they can people something they can

relate to.relate to.

7. Be personal and act like a 7. Be personal and act like a personperson

ZAPPOS – Customer service is ZAPPOS – Customer service is centralcentral

Zappos, an online shoe retailer, makes Zappos, an online shoe retailer, makes customer service central with a focus customer service central with a focus on “on “making personal making personal and and emotional emotional

connectionsconnections.”.”

Divert marketing budget to customer Divert marketing budget to customer service (they service (they outsource marketing to outsource marketing to their customerstheir customers; they don’t outsource ; they don’t outsource

their call centre)their call centre)

Use Twitter to promote their brandUse Twitter to promote their brando Website displays any Website displays any public tweetspublic tweets mentioning mentioning

of their brandof their brando CEO has over 400,000 followersCEO has over 400,000 followers

o 430430 employees on Twitter employees on Twitter

$1billion $1billion in sales last year and their in sales last year and their expanding into new product categoriesexpanding into new product categories

Think like a Think like a contributorcontributor, not , not a marketera marketer

Consider what is Consider what is relevant to relevant to the communitythe community before before

contributingcontributing

Don’t promote Don’t promote your product your product on every poston every post

Win friends by Win friends by promoting promoting other people’s content other people’s content if it if it

interests youinterests you

8. Contribute in a meaningful 8. Contribute in a meaningful way way

Don’t try to delete Don’t try to delete or or remove criticism (it will just remove criticism (it will just

make it worse)make it worse)

ListenListen to your detractors to your detractors

AdmitAdmit your shortcomings your shortcomings

Work openly Work openly towards an towards an explanationexplanation and legitimate and legitimate

solutionsolution

9. See criticism as an 9. See criticism as an opportunityopportunity

Greenpeace targeted Nestle but only when activists besieged Nestle’s Facebook page and the company got aggressive and deleted posts did it become a global story.

February 2010

Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal.

Social Relevance: Jet Blue understood how its reputation was being hurt online and so CEO David Neelman quickly crafted a YouTube apology.

Bazaarvoice Bazaarvoice

““People are twice as likely to convert People are twice as likely to convert when there is a negative review when there is a negative review

amongst the positive ones”amongst the positive ones”Sam DeckerSam Decker

CMOCMO

Don’t wait until you have a Don’t wait until you have a campaign campaign to launch - start to launch - start planning and listening nowplanning and listening now

Build relationships Build relationships so so they’re ready when you they’re ready when you

need themneed them

10. Be proactive 10. Be proactive