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Is the Facebook/Twitter Revolution Relevant to our Industry’s Survival and Your Business’ Growth?
Ira Kaufman PhD
WBFI Research Foundation Annual Board Meeting Naples, FL Nov 2011
Invite you to75 min
Conversation
Opening the doorway to possibilities
PT 1 : Digital Revolution Digital Mindset
Impact of Digital
PT 2: Implement in Wild Bird Feeding Industry – Digital Strategy
The Revolution Impacts
http://www.youtube.com/watch?v=3SuNx0UrnEo
What are your impressions?
+ What did it make you feel?
+ Did you feel connected to it?
+ Did you feel comfortable with the technology and changes?
Statistics of the Revolution
• More uploads to YouTube in 60 days than all 3 major US networks created in 60 yrs
• 110 million tweets are sent per day on Twitter or 4+million per hour (Twitter)
• Facebook generates 770 Billion page views, 700+ Billion minutes, every month
• StumbleUpon (43%) has overtaken Facebook (38%) as #1 source for US social media traffic
Demographics for WBFI Markets
• 90% online North American adults access social media each month.– Internet (Can -72%; USA 67%)– Facebook (Can -83%; USA 71%)– YouTube (Can 71%- USA 55%)– Twitter (Can 13.7%- USA 11.3%)
• Access social media– Students 90+% daily– Young Professionals <30 yrs - 61% daily– Parents 35-44 yrs - 50%+ daily – Baby Boomers - 50-64 yrs-32% daily
Digital Basics People use technologies to get things
from each other, rather from corporations
•Relationships are currency of exchange •Transparency is expected•Collaboration rules•Sharing is influence •Publish generates power •Value differentiates •Content is king
Rules Have Changed
It was It’s nowInformation Age -Broadcasting
Digital Age - Conversing
Pushing message to client Pulling client to the message
One way message, controlledInteractive conversation, open dynamic
Business generated content User generated content
Interrupt client- direct immediate action
Engage, build sustainable relationship
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information- protective
Sharing information – transparent
Charging for entry – block entry Giving free ebooks, product
Organized in silos – PR, Advertising, DM
Integrate media seamless across silos
Company promotes values Practice what you preach
What is Your Digital Position?
• Digital Native – born digital, think social, – need to implement strategic
• Digital Immigrant– think strategic, – need to implement digital
• Digital Alien – think strategic, – need to experience digital value
Paid, Owned, Earned Media
• Paid: YouTube Pennington Wild Bird Seed 1460 views
• Owned: Pennington Facebook 5557 likes
• Earned: Pennington Seed Wild Bird Feed Reviews
• Birds at feeder in winter 216 views
Social Media Live Update
http://www.personalizemedia.com/garys-social-media-count/
Clicking this link will show you how social media has been embraced. Notice the elapsed time.
How does Social Media Impact ?
• Businesses
• Non profits
• Political campaigns
• Influence Points – social media is growing dramatically; expect that your influence points will change completely
Business Impact• Build Brand Loyalty
– 95% of consumers do not trust advertising
– 70% of Americans look at online reviews before making a purchase
• Brands post at least once every day will reach 22% of their fans in a week.• 67% Twitter followers & 51% Facebook fans
more likely to buy the brands they engage with on the social media site.
• 83% of moms do online research after seeing TV ads for products that interest them
Nonprofit Impact
• Resource, Fund Raising
• Increasing Audience Interaction
• Volunteer Recruitment
• Education
http://www.youtube.com/watch?v=uMSUSuOWA4M&feature=related
Political Impact 2008 Presidential Campaign
Obama has 380% more supporters than McCainObama: 2,379,102 supportersMcCain: 620,359 supporters
Obama has 380% moresupporters than McCain Obama: Friends: 833,161McCain: Friends: 217,811
Obama has 403% more subscribersthan McCain & 905% moreViewers than McCain• “Race” Speech 3.8 MM YouTube• 4 MM Cable-3
channels
Obama has 240 times morefollowers than McCain Obama:
@barackobama has 112,474 followers
McCain: @JohnMcCain 4,603 followers
www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
Social Media Provides Value• Kellogg COO - we are tripling social media spending
over the past three years and experiencing "great returns on this investment.”
• Tony Hsieh, CEO Zappos “We are about 3 Cs: Clothing, Customer Service and Culture… Gross sales grew from $1.6M (2000) to $1+ billion (2008) by focusing relentlessly on customer service and culture – a potent digital marketing tool.”
• “Social media and pets are a perfect match. Why? Because people are passionate about their pets and social media gives them a platform to share it with others.” American Pet Products Association
Survival of the Adopters• “The revolution in social media has
become mainstream; it is changing all organizational systems.
• If your organization is not embracing social media and leveraging it to your advantage, you are part of the legacy and not part of the future.”
• Daniel Burrus , author, leading technology forecaster
Wild Bird Feeding Industry-current situation
• Touches some 52-65 million Americans
• New bird feeders are increasing at a slower rate than 4%, maybe @ 0%
• Youth market is distracted by “Angry Birds”!!!
• There is significant # of empty bird feeders… maybe 50%
http://www.youtube.com/user/Sienna#p/c/30DA2DAB5702C7D1/0/ql-N3F1FhW4
After video went viral, U.S.
sales of the Toyota Sienna in May 2010
were up 49.7%
May 2011 total Toyota sales
were down 33.4% over May 2010
But Sienna sales recorded sales of 8,618
units.
.
Successful Targeting Families9.7 million views
How can WBFI members Implement Social Media?
• Listen to social sites with bird advocates• Listen to what youth parents, Baby Boomers and retirees are saying
about bird feeding • Set goals • Develop a integrated digital strategy, combining traditional advertising
with social media• Develop your digital footprint• Build fan base and network• Collaborate as an industry to create a public conversation on wild bird
feeding
It is not if, but when ?
Challenges
Executives concerns regarding embracing social media.
•Lack of Expertise •Loss of Control•Time Commitment •Information Overload
About the PresenterDr. Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently, he is Assistant Professor, Lynchburg College School of Business and Economics.
© 2011
LinkedIn: http://www.linkedin.com/in/irakaufman Facebook: http://facebook.com/irakaufman Twitter: http://twitter.com/ira9201 Website: www.entwinedigital.com