Social Media Overview_VML_Oct. '09 IABC Professional Development

Why Social Media Matters

Why Social Media Matters…

BasicRuleofMarke0ng:Reach+Influence

304,283,754peopleintheUS

221,283,754areonline(wk+hm)


Mediaconsump0on

trendscon0nue

toshiH


ANDTHEYareNOTjustVOYEURS



ANDtheyTRUSTOTHER

consumers

2XSource: Forrester Research, Inc. and Intelliseek



Thisisalreadyhappening…


Yourbrandisnotwhatyousayitis,butwhatothers

sayitis.


Whereasatradi0onaladver0singmediastrategyisfocusedondeliveringonewaybrandimpressionstoatargetaudiencethroughreachandfrequency…

…asocialmediastrategyfocusesonconnec3ngtoaninfluen3alaudienceinatwowayengagementaroundasharedinterestpointthatreinforcesthebrand.



TheSynergyofSearchandSocialMedia

Thereis19pointli6insearchesamonguserswhoseesocialmediarelevanttoabrandinaddi=ontothebrand’spaidsearchads.

Searchengineshaveastrongpreferenceforwebsiteswithregularlyupdated,freshcontent.Havingablogisanexcellentwaytogeneratethiscontent.WellwriGenblogs,updatedregularlyprovidefreshcontentandgenerateusercommentstofurtheraddnewcontenttothesite.Thisnotonlygivesusersnewandfreshinforma=ontokeepthemcomingback,itkeepssearchbotscomingbacktoyoursitemorefrequentlywhichisdesirableintermsofSEOforanywebsite.Addi=onally,theoverallsizeofasiteintermsofindexedpagesgrowsquicklywhichprovidesevenmoreSEOvalue.


KeyfindingsfromrecentENGAGMENTdbMostEngagedBrandsreport.

• Financialperformancecorrelateswithengagement

• Depthofengagementcanbemeasured• Asthenumbersofchannelsincreasesodoesengagement• Engagementdiffersbyindustry

• Brandsfallintooneoffourengagementcategories• Mavens(7+channels,aboveaverage)• BuGerflies(7+channels,lowerthanaverage)• Selec=ve(6‐,channels,aboveaverage)• Wallflowers(6‐channels,lowerthanaverage)

Opportunities

Joining the Conversation:

Iden=fyingConversa=ons

Recognizing/RewardingConversa=ons

ListeningforConversa=ons

RespondingtoConversa=ons

Enabling/EmpoweringConversa=ons

SharingConversa=ons

Approach to Social Media:

Understandthe

communitylikea

“na=ve”.

Determinewhatthecommunity

(notthemarketer)needstomakethe

neighborhoodabeGerplace.

(U=lity.)

Workcloselywiththe

communitytodelivervalue.

Deliveru=lityinalignmentwithwhatyouhavetoofferasabrand.

Listen.

Iterate.

Improve.

Listen.

Iterate.

Improve.

Driveengagement

.

Buildtrustandfanlove.

Delivervaluefirst.

Askforvaluein

returnlater.

Monitoring and Analysis:

• Listening/Insights• BrandReputa=on• Compe==on• ProductIssues• Trends–NewProducts&Services

Pre Listening:

Socialmonitoringallowstheopportunitytolocaterelevantconversa=ons,iden=fywhatexactlyisbeingsaid,analyzesen=ment,iden=fyinfluencers,andprovideinsights‐based

engagementrecommenda=ons.

Pre Listening:

“Investments”:3,640topicmen=onsamong586sites

SocialMonitoringInsights:PersonalFinance

Conversa=onAmongEnvironmentaland“Green”BlogsandCommuni=es

293(50%oftheecosystem)of586sitesintheenvironmental/”green”

ecosystemmen=on‘investments’.25%ofthesesitesarehighlyinfluen=al.

Active Listening:

MonitoringtounderstandwhereHotWheelshastherighttoengageparentsto:

‐Makeanemo=onalconnec=on.

‐Todriveproductinterestcommunitypartnership&organicsocialac=va=on.

Optimization of Current Activity:

• UntappedMediaSources• PaidSearchandSEOOp=miza=on• PartnershipOpportuni=es• Crea=veMessagingAlignment

Social Paid Media:

Engagement Strategies:

• EventInvita=ons• InfluencerOutreach• ProductTrialandSampleDistribu=on

Ambassador Program:

Active Engagement:

SocialMediaAc0vi0es:• SocialPlanormDevelopment• SocialPlanormTraining&Support• DigitalInsights/Monitoring

SocialMediaAc0vi0es:• PRProgramDevelopment• PRPlanormTraining&Support• MajorInfluencerOutreach• KeyInfluencerIntroduc=onsSocialMediaAc0vi0es:

• DirecttoConsumerEngagement• KeyInfluencerRela=onships

Social Media Outreach:

Digital Agency

PR Agency Clients

Social Content / Presence Development:

• SocialMediaProper=es• SocialMedia/PortableContent• SocialMediaContentPlanning/Support

Enabling Communities:

Social eCRM:

Measuring Success

Score Card:

Tom’sofMaine

Burt’sBees

KissMyFace

7thGen.Newman’sOwn

PatagoniaColgate(Smiles)

Crest(Strips)

Starbucks ZapposCharityWater

Facebook

Fans 948 36.037 1,096 4,378 1,051 13,709 1,464 10,261 3.8m 20,155 41,466

Twider

Followers ‐ 1,422 ‐ 7,824 ‐ 4,403 ‐ ‐ 280,725 1.2m 825,495

YouTube X X X

Videos 864 886 158 138 148 37 479 241 32,600 4,140 519

Blogs

Men=ons 10,629 75,739 12,335 17,588 23,409 23,234 23,932 23,992 6m 430,921 674,904

Flickr

Images 99 1,717 ‐ ‐ 669 93 657 129 240,239 5,285 2,583

Influence

Influence 84 77 ‐ 20 455 123 ‐ ‐ ‐ ‐ ‐

Share 29% 39% 22% ‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐

Real Value:

Objec0ves Insights Reach Influence Purchase

KeyPerformance

Indicators

‐Monitoring‐Communi=es‐Compe==veUse‐SocialSurveys

‐Visits/Views‐ Sharedlinks/files‐Naviga=onPaths‐ShareofVoice)

‐Timespent‐Sen=ment‐Friends,Fans,etc.‐Themes

‐Salesinquiries‐Linkstopurchase‐Campaigncontent–Intentsurveys

MeasurementTools

Socialmedialisteningtoolsandsurveys

Socialmediaplanormandwebanaly=cs

Socialmediaplanormandsocialmediaanalysistools

Dedicatedmetricsandsurveys

Social Media Policies

New FTC Guidelines

TheFederalTradeCommissionhasannouncedtheapprovaloffinalrevisionstoits‘GuidesConcerningtheUseofEndorsementsandTes3monialsinAdver3sing.’TheannouncementcameonOctober5,2009,withnewrulessettotakeeffectbeginningDecember1,2009.Thismarksthefirst3mesince1980thatrevisionshavebeenmadetotheGuides.TherevisedGuidesaimtoeducateadver3sersandendorsersonhowtokeeptheirtes3monialadsandendorsementsinlegalcompliancewiththeFTCAct.

hGp://6c.gov/

Social Media Guidelines / Policies

• Clarifica=onofwhatis“WorkRelated”• FollowCorporateCodeofConduct• DeferringtoPrimaryPointofContact• RespectConfiden=ality• BeTransparent• Legal/LiabilityConsidera=ons• HumanResourcesIssues

References:hGp://123socialmedia.com/2009/01/23/social‐media‐policy‐examples/

Platform Insights

• Therearemorethan300millionac=veusers‐about30%isintheUS

• Morethan100millionuserslogontoFacebookatleastonceeachday

• No.1photosharingapplica=onontheWeb

• Morethantwo‐thirdsofFacebookusersareoutsideofcollegewiththefastestgrowingdemographicbeingthose35yearsoldandolder

• HowCompaniesareUsingFacebook:• Engageandconnectconsumersaspartoftheironlinesocialexperience

• Develop/fostercommuni=es

Facebook

• Globalreachisnow125million–76millionintheUS

• TheaverageMySpaceusernowspends266minutes(4.4hours)onthesiteeverymonth.

• MySpacesaysitsusersspendnearly100minutesmorepervisitorthantheclosestcompe=tor

• HowCompaniesareUsingMySpace:• Tosharesocialmediaentertainmentcontent(music/videos)

• Toreachyounger/urbanaudience

MySpace

• Globalreachisnowover50million

• TwiGergrew1,382%year‐over‐yearinFebruary2009

• Benchmarkforsuccessful“marke=ng”twiGerprofilesisabout2,500followers

• HowCompaniesareUsingTwiGer:• Promo=ons• Monitoringtool• Cusstomerservice• Communityintegra=on

Twitter

• 100millionUSusersreadblogs

• 28millionUSuserspublishblogs

• 176,000newblogsperday

• HowCompaniesareUsingBlogs:• Listeningtoconsumers• Communicatetoadvocates• Foster/buildcommunity• Providecustomerupdates

Blogs

• 102millionviewersintheU.S.alone–w/anes=mated350millionglobally

• Internetusershaveviewed14.8billiononlinevideosinJanuary2009alone

• HowCompaniesareUsingYouTube:• (Re)Broadcastvideocontentonline• Allowsconsumerstocreate&sharevideocontent

• Inconjunc=onwithothersocialmediasites(i.e.blogs,Facebook,etc)

YouTube

• 36millionmembersgloballyw/8millionuniqueusersintheUS

• Grew187%from‘07‐08

• Thesite’strafficisupintherecessionandisaddingmembersatarateofaboutonepersecond

• HowCompaniesareUsingTwiGer:• Networking/BizDevelopment• TalentSearch

LinkedIn

Technology

Social Media Overview_VML_Oct. '09 IABC Professional Development