Social Media Marketingfor Bill Fanning’s Class

Ken ChenEM Marketing June 10, 2011

Agenda

Introduction Definition of Social Media & Social Marketing Why is Social Media important to companies? Social Media Marketing Examples Wrap-Up

1990

Introduction – Ken Chen

Atlas Computers

Learning Years

MBAEngineering

1995

1990 2000

Introduction – Ken Chen

Atlas Computers

Learning Years

MBAEngineering

1995 Corporate Years

1990 2000

Introduction – Ken Chen

Atlas Computers

Learning Years

MBAEngineering

1995 Corporate Years 2004Start-Up Years

Social Media Strategy & Marketing

2004 - Today

Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content.

Source: McCann Universal Wave 3 Study

What is Social Media? SM Marketing?

Effective Social Marketing is the use of Social Media to listen and respond

to your customers

Social Media Marketing – A Perspective

It’s the late 90s again – “information superhighway”

Companies who succeeded with the web embraced it’s unique culture– Internet: Test & Learn, Measurement, Ever-Evolving

Companies who want to succeed with Social Media will embrace it’s unique culture– Social Media: Authentic, Transparent, Customer-Focused, 1:1

Relationship Building

Why Social Media is Important

Source: espresso, http://brandinfiltration.com

Why Social Media is Important

Source: espresso, http://brandinfiltration.com

Why Social Media is Important

Facebook has become more popular than

Google

Source: Small Business Labs

Exploding Growth of Social Networks

Why Social Media is Important

Power to the Consumer

Source: Nielsen Global Consumer Study April 2009

90% of consumers trust

recommendations from people they

know

Why Social Media is Important

The Demise of Advertising?

Consumers know how to block out advertising

2 Intuit Examples – Ken

4 PayPal Examples – Sudha

Example 1: Intuit’s Love a Local Business

• Social Marketing Campaign

• Fans vote for small businesses they love, Intuit gives away weekly grants

Results• Engagement – higher time on site, more repeat visitors

• Leads – achieves a lower cost per lead than traditional advertising

• Brand – enhances Intuit’s brand as the Small Business Champion

• Social Marketing Campaign

• Fans vote for small businesses they love, Intuit gives away weekly grants

Results• Engagement – higher time on site, more repeat visitors

• Leads – achieves a lower cost per lead than traditional advertising

• Brand – enhances Intuit’s brand as the Small Business Champion

Example 2: Intuit Careers Facebook & Video Chats

• Intuit Facebook page > Intuit Careers site.

• Wanted to create a innovative, progressive Employment Brand

Results• Engagement – more visitors, resumes, and interaction

• Brand – viewed as leader amongst HR Groups

• Intuit Facebook page > Intuit Careers site.

• Wanted to create a innovative, progressive Employment Brand

Results• Engagement – more visitors, resumes, and interaction

• Brand – viewed as leader amongst HR Groups

17

SUDHA JAMTHE BACKGROUND @SUJAMTHE

Social Media Strategist (current) 18 yrs marketing experience

Social Media Strategist (current) 18 yrs marketing experience

MBA (Marketing & Strategy)MBA (Marketing & Strategy)

MIT Venture Mentor, Mentor for NUSEA Singapore, ANZATEC

Australia

MIT Venture Mentor, Mentor for NUSEA Singapore, ANZATEC

Australia

Industry Speaker, BloggerIndustry Speaker, Blogger

CORPORATE Social Media SERVES MANY STAKEHOLDERS

18

EXAMPLE 1: CAMPAIGN to PROMOTE CONFERENCE

Goal: Promote Innovate Conference and sell signups.

Campaign: Tweetchat and integrated

campaign with partners, events, direct marketing, #URIT Twitter Campaign.

Cost: $500

19

Result: Reached 47Mil users and 400 tickets sold in 48 hrsResult: Reached 47Mil users and 400 tickets sold in 48 hrs

EXAMPLE 2: social monitoring & FEEDBACK

20

Monitor social channels for feedback on productsMonitor social channels for feedback on products

EXAMPLE 3: INNOVATE WITH CUSTOMERS

21

Engage with customers to lead innovationsEngage with customers to lead innovations

Example 4: Brand Communication via Facebook

22Campaigns on Facebook Fan PageCampaigns on Facebook Fan Page

Why Social Media is Here to Stay

Human beings are inherently social– The internet has finally caught up and giving users new ways of

communicating

Consumers are more savvy; ignore advertising– Marketers have to be more creative. Smart marketers are creating

valuable sites and are being rewarded (the online version of Starbucks)

It gives power to the consumer– If they have been wronged, there is a way to make their pleasure very

public, forcing companies to respond quickly or suffer embarrassment

Thank You!

If you are interested in a possible internship with EM Marketing, send me an email or DM on Twitter.

Email: ken@e-m-marketing.com Ken’s Twitter: http://twitter.com/kennyair Sudha’s Twitter: http://twitter.com/sujamthe LinkedIn: http://www.linkedin.com/in/kenchen

APPENDIX

Example: Blendtec

http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=PlayList&p=4825F3D2B848DED8&index=0&playnext=1

• 8.5+ Million Views

• Centerpiece for their Marketing

• Sales increase 5x in less than a year

• 8.5+ Million Views

• Centerpiece for their Marketing

• Sales increase 5x in less than a year

Example: Hertz Rental Car

http://www.ireport.com/docs/DOC-182297

• CNN TV Viewing Audience

• Multiplier Effect - 303 websites

• Persistent Black eye

• CNN TV Viewing Audience

• Multiplier Effect - 303 websites

• Persistent Black eye

Example: Hertz Rental Car’s Response

Companies don’t really own their brand anymore…and some still don’t get it.

Companies don’t really own their brand anymore…and some still don’t get it.

Foursquare, Gowalla, Facebook Places

Do you use these apps? What’s the value?

Group Couponing – Groupon, Living Social

Do you use these?

What’s the value?

Social Media Maturity Model

What is this?

• Web 1.0 • 1-way communication

• Experimenting with Facebook, Twitter• Dead FB pages• Same messages, different channel

• Start of a 2-way dialogue• Blog, Forum, Customer Service• Allow customer to customer talk

• Living, breathing social• Gathering insights• Adapting company• Deepening relationships (loyalty)

Customer Sentiment

“Hello? Anyone there?”

“Who cares? – it’s not about you.”

“Good to meet you, now we can

talk.”

“This is a brand that gets it.”

Social Media Maturity Model – Who’s There?

Sectors Stage 4 Companies

Consumer

Technology/Internet

Financial

Why?

• It’s in their product - Amazon, Zappos

• It’s in their product/service

operations – Southwest, Dell, Starbucks,

Domino’s, Intuit, Mint