Corporate Trends - Online Marketing Summit 2009

Corporate Trends in Social Media

Mike Lewis@bostonmike

http://blog.socialepisodes.comVP of Marketing, Awareness, Inc.

What is social media?

Social media is information content created by people using highly accessible and scalable publishing

technologies that is intended to facilitate communications, influence interaction with

peers and with public audiences, typically via the Internet and mobile communications networks.

- (Wikipedia, 2009)

Generate leads, awareness and

buyers

Improve customer

experience

The Business Goals have NOT changed

We like controlling conversations

“One-Way” Dialogs have worked

We define where, when and how customers interact with them

So… why change???

B2B companies are generally "Anti-Social"

Introducing: Generation You

• Audience has changed> We are creating> We are publishing> We are selecting

• Don’t want to listen to advertisers - Interruptive marketing is going away.

• The audience is in control… they are linked, listening and informing

Social Media the Right Way:Salesforce.com – Dealing with Outages

• The world leader in SaaS solutions• Over 1M users worldwide

• The Problem:> January – April 2006 SFDC

Experiences significant outages> Customers fight back on the

blogosphere launching sites like Gripeforce.com (google it..)

• The Resolution:> Trustforce.com

© 2009 Awareness CONFIDENTIAL

Social Media the Wrong Way:B2B Software Company – Dealing with Advocates

• Large B2B Software company• 20K+ Users worldwide• Traiditonal Thinking

• The Problem:> User created groups on Facebook,

Linkedin> Users adding company logo to

profile> 500 tweets

• The Resolution:> Cease and Desist


Social Media GrowthIn 2008

85% Growth in 2008

150Musers

170 countries

700MPhotos uploaded monthly


752%Growth in 2008

1.2B Tweets so far

4.4M Unique monthly visitors


184MNew blogs in 2008

77% Of web users read blogs

1M Posts are written daily

95% of reporters have blogs


30.1MUsers

Images uploaded3B100M Videos viewed daily

91% Growth in 2008

59M Monthly users


6MFacebook fans

350KTwitter followers

$500M+Funds raised through the web

Consumers have adoptedsocial media.

How are businesses adopting?


• Survey conducted and co-authored with Chirs Brogan (www.chrisbrogan.com) (author of Trust Agents, Coming soon)

• Collected 628 total responses• Focus on Social Media in 2009• eBook available at Awarenessnetworks.com

http://www.chrisbrogan.com/


628 total responses

36%

48%

16%

> $250M$100M - $250M< $250M


2009marketingbudgets

are down

Increase Spending in 2009:Search 50%Video 46.6%Social 46.6%


310

136

182

YesNoWe're not sure yet

Social Media in 2009?


BrandParticipation

ROI

Legal

Ethics IP

Why not Social Media?


Partic

ipatio

n an

d co

mm

unity

dyn

amics

Brand

imag

e

Calcula

ting

ROI

Lega

l con

sider

ation

s

Ethics

and

inte

grity

Inte

llectu

al pr

oper

ty rig

hts

0

50

100

150

200

250

300

350

400

450


Collaboration

Promoting BrandRevenue Recruiting

Customer EngagementThought Leadership

NetworkingMarketing

Service and SupportProduct Development

Why Social Media?


Building and promoting our brand

Improving collaboration and communication

Networking

Generating revenue

Helping with product development

0

50

100

150

200

250

300

350

400

450

500


71.34%

5.10%

23.57%

YesNoMaybe

Would Best Practices help?

Social Media Baby Steps


Blogs/Commenting

Facebook (Group, Page etc.)

LinkedIn (Group, Networking)

Twitter

0

50

100

150

200

250

300

350

400

Community Adoption


57.64%

42.36%

Do you currently have an external community?


Pluck

Smal

l Wor

ld L

abs

Mzin

ga

Tellig

ent

Socia

l Tex

t

KickApp

s

Jive

SixApa

rt

Awaren

ess

Wor

d Pre

ss

0

50

100

150

200

250


Associations and Subscribers

Peer Support

Enthusiasts

Loyalty

0

50

100

150

200

250

300

350

400

Community Focus


Leveraging Points of Enthusiasm


Top 8 Social Media Marketing Use Cases

Corporate voice

User-generated content campaign Enthusiasts Associations/

subscribers

Peer SupportInnovationLoyalty Events

Converse with your market

Create excitement

Stimulate a passion

Engage with members

Generate ideas

Build and reward loyalty

Help each other

Build and sustain buzz

The Core of Social Media = Content & Profiles

• Building a solid asset based on content and profiles

• Living Social Data> Consistantly collecting implicit and

explicit Data> Collect from ALL Profile and Content

sources

• Social Mining> Actionable uses of data> Drive and Influence marketing programs> Stimualte marketing activity and

demand generation



Now, Let’s Talk about the Elephant in the room


Social Media R.O.I.

Situation: • McDonald's conducted surveys after

McDonald's Partner Conference• Survey results indicated that partners wanted

continued collaboration, best practice sharing and networking all year round

• McDonald's planned an online partner community to coincide with following year's Conference

Results: • Seeded community with over a 10,000 profiles• Over 1,000 content responses collected • A response that saved McDonalds' millions of $

$$s- window decals on entrance/exit doors

Mindshare Community


B2B Technology Company

Situation: • Connect users to share best practices, transfer

knowledge and resolve support issues• Only source of user interaction is annual

customer conference; after the conversation dies

• Want to build brand enthusiasm and increase loyalty

Results: • Over 22K users sign-up• 10K support issues resolved in year 1 through

peers (Est. $500K saved)• Multiple responses collected for user "Tips &

Tricks" guide

Situation: • Drive revenue to Marriott.com• Increase loyalty rewards memberships• Reach out to the over 3,000 properties• Develop a softer, positive image of a giant

International corporation

Results:• After one year, generated $5 million in room

revenue• Increased loyalty rewards membership by

60%• Site traffic- 6,000 visitors per day and over

600,000 for the year• Media coverage- NBC Nightly News,

Washington Post and several trade pubs

Marriott on the Move


Research Credits

• Forrester Research 2009, Social Technographic profile of US online users

• Austin's New Media Lab, 2008 Social media Statistics, nmlab.com

• Chrisbrogan.com

Photo Credits

• All photos taken from Flickr under Creative Commons> Slide 4: Scott Beale / Laughing Squid, laughingsquid.com> Slide 5: My First Nikon D40 Picture, somefool (MatthewM)> Slide 6: Scoble's Tablet PC, penmachine> Slide 7, Wikipedia, quartermane > Slide 9, Yes, We Can Twitter, comicbase> Slide 11: Alone in the crowd, frielp> Slide 13: V No Budget, derekb> Slide 14: The Exploding Internet Flower, mrwilleeumm> Slide 16: Proceed with… , Nubian ∑agle ©™> Slide 18: green light, Benimoto> Slide 24: Unity in Diversity, Untitled blue> Slide 30: Questions in the Dark, Matthew_Dutile


http://www.laughingsquid.com/

http://www.flickr.com/photos/somefool/2744670286/

http://www.flickr.com/photos/penmachine/98352836/

http://www.flickr.com/photos/mikeeperez/

http://www.flickr.com/photos/comicbase/

http://www.flickr.com/photos/frielp/

http://www.flickr.com/photos/derekb/

http://www.flickr.com/photos/mrwilleeumm/

http://www.flickr.com/photos/nubianeagle/

http://www.flickr.com/photos/benimoto/

http://www.flickr.com/photos/untitlism/

http://www.flickr.com/photos/mdutile/

Corporate Trends - Online Marketing Summit 2009

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Transcript of Corporate Trends - Online Marketing Summit 2009