Social media
85
Social Media
description
Transcript of Social media
Social Media
Who
is social media?
social media?
to implement?
is doing it right?
What
Why
How
so·cial me·di·aOnline gathering of interaction,
ideas, comments and commentary.
Essentially, consumer conversation
in cyberspace.
More simply put:
“Social mediais people having
conversations online.”
Introduction
Social Influence Marketing (SIM)is about employing social media and socialinfluencers to achieve the marketing andbusiness needs of an organization.
Business Justification:
Measuring SIM
R.O.I.RETURN ON INVESTMENT
THE R.O.I. EQUATION
Social Media
Investment Expectation of return
Return On Investment
DigitalAction
DigitalInter-action
Sale W.O.M. Recog-nition
MoreSales
Return On Interaction Return On Influence+
A more realistic wayto access value
Now, social media is…
Paid
Internet Advertising
PPC – Search Marketing
Mobile Advertising
Sponsorships
Paid Applications
EarnedSocial Media
(Pages and Feeds)
Word of Mouth
User Forums
News, PR, Announcements
Blogger Relationships
OwnedBrand and Product
Websites
Mobile Brand and Product Websites
Proprietary Mobile Applications
Customer Care Services
Proprietary Digital Content
Social media is the ongoingconversation of the planet.”
KeySocial
Platforms
PhotoSharingBlogging
MicroBlogging
RSS
Widgets
SocialNetworking
ChatRooms
MessageBoards
Podcasts
VideoSharing
The conversations are powered by:
Social Media
Tools(just to name a few)
Active Worldwide Users
500,000,000 +
Pieces of content shared per month
45,000,000,000
Local business with active Facebook pages
1,500,000
Professional Social Network
Contains profiles of Fortune 500 executives and leading entrepreneurs
Average individual salary on LinkedIn is $109,000
Wiki =quickStudies show it’s as accurateas Encyclopedia Britannica
If you were paid $1 for every article posted on
you would earn $1,712.32
PER HOUR
Registered Users
156,000,000 +
Updates per month
54,000,000 +
Users following a brand
31%
Brand recommendations per month
7,800,000 +
Improve customer servicePromote a product or serviceManage and respond to a crisisEvent activationAdvocate an issue or cause
Business Objective:
SN
Se
rs
Why Social Media?
In 2008, if you are not ona social networking site,you are not on the internet.”Iab platform status report: User generated content, Social media, and advertising– An overview, April 2008
It’s not a fad.
It’s a fundamentalshift in the waywe communicate.
Reason #1“We don’t have a choice on
whether we DO social media,
the question ishow well we DO it.”
Erik Qualman
500BILLION.The number of peer influence impressions Americans generate per year via social media.
Today
people are connected
500M
4 Billion.That’s 13x more than the National Library .
The number of images hosted on Flickr.
95%Companies using LinkedIn to find and attract employees.
Welcome to
The World ofSocialomics
Reason #278% of people trust the
recommendations ofother consumers.
Nielsen “Trust in advertising” report
While only 14% of people trust advertisements.
14% VS. 78%HMM…
The old communication model
was a monologue.
The new communication model
is a dialogue.
Only 18% of TV ad campaigns generate positive ROI.
90% ofpeople whocan skip TVads, do.
The average person is exposed to
3000 advertising messages/day
Reason #3Social media ”is only
going to become persuasive and as such, become a critical factor in the success or failure
of any business.”Brian Solis, Social Media Manifesto
How many social media users turn to social media when making purchase decisions?
By listed product, service category, and frequency
Regularly turn to social mediaSometimes turn to social media
Tomorrow’s consumers are today’s “digital natives”.
By 2010, Millennials/ Gen Y-ers will outnumberBaby Boomers.
They already wield$350 Billion/ year in direct spending power.
Millennials spend>16 hours/weekonline.
96% of them havejoined a social network.
They have an average of
53 online friends.
Acquaintances51%
Online Friends38%
Close Friends11%
And they don’t careabout your Ads.
They carewhat theirfriends think.
Translation:
Thetrain is leavingthestation.
WITH or WITHOUT YOU.
How do Iget onthe train
Learn About Your Audience
Who/Where are they?What is their personality like?
How/Where do they consume?How/Where do they engage?
Treat this part very seriously. It is a myth that successful communication relies mainly on delivery style.
What you say is just as important as how you say it.
The Importance of Words
Certain words have great psychological impact on us. They
address our basic human desires and our emotional needsand wants. They compel us to pay attention and take action.
Successful copywriters use certain words to add persuasive
power to their ads.
DescriptionSpecificity can result from descriptive language.
Which dessert would get your attention faster?
Something described as “A sinful combination of bourbon-soaked vanilla beans and fresh raspberries with a chocolate ganache surprise”.
Something described as “Chocolate Dessert”.
Get your audience salivating
ClarityAvoid vague, nebulous corporate-speak. Nothing puts an audience off more than uncommitted,detached phrases.
AuthenticityMuch of the language in corporations today is clichéd, vague, and pretentious. When speaking, be concise, clear, and authentic – get to the human side of language.
Call to actionIf you end with a call to action, make it clear and specific. Your audience should know exactly what they are called to do and have reasons for taking that course of action. Leave the participants with a memorable comment or question that ties directly back to your main point.
Leave ThemWanting More
Most messages should end in such a way that participants are inclined to crave more information you may share with them later. When appropriate,
leave the audience at a climax: promise that in a future message you will provide additional useful
information. The human brain seeks closure. Participants will be inclined to return to
something that has not been solved completely.
channelswisely
Choose your
Use Your ChannelsTo Engage And Drive Traffic
MakeSocial Media
Work forYour Company
So
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l M
ark
eti
ng
Co
mp
ass
Who is
doing it
RIGHT?
Who is
doing it
RIGHT
By the end of 2009, Dell hadgenerated $6.5 million
in sales from Twitter alone.
Who is
doing it
RIGHT
On April 8th, 2008,Frank Eliason set upa Twitter account tohelp Comcast users
in need.
Since then, Comcasthas helped over
150,000 customersthrough Social Media.
Who is
doing it
RIGHT
Starbucks gave their consumers a voice
Resulting in over 50,000 product ideas
360Digital
Influence
Who
is social media?
social media?
to implement?
is doing it right?
What
Why
How
People having conversations online.
A fundamental shift in the way we communicate.
Choice of words. Learn about audience. Channels.
Dell. Comcast. Starbucks. Social media in China.
Thank you
very much
References
1. The Razorfish Social Influence Marketing Report
2. Research Micro Blogging Trend During World Cup, Sina.Inc
3. Brands and Social Media in China, Ogilvyone Worldwide
4. Power to the People – Social Media Tracker Wave 3
5. Social Media in Asia, 360 Digital Influence, Ogilvy Public Relations
6. Digital Actions and Their Effect on Advocacy, Consumer Insights Inc.
7. eMarketer, TechCrunch.com, Los Angeles Times, Knowledge Networks
8. Social media for business, Slideshare
9. What the f**k is social media, Slideshare
10. Before you open your mouth, Slideshare
