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By : Robin Low
change has occurred in the “ A radical advertising and marketing World of ”
Consumers are not listening anymore
Interruptive marketing has seen it’s day
The Audience is creating
The Audience is selecting
Time Shift technology
The Audience is changing
Consumers control the online environment so brands need to think about facilitating usercreated actions, not just user-generated content." Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth interaction.
1. Consumers do not trust advertisements. (They would rather read a review on a blog or a webpage rather than corporate page) 2. Consumers are immune to interruptive marketing. (too many mediums, too many ads)
3.Consumers are informed, and
information is readily available. 4. With a global business, it cost too much to reach out to everyone. 5. With social media, the cost is $0, no external company needs to be engaged.
Facebook usage statistics by country - Dec 31st 2009
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Country USA UK Turkey Indonesia France Canada Italy Philippines Spain Australia Argentina Colombia Mexico Chile Germany Taiwan India Venezuela Malaysia Sweden Number of Facebook users 101,303,240 22,625,300 16,943,780 14,681,580 14,290,700 14,228,460 13,272,760 8,387,560 7,701,200 7,611,920 7,387,120 7,243,520 6,505,040 5,808,020 5,799,520 5,490,300 5,397,480 4,952,340 3,975,640 3,066,180
12 month growth % 140.80% 51.50% 113.60% 1536.70% 117% 31% 137.60% 2046.80% 196.70% 75.80% 227.50% 99.40% 351.50% 39.90% 361.90% 4763% 403.80% 164.20% 367.50% 80.70%
6 month growth % 46.00% 20.90% 36.80% 126% 32.60% 19% 30% 208.40% 33.40% 25.70% 50.60% 25.80% 78.50% 20.20% 84.90% 701% 66.80% 38.40% 99.30% 34.10%
Usage vs. Country (Top 10 Countries on Facebook Dec 2009)
120,000,000 100,000,000 80,000,000 Usage 60,000,000 40,000,000 20,000,000 0 USA UK Turkey Indonesia France Canada Country Italy Philippines Spain Australia
Asia - 10.5% Users, fast growing Market Singapore > 1.1 million users
1 in 4 Facebook Users Come From Asia or the Middle East
Graphics by @G_obieta
Internet Advertising Bureau, 2004
While mergers, both horizontal and vertical, the landscape of the industry in the world have been changing. Various organizations market many variations of the same products. The number of brands of everything is ever increasing and house brands are common in chain stores, resulting in consumers having more options.
Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google
Today, media is fragmented
• 13,500 radio stations (4,400 in 1960) • 17,300 magazine titles (8,400 in 1960) • 82.4 TV channels per home (5.7 in 1960)
And the Web:
• Millions of sites • Billions of pages
Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google
Besides getting your ads on TV, newspapers, radio and magazines, many other new mediums are used to bombard consumers with ads. Today, ads can be found virtually everywhere, on sms on cell phones, your IM communicator, computer games and in movies. As a result, consumers are growing more wary and tired of advertisements.
Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it is finally done there is surprise it’s not better”
-- Avinash Kaushik, Analytics evangelist, Google
things people want from
• • • • •
I want a Facebook Page I want bloggers to write about me I want a twitter account I want a YouTube Channel I want a Flickr Group
• creating FB pages, Twitter account, ONE OFF YouTube account. • Updating profile, bio. EVERY CHANGE • Getting Fans to join page DAILY • Planning theme and strategy to MONTHLY engage public. • Creating Engaging Content DAILY • Monitoring Comments and DAILY Feedback. • Analyzing Reports MONTHLY
how some companies start
Engage PR companines • Hold media / social events, invite bloggers, tweeps. • Send press release to bloggers. • Send samples to bloggers. • Expect blogs to be written by the people they engage.
how some companies start
Engage Advertising Agencies • Buy Ads on all forms of media to promote blog. • Pay for banners. • Pay bloggers to blog about them. • Focus on blogs to drive specific events and traffic to their company.
how some companies start
Engage Social Media Gurus / Companies • Blog for them • Tweet for them • Manage their Fan Pages • Manages their groups • Podcast their events / news.
• I want bloggers to say good things about me. • I don’t want any bad comments or feedback. • I want a lot of traffic and fans within a short period. • I want statistics for impressions, and reach, on every platform.
• Unproductive social media effort, slow and ineffective. • Staff untrained, uninterested and uninvolved. • Lack of social media awareness amongst staff. • Lack of social media policies. • Cannot deal with any form of crisis.
Inertia – a great barrier to social media, if you don’t start now, you will never find the time to start it. Risk Adverse – afraid of negative feedbacks? Conversations will happen with or without you. Lack of knowledge – don’t know where to start. Resistant to change – scared of new technology. Lack of empowerment – need a lot of approval cut through the bureaucracy.
• Recruiters will poach staff. • Its just a fad. • We don’t have time. • We don’t want employees wasting time. • LinkedIn is for people who are looking for jobs. • My target audience is not on Facebook.
“Social Media is a group of online media which has the following characteristics.”
1.Participation 2.Networks 3.Two-way communication 4.Connectivity 5.Open source
• Communication in a 2 way street -- speak, listen and learn • Other people are allowed to have opinions • Give before receiving • Be truthful with your messages
The “satisfaction effect”
The new paradigm
creative use of
Susan Boyle shot to Stardom on Britains Got Talent 2009, with a combined view of 150 Million on YouTube during the show in April
Blendtec used YouTube channel to Podcast one of the most popular programs on Youtube with 205,000 subscribers. (August 2009)
Great travel blog paid for by Best Western.
Branding and ads helped Resortsworld have 40,000 Fans before launch in February 2010 in Singapore
social media Marketing Examples
Case: DELL HELL
• In 2005, Dell didn’t have a blog. But one of their customer’s did…
Dell Hell on Google
• If you search for Dell Hell in Google, that guy’s post is the first result. • As a result, Dell got negative press coverage in the New York Times and Wall Street Journal.
• Dell didn’t have a blog, so they were unable to communicate with the angry blogosphere.
• But there was a happy ending. Dell set up their own blog.
• “In the age of customers empowered by blogs and social media, Dell has leapt from worst to first." – Jeff Jarvis, Businessweek. • First step: Dell dispatched technicians to reach out to complaining bloggers and solve their problems, earning pleasantly surprised buzz in return.
Dell’s new blog
• Dell saw a 27 point decrease in negative blog posts, from 49 percent at the peak of Dell Hell to the current 22 percent. • Cost would have been hundreds of millions for similar ad campaign.
"A company this size is not going to be about a couple of people coming up with ideas. It's going to be about millions of people and harnessing the power of those ideas."
-- Michael Dell
No social media presence = no control!
successful companies on
4 phases of
know what you want to accomplish
Develop a social media marketing plan for a specific goal or purpose. This will help you pick which site to use and how to measure success.
decide on purpose of social media and
Social media is not a pure sales medium, decide on what you company would want to use it for. Your social media presence is more for online branding, educating your customers and engaging the public.
decide on which
platform to use
There are many different social media platforms to use, which one fits your company best? Find where your niche and audience are located and which platforms they are on and engage them there. Tip: Engage in 3 – 4 platforms. Cross marketing between the platforms creates multiple touch points.
decide on how your
social media will be managed
Who will be in charge of the Twitter account and Facebook Pages? Find out the rules needed for management to be comfortable. Find different roles for people with different comfort levels and skill sets.
Reasons not to outsource
You know your company best and social media is about transparent truthful communication and the willingness to engage. Authenticity is important. You can’t outsource your voice. With the fast turn around time needed, it is more efficient to have direct communications.
develop social media
Decide on what can be said and what can’t be said and integrate it into your HR policies. Set up staff training around your social media policy to create awareness amongst all staff.
Social media folks are not used to aggressive marketing, and will be turned off by it. Aggressive marketing may bring negative results.
Be sure you provide many great reasons to follow you. Keep content interesting and varied. Always have your audience in mind.
Consistency is key. Allocate a few hours a week to monitor your social media progress. Consistently be part of a community, not there only to market products. Participate in conversations and do not leave conversations you started.
Listen Get involved in conversations Reply to feedbacks Reach out where people gather Be real (and transparent) Be committed Be personal (not behind a corporate account)
respect copyright and
There are codes and ethics you need for follow, and in social media, there is no exception. Referencing source, adding links adds credibility to your blogs.
be helpful and
Do not just broadcast your own messages. RT (Re-tweet) interesting news and information to your audience. Reply to comments. Answer questions you know the answer to that appear in your feeds. Participate in conversations.
quality rather than quantity
On Twitter and Facebook, focus on quality interactions, and build deep relationships. Convert fans into Evangelists and hope they can promote your company through word of mouth. Numbers may mean more chances of spreading message but DOES NOT GUARANTEE that.
cross promote and
There are applications that allow you to update status on LinkedIn, Twitter and Facebook. If they are the same message you want to update for all your mediums, simply use Hootsuite. It is ok to update your new blog post on all your different channels and no reason why you should not do that.
be in for
Building relationship and trust takes time. Do not give up after trying out for one month. Relationships are not built overnight. Social media can increase your profile and open many opportunities if you try, you may not even actively market yourself or your company.
don’t allow it to
consume your time
If not managed properly, social media can be a distraction if you just have conversations in small groups. Make sure your efforts are not in the way of doing business.
• • • • • • • • Trust your staff Get everyone involved Amplify word of mouth Everyone has their networks Find comfort levels Find comfort niche Allocate time and resource Give rewards.
If you regularly ... blog, podcast, tweet write reviews, post replies tag objects, use RSS update your profile read blogs do none of the above
your profile is: Creator Critic Collector Joiner Spectator Inactive
Profile Creator Critic Collector Joiner Spectator Inactive
amplify word of mouthblogs product development wikis market research public relations canary in the coalmine getting started RSS social network
Find Comfort Zone
• As the number of channels increase, overall engagement increases at a faster rate. • Engagement differs by industry. • Financial performance correlates with engagement. • It Provides ” Multiple Communication Touch Points” (More touch points can present a ripple effect, inducing viral
marketing, boosting brand recognition and driving sales volume.)
social media part of your work life
“A direct result of not tying activity to an end game, the ability to know what it is we want to measure before we engage. Doing so, allows us to define a strategy and a tactical plan to support activity that helps us reach our goals and objectives.” -- Brian Solis, author and principal of the FurtureWorks agency
Brian Solis’s ROAD
Many companies engage in social media, and most like to use some form of popularity matrix to measure ROI. Words like engagement, participation, and involvement became key terms for defining online interactions with consumers. Trust and affinity are used to measure the core group of followers. Of all these matrixes, you could measure the improvement in customer service. Both in terms of the increased ability for people to rate and review products, as well as the opportunity for customer service teams to engage and provide proactive response.
Inability to measure ROI, lack of budget funding, and management resistance are barriers to companies implementing social media campaigns, and it is a great way of getting budget slashed.
“I’ve seen multimillion-dollar print and
television advertising initiatives get the green light because CMOs understood the media — and I’ve seen $10,000 social-media efforts scratched because execs didn’t get it.
Know Your End Game: As Brian Solis said defining your end game is necessary in order to be able to quantify results. Know what are you trying to accomplish and how you want to try keep track of it all. Define Your Metrics: What metrics do you need to track to quantify results: Leads, Registration, Sales? Check Your Tracking: I can’t tell you how often a new client doesn’t have the right pixel/cookie set on the right confirmation page. If your success metric is sales make sure you’re not just tracking leads. This requires testing. Set Expectations: Benchmarking is great way for you and your CMO to have realistic expectations from a campaign. Fireclick and Coremetrics are two tools that can provide benchmarks based on industry averages related to conversion rates, cart abandonment, and other valuable data. They also allow you to pull data from a specific vertical.
Gather Intelligence Google Analytics: Google
Analytics is the defacto analytics system in most companies. You can track visits, page views, bounce rates, etc. Be sure, if sales are a key metric, that the ecommerce portion is activated.
Coremetrics: Coremetrics Analytics provides the website
analytics features you need to successfully acquire, convert, and retain high-value visitors and customers. * Marketing optimization: gain a 3D view of your marketing programs’ effectiveness across channels and over time, including which programs drive new visitors, trigger action, and influence visitor behavior. * Merchandising: increase initiation and decrease abandonment of key activities (shopping carts, booking travel, starting applications, completing registration, etc.) by automatically mapping product and promotional categories to website analytics reports * Content analysis: improve site navigation, content, and tools by knowing the value of page real estate and promotional effectiveness based on site goals
Radian6: The Radian6 flexible dashboard enables monitoring all forms of social media with real-time, relevant results. Smoothly uncover influencers, track and measure engagement and determine which conversations are having an impact online. Radian6 provides Web Analytics and CRM Integration.
Brantology: Brantology is an independent business and brand online intelligence service provider that combines technology, processes and trained staff to monitor your social media reach. (The main difference is they have a human vetting all your data)
Spotting Trends: Sometimes business get excited about high sales numbers while completely ignoring the fact they overspent to get those numbers. Trends are a great way to spot deltas which often provide indicators of the health of campaign. Sample key trends are: •number of prospects •number of transactions •changes in repeat customers •number of customer referrals •uplift in other marketing channels
Look beyond your distributed sites
With the amount of distribution sources available in social media always take time to see if elements of your campaign have been distributed beyond the initial sites you targeted. It will allow you to spot new opportunities to expand your campaigns.
• • • • • • Listen to public Deputize people throughout the organization Understand how each channel provides a different dimension of engagement Centralize coordination Find champions who can explain and mitigate risk. Be in it for the long haul
• • • • •
Pick channels carefully. Spread engagement to employees beyond the social media team. Open the platform to anyone and everyone. Encourage employees to tap into social media to get work done Engage in new channels where people already are Support engagement as an extension of the company culture.
• • • • •
Be conversational from the start. Make social media part of the job, just like email Modularize and synchronize content across channels To scale engagement, make social media part of everyone’s job. Emphasize quality, not just quantity.
• Social media is about public engagement • Building an non-marketing team online to build brand reputation and trust • Using real time information and monthly reports to spot trends and new channels of sales • Facilitate and guide conversations
Try out social media
There is nothing to be afraid of
Twitter: robin_low Blog: http://blog.newsocialmediabrand.com/ Facebook: http://www.facebook.com/socialhub LinkedIn: http://www.linkedin.com/in/robinlow88
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