Social Media and Integrated Marketing

University of Kansas Masters in Marketing Communication Integrated Marketing Channel Strategy Class Jeff Risley Monday, October 30, 2006 http://risleyranch.blogs.com
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What is social media?
“Social media describes the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.” - Wikipedia "Social media encompasses everything that is written, spoken and shown about your organization that you have no control over.“ - Josh Hallett
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Marketing is changing. What worked today will not work tomorrow.
“For the first time the consumer is boss, which is fascinatingly frightening, scary and terrifying, because everything we used to do, everything we used to know, will no longer work.”
-Kevin Roberts, chief executive, Saatchi & Saatchi

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Big brands are changing.

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What’s behind this?

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There is no demand for messages.
-Doc Searls, co-author of the Cluetrain Manifesto

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“Markets are conversations. Conversations are fire. Marketing is arson.”
- The Cluetrain Manifesto

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“Most ad agencies, by definition, are becoming irrelevant.”
Brian Brooker, CEO, Barkley, April 2005

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Social Media Tools
1. 2. 3. 4. 5. 6. 7. Blogs RSS Podcasting Forums/Message Boards Wikis Social Networks Photo/Video Sharing
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#1: Blogs
•More than 55 million blogs*. •Nearly 75,000 new blogs each day: one every second! •The blogosphere doubles in size every 6 months. •Approximately 27 percent of U.S. Internet users read blogs (about 40 million people)
*Doesn’t include MySpace

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Corporate blog examples

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Corporate blogs have benefits
1. Empower customers and make them brand enthusiasts; encourage them to spread positive word-of-mouth.

3. Establish your company as an industry thought leader. 5. Amplify your SEO strategy. 7. Help drive traffic and customers to your site in highly measurable ways.
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#2: Really Simple Syndication (RSS)

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#3: Podcasting

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Corporate America is Podcasting
GM FastLane Podcasts focus on car enthusiasts. Whirlpool Podcasts focus on moms/family issues. IMB Podcasts focus on future of technology. Others:
      HP Kodak Coke Deloitte NASA Purina

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Where are Podcasts found?
iTunes
 1 million Podcast subscriptions the first week they were available

Podcast Alley Podcast.net Yahoo Podcasts Podcasting News Just Google it

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#4: Forums/Message Boards
More than 20 million active message boards/forums Includes message boards, forums, bulletin boards, Usenet groups, email discussion lists, Yahoo! Groups, Google Groups, opinion sites Narrowly focused (automotive, parenting, health, stocks/finance, etc.) Heavily moderated, both by forum webmasters and participants Structured, threaded discussions predominant

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#5: Wikis

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#6: Social Networks
MySpace Facebook MSN Spaces Yahoo 360 LiveJourna

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Niche social networks are huge

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And corporate social networks are gaining traction

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#7: Photo & Video Sharing

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The Five Forces driving social media

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#1: The Internet is (almost) everywhere…

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…and “always on”
Internet Users (millions)
Broadband Users 180 160 140 120 100 80 60 40 20 0 2003 2004 2005 2006* 2007* 2008* Dial-up Users

142 124 93 72 87 84 105 70 56 43

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Ad Age from eMarketer data, 2005

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#2: Broadcast viewership and listenership is eroding

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#3: Newspaper readership is declining

-The Annual Report on American Journalism
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#4: People avoid advertising

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#5: The Long Tail is reshaping markets

Dozens of markets of millions

The Head

Millions of markets of dozens

The Long Tail

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A Long Tail example
Total Inventory (books)
2,300,000

Amazon Sales
Long-tail, 29%

130,000 Amazon Barnes & Noble

Hits, 71%

- Chris Anderson, editor in chief, Wired

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Jeff Risley
http://risleyranch.blogs.com jrisley@beap.com (816) 512-9527
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Appendix/Resources

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“The Many Forms of Social Computing” from Forrester Research, courtesy of Steve Rubel.

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The Kryptonite Bike Lock Case Study
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Blogs to follow regularly
  http://www.tompeters.com/ – Management consultant madman Tom Peter's blog.  I like this blog because Tom writes just like he speaks.   http://sethgodin.typepad.com/seths_blog/ – Marketing guru Seth Godin's blog.  Seth has one of the most widely read blogs in the marketing category.   http://blogs.forrester.com/charleneli/ – Charlene Li of Forrester Research has an excellent blog.   http://www.jaffejuice.com/ – Joseph Jaffe’s blog.  He’s the author of the book “Life After the 30-Second Spot.” http://www.micropersuasion.com/ – Steve Rubel’s blog. Steve is probably the most prolific PR blogger on the planet.

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Corporate blog information
Corporate Blog Success Stories Stormhoek Wine, a winery in South Africa that started a CEO blog and used blog seeding strategies to double its sales in one year. Bob Lutz, vice chairman, GM; Lutz’s blog, Fastlane, generated a significant amount of buzz for the company because he was the first high-profile executive outside the tech industry to blog. Randy Baseler, vice president of marketing for Boeing Commercial Airplanes; Baseler’s blog has successfully engaged Boeing’s customers one-on-one to get feedback on products and cocreate airplanes. Corporate Blog Lists The New PR Wiki: http://www.thenewpr.com/wiki/pmwiki.php Fortune 500 Blogging Wiki (http://www.socialtext.net/bizblogs/index.cgi) Other Corporate Blogging Information BBC article on successful business blogging (which mentions the Stormhoek case example above). The Corporate Weblog Manifesto, a white paper on corporate blogging by Microsoft blogger Robert Scoble. 40

Corporate blog information.
Sample Blog Policies: Harvard Law: http://blogs.law.harvard.edu/home/terms-of-use IBM: http://www-03.ibm.com/developerworks/blogs/page/jasnell?entry=blogging_ibm Yahoo: http://jeremy.zawodny.com/yahoo/yahoo-blog-guidelines.pdf Typepad Blog Samples: KD Paine’s PR Measurement Blog: http://kdpaine.blogs.com/ Media Guerrilla: http://www.mguerrilla.com/media_guerrilla/ Citizen Brand: http://citizenbrand.typepad.com/swenson/ Jennethink: http://jenneink.blogs.com/jennethink/ The Long Tail: http://www.thelongtail.com/the_long_tail/ Creative Commons Sample: http://creativecommons.org/licenses/by-nc/2.5/

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Steps for starting a corporate blog
Phase I Phase II Phase III

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The People Identify the individuals that will contribute to the blog. Approve a blog policy. Train the bloggers.

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The Tools Chose a blog tool.  Develop the blog layout, look and feel. Register Creative Commons license. Develop starter content. Establish online conversation monitoring system.

Lift-Off Launch and provide ongoing support for the blog.

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RSS & monitoring sources.
Steve Rubel’s blog post on “35 Ways to Use RSS”: http://www.micropersuasion.com/2006/06/35_ways_you_can.html

Fluid blog’s comprehensive list of monitoring sources: http://translate.google.com/translate?u=http://fluido.wordpress.com/2006/05/30/mini-guida-al-monit

Yahoo’s list of RSS Aggregators: http://dir.yahoo.com/Computers_and_Internet/Data_Formats/XML__eXtensible_Markup_Language_/

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Blog posts that address ROI of social media
http://blogs.forrester.com/charleneli/2004/10/scoble_on_blog_.html   http://forrester.typepad.com/charleneli/2004/10/fear_of_corpor a.html   http://www.clickz.com/experts/crm/actionable_analysis/article.ph p/3517546   http://jeremiahthewebprophet.blogspot.com/2006/03/how-tomeasure-value-of-corporate.html  

http://www.clickz.com/experts/crm/actionable_analysis/article.php/351

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Social Media Strategy
FLEE!

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Find Listen Engage Empower
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Find

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Listen

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Engage

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Empower

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