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Ct Business Expo Social Media, Is It A Marketing Tool (Tin180 Com)

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This document summarizes a seminar on using social media as a marketing tool. It discusses why businesses should care about social media, provides examples of how companies have successfully used social media platforms like YouTube and blogs, and offers tips on how businesses can engage with social media by identifying themselves, contributing valuable information, and getting started with blogs and profiles on sites like LinkedIn.

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1

Social Media, is it a Marketing Tool? An Educational Seminar Connecticut Business Expo June 2008

2

Travelers and Social Media

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Travelers and Social Media

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About Marci VP Digital, Imre Communications MA, Public Communication American University Certificate Online Promotion Georgetown University Internet Think Tank E-Voter Institute (2.5 years) First social media campaign: 1998 Specialties: Algorithmic content development Web data & patterns analysis Public dialogue management online Web communication for business

5

Agenda Why do we care about Social Media Web 2.0 - The Social Media Factor Case Studies The Opportunity is Everywhere How Business can “Do” Social Media How to Get Started

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Why Do We Care About Social Media

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Why do we care about Social Media 2007 Comscore Report 772 Million online worldwide, age 15 or older 2007 Enquiro Study 50% of B2B buyers convert online. 50-50 split online Vs. offline Facebook -- top 10 Web property Growing faster than any other top 10 site 5X more visits per visitor than any other top 10 site

8

Why do we care about Social Media February 2008, INC MAGAZINE - North America stats 100 million blogs worldwide. 66% trust blogs for product information (Neilsen, 2007) 2/3 of all users visit a social network at least once per month Myspace: 57 Million Monthly Facebook: 34.7 Million Monthly MiGente: 384,000 Monthly (Latino) Wikipedia: 52 Million in 2007 Stickiness: 4 hours/month

9

Why do we care about Social Media Online Video: User-generated videos - 22 billion views in 2007 Up 70% over 2006 2007 Comscore Report: Ave. 158 minutes of streaming video each Ave. stream duration - 2.5 minutes 74.3% U.S. Internet users streamed video online 35% streamed on YouTube.com Average: 63 streams, Over 2/day

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Let’s Talk Social Media

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The Social Media Factor Web 1.0

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The Social Media Factor Web 2.0

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The Social Media Factor What’s being said about SOCIAL MEDIA User generated content User thinks he is in control Quantifies the masses The public forum for the common man Focus: Authenticity Visibility provided by: Voting Popular consensus via links

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The Social Media Factor Social Media is a digital realization of the “Six Degrees of Separation” theory Milgram’s Small World Experiment Circa 1967 Six degrees of separation

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The Social Media Factor

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The Social Media Factor

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Case Studies

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Case Studies Obama on Twitter 6000 followers Obamatars Obama’s tweets tend to lack the personal commentary that make for interesting reading, but his campaign has created a powerful social media brand by using social media sites like Twitter. From the Blogsphere

19

Case Studies Geico — CaveMansCrib.com Flash animation with embedded movies showing the popular CaveMen characters in their fictional apartment before and after a party

20

Case Studies Geico — CaveMansCrib.com Additional Distribution TV commercials YouTube Clone ( www. cmoviesonline .com ) Provided embedded links for republishing Promoted on YouTube and AOL Video Supplementary advo videos directing traffic to the URL

21

Case Studies Geico CaveMansCrib.com August - over 400,000 visits, 7 minutes each (ave) More than wholefoods.com, Lexus.com, or LuisVuitton.com on average

22

Case Studies Geico CaveMansCrib.com Results: Blog entries: 3000+ Spirit: Positive and Negative, often both in the same article “ It's a cool if rather annoying vehicle for you to keep thinking about  Cavemen and thus GEICO — you know. So easy a Caveman could  do it? Personally, the commercials were not only annoying, they  seem to poke fun at the real-life calls by people of color for better  treatment and representation on television, and thus my main issue  with this ad campaign. I think it's stupid and at a level even a Caveman could not reach. Ok. That aside, the online media efforts a good example of what's  possible. This is great branding.”

23

Case Studies Home Depot — YouTube

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Case Studies Home Depot and YouTube Final Contest Metrics Final #s (original goal) Web banner impressions: 2.87 million (1.5 million) Videos watched: 427,000 (65,000) Page views: 130,400 (20,000) Group members: 931 (150) Qualified video entries: 262 (50) Customer engagement time: 10,000+ hours Time it would take to watch all of the videos: 7+ hours Online press mentions and blog discussions: 70+ (including Houston Chronicle and several major dailies)

25

Case Studies Target’s Standard Response to Bloggers: “ Good Morning, Thank you for contacting Target; unfortunately we are unable to      respond to your inquiry because Target does not participate with      non-traditional media outlets. This practice is in place to allow us    to focus on publications that reach our core guest.    Once again thank you for your interest, and have a nice day.”

26

Case Studies Target: The Danger of Not Responding

27

RJE Business Interiors RJE Business Interiors — $26 million supplier of office furniture to corporations in Indiana Strategy: 6 episodes of “reality TV” on www.rjefurn.com Cost to produce: $25,000 Results: Revenue increase of 22% HTML Email open rate for continuing communication is up 10%

28

Opportunity is Everywhere

29

Opportunity is Everywhere Monitoring Social Media Keep an eye out for spikes Read content in spikes Measure positive vs. negative Learn Reward Engage Learn mindset & language Reward attention Engage as an ambassador

30

Opportunity is Everywhere Max Factor Already over 11,000 videos on YouTube Thousands of visitors Real people, not stars Extreme comment activity Drug store brands used Embedded into Myspace/Facebook pages http: //youtube .com/watch? v=NWjcJziLEcA http: //youtube .com/watch? v=OjgZ_IgmiiQ

31

How Business can “Do” Social Media

32

How Business can “Do” Social Media Do Identify Yourself Why? It’s the right thing to do Be impeccable Allows others to communicate with full disclosure Forces maturity If you are discovered posting anonymously, the backlash is significant The “Google Guy” did it right

33

How Business can “Do” Social Media Case in Point: “The Google Guy” Google was constantly hammered in SEO Forums “ Google Guy” responded to significant threads about “hokus pokus” and “rigging” Popped in and out — about every 2-4 weeks Provided significant technical guidance Stayed out of the “Google Bashing” Only participated when a specific kind of conversation arose

34

How Business can “Do” Social Media Think about this: They can be anonymous You can’t They have nothing to lose You do Onus is on you to bring professional and appropriate dialogue to the party Stay focused on your communications goals

35

How Business can “Do” Social Media If possible, provide intellectual property barter Social media readers will barter their attention for: Tips & tricks Insider knowledge (The “Scoop”) Genuinely valuable info Google Guy taught us how to work with the algorithm Being treated with respect This barter only works if they are actively talking about your company Make sure the info you provide is what they are looking for

36

How Business can “Do” Social Media As with ANY mass audience, you simply can’t win them all However, Some readers are inspired by the truth Others are looking for a good reason to like you If you can swing some to your side, why wouldn’t you And, if you don’t reach out to these folks, someone else will

37

How to Get Started

38

How to Get Started Start Practicing Set up a Blog Trusted network Supported publishing Error alerts Content monitoring Web 2.0 Syndication Syndic8 Technorati Etc. Moderated Comments On / off

39

How to Get Started Linked In Set up your profile Connect Watch the traffic Contribute

40

Thank you Marci De Vries Imre Communications 410-821-8220 [email_address] www.ImreCommunications.com Marci403 @ aol.com (IM) Marcidevries (Twitter) iMarketer Blog

More Related Content

Ct Business Expo Social Media, Is It A Marketing Tool (Tin180 Com)

  • 1. Social Media, is it a Marketing Tool? An Educational Seminar Connecticut Business Expo June 2008
  • 4. About Marci VP Digital, Imre Communications MA, Public Communication American University Certificate Online Promotion Georgetown University Internet Think Tank E-Voter Institute (2.5 years) First social media campaign: 1998 Specialties: Algorithmic content development Web data & patterns analysis Public dialogue management online Web communication for business
  • 5. Agenda Why do we care about Social Media Web 2.0 - The Social Media Factor Case Studies The Opportunity is Everywhere How Business can “Do” Social Media How to Get Started
  • 6. Why Do We Care About Social Media
  • 7. Why do we care about Social Media 2007 Comscore Report 772 Million online worldwide, age 15 or older 2007 Enquiro Study 50% of B2B buyers convert online. 50-50 split online Vs. offline Facebook -- top 10 Web property Growing faster than any other top 10 site 5X more visits per visitor than any other top 10 site
  • 8. Why do we care about Social Media February 2008, INC MAGAZINE - North America stats 100 million blogs worldwide. 66% trust blogs for product information (Neilsen, 2007) 2/3 of all users visit a social network at least once per month Myspace: 57 Million Monthly Facebook: 34.7 Million Monthly MiGente: 384,000 Monthly (Latino) Wikipedia: 52 Million in 2007 Stickiness: 4 hours/month
  • 9. Why do we care about Social Media Online Video: User-generated videos - 22 billion views in 2007 Up 70% over 2006 2007 Comscore Report: Ave. 158 minutes of streaming video each Ave. stream duration - 2.5 minutes 74.3% U.S. Internet users streamed video online 35% streamed on YouTube.com Average: 63 streams, Over 2/day
  • 11. The Social Media Factor Web 1.0
  • 12. The Social Media Factor Web 2.0
  • 13. The Social Media Factor What’s being said about SOCIAL MEDIA User generated content User thinks he is in control Quantifies the masses The public forum for the common man Focus: Authenticity Visibility provided by: Voting Popular consensus via links
  • 14. The Social Media Factor Social Media is a digital realization of the “Six Degrees of Separation” theory Milgram’s Small World Experiment Circa 1967 Six degrees of separation
  • 18. Case Studies Obama on Twitter 6000 followers Obamatars Obama’s tweets tend to lack the personal commentary that make for interesting reading, but his campaign has created a powerful social media brand by using social media sites like Twitter. From the Blogsphere
  • 19. Case Studies Geico — CaveMansCrib.com Flash animation with embedded movies showing the popular CaveMen characters in their fictional apartment before and after a party
  • 20. Case Studies Geico — CaveMansCrib.com Additional Distribution TV commercials YouTube Clone ( www. cmoviesonline .com ) Provided embedded links for republishing Promoted on YouTube and AOL Video Supplementary advo videos directing traffic to the URL
  • 21. Case Studies Geico CaveMansCrib.com August - over 400,000 visits, 7 minutes each (ave) More than wholefoods.com, Lexus.com, or LuisVuitton.com on average
  • 22. Case Studies Geico CaveMansCrib.com Results: Blog entries: 3000+ Spirit: Positive and Negative, often both in the same article “ It's a cool if rather annoying vehicle for you to keep thinking about  Cavemen and thus GEICO — you know. So easy a Caveman could  do it? Personally, the commercials were not only annoying, they  seem to poke fun at the real-life calls by people of color for better  treatment and representation on television, and thus my main issue  with this ad campaign. I think it's stupid and at a level even a Caveman could not reach. Ok. That aside, the online media efforts a good example of what's  possible. This is great branding.”
  • 23. Case Studies Home Depot — YouTube
  • 24. Case Studies Home Depot and YouTube Final Contest Metrics Final #s (original goal) Web banner impressions: 2.87 million (1.5 million) Videos watched: 427,000 (65,000) Page views: 130,400 (20,000) Group members: 931 (150) Qualified video entries: 262 (50) Customer engagement time: 10,000+ hours Time it would take to watch all of the videos: 7+ hours Online press mentions and blog discussions: 70+ (including Houston Chronicle and several major dailies)
  • 25. Case Studies Target’s Standard Response to Bloggers: “ Good Morning, Thank you for contacting Target; unfortunately we are unable to      respond to your inquiry because Target does not participate with      non-traditional media outlets. This practice is in place to allow us    to focus on publications that reach our core guest.    Once again thank you for your interest, and have a nice day.”
  • 26. Case Studies Target: The Danger of Not Responding
  • 27. RJE Business Interiors RJE Business Interiors — $26 million supplier of office furniture to corporations in Indiana Strategy: 6 episodes of “reality TV” on www.rjefurn.com Cost to produce: $25,000 Results: Revenue increase of 22% HTML Email open rate for continuing communication is up 10%
  • 29. Opportunity is Everywhere Monitoring Social Media Keep an eye out for spikes Read content in spikes Measure positive vs. negative Learn Reward Engage Learn mindset & language Reward attention Engage as an ambassador
  • 30. Opportunity is Everywhere Max Factor Already over 11,000 videos on YouTube Thousands of visitors Real people, not stars Extreme comment activity Drug store brands used Embedded into Myspace/Facebook pages http: //youtube .com/watch? v=NWjcJziLEcA http: //youtube .com/watch? v=OjgZ_IgmiiQ
  • 31. How Business can “Do” Social Media
  • 32. How Business can “Do” Social Media Do Identify Yourself Why? It’s the right thing to do Be impeccable Allows others to communicate with full disclosure Forces maturity If you are discovered posting anonymously, the backlash is significant The “Google Guy” did it right
  • 33. How Business can “Do” Social Media Case in Point: “The Google Guy” Google was constantly hammered in SEO Forums “ Google Guy” responded to significant threads about “hokus pokus” and “rigging” Popped in and out — about every 2-4 weeks Provided significant technical guidance Stayed out of the “Google Bashing” Only participated when a specific kind of conversation arose
  • 34. How Business can “Do” Social Media Think about this: They can be anonymous You can’t They have nothing to lose You do Onus is on you to bring professional and appropriate dialogue to the party Stay focused on your communications goals
  • 35. How Business can “Do” Social Media If possible, provide intellectual property barter Social media readers will barter their attention for: Tips & tricks Insider knowledge (The “Scoop”) Genuinely valuable info Google Guy taught us how to work with the algorithm Being treated with respect This barter only works if they are actively talking about your company Make sure the info you provide is what they are looking for
  • 36. How Business can “Do” Social Media As with ANY mass audience, you simply can’t win them all However, Some readers are inspired by the truth Others are looking for a good reason to like you If you can swing some to your side, why wouldn’t you And, if you don’t reach out to these folks, someone else will
  • 37. How to Get Started
  • 38. How to Get Started Start Practicing Set up a Blog Trusted network Supported publishing Error alerts Content monitoring Web 2.0 Syndication Syndic8 Technorati Etc. Moderated Comments On / off
  • 39. How to Get Started Linked In Set up your profile Connect Watch the traffic Contribute
  • 40. Thank you Marci De Vries Imre Communications 410-821-8220 [email_address] www.ImreCommunications.com Marci403 @ aol.com (IM) Marcidevries (Twitter) iMarketer Blog