Social Media

What Why
How Who

is social media? social media?

to implement? is doing it right?

so cial me a di
Online gathering of interaction, ideas, comments and commentary. Essentially, consumer conversation

in cyberspace.

More simply put:

Social media is people having conversations online.

Introduction
Social Influence Marketing (SIM)
is about employing social media and social influencers to achieve the marketing and business needs of an organization.

Measuring SIM
Business Justification:

R.O.I.
RETURN ON INVESTMENT

THE R.O.I. EQUATION

Social Media

Investment

Expectation of return

Return On Investment
Digital Interaction

Digital Action

Sale

W.O.M.

Recognition

More Sales

Return On Interaction

Return On Influence

A more realistic way to access value

Now,

social media

is

Paid
Internet Advertising PPC Search Marketing

Earned
Social Media (Pages and Feeds)

Owned
Brand and Product Websites Mobile Brand and Product Websites Proprietary Mobile Applications Customer Care Services Proprietary Digital Content

Word of Mouth

Mobile Advertising

User Forums

Sponsorships

News, PR, Announcements Blogger Relationships

Paid Applications

Social media is the ongoing conversation of the planet.

The conversations are powered by:

Blogging

Photo Sharing Micro Blogging

Video Sharing

Podcasts

Key Social Platforms

RSS

Message Boards Chat Rooms Social

Widgets

Networking

Social Media
(just to name a few)

Tools

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 =quick
Studies show its as accurate as 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 +

Business Objective:

Improve customer service Promote a product or service Manage and respond to a crisis Event activation Advocate an issue or cause

SNSers

Why Social Media?

In 2008, if you are not on a social networking site, you are not on the internet.
Iab platform status report: User generated content, Social media, and advertising An overview, April 2008

Its not a fad.

Its a fundamental shift in the way we communicate.

Reason #1
We dont have a choice on whether we DO social media,

the question is

how well we DO it.

Erik Qualman

500

BILLION.
The number of peer influence impressions Americans generate per year via social media.

Today

people are connected

500M

Thats 13x more than the National Library . The number of images hosted on Flickr.

4 Billion.

95%

Companies using LinkedIn to find and attract employees.

Welcome to The World of Socialomics

Reason #2
78% of people trust the recommendations of other 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 of TV ad campaigns generate positive ROI.

18%

90% of

people who can skip TV ads, do.

The average person is exposed to

3000

advertising messages/day

Reason #3
Social 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 media Sometimes turn to social media

Tomorrows consumers are todays digital natives.

By 2010, Millennials/ Gen Y-ers will outnumber Baby Boomers. They already wield $350 Billion/ year in direct spending power.

Millennials spend

>16 hours/week
online.

96% of them have

joined a social network.

They have an average of

53 online friends.
Acquaintances 51%

Online Friends 38%

Close Friends 11%

And they dont care about your Ads.

They care what their friends think.

Translation:

The train is leaving the station.

WITH or WITHOUT YOU.

How do I get on the train

Learn About Your Audience

Who/Where are they? What is their personality like? How/Where do they consume? How/Where do they engage?

The Importance of Words

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.

Certain words have great psychological impact on us. They

address our basic human desires and our emotional needs

and wants. They compel us to pay attention and take action.

Successful copywriters use certain words to add persuasive power to their ads.

Description
Specificity 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

Clarity
Avoid vague, nebulous corporatespeak. Nothing puts an audience off more than uncommitted, detached phrases.

Authenticity
Much of the language in corporations today is clichd, vague, and pretentious. When speaking, be concise, clear, and authentic get to the human side of language.

Call to action
If 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 Them Wanting 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.

Choose your channels wisely

Use Your Channels To Engage And Drive Traffic

Make Social Media Work for Your Company

Social Marketing Compass

Who is

doing it

RIGHT?

Who is

doing it

RIGHT

By the end of 2009, Dell had generated $6.5 million in sales from Twitter alone.

Who is

doing it

RIGHT

On April 8th, 2008, Frank Eliason set up a Twitter account to help Comcast users in need.

Since then, Comcast has helped over 150,000 customers through Social Media.

Who is

doing it

RIGHT

Starbucks gave their consumers a voice

Resulting in over 50,000 product ideas

360 Digital Influence

What Why How

Who

is social media?
People having conversations online.

social media?
A fundamental shift in the way we communicate.

to implement?
Choice of words. Learn about audience. Channels.

is doing it right?
Dell. Comcast. Starbucks. Social media in China.

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

Thank you very much