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WHAT IS SOCIAL MEDIA & WHY SHOULD WE CARE?SOCIAL MEDIA AGGREGATION
Radar DDBMarch 26, 2010
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Thought Starters
◼ In the last one to two months have you used magazines, radio, television or newspaper to research a product or service you might want to buy?
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Thought Starters
◼ In the last couple of months please have you used the Yellow Pages?
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Thought Starters
◼ In the last one to two months have you used Google or another search engine?
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Thought Starters
◼ In the last couple of months, have you reached out to your network - friends, family members, colleagues - in researching a potential purchase and an answer came back to you though Skype, email, Twitter, LinkedIn, IM or some kind of network and it was a URL to a Web site you visited?
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Consumer ShiftNew PhilosophyWhat is Social Media?Why Use Social Media?Cool Stuff
CONSUMER SHIFT
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THE SOCIAL INTERNET IS A
PROFOUND CHANGE
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Typical Internet User c1996
10Source: http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html
Typical Internet User From 2006
11Source: http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html
Consumer Behaviour Has Changed◼Canadians now spending more time online than watching TV
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Consumer Behaviour
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Consumer Behaviour
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We know people are online. But what are they doing there?
Consumer Behaviour
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Consumer Behaviour
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Consumer Behaviour
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Consumer Behaviour
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Consumer Behaviour
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Consumer Trust
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Consumer Behaviour
400,000,000PEOPLE ON FACEBOOK...DOING SOME VERY COOL THINGS WITH BRANDS http://www.welcometofc.com/
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14,500,000CANADIANS ON FACEBOOK
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SECOND HIGHEST PERCENTAGE OF USERS ON FACEBOOKFROM ANY COUNTRY
215,000CANADIANS ON FACEBOOK HAVE
DECLARED AN INTEREST IN “MONEY”
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50,000,000UPDATES ON TWITTER. EVERY DAY
NEW PHILOSOPHY
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RELATIONSHIPS
RELATIONSHIPS ENHANCE CAMPAIGNS;CAMPAIGNS DO NOT CREATE RELATIONSHIPS
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THIS NEW MARKETING MEANS…
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THIS NEW MARKETING MEANS…
BE HUMANJoin your audience on their terms
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THIS NEW MARKETING MEANS…
BRAND IS CRITICAL!What’s your promise? Your unique value?
How will you bring this to life?
BE HUMANJoin your audience on their terms
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THIS NEW MARKETING MEANS…
BRAND IS CRITICAL!What’s your promise? Your unique value?
How will you bring this to life?
NO MORE SET & FORGETDialogue requires feedback
mechanisms, time, effort and good conversational skills
BE HUMANJoin your audience on their terms
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THIS NEW MARKETING MEANS…
BRAND IS CRITICAL!What’s your promise? Your unique value?
How will you bring this to life?
NO MORE SET & FORGETDialogue requires feedback
mechanisms, time, effort and good conversational skills
BE HUMANJoin your audience on their terms
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COLLABORATIONConsumers want to feel a part of
something bigger. Let them
THIS NEW MARKETING MEANS…
BRAND IS CRITICAL!What’s your promise? Your unique value?
How will you bring this to life?
NO MORE SET & FORGETDialogue requires feedback
mechanisms, time, effort and good conversational skills
BE HUMANJoin your audience on their terms
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COLLABORATIONConsumers want to feel a part of
something bigger. Let themGo BIG or go home
New Marketing PhilosophyGlobal
Open
Social
Intelligent
Playful
Mobile
Instant26
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SOCIAL MEDIA IS THE NEW MASS MEDIA
MARKETERS ARE NOW PUBLISHERS
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WHAT IS SOCIAL MEDIA?
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Definition
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Definition◼ Social Media - media designed to be disseminated through social interaction, created using
highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).
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Definition◼ Social Media - media designed to be disseminated through social interaction, created using
highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).
I prefer:
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Definition◼ Social Media - media designed to be disseminated through social interaction, created using
highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).
I prefer:
◼ Social Media - how people socialize or interact with each other, around a variety of shared interests, throughout the World Wide Web.
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Definition◼ Social Media - media designed to be disseminated through social interaction, created using
highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).
I prefer:
◼ Social Media - how people socialize or interact with each other, around a variety of shared interests, throughout the World Wide Web.
Source: Wikipedia - a social media
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Being Social is Nothing New
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We’ve Been Looking for
Connections for Years
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Key Platforms
Social Media is a Vehicle for:
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Social Media is a Vehicle for:
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Social Media is a Vehicle for:
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Social Media is a Vehicle for:
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Social Media is a Vehicle for:
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Social Media is a Vehicle for:
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Social Media is a Vehicle for:
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WHY SOCIAL MEDIA?
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Social Media Drives Awareness and Recall
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Consumer Behaviour Shifting
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Facebook has the highest recall of advertising on its site –much higher than typically seen within MarketNorms
Social Media ROI
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◼Companies engaged in social media enjoy higher revenues and profits than their peers...across all industries
Altimeter Group + Wetpaint
Social Media ROI
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◼Online community members spend 54% moreeBay
Why Consumers Follow Brands
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Why Brands Want Consumers to Follow Them
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Consumer Trust Has Shifted
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Measurement
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What Can We Count?
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◼ Friends◼ Fans◼ Followers◼ Interactions◼ Views◼Reach◼Comments◼ Blog Posts◼Click-Throughs◼ Time
What Can We Measure?
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COOL STUFF
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"People think they know Volkswagen but we believe there is a bigger story to tell about our brand, our commitment to the American market and our expansive line of affordable, German-engineered cars that are fun to drive. The PunchDub campaign is aimed at reintroducing American consumers to today's Volkswagen."
Tim Ellis, Vice President of Marketing
The Challenge - Increase model awareness and familiarity by reminding consumers of all the Volkswagens on the road
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The Idea - Raise the VW model profile by reminding people of that nonsensical, sometimes painful, game many of us played as kids -- punching each other whenever a VW drove by.
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The Challenge - Bring a much loved brand out of the 1980s and create relevancy with the modern day consumer.
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The Idea - Make the marketing for the game a game...a global game pitting groups against each other in a battle for supremacy!
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More than 15m questions asked and answered10 languages3,500 non-stop days of engagement9 years, 215 days, 8 hours and 24 minutes Back in market as a battle of the ages (over and under 30)...and the women won
WRAP UP
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Key Takeaways
◼Consumer behaviour has changed◼ Explore and consider the social media space as a marketing venue
◼ There is a new philosophy for marketing◼ Marketers must think differently in order to win
◼ Social media can mean many things◼ But it’s not something to be scared of
◼ The industry is moving forward◼ Those who do not participate miss out on experience, data, insight
◼ Social media can deliver ROI◼ It is easy to integrate into your planning
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WHAT’S NEXT?
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WHAT’S NEXT?
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WHAT’S NEXT?
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WHAT’S NEXT?
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WHAT’S NEXT?
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WHAT’S NEXT?
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WHAT’S NEXT?
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WHAT’S NEXT?
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