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Powerful experience of how social media redefines WEB2.O Branding and Marketing
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Part ISocial Media Redefines Marketing, Branding
© 2008
Greetings!I am Ira Kaufman, President Optimized Strategies, Ph.D. Marketing
As a Marketing Strategist, I combine 30 years of rich experiences with businesses and nonprofits to develop the potential of companies and institutions.Marketing is evolving and expanding. It requires an integration of traditional advertising, online marketing, social media and networking to develop competitive advantage.
I challenge owners and senior executives to clarify their goals and translate them into a consistent Brand. Then our team develops an Integrated Marketing Strategy that leverages social media and online marketing.
Please join me on a journey to discover the Power of Social Media in building a WEB2.0 Brand and Competitive Advantage.
Connect with me: [email protected] (office); 540-875-8510 (cell)
Blog http://www.attractingtalenthub.comLinkedIn http://www.linkedin.com/in/optimizedstrategiesTwitter http://twitter.com/ira9201Facebook http://profile.to/irakaufman
Invite you on a Journey
Opening the doorway to new experiences and insights into the future of marketing…
Challenging your assumptions
Building Your New Brand
Who Are You?What's Your Brand?
Pew Internet & American Life Project Tracking surveys (Last updated: July 22, 2008)
What’s the Marketing Explosion?
From Traditional Advertising to
Online Marketing to
Integrated Social Marketing Strategy
From Traditional Advertising to
Online Marketing to
Integrated Social Marketing Strategy
/
McKinsey & Co Report • By 2010, traditional TV advertising will be one-third
as effective as it was in 1990. It assumes:
• 15% decrease in buying power driving by cost-per-thousand rate increases
• 23 % decline in ads viewed due to switching off• 37% decrease in message impact due to
saturation
• Prime-time TV ad spending has increased over last decade by about 40%, as viewers have dropped almost 50%. Paying more for less translates into a much higher cost-per-viewer-reached.
http://www.mediabuyerplanner.com/2006/08/07/mckinsey_tv_selling_power
Crisis In Mass Marketing• 18%: Proportion of TV advertising campaigns generating
positive ROI
• 54 cents: Average return in sales for every $1 spent on advertising
• 84%: Proportion of B2B marketing campaigns resulting in falling sales
• 100%: The increase needed in advertising spend to add 1-2% in sales
• 14%: Of people who trust advertising information
• 90%: Of people who can skip TV ads who do skip TV ads
• 56%: People who avoid buying products from companies who they think advertise too much
• 65%: People who believe that they are constantly bombarded with too much advertising
Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix
Power of the Internet
Stats from Internet WorldStats (Census, Nielson)
Internet Usage
USA Population: 303,824,646
Internet Usage: 220,141,969
Penetration Rate: 72.5%
Growth from 2000-2008: 130.9%
Social Media Will Change Your Business
“Look past the yakkers, hobbyists, and political mobs.
Your customers and rivals are figuring blogs out.
Our advice:
Catch up… or catch you later”
Business Week February 20, 2008
• Common intention to open networking
• Gain access to previously blocked contacts
• Expands access to other vast networks
Social Media Opens Blocked Communications
Power of
• More than 100 million active users, 4th most-trafficked website in the world • Over 55,000 regional, work-related, collegiate, and high school networks
• More than 50% users are outside of college
• #1 site for people ages 17-25
• Fastest growing demographic is those 25-35 years old
• Maintain 85 %market share of 4-year U.S. universities
• 50% of users return daily.
• Group Facebook for Business for a rich source of information. 25,000+ members.
Statistics gathered directly from Facebook
Professional Resource
• Launched in May 2003
• 26+ million experienced professionals from around the world
• Represents 150 industries
• 10+ Million unique visitors per month
• Grew almost 200% from 2007
Data from LinkedIn
Goes Mainstream
Businesses are finding ways to tweet• Doctors update patients about office
hours
• Zappos, shoe retailer updates 14,000
followers
• COMCAST use it for customer services
• Real estate agents are selling Houses
• HCA uses for recruiting nurses Journal October 27, 2008
WordPress Transforms Websites
Businesses are adopting WEB2.0
• Search engine optimization friendly
• Interactive
• Content managed
• Builds relationships
• Real time metrics
Widgets Rule
Businesses use widgets to gain and distribute information • Free
• Easy to upload
• Collect information
• Viral, Self-Distributing
• Distribute your published posts
• Engage conversations
• Customer service, Feedback, Promotion,
Job boards
Social Media Marketing Examples
•
1. Blogs (Johnson & Johnson, Delta Air Lines)
2. Bookmarking/Tagging (Adobe, Kodak)
3. Brand monitoring (Dell, MINI)
4. Content aggregation (Alltop, EMC)
5. Crowdsourcing/Voting (Oracle, Starbucks)
6. Discussion boards and forums (IBM, Mountain Dew)
7. Events and meetups (Molson, Pampers)
8. Mashups (Fidelity Investments, Nike)
9. Microblogging (method, Whole Foods)
10. Online video (Eukanuba, Home Depot)
11. Organization and staffing (Ford, Pepsi)
1. Blogs (Johnson & Johnson, Delta Air Lines)
2. Bookmarking/Tagging (Adobe, Kodak)
3. Brand monitoring (Dell, MINI)
4. Content aggregation (Alltop, EMC)
5. Crowdsourcing/Voting (Oracle, Starbucks)
6. Discussion boards and forums (IBM, Mountain Dew)
7. Events and meetups (Molson, Pampers)
8. Mashups (Fidelity Investments, Nike)
9. Microblogging (method, Whole Foods)
10. Online video (Eukanuba, Home Depot)
11. Organization and staffing (Ford, Pepsi)
www.mashable.com/2008/11/07/social-media-marketing-plan/
Social Media Marketing Examples … continued
•
12. Outreach programs (Nokia, Yum Brands)
13. Photosharing (Rubbermaid, UK Government)
14. Podcasting (Ericsson, McDonalds)
15. Presentation sharing (CapGemini, Daimler AG)
16. Public Relations - social media releases (Avon, Intel)
17. Ratings and reviews (Loblaws, TurboTax)
18. Social networks: applications, groups, personalities (British Airways, Saturn)
19. Sponsorships (Coca-Cola, Whirlpool)
20. Virtual worlds (National Geographic, Toyota)
21. Widgets (Southwest Airlines, Target)
22. Wikis (Second Life, T-Mobile Sidekick)
12. Outreach programs (Nokia, Yum Brands)
13. Photosharing (Rubbermaid, UK Government)
14. Podcasting (Ericsson, McDonalds)
15. Presentation sharing (CapGemini, Daimler AG)
16. Public Relations - social media releases (Avon, Intel)
17. Ratings and reviews (Loblaws, TurboTax)
18. Social networks: applications, groups, personalities (British Airways, Saturn)
19. Sponsorships (Coca-Cola, Whirlpool)
20. Virtual worlds (National Geographic, Toyota)
21. Widgets (Southwest Airlines, Target)
22. Wikis (Second Life, T-Mobile Sidekick)
Web2.0 Trends Updated 12/07 Jo,SanKuKT
1. Desperate Housewives ABC 22.3 million
2. Dancing With the Stars ABC 22.0
3. CSI: Crime Scene Investigation
CBS 20.8
Nielsen Rating – Nov 6- Nov 12 2006
Evolution of Dance 35.7 MM
Pokemon Theme Music 17.3
Quick Change Artists 12.7
TOP 3 (20 nov 2006)
Power of YouTube “play for real”
The traditional marketing model is being challenged,
and Chief Marketing Officers can foresee a day when it will no longer work.
McKinsey Quarterly, 2005, Number 2
The Power Has ShiftedThe Power Has Shifted
Any Time - Any Place - Any Way
Web2.0 Trends Updated 12/07 Jo,SanKuKT
“Social Trend in which people
use technologies to get
things that they need
from each other, rather
from corporations”
“Social Trend in which people
use technologies to get
things that they need
from each other, rather
from corporations”
Marketing Rules are ChangingMarketing Rules are Changing
It was It’s now
Pushing message to client Pulling client to the message
One way message Interactive conversation
Business generated content User generated content
Direct client to immediate action Engage, build relationship
Hard to measure results Real time metrics
Consistent media preferencesGenY/X different media preferences
Coveting information Sharing information
Charging for entry – block entry Giving free ebooks, product
Essence of the Future of Marketing
• It all starts with respect.
• Listening is marketing.
• Participation is marketing.
• Media is marketing.
• Conversations are marketing.
• Comments are marketing.
The Social Media Manifesto
Web2.0 Trends Updated 12/07 Jo,SanKuKT
Integrated Social Marketing Campaign that
made a difference
What was Obama’s brand?
What was McCain’s brand?
Marketing Pundits SpeakMarketing Pundits Speak
Obama• Packaged, marketed and distributed his
charismatic self and easily digestible message of “change”- political, social economic
McCain • Struggled to find an electable identity and
clear voice• Lost himself inside the ambiguous maze of his
“maverick” persona.
Obama• Packaged, marketed and distributed his
charismatic self and easily digestible message of “change”- political, social economic
McCain • Struggled to find an electable identity and
clear voice• Lost himself inside the ambiguous maze of his
“maverick” persona.
Powerful Social Media Strategy
Obama has 380% more supporters than McCainObama: 2,379,102 supportersMcCain: 620,359 supporters
Obama has 380% moresupporters than McCain Obama: Friends: 833,161McCain: Friends: 217,811
Obama has 403% more subscribersthan McCain & 905% moreViewers than McCain
Obama has 240 times morefollowers than McCain Obama:
@barackobama has 112,474 followers
McCain: @JohnMcCain 4,603 followers
www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
http://www.slideshare.net/saydowin/obama-social
Old 4Ps Marketing
4Ps
Value Creator Customer
WEB2.0 Marketing
5Ps
Value Builder - Company - Employer - Person
Customer
Product (WEB2.0 Brand)
Price ($, time, ease)
Promotion (Integrated Marketing)
Job Seeker
Online Visitor
Participation (Conversations)
Place (online, offline)
Publisher
Factors Distinguishing Traditional, Online and Social
Media Traditional Online Social
Tools
Advertising (TV , radio), billboards, direct mail)
Websites, banners , ecommerce, Search engine optimization
Blogs, wikis, video on demand, RSS, social networks, widgets, cell phones
BrandingControl brand and growth
Promote brand- some control
Set the brand but cannot control - based on user feedback
Approach Closed, directedCan be dynamic and updated regularly
Open , responsive – listen, adapt
Sales process PushCombination push/pull
Pull
Interactivity None – one wayBoth static and interactive
Interactive and real time
Entry High expertise and cost
Moderate expertise and cost
Low expertise and cost/ free
Attention Economy
• A marketplace where consumers agree to receive services in exchange for their attention.
• Include personalized news, personalized search, alerts
and recommendations to buy.
• The consumer has choice - they get to choose where
their attention is 'spent'.
• If content is relevant, site is “sticky” creating more opportunities to sell.
Web2.0 Trends Updated 12/07 Jo,SanKuKT
WEB2.0 MarketingSummary
WEB2.0 MarketingSummary
It’s not about a cheaper product or your idea; It’s about creating engaging conversations.
It’s not about better coffee – it’s about the place
It’s not about the hog, it’s about a lifestyle
It’s not about the entertainment – it’s about delivery
It’s about my space
It’s about my opinion , experience
It’s about your choices, places, and time