Webforward Jeremy Woolf Text 100

26 May 2010

It Aint Yo’ Momma’s Marketing - How

Social Media is Transforming MarketingJeremy Woolf, Global Social Media Practice Lead, Senior Vice President

Text 100 Public Relations

It Aint Yo’ Momma’s Marketing - How Social Media is Transforming

MarketingJeremy Woolf - Text 100 Public Relations26 May 2010

Slide Title

• Redefining marketing in the social media age

• How leading companies are generating business results via social media channels

• A methodology for social media engagement

• What does the future hold?



Text 100 fast facts

Global AgencyLargest organically-grown global PR specialist

32 offices and 500 staff

Big agency infrastructure, boutique agency service

Breadth of Consulting Services

Corporate Communications, CSR

Social media

Consumer campaigns

News creation, media relations

Brand and messaging

MethodologyResults-oriented programs

built on business goals

Focused on delivering clear value and ROI to our clients

Consistent methodology and measurement

Award Winning Campaigns

e.g. PR Week, Media, The Holmes Report, Ad News,

PR News Non-Profit, Sunday Times, IPRA, PRIA

View: www/text100.com/en/who-we-are/awards



Global boutique agency

4







Marketing ... is the process by

which companies advertise

products or services to potential

customers.

It is an integrated process through

which companies create value for

customers and build

strong customer relationships in

order to capture value from customers

in return.



Social media is the use of electronic and

Internet tools for the purpose of sharing and

discussing information and experiences

with other human beings

The term most often refers to activities that integrate

technology, social interaction, and the

construction of words, pictures, videos and audio

This interaction, and the manner in which information

is presented, depends on the varied perspectives and

"building" of shared meaning among

communities.



Productising

Pricing

Placing

Promoting



Recognising

Pricing

Placing

Promoting



Recognising

Rewarding

Placing

Promoting



Recognizing

Rewarding

Relationship(ing)

Promoting



Recognizing

Rewarding

Relationship(ing)

Retaining



26 May 2010

•More than 5000

online mentions per

day

•Fans post more than

65,000 pictures on

Flickr, 110,000 videos

on YouTube and

2,500 tweets per day

•Fans own the brand

•Facebook

•Expedition 206



• Dessert Gallery is a

popular Houston-based

bakery and café chain

• Surveyed mailing list and

invited to become fans

• Updated the page

several times a week

• Facebook fans visited the

store more often than

non-fans, spending more

• Facebook fans generated

more positive word of

mouth

• Dessert Gallery is a

popular Houston-based

bakery and café chain

• Surveyed mailing list and

invited to become fans

• Updated the page

several times a week

• Facebook fans visited the

store more often than

non-fans, spending more

• Facebook fans generated

more positive word of

mouth



• FICO scores consumers

on credit

• Created myFICO where

consumers share credit

knowledge, experiences,

and advice

• 10% decrease in support

calls

• 39% of search engine

traffic lands on a

community page

• 13% of all online sales

include viewing one of

those community pages

• Customer spends on

average 66% more after

joining the community

• FICO scores consumers

on credit

• Created myFICO where

consumers share credit

knowledge, experiences,

and advice

• 10% decrease in support

calls

• 39% of search engine

traffic lands on a

community page

• 13% of all online sales

include viewing one of

those community pages

• Customer spends on

average 66% more after

joining the community





twitter blog

Text 100 Owned Media

.com



twitter blog


.com

Earned Media

Earned Media

Earned Media E

arned Media



twitter blog


.com

Earned Media

Earned Media

Earned Media E

arned Media



twitter blog


.com

Earned Media

Earned Media

Earned Media E

arned Media





Photocredit: Zevotron







Social brands will

succeed

Brands must respond

in real time

Real relationships

rock



� Social media has changed marketing forever

� It is here to stay

� But it isn’t a silver bullet

� Social media is a B2B and B2C play

� Start small…but start

� Businesses succeed because they are

committed

� Process and practice make perfect

Summary





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