View
221
Download
0
Tags:
Embed Size (px)
Citation preview
Social Media
People, Technology, Strategy
Traditional Media
Source: HubSpot, Social Media Authority: Measuring and Improving Online Influence
Roadblocks to Traditional Media
Source: HubSpot, Social Media Authority: Measuring and Improving Online Influence
Breaking Down Roadblocks
Source: http://digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/
0%
25%
50%
75%
100%
40%
25%
51%
67%
Follow at least 1 BrandPurchase regularly from those Brands
Social Media Landscape
Source: FredCavazza.net, Social Media Landscape, January 2011
Marketing Communications Mix
Personal Communication
s
Selling
Customer Service
Training
Telemarketing
Word of Mouth
Advertising
Broadcast
Internet
Outdoor
Direct Mail
Sales Promotion
Sampling
Coupon
Sign-up rebates
Gifts
Prize Promotions
Publicity and PR
Press Releases/Kits
Press Conferences
Special Events
Sponsorship
Trade Shows, Exhibitions
Media-Initiated
Coverage
Instructional Materials
Web sites
Brochures
Software CD-ROM
Instruction Manuals
Corporate Design
Signage
Interior Décor
Vehicles
Equipment
Stationary
Uniforms
Source: Services Marketing, People Technology, Strategy. Christopher Lovelock and Jochen Wirtz. Prentice Hall, 2011. 7th Edition, p. 173.
Personal Communications
Selling
Customer Service
Training
Telemarketing
Word of Mouth
Social Media
Advertising
Broadcast
Internet
Outdoor
Direct Mail
Social Media
Sales Promotion
Sampling
Coupon
Sign-up rebates
Gifts
Prize Promotions
Social Media
Publicity and PR
Press Releases/Kits
Press Conferences
Special Events
Sponsorship
Trade Shows, Exhibitions
Media-Initiated
Coverage
Social Media
Instructional Materials
Web sites
Brochures
Software CD-ROM
Instruction Manuals
Social Media
Corporate Design
Signage
Interior Décor
Vehicles
Equipment
Stationary
Uniforms
Social Media
Source: Services Marketing, People Technology, Strategy. Christopher Lovelock and Jochen Wirtz. Prentice Hall, 2011. 7th Edition, p. 173.
Marketing Communications Mix
Social media happens in public, for better or for
worse.
It’s a 2-way street: actively involve,
engage, and respond to your customers.
Creating Value
Add and create value through the content
of your communication.
Build and maintain relationships with existing customers (your champions) and attract new
ones.
BestBuy
Glad to hear, Peter. Thanks for shopping with us.
DSW
Woohoo! You should tweet us a pic when you get 'em! We'd love to see 'em!
A Human Opportunity
Starbucks
Be amazed. We are real (and happy to be talking with you)! Thanks for the tweet! :-)
A Human Opportunity
The Big 4
Global users 750 million 500 million 100 million 120 million
U.S. users 225 million 150 million 40 million 60 million
Age rangeBiggest age group
13-65+45-54
18-54+25-44
13-65+35-44
17-65+35-44
Male/Female 38/62 48/52 42/58 55/45
Biggest Education level group
55% some college
52% some college
53% some college
41% bachelor’s degree
Biggest Income group
$25-50K $25-50K $25-50K $50-75K
Astonishing stat 700 billion minutes/month
3 billion videos watched/day
1 billion tweets/week
1st million users: 477 days; last million: 6 days
Sources: http://www.facebook.com/press/info.php?statistics, http://blog.twitter.com/2011/09/one-hundred-million-voices.html, http://www.youtube.com/t/press_statistics,http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/
New and Promising?
• Google +
• What is it?
• Rolled out as invite only
• Initial surge: 10 million in first month
• Usage, adoption drop-off
• Opened to all Sept. 20
• Brands told to hold off
• “Google plus entity” coming soon
Where and How to Start
DOs DON’Ts
Explore and test it Be afraid to try it
Plan objectives, goals, and ways to measure success
Dive in without a basic strategy
Research and find out where your champions are
Assume every tool and channel is good for you
Be human Use it as a primary advertising channel
Respond, track, and analyze Ignore or be an inactive participant
What are we doing? Is it working?
• Make your social media strategy stick:
• Monitor, Respond, Track, Analyze, Revise
• Wealth of info, take advantage of free analytics
• Facebook Page Insights
• YouTube Video Insights
• Google Analytics
Source: http://undersolenmedia.wordpress.com
Did you tweet it? What are they saying?
• Use dashboards (HootSuite, TweetDeck) to manage multiple accounts
A Harvard Extension Example
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
-
5
10
15
20
25
30
35
Extension School Social Media Reach & EngagementMarch-Sept. 2011
Weekly Posts by EXT
Reach
En-gage-ment
Week Ending
People
Posts
/Week
Your boss is on twitter, too.
Resources
• Mashable
• www.mashable.com
• @mashable
• Hubspot
• www.hubspot.com
• @hubspot
• DIOSA Communications (for NPOs)
• www.diosacommunications.com
• http://nonprofitorgs.wordpress.com
• @NonprofitOrgs
• Chris Brogan
• www.chrisbrogan.com
• @chrisbrogan
• Social Media Examiner
• www.socialmediaexaminer.com
• @smexaminer
• MarketingProfs
• www.marketingprofs.com
• @MarketingProfs
• Edudemic (for edu, tech enthusiasts)
• www.edudemic.com
• @edudemic
• Steve Rubel
• http://www.steverubel.me/
• @steverubel
Sources
• http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/
• http://www.fredcavazza.net/2010/12/14/social-media-landscape-2011/
• http://www.facebook.com/press/info.php?statistics
• http://blog.twitter.com/2011/09/one-hundred-million-voices.html
• http://www.youtube.com/t/press_statistics
• http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/
• http://www.techvibes.com/blog/twitter-grows-linkedin-stagnates-and-facebook-still-wears-the-crown-a-social-networking-infographic-2011-09-07
• http://www.comscoredatamine.com/2011/06/average-time-spent-on-social-networking-sites-across-geographies/
Sources
• http://pewinternet.org/Reports/2011/Twitter-Update-2011/Main-Report.aspx
• http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/
• http://www.comscore.com/Press_Events/Press_Releases/2011/9/comScore_Media_Metrix_Ranks_Top_50_U.S._Web_Properties_for_August_2011
• http://www.istrategylabs.com/2009/02/twitter-2009-demographics-and-statistics/
• http://mashable.com/2011/08/29/beyonce-baby/
• http://marketing.linkedin.com/audience
• http://press.linkedin.com/about
• http://www.pbs.org/mediashift/2011/09/google-social-media-upstart-worse-than-a-ghost-town262.html