Social Media RevolutionPrepared by

Cory HartlenProduct Marketing Manager

Twitter: @CoryHartlenLinkedin: /in/Coryhartlen

Introduction

@CoryHartlen

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Questions – a Quiz

• How many of you just CANNOT keep up with this social media technology?

• How many of you have a smart phones?

• How many of you have two smart phones?

• How many of you have children?

• Of those with children, how many have smart phones?

Your Customers Share More than Ever Before

Great article on…

Love the new…

Having a problem with…

Looking for recs...

Hiring a CTO…

Cool video…

Product review…

The Social Media Revolution

Not a Technology, but a Revolution

• It is about relationships

• One in five couples met on line

• One in five couples who divorce blame Facebook

It’s about Sharing

•30 billion pieces of content is shared on Facebook each month

•Youtube generates 92 billion page views per month

•People upload 3,000 Flickr photos every minute•There are on average more than 190 million Tweets per day

•People spend 700 billion minutes per month on Facebook

It’s about Trust • Did you know that more than 90% of people trust peer

reviews?

• Did you know that only 14% of us believe advertising?

• Did you know there is an annual Trust Barometer?

• Did you know what the #1 thing is that keeps Boards of Directors up at night?

• Did you know that the Dow Jones now has a Reputation Index?

| THE SOCIAL DIVIDE:

Your customers, employees, suppliers, fans and detractors are social. This is your community!

How do you seize the

opportunity?

JUNE 2006

Asleep at the wheel: Comcast technician becomes poster child for poor customer service. 1.3 million view the video.

Social Relevance: Comcast humiliation caused a change in priorities. Soon becomes industry leader in Twitter customer service help.

JULY 2009

United Airlines handles hundreds of lost and damaged baggage complaints each year. But aggrieved Dave Carroll went viral with his ballad of a broken guitar.

Social Relevance: United had 9 months to placate Carroll before he penned his protest song. Instead they were confronted with a backlash millions empathized with.

That’s Created a Fundamental Shift in Marketing

Traditional Marketing

Interruption marketing

Company controls brand perception

Trust company messages

Eyeballs and ears

Centralized presence (www)

Buy a list of names to email

Social Marketing

Invitation marketing

Community shapes brand perception

Trust friend recommendations

Hearts and minds

Distributed presence

Social listening & engagement

| THE FIVE C’S OF SOCIAL MARKETING

Content is KING

| THE FIVE C’S OF SOCIAL MARKETING

Community

| THE FIVE C’S OF SOCIAL MARKETING

Conversation

| THE FIVE C’S OF SOCIAL MARKETING

Collaboration

| THE FIVE C’S OF SOCIAL MARKETING

Connections

| THE SEVEN OUTCOMES OF SOCIAL MARKETING

-Jason Falls, Nobullshitsocialmedia.com

• Enhance Branding or Increase awareness• Protect Brand Reputation• Facilitating PR• Building Communities• Improving Customer Service• Driving R&D• Increasing Sales

So, what does this have to do with you?

EVERYTHING

New Positions Are Being Created

| AVOID THE SILOS

Marketing PR HR Sales Cust.

Serv.

Blogs Forums Facebook Twitter YouTube

| SOCIAL MEDIA COUNCIL, CHAMPIONS FROM EACH DEPARTMENT

Marketing PR HR Sales Cust.

Serv.

Blogs Forums Facebook Twitter YouTube

| ADVANCED COMMUNITY MODEL

Marketing PR HR Sales Cust.

Serv.

Blogs Forums Facebook Twitter YouTube

Community Team

How Companies Are Approaching Social Media

| IT ALL STARTS WITH LISTENING

Ideas

Complaints

ComplimentsCrisis

Competition

CampaignInfluencers

Needs

It’s about Relationships• How many of you are thinking about the baby boomer

retirement issues?

• 50% of population is < 30 - how are you recruiting?• Are you using Linkedin? Do you know how?• Does your company ban social media use for employees?• 56% of respondents said they would not accept a job where social media is

banned

• How are you communicating with existing employees?

• How are you communicating with recruits?

• Do you allow social media use in your workplace?

It’s about Trust • Do you think that banning social media really works?

• Edelman’s Trust Barometer• BlessingWhite

It’s about people • It is about building community

• It is about building a network of your workers – inclusion

• It is about knowing your audience

Social is Disrupting the Entire Enterprise

Service

Recruiting

Sales

R&D

Marketing

Executives

@CoryHartlen

UPS – Recruitment

Converting more fans and followers to employees (Facebook, Twitter and Text Messaging)

@CoryHartlen

FedEx - Crisis Communications 1.Responded Quickly2.Fixed Problem3.Spoke in human voice4.They used the right medium

Social Media Use Cases – Customer Service

Southwest Airlines are in the Customer Service Business not the airline business

In addition to Tweeting news, they provide updates through Rapper Flight Attendants.

Channels Used: Twitter, Facebook, Blog – Nuts About Southwest, YouTube

Social Media Use Cases – RecruitingErnst and Young85,000 likes

Sharing 3rd party articles,Job listings and ebooks

Promoting employeeAchievements

Responding to recruiting questions

Drive traffic to careers page

Social Media Use Cases – R&D

Dell (Ideastorm)

It stared with a post…“Dell lies. Dell sucks” >17,000 ideas>736,572 votes

Channels Used: Twitter, Facebook, Blogs, YouTube

QUESTIONS?Presented by @CoryHartlenProduct Marketing ManagerSalesforce Radian6Cory.Hartlen@radian6.com

Resources

Links

Ebooks: http://www.radian6.com/blog/media_types/e-books/

Videos and Presentations: http://www.radian6.com/blog/media_types/videos-presentations/

Case Studies and White Papers:http://www.radian6.com/blog/media_types/case-studies-white-papers/