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In the web-made world, a radical imperative has emerged: open up. Social media grants us the ability to embrace opening up to our customers, partners and internal counterparts, but the trick is to understand which component of social media is best for your objective. Dale Edman, Director of Account Strategy at Resource Interactive, will review the challenges we all face in the new, networked world. He will guide you through the social media mix from blogs to twitter and highlight best practices of leading brands.
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Prepared for IABC & Presented by Dale Edman
March 19, 2009
Social Media Overview
agenda
: Consumer Shift and the Social Web
: Introduction to The OPEN Brand
: Social Media Overview
· Top independent digital marketing agency
· Privately held, WBEN certified
· Founded in 1981
· 220 associates
· Recently named Top Workplace by WSJ
· Headquartered in Columbus, OH
· Clients: Fortune 500 Retailers, CPG, Branded Manufacturers
resource interactive
digital footprint
Consumer Shift and the Social Web
More than 25% of the search results on Google for the world’s 20 largest brands, are consumer generated content.—Nielsen Buzz Metrics
The number of text messages sent and received each day
exceed the population of Earth.
—m-metrics, 2007 Mobile Commerce Landscape
77% of Internet shoppers read online
product reviews.—JupiterResearch, August 2007
86+ million social network users in the U.S.—eMarketer, 2008
1.4 blogs created every second of every day.—Technorati 2007
The average U.S. citizen will spend 5.4 years per
lifetime online.—Nielsen Online Stats, 2007
Over 8 million twitter users in the U.S.—Twitdir, 2009
“President Obama is committed to creating the most open and accessible administration in American history.”
—www.whitehouse.gov, January 20, 2009
“We have to strike the right balance between being in touch, and being in control. The irony is, the more in control we are, the more out of touch we become.”
Procter & Gamble CEOA.G. Lafley
at the ANA Annual Conferencein Orlando, October 2006
LISTEN & LEARN
BUILD AWARENESS
FACILITATE PARTICIPATION
SUPPORT PURCHASE
REENGAGE & EMPOWER
A NEW CONSUMER JOURNEY
LISTEN & LEARN
BUILD AWARENESS
FACILITATE PARTICIPATION
SUPPORT PURCHASE
REENGAGE & EMPOWER
An introduction to
THE OPEN BRAND
…is for On-DemandDelivers accessible, self-directed and instantly gratifying experiences.
…is for PersonalFacilitates meaningful interaction with many markets of one.
…is for EngagingDeepens attachment through relevant emotional experiences.
…is for NetworkedTaps the exponential potential of individual consumers and online niche communities.
Facilitates Relevant Customer Experiencesan open brand
Social Media
OVERVIEW
social web
create
share
influence
Web 2.0
Wiki
Mobile
microblogging
web made world
open sourcePodcasts
RSS
IDK
You Tube
Flickr
social media
Blogs Twitter
bebo
kaboodle
social networkingsocial tagging
Micro blogging
3D Niche Networks
mCommerce
User Customized Apps
Social Navigation
Social commerce
TODAY FUTURE/EMERGING
YESTERDAY
Blogs
Social Networking
Mobile
Widget
Social Bookmarking
Multi-channel commerce
Letter from CEO/Pres
Hanging out at mall
Pay Phones
Off the shelf software
Search
eCommerce
MARKETING EVOLUTION
SOCIAL MEDIA OVERVIEW
: Blogs
: Micro-blogging
: Internal blogs
: Major Social Networks
: Niche Social Networks
: Consumer Generated Content
: Widgets/Apps
: Mobile
BLOGS
Kelly Mooney’s “Mooney Thinks”
WHAT
A frequently updated, self-publishing platform that promotes conversations with consumers
HOWInformation can be published easily and spread rapidly through RSS
TYPESCorporate, Corporate Evangelist, Personal, News, Aggregated
GOALS
Brand engagement
Loyalty
Community building
WOM/Influence
Nike’s “Nike Running”
Do I need the text telling what blog it is? What about dropshadows.?
Blog Examples
Sharpie’s Official Blog
Sony’s PSP flog “All I want for Xmas is a PSP”
BLOGS
HITEXAMPLE
BLOGS
MISSEXAMPLE
Micro-blogging
WHAT
A constantly updated, short-form, self-publishing platform that promotes conversations with consumers
HOW
Information can be published easily and spread rapidly. Accessed via a variety of methods
TYPES Personal, Corporate
GOALS
Brand engagement
Community building
Customer Support
Micro-blogging Examples
Zappos
Home Depot
Starbucks
Jet Blue
Ford
Whole Foods
MICRO-BLOGGING
HITEXAMPLE
MICRO-BLOGGING
MISSEXAMPLE
Dell
“My wife just went through a totally rude customer service experience with our local UHaul rep. Downright rude. Do they want the business?”
Whole Foods
Uhaul
Internal Blogging
WHAT
A frequently updated, self-publishing platform that promotes conversations with employees
HOWInformation can be published easily and spread rapidly through RSS
TYPES Corporate
GOALS
Communication
Dialogue
Centralized Information
Internal Blogging Examples
Social Networking Sites
Examples of SN sites:
WHAT
Community based service where users can connect with other like-minded users and or groups
HOWConsumers network with each other through comments and images
TYPESBrand sponsored, user-generated fan/group pages, consumer generated
GOALS
Brand engagement
Community building
WOM/Influence
Major Social Network Examples
Coca-Cola
Nike
Sony PSP
SOCIAL NETWORKING HITEXAMPLE
SOCIAL NETWORKING
MISSEXAMPLE Wal-Mart’s “The Hub” in 2006
VS Pink’s MySpace Page RI Client American Eagle Facebook Page
Niche Social Networks
WHAT
Community based service where users can connect with other like-minded users and or groups
HOWConsumers network with each other through comments and images
TYPES
Brand sponsored, user-generated fan/group pages, consumer generated
GOALS
Brand engagement
Community building
Customer Support WOM/Influence
Niche Social Network Examples
Niche Social Network Examples
CONSUMER GENERATED MULTI-MEDIA
WHAT Multi-media content produced and shared by consumers
HOW
Provides consumers with richer experiences that result in a broader appeal and access to information
TYPESDigital media technologies: digital video, mobile phone photography, mash-ups, etc.
GOALS
Improve brand perception
Identify brand advocates
Influence
VS PINK “World’s Largest PJ Party” RI Client
H&M “Fashion Runway” Wet Seal “Fashion Community”
Wal-Mart “Wal-Marting Across America”
CGM HITEXAMPLE
CGM
MISSEXAMPLE
WIDGETS
WHAT Self contained brand experience off site
HOW Delivers real time information to consumers
TYPESDesktop, mobile, other site-ready (e.g. Google, Facebook)
GOALSBrand engagement
Word of mouth / Influence
People’s Choice AwardsRI Client
Sears Desktop Widget
JC Penney’s Desktop WidgetVS Pink MySpace Widget RI Client
WIDGET HITEXAMPLE
WIDGET
MISSEXAMPLE American Apparel iGoogle Gadget Twitter iGoogle Gadget
MOBILE
WHAT Connect with consumers anytime or anyplace
HOW Communicating relevant and timely information
TYPES
Messaging (e.g. sms-text messaging, wap-mobile web, mms picture & video messaging), in-venue events, mobile advertising, search, downloadables and mCommerce
GOALS
Brand engagement
WOM/Influence
On-demand
Resource InteractiveMobile Web Site
Target
Wal-Mart Promotional Alerts
Pizza Hut order by mobile
Starbucks Store Locator Amazon
Mobile App
MOBILE
HITEXAMPLE
MOBILE
MISSEXAMPLE
1. Identify staff
2. Listen & learn
3. Reserve your brand name
4. Develop Social Media plan
5. Define strategy
6. Develop voice, tone & guidelines
7. Find & follow your audience
8. Engage
9. Measure
10. Repeat
Getting Started
“We have to strike the right balance between being in touch, and being in control. The irony is, the more in control we are, the more out of touch we become.”
Procter & Gamble CEOA.G. Lafley
at the ANA Annual Conferencein Orlando, October 2006
www.resource.com
Business InquiriesMelissa [email protected]
Speaking EngagementsMegan [email protected]
