a view from the field 12 2 08 slideshare

TOPICS

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The global economy and how it is impacting digital and social media

The primary reasons social media continues to be appealing to brands

Things brands really don’t like about social media

Top digital and social media opportunities we are seeing

Threats to social media

Q&A

THE GLOBAL ECONOMY IS IN TROUBLE

OMX 30 vs. Dow Jones

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THE BURNING QUESTION

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63% of global CMOs surveyed forecast an increase in their spending on digital while 59% report a decrease in traditional marketing spend. (source: CMO Study by Epsilon)

How do we optimize our shrinking budgets to continue to meet our

brand and sales objectives?

THE APPEAL OF SOCIAL MEDIA

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Customers and prospects have embraced social media so brands must follow

The ability to target more narrow audience segments

More measurable (in “real-time”) than traditional media

Lower barrier to entry (investment wise)

Digital/social media can bring your brand into contact with customers and influencers more quickly

FACEBOOK: THE 11TH LARGEST COUNTRY

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B2B, TOO – CIOS DIG DIGITAL

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1. Technology Print2. Technical info.com3. Vendor.com4. Trade Shows5. Technology Analysts6. Technical Print.com7. Industry Conferences8. IT Forums.com9. IT Blogs.com10. VAR/Retailers11. Search.com

source: Strategic Oxygen


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58% would chuck their TVs if they had

to get rid of one digital device; only 11% would ditch their laptops

Source: Mindshare

58% would chuck their TVs if they had

to get rid of one digital device; only 11% would ditch their laptops

Source: Mindshare

MOMS ONLINE


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A LOVE/HATE RELATIONSHIP

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CMOs tend to like control

It’s people power intensive

Social media does not scale… consistently

Measurement is still a challenge

THE GLOBAL OPPORTUNITY

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Make your brand relevant in conversations that occur

everyday…. in every market… in every language… around the

world.

THE CHALLENGE OF HAPPY CUSTOMERS

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WORLD-CLASS DIGITAL MEDIA

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THE OPPORTUNITIES THAT RESONATE

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Digital influencer relations

Enterprise Blogging

Cultivating communities

Internal social networks

Building Optimized Digital Ecosystems

PLAYTEX @ BLOGHER

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MERCK: HEALTHY MENU MAKEOVER

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HP: 31 DAYS OF THE DRAGON

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Corporate Blogging




THE OPPORTUNITY: RECONNECT WITH YOUR CUSTOMERS AND PROSPECTS

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Fostering “communities” of customers.


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Corporate Blogging




BUILDING OPTIMIZED DIGITAL ECOSYSTEMS

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search.comTechnical

infoTechnologyprint

IT Forums& Blogs

Vendor &Competitors

Brand

THE THREATS TO BRANDS’ SOCIAL MEDIA EFFORTS

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No strategy

Loss of control

Early failures

Beware of the “Antibodies”

SO WHAT’S MY PROGNOSIS?

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Smart companies will rebalance resources now to accelerate the use of digital and social media.

A strategic approach is vital to success (don’t be lulled by the latest “shiny object”).

Just do one thing to start: focus On Digital Influencers.

Think about “Optimized Digital Ecosystems” (versus disconnected efforts).

This is how we will communicate in the future – so start converting the “antibodies” now.

DELL: DIGITAL BYSTANDER TO LEADER

8/05

Jeff Jarvis “Dell Hell” escalates on-line; Dell

issues “look don’t touch” policy

1/06

Dell retains Cohn & Wolfe Digital

to develop social media strategy.

3/06

Dell launches 24/7 monitoring

& response

5/06

Dell invites digital influencers to Round Rock

6/06

Dell launches Direct2Dell

8/06

Dell launches internal blog

9/06

Dell rolls out Spanish, Chinese

Direct2Dell

1/07

Dell launches StudioDell

MSD meets

bloggers @ CES

2/07

Dell launches IdeaStorm

3/07

BusinessWeek: “Dell Learns to

Listen” by Jeff Jarvis

1/08

Dell Launches Regeneration.org

40% swing in positive

tonality online

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