four steps toward marketing in the age of social media

MARKETINGin the age of social media

Tuesday, October 19, 2010

this is advertising

this is social media

see any difference?

advertising is controlled by brands

social media is controlled by consumers

We are living through the disorientation that comes from

including 2 billion new participants in a media landscape

previously operated by a small group of professionals.

the consumer wants to create

1 2 3 4 5 6 7 8

we have complex

relationships with media

1 2 3 4 5 6 7 8

community is our new

source of content

1 2 3 4 5 6 7 8

we want

to do business

with an individual

we join forces to exert influence

1 2 3 4 5 6 7 8

there’s no such thing as perfect

1 2 3 4 5 6 7 8

we have a new definition of quality

1 2 3 4 5 6 7 8

attention is the

new scarcity

so, what does this mean for you?

stop thinking like a marketer

I tell my friends about your brand not because I like your brand but because I like my friends.

Mike Arauz, Undercurrent

prospects

messages

target

media plan

penetrate

community

experiences

invite

interest plan

collaborate

you have to give something

rather than ask for something.

start by answering the right questions

do we stand for?

is our community?

do they hang out?

is our content?

will people share it?

can they get involved?

will keep it going?

do we want to get out of our efforts?

take the time to

learn the basics

listen

engage

inspire

mobilize

social blogs

content apps

search website

engineer your presence

december 2010

master conversation strategy

listening tracking analytics management

select the right tools

know what you’re going to measure

Data sources: Radian6, Google Analytics

Aug-‐2010

Message Board/Forum

Social Network22% Twitter

Video/Photo Sharing8%

Other Media0%

Mainstream Media1%

Blog40%

social media performance dashboard //

the social web

outcomes

OVERALL SITE TRAFFIC BY SOURCE

discussions

DISCUSSION SENTIMENT - THIS MONTHAUTHORS AND MENTIONS

reach Authors mentioning

Century 21 this month14,047

Quantity and quality

of discussions

Topics and sentiment

composition

Engagement indicators

of purchase intent

1%66%% of positive over

negative this month

Overall site

engagement

SOCIAL REFERRAL VISIT TRENDSSOURCES OF MENTIONS - THIS MONTH

LEAD - TOTAL YEAR TO DATE

POSITIVE AND NEGATIVE THEMES - THIS MONTH

MAINSTREAM MEDIA CENTURY 21 POSITIVE VS NEGATIVE SENTIMENT

Negative Opinion

Reach: Conversations surrounding the CENTURY 21 brand are happening in various online communities . The number of Authors mentioning C21 increased further through August, an increase of 16% from last month.

14, 047 Authors mentioned the brand 15,239 times in August.

88% of the mentions have been neutral in tone with 10% being positive and 2% being negative .

About 40% of all mentions happen in Blogs. Among the other sources the major ones are Twitter and Social Network contributing 27% and 22% respectively.

8,7599,800

11,1129,736

10,323 12,105

14,0479,493

10,527 12,110 10,7398,360

11,10312,717

15,239

10,000

15,000

20,000

Jan Feb Mar Apr May Jun Jul Aug

Authors

Mentions Positive10%

Negative2%

Neutral88%

Sentiment

62%51% 47%

62%52%

68% 66%

-‐100%

-‐80%

-‐60%

-‐40%

-‐20%

Jan Feb Mar Apr May Jun Jul Aug

Positive Opinion

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Jan Feb Mar Apr May Jun Jul AugDirect Visits Organic Vists Social Visits Paid Traffic Visits

01,0002,0003,0004,0005,0006,0007,0008,0009,000

10,000

Jan Feb Mar Apr May Jun Jul AugFacebook Visits Twitter Visits Blog Visits Press Release

DirectPaid Search Organic Search

Social Media

0% 10% 20% 30% 40% 50%

Total Lead

Pct of Total Visits

Bubble size = Visit Volume

Topics

ALL POSITIVE

NO POSITIVE

By what percentage does positive sentiment exceed negative sentiment?

Envirnoment 2%For sale

Personal Finance9%Real

Estate57%

Mortgage9%

Home Improvement1%

26,874,42715,314,106

60,067,106

6208290

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

Apr May June July August

Mainstream Media Impressions

Facebook Impressions

be creative

"We are now as much a

media-content company as

we are a design company."

Christopher Bailey, CCO of Burberry.

rather than buy the medium, own the medium

create a direct line of communication to customers

include fans in the creation of your business

share everything you know

make content one of your product offerings

create a community that people want to join

hijack a news story

turn an analog event into a digital experience

Brand bowl

creating an experience

leverage existing communities

AJ Bombers

invite everyone to experience your “brand.”

influence behavior with game dynamics

interactive

participatory

shareable

ongoing

what are we doing for Century 21?

buyer/seller tab

FEB 2007

OCT 2008

FEB 2007

OCT 2008

...for system members

iPhone

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