social media marketing: online marketing summit
Post on 17-May-2015
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Demand Generation 2.0:Social Media Marketing
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A Little about us…
More importantly…Let’s hear from you
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What you will learn today
• The Social Media “Magic Bullet” • A way to “cheat” the system - Buying
placements on Digg, Adding views to YouTube, etc…
• You should “bet your future” only on social media
• A definitive guide to social strategy and implementation
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What you will learn today
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What you will REALLY learn…
• True definition of social media marketing• What working, what’s not working & why?• New metrics and what to track• The importance of testing• 4 ways to get started in Social Media
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What is social media?
Social Media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. (Wikipedia, 2008)
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Social Media Marketing
• This includes marketing vehicles like Facebook Apps, videos, podcasts, webinars, and blogs as well as marketing channels including social networking, bookmarketing and community sites (like LinkedIn, Facebook, YouTube, StumbleUpon, Digg and Flickr), blogs and wikis
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Companies are generallyanti-social
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They like controlling the conversations“One-Way” Dialogs have worked for them
They define where, when and how customers interact with them
So… why change???
Companies are generallyanti-social
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Introducing:Generation You
• Audience has changed• We are creating• We are publishing• We are selecting
• Don’t want to listen to advertisers - Interruptive marketing is going away.
• The audience is in control… they are linked, listening and informing
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How we make decisions
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Source: Forrester Research
The Traditional Marketing Funnel
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Source: Forrester Research
The Social Marketing Funnel
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Social Media Growth
Spending on social media alone will grow to $15 billion by 2012 as
marketers understand how to use and measure this channel.
Forrester Research, “US Interactive Marketing Forecast, 2007 To 2012”
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Social Media Chaos
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Interactive vs Tradition Channels
http://www.impaqt.com/downloads/US_Interactive_Marketing_Forecast.pdf
Effectiveness of emerging technologies
are on the rise. Marketers are looking for ways to leverage these technologies
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Marketing: Not Keeping up with Customer Demand
http://www.ogilvy.com/forrester/The%20Forrester%20Wave_Interactive%20Marketing%20Agencies,%20Q4%202007.pdf
Even with an understood increase in effectiveness of social media, Consumers are
adopting, but marketers are not keeping pace.
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“Companies adopt social media as a marketing tool but are struggling to find
effective metrics”
Paul Gillin, author of The New Influencersreport issued by the Society for New Communications Research (SNCR),
Social Media Pain – Measuring Success
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Sample Social Media Marketing
MessageBoards
LOST Magazine
LOST Wiki
Interactive Website
iTunes
BlogHundreds of fansites and blogs
Alternate RealityGame
Novel
MOBisodes
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Social Media Case Study - Consumer
The Challenge• Early stage start-up• Limited marketing budget = need for viral programs• Generate 50K+ online registrations for college fair• Elusive youth audience resistant to traditional ads
The Solution:• Launch multiple social components – YouTube,
Facebook, Twitter, Blogs, iTunes) • Secure external consultants & costs of $100K+
The Results• Positive results videos submitted resulting in over
5000 views and 10 YouTube Awards• Over 1000+blog “hits” but difficult to measure
impact and influence• Heavy dependence on external resources• No easy way to track success or failure• No easy way to sources of traction
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Great… so, what’s it all about?
(1) Conversations & (2) Connections
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What should I measure?
The two core metrics of social media are:
INFLUENCEINFLUENCE ENGAGEMENTENGAGEMENT
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How do I mine this data??
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A word of caution…
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Be prepared for what you will learn…
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Salesforce.com – Dealing with Outages
• The world leader in SaaS solutions• Over 1M users worldwide
The Problem:• January – April 2006 SFDC
experiences significant outages• Customers fight back on the blogosphere launching sites like
Gripeforce.com (google it..)
The Resolution:• Trustforce.com
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The Truth is…
Online discussions are candid… and this is a HUGE OPPORTUNITY
• Companies can identify trends• Identify Positive and Negative
Influencers• People are incredibly honest in
conversations and on profiles• Learn what customers REALLY THINK• Identify new channels and outlets for
messaging• Learn how to message and new
brand positioning
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How to monitor and track
Key EmployeesCompany NameIndustry SitesCompany URLsProduct/Service NamesTrack competitorsEmployee ActivityNewsgroupsZoomInfoID InfluencersFacebookTwitterBlogs and Blog Comments
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What to use
Google Analytics Feedburner Hit Tail Measure Map Technorati Microblogs:
Twitter, Pownce, Jaiku Social Bookmarking:
Digg, Delicious Networks:
Facebook, LinkedIn, Bebo Content Channels:
YouTube, Flikr
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4 Steps to Implementing Social media
1. Listen:
Monitor customers, prospects,
partners, competitors, employees. Go
where they go and do what they do
2. Learn:
Understand objectives, identify
vehicles and channels.
3. Activate:
Create pilots, test ideas. Work with all
constituencies
4. Monitor and Optimize:
Aggressively implement changes based
on what you hear and constantly
improve
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Contact Info:Mike Lewismichael.lewis@stimulatesolutions.com781-308-3572Google talk: lewismichTwitter: @bostonmikeFacebook: http://profile.to/michaellewis/LinkedIn: http://www.linkedin.com/in/lewismich
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