corporate trends - online marketing summit 2009
DESCRIPTION
Presentation from Online Marketing Summit 2009 #OMSTRANSCRIPT
Corporate Trends in Social Media
Mike Lewis@bostonmike
http://blog.socialepisodes.comVP of Marketing, Awareness, Inc.
What is social media?
Social media is information content created by people using highly accessible and scalable publishing
technologies that is intended to facilitate communications, influence interaction with
peers and with public audiences, typically via the Internet and mobile communications networks.
- (Wikipedia, 2009)
Generate leads, awareness and
buyers
Improve customer
experience
The Business Goals have NOT changed
We like controlling conversations
“One-Way” Dialogs have worked
We define where, when and how customers interact with them
So… why change???
B2B companies are generally "Anti-Social"
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
Social Media the Right Way: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
© 2009 Awareness CONFIDENTIAL
Social Media the Wrong Way:B2B Software Company – Dealing with Advocates
• Large B2B Software company• 20K+ Users worldwide• Traiditonal Thinking
• The Problem:> User created groups on Facebook,
Linkedin> Users adding company logo to
profile> 500 tweets
• The Resolution:> Cease and Desist
© 2009 Awareness CONFIDENTIAL
Social Media GrowthIn 2008
85% Growth in 2008
150Musers
170 countries
700MPhotos uploaded monthly
© 2009 Awareness CONFIDENTIAL
752%Growth in 2008
1.2B Tweets so far
4.4M Unique monthly visitors
© 2009 Awareness CONFIDENTIAL
184MNew blogs in 2008
77% Of web users read blogs
1M Posts are written daily
95% of reporters have blogs
© 2009 Awareness CONFIDENTIAL
30.1MUsers
Images uploaded3B100M Videos viewed daily
91% Growth in 2008
59M Monthly users
© 2008 Awareness CONFIDENTIAL
6MFacebook fans
350KTwitter followers
$500M+Funds raised through the web
© 2008 Awareness CONFIDENTIAL
Consumers have adoptedsocial media.
How are businesses adopting?
© 2009 Awareness CONFIDENTIAL
• Survey conducted and co-authored with Chirs Brogan (www.chrisbrogan.com) (author of Trust Agents, Coming soon)
• Collected 628 total responses• Focus on Social Media in 2009• eBook available at Awarenessnetworks.com
© 2008 Awareness CONFIDENTIAL
628 total responses
36%
48%
16%
> $250M$100M - $250M< $250M
© 2009 Awareness CONFIDENTIAL
2009marketingbudgets
are down
Increase Spending in 2009:Search 50%Video 46.6%Social 46.6%
© 2009 Awareness CONFIDENTIAL
310
136
182
YesNoWe're not sure yet
Social Media in 2009?
© 2009 Awareness CONFIDENTIAL
BrandParticipation
ROI
Legal
Ethics IP
Why not Social Media?
© 2009 Awareness CONFIDENTIAL
Partic
ipatio
n an
d co
mm
unity
dyn
amics
Brand
imag
e
Calcula
ting
ROI
Lega
l con
sider
ation
s
Ethics
and
inte
grity
Inte
llectu
al pr
oper
ty rig
hts
0
50
100
150
200
250
300
350
400
450
© 2009 Awareness CONFIDENTIAL
Collaboration
Promoting BrandRevenue Recruiting
Customer EngagementThought Leadership
NetworkingMarketing
Service and SupportProduct Development
Why Social Media?
© 2009 Awareness CONFIDENTIAL
Building and promoting our brand
Improving collaboration and communication
Networking
Generating revenue
Helping with product development
0
50
100
150
200
250
300
350
400
450
500
© 2009 Awareness CONFIDENTIAL
71.34%
5.10%
23.57%
YesNoMaybe
Would Best Practices help?
Social Media Baby Steps
© 2008 Awareness CONFIDENTIAL
Blogs/Commenting
Facebook (Group, Page etc.)
LinkedIn (Group, Networking)
0
50
100
150
200
250
300
350
400
© 2009 Awareness CONFIDENTIAL
© 2009 Awareness CONFIDENTIAL
© 2009 Awareness CONFIDENTIAL
© 2009 Awareness CONFIDENTIAL
© 2009 Awareness CONFIDENTIAL
Community Adoption
© 2008 Awareness CONFIDENTIAL
57.64%
42.36%
Do you currently have an external community?
© 2009 Awareness CONFIDENTIAL
Pluck
Smal
l Wor
ld L
abs
Mzin
ga
Tellig
ent
Socia
l Tex
t
KickApp
s
Jive
SixApa
rt
Awaren
ess
Wor
d Pre
ss
0
50
100
150
200
250
© 2009 Awareness CONFIDENTIAL
Associations and Subscribers
Peer Support
Enthusiasts
Loyalty
0
50
100
150
200
250
300
350
400
Community Focus
© 2009 Awareness CONFIDENTIAL
Leveraging Points of Enthusiasm
© 2009 Awareness CONFIDENTIAL
Top 8 Social Media Marketing Use Cases
Corporate voice
User-generated content campaign Enthusiasts Associations/
subscribers
Peer SupportInnovationLoyalty Events
Converse with your market
Create excitement
Stimulate a passion
Engage with members
Generate ideas
Build and reward loyalty
Help each other
Build and sustain buzz
The Core of Social Media = Content & Profiles
• Building a solid asset based on content and profiles
• Living Social Data> Consistantly collecting implicit and
explicit Data> Collect from ALL Profile and Content
sources
• Social Mining> Actionable uses of data> Drive and Influence marketing programs> Stimualte marketing activity and
demand generation
© 2008 Awareness CONFIDENTIAL
© 2009 Awareness CONFIDENTIAL
Now, Let’s Talk about the Elephant in the room
© 2009 Awareness CONFIDENTIAL
Social Media R.O.I.
Situation: • McDonald's conducted surveys after
McDonald's Partner Conference• Survey results indicated that partners wanted
continued collaboration, best practice sharing and networking all year round
• McDonald's planned an online partner community to coincide with following year's Conference
Results: • Seeded community with over a 10,000 profiles• Over 1,000 content responses collected • A response that saved McDonalds' millions of $
$$s- window decals on entrance/exit doors
Mindshare Community
© 2009 Awareness CONFIDENTIAL
B2B Technology Company
Situation: • Connect users to share best practices, transfer
knowledge and resolve support issues• Only source of user interaction is annual
customer conference; after the conversation dies
• Want to build brand enthusiasm and increase loyalty
Results: • Over 22K users sign-up• 10K support issues resolved in year 1 through
peers (Est. $500K saved)• Multiple responses collected for user "Tips &
Tricks" guide
Situation: • Drive revenue to Marriott.com• Increase loyalty rewards memberships• Reach out to the over 3,000 properties• Develop a softer, positive image of a giant
International corporation
Results:• After one year, generated $5 million in room
revenue• Increased loyalty rewards membership by
60%• Site traffic- 6,000 visitors per day and over
600,000 for the year• Media coverage- NBC Nightly News,
Washington Post and several trade pubs
Marriott on the Move
© 2009 Awareness CONFIDENTIAL
© 2009 Awareness CONFIDENTIAL
Research Credits
• Forrester Research 2009, Social Technographic profile of US online users
• Austin's New Media Lab, 2008 Social media Statistics, nmlab.com
• Chrisbrogan.com
Photo Credits
• All photos taken from Flickr under Creative Commons> Slide 4: Scott Beale / Laughing Squid, laughingsquid.com> Slide 5: My First Nikon D40 Picture, somefool (MatthewM)> Slide 6: Scoble's Tablet PC, penmachine> Slide 7, Wikipedia, quartermane > Slide 9, Yes, We Can Twitter, comicbase> Slide 11: Alone in the crowd, frielp> Slide 13: V No Budget, derekb> Slide 14: The Exploding Internet Flower, mrwilleeumm> Slide 16: Proceed with… , Nubian ∑agle ©™> Slide 18: green light, Benimoto> Slide 24: Unity in Diversity, Untitled blue> Slide 30: Questions in the Dark, Matthew_Dutile
© 2009 Awareness CONFIDENTIAL