Download - Siouxland chamber sm presentation nov 4 2011
Social MediaWhat’s the benefit to brands?
11.4.11
• Media Consumption• Social Media• Blue Bunny Social Media
3
Paid Media
Project message into the marketplace
Social Media
Interact directly with your consumers
Free Media
Promote message to someone who will communicate your message
P.O.E.M.
Paid Media
Paid MediaTelevision, Radio, Print, Magazines, OOH, Banners, SEM, In-store, etc.
Owned MediaControlled Channel
Buildings, Brochures, Company Website, Company Social Media pages, etc.
Earned MediaFree Media
Public Relations, Social Media Word of Mouth, Facebook, Blogs, Twitter, YouTube, Flicker, Forums, ect.
Prospects Customers Advocates
Newspaper Circulation since 1990
Media Consumption
Media Consumption
Magazine ad sales by percent change
Media Consumption
Source: 24/7 Wall St./Harris Poll
Note: Percentages may not add up to 100% due to rounding.
Age Total 18-34 35-44 45-54 55+ Visiting online news and information sites 28% 29% 34% 29% 22% Listening to the radio 19% 24% 21% 15% 13% Reading newspapers online 17% 18% 19% 17% 15% Watching cable TV news 17% 13% 17% 17% 22% Watching TV network news 14% 12% 14% 12% 17% Reading magazines in print 13% 18% 11% 9% 10% Reading newspapers in print 11% 13% 9% 10% 11%
By age demographic
Internet dominates young adult media time
Source: Edison Research
Min. on Internet Min. on TV164
165
166
167
168
169
170
171
172
173
2:52 Hrs per day
2:47 Hrs per day
(American ages 12-24)
Media consumption
Source: Edison Research
(American ages 12-24)
(Reported change from Sept. 2010)
Media Consumption
Media consumption habits
The percentage of adults in each generation who own the following devices.
Media Consumption
Social Media is a set of online tools that• facilitate conversation• connect people• build relationships
An increasingly active universeReach
Reach over time
Phenomenalcommunitygrowth
The challenge is to understand the complex eco-system of social media.
What job do you want social media to fill?
The future face
of social media…
Mobile users visit social networks 18% more often than average social network users.
Social Media via mobile
More than Talk: Action in Mobile Marketing
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Only 7.8% of users cited
making phone calls as an
indispensible feature of a
smartphone
Making Phone CallsRanks 4th
Top 10 Essential Smartphone Functions May 2011, % of respondentsSource: Prosper Mobile Insights
Texting
Internet
Call
GPS
Apps
News
Bluetooth
Calendar
21.6%
16.7%
15.7%
7.8%
6.9%
5.9%
4.9%
2.0%
2.0%
1.0%
More than Talk: Action in Mobile Marketing
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Mobile Browsing In-store Grows 78%In-store Mobile Product Browsing2009-2010, % of US consumersSource: Oracle / ATG
18-34 35-54 55 and older Overall
41%
23%19%
27%
55%
39%
22%
37%
60%
44%
36%
48%
Nov. 2009 July 2010 Dec. 2010
Who are mobile users
• Medium to high income (62%)• College degree or post graduate• Senior decision making position (25%)• Influencers (index 157)
The Socialisation
of Brands
Percent of consumers viewing branded websites
Used a branded social networkin the last six months
There is huge demand for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales.
So why are people joining brand communities?
What is the benefit to a brand?
“I thought more
positivelyof the brand”
“I am more likely to buy
the brand”
“I felt more loyal
towards the brand”
“I recommendedothers to join”
Blue Bunny Social Media Efforts
Interactive Goals(Website, Database, Social Media)
1. Increase brand loyalty through relationship building
2. Increase purchase intent
3. Provide relevant and meaningful content sought & discovered
4. Acquisition to grow iST membership and social media connections
5. Retention of iST members to decrease churn
6. Increase brand visibility1. SEO – continue search engine visibility
2. Utilize Social Media tools
7. Track users behavior online and in social media
Social Media Tactics
Elements of Social Media
ListeningCapturing
insights and feedback
from target customers
TalkingSharing
information with target customers
AnimatingSparking advocacy
and driving positive WOM
SupportingImproving the
service experience and helping customers get more
value
AbsorbingSoliciting
target customer input on product and
service improvements
0102030405060708090
Blue Bunny Social Media Opportunity Profile
Blue Bunny Maturity Index
Industry Standard of Top Performers
MLC Social Media Opportunity Diagnostic
Banners SCRMSocial Customer
Relationship Marketing
Total Fans Content Management
Likes Comments
Total Feedback
Viral Loop
2011 Facebook StrategyFa
n Ac
quis
ition
Fan Engagement
Organic
32
Branded Viral Loop
There are four steps to identifying the right social media experience for brands:
1. Understand the social landscape of the category
2. Identify where the consumer fits in this landscape
3. Identify the social needs of the consumer in the category
4. Map them to social media platforms that can best deliver them
Questions