Ron EdelenCreative Director

Print is not dead.

But…

Online follows Offline

• We are seeing more and more offline campaigns being superseded by online techniques.

• The real power is in integrated campaigns - synergizing online solutions with traditional marketing plans.

• Currently, integrated marketing plans fall short. Though commercial Web has been around for over a decade, it is still viewed as the “other” for businesses, agencies and independent marketers.

• What is “online?” In today’s terms, what does it mean to marketers?

Google is the Internet?

• Past trends show that marketers are obsessed with “search.”

• Today, stats show Facebook [FB] referring more traffic than Google. Not entirely surprising, considering FB currently has 180 millions register users in counting.

• We use Google to find out where to go next. We use Facebook to… hang out.

• So if FB is generating better referrals, why is “hanging out” producing better results than search optimization? First, we need to discuss what it means to hang-out “inside” the Internet.

Our lives are streaming.

• Life Streaming: A singular, continuous stream of consciousness made openly available to another.

• Analogy: Being John Malkovich - climb inside the head of someone and experience their day via a digital smorgasbord of text messages, blog posts, comments, twits, GPS tagged photos, video, feeds, and more.—Damien Mulley, "Being Damien Mulleyvitch," Sunday Tribune, July 22, 2007

• We are social beings, restless and awake 24/7, communicating in the clouds, thousands of miles apart, stimulating new potential and influencing change.

• Welcome to Social Media.

They are following.

• So I am hanging out, my life is streaming. How could that possibly be valuable?

• As an individual, Social Media [SM] is worthless. As a group of individuals, it’s gold. (An army of consumers SHARING steams of vested interest in your brand.)

• Misconception: For marketers, social networking is not just about display advertising.

• The real value is in all the other things you can do with it - getting more leverage with consumers by providing applications and widgets that help people chat, create and share content.

I’d like to thank the Academy

• Nielsen Online reported 11% of viewers of this years Academy Awards were surfing the web while they watched.

• FB users logged an average of 76 minutes, screening roughly 50% more of the Oscars than the avg viewer.

• Twitterers delivered more than 100,000 tweets during the broadcast.

• Shows huge potential for TV programmers to collaborate with Social Media Marketers.

Hot Tools

• Facebook and Facebook Connect• Twitter• LinkedIn• FriendFeed (bring it all together)• YouTube (Vimeo)• Others: MySpace, Ning, WordPress (blog),

Digg (review sites)

Myth Busting

• Using social media to market your business is a very good idea - Just don’t expect it to be free.

• B.L. Ochman from business week: “For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time.”

Myth: It’s Free!

• Most of the tools I just mentioned are free and some are the viral force behind many social media campaigns.

• However, selecting the right tool, platform integration, maintaining and monitoring all takes skill, time and money.

• An effective SM campaign starts at $50k for the first two to three months.

Myth: It’s Free!

• Your initial SM marketing budget would focus on the creation of a microsite that becomes the center of a community.

• Developed widgets/apps to distribute content• Set-up credible groups on Facebook, Flickr,

Twitter and Social Networking platforms to enhance the community.

• Custom attributes then add to programming and design costs.

Myth: SMM is Easy!

• Twitter is easy. Facebook, not to hard, just takes time. In a few seconds, I can have my photos on Flickr. No problem, right?

• But how do I tie them all together, maintain group interest, encourage and measure activity, monitor relevance, drive traffic, and ultimately make money?

• Who are the social media gurus and experts? Are they integrating with other advertising plans (print, TV, outdoor, etc.)? Public Relations?

Myth: Build Buzz Quickly

• Unless you are already a rock-star, things don’t happen overnight.

• SMM takes planning, persistence, and sometimes daily engagement over a period of months before seeing substantial and measurable results.

• Tip: Twitter is the current Gunslinger.

Myth: If You Build ItThey will come.

• This has NEVER been true. This goes for any campaign, digital or not.

• Unless there is activity driving traffic to the social media campaign (targeting multiple groups, article posts, ratings/reviews, etc.) you will get nothing from it, no matter how cool it might be.

• The power of “word of mouse.”

Myth: Can’t be Measured

• All kinds of statistics are available from almost any hosting provider. Precise traffic/usage statistics such as Google Analytics provide more data than needed.

• Blog comments, discussions, and click-through tracking (affiliate tracking) provide real-time results on activity.

• Now, what do you do with this data?

Highlighted Campaigns

• Welcome to Comcast Town

• My Starbucks Ideas

• Dell’s IdeaStorm

• CafeMom

Sing*a*long

• New sensation sending shiver, flying further, dreaming bigger.

• Single cable one decision, Internet-phone television.• High-speed Internet elation, crazy fast acceleration.• Awe-inspiring screaming yelling.• R-O-T-F-L-O-L ing.• Voice mail, email, all connected. I. D. friend detected.• Kelly calling, conference Karen.• So much stuff to share with Sharon.

Sing*a*long

• More HD awesome addition, death defying definition.• Ninjas cowboys gangster coppers, huge explosions

helicopters.• Films fantastic shows outstanding, mother loads of On

Demanding.• Home-town show-down perfect timing, courtside kicking

back un-winding.• Happy high-tech automatic, exponentially... ecstatic.• Speeding forward future hopping.• Always dreaming, never stopping.

Comcast Town

• A cross-platform campaign called Dream Big.• TV spots and in-store materials all drive traffic to

a website experience called Comcast Town.• Virtual game-like world with social integration via

Facebook connect.• The campaign indulges on the average

American’s life-streaming needs.

Listen, Learn, Act.

• Listening is a combination of research methods. With Social Media, we listen daily.http://blogs.imediaconnection.com/BlogDetail.aspx?BlogID=400

• Brands do best by helping users do what they like - eMarketer reports that in 2009 more than 44% of Internet users will visit a social network at least once per month.

• In December, Dell reported their "Dell Outlet Twitter" account drove $1 million in revenue.

• Twitter: The new face of social media and how it’s changing organizations.

• Calculating Twitters ROI - social media as an efficiency driver.

Monitor Yourself

• Social Media is Public Relations.• Social Media is Brand Development - Brand

loyalty proving critical in this economy.• As a company or individual, there are tools to

monitor what’s being said about you.• Set up alerts, check out news groups, monitor

LinkedIn and Facebook groups, look at reviews (blogs, re-sellers, etc.), and frequently check where you traffic is coming from.

Ron’s Predictions

• Niche Social Media on the Rise

• Huge growth in mobile will lead to new social media evolutions both in technology and behavior.

Thank You!

• LinkedIn: http://www.linkedin.com/in/ronedelen• Design Related:

http://www.designrelated.com/profile/Ronnie

• Twitter: myjive• Chat (IM): myjive• Skype: myjive• MySpace: http://www.myspace.com/myjive• Blog: http://blog.myjive.net• Website: http://www.myjive.net

References/Resources

• Facebook sends more traffic than Googlehttp://adage.com/digital/article?article_id=135112

• How to monitor what is being said about youhttp://searchenginewatch.com/3633009

• Marketers adapt as Social Networks attract older usershttp://adage.com/abstract.php?article_id=134745

• Comcast Townhttp://www.comcasttown.com

• Twitter Contest helps Companies Boost Saleshttp://blogs.imediaconnection.com/BlogDetail.aspx?BlogID=397

• Pluggin into social networkers behaviorshttp://www.emarketer.com/Article.aspx?id=1006925

References/Resources

• Debunking Social Media Mythshttp://www.businessweek.com/technology/content/feb2009/tc20090218_335887.htm

• Could Social Networking Bolster the :30 Spot?http://www.mediaweek.com/mw/content_display/news/digital-downloads/broadband/e3i7362e28f2f8858081f05882db846ca60

• 10 Social Networking Site for Momshttp://www.nofullstop.com/2007/09/17/10-everpink-only-for-moms-social-networking-websites/

• Cafemomhttp://www.cafemom.com

• One shot of Coffee and two shots at changing the way Starbucks is runhttp://www.guardian.co.uk/media/2008/apr/21/internet

References/Resources

• MyStarBucksIdeashttp://www.mystarbucksideas.com

• Integrated Marketing Plans Fall Shorthttp://www.clickz.com/3632002