social media, business & you
DESCRIPTION
Presentation at the Marketing Institute of Singapore's 2009 Sales & Marketing CongressTRANSCRIPT
Social Media + Digital Marketing = Word of Mouth
Social Media, Business & YOU
4 November 2009
Traditional media is familiar and safe.
Can we afford to be obsolete?
Socially-aware: a new career & business must-have
Why Does Social Media Matter to Business?
Search is the New Home Page
How Google-able are you?
New word-of-mouse world where anyone can be an influencer
It’s time to wake up and smell the Twitter
Social Media is Transforming Communication
• “We turn to people we trust first – friends, family, co-workers and other people like us – when starting to look for something to buy – not ads, not brochures, not phone books.” Andy Sernovitz, CEO, Word of Mouth Marketing Association
• It’s about open, honest conversations…NOT delivering a top-down marketing message
• Negative opinions boost credibility:– Users are “more likely to believe the good reviews,” if
the negative ones are also posted alongside. -Peter Horan, CEO, IAC Media and Advertising
Traditional Media Intersects With Digital Media
Blogs are a regular source for journalists– Over 75% of reporters see blogs as helpful in
giving them story ideas, angles and insight into the tone of an issue
The biggest impact of blogs is in the speed and availability of news– Over half said that blogs have a significant
impact on the “tone” (61.8%) and “editorial direction” (51.1%) of news reporting
Journalists are increasingly active participants in the blogosphere– One in four reporters (27.7%) has their own
blog Source: Ongoing research project by Brodeur in conjunction with Marketwire to understand the impact of social media and blogs on traditional news delivery.
The online survey was conducted on a random sample of North American reporters and editors between December 18, 2007 and January 3, 2008. Some 4,000 reporters were invited via email to participate; a total of 178 completed responses.
Anatomy of a Communications Professional circa 2009
Rockstar Blogger vs. The Marketing Suit
Content is being consumed differently.
Do you know how to make sense of it?
Why Social Media Matters
5 SOCIAL MEDIA FAQSCan you answer the digital questions businesses are asking?
#1: Why should I pay attention to blogs?
Tribes of the Mind:“I trust people like me”
#2: How do I get social “coverage” of my brand/product?
• It’s not about coverage. It’s about
relationship-building and
participating in the conversation.
• Narcissism kills. You care more
about your brand/product/
campaign than they ever will
• Who’s right and relevant for you?
• What’s in it for THEM?
Is it authentic anymore?
Coverage? I don’t do
“coverage”
Show me something I’m actually interested in
Are you even
listening?!
Sure you can.
WE DON’T
#3: Can I pay bloggers to say good things?
Not with an iron fist, that’s for sure.
Participate. Engage. Build a relationship. Find your
social currency.
And moderation is A-OK.
#4: How do I control negative comments?
#5: How do I measure?
Meticulously. Eg. Conversation Impact Model
Measurement Criteria Description Units
Reach
Media Impressions Annual Goal 200-250m
Web – Page/content Impressions Average Yr/Outreach 1.1m + 15m
QDSL – Unique Visitors Average Monthly/Yr 25,000/300K
Search Engine Visibility Top 20 tbd
Videos Viewed Annual Goal 100,000
Engagement
Attitude shift % change 50%
WOM mentions - volume % change 50%
Time Spent on site(s) average 6-8:00
Tone (positive, neutral) % change 30%
Recommendations tbd
Content submissions Annual Goal 10,000
Registered users Annual Goal 20,000
Conversion
New customers tbd
Retention tbd
New services per customer tbd
The 7 Barriers
1. It defies current org structures
2. It’s about relationships not transactions
3. How do you measure
1 Power Tech
G0 G2
x 4.14 individuals
G1
x 12 individuals = 60+ Communications
4. It scales differently
5. It started with horror stories
6. Not enough training
7. Social media cannot be controlled
Overcoming Barriers
Social media defies current organizational structure
It begs for a long term relationship (yet different than CRM)
No measurement standard...yet
It scales differently
The big stories are based upon fear
Not enough training
Social media cannot be "controlled“
Create your own organisation, methods & tools
Get beyond campaign-thinking
Define the value through engagement
Scale via tools and time
Tell positive stories (w/measureable outcomes)
Build a training culture
Demonstrate the planning
EXAMPLES
Why Does Social Media Matter to Business?
Can Generate Action
Why Does Social Media Matter?
Enables Greater Engagement
Why Does Social Media Matter to Business?
Builds Preference + Visitation
Brewerkz Singapore is engaging influential bloggers
and creating personalized experiences to generate
word of mouth.
1,397 fans
Why Does Social Media Matter to Business?
Expands the Reach of Offline Events
Why Does Social Media Matter to Business?
ROI v. COI
Why Does Social Media Matter to Business?
Leads to Stronger Marketing• 3,705 total number of visits in 4 days from 34
countries/territories
• 353 votes cast in 24 hours
• 140 blog posts generated in 24 hours, averaging 5.8
posts per hour
• 817 comments were generated in 24 hours, averaging
34 comments per hour
• 42,372 page views in 4 days, averaging 11.44 page
views per person
• 12:04 minutes average time spent on site per visitor,
equivalent to 24 30-sec TV commercials watched
consecutively in the same time period
One company that goes with this online-initiated flow is Ogilvy.“
“ Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter.
”“
”
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25 China Experts you should follow on Twitter… Thomas Crampton.
THANK YOU!
Tania Chew
Associate Director 360° Digital InfluenceOgilvye [email protected]
