understanding the social media landscape 2011
DESCRIPTION
Summary look at the social media and conversational marketing landscape for early 2011.TRANSCRIPT
By Social Agency
Understanding the
Social Media Landscape
Jim Larrison [email protected]
GM Corporate Development
April 2011
Find/Recruit Influencers Ongoing
Brand-Safe Collaboration Systematic Earned Media Generation
Point Solutions
Platform & Broad
Market Players
Integrated Technology
Channel Quality/Tracking
Community Building Engagement Apps Social CRM
Social Media marketplace has peaks and valleys of competitive pressure, but also plenty of
partnership opportunities with point-solution vendors:
Taxonomy of Social Media Marketing Landscape
The landscape has been shifting quickly over the past 18-months…
Monitor.
Capture Brand Sentiment
Understand in real-time customers’ opinions issues
and outlook
Manage.
Capture Campaign Effectiveness
Drive web traffic, re-tweets, comments, likes, SEO
Engage.
Engage with Users & Influence
Archive & measure customer engagement
Acquire.
Capture Social Profiles
Influence score, Email address, Twitter handle,
location, gender
Monitor. Engage. Manage.
Social Media marketplace has peaks and valleys of competitive pressure, but also plenty of
partnership opportunities with point-solution vendors:
Acquire.
Capture Conversation History
Archive & measure customer engagement
Capture Social Profiles Influence score, Email address,
Twitter handle, location, gender
Capture Brand Sentiment Understand in real-time customers’
opinions issues and outlook
Capture Campaign Effectiveness
Drive web traffic, re-tweets, comments, likes, SEO
Taxonomy of Social Media Marketing Landscape
The landscape has been shifting quickly over the past 18-months…
E-Mail Multi-channel
communication
Channels User tools & integration
Web Analytics Click-to-conversion ROI
Value-Added Partnerships
CRM 360-degree Customer view
Enterprise solution categories sold to
marketers & agencies
VENDOR SELF-POSITIONING 3rd PARTY ANALYSIS
Vendor and 3rd party specified differentiation 3rd party specified differentiation
Technology
• Open Platform
• Collaboration Features
• Usage Features
• Reporting Access
• Enterprise Integration
Data
• Sentiment
• Influence Score / Metrics
• Conversation Score / Metrics
• Channels
• Source Coverage
Services
• Price
• Ideal user profile
• Ease of use
• Support Layers
• Responsiveness
Social CRM & Community/Publishing
Social Media Monitoring
Taxonomy of Social Media Marketing Landscape
Drilling into the core competencies within the primary market segments…
The market is still immature, but is shifting and growing quickly towards scaled solutions
..Including the agencies and value added partners
= Breadth and depth of data about people and conversations
Paid media and media planning is used to looking at the market differently…
+ = Breadth and depth of data around media…
Dynamic Signal is set-up to offer marketers a social media perspective, while also allowing for consistency in how they plan and buy media online.
Market Mapping
Social Media Monitoring
Social CRM/Community/Publishing
+
All social media tools & vendors
Uncovering Social Market Differentiations
The social market perspective is narrowly focused on people as the core metric
By Social Agency
Would Love To Talk… Jim Larrison
[email protected] 801.686.8584
Facebook.com/larrison
@Jlarrison
youtube.com/jlarrison