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The New Marketer: How the Role of the Marketer Is Changing as the Result of the Social Web Jen McClure May 26, 2010
Get ready for change & more change
38 years
0 years
20 years
1 year
Years to Reach 50 million Users:
• Radio (38 Years)
• TV (13 Years)
• Internet (4 Years)
• iPod (3 Years)
• Facebook added 100 million users in less than 9 months
• iPhone applications hit 1 billion in 9 months
• In 1 year Hulu grew to 373 million streams.
First, some facts Social Media has overtaken porn as the #1 activity on the Web
Online video has a 40% better greater recall than TV
Half of all American’s over 12 have a social networking profile up 2x from 2008
42% chose the Internet as most essential just 5% said newspapers
300K new Twitter accounts are added every day
More Fortune 500 companies have a Twitter account than a public-facing blog
People now visit Facebook more often than they use Google and Twitter is replacing Google in search
If Facebook was a country it would be third behind China and India and the fastest growing segment on Facebook is 55-65 year-old females
78% of consumers trust peer recommendations , only 14% trust advertisements
Only 18% of traditional TV campaigns generate a positive ROI
84% of marketers said they were shifting marketing $ away from advertising and into tranactional ads.
Why Social Media Works
Before: Today
Hey, everyone I’ve got a business!
Hey, do you need some
help?
The Times, They Are A Changing
• The Army recruited more via a video game than all other advertising efforts
• Procter & Gamble is now paying for engagement, not eyeballs
• Sodexo cut $300K (NET) of its recruitment budget using Twitter
• IBM sells more with a $500 podcast than it does from an ad
• 11 moms improved Wal-Mart's image & delivered measureable increases in sales
• The Red Cross raised $35 million for Haiti relief via texting in one week
• Dave Carroll (United Breaks Guitars) cost United $180M
• The cost of more than 51,000 replacement guitars.
The Old World of Marketing Communications
Creating, managing and monitoring the message
Limited number of management/spokespeople to communicate with Employees
Media
Public
Some content creation
The New World of Corporate Communications
New tools and technology platforms
A freer exchange of opinion and communication
Conversational or participatory communications
Level playing field
Silos breaking down
Old role of gatekeeper of “the message” crumbling
New ability to communicate directly with many publics
Relationship development
Top Trends
Increasing adoption of social media across all sectors of business and all types of organizations
Widening gap between adopters and non-users of social media
More “Behind the Firewall” initiatives
Increased focus on ROI and tying social media to hard measures like lead generation, sales and traditional business goals and initiatives
Social media is not just for communications initiatives anymore: Increased integration of with other business functions like customer service, CRM, knowledge management, training, sales, etc.
Increased integration of social and more traditional business applications, i.e. LinkedIn with Outlook, Gmail with Buzz, Facebook with everything
Business and organizational models are increasingly being disrupted by social media
Privacy concerns are increasingly an ethical issue to be considered and addressed
Mobile is changing everything …
Social Media & Hiring CareerBuilder has named social media as #2 in the
top 10 hiring trends.
Social Media Experts will be in high demand.
40% of employers are putting a greater emphasis on social media
One in five employers is adding social media employees’ responsibilities
8% of employers plan to hire someone new to focus focus on social media
New titles and roles: Blogger in chief, Social Media Strategy Officer, Social Media Managers, Online Community managers, etc.
New Titles Emerging Social Media Director
Social Strategist
Blogger-in-Chief
Online Community Manager
Social Media Producer
Etc.
New titles are emerging every day!
Corporate Use of Social Media
49% of the Inc. 500 are using social networking 45% of the Inc. 500 are using online video
31% of the Fortune 500 10% increase over 2008 for Fortune 500 companies
86% of the Fortune 500 link directly to a corporate Twitter account 300% increase over the 2008 study
35% of the Fortune 500 have active Twitter accounts 47% of the top 100 companies have a Twitter account 4 of the top 5: Wal-Mart, Chevron, ConocoPhillips and General
Electric – consistently post on their Twitter accounts. The number one ranked company, Exxon Mobil, does not have a
Twitter account. The insurance industry has the most Twitter accounts
Source: The Inc. 500 & Fortune 500 & Social Media: Longitudinal Studies by SNCR Sr. Fellow & Research Chair Nora Ganim Barnes, PhD & Eric Mattson
A good listener …
A good conversationalist …
An enabler…
A trainer…
A collaborator…
A storyteller…
A talent scout…
A producer…
A data analyst…
A knowledge manager …
A change manager…
A connector…
A conductor…
The Age of Social Media: An Opportunity & A Challenge
Opportunities:
Enable valuable conversations
Ability to gain feedback
Strengthen relationships
Enhance loyalty, trust, thought leadership, image enhancement
Increase search engine visibility
Grow brand visibility
Deliver timely & candid information on industry trends & issues
Augment traditional news and communications channels
Challenges:
PR & organization need to re-gain trust and credibility
Corporate messaging increasingly irrelevant
Market and audience segments more focused
Communication as well as product & service quality crucial to maintaining loyalty, trust, relationship & influence
New technology
IT concerns (excuses) Bandwidth Security Compliance Management & Support
Benefits of Social Media Improved communications & teamwork
Idea-sharing
Relationship-building
Complement to traditional PR
More open dialogue with key audiences (e.g., accountants, open source community)
Product development & innovation
Customer service improvements
Increased loyalty
Reputation building
Peer-to-peer tech support
And now here’s the quiz….
Are you a new marketer?
Does your organization have a social media policy?
Are you ready to give up stringent control of “the message?”
Do you know how to really listen?
Are you ready to become the ears of your organization, not just the mouthpiece?
Are you ready to commit yourself to engaging and conversing?
Are you ready expand the number of communicators in your organization?
Are you willing to empower colleagues across all disciplines to have more of a voice inside and outside the organization?
Do you know how to blog, podcast, produce video, create an online community?
Are you ready to teach others in your organization how to use them?
Are you ready to be the strategic hub of your organization & take a seat at the table?
Benefits of Social Media – “ROI” Improved communications & teamwork
Idea-sharing & collaboration
Relationship-building
Complement to traditional PR
More open dialogue with key audiences
Product development innovations
Customer service improvements
Increased employee and customer loyalty
Reputation enhancement
Peer-to-peer tech support
Improved efficiency & effectiveness
For more in-depth education
A global nonprofit 501(c)(3) think tank dedicated to the advanced study of the latest developments in new media and
communications, and their effect on traditional media and business models, communications, culture and society.
www.sncr.org
+1 (408) 266-9658
Thank You! How to contact me:
Jen McClure
(650) 387-8590
@jen_mcclure
Skype: jenmcclure
www.jenmcclure.com