Is the Facebook/Twitter Revolution Relevant to our Industry’s Survival and Your Business’ Growth?

Ira Kaufman PhD

WBFI Research Foundation Annual Board Meeting Naples, FL Nov 2011

Invite you to75 min

Conversation

Opening the doorway to possibilities

PT 1 : Digital Revolution Digital Mindset

Impact of Digital

PT 2: Implement in Wild Bird Feeding Industry – Digital Strategy

The Revolution Impacts

http://www.youtube.com/watch?v=3SuNx0UrnEo

What are your impressions?

+ What did it make you feel?

+ Did you feel connected to it?

+ Did you feel comfortable with the technology and changes?

Statistics of the Revolution

• More uploads to YouTube in 60 days than all 3 major US networks created in 60 yrs

• 110 million tweets are sent per day on Twitter or 4+million per hour (Twitter)

• Facebook generates 770 Billion page views, 700+ Billion minutes, every month

• StumbleUpon (43%) has overtaken Facebook (38%) as #1 source for US social media traffic

Demographics for WBFI Markets

• 90% online North American adults access social media each month.– Internet (Can -72%; USA 67%)– Facebook (Can -83%; USA 71%)– YouTube (Can 71%- USA 55%)– Twitter (Can 13.7%- USA 11.3%)

• Access social media– Students 90+% daily– Young Professionals <30 yrs - 61% daily– Parents 35-44 yrs - 50%+ daily – Baby Boomers - 50-64 yrs-32% daily

Digital Basics People use technologies to get things

from each other, rather from corporations

•Relationships are currency of exchange •Transparency is expected•Collaboration rules•Sharing is influence •Publish generates power •Value differentiates •Content is king

Rules Have Changed

It was It’s nowInformation Age -Broadcasting

Digital Age - Conversing

Pushing message to client Pulling client to the message

One way message, controlledInteractive conversation, open dynamic

Business generated content User generated content

Interrupt client- direct immediate action

Engage, build sustainable relationship

Attention economy Attraction economy

Hard to measure results Real time metrics

Coveting information- protective

Sharing information – transparent

Charging for entry – block entry Giving free ebooks, product

Organized in silos – PR, Advertising, DM

Integrate media seamless across silos

Company promotes values Practice what you preach

What is Your Digital Position?

• Digital Native – born digital, think social, – need to implement strategic

• Digital Immigrant– think strategic, – need to implement digital

• Digital Alien – think strategic, – need to experience digital value

10

Social Map

Paid, Owned Earned Media

Paid, Owned, Earned Media

• Paid: YouTube Pennington Wild Bird Seed 1460 views

• Owned: Pennington Facebook 5557 likes

• Earned: Pennington Seed Wild Bird Feed Reviews

• Birds at feeder in winter 216 views

Social Media Live Update

http://www.personalizemedia.com/garys-social-media-count/

Clicking this link will show you how social media has been embraced. Notice the elapsed time.

How does Social Media Impact ?

• Businesses

• Non profits

• Political campaigns

• Influence Points – social media is growing dramatically; expect that your influence points will change completely

Business Impact• Build Brand Loyalty

– 95% of consumers do not trust advertising

– 70% of Americans look at online reviews before making a purchase

• Brands post at least once every day will reach 22% of their fans in a week.• 67% Twitter followers & 51% Facebook fans

more likely to buy the brands they engage with on the social media site.

• 83% of moms do online research after seeing TV ads for products that interest them

Nonprofit Impact

• Resource, Fund Raising

• Increasing Audience Interaction

• Volunteer Recruitment

• Education

http://www.youtube.com/watch?v=uMSUSuOWA4M&feature=related

Political Impact 2008 Presidential Campaign

Obama has 380% more supporters than McCainObama: 2,379,102 supportersMcCain: 620,359 supporters

Obama has 380% moresupporters than McCain Obama: Friends: 833,161McCain: Friends: 217,811

Obama has 403% more subscribersthan McCain & 905% moreViewers than McCain• “Race” Speech 3.8 MM YouTube• 4 MM Cable-3

channels

Obama has 240 times morefollowers than McCain Obama:

@barackobama has 112,474 followers

McCain: @JohnMcCain 4,603 followers

www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/

Social Media Provides Value• Kellogg COO - we are tripling social media spending

over the past three years and experiencing "great returns on this investment.”

• Tony Hsieh, CEO Zappos “We are about 3 Cs: Clothing, Customer Service and Culture… Gross sales grew from $1.6M (2000) to $1+ billion (2008) by focusing relentlessly on customer service and culture – a potent digital marketing tool.”

• “Social media and pets are a perfect match. Why? Because people are passionate about their pets and social media gives them a platform to share it with others.” American Pet Products Association

Is the Facebook/Twitter Revolution Relevant to our

Industry’s Survival and Your Business’ Growth?

Survival of the Adopters• “The revolution in social media has

become mainstream; it is changing all organizational systems.

• If your organization is not embracing social media and leveraging it to your advantage, you are part of the legacy and not part of the future.”

• Daniel Burrus , author, leading technology forecaster

Wild Bird Feeding Industry-current situation

• Touches some 52-65 million Americans

• New bird feeders are increasing at a slower rate than 4%, maybe @ 0%

• Youth market is distracted by “Angry Birds”!!!

• There is significant # of empty bird feeders… maybe 50%

What will it take to move to move the needle ½%?

Need for a Fresh Approach

http://www.youtube.com/user/Sienna#p/c/30DA2DAB5702C7D1/0/ql-N3F1FhW4

After video went viral, U.S.

sales of the Toyota Sienna in May 2010

were up 49.7%

May 2011 total Toyota sales

were down 33.4% over May 2010

But Sienna sales recorded sales of 8,618

units.

.

Successful Targeting Families9.7 million views

How can WBFI members Implement Social Media?

• Listen to social sites with bird advocates• Listen to what youth parents, Baby Boomers and retirees are saying

about bird feeding • Set goals • Develop a integrated digital strategy, combining traditional advertising

with social media• Develop your digital footprint• Build fan base and network• Collaborate as an industry to create a public conversation on wild bird

feeding

It is not if, but when ?

Challenges

Executives concerns regarding embracing social media.

•Lack of Expertise •Loss of Control•Time Commitment •Information Overload

ROI of Social Media

http://www.youtube.com/watch?v=x-uUIxYIYwU

Those that stand still will ultimately perish!

James Parker, Former CEO, SW Airlines

About the PresenterDr. Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently, he is Assistant Professor, Lynchburg College School of Business and Economics.

© 2011

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