reality digital digiday social
TRANSCRIPT
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Confidential Information 1
How to Partner Up for
Social Media Success
Cynthia Francis, CEO
March 12, 2009
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Confidential Information 2
Obama to address Congress, nation on economy
U.S. home prices fall at record pace, consumers fret
U.S. Is Pressed to Add Billions to Bailouts January job loss:
Worst in 34 years
Job Losses Pose a Threat to Stability Worldwide
Small Business fail as banks stop lending
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Confidential Information 3
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Decline in Newspaper Adverts
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Confidential Information 5
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Your Goal for 2009
• Significantly increase Customer engagement and retention
• Reduce the Marketing Budget
• Be cool, build a great brand, stay on the cutting edge, gain market share
DO WAY MORE WITH LESS
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Social Media Communities include all the ways consumers interact with
one another and with the brands they care about in online
communities.
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Social Media for All
2009 AdWeek HEADLINE:
Marketers Adapt as Social Networks Attract Older Users
Increasingly Popular With the 35-Plus Set, Facebook, MySpace Become Mainstream Marketing Vehicles
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Adults On Social Media sites
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Why Social Media Communities
• Expanded reach and relevancy• Better position brand in new/old markets• Drive improved customer relationships• Gain better understanding of issues/trends• Manage brand reputation• Access better competitive information• Enhance product development• New ways to monetize brand assets
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Industry TrendsSocial media is fast becoming the way marketers connect
with their customers
– “By 2010, 60 percent of Fortune 1000 companies with a Web site will connect to or host a form of online community.” – Gartner, Oct 2008
– “57 percent of marketers said that social media tools are becoming more valuable to their activities as more customers and influencers use them.” – Society for New Communications Research, 2008
– “78 percent of surveyed marketers see social media marketing as a way to gain a competitive edge, but only 7.75% of total online marketing spend is devoted to it.” – Coremetrics Survey, Oct 2007
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So How To Create Value . . . ?
June 2008 study by Deloitte Consulting found that of 100 businesses with online communities most corporate UGC sites failed to gain significant customer interest.
• 35% of the online communities had less than 100 members• Less than 25% had more than 1,000 members• Close to 6% of these sites were produced for more than
$1Million!
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A Viable Social Media Strategy
• Know your goals
• Provide something of value
• Leverage your strengths and bring in partners who do the same
• Listen to your customers and partners
• Adapt your site from what you learn
• Take a Team Approach
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A Team Approach
Agencies:
Drive Creative &
Design
Business Brand
Marketing:
Own the Brand
Social Media Platform (such as
Reality Digital Opus™)
UGC Communities
Social Media Campaigns
Interactive Contests
Microsites
Technology Partners:
Additional Features and
Services
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Best Practices
• Co-selling (or at least co-planning pre sale)
• Delineate strengths and identify roles and areas of ownership
• Regular client meetings which include both design and technical
• Post-mortem each project to learn and improve.
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HyundaiGenesis Coupe
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NFLReplay Re-Cutter
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SearsArrive Lounge
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MTV NewsYou R Here
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Dreyer’s Ice CreamDibs Film Fest
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Make Money/Save Money
• Team approach improves overall deliverable at a lower cost to all
• SaaS removes upfront capital expenditures and long term commitments
• Social Media enables deeper brand awareness and penetration
• Improve IMAGE and ROI all at once!
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