social media for bill fanning's class 06 10-11
DESCRIPTION
Guest spoke at Bill Fanning's UC Berkeley Class.TRANSCRIPT
![Page 1: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/1.jpg)
Social Media Marketingfor Bill Fanning’s Class
Ken ChenEM Marketing June 10, 2011
![Page 2: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/2.jpg)
Agenda
Introduction Definition of Social Media & Social Marketing Why is Social Media important to companies? Social Media Marketing Examples Wrap-Up
![Page 3: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/3.jpg)
1990
Introduction – Ken Chen
Atlas Computers
Learning Years
MBAEngineering
1995
![Page 4: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/4.jpg)
1990 2000
Introduction – Ken Chen
Atlas Computers
Learning Years
MBAEngineering
1995 Corporate Years
![Page 5: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/5.jpg)
1990 2000
Introduction – Ken Chen
Atlas Computers
Learning Years
MBAEngineering
1995 Corporate Years 2004Start-Up Years
![Page 6: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/6.jpg)
Social Media Strategy & Marketing
2004 - Today
![Page 7: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/7.jpg)
Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content.
Source: McCann Universal Wave 3 Study
What is Social Media? SM Marketing?
Effective Social Marketing is the use of Social Media to listen and respond
to your customers
![Page 8: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/8.jpg)
Social Media Marketing – A Perspective
It’s the late 90s again – “information superhighway”
Companies who succeeded with the web embraced it’s unique culture– Internet: Test & Learn, Measurement, Ever-Evolving
Companies who want to succeed with Social Media will embrace it’s unique culture– Social Media: Authentic, Transparent, Customer-Focused, 1:1
Relationship Building
![Page 9: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/9.jpg)
Why Social Media is Important
Source: espresso, http://brandinfiltration.com
![Page 10: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/10.jpg)
Why Social Media is Important
Source: espresso, http://brandinfiltration.com
![Page 11: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/11.jpg)
Why Social Media is Important
Facebook has become more popular than
Source: Small Business Labs
Exploding Growth of Social Networks
![Page 12: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/12.jpg)
Why Social Media is Important
Power to the Consumer
Source: Nielsen Global Consumer Study April 2009
90% of consumers trust
recommendations from people they
know
![Page 13: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/13.jpg)
Why Social Media is Important
The Demise of Advertising?
Consumers know how to block out advertising
![Page 14: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/14.jpg)
2 Intuit Examples – Ken
4 PayPal Examples – Sudha
![Page 15: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/15.jpg)
Example 1: Intuit’s Love a Local Business
• Social Marketing Campaign
• Fans vote for small businesses they love, Intuit gives away weekly grants
Results• Engagement – higher time on site, more repeat visitors
• Leads – achieves a lower cost per lead than traditional advertising
• Brand – enhances Intuit’s brand as the Small Business Champion
• Social Marketing Campaign
• Fans vote for small businesses they love, Intuit gives away weekly grants
Results• Engagement – higher time on site, more repeat visitors
• Leads – achieves a lower cost per lead than traditional advertising
• Brand – enhances Intuit’s brand as the Small Business Champion
![Page 16: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/16.jpg)
Example 2: Intuit Careers Facebook & Video Chats
• Intuit Facebook page > Intuit Careers site.
• Wanted to create a innovative, progressive Employment Brand
Results• Engagement – more visitors, resumes, and interaction
• Brand – viewed as leader amongst HR Groups
• Intuit Facebook page > Intuit Careers site.
• Wanted to create a innovative, progressive Employment Brand
Results• Engagement – more visitors, resumes, and interaction
• Brand – viewed as leader amongst HR Groups
![Page 17: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/17.jpg)
17
SUDHA JAMTHE BACKGROUND @SUJAMTHE
Social Media Strategist (current) 18 yrs marketing experience
Social Media Strategist (current) 18 yrs marketing experience
MBA (Marketing & Strategy)MBA (Marketing & Strategy)
MIT Venture Mentor, Mentor for NUSEA Singapore, ANZATEC
Australia
MIT Venture Mentor, Mentor for NUSEA Singapore, ANZATEC
Australia
Industry Speaker, BloggerIndustry Speaker, Blogger
![Page 18: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/18.jpg)
CORPORATE Social Media SERVES MANY STAKEHOLDERS
18
![Page 19: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/19.jpg)
EXAMPLE 1: CAMPAIGN to PROMOTE CONFERENCE
Goal: Promote Innovate Conference and sell signups.
Campaign: Tweetchat and integrated
campaign with partners, events, direct marketing, #URIT Twitter Campaign.
Cost: $500
19
Result: Reached 47Mil users and 400 tickets sold in 48 hrsResult: Reached 47Mil users and 400 tickets sold in 48 hrs
![Page 20: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/20.jpg)
EXAMPLE 2: social monitoring & FEEDBACK
20
Monitor social channels for feedback on productsMonitor social channels for feedback on products
![Page 21: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/21.jpg)
EXAMPLE 3: INNOVATE WITH CUSTOMERS
21
Engage with customers to lead innovationsEngage with customers to lead innovations
![Page 22: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/22.jpg)
Example 4: Brand Communication via Facebook
22Campaigns on Facebook Fan PageCampaigns on Facebook Fan Page
![Page 23: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/23.jpg)
Why Social Media is Here to Stay
Human beings are inherently social– The internet has finally caught up and giving users new ways of
communicating
Consumers are more savvy; ignore advertising– Marketers have to be more creative. Smart marketers are creating
valuable sites and are being rewarded (the online version of Starbucks)
It gives power to the consumer– If they have been wronged, there is a way to make their pleasure very
public, forcing companies to respond quickly or suffer embarrassment
![Page 24: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/24.jpg)
Thank You!
If you are interested in a possible internship with EM Marketing, send me an email or DM on Twitter.
Email: [email protected] Ken’s Twitter: http://twitter.com/kennyair Sudha’s Twitter: http://twitter.com/sujamthe LinkedIn: http://www.linkedin.com/in/kenchen
![Page 25: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/25.jpg)
APPENDIX
![Page 26: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/26.jpg)
Example: Blendtec
http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=PlayList&p=4825F3D2B848DED8&index=0&playnext=1
• 8.5+ Million Views
• Centerpiece for their Marketing
• Sales increase 5x in less than a year
• 8.5+ Million Views
• Centerpiece for their Marketing
• Sales increase 5x in less than a year
![Page 27: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/27.jpg)
Example: Hertz Rental Car
http://www.ireport.com/docs/DOC-182297
• CNN TV Viewing Audience
• Multiplier Effect - 303 websites
• Persistent Black eye
• CNN TV Viewing Audience
• Multiplier Effect - 303 websites
• Persistent Black eye
![Page 28: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/28.jpg)
Example: Hertz Rental Car’s Response
Companies don’t really own their brand anymore…and some still don’t get it.
Companies don’t really own their brand anymore…and some still don’t get it.
![Page 29: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/29.jpg)
Foursquare, Gowalla, Facebook Places
Do you use these apps? What’s the value?
![Page 30: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/30.jpg)
Group Couponing – Groupon, Living Social
Do you use these?
What’s the value?
![Page 31: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/31.jpg)
Social Media Maturity Model
What is this?
• Web 1.0 • 1-way communication
• Experimenting with Facebook, Twitter• Dead FB pages• Same messages, different channel
• Start of a 2-way dialogue• Blog, Forum, Customer Service• Allow customer to customer talk
• Living, breathing social• Gathering insights• Adapting company• Deepening relationships (loyalty)
Customer Sentiment
“Hello? Anyone there?”
“Who cares? – it’s not about you.”
“Good to meet you, now we can
talk.”
“This is a brand that gets it.”
![Page 32: Social media for bill fanning's class 06 10-11](https://reader036.vdocument.in/reader036/viewer/2022062418/554eebc5b4c905911d8b52c6/html5/thumbnails/32.jpg)
Social Media Maturity Model – Who’s There?
Sectors Stage 4 Companies
Consumer
Technology/Internet
Financial
Why?
• It’s in their product - Amazon, Zappos
• It’s in their product/service
operations – Southwest, Dell, Starbucks,
Domino’s, Intuit, Mint