Social Media

Who

is social media?

social media?

to implement?

is doing it right?

What

Why

How

so·cial me·di·aOnline gathering of interaction,

ideas, comments and commentary.

Essentially, consumer conversation

in cyberspace.

More simply put:

“Social mediais people having

conversations online.”

Introduction

Social Influence Marketing (SIM)is about employing social media and socialinfluencers to achieve the marketing andbusiness needs of an organization.

Business Justification:

Measuring SIM

R.O.I.RETURN ON INVESTMENT

THE R.O.I. EQUATION

Social Media

Investment Expectation of return

Return On Investment

DigitalAction

DigitalInter-action

Sale W.O.M. Recog-nition

MoreSales

Return On Interaction Return On Influence+

A more realistic wayto access value

Now, social media is…

Paid

Internet Advertising

PPC – Search Marketing

Mobile Advertising

Sponsorships

Paid Applications

EarnedSocial Media

(Pages and Feeds)

Word of Mouth

User Forums

News, PR, Announcements

Blogger Relationships

OwnedBrand and Product

Websites

Mobile Brand and Product Websites

Proprietary Mobile Applications

Customer Care Services

Proprietary Digital Content

Social media is the ongoingconversation of the planet.”

KeySocial

Platforms

PhotoSharingBlogging

MicroBlogging

RSS

Widgets

SocialNetworking

ChatRooms

MessageBoards

Podcasts

VideoSharing

The conversations are powered by:

Social Media

Tools(just to name a few)

Active Worldwide Users

500,000,000 +

Pieces of content shared per month

45,000,000,000

Local business with active Facebook pages

1,500,000

Professional Social Network

Contains profiles of Fortune 500 executives and leading entrepreneurs

Average individual salary on LinkedIn is $109,000

Wiki =quickStudies show it’s as accurateas Encyclopedia Britannica

If you were paid $1 for every article posted on

you would earn $1,712.32

PER HOUR

Registered Users

156,000,000 +

Updates per month

54,000,000 +

Users following a brand

31%

Brand recommendations per month

7,800,000 +

Improve customer servicePromote a product or serviceManage and respond to a crisisEvent activationAdvocate an issue or cause

Business Objective:

SN

Se

rs

Why Social Media?

In 2008, if you are not ona social networking site,you are not on the internet.”Iab platform status report: User generated content, Social media, and advertising– An overview, April 2008

It’s not a fad.

It’s a fundamentalshift in the waywe communicate.

Reason #1“We don’t have a choice on

whether we DO social media,

the question ishow well we DO it.”

Erik Qualman

500BILLION.The number of peer influence impressions Americans generate per year via social media.

Today

people are connected

500M

4 Billion.That’s 13x more than the National Library .

The number of images hosted on Flickr.

95%Companies using LinkedIn to find and attract employees.

Welcome to

The World ofSocialomics

Reason #278% of people trust the

recommendations ofother consumers.

Nielsen “Trust in advertising” report

While only 14% of people trust advertisements.

14% VS. 78%HMM…

The old communication model

was a monologue.

The new communication model

is a dialogue.

Only 18% of TV ad campaigns generate positive ROI.

90% ofpeople whocan skip TVads, do.

The average person is exposed to

3000 advertising messages/day

Reason #3Social media ”is only

going to become persuasive and as such, become a critical factor in the success or failure

of any business.”Brian Solis, Social Media Manifesto

How many social media users turn to social media when making purchase decisions?

By listed product, service category, and frequency

Regularly turn to social mediaSometimes turn to social media

Tomorrow’s consumers are today’s “digital natives”.

By 2010, Millennials/ Gen Y-ers will outnumberBaby Boomers.

They already wield$350 Billion/ year in direct spending power.

Millennials spend>16 hours/weekonline.

96% of them havejoined a social network.

They have an average of

53 online friends.

Acquaintances51%

Online Friends38%

Close Friends11%

And they don’t careabout your Ads.

They carewhat theirfriends think.

Translation:

Thetrain is leavingthestation.

WITH or WITHOUT YOU.

How do Iget onthe train

Learn About Your Audience

Who/Where are they?What is their personality like?

How/Where do they consume?How/Where do they engage?

Treat this part very seriously. It is a myth that successful communication relies mainly on delivery style.

What you say is just as important as how you say it.

The Importance of Words

Certain words have great psychological impact on us. They

address our basic human desires and our emotional needsand wants. They compel us to pay attention and take action.

Successful copywriters use certain words to add persuasive

power to their ads.

DescriptionSpecificity can result from descriptive language.

Which dessert would get your attention faster?

Something described as “A sinful combination of bourbon-soaked vanilla beans and fresh raspberries with a chocolate ganache surprise”.

Something described as “Chocolate Dessert”.

Get your audience salivating

ClarityAvoid vague, nebulous corporate-speak. Nothing puts an audience off more than uncommitted,detached phrases.

AuthenticityMuch of the language in corporations today is clichéd, vague, and pretentious. When speaking, be concise, clear, and authentic – get to the human side of language.

Call to actionIf you end with a call to action, make it clear and specific. Your audience should know exactly what they are called to do and have reasons for taking that course of action. Leave the participants with a memorable comment or question that ties directly back to your main point.

Leave ThemWanting More

Most messages should end in such a way that participants are inclined to crave more information you may share with them later. When appropriate,

leave the audience at a climax: promise that in a future message you will provide additional useful

information. The human brain seeks closure. Participants will be inclined to return to

something that has not been solved completely.

channelswisely

Choose your

Use Your ChannelsTo Engage And Drive Traffic

MakeSocial Media

Work forYour Company

So

cia

l M

ark

eti

ng

Co

mp

ass

Who is

doing it

RIGHT?

Who is

doing it

RIGHT

By the end of 2009, Dell hadgenerated $6.5 million

in sales from Twitter alone.

Who is

doing it

RIGHT

On April 8th, 2008,Frank Eliason set upa Twitter account tohelp Comcast users

in need.

Since then, Comcasthas helped over

150,000 customersthrough Social Media.

Who is

doing it

RIGHT

Starbucks gave their consumers a voice

Resulting in over 50,000 product ideas

360Digital

Influence

Who

is social media?

social media?

to implement?

is doing it right?

What

Why

How

People having conversations online.

A fundamental shift in the way we communicate.

Choice of words. Learn about audience. Channels.

Dell. Comcast. Starbucks. Social media in China.

Thank you

very much

References

1. The Razorfish Social Influence Marketing Report

2. Research Micro Blogging Trend During World Cup, Sina.Inc

3. Brands and Social Media in China, Ogilvyone Worldwide

4. Power to the People – Social Media Tracker Wave 3

5. Social Media in Asia, 360 Digital Influence, Ogilvy Public Relations

6. Digital Actions and Their Effect on Advocacy, Consumer Insights Inc.

7. eMarketer, TechCrunch.com, Los Angeles Times, Knowledge Networks

8. Social media for business, Slideshare

9. What the f**k is social media, Slideshare

10. Before you open your mouth, Slideshare