This document summarizes a presentation about social media business adoption and trends. It discusses how technology has empowered individuals to influence others as citizen marketers and activists. It also explains how the consumer decision journey has evolved and what this means for marketers. Marketers now must adapt to both opportunities and risks in social media by creating sustained engagement with audiences beyond just campaigns. Companies are organizing social media efforts by building strategies aligned with business goals and taking cross-functional approaches. They are using social media for listening, responding to customers, reputation management, loyalty, sales, CSR, product improvement, value creation, trial increases, advocacy, and education.

1. SOCIAL MEDIA BUSINESS ADOPTION & TRENDS
IABC meeting 2.3.11 presented by andrew foote
SOCIAL MEDIA BUSINESS ADOPTION & TRENDS

2. THE EMPOWERED INDIVIDUAL, THE NEW POWER INFLUENCER
Technology and other social
forces have empowered the
individual to act as citizen
marketer, influencer, activist and
self-publishing journalist.
“Someone like me” is the most
trusted source (60% in US)
http://www.flickr.com/photos/sungazing/2793271140/

3. THE CONSUMER DECISION JOURNEY HAS EVOLVED
David C. Edelman
Harvard Business Review, Dec. 2010

4. WHAT DOES AN EMPOWERED
CONSUMER MEAN FOR MARKETERS?

5. OPPORTUNITY

6. RISK
Issue impacted search
results for Dominos
to this day
YouTube video shows
CEO video on YouTube
Employees tampering
addresses the issue
with food at a
and reassures customers
Dominos outlet
Consumers share YouTube video Dominos sets up a corporate
through Twitter, picked up by The Twitter profile to
Consumerist, NYT and Huffington Post respond to customers

7. HOW ARE MARKETERS ADAPTING?

8. The purpose of a business is
to create a customer – Peter Drucker
…who creates customers – Shiv Singh

9. % of Total
Note: Includes companies with 100+ employees
Source: eMarketer, Nov. 1 2010
Global Social Media Check Up, 2010

10. MOVING BEYOND THE CAMPAIGN CYCLE
campaign campaign campaign campaign
audience
time

11. CREATING PLATFORMS FOR SUSTAINED ENGAGEMENT
utility
audience
time

12. HOW ARE COMPANIES ORANIZING
SOCIAL MEDIA EFFORTS?

13. BUILD STRATEGY IN ALIGNMENT WITH BUSINESS GOALS
Behavior Change Economic Success
Raising awareness Increasing sales
Shifting attitudes and change Growing market share (or brand
stakeholder perceptions preference share)
Driving trial Return on marketing investment
Inspiring action: Do more or Do less Growing shareholder value or share
price
Recommending (e.g. net promoter
score) Increasing reputation and image (via
external rankings, stock price)

14. ESTABLISH A STRONG FOUNDATION

15. TAKE A CROSS-FUNCTIONAL APPROACH
Customer Human IT /
Sales Comms Marketing
Service Resources Legal
Enterprise Digital + Social Media Strategy
Channel/Platform Strategy
Resources, Roles, Responsibilities
Content Integration
Guidelines, Protocols, Best Practices
Agency Partners
Social Media Strategies Editorial Planning SEO/SEM
Digital Governance Model Campaign Development Blogger Activation
Social Media Training Measurement Approach Program Refinement
Web Development Content Creation Insights & Education

16. HOW ARE COMPANIES USING
SOCIAL MEDIA?

17. LISTENING, GATHERING INSIGHTS, RESPONDING TO CUSTOMERS

18. PROTECTING CORPORATE REPUTATION

19. BUILDING FAN LOYALTY THROUGH EXCLUSIVE EXPERIENCES

20. DRIVING SALES

21. ENHANCING CSR EFFORTS

22. IMPROVING AND CO-CREATING PRODUCTS/SERVICES

23. DELIVERING VALUE & UTILITY

24. INCREASING PRODUCT TRIAL

25. ENGAGING & EMPOWERING BRAND ADVOCATES

26. PROVIDING INSIGHTS & EDUCATION

27. THANK YOU
Andrew Foote
Edelman Digital
andrew.foote@edelman.com
Twitter: @andrewfoote