Presentation to the National Institute of Pension Administrators

1. Engaging through Social Media
Building an Annuity of Relationships
Joel Warady
Principal
Joel Warady Group
January 15, 2011

2. In Social Media We Trust

3. In Social Media We Trust
It Demands a Reinvention
of the Entire Organization

4. In Social Media We Trust
It Demands a Reinvention
of the Entire Organization
“Human Beings are Powered by
Emotion, Not by Reason”
♥

5. 4

6. “Trademarks are owned by companies who
create them.”
4

7. “Trademarks are owned by companies who
create them.”
“Lovemarks are owned by the people who
love them.”
—Lovemarks: The Future Beyond Brands, Kevin Roberts
4

8. What’s Happening Online?

9. What’s Happening Online?
• 1.73 Billion People Online
• 55 trillion links between all of the pages in the Internet world
• 2.5 million emails sent every second
• 9 trillion chat messages sent every day
• 61% of mobile Web page views are served by social networking sites
• 110 trillion searches via the internet in 2010
• Just for Google!

11. The Internet is only
5000 days old

13. Where Are We At?

14. • Web 1.0
Where Are We At?
• Static websites
• One-way communication
• Corporate voice

15. • Web 1.0
Where Are We At?
• Static websites
• One-way communication
• Corporate voice
• Web 2.0 (Social)
• Interactive
• Two-way dialogue
• Collaborative
• Mobile

16. • Web 1.0
Where Are We At?
• Static websites
• One-way communication
• Corporate voice
• Web 2.0 (Social)
• Interactive
• Two-way dialogue
• Collaborative
• Mobile
• Web 3.0
• Real Time information quicker
• Semantic Computing - computers thinking for us

17. Where do we want to
be?

18. You want to create...
Talkable
Brands

19. Relationships Trust
Word
Transparency of Emotional
Ties
Mouth
Community Familiarity

20. WOM & Social Media
It is a Dialogue
Not a Monologue.
7

21. Social Media marketing spending
will reach $3 billion by 2013
- WOMMA

22. Typical American mentions a
specific brand, company, or
organization 60x per week in online
and offline conversations
-Keller Fay (2010)

23. Make Your Ears as Large as Possible
9

24. Don’t Stop Listening Because
You Don’t Like What You Hear
10

25. Create a Chief Listening Officer
position...

27. What will you hear?

28. Give Your Community
Reasons to You
“They like
me! They really
like me!”
12

29. We have to move from okay to...
WOW
!

30. Want to get noticed?
Don’t just replicate.
Innovate!

31. 4 E’s of Social Media
Engage
Educate
Excite
Evangelize

32. Word Of Mouth
is the primary factor behind
20% - 50% of all
purchase decisions.
-McKinsey Quarterly, April 2010

33. “It’s not about eyeballs and ears,
but hearts and minds.” - Jeffrey Hayzlett (Kodak)

34. Tell & Share Stories....
help clients tell your stories

35. moments that are shared have power -

36. Stop thinking like a marketer and
advertiser and start thinking like a
publisher and socializer

37. You can’t just say your social...
You have to Do It!

38. Purchase is not the end of the
sales funnel...
brand advocacy is.

39. Success isn’t about getting somebody
to buy something...
it’s somebody to advocate for you.
-Steve Knox P&G

40. There is a major difference
between
Campaigns and Movements

41. Campaigns have a start and an end...
Movements Continue
-Brains on Fire

42. 92% of word of mouth happens
offline.

43. Over 90% of all consumer decisions
are due to a positive recommendation
from someone they trust
-Dr. Walter Carl

44. Customers & Clients acquired
through WOM generate 2x more
revenue that customers from
traditional marketing channels

45. What creates buzz?
Stories not slogans.

46. Stories are Everywhere

47. Tell a Compelling Story
20

48. What Social Networks are out there?

49. • #1 social networking site on the web Age % of Users
18 - 24 29.22%
• Almost 600 million active users worldwide in January 25 - 34 24.70%
2011
35 - 44 20.10%
• Over 175 million users in U.S. alone 45 - 54 16.97%
55+ 9.01%
• Average user spends at least 65 minutes on Facebook
per day Gender % of Users
Male 45%
• Organizations can create Business Pages in which Female 55%
customers or future customers can become fans (now
“likes”) and interact with your page by leaving
comments, posting pictures, sharing comments
1
Courtesy of Quantcast.com

50. • #1 social networking site on the web Age % of Users
18 - 24 29.22%
• Almost 600 million active users worldwide in January 25 - 34 24.70%
2011
35 - 44 20.10%
• Over 175 million users in U.S. alone 45 - 54 16.97%
55+ 9.01%
• Average user spends at least 65 minutes on Facebook
per day Gender % of Users
Male 45%
• Organizations can create Business Pages in which Female 55%
customers or future customers can become fans (now
“likes”) and interact with your page by leaving
comments, posting pictures, sharing comments
1
Courtesy of Quantcast.com

51. F est
as t g!
G ro win
• #1 social networking site on the web Age % of Users
18 - 24 29.22%
• Almost 600 million active users worldwide in January 25 - 34 24.70%
2011
35 - 44 20.10%
• Over 175 million users in U.S. alone 45 - 54 16.97%
55+ 9.01%
• Average user spends at least 65 minutes on Facebook
per day Gender % of Users
Male 45%
• Organizations can create Business Pages in which Female 55%
customers or future customers can become fans (now
“likes”) and interact with your page by leaving
comments, posting pictures, sharing comments
1
Courtesy of Quantcast.com

52. Engage with Fans
2

53. Give Them Options
3

54. Let Them Talk
4

55. Provide Quick Responses
5

56. 6

57. is becoming the new
traditional media

58. 81% of Gen Yers Use Facebook Daily.
Nearly 2x the number who watch TV or
read the newspaper.

59. • 113 million users a month (July 2010) Age % of Users
13 - 17 15%
• 2 billion videos are viewed per day 18 - 34 33%
• 75% of Americans watched an online video last 35 - 49 26%
month 50+ 20%
• 60% of users are more affluent ($60k or more per Gender % of Users
year) Male 50%
Female 50%
• Companies can link to their consumers very
personally and provide short, compelling videos,
introducing themselves, products, events, etc.
• The reach is considerable when videos spread virally Nielson/NetRatings, US only, February 2010 and
through email, websites, other media platforms YouTube.com
Courtesy of Quantcast.com

62. Social Media is not free.
You pay for it...
in time, energy and effort.

63. Storytelling creates a tribe.
Tribes are more valuable than
customers

64. It’s not just about influencers...
It’s about passion.

65. Trust your brand
Tell your story
Believe in yourself
Have fun

66. This leads to great conversations.

67. 15% of people’s conversations in
any given day include a
reference to
a brand, product, or service.
-Dr. Walter Carl

68. Listen to the Conversations
13

69. Set the Proper Tone
Content
Conversation
Correspondence
27

70. • Social networking site that acts as a news feed
limited to 140 charcters Age % of Users
13 - 17 12%
• 190 million Twitter members sending 65 million 18 - 34
35 - 49
44%
25%
tweets per day 50+ 15%
• 29% of users earn $100k or more per year Gender % of Users
Male 46%
• Twitter can be used to provide short messages Female 54%
about industry trends and new pension and
financial regs.
Courtesy of Quantcast.com

73. L e t ’s
oo k @
L
w it te r
T

75. Help Them Find Their Way Back Home

76. When it comes to Marketing...
Twitter Destroys Facebook
Facebook makes up 78% of all social media traffic.
Twitter only makes up 5%.
Despite the market Researchers found that
share, a study by Social Facebook’s shared links
Twist says using Twitter average only 3 clicks, while
for marketing is the Twitter’s embedded tweets
better bet. generate 19.

77. Users Have Changed in 2010
•21% of Twitter users now follow more than 100 people
— that’s up from 7% last year — and 16% now have
more than 100 followers
•Twitter users in 2010 were much more likely to provide a
bio (69%), detailed name (73%), location (82%) and
website URL (44%) as part of their public profiles. All of
those percentages are more than double what they were in
2009.
•80.6% of Twitter users have made fewer than 500
tweets, which likely points to the relative newbie status of
the average Twitter user.

78. Users NowWant You to Know...

79. Where They Are

80. Who They Are

81. And What They Are All About.

82. Influencers are not simply people who
have lots of friends...

83. Influencers are only influential if they
change people’s behaviors.

84. Viral Brand Awareness
• You Don’t Own Your Brand
–They own your brand
• Who are they???
–Customers
–Users
–Lovers
–Haters
–Competitors
–The People of Earth

85. Create Contagious Content

86. Consumer Generated Media

87. Consumer Generated Media
• CGM

88. Consumer Generated Media
• CGM
– Diet Coke / Mentos

89. Consumer Generated Media
• CGM
– Diet Coke / Mentos

90. Consumer Generated Media
• CGM
– Diet Coke / Mentos
– 7.4 million views on You-Tube

91. Consumer Generated Media
• CGM
– Diet Coke / Mentos
– 7.4 million views on You-Tube
– Sales of Mentos up 14.5% in 2006

92. Consumer Generated Media
• CGM
– Diet Coke / Mentos
– 7.4 million views on You-Tube
– Sales of Mentos up 14.5% in 2006
• Coke’s reaction

93. Consumer Generated Media
• CGM
– Diet Coke / Mentos
– 7.4 million views on You-Tube
– Sales of Mentos up 14.5% in 2006
• Coke’s reaction
• Cease & Desist

94. Loyalty isn’t enough...
Goal should be “user contribution”

95. • Over 80 million registered users and 1.7 million visits Age % of
to the site per day
13 - 17 2%
• A virtual business card rolodex. With all of your 18 - 34 26%
contacts on one page you can connect with past, 35 - 49 38%
present, and future clients and suppliers very easily 50+ 33%
• Is unmatched with any other social networking site in
connecting businesses or professionals to one another Gender % of Users
Male 48%
• More than 76% of users are college educated with Female 52%
70% of it’s users earning $60k or more per year
• LinkedIn can be utilized for referrals or to build
creditability
Courtesy of Quantcast.com

96. If You Are Not
You Might Just Be Locked Out!!!

97. Build Relationships
Blog for us!
We’ll make it worth
your while.
36

98. 113 million US Internet
Users Read Blogs
+10% vs. 2009
eMarketer

99. Companies that blog have 2x the
number of inbound links vs.
companies that don’t blog - Hubspot

100. Build Relationships
37

101. Corporate Blog

102. Corporate Blog
• Provides steady stream of anticipated new content to your target audience
• Creates an interactive, live personality to the company, not just a static corporate
feel
• Enables the content to be picked up by blog feeds and consumers, it heightens
awareness of the company
• Creates transparency
• Builds relationships
• Easily incorporated into other platforms

103. Blogs and your Brand
• 81% of online searchers read blogs
– 53% read them weekly
– 70% of the 53% pass the information on to others
• Should you write your own Blog
– Okay if you are transparent
– Absolutely not acceptable if through subterfuge
– Wal-Marting Across America

105. Other Great Ideas!

106. Other Great Ideas!
★Alternative WOM Channels

107. Other Great Ideas!
★Alternative WOM Channels
★Branded Content

108. Other Great Ideas!
★Alternative WOM Channels
★Branded Content
★QR Codes

110. Other Great Ideas!

111. Other Great Ideas!
★Alternative WOM Channels

112. Other Great Ideas!
★Alternative WOM Channels
★Branded Content

113. Other Great Ideas!
★Alternative WOM Channels
★Branded Content
★QR Codes

114. Other Great Ideas!
★Alternative WOM Channels
★Branded Content
★QR Codes
★Connection Cards

115. Other Great Ideas!
★Alternative WOM Channels
★Branded Content
★QR Codes
★Connection Cards
★Slideshare

116. Other Great Ideas!
★Alternative WOM Channels
★Branded Content
★QR Codes
★Connection Cards
★Slideshare
★Scribd

117. 86 million US mobile Internet
users in 2010
+25% vs. 2009
eMarketer

118. 50% of Americans will have
smartphones by 2013

119. How’s your mobile
strategy coming along?

120. The Way We Connect
is Changing
46

121. The Way We Connect is
Changing… Really Fast!
47

122. How will being social
Benefit Your Organization?
✓Transparency
✓Engagement
✓Collaboration

123. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
Help your influential & passionate customers spread your brand story.
Be patient. Your brand initiative could take years – or weeks – to take off.
Be flexible. Carefully plan every step, but be totally open to having the story rewritten along the way.
Lose control. Free yourself to seize sudden opportunities that only last for moments.
Resist the paranoid urge for consistency. Embrace the value of being surprising and imperfect.
Respect your community. Draw the line between promotion and advertising.
 Let the market hijack your brand!
49

124. Thank you!
Questions?
joelwarady joelwarady @joelwarady joel@joelwarady.com