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Mcgill social

  1. 1. What Is Social Media Marketing?
  2. 2. “Social Media Marketing: Enables Others to Advocate fo Your Business Through Compelling Content” Image credit: Ian Sane
  3. 3. “Social Media is Like a Cocktail Party: Listen Then Respond” hoto Credit: The ana Files
  4. 4. 12 November 04, 10 • Participation • Full Disclosure • Two–way Conversation • Building a sense of community • Connection • Collaboration • Facilitation (facilitating something that is ALREADY happening) Distinctive Qualities of Social Media
  5. 5. 200 Million Boxes
  6. 6. Why Is Social Media Important?: Statistics Photo Credit: kevindooley
  7. 7. 500 Million Active Facebook Users Source: Tech HeraldPhoto Credit: Oversocialized
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  10. 10. 10 Billion+ Tweets Sent on Twitter Since 2006 Photo Credit: Rosaura Ochoa Source: Mashable
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  13. 13. 126 MillionThe number of blogs on the Internet. Source: Jess3
  14. 14. 2 Billion Videos Are Streamed Each Day On YouTubePhoto Credit: jonsson Source: Techcrunch
  15. 15. 9191% say consumer reviews are the% say consumer reviews are the #1 aid to buying#1 aid to buying decisionsdecisions -- JC Williams GroupJC Williams Group 8787%% trust a friend’s recommendationtrust a friend’s recommendation over critic’s reviewover critic’s review -- Marketing SherpaMarketing Sherpa 33 times more likely totimes more likely to trust peer opinions overtrust peer opinions over advertising for purchasing decisionsadvertising for purchasing decisions -- Jupiter ResearchJupiter Research 11 word-of-mouth conversation hasword-of-mouth conversation has impact ofimpact of 200 TV ads200 TV ads -- BuzzAgentBuzzAgent ** Slide courtesy of Digital Influence GroupSlide courtesy of Digital Influence Group Social media influences peopleSocial media influences people
  16. 16. 11 Study showed that … − 77% of online shoppers read consumer product reviews and ratings before making a purchase − $2 Billion of online travel purchases a year are affected by social media − 24% of online car shoppers have changes their mind about a vehicles purchase based on social media − 51% of journalists read blogs for story ideas − 28% of top search engine results are social media sites Trends of Social Media Juniper Research
  17. 17. People are using social mediaPeople are using social media Social media sites are the fastest-growing category on theSocial media sites are the fastest-growing category on the web, doubling their traffic over the last year.web, doubling their traffic over the last year. o7373% of active online users have% of active online users have read a blogread a blog o4545% have started% have started their own blogtheir own blog o5757% have joined a% have joined a social networksocial network o5555% have uploaded% have uploaded photosphotos o8383% have watched% have watched video clipsvideo clips Universal McCann’s Comparative Study on Social Media Trends, AprilUniversal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least2008. 17,000 respondents from 29 countries, *using internet at least every other dayevery other day
  18. 18. Social media marketing is growingSocial media marketing is growing SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
  19. 19. The conversation isThe conversation is notnot:: o controlledcontrolled o organizedorganized o ““on messageon message”” The conversationThe conversation isis:: o organicorganic o complexcomplex o speaks in aspeaks in a human voicehuman voice Social media isSocial media is not anot a strategystrategy or aor a tactictactic –– it’s simply ait’s simply a channelchannel.. The social media conversationThe social media conversation
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  21. 21. TheThe powerpower toto definedefine andand controlcontrol aa brandbrand isis shiftingshifting fromfrom corporationscorporations andand institutionsinstitutions toto individualsindividuals andand communitiescommunities.. Social media is changing our worldSocial media is changing our world
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  23. 23. 4 Social Media A Shift to Publishing a Conversation Institutional Voice Audience TraditionalSocialMedia Blogs Communities Traditional online tactics focus on crafting institutional messages and assets then mass distributing them to a core audience. Social Media focuses on enabling and publishing a conversation between multiple parties where the community has a steak in the dialogue
  24. 24. 8 User-generated content (UGC) refers to various kinds of media content that is produced or primarily influenced by end-users; as opposed to traditional media outlets. Consumer-generated media (CGM) describes word-of-mouth behavior that exists on the Internet. Typically, consumer-generated media encompasses opinions, experiences, advice and commentary about products, brands, companies and services—usually informed by personal experience —that exist in consumer-created postings on Internet discussion boards, forums, Usenet newsgroups and blogs. Social Media Defined User-generated content, Consumer-generated media
  25. 25. 9 Social Bookmarking is a method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata. Social media optimization is about implementing changes to a site (or blog) so that others can easily link to it, tag it, post a comment to it; and then submit it to social bookmarking sites; making it social media ready! Social Media Defined Social bookmarking, Social Media Optimization
  26. 26. ExperimentExperiment personallypersonally before professionallybefore professionally Try aTry a varietyvariety of social mediaof social media toolstools BeBe yourselfyourself, make some, make some friendsfriends, and, and shareshare Experiment with social mediaExperiment with social media
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  30. 30. Social Media Objectives 1. Create brand awareness through online word of mouth 2. Acquire new customers via the social media channel • Foster loyalty and retention among existing customers • Improve customer service level
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  32. 32. Social Media Ecosystem
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  34. 34. Free Social Media Monitoring Tools Image Credit: Hamed Saber
  35. 35. Customer Service via Social Media
  36. 36. Customer Service via Social Media  480+ customer service cases resolved through Social Media in past 6 months  Compiling customer influencers database  Customer re-activation and win-back  Generating customer insights and identifying customer experience flaws.
  37. 37. July 2009 United Airlines handles hundreds of lost and damaged baggage complaints each year. But aggrieved Dave Carroll went viral with his ballad of a broken guitar. Social Relevance: United had 9 months to placate Carroll before he penned his protest song. Instead they were confronted with a backlash millions empathised with.
  38. 38. Southwest Air’s “Customer of Size” policy receives a high-profile roasting when the airline targets director Kevin Smith and he tweets his experiences. Social Relevance: Forcing obese passengers to buy an extra ticket had taken a back seat on the news agenda until Smith’s tweet to millions hit the headlines. February 2010
  39. 39. September 2010 McDonald’s wasn’t overly concerned by this local TV ad made by a community nutrition group linking its burgers to heart disease. That’s before they took it to YouTube.
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  41. 41. Building relationships…
  42. 42. ICE.com Love Story Contest on Facebook Tell Us Your Love Story for a Chance to Win  User generated contest run entirely in Facebook.  4,300+ new fans and email opt-ins  965 stories submitted  Engagement  5.5 Votes / Story  .33 Comments / story  10+ interactions / post during contest period
  43. 43. • 12 days of christmas ellen
  44. 44. • Plan the outcome (ellen)
  45. 45. Ellen DeGeneres Valentine’s Day Special Audience Gift and Initiative to Support Haiti Results:  30-second on-air endorsement from Ellen DeGeneres to 3,000,000+ viewers  Est. 4,000+ New Fans and email opt-ins in 48 hours
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  47. 47. Resources required for socialResources required for social media may include:media may include: o Strategic consultationStrategic consultation o TrainingTraining o Creating contentCreating content o Integrating toolsIntegrating tools o Distributing contentDistributing content o Relationship managementRelationship management o Measuring valueMeasuring value Social Media is not freeSocial Media is not free
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  50. 50. • Dedicate in honor In Memory of
  51. 51. June 2008 JCPenney’s “Speed Dressing” ad wins a Bronze Lion at Cannes. Just one problem: Neither the retailer or its ad agency claims to know anything about it. Social Relevance: In social media, content never dies. When the makers of the faux ad put it online and JCPenney disowned it, Speed Dressing’s fame was bound to grow.
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  53. 53. Tap into the wisdom of the crowd toTap into the wisdom of the crowd to access a wider talent pool andaccess a wider talent pool and gain customer insightgain customer insight Companies that use crowd sourcingCompanies that use crowd sourcing include:include: o Starbucks (MyStarbucks)Starbucks (MyStarbucks) o Dell (Ideastorm)Dell (Ideastorm) o DuPontDuPont o NetflixNetflix o WikipediaWikipedia o iStockphoto.comiStockphoto.com o Threadless.comThreadless.com o Mechanical Turk (Amazon)Mechanical Turk (Amazon) Crowd Sourcing – Submit, Discuss,Crowd Sourcing – Submit, Discuss, VoteVote
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  55. 55. June 2010 BP spills millions of barrels of the oil into the Gulf of Mexico. Finds its online PR response clogged by Facebook outrage and a fake, hilarious Twitter account. Social Relevance: While BP spent £93m on ads, social media kept the pressure on. 350 “Boycott BP” Facebook groups formed and 188,000 followed fake @BPGlobalPR.
  56. 56. AvoidAvoid pufferypuffery (people will ignore it)(people will ignore it) AvoidAvoid evasionevasion andand lyinglying (people(people won’twon’t ignore it)ignore it) Companies have watchedCompanies have watched theirtheir biggest screw-up'sbiggest screw-up's rise to the top 10 of arise to the top 10 of a Google searchGoogle search Admit your mistakesAdmit your mistakes rightright awayaway
  57. 57. Folksy “Isn’t Wal-Mart great” travel blog “Wal-Marting Across America” hits a reputation pot-hole when unmasked as being paid for by company. Social Relevance: Black eye for Wal-Mart amid accusations that it was trying to shift attention away from criticism of its labor practices. October 2006
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  60. 60. Polyvore and Rich Media Content
  61. 61. Blogs
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  63. 63. Don’t be afraidDon’t be afraid to share.to share. Corporations, like people,Corporations, like people, need to share information toneed to share information to get the value out of socialget the value out of social mediamedia Make your content easy toMake your content easy to shareshare IncorporateIncorporate tools thattools that promote sharing:promote sharing: o Share This,Share This, RSS feeds, EmailRSS feeds, Email a frienda friend 6. Share your content6. Share your content
  64. 64. Don'tDon't shoutshout. Don't. Don't broadcastbroadcast. Don’t. Don’t bragbrag.. Speak like yourselfSpeak like yourself – not a– not a corporate marketing shill orcorporate marketing shill or press secretarypress secretary Personify your brandPersonify your brand – give– give people something they canpeople something they can relate to.relate to. 7. Be personal and act like a7. Be personal and act like a personperson
  65. 65. ZAPPOS – Customer service isZAPPOS – Customer service is centralcentral Zappos, an online shoe retailer, makesZappos, an online shoe retailer, makes customer service central with a focuscustomer service central with a focus on “on “making personalmaking personal andand emotionalemotional connectionsconnections.”.” Divert marketing budget to customerDivert marketing budget to customer service (theyservice (they outsource marketing tooutsource marketing to their customerstheir customers; they don’t outsource; they don’t outsource their call centre)their call centre) Use Twitter to promote their brandUse Twitter to promote their brand o Website displays anyWebsite displays any public tweetspublic tweets mentioningmentioning of their brandof their brand o CEO has over 400,000 followersCEO has over 400,000 followers o 430430 employees on Twitteremployees on Twitter $1billion$1billion in sales last year and theirin sales last year and their expanding into new product categoriesexpanding into new product categories
  66. 66. Think like aThink like a contributorcontributor, not, not a marketera marketer Consider what isConsider what is relevant torelevant to the communitythe community beforebefore contributingcontributing Don’t promoteDon’t promote your productyour product on every poston every post Win friends byWin friends by promotingpromoting other people’s contentother people’s content if itif it interests youinterests you 8. Contribute in a meaningful way8. Contribute in a meaningful way
  67. 67. Don’t try to deleteDon’t try to delete oror remove criticism (it will justremove criticism (it will just make it worse)make it worse) ListenListen to your detractorsto your detractors AdmitAdmit your shortcomingsyour shortcomings Work openlyWork openly towards antowards an explanationexplanation and legitimateand legitimate solutionsolution 9. See criticism as an opportunity9. See criticism as an opportunity
  68. 68. Greenpeace targeted Nestle but only when activists besieged Nestle’s Facebook page and the company got aggressive and deleted posts did it become a global story. February 2010
  69. 69. Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal. Social Relevance: Jet Blue understood how its reputation was being hurt online and so CEO David Neelman quickly crafted a YouTube apology.
  70. 70. BazaarvoiceBazaarvoice ““People are twice as likely to convertPeople are twice as likely to convert when there is a negative reviewwhen there is a negative review amongst the positive ones”amongst the positive ones” Sam DeckerSam Decker CMOCMO
  71. 71. Don’t wait until you have aDon’t wait until you have a campaigncampaign to launch - startto launch - start planning and listening nowplanning and listening now Build relationshipsBuild relationships soso they’re ready when youthey’re ready when you need themneed them 10. Be proactive10. Be proactive

Hinweis der Redaktion

  • Example 1: “Hillary Duff Diamond Ring”
    When Hilary Duff’s fiancé, NHL hockey player Mike Comrie, proposed with a $1 MM engagement ring, it made headlines, and ICE.com capitalized by using this opportunity to talk about the story and diamond engagement rings on SparkleLikeTheStars.com, of course linking back to our diamond rings and wedding boutique pages of our main site, ICE.com
    During the first 3 weeks, we ranked #1-#2 for most relevant keyword queries, and generated tens of thousands of visits to our blog, and thousands of visits to ICE.com
    We currently maintain first page visibility for most queries relevant to the story.