“Social Media Marketing: Enables Others to Advocate fo
Your Business Through Compelling Content”
Image credit: Ian Sane
“Social Media is Like a Cocktail Party:
Listen Then Respond”
hoto Credit: The
12 November 04, 10
• Full Disclosure
• Two–way Conversation
• Building a sense of community
• Facilitation (facilitating something that is
Distinctive Qualities of Social Media
126 MillionThe number of blogs on the Internet.
2 Billion Videos Are Streamed Each
Day On YouTubePhoto Credit: jonsson Source: Techcrunch
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
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
− 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
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
Social media marketing is growingSocial media marketing is growing
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
The conversation isThe conversation is notnot::
o ““on messageon message””
The conversationThe conversation isis::
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
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
A Shift to Publishing a Conversation
Institutional Voice Audience
Traditional online tactics
focus on crafting
and assets then mass
distributing them to a
Social Media focuses on
enabling and publishing
a conversation between
multiple parties where
the community has a
steak in the dialogue
User-generated content (UGC) refers to various
kinds of media content that is produced or primarily
influenced by end-users; as opposed to traditional
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
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
Social Media Defined
Social bookmarking, Social Media Optimization
before professionallybefore professionally
Try aTry a varietyvariety of social mediaof social media
BeBe yourselfyourself, make some, make some
friendsfriends, and, and shareshare
Experiment with social mediaExperiment with social media
Social Media Objectives
1. Create brand awareness through online
word of mouth
2. Acquire new customers via the social
• Foster loyalty and retention among existing
• Improve customer service level
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.
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.
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.
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.
ICE.com Love Story Contest on Facebook
Tell Us Your Love Story for a Chance to Win
User generated contest run entirely in
4,300+ new fans and email opt-ins
965 stories submitted
5.5 Votes / Story
.33 Comments / story
10+ interactions / post during contest period
Ellen DeGeneres Valentine’s Day Special
Audience Gift and Initiative to Support Haiti
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
Resources required for socialResources required for social
media may include:media may include:
o Strategic consultationStrategic consultation
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
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.
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
o Starbucks (MyStarbucks)Starbucks (MyStarbucks)
o Dell (Ideastorm)Dell (Ideastorm)
o Mechanical Turk (Amazon)Mechanical Turk (Amazon)
Crowd Sourcing – Submit, Discuss,Crowd Sourcing – Submit, Discuss,
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.
(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
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.
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
Make your content easy toMake your content easy to
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
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
ZAPPOS – Customer service isZAPPOS – Customer service is
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
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
Think like aThink like a contributorcontributor, not, not
a marketera marketer
Consider what isConsider what is relevant torelevant to
the communitythe community beforebefore
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
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
9. See criticism as an opportunity9. See criticism as an opportunity
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.
Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their
Social Relevance: Jet Blue understood how its reputation was being hurt online and so CEO David Neelman
quickly crafted a YouTube apology.
““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
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.
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