2. Agenda
• What is Social Media?
• What is Social Media Marketing?
• Why (consider) Social Media Marketing?
• How will SMM contribute to your Strategy?
• How to get started?
• Conclusion and Key Takeaways
4. so.cial me.di.a
…a whole network of sites where
users can interact with one another
whether it is by sharing information or
discussing various topics
5. Simply stated…
Social media is people
having conversations and
sharing stuff online….
21. US Presidential election 2008
The ‘Facebook’ election
The Obama campaign used not only Facebook and YouTube,
but also MySpace, Twitter, Flickr, Digg, BlackPlanet, LinkedIn,
AsianAve, MiGente, Glee and others to engage you voters.
Obama McCain
Supporters on Facebook 2,000,000 600,000
Followers on Twitter 112,000 4,600
YouTube channel visits 18 million 2 million
YouTube channel views 97 million 25 million
Obama had a social media strategy
McCain ..???
22. Iran elections 2009
Her Name Was Neda…
The images of Iranian protests against the disputed election of President Mahmoud
Ahmadinejad were widely broadcasted to the world through Wikipedia, Twitter,
Flickr, and YouTube.
The killing of young student Neda Agha‐Soltan posted on YouTube was probably the
most widely witnessed death in human history.
23. Britain’s Got Talent 2009
Susan Boyle…a surprise YouTube hit
(2.5 million views in just 72 hours)
Susan Boyle astonished the judges at the
auditions for ITV1 show with her rendition
of ‘I Dreamed A Dream from Les
Miserables’.
The original video posted in 2009 has over
66 million views to date.
24. Bieber fever heats up YouTube 2009
Over 1 million fans on Twitter before launching his first album…
Discovered by a talent agent who came across
one of the videos his mother uploaded to
YouTube.
Two months later he signed to a record label.
26. From social media to
social movement 2011
Facebook and Twitter were considered as
key players in the uprising in the Middle
East
27. More stories gone viral...
Victim’s bro gone renowned…
The man with the golden voice
Launched to worldwide
‘fame’ with her single
“Friday”: 161 million views
28. So how powerful is social media?..
“We’re still in the process of picking
ourselves up off the floor after witnessing
firsthand the fact that a 16‐year‐old
YouTuber can deliver us 3 times the traffic
in a couple of days that some excellent
traditional media coverage has over 5
months.”
~Michael Fox, founder of Shoes of Prey
32. By now we should have realized that
social networking is not a hype…..
It’s a fundamental shift
in the way we
communicate.
33. “In 2008, if you are not on a
social networking site, you are
not on the internet.”
~IAB platform status report: User generated content, Social media, and advertising
–An overview, April 2008
36. Reason #1
The ‘engagement’ factor…
“Social Media is an excellent point
of initial engagement with
consumers – essentially the first
step in a purchase process.”
~Michael Orpen
41. Reason #2
The ‘word‐of‐mouth’ factor…
78% of people trust
recommendations of other consumers.
While only 14% of people trust tv and
radio advertisements.
Source: Nielsen report “Trust in advertising”
47. Reason #3
The ‘Gen‐Y’ factor
”Technology is the major influencer of
Generation Y’s buying behavior. It
influences how they find and compare
products, as well as how they get their
products.”
~Angela Hughes,
Strategies for Reaching the Elusive Generation Y Consumer (2008)
50. Gen Y characteristics…
• Tech‐Savvy
• Continually Connected
• Skim Text and Information Quickly
• Influenced by Peers
• Easily Bored
• Attention‐Craving (recognition)
54. “Social media is like a snowball rolling
down the hill. It’s picking up speed. Five
years from now, it’s going to be the
standard.”
~Jeff Antaya, chief marketing officer of Plante Moran
55. How can Social Media contribute to
your Marketing Strategy?
64. Brand loyalty Strong human connection
• SM offers an opportunity for a brand to show
its personality, without it looking like a
marketing plan or ad campaign.
• SM Marketing is all about connecting with
people first as human beings and then as
customers later.
• SM = branding through conversations!
68. • Forget B2C or B2B……
it’s now P2P (person‐2‐person)
…customers want to connect and interact with
companies on a 1:1 social level
…and those who can deliver that, will gain
substantial competitive edge..
77. Getting started….
1. Define your objectives
2. Define your audience
3. Define your strategy
4. Choose your channels
5. Plan a content agenda
6. Decide on who will manage what
7. Define measurement mechanisms
8. Execute – evaluate – adapt – execute….
78. Conclusion
Social media has completely changed the
landscape of marketing, and when executed
well, it has positive implications for multiple
divisions:
• from consumer insights
• to product development/innovation
• to marketing
• to corporate reputation
80. Some afterthoughts about SMM….
• Core business: products / services
Quality, promises, commitments, relationships
• Social media is an ingredient, not an entrée…
No replacement for all other marketing tools,
instead: it should be integrated with other online
and offline marketing strategies