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WEB2.0 Branding Part I: Social Media Redefines Marketing

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WEB2.0 Branding Part I: Social Media Redefines Marketing

  1. 1. Part I Social Media Redefines Marketing, Branding © 2008
  2. 2. <ul><li>Greetings! </li></ul><ul><li>I am Ira Kaufman, President Optimized Strategies, Ph.D. Marketing </li></ul><ul><li>As a Marketing Strategist, I combine 30 years of rich experiences with </li></ul><ul><li>businesses and nonprofits to develop the potential of companies and institutions. </li></ul><ul><li>Marketing is evolving and expanding. It requires an integration of traditional advertising, online marketing, social media and networking to develop competitive advantage. </li></ul><ul><li>I challenge owners and senior executives to clarify their goals and translate them into a consistent Brand. Then our team develops an Integrated Marketing Strategy that leverages social media and online marketing. </li></ul><ul><li>Please join me on a journey to discover the Power of Social Media in building a </li></ul><ul><li>WEB2.0 Brand and Competitive Advantage. </li></ul><ul><li>Connect with me: </li></ul><ul><li>[email_address] </li></ul><ul><li>540-563-2249 (office); 540-875-8510 (cell) </li></ul><ul><li>Blog http://www.attractingtalenthub.com </li></ul><ul><li>LinkedIn http://www.linkedin.com/in/optimizedstrategies </li></ul><ul><li>Twitter http://twitter.com/ira9201 </li></ul><ul><li>Facebook http:// profile.to/irakaufman </li></ul>
  3. 3. Invite you on a Journey <ul><li>Opening the doorway to </li></ul><ul><li>new experiences and </li></ul><ul><li>insights into the future </li></ul><ul><li>of marketing… </li></ul><ul><li>Challenging your assumptions </li></ul><ul><li>Building Your New Brand </li></ul>
  4. 4. Who Are You? What's Your Brand?
  5. 5. Pew Internet & American Life Project Tracking surveys (Last updated: July 22, 2008)
  6. 6. What’s the Marketing Explosion? <ul><li>From Traditional Advertising to </li></ul><ul><li>Online Marketing to </li></ul><ul><li>Integrated Social Marketing Strategy </li></ul>From Traditional Advertising to Online Marketing to Integrated Social Marketing Strategy
  7. 7. McKinsey & Co Report <ul><li>By 2010, traditional TV advertising will be one-third as effective as it was in 1990. It assumes: </li></ul><ul><ul><li>15% decrease in buying power driving by cost-per-thousand rate increases </li></ul></ul><ul><ul><li>23 % decline in ads viewed due to switching off </li></ul></ul><ul><ul><li>37% decrease in message impact due to saturation </li></ul></ul><ul><li>Prime-time TV ad spending has increased over last decade by about 40%, as viewers have dropped almost 50%. Paying more for less translates into a much higher cost-per-viewer-reached. </li></ul>/ http://www.mediabuyerplanner.com/2006/08/07/mckinsey_tv_selling_power
  8. 8. Crisis In Mass Marketing <ul><li>18%: Proportion of TV advertising campaigns generating positive ROI </li></ul><ul><li>54 cents: Average return in sales for every $1 spent on advertising </li></ul><ul><li>84%: Proportion of B2B marketing campaigns resulting in falling sales </li></ul><ul><li>100%: The increase needed in advertising spend to add 1-2% in sales </li></ul><ul><li>14%: Of people who trust advertising information </li></ul><ul><li>90%: Of people who can skip TV ads who do skip TV ads </li></ul><ul><li>56%: People who avoid buying products from companies who they think advertise too much </li></ul><ul><li>65%: People who believe that they are constantly bombarded with too much advertising </li></ul>Source: Justin Kirby & Paul Marsden (2006). Connected marketing . Oxford, UK: Butterworth-Heinemann. xix
  9. 9. Power of the Internet <ul><li>Internet Usage </li></ul><ul><ul><li>USA Population: 303,824,646 </li></ul></ul><ul><ul><li>Internet Usage: 220,141,969 </li></ul></ul><ul><ul><li>Penetration Rate: 72.5% </li></ul></ul><ul><ul><li>Growth from 2000-2008: 130.9% </li></ul></ul>Stats from Internet WorldStats (Census, Nielson)
  10. 12. Social Media Will Change Your Business <ul><li>“ Look past the yakkers, hobbyists, and political mobs. </li></ul><ul><li>Your customers and rivals are figuring blogs out. </li></ul><ul><li>Our advice: </li></ul><ul><li>Catch up… or catch you later” </li></ul><ul><li>Business Week February 20, 2008 </li></ul>
  11. 13. Social Media Opens Blocked Communications <ul><li>Common intention to open networking </li></ul><ul><ul><ul><li>Gain access to previously blocked contacts </li></ul></ul></ul><ul><li>Expands access to other vast networks </li></ul>
  12. 15. Power of <ul><li>More than 100 million active users, 4th most-trafficked website in the world </li></ul><ul><li>Over 55,000 regional, work-related, collegiate, and high school networks </li></ul><ul><li>More than 50% users are outside of college </li></ul><ul><li>#1 site for people ages 17-25 </li></ul><ul><li>Fastest growing demographic is those 25-35 years old </li></ul><ul><li>Maintain 85 %market share of 4-year U.S. universities </li></ul><ul><li>5 0% of users return daily. </li></ul><ul><li>Group Facebook for Business  for a rich source of information. 25,000+ members.   </li></ul>Statistics gathered directly from Facebook
  13. 16. Professional Resource <ul><li>Launched in May 2003 </li></ul><ul><li>26+ million experienced professionals from around the world </li></ul><ul><li>Represents 150 industries </li></ul><ul><li>10+ Million unique visitors per month </li></ul><ul><li>Grew almost 200% from 2007 </li></ul><ul><li>Data from LinkedIn </li></ul>
  14. 17. Goes Mainstream <ul><li>Businesses are finding ways to tweet </li></ul><ul><li>Doctors update patients about office hours </li></ul><ul><li>Zappos, shoe retailer updates 14,000 followers </li></ul><ul><li>COMCAST use it for customer services </li></ul><ul><li>Real estate agents are selling Houses </li></ul><ul><li>HCA uses for recruiting nurses </li></ul><ul><li>Journal October 27, 2008 </li></ul>
  15. 18. WordPress Transforms Websites <ul><li>Businesses are adopting WEB2.0 </li></ul><ul><li>Search engine optimization friendly </li></ul><ul><li>Interactive </li></ul><ul><li>Content managed </li></ul><ul><li>Builds relationships </li></ul><ul><li>Real time metrics </li></ul>
  16. 19. Widgets Rule <ul><li>Businesses use widgets to gain and distribute information </li></ul><ul><li>Free </li></ul><ul><li>Easy to upload </li></ul><ul><li>Collect information </li></ul><ul><li>Viral, Self-Distributing </li></ul><ul><li>Distribute your published posts </li></ul><ul><li>Engage conversations </li></ul><ul><li>Customer service, Feedback, Promotion, Job boards </li></ul>
  17. 20. Social Media Marketing Examples <ul><li>1 . Blogs ( Johnson & Johnson , Delta Air Lines ) 2. Bookmarking/Tagging ( Adobe , Kodak ) 3. Brand monitoring ( Dell , MINI ) 4. Content aggregation ( Alltop , EMC ) 5. Crowdsourcing/Voting ( Oracle , Starbucks ) 6. Discussion boards and forums ( IBM , Mountain Dew ) 7. Events and meetups ( Molson , Pampers ) 8. Mashups ( Fidelity Investments , Nike ) 9. Microblogging ( method , Whole Foods ) 10. Online video ( Eukanuba , Home Depot ) 11. Organization and staffing ( Ford , Pepsi ) </li></ul>www.mashable.com/2008/11/07/social-media-marketing-plan/
  18. 21. Social Media Marketing Examples … continued <ul><li>12. Outreach programs ( Nokia , Yum Brands ) 13. Photosharing ( Rubbermaid , UK Government ) 14. Podcasting ( Ericsson , McDonalds ) 15. Presentation sharing ( CapGemini , Daimler AG ) 16. Public Relations - social media releases ( Avon , Intel ) 17. Ratings and reviews ( Loblaws , TurboTax ) 18. Social networks: applications, groups, personalities ( British Airways , Saturn ) 19. Sponsorships ( Coca-Cola , Whirlpool ) 20. Virtual worlds ( National Geographic , Toyota ) 21. Widgets ( Southwest Airlines , Target ) 22. Wikis ( Second Life , T-Mobile Sidekick ) </li></ul>
  19. 22. Web2.0 Trends Updated 12/07 Jo,SanKuKT
  20. 23. Nielsen Rating – Nov 6- Nov 12 2006 TOP 3 (20 nov 2006) Power of YouTube “play for real” www.slideshare.net/alainthys/i-am-the-media 20.8 CBS CSI: Crime Scene Investigation 3. 22.0 ABC Dancing With the Stars 2. 22.3 million ABC Desperate Housewives 1. 12.7 Quick Change Artists 17.3 Pokemon Theme Music 35.7 MM Evolution of Dance
  21. 25. The traditional marketing model is being challenged, and Chief Marketing Officers can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
  22. 26. The Power Has Shifted Any Time - Any Place - Any Way Web2.0 Trends Updated 12/07 Jo,SanKuKT
  23. 27. <ul><li>“ Social Trend in which people </li></ul><ul><li>use technologies to get </li></ul><ul><li>things that they need </li></ul><ul><li>from each other, rather </li></ul><ul><li>from corporations” </li></ul>
  24. 28. Marketing Rules are Changing Giving free ebooks, product Charging for entry – block entry Sharing information Coveting information GenY/X different media preferences Consistent media preferences Real time metrics Hard to measure results Engage, build relationship Direct client to immediate action User generated content Business generated content Interactive conversation One way message Pulling client to the message Pushing message to client It’s now It was
  25. 29. Essence of the Future of Marketing <ul><li>It all starts with respect. </li></ul><ul><li>Listening is marketing. </li></ul><ul><li>Participation is marketing. </li></ul><ul><li>Media is marketing. </li></ul><ul><li>Conversations are marketing. </li></ul><ul><li>Comments are marketing. </li></ul><ul><ul><ul><ul><ul><li>The Social Media Manifesto </li></ul></ul></ul></ul></ul>
  26. 30. Web2.0 Trends Updated 12/07 Jo,SanKuKT
  27. 31. Integrated Social Marketing Campaign that made a difference
  28. 32. What was Obama’s brand? What was McCain’s brand?
  29. 33. Marketing Pundits Speak <ul><li>Obama </li></ul><ul><ul><li>Packaged, marketed and distributed his charismatic self and easily digestible message of “change” - political, social economic </li></ul></ul><ul><li>McCain </li></ul><ul><ul><li>Struggled to find an electable identity and clear voice </li></ul></ul><ul><ul><li>Lost himself inside the ambiguous maze of his “maverick” persona. </li></ul></ul>
  30. 34. Powerful Social Media Strategy <ul><li>Obama has 380% more </li></ul><ul><li>supporters than McCain </li></ul><ul><li>Obama: 2,379,102 supporters </li></ul><ul><li>McCain: 620,359 supporters </li></ul><ul><li>Obama has 380% more </li></ul><ul><li>supporters than McCain </li></ul><ul><li>Obama: Friends: 833,161 </li></ul><ul><li>McCain: Friends: 217,811 </li></ul><ul><li>Obama has 403% more subscribers </li></ul><ul><li>than McCain & 905% more </li></ul><ul><li>Viewers than McCain </li></ul><ul><li>Obama has 240 times more </li></ul><ul><li>followers than McCain </li></ul><ul><li>Obama: </li></ul><ul><ul><li>@barackobama has 112,474 followers </li></ul></ul><ul><li>McCain: </li></ul><ul><ul><li>@JohnMcCain 4,603 followers </li></ul></ul>www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
  31. 35. http ://www.slideshare.net/saydowin/obama-social
  32. 36. Old 4Ps Marketing 4Ps Value Creator Customer
  33. 37. WEB2.0 Marketing 5Ps Value Builder - Company - Employer - Person Customer Product (WEB2.0 Brand) Price ($, time, ease) Promotion (Integrated Marketing ) Job Seeker Online Visitor Participation (Conversations ) Place (online, offline) Publisher
  34. 38. Factors Distinguishing Traditional, Online and Social Media Low expertise and cost/ free Moderate expertise and cost High expertise and cost Entry Interactive and real time Both static and interactive None – one way Interactivity Pull Combination push/pull Push Sales process Open , responsive – listen, adapt Can be dynamic and updated regularly Closed, directed Approach Set the brand but cannot control - based on user feedback Promote brand- some control Control brand and growth Branding Blogs, wikis, video on demand, RSS, social networks, widgets, cell phones Websites, banners , ecommerce, Search engine optimization Advertising (TV , radio), billboards, direct mail) Tools Social Online Traditional
  35. 39. Attention Economy <ul><li>A marketplace where consumers agree to receive services in exchange for their attention. </li></ul><ul><li>• Include personalized news, personalized search, alerts and recommendations to buy. </li></ul><ul><li>• The consumer has choice - they get to choose where their attention is 'spent'. </li></ul><ul><li>• If content is relevant, site is “sticky” creating more opportunities to sell. </li></ul>
  36. 40. Web2.0 Trends Updated 12/07 Jo,SanKuKT
  37. 41. WEB2.0 Marketing Summary <ul><li>It’s not about a cheaper product or your idea; </li></ul><ul><li>It’s about creating engaging conversations. </li></ul><ul><ul><li>It’s not about better coffee – it’s about the place </li></ul></ul><ul><ul><li>It’s not about the hog, it’s about a lifestyle </li></ul></ul><ul><ul><li>It’s not about the entertainment – it’s about delivery </li></ul></ul><ul><ul><li>It’s about my space </li></ul></ul><ul><ul><li>It’s about my opinion , experience </li></ul></ul><ul><ul><li>It’s about your choices, places, and time </li></ul></ul>

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