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Social Media 101 for Marketers Presented by: Mark Stutzman, CEO Mark Peabody, VP Bus Dev

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Digital Variant - Who Are We? <ul><li>We are Social Experts </li></ul><ul><li>Full Service Social Marketing Firm </li></ul><ul><ul><li>Social Strategy </li></ul></ul><ul><ul><li>Campaign and product ideation </li></ul></ul><ul><ul><li>Design and development </li></ul></ul><ul><ul><li>Media planning, buying, reporting </li></ul></ul><ul><ul><li>Execution done In-house! </li></ul></ul><ul><li>We have been working in Community and Social Media for over 11 years </li></ul><ul><li>Experienced interactive management team </li></ul>© DIGITAL VARIANT 2009 | 2

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What is Social Marketing - The Definition <ul><li>Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).* </li></ul>*Source: Wikipedia © DIGITAL VARIANT 2009 | 3

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Social Media - In Short! <ul><li>Social Media = </li></ul><ul><li>Connections </li></ul><ul><li>Friends & Colleagues </li></ul><ul><li>Conversations </li></ul><ul><li>Sharing </li></ul><ul><li>Staying connected/updated </li></ul>© DIGITAL VARIANT 2009 | 4

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The Social Media Landscape Source: Brain Solis under Creative Commons License © DIGITAL VARIANT 2009 | 5

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Facebook Growth – 7/08 to 7/09 <ul><li>Monthly unique users grew by 90 Million in one year </li></ul><ul><li>2,103,776,002 total Visits in July of 2009 </li></ul><ul><li>400% Growth in unique users in one year </li></ul>Source: Compete, Inc. www.compete.com © DIGITAL VARIANT 2009 | 6

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Twitter One Year Unique User Growth <ul><li>From 07/08 to 07/09 Twitter went from 2.2 Million Unique Users to 23.3 Million Unique Users </li></ul><ul><li>Total visits went from 18 Million to 153 Million </li></ul>Source: Compete, Inc. www.compete.com © DIGITAL VARIANT 2009 | 7

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Did You Know? Source: Scoialnomics, Eric Qualman, www.socialnomics.net If YouTube were a country, it would be the 3 rd most populated place in the world and 50% of it’s users visit once a week! Facebook has grown from 20,000,000 to 250,000,000 active users in under 18 months! Facebook is the biggest photo sharing site on the web, each month over a BILLION photos are uploaded! Twitter has grown over 1,000% in the last 12 months, with 23 Million visitors in June of 2009! As of July 2009, 1.5 Billion iPhone Apps have been downloaded! © DIGITAL VARIANT 2009 | 8

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What is Social Media Marketing? <ul><li>Social Media Marketing enables connection & communication between brands and consumers </li></ul><ul><li>Connecting via interests, experiences, passions, products, etc. </li></ul><ul><li>Connection = Loyalty </li></ul><ul><li>Connection + Loyalty = Viral growth </li></ul><ul><li>Peer recommendation is at the heart of social media </li></ul><ul><li>Brands that effectively “Plug In” to the social media process recognize tremendous value </li></ul>© DIGITAL VARIANT 2009 | 9

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Types of Social Media Marketing That Work Custom Applications Brand Pages Widgets Distributed Media - Video © DIGITAL VARIANT 2009 | 10

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Custom Applications <ul><li>Apps are Mini-sites built within Social Networks or on devices </li></ul><ul><li>Apps access existing information about consumers from their social profile and graph </li></ul><ul><li>Applications are installed by consumers, engaging brands </li></ul><ul><li>A good App has an objective, offers value to the user, and promotes the brand </li></ul><ul><li>Apps have long durations, repeat use, constant brand immersion, viral distribution, data collection, and many other attributes </li></ul>© DIGITAL VARIANT 2009 | 11

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Sample Facebook Application: Redken 10,000 Blondes <ul><li>Promote new Blond Glam hair care line </li></ul><ul><li>Engage Users </li></ul><ul><li>Collect images from 10,000 Blond Female Facebook Users </li></ul><ul><li>Create a collage using user images </li></ul><ul><li>Distribute sample product </li></ul><ul><li>10,000 Installs in under 6 weeks </li></ul><ul><li>Each install provided photos for the collage </li></ul><ul><li>Over 2.2 million news feed posts generated </li></ul><ul><li>500 samples distributed </li></ul><ul><li>Objectives completed ahead of schedule! </li></ul><ul><li>Considerable press </li></ul>Objective: Result: © DIGITAL VARIANT 2009 | 12

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Sample Facebook Application: Redken 10,000 Blondes © DIGITAL VARIANT 2009 | 13

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Sample Facebook Application: Master Lock Secret Vault <ul><li>35% viral spread </li></ul><ul><li>Long user durations </li></ul><ul><li>Constant non-intrusive brand immersion </li></ul><ul><li>Considerable press Coverage </li></ul><ul><li>Sampling launching soon </li></ul><ul><li>Introduce Speed Dial Lock to teens </li></ul><ul><li>Engage teens while promoting the brand </li></ul><ul><li>Virtual product interaction showcasing new technology </li></ul><ul><li>Spread campaign virally </li></ul>Objective: Result: © DIGITAL VARIANT 2009 | 14

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Sample Facebook Application: Master Lock Secret Vault © DIGITAL VARIANT 2009 | 15

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Brand Pages <ul><li>Your chance to speak directly to consumers </li></ul><ul><li>Standard Facebook Brand Pages don’t cut it, you need to customize </li></ul><ul><li>Brand pages are like sites, they need to be rich, deep, and interactive </li></ul><ul><li>Consumers that become fans will have their Profiles updated when you change content </li></ul><ul><li>Brand pages are your access to a community of 200+ Million users – USE THEM WISELY! </li></ul>© DIGITAL VARIANT 2009 | 16

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Sample Brand Page: Effective © DIGITAL VARIANT 2009 | 17

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Sample Brand Page: Failure © DIGITAL VARIANT 2009 | 18

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Distributed Content: Video <ul><li>Videos and other distributed content rely on engaging the users desire to share something unique = viral spread </li></ul><ul><li>Content is key: brand promotion must be integrated into, or without disturbing, the content </li></ul><ul><li>You can’t MAKE something go viral, it needs to be THAT creative </li></ul><ul><li>If successful, there can be huge rewards </li></ul>© DIGITAL VARIANT 2009 | 19

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Distributed Content : Video Example <ul><li>Samsung: Extreme Shepherding </li></ul><ul><li>Released March 16 th , 2009 </li></ul><ul><li>Over 9,000,000 Views of a 2+ minute video </li></ul><ul><li>Samsung branded closing </li></ul>Source: YouTube, www.youtube.com © DIGITAL VARIANT 2009 | 20

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Widgets <ul><li>Stand alone distributable applications </li></ul><ul><li>Users embed widgets on social media properties, Blogs, or any site they control </li></ul><ul><li>Widgets do not pull data from Social Media Sites </li></ul><ul><li>Widgets must be promoted heavily to gain initial distribution </li></ul><ul><li>Widget only tie into a users social graph when embedded </li></ul>© DIGITAL VARIANT 2009 | 21

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Sample Widget © DIGITAL VARIANT 2009 | 22

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Why Should You Care About Social Media? <ul><li>People ARE talking about YOUR brands, and you need to be a part of it </li></ul><ul><li>You have the chance to talk directly to your consumers, not at them </li></ul><ul><li>Relationships are key to loyalty </li></ul><ul><li>Consumer advocates are the strongest marketing channel </li></ul><ul><li>Use Social Media for consumer feedback (MS See speaker note) </li></ul>© DIGITAL VARIANT 2009 | 23

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What Can Social Media Marketing Accomplish? <ul><li>Engagement - #1 Objective </li></ul><ul><li>Relationships </li></ul><ul><li>Dialogue </li></ul><ul><li>Loyalty </li></ul><ul><li>Data acquisition </li></ul><ul><li>Conversions </li></ul><ul><li>Viral spread of your brand message </li></ul>© DIGITAL VARIANT 2009 | 24

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How to Begin <ul><li>For many marketers, leveraging Social Media is outside of their core competency, and that of their traditional agencies </li></ul><ul><li>Work with a specialist </li></ul><ul><li>Define brand objectives and strategy before determining how to use Social Media </li></ul><ul><li>An effective Social Media strategy requires: </li></ul><ul><ul><li>Experience building and applying social media tools </li></ul></ul><ul><ul><li>A keen understanding of interactive users </li></ul></ul><ul><ul><li>Deep industry knowledge of trends and social media properties </li></ul></ul><ul><ul><li>Solutions that engage and provide value to users </li></ul></ul>© DIGITAL VARIANT 2009 | 25

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Digital Variant Social Media Marketing Services <ul><li>Initial meeting – educate and inform </li></ul><ul><li>We focus first on your brand, objectives, and marketing initiatives; then on how social media can support them </li></ul><ul><li>We develop creative concepts based on your requirements leveraging all appropriate social media tools </li></ul><ul><li>We offer a full suite of services, from concept to execution and management </li></ul><ul><li>As your partner in social media marketing your success is critical to our success </li></ul>© DIGITAL VARIANT 2009 | 26

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Next Steps <ul><li>To schedule a meeting: chat with us now, grab a card, or contact: </li></ul><ul><li>Mark Peabody </li></ul><ul><li>VP Business Development </li></ul><ul><li>Digital Variant </li></ul><ul><li>www.digitalvariant.com </li></ul>© DIGITAL VARIANT 2009 | 27