1.
Marketing By the People, For the
People
Pinny Gniwisch
Chief Motivational Officer
www.ice.com

2.
2
# 1 In traffic in the
online jewelry category
 Unique visitors
1.3 Million
No. of registered
customers
1.6 Million

3.
3
Acquired Diamond.com in 2006

4.
QuickTime™ and a
MPEG-4 Video decompressor
are needed to see this picture.

5.
5
QuickTime™ and a
decompressor
are needed to see this picture.
The moment of Realization

6.
What Is Social
Media Marketing?

7.
“Social Media Marketing: Enables Others to Advocate fo
Your Business Through Compelling Content”
Image credit: Ian Sane

8.
“Social Media is Like a Cocktail Party:
Listen Then Respond”
hoto Credit:
he Dana Files

9.
200 Million Boxes

10.
Why Is Social Media
Important?:
Statistics
Photo Credit: kevindooley

11.
500 Million Active Facebook Users
Source: Tech HeraldPhoto Credit: Oversocialized

12.
13

13.
14

14.
10 Billion+ Tweets Sent on Twitter
Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable

15.
16

16.
17

17.
126 MillionThe number of blogs on the Internet.
Source: Jess3

18.
2 Billion Videos Are Streamed Each
Day On YouTubePhoto Credit: jonsson Source: Techcrunch

19.
o 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
o 8787%% trust a friend’s recommendationtrust a friend’s recommendation over critic’sover critic’s
reviewreview -- Marketing SherpaMarketing Sherpa
o 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
o 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

20.
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

21.
Social media marketing is growingSocial media marketing is growing
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED

22.
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

23.
24

24.
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

25.
26

26.
o ExperimentExperiment personallypersonally
before professionallybefore professionally
o Try aTry a varietyvariety of socialof social
media toolsmedia tools
o BeBe yourselfyourself, make some, make some
friendsfriends, and, and shareshare
Experiment with social mediaExperiment with social media

27.
28

28.
29

29.
30

30.
Social Media Objectives
1. Create brand awareness through online
word of mouth
2. Acquire new customers via the social
media channel
3. Foster loyalty and retention among existing
customers
2. Improve customer service level

31.
32

32.
Social Media Ecosystem

33.
34

34.
Free Social Media Monitoring Tools
Image Credit: Hamed Saber

35.
Customer Service via Social Media

36.
Customer Service via Social Media
 4800+ 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.
QuickTime™ and a
decompressor
are needed to see this picture.
5.3 million views

38.
39

39.
Building relationships…

40.
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

41.
• 12 days of christmas ellen

42.
• Plan the outcome (ellen)
QuickTime™ and a
decompressor
are needed to see this picture.

43.
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

44.
45

45.
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

46.
47

47.
48

48.
• Dedicate in honor
In Memory of

49.
51

50.
o Tap into the wisdom of the crowdTap into the wisdom of the crowd
to access a wider talent pool andto access a wider talent pool and
gain customer insightgain customer insight
o Companies that use crowdCompanies that use crowd
sourcing include:sourcing 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

51.
53

52.
o AvoidAvoid pufferypuffery
(people will ignore it)(people will ignore it)
o AvoidAvoid evasionevasion andand lyinglying
(people(people won’twon’t ignore it)ignore it)
o 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
o Admit your mistakesAdmit your mistakes rightright
awayaway

53.
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

54.
56

55.
57

56.
Polyvore and Rich Media Content

57.
Blogs

58.
60

59.
61
Are we good for time?

60.
o 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
o Make your content easy toMake your content easy to
shareshare
o 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

61.
o Don'tDon't shoutshout. Don't. Don't
broadcastbroadcast. Don’t. Don’t bragbrag..
o Speak like yourselfSpeak like yourself – not a– not a
corporate marketing shill orcorporate marketing shill or
press secretarypress secretary
o Personify your brandPersonify your brand ––
give people something theygive people something they
can relate to.can relate to.
7. Be personal and act like a7. Be personal and act like a
personperson

62.
ZAPPOS – Customer service isZAPPOS – Customer service is
centralcentral
o 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.”.”
o 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)
o 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
o $1billion$1billion in sales last year and theirin sales last year and their
expanding into new product categoriesexpanding into new product categories

63.
o Think like aThink like a contributorcontributor,,
not a marketernot a marketer
o Consider what isConsider what is relevantrelevant
to the communityto the community beforebefore
contributingcontributing
o Don’t promoteDon’t promote youryour
product on every postproduct on every post
o 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

64.
o 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)
o ListenListen to your detractorsto your detractors
o AdmitAdmit your shortcomingsyour shortcomings
o Work openlyWork openly towards antowards an
explanationexplanation and legitimateand legitimate
solutionsolution
9. See criticism as an opportunity9. See criticism as an opportunity

65.
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.

66.
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

67.
o Don’t wait until you haveDon’t wait until you have
a campaigna campaign to launch -to launch -
start planning and listeningstart planning and listening
nownow
o Build relationshipsBuild relationships soso
they’re ready when youthey’re ready when you
need themneed them
10. Be proactive10. Be proactive