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Social Media + Digital Marketing = Word of Mouth<br />Social Media, Business & YOU<br />4 November 2009<br />

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Traditional media is familiar and safe.<br />

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Can we afford to be obsolete?<br />

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Social you: www.yoursocialmediascore.com/<br />

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Socially-aware: a new career & business must-have<br />

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Why Does Social Media Matter to Business?<br />Search is the New Home Page<br />How Google-able are you?<br />

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New word-of-mouse world where anyone can be an influencer<br />

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It’s time to wake up and smell the Twitter<br />

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Social Media is Transforming Communication<br /><ul><li>“We turn to people we trust first – friends, family, co-workers and other people like us – when starting to look for something to buy – not ads, not brochures, not phone books.” Andy Sernovitz, CEO, Word of Mouth Marketing Association

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It’s about open, honest conversations…NOT delivering a top-down marketing message

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Negative opinions boost credibility:</li></ul>Users are “more likely to believe the good reviews,” if the negative ones are also posted alongside. -Peter Horan, CEO, IAC Media and Advertising<br />

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Traditional Media Intersects With Digital Media<br />Blogs are a regular source for journalists<br />Over 75% of reporters see blogs as helpful in giving them story ideas, angles and insight into the tone of an issue<br />The biggest impact of blogs is in the speed and availability of news<br />Over half said that blogs have a significant impact on the “tone” (61.8%) and “editorial direction” (51.1%) of news reporting<br />Journalists are increasingly active participants in the blogosphere<br />One in four reporters (27.7%) has their own blog<br />Source: Ongoing research project by Brodeur in conjunction with Marketwire to understand the impact of social media and blogs on traditional news delivery.<br />The online survey was conducted on a random sample of North American reporters and editors between December 18, 2007 and January 3, 2008. Some 4,000 reporters were invited via email to participate; a total of 178 completed responses.<br />

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Anatomy of a Communications Professional circa 2009<br />

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Rockstar Blogger vs. The Marketing Suit<br />

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Content is being consumed differently.Do you know how to make sense of it?<br />

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Why Social Media Matters<br />

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5 social media faqs<br />Can you answer the digital questions businesses are asking?<br />

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#1: Why should I pay attention to blogs?<br />Tribes of the Mind:<br />“I trust people like me”<br />

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#2: How do I get social “coverage” of my brand/product?<br /><ul><li>It’s not about coverage. It’s about relationship-building and participating in the conversation.

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Narcissism kills. You care more about your brand/product/ campaign than they ever will

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Who’s right and relevant for you?

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What’s in it for THEM?</li></li></ul><li>Coverage? I don’t do “coverage”<br />Is it authentic anymore?<br />Sure you can.<br />WE DON’T<br />Show me something I’m actually interested in<br />Are you even listening?!<br />#3: Can I pay bloggers to say good things?<br />

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Not with an iron fist, that’s for sure.<br />Participate. Engage. Build a relationship. Find your social currency.<br />And moderation is A-OK.<br />#4: How do I control negative comments?<br />

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#5: How do I measure?<br />Meticulously. Eg. Conversation Impact Model<br />

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The 7 Barriers<br />

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1. It defies current org structures<br />

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2. It’s about relationships not transactions<br />

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3. How do you measure<br />

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Power Tech<br />x 4.14 individuals<br />x 12 individuals<br />= 60+ Communications<br />G0<br />G2<br />G1<br />4. It scales differently<br />

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5. It started with horror stories<br />

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6. Not enough training<br />

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7. Social media cannot be controlled<br />

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Overcoming Barriers<br />Create your own organisation, methods & tools<br />Social media defies current organizational structure<br />It begs for a long term relationship (yet different than CRM)<br />No measurement standard...yet<br />It scales differently<br />The big stories are based upon fear<br />Not enough training<br />Social media cannot be "controlled“<br />Get beyond campaign-thinking<br />Define the value through engagement<br />Scale via tools and time<br />Tell positive stories (w/measureable outcomes)<br />Build a training culture<br />Demonstrate the planning<br />

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examples<br />

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Why Does Social Media Matter to Business?<br />Can Generate Action<br />

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Why Does Social Media Matter?<br />Enables Greater Engagement<br />

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Why Does Social Media Matter to Business?<br />Builds Preference + Visitation<br />1,397 fans<br />Brewerkz Singapore is engaging influential bloggers and creating personalized experiences to generate word of mouth.<br />

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Why Does Social Media Matter to Business?<br />Expands the Reach of Offline Events<br />

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Why Does Social Media Matter to Business?<br />ROI v. COI<br />

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Why Does Social Media Matter to Business?<br />Leads to Stronger Marketing<br /><ul><li>3,705 total number of visits in 4 days from 34 countries/territories

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353 votes cast in 24 hours

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140 blog posts generated in 24 hours, averaging 5.8 posts per hour

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817 comments were generated in 24 hours, averaging 34 comments per hour

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42,372 page views in 4 days, averaging 11.44 page views per person

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12:04 minutes average time spent on site per visitor, equivalent to 24 30-sec TV commercials watched consecutively in the same time period</li></li></ul><li>Get started: www.thedailyinfluence.com<br />

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THANK YOU!<br />Tania Chew<br />Associate Director <br />360° Digital Influence<br />Ogilvy<br />e tania.chew@ogilvy.com<br />“<br />”<br />One company that goes with this online-initiated flow is Ogilvy.<br />“<br />”<br />Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter.<br />”<br />“<br />25 China Experts you should follow on Twitter… Thomas Crampton.<br />