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Social Media, Business & YOU

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Social Media, Business & YOU

  1. 1. Social Media + Digital Marketing = Word of Mouth<br />Social Media, Business & YOU<br />4 November 2009<br />
  2. 2. Traditional media is familiar and safe.<br />
  3. 3. Can we afford to be obsolete?<br />
  4. 4. Social you: www.yoursocialmediascore.com/<br />
  5. 5. Socially-aware: a new career & business must-have<br />
  6. 6. Why Does Social Media Matter to Business?<br />Search is the New Home Page<br />How Google-able are you?<br />
  7. 7. New word-of-mouse world where anyone can be an influencer<br />
  8. 8. It’s time to wake up and smell the Twitter<br />
  9. 9. 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
  10. 10. It’s about open, honest conversations…NOT delivering a top-down marketing message
  11. 11. 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 />
  12. 12. 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 />
  13. 13. Anatomy of a Communications Professional circa 2009<br />
  14. 14. Rockstar Blogger vs. The Marketing Suit<br />
  15. 15. Content is being consumed differently.Do you know how to make sense of it?<br />
  16. 16. Why Social Media Matters<br />
  17. 17. 5 social media faqs<br />Can you answer the digital questions businesses are asking?<br />
  18. 18. #1: Why should I pay attention to blogs?<br />Tribes of the Mind:<br />“I trust people like me”<br />
  19. 19. #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.
  20. 20. Narcissism kills. You care more about your brand/product/ campaign than they ever will
  21. 21. Who’s right and relevant for you?
  22. 22. 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 />
  23. 23. 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 />
  24. 24. #5: How do I measure?<br />Meticulously. Eg. Conversation Impact Model<br />
  25. 25. The 7 Barriers<br />
  26. 26. 1. It defies current org structures<br />
  27. 27. 2. It’s about relationships not transactions<br />
  28. 28. 3. How do you measure<br />
  29. 29. 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 />
  30. 30. 5. It started with horror stories<br />
  31. 31. 6. Not enough training<br />
  32. 32. 7. Social media cannot be controlled<br />
  33. 33. 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 />
  34. 34. examples<br />
  35. 35. Why Does Social Media Matter to Business?<br />Can Generate Action<br />
  36. 36. Why Does Social Media Matter?<br />Enables Greater Engagement<br />
  37. 37. 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 />
  38. 38. Why Does Social Media Matter to Business?<br />Expands the Reach of Offline Events<br />
  39. 39. Why Does Social Media Matter to Business?<br />ROI v. COI<br />
  40. 40. 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
  41. 41. 353 votes cast in 24 hours
  42. 42. 140 blog posts generated in 24 hours, averaging 5.8 posts per hour
  43. 43. 817 comments were generated in 24 hours, averaging 34 comments per hour
  44. 44. 42,372 page views in 4 days, averaging 11.44 page views per person
  45. 45. 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 />
  46. 46. 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 />

Hinweis der Redaktion

  • In a time when people get bombarded by thousands of messages in a single day and consumer trust is waning, peer-to-peer recommendations are more important in affecting purchase intent and actual action.It’s about TRUST in like-minded individuals.Tribes of the mind. People like me. I want to know their experience and individual opinion.
  • Go back to “Respect opinions”.Backstage pass = Insider accessInsider access = Authentic advocacyThat’s why we created the Open Room =&gt; people talking to people…as peopleModeration is not a bad word. You *can* correct factual inaccuracies, but do so humanly.It’s about which comments fuel conversation and add balance of + and – to lend authenticity