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WOMEN IN TECHNOLOGY
SOCIAL MEDIA MARKETING
MARKETING LANDSCAPE – IT HAS CHANGED
       Audiences are fragmented & hyper-connected.


    YESTERDAY                    TODAY




                               PLUS


2
SOCIAL MEDIA
                     The Definition:
                   Online applications,
What is           platforms and media
all this?!        which aim to facilitate
                       interaction,
                  collaboration and the
                   sharing of content.




   3
WHY SOCIAL MEDIA IS IMPORTANT


      > 90% of consumers regularly or
    occasionally give or seek advice from
     others about products or services
                 BIGresearch, 2006
             34% of internet users post opinions
             about products and b d on th i
               b t         d t     d brands their
             blog and 36% think more positively
               about companies that have blogs
                               p             g
                        Universal McCann, 2008
                      80% of bloggers write about their
                    experiences with a company – good or
                                     bad.
                                     b d
                                        Technorati, 2008




4
WHY SOCIAL MEDIA IS IMPORTANT
Today’s consumer is connected, and social influence shapes their purchase
decisions. Nearly 50% have made a purchase based on a social recommendation.

              LEADING RESOURCES FOR ONLINE CUSTOMER INFORMATION (1-5)

              SEARCH ENGINES                                                   3.79

              ONLINE RATING SYSTEMS                                          3.69
                                                                             3 69

              DISCUSSION FORUMS                                       3.52

              BLOGS                                            3.24

              GOV./ADVOCACY SITES
              COMPANY WEBSITES
              SOCIAL NETWORK SITES                         2.50

              MICROBLOGGING SITES                       2.09

              Society f New C
              S i t for N Communications R
                                i ti     Research, A il 2008
                                                h April




  FEED: The Razorfish Consumer Experience Report 2008


 5
CASE STUDY: The Power of “Mommy Bloggers”

Inaugural celebration of International Baby Weaning Week
was platform for Motrin to launch “We Feel Your Pain”
campaign.
campaign




6
CASE STUDY: The Power of “Mommy Bloggers”

• An avid Twitter user, and mom, started the conversation,
  and the ads quickly became the number one discussion on
  T itt over th weekend.
  Twitter     the     k d
• Comments grew exponentially – almost all negative.




7
CASE STUDY: The Power of “Mommy Bloggers”

Backlash video was posted on YouTube:
                                   • Nearly 7 000 views
                                             7,000
                                   • 3rd result for Motrin on
                                     YouTube is to the
                                     mother video
                                         th    id




8
CASE STUDY: The Power of “Mommy Bloggers”

                      The story reaches millions via blogs
                      and traditional media




9
CASE STUDY: The Power of “Mommy Bloggers”
Motrin site goes down for a period of time, and reappears
with an apology note.




10
THE LESSON

DISCOVER: Social media tools provide brands with a variety of
effective tools for identifying important conversations and online
influencers – M t i could h
i fl           Motrin       ld have id tifi d thi active group ahead of
                                    identified this ti          h d f
time and tested the ads accordingly.

LISTEN: Social media monitoring provides companies 24/7, all
                                                        24/7 all-
access to listen to what customers are saying. Note: this is not a 9-5
job.

ENGAGE: Look for creative opportunities to share information and
connect with your customers where they are online. More importantly
– react quickly and appropriately.
        q     y      pp p       y




11
THANK YOU!



CONTACT INFO:

Jennifer Krupey
Marketing Services Director| Viget Labs
703.891.0670 x7522
jennifer.krupey@viget.com
www.viget.com
twitter.com/krupey




12

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Women In Technology

  • 1. WOMEN IN TECHNOLOGY SOCIAL MEDIA MARKETING
  • 2. MARKETING LANDSCAPE – IT HAS CHANGED Audiences are fragmented & hyper-connected. YESTERDAY TODAY PLUS 2
  • 3. SOCIAL MEDIA The Definition: Online applications, What is platforms and media all this?! which aim to facilitate interaction, collaboration and the sharing of content. 3
  • 4. WHY SOCIAL MEDIA IS IMPORTANT > 90% of consumers regularly or occasionally give or seek advice from others about products or services BIGresearch, 2006 34% of internet users post opinions about products and b d on th i b t d t d brands their blog and 36% think more positively about companies that have blogs p g Universal McCann, 2008 80% of bloggers write about their experiences with a company – good or bad. b d Technorati, 2008 4
  • 5. WHY SOCIAL MEDIA IS IMPORTANT Today’s consumer is connected, and social influence shapes their purchase decisions. Nearly 50% have made a purchase based on a social recommendation. LEADING RESOURCES FOR ONLINE CUSTOMER INFORMATION (1-5) SEARCH ENGINES 3.79 ONLINE RATING SYSTEMS 3.69 3 69 DISCUSSION FORUMS 3.52 BLOGS 3.24 GOV./ADVOCACY SITES COMPANY WEBSITES SOCIAL NETWORK SITES 2.50 MICROBLOGGING SITES 2.09 Society f New C S i t for N Communications R i ti Research, A il 2008 h April FEED: The Razorfish Consumer Experience Report 2008 5
  • 6. CASE STUDY: The Power of “Mommy Bloggers” Inaugural celebration of International Baby Weaning Week was platform for Motrin to launch “We Feel Your Pain” campaign. campaign 6
  • 7. CASE STUDY: The Power of “Mommy Bloggers” • An avid Twitter user, and mom, started the conversation, and the ads quickly became the number one discussion on T itt over th weekend. Twitter the k d • Comments grew exponentially – almost all negative. 7
  • 8. CASE STUDY: The Power of “Mommy Bloggers” Backlash video was posted on YouTube: • Nearly 7 000 views 7,000 • 3rd result for Motrin on YouTube is to the mother video th id 8
  • 9. CASE STUDY: The Power of “Mommy Bloggers” The story reaches millions via blogs and traditional media 9
  • 10. CASE STUDY: The Power of “Mommy Bloggers” Motrin site goes down for a period of time, and reappears with an apology note. 10
  • 11. THE LESSON DISCOVER: Social media tools provide brands with a variety of effective tools for identifying important conversations and online influencers – M t i could h i fl Motrin ld have id tifi d thi active group ahead of identified this ti h d f time and tested the ads accordingly. LISTEN: Social media monitoring provides companies 24/7, all 24/7 all- access to listen to what customers are saying. Note: this is not a 9-5 job. ENGAGE: Look for creative opportunities to share information and connect with your customers where they are online. More importantly – react quickly and appropriately. q y pp p y 11
  • 12. THANK YOU! CONTACT INFO: Jennifer Krupey Marketing Services Director| Viget Labs 703.891.0670 x7522 jennifer.krupey@viget.com www.viget.com twitter.com/krupey 12