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A presentation for your internal clients
                       Dirk Singer, Cow, twitter.com/dirkthecow




Justifying social media in the recession
Hello!
•About me: twitter.com/dirkthecow,
 delicious.com/dirkthecow,
 dirkthecow.secondbrain.com

•About Cow: thisiscow.com,
 thisisherd.com (blog), twitter.com/
 thisiscow, museumofcow.tumblr.com,
 netvibes.com/cowpr,
 cowpr.secondbrain.com
“A large section of the internet today
                        reminds me of the guy at your high
                         school in 1984, out in the student
                        parking lot, talking endlessly about
                         the awesome new stereo in his red
                                    Camaro Z28.

                       “He spends time in that parking lot
                         showing everyone his massive
                          kicker box and bad ass set of
                          tweeters, instead of using it”
                               Dave Johnson, One Man Lab




All talk, no action?
When actually,
we are talking
about something
that’s:
   Measurable
   Cost efficient
   Strategic, not
tactical
   Is here anyway
The received
wisdom: Social
media marketing
set to boom in the
recession
According to Marketing
Sherpa:
  Social media budgets (net)
+28%
  Direct mail budgets -40%
  Event spend -49%
  Print advertising -56%
But do the figures mask a bunker mentality?
Why?
• Heard a lot about it / don’t really
  understand it (46% of firms who
  hadn’t done anything, don’t
  understand it - Marketing Sherpa)


• 67% of marketers consider
  themselves ‘beginners’ (FutureLab)


• When times are tough, we stick to
  what we know and what works


• And that’s often traditional
  advertising
Let’s start with a look at a few brand profiles
Sainsbury’s
SouthWest Trains
Currently for sale: Yours for £20!
Or you could also choose from
And on Flickr, this is who is
 representing Starbucks
So don’t worry - Social media will find you!
Budgets are cut - so it’s         Plus consumers are not paying
                                     much attention anyway
  a good time to try
   something new




Reasons why it’s timely to think about this now
(and sell it to your internal clients)
Some stats for internal doubters
Even now, you still hear:
“This isn’t for me, we’re not cool”
When in fact

  UK housewives spend
half (47%) their free
time online (TNS)

 Over 45s on Facebook
grew by 165% Q4

 The UK is the second
most active social
media market - 50% of
adults (Ofcom)
So whatever your brand does -
this is where you will find
your consumers
Traditional media
and advertising RIP?
  4% of UK regional papers died last
 year (Roy Greenslade, The
 Guardian)


  The transition to the web: No
 regional newspaper has more than
 137 Google reader subscribers


  Mainstream news turns off
 consumers - 28% are influenced by
 what they see in news media, 40%
 other media (Experian)


  Internet now second most
 influential source of news after TV
 (Pew Report, TNS)
Let’s get
onto cold
hard cash
Say you had £100,000
in traditional
advertising
Two spots on ITV drama
“In 1965, 80 percent of adults could be reached
with three 60 second TV spots. Today it requires
117 prime time commercials to produce the same
       result” (Jim Stengel, CMO, P&G)
Or alternatively
A social network        Monitoring system
strategy to include:   to see what’s being
                       said (assuming you
                       don’t use free tools)
 Someone to
manage it for you
(job creation!)         You could even
                       have the budget to
                       develop an online
 Design, hosting       or iPhone
costs                  application


                        And you’ll have
                       change!
Not only that, it ticks the ‘measurable’ box
It gets you out of the “fireworks business”
and builds long term dialogue
It humanises
your brand
 According to DEI
Worldwide:

 54% favour “online
representatives” (that’s
you!) over a website

 67% will pass on what
they are told, 62% value
their advice over run of
the mill ads
It helps your search engine reputation....and
helps the media find you
For 70%. social media sites
   (the definition of which is
     message boards, social
    networks, blogs or video
   sharing sites) are a major
  source of information about
      companies or brands


It allows you to fish where the fish are
In fact, what’s your website good for?
Skittles answered that question - took
down its whole site, replaced with
unfiltered social media
Who spends their days
talking about multi-coloured,
sugary candy?
So Mr/s internal
client. What now?
At its most
basic
• Claim your IDs! (use
  checkusernames.com,
  userna.me)


• Think about other places
  people can find you and
  where they go. What can you
  do?


• Start sharing your thoughts,
  talk in human form, not
  corporate speak


• Give someone responsibility
  for making it happen
And also

•Encourage your staff
 to get to grips with
 social media and to
 take part

•And publish clear do
 and don’t disclosure
 guidelines
Finally, results won’t happen overnight
Thank you for your time!
Any questions -
dirk@thisiscow.com
Further details on some of the
With thanks for the images (taken
                                    research:
from Flickr via a creative
                                    ★Google reader subscribers and
commons / attribution /
                                    regional newspapers, from
commercial license)
                                    Currybet.net - see
★Theshoppingsherpa
                                    http://bit.ly/pWBOM
★Sqacco
                                    ★Marketing Sherpa’s research
★mgspiller
                                    originally spotted on FreshNetworks
★Themarque
                                    blog http://bit.ly/vSkUm
★Victoriapeckham
                                    ★A lot of the stats from the
★Mikejohnston
                                    presentation have additionally been
★Mavmbeckernet
                                    taken from TNS ‘Digital World /
★Tedpercival
                                    Digital Life’, download from
★Oskay
                                    http://bit.ly/M3wGp
★Quartermane
★Twodolla
★Dominicspics

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Justifying social media to internal clients

  • 1. A presentation for your internal clients Dirk Singer, Cow, twitter.com/dirkthecow Justifying social media in the recession
  • 2. Hello! •About me: twitter.com/dirkthecow, delicious.com/dirkthecow, dirkthecow.secondbrain.com •About Cow: thisiscow.com, thisisherd.com (blog), twitter.com/ thisiscow, museumofcow.tumblr.com, netvibes.com/cowpr, cowpr.secondbrain.com
  • 3. “A large section of the internet today reminds me of the guy at your high school in 1984, out in the student parking lot, talking endlessly about the awesome new stereo in his red Camaro Z28. “He spends time in that parking lot showing everyone his massive kicker box and bad ass set of tweeters, instead of using it” Dave Johnson, One Man Lab All talk, no action?
  • 4. When actually, we are talking about something that’s: Measurable Cost efficient Strategic, not tactical Is here anyway
  • 5. The received wisdom: Social media marketing set to boom in the recession According to Marketing Sherpa: Social media budgets (net) +28% Direct mail budgets -40% Event spend -49% Print advertising -56%
  • 6. But do the figures mask a bunker mentality?
  • 7. Why? • Heard a lot about it / don’t really understand it (46% of firms who hadn’t done anything, don’t understand it - Marketing Sherpa) • 67% of marketers consider themselves ‘beginners’ (FutureLab) • When times are tough, we stick to what we know and what works • And that’s often traditional advertising
  • 8. Let’s start with a look at a few brand profiles
  • 11. Currently for sale: Yours for £20!
  • 12. Or you could also choose from
  • 13. And on Flickr, this is who is representing Starbucks
  • 14. So don’t worry - Social media will find you!
  • 15. Budgets are cut - so it’s Plus consumers are not paying much attention anyway a good time to try something new Reasons why it’s timely to think about this now (and sell it to your internal clients)
  • 16. Some stats for internal doubters
  • 17. Even now, you still hear: “This isn’t for me, we’re not cool”
  • 18. When in fact UK housewives spend half (47%) their free time online (TNS) Over 45s on Facebook grew by 165% Q4 The UK is the second most active social media market - 50% of adults (Ofcom)
  • 19. So whatever your brand does - this is where you will find your consumers
  • 20. Traditional media and advertising RIP? 4% of UK regional papers died last year (Roy Greenslade, The Guardian) The transition to the web: No regional newspaper has more than 137 Google reader subscribers Mainstream news turns off consumers - 28% are influenced by what they see in news media, 40% other media (Experian) Internet now second most influential source of news after TV (Pew Report, TNS)
  • 21. Let’s get onto cold hard cash Say you had £100,000 in traditional advertising
  • 22. Two spots on ITV drama
  • 23. “In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires 117 prime time commercials to produce the same result” (Jim Stengel, CMO, P&G)
  • 24. Or alternatively A social network Monitoring system strategy to include: to see what’s being said (assuming you don’t use free tools) Someone to manage it for you (job creation!) You could even have the budget to develop an online Design, hosting or iPhone costs application And you’ll have change!
  • 25. Not only that, it ticks the ‘measurable’ box
  • 26. It gets you out of the “fireworks business” and builds long term dialogue
  • 27. It humanises your brand According to DEI Worldwide: 54% favour “online representatives” (that’s you!) over a website 67% will pass on what they are told, 62% value their advice over run of the mill ads
  • 28. It helps your search engine reputation....and helps the media find you
  • 29. For 70%. social media sites (the definition of which is message boards, social networks, blogs or video sharing sites) are a major source of information about companies or brands It allows you to fish where the fish are
  • 30. In fact, what’s your website good for?
  • 31. Skittles answered that question - took down its whole site, replaced with unfiltered social media
  • 32. Who spends their days talking about multi-coloured, sugary candy?
  • 34. At its most basic • Claim your IDs! (use checkusernames.com, userna.me) • Think about other places people can find you and where they go. What can you do? • Start sharing your thoughts, talk in human form, not corporate speak • Give someone responsibility for making it happen
  • 35. And also •Encourage your staff to get to grips with social media and to take part •And publish clear do and don’t disclosure guidelines
  • 36. Finally, results won’t happen overnight
  • 37. Thank you for your time! Any questions - dirk@thisiscow.com
  • 38. Further details on some of the With thanks for the images (taken research: from Flickr via a creative ★Google reader subscribers and commons / attribution / regional newspapers, from commercial license) Currybet.net - see ★Theshoppingsherpa http://bit.ly/pWBOM ★Sqacco ★Marketing Sherpa’s research ★mgspiller originally spotted on FreshNetworks ★Themarque blog http://bit.ly/vSkUm ★Victoriapeckham ★A lot of the stats from the ★Mikejohnston presentation have additionally been ★Mavmbeckernet taken from TNS ‘Digital World / ★Tedpercival Digital Life’, download from ★Oskay http://bit.ly/M3wGp ★Quartermane ★Twodolla ★Dominicspics