3. IT’S ALL ABOUT TRUST
Source: Nielsen Global Trust in Advertising survey 2007
78%Number of people who trust
recommendations from other consumers
58%Number of people who trust
advertisements
6. 1. Social media is diverse
2. Social media isn’t free
3. Social media isn’t an island
4. Social media isn’t a popularity contest
5. Social media isn’t going away
6. Social media is data rich
7. Social media ROI is challenging
8. Social media should not be your only digital tactic
EVERY CEO SHOULD KNOW
ABOUT SOCIAL MEDIA
8 THINGS
11. FACEBOOK
Why should I care?
• With over 900 million users, if Facebook were
a country, it would be the third largest in the
world, after China and India
• Accounts for 20% of pageviews in the U.S.
• Americans spend an average of 6.5 hours per
month on the website
• A mature infrastructure offering great tools for
brands like apps, tabs, advertising and analytics
How can I use it?
• Create contests or sweepstakes
• Photo albums / Video galleries
• Promote other social properties
• Tie into a promo/campaign
• Repurpose web site content (FAQs)
12. TWITTER
Why should I care?
• Projected to reach 300 million
users this month
• Moment of credibility (Hudson
River crash)
How can I use it?
• Publishing tool for industry and
company news
• Monitor conversations regarding
brand perception
• Customer service
• Hashtags can be used to organize
overwhelming volume of content
• Sweepstakes and contests
Within 60 seconds of 2011 East Coast earthquake
• More than 40,000 earthquake related Tweets
• A record-breaking velocity of 5,500 Tweets per second.
13. LINKEDIN
Why should I care?
• Surpassed 150 million members in Q1 2012
• Online resume and professional rolodex
• Message boards full of professionals seeking
and giving advice
How can I use it?
• Best to utilize as B-to-B tool
• Company status updates allow for publishing
interesting content and corporate happenings
• Product/Services tab can be used to quickly
highlight key company offerings through text,
graphics and even video.
• For non B-to-B corporations the career tab can
be invaluable as a recruiting tool
14. BLOGS
Why should I care?
• After Facebook, blogs have the highest
time on site
• Can be an opportunity to establish
thought leadership and subject matter
expertise on a given topic/industry
• Allows for longer format and varied
content (text, graphics, videos &
presentations)
How can I use it?
• Provides a destination for social properties
to push and can be used to promote other
parts of your digital portfolio
15. YOUTUBE
Why should I care?
• Over 800 million unique users visit YouTube
each month
• More video is uploaded to YouTube in one
month than the 3 major US networks created
in 60 years
• Google returns video results on first page and
meta tags can help get you there
How can I use it?
• YouTube should be the hub of all your relevant
video assets past, present and future
• Consider YouTube for telling brand stories,
providing helpful product information and behind
the scenes snippets of your product’s creation
• Publish video content more frequently since
media spend is zero
4.5 MM views
$4500 budget
Filmed in one day
http://www.youtube.com/watch?v=ZUG9qYTJMsI
16. INSTAGRAM
Why should I care?
• In just 2 years the app has been
downloaded by more than 50 million users
• Gains one new user every second
• Purchased by Facebook for $1 billion
How can I use it?
• Photos can provide an insider look at
your product launches and events
• Photos can create a more immediate
emotional reaction that plain text
cannot replicate
• Photo contests powered by hashtags
17. PINTEREST
Why should I care?
• Third most visited social network
• Pinterest gets more monthly usage
than Twitter, LinkedIn and Google+
combined (1 hour, 17 minutes).
How can I use it?
• Be a source of visual inspiration
around your product or vertical
• Visual bookmarks allow you to be a
content curator and not necessarily a
creator
• Hashtags and @ mentions can connect
relevant and like minded individuals
18. FOURSQUARE
Why should I care?
• A user base of over 20 million have
generated over 2 billion checkins
• Intersection of physical and digital worlds
• Platform thrives on competitiveness
(gamification) and ego
How can I use it?
• Specials and coupons can be built into existing
platform through partnerships with foursquare
• Custom brand pages allow foursquare users to
follow your brand and receive tips at select
locations
• Foursquare analytics provide demographics,
social reach and visitation patterns (age, sex,
time of day, day of month)
19. FORUMS / MESSAGE BOARDS
Why should I care?
• Message boards were some of the
earliest forms of social media on the
internet and are still heavily utilized to
discuss products and conduct research
prior to purchase
How can I use it?
• Goal is to create an account and
establish a reputation on relevant
message boards
• Provide the community with valuable
information, new product releases,
dispel misinformation and potentially
provide customer service
20. OWNED PLATFORMS
Why should I care?
• Provides greater control over content
and social interactions
• All aspects of the experience can be
branded and custom designed
• Collected user data is solely owned by
your business
How can I use it?
• Sweepstakes
• Campaign support
• Providing a community platform for
niche conversations and topics
21. SORTING IT ALL OUT
What do customers want or need?
What assets or stories can your brand take advantage of?
What platforms present the best way to execute?
How can the platforms work together to maximize reach and effectiveness?
23. “We’ve got social media
covered. My 13 year-old
nephew has a Facebook page.”
- Lots of people
24. YOU’LL NEED STAFF
• Hard to automate conversations
• Publishing tools will allow you schedule
posts, but the greatest potential is in the
two way dialogue
• Think about the difference in customer
experience between a live representative
and an automated call center
Social media
engagement is
driven by people
15% of marketers are investing more
than 20 hours a week in social tactics
Source: 2012 Social Media Marketing Industry Report
27. THE COMPETITIVE ADVANTAGE
Lower media budgets
Lower production cost (expectations)
Highly targeted
Advocates carry your message
Efficiency
Less lead time
+
+
+
+
28. THERE ARE INEXPENSIVE TOOLS
While much of the work shouldn’t be
automated, there are several tools to
help get the work done
Tools to prevent tethering
• On-platform alerts
• Off-platform - Google Alerts
Tools to prioritize response
• Klout to determine influence
Tools to listen
• Social Mention
Tools to work in a team environment
• Hootsuite
29. INTERNS CAN HELP
The job market is tough
• Experience goes a long way
• Talent pool of those looking is deep
They are digital natives
• Today’s college students don’t remember
life without the internet
But they shouldn’t own
• They may know the tools, but they aren’t
seasoned marketing professionals
• Have them support a marketing team
• Have internal policies and procedures
• Have training on the do’s and don’ts of
communications and product information
32. SUPPORTS CROSS-FUNCTIONAL ROLES
BRAND UMBRELLA
PRODUCT
DEVELOPMENT
COMMUNITY
SERVICE
CUSTOMER
SERVICE
PUBLIC
RELATIONS
MARKETING &
ADVERTISING
SOCIAL MEDIA
33. SUPPORTS CROSS-FUNCTIONAL ROLES
MARKETING &
ADVERTISING
• Marketing Campaigns
‣ Can broad awareness drive to a
deeper engagement?
‣ Can the marketing mix complement
rather than compete?
35. SUPPORTS CROSS-FUNCTIONAL ROLES
CUSTOMER
SERVICE
• Be prepared
‣ While you might not intend for people to
complain in blog comments or on your
FB wall, they will
‣ Have a process in place to have CSRs
alerted or scrub the page daily
38. WHY CONSUMERS ENGAGE
Numerous studies have uncovered the types
of content people want from brands.
Discount
Purchase
Reviews & Product Rankings
General Information
Exclusive Information
Learn About New Products
Submit Opinion on Current Products/Services
Customer Service
Event Participation
Feel Connected
Submit Ideas For New Products/Services
Be Part Of A Community
Source: Harvard Business Review, May 2012
61%
55%
53%
53%
52%
51%
49%
37%
34%
33%
30%
22%
39. WAYS TO ENGAGE
Two way dialogue platforms but brands continue
to try to dominate and push their news items
People have opinions, they’re investment in your
brand means they want to help or be heard
Facebook questions (polls) have 10x reach of
regular posts
Asking people to choose a side, by casting a vote.
• “Hit like if you _____ or leave a comment if
you______”
Be aware of Facebook’s secret sauce - EdgeRank
Source: Anatomy of a Fan, MoonToast
This Fan has given you basic data permissions, has purchased
from you and has led to another Fan buying from you.
SUPER FAN
This Fan has given you basic data permissions,
has purchased from you.
PURCHASING FAN
This Fan has spread the word about you and grown your likes,
FB connect users or app users.
ADVOCATE FAN
This is a Fan who “likes” your brand.
ENGAGED FAN
This is a friend of a Fan of yours.
POTENTIAL FAN
MODERATEHEAVYHEAVYHEAVYLIGHT
45. WHAT MARKETERS ARE SAYING
83%of marketers indicate that social media
is important for their business
Top three benefits of
social media marketing:
85%
69%
65%
Generating more business exposure
Increasing traffic
Providing marketplace insight
Source: 2012 Social Media Marketing Industry Report
47. People are connecting
and communicating
more than at any time
in human history.
Today, two billion people
worldwide are plugged
into the Internet.
“Outperforming in a data-rich, hyper-connected world”
March 2012, IBM
48. A shift in thinking
Speed to market is driving
product launches without
developed revenue streams
Launch, learn, refine
Open API’s extend
developer workforce
beyond internal resources
Let’s keep this PG
49. Incredible
opportunities for
brands to create
utility and buzz-
worthy content
Open Access to
Platform Usage
YOU HAVE DATA AND ACCESS. GO PLAY.
Data Created
from Consumer
Behavior
50. HARNESSING SOCIAL DATA TO CREATE NEW PRODUCTS
PhillySteakOut.com Phever.NeimanLabs.com GoCrowdless.com
51. TIME TO EXECUTE
3 months (4sq data collection)
1 month (interface and outreach)
THE IDEA
A real-time ranking of Philadelphia's top 25
cheesesteak joints using foursquare check-
in volume.
We also utilized each Foursquare user's
profile to identify their hometown. This
allowed us to tell whether each cheesesteak
check-in was by a local or a tourist. A
percentage breakdown makes it easy to
identify the tourist destination versus the
secret spot where the locals chow down.
Throw in Google Maps, Yelp ratings,
foursquare tips and photos, and the site
becomes an invaluable tool for newbies and
steak aficionados alike.
VISIT
http://phillysteakout.com/
52. Original idea & wireframe sketches Finished site
TIME TO EXECUTE
2 weeks
THE IDEA
Live aggregation and display of
all Phillies-related tweets during
each game of their 2011 playoff
run. The minute-by-minute data
was archived to allow for
browsing. Each minute’s data
was sortable by tag (player) and
was capable of drilling down to
individual tweets.
At a glance key game moments
were visible as graphed spikes in
Twitter volume.
VISIT
http://phever.neimanlabs.com/
53. TIME TO EXECUTE
4 weeks
THE IDEA
Collect foursquare data on 20 of
the most popular holiday
destinations in NYC. Over time
the data will reveal visitation
patterns for each of the locations.
GoCrowdless.com presents the
data in a clear and simple manner,
allowing the general public to see
when each of the locations will be
at is most and least crowded. A
headache-free visit to the Big
Apple is now possible.
VISIT
http://gocrowdless.com/
56. Before and after exposure to a social media campaign
Willing to recommend
a product to a friend
SOCIAL MEDIA IS WORKING
Source: BzzAgent, “Advocacy Over the Long Term, November 2011
39% 61%
BEFORE AFTER22%
Purchase intent
38% 69%
BEFORE AFTER
31%
57. HOW TO MEASURE
• Key performance indicators should relate back to
the goals of the initiative
‣ Not all elements of the marketing mix should be
measured the same way
• Small tests, then scale-up
• Coupon downloads/redemption, product
sampling, etc.
• Click throughs, site traffic and conversions
‣ Cost per ____ as it relates to paid media/search
• Brand/product perception
‣ Changes in sentiment over time
• Make sure you aren’t selling short the value
‣ Short term metrics vs. long term value0
7,500
15,000
22,500
30,000
March 31, 2012 April 31, 2012 May 31, 2012 June 30, 2012
Lifetime Total Likes (Audience Growth)
14,404 fans
9,259 fans
5,062 fans
NumberofFans
Engagement Rate (Content Performance)
.13%
24,206 fans
.3%
.23%
.17%
EngagementRate
59. CONSTANTLY ON & CONNECTED
WEBSITE
DIGITAL ECOSYSTEM
MOBILE
EMAIL
MARKETING
60. Still need to pay attention to your website
It is still a vital and controlled element of
your digital footprint
The site itself can leverage social integration
• Share this or Add this
• Product comments or reviews
• Social property call-outs
WEBSITE
CONSTANTLY ON & CONNECTED
61. By 2014, mobile internet usage will outpace
desktop access
• 91% of mobile internet usage is to socialize
• 79% of desktop is used for the same
MOBILE
CONSTANTLY ON & CONNECTED
Sources:
Morgan Stanley, Mobile Internet Report 2011
Juice Mobile, December 2011
62. Because of crowded streams and EdgeRank
type algorithms, it is possible that a brand
message can be buried after only a few hours
Some marketers assume that once they convert
some of there editorial from newsletter/email to
social, email is no longer needed
We’ve seen a longer tail of click-throughs
in the inbox from people who may not visit
immediately
EMAIL
MARKETING
CONSTANTLY ON & CONNECTED
63. THANKS FOR YOUR TIME.
LET’S CHAT.
GEORGE WARD
GWARD@A-G.COM
@GEORGEWARD
CHRIS REIF
CREIF@A-G.COM
@CHRISREIF
