Presentation for COMBI2010 Conference

1. ROI From SOCIAL MEDIA MARKETING STRATEGY AND EXECUTION

2. Consumers and Businesses Use SM To Communicate Marketers Must Use SM (Wisely) To Communicate With Both

3. CONSUMER PARTICIPATION IN SOCIAL MEDIA http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png

4. GLOBAL PATTERNS OF BEHAVIOR http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/ http://www.marketingcharts.com/direct/women-do-more-social-networking-13671/comscore-women-world-wide-socnet-july-2010jpg/

5. BUSINESS PARTICIPATION IN SOCIAL MEDIA http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/

6. THE PROS AND THE CONS http://www.marketingsherpa.com/article.php?ident=31719 http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/white-horse-social-media-obstacles-may-2010jpg/

7. HOW MARKETERS USE SOCIAL MEDIA http://www.marketingsherpa.com/article.php?ident=31690

8. SMASH HIT OF THE SEASON METRICS Debuted on Factbook Fans from 1.6m to 3.1m over a weekend http://www.youtube.com/watch?v=idLG6jh23yE http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html

9. THE MAN IN THE TOWEL http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded

10. 2 DAYS LATER-DECLARES VICTORY, HANGS UP TOWEL http://www.youtube.com/watch?v=nFDqvKtPgZo&feature=player_embedded

11. METRICS 186 Personalized Videos Old Spice YouTube Channel Views - almost 8m Old Spice YouTube Total Upload views - 83m + Total subscribers on YouTube channel 120K Total Connections on Facebook 616khttp://johnbell.typepad.com/weblog/2010/07/how-to-reproduce-the-old-spice-video-phenomena.html (July 16)

14. Video Conferencing for Execs, Customers

15. “Defend the Network Game”

16. Facebook, Mobile, Blogs

17. Social Media Widgethttp://www.socialmediaexaminer.com/cisco-social-media-product-launch/

18. METRICS 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!) Top Execs Spent only 1 Hour Viewing Media – 3x usual articles, > 1000 blog posts 40 Million Online Impressions COST = 1/6 OF TRADITIONAL MEDIA LAUNCH! SAVED OVER $100,000! http://www.socialmediaexaminer.com/cisco-social-media-product-launch/

19. DEVELOPING SOCIAL MEDIA STRATEGY

20. Originally suggested by Jeremiah Owyang http://www.web-strategist.com/blog/

21. MARKETERS USE SM FOR ACQUISITION JULY 15, 2010

22. MARKETERS USE SM FOR RETENTION SEPTEMBER 20, 2010

23. NON-PROFITS USING SM TO RAISE $/€ http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter Over $500k ??

24. MY CONCEPT OF AWARENESS > ACQUISITION http://www.youtube.com/tippexperience

25. WHAT NOKIA SAYS

26. HAVE INTERNAL GUIDELINES http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference

27. CONTINUOUS ENGAGEMENT! http://conversations.nokia.com/ http://blog.ovi.com/

28. THE NEW MEDIA http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

29. EXECUTING SOCIAL MEDIA STRATEGIES

30. https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1

31. Originally suggested by Jeremiah Owyang http://www.web-strategist.com/blog/

32. 8 STAGES OF LISTENING STRATEGY http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

33. ALTIMETER CALLS IT ‘SOCIALGRAPHICS’

34. WHAT QUESTIONS SHOULD MARKETERS ASK? Where Are Your Customers Online? What Are Their Behaviors Online? What Social Information or People Do They Rely On? Who Do They Trust? What Is Your Customer’s Social Influence? Who Trusts Them? How Do Customers Use Social Tech In The Context of Your Products? Charlene Li and Jeremiah Owyang reproduced in http://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/

35. SOMETHINGS WE KNOW http://www.powerreviews.com/newsletter-q310-pehr.php

36. Plateaued Increased http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you

37. FOOD SHOPPERS NEED INFO AT POP

38. DELL LEARNED TO LISTEN, COMMUNICATE http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx http://www.ideastorm.com/

39. BRANDED COMMUNITIES IMP. PLATFORMS http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600

40. LEGO IS GOOD AT ENGAGING

41. LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION

42. TRENDING > MOBILE, LOCAL How many users does foursquare have? As of August 2010, foursquare had close to 3 million users worldwide. How many businesses are offering Specials through foursquare? As of August 2010, there were over 15,000 venues experimenting with Special Offers on foursquare. For information on how businesses can work with foursquare, check out this page. http://foursquare.com/ 10/1/10

43. GROUPON OFFERS LOCALIZED PROMOS Jan,2010 -- > 2 million web hits per day http://blog.compete.com/2010/03/10/do-you-groupon/

44. WHO, WHERE, HOW PEOPLE FIND/MOBILE

45. EXECUTING IS AN ORGANIZATIONAL ISSUE EVEN MORE THAN A MARKETING ONE TECHNOLOGY MINOR IN COMPARISON

46. WHY ORGANIZATION, NOT TECHNOLOGY??? ThereIs Organizational Resistance Managers Fearful of Direct Public Interaction Workers Have to Learn New Skills Work in (New, Different) Groups ROI Is Not Immediate A PROCESS OF ORGANIZATIONAL CHANGE

47. THE IMPORTANCE OF MEASURABLE SOCIAL MEDIA MARKETING

48. TENDS TO BE SEEN AS BEING FOR FUTURE

49. THE IDEAL – INTEGRATED METRICS Google Analytics WebTrends HubSpot

50. THE REALITY- PLATFORM METRICS

51. MATCH METRICS TO CAMPAIGN OBJECTIVES Example - Blog

52. MY TOP 10 SOCIAL MEDIA MARKETING MYTHS It’s Easy. It’s Free. It’s About Technology. Social Media Reaches Mass Audiences. Marketers Can Talk About Their Products. All Internet Users Will Participate. Management Will Understand the Potential. We’ll See Results Right Away. Tracking, Measuring is Easy. We’ll Put It Up and It Will Take Care of Itself.