Bill Hunt durante la presentación de "Open Brands" en las oficinas del Grupo Ogilvy en Madrid y Barcelona

1. The State of Social Media
in United States
How do we leverage it
effectively for business?
Bill Hunt
Back Azimuth Consulting

3. Defining “Social Media”
• Social Media is an umbrella term used to describe the digital
networks and tools that enable people to communicate,
interact and share content with one another
 Social Media networks are digital
communities (e.g., Web sites and mobile
experiences centered around user
participation and user-generated content)
 Social Media tools are technologies (e.g.,
blogs, RSS feeds, podcasts, profiles, email)
that enable content sharing (e.g. videos,
data, music)
It is NOT an advertising and a branding platform. It’s a hyper-
interactive relationship-builder. Use it to deepen longer-term
relations.

4. Technology fuels the growth
 1955 study showed WOM was 7x more effective then
newspaper advertising, 5x more effective then a personal
sales pitch
(Source: Katz and Lazarsfeld)
 Blogs, communities, and collaboration technology has
allowed us to interact and spread the word virally, using
Web 2.0 technology

5. The Social Media Universe:

6. Interesting Stats
Social networking is expected to generated $4.8B in
revenue by 2012 for IBM. Source: Horizon Watch
There are more than 110 million active users on the
Facebook social networking Web site, and that is the
fastest adoption growth ever for demographic users
aged 25 and over
Source: Gartner

7. Social Media & Impact on
Evolving Media Landscape

8. From Mass Media to Social Media
From scarcity…….to abundance.

9. Today’s media landscape
 People “graze” through the day from different sources.
And they increasingly put content back into it.
I can get whatever I want, when I want it, how I want it. Everyone’s
pattern is different.

10. Role of Social Media &
Implications for Marketers

11. Social Media in the Marketing Mix
To achieve maximum impact, it is essential to align social media with search with
other channels and communications media to increase “Consumer Intersection”
Awareness Generation
Corporate/Product Sites Blogs & News Sites
Mass Media/Adverts
Press/PR
Events/Promotions
Word of Mouth
Search Engines Social Media
Social Media
Create initial awareness
of product/service
Engagement, Lead Engagement
Capture, Commerce

12. Understanding Socialgraphics
Demographic
Geographic
Psychographic
Behavioral
Socialgraphic
Source: Altimeter Group

13. 13
Social Channel Modeling
 Where are your consumers within the social grid?
 Social “Influencers” are increasingly relied upon by
certain segments before purchases are made
 Consumer sentiment and popularity provide predictive
indicators for market acceptance and the Voice of the
Consumer
 Social channels are often engaged after a search
experience.

14. 14
Voice of the Consumer
 Understand consumer sentiment and needs
 Disrupt the norm and influence change
 Invest in portfolio based content that will drive
adoption of the products quicker
 Remain responsive to changes & opportunities

15. Develop Content to Satisfy Need
80,000 monthly
How To related searches
10,000 Social mentions

16. Practical Applications
of Social Media

17. Create Demand

18. Selling Products
 Dell has conducted $6.5 million in direct sales @DellOutlet
 @DellOutlet - 1.5 million followers 3 million connections

19. Launch New Products

20. Interact with Customers

21. Interact with Customers

22. Dealing with Controversy

23. Encourage Engagement

24. When 7 = 350,000,000

25. Engage Influencers

27. Stay Connected to Loyal Followers

28. Press Release Fosters Social Media
 37,000 pick ups of the release on the Internet
 Blogs and Social Media bookmarks outrank site
28

30. Key Activities
of Social Media

31. Monitor the Market Conversation
 Why monitor the market
conversation?
 To understand what the
marketplace is (or isn’t) saying
about your brand, product,
service, etc.
 To start to understand the tone
and impact of that conversation
 To begin identifying areas of
opportunity for helping shape that
conversation and to gather
valuable market intelligence

32. Listening Tools
By creating the right conversation criteria, you can use technology to
collect and sort all of the relevant conversations across blogs, forums,
Twitter, social networks and review sites. Then strategists apply insight and
recommended action to every report
 Radian6: A keyword-driven platform that collects social Web mentions across
multiple global markets. Ideal for benchmarking measurement, informing strategy
and rapid response to consumer generated media.
 Crimson Hexagon: This platform is great for following and reporting sentiment and
opinion. It is one of the few platforms on the market that can provide superior
automated opinion reporting. Ideal for benchmarking measurement and informing
strategy.
 Visible Technologies: A more comprehensive solution to enterprise-level monitoring
and response, enabling large organizations to engage with bloggers on a daily basis.
Ideal for benchmarking measurement, informing strategy and rapid response to
consumer generated media at a large scale.

33. Identify and Engage Influencers
Why identify and engage the
influencers?
– To establish some prioritization
as to who is impacting the
market conversation the most
– To develop strategies for
engaging those influencers
through social media capabilities
– To establish enduring and mutual
productive relationships with the
influencers
– To empower their advocacy of
your product or capability

34. Engage 10 to Influence 1000
Monitoring enables you to sift through the “clutter” to connect with relevant
conversations for direct engagement and activation in a repeatable, systematic
and focused process
" Identify and access influential blogs and bloggers in communities and
social networks to effective execution
" Understand the language and needs of community
" Weave relevant ‘blog’ links into the brand Web presence to
connect visitors with the voice of communities and influencers
WOMM - users
cluster around
" Capitalize on opportunities to improve relevance in brand topics and
recombine
conversations and break-through to engage and influence users each other’s
ideas in new
ways.
" Gain accuracy in identifying participants and communities with
knowledge and influence
" Ability to really drive the marketing cycle from listening, to
conversing to conversion

35. The C-level Influencer
Padmasree Warrior is Cisco Systems' Chief Technology Officer. As
CTO, she is responsible for helping drive the company's
technological innovations and strategy, and works closely with its
senior executive team and board of directors to align these efforts
with Cisco's corporate goals. As an evangelist for what's possible,
she pushes the organization to stretch beyond its current
capabilities – not just in technology, but also in its strategic
partnerships and new business models. (SOURCE: Cisco.com)

36. The C-level Influencer?
URLs Cited counts the number of times you are passing along a proper URL via Twitter. This metric is an important part of
a Twitter user's Signal-to-Noise Ratio but is also interesting as it helps identify users who are more likely to share content
via the Internet. (DATA: Previous Seven days)

37. The Real Influencer
Unique References is the # of
Retweeters is a times other people
count of the # of have referenced you.
individual Twitter
users who
retweet you. }
{ Unique Retweeted is
a count of the # of
} individual Twitter users
you retweet.
URLs Cited counts the number of times you are passing along a proper URL via Twitter. This metric is an important part of
a Twitter user's Signal-to-Noise Ratio but is also interesting as it helps identify users who are more likely to share content
via the Internet.

38. Maximize Digital Asset Distribution
Why maximize digital asset
distribution?
– To ensure maximum
portability and utilization of
key digital marketing assets
– To ensure optimal exposure
and forward mobility of key
marketing messages into the
marketplace

39. Empower Constituent Advocacy
Why empower constituent
advocacy?
– To build and foster a
sense of community
among our brand
loyalists.
– To empower those
loyalists to better
advocate to other key
constituents on behalf of
our brand, products, and
services

40. Microsoft’s MVPs empowers community
40

41. Walmart’s 11 Moms gives consumers a voice

42. Developing your
Social Media Strategy

43. Social Brand Strategy
Brands must choose the role they want to play in social media…
Defining the social brand means deciding how you will behave in
the social Web, what voice you will use and how deeply you will
interact with your customers.
-John Bell, Managing Director
360 Digital Influence
Ogilvy PR Worldwide
Room for Success
Improvement

44. Mapping the Process is critical
 Conversation Map: a thorough survey of what people are saying about
brands and topics online and where they are saying it – tells us where we
can engage with people authentically
 Influencer Map: a collection of the most important influencers across all
social media per market and the affinity groups that can help us
 Engagement Plan: getting influencers involved such that they spread the
word far and wide driving both action and opinion
 Distribution Plan: utilize social technologies/tactics across channels to
distribute video, audio, and digital content to a targeted audience
 Creative/Media Optimization: inform creative messaging and media
placements by connecting social media insights with ongoing campaigns
 Education & Consulting: enable organizations to synthesize social media
across business units; development of guidelines, tool/platform selection,
best practices, and hands-on training sessions

45. Integrate into Content Creation Cycle
Keyword Analysis Activities
• Keywords for:
Paid Search
Insights Social Media Monitoring
Page SEO
• Product development
• Creative copy
• Surround tags for
Product Influence Creative Content Distribution • distributed content
Messaging SEO/PR Media & Metadata
Tracking Analytics
Chart Source: Ogilvy & Global Strategies

46. Develop a Center of Excellence
 The Center of Excellence (COE) is a solution designed
to facilitate standard compliance, tracking to corporate
KPIs, brand equity protection and scale within the global
enterprise
 The COE solution is a blend of people, tools, activities,
information and services that are centrally managed and
propagated throughout the organization as needed

47. Training Strategy
Recommended Approach
 Led by central social media manager
 Uses existing guidelines & creates as needed
 Adapt to geo needs
 Internal roadshow to demonstrate social media value
 Webcasts, partner portal & channel training points
What We'll Get/What's the Business Weapon
What It Takes
 Model after IBM, Dell, Intel
 Resource & time
 Once education is available, compliance can be measured

48. Develop Triage Matrix
Ailment Symptom Influence Diagnosis Triage Resolution
Customer Identifies Can Quickly Respond on Keep a log
Complaining self as influence respond, clients’
customer their and ask behalf, or
with ailment immediate “May we quickly
circle help?” or inform
“I’m them
listening
Blogger Likely not a Their First, Find the Pull closer
customer – readers – identify right level for briefings
but feel self- and greater their within a
entitled community history, company to
what’s their respond
MO?
Troll Anonymous, Immediate Ignore or Perhaps Monitor
name calling circle –and remove “cone of
other silence”
detractors

49. Organizational Model
Distributed Centralized Coordinated
 Organic growth  One department  Sets rules, best
 Authentic controls all efforts practices, policies
 Experimental  Consistent  Spreads widely
 May not be as around the org
 Not coordinated
authentic  Takes time
 Eg. Sun
 Eg. Ford  Eg. HP
Source: 360i Social Media Play Book

50. More Than Just Marketing
Product Customer Sales &
Divisions Marketing
Support Service Field
Customer care Product features,
functionalities AU / OTC Media relations
General inquiry Global campaign
Technical support
content
Press releases
Order
management Product Top accounts
announcements
Licensing inquiry Autodesk Gallery
Product launches
Login help Local events
Sustainability
Technical Blogger
knowledge base Subscription help correspondence
Local promotions Discussion forums
Registration, Communities
activation

51. Measuring Social Media
The biggest challenge facing Social Media

52. Opinion, Influence, and Trust
• Tactics: Political campaigns,
Form/Change
lobbying, crisis communications, PSA
ads, white papers, blogger outreach
• Metrics: Polls, political decisions,
Opinion votes, Op-Ed media, lack of media
coverage (Crisis comms), increased
donations, supportive blogger posts
• Tactics: Social media press release,
Influence the
targeted media release, invitations
events/betas, DM, social media
outreach
Influencers • Metrics: Positive/relevant blogs/
media, inbound links, trackbacks,
Technorati, Google Page Rank
Establish/ • Tactics: Sales events, DM, targeted
display, SEM, friend-get-friend
Regain Trust
• Metrics: Sales conversion,
redemption, response rates

53. Awareness, Trials and Launches
Generate • Tactics: Mass advertising, media
releases, public events
• Metrics: Reach, frequency,
Awareness impressions, page views, media
clippings, search frequency
• Tactics: Product demos, test
drives, private betas, events,
Drive Trial
direct mail
• Metrics: Time spent on site/
widget, leads generated, sign-
ups, attendance at events,
response rates
Product
• Tactics: White papers, feature/
benefit focused ads, media
relations
Launch
• Metrics: Downloads, incoming
links, blog posts, video views,
media coverage

54. Comparison, Need, and Association
Product
• Tactics: Survey/Poll news
releases, comparative ads,
award/content submissions
Comparison • Metrics: Media pick-up, share
of market, awards, blog posts
• Tactics: White papers,
Establish Feature/Benefit focused ads,
media relations
Need
• Metrics: Downloads, incoming
links, blog posts, video views,
media coverage
• Tactics: Sponsorships,
Positive entertaining ads/viral videos,
celebrity endorsements, games
Association
• Metrics: Impressions, traffic,
increased activity surrounding
association

55. Key Social Media
Learning's

56. You can’t control, only influence it
 Facilitate conversation
about your brand, product
or service
 How to control millions of
inaccurate and divergent
conversations? YOU DON’T
 Provide value to your
consumers through WOM,
show that you care, don’t
push product or service

57. Monologue vs. Conversation
Revit is purpose- How do I build - Listening program alert
built for BIM! stairs in Revit? - Author profile available
(link)
Which release - Author assessment
How do I build - Immediate response
version are you
stairs in Revit?
on?
- Stock answer check
(sound of crickets) 2010. - Specialist alerted
- Gives the right answer
Check out this
Arrogant - Drives to our properties
tutorial (link) and
bastards. this forum(link)

58. Don’t Ignore Bloggers
 Kryptonite: “Our customers
don’t read blogs”
 Yeah, but reporters do…
 “Picked by a Bic” is not a
great headline
58

59. Advocates Trump Followers
 Generate advocates – not followers
 Starbucks has 860,000 followers vs. 50,600 for Dunkin
Donuts coffee
 35% of Dunkin followers are advocates of the brand
 73% talk positively vs. 49% for Starbucks

60. Best Practice Recap
 Actively listen and observe before getting started
 Establish clear objectives and success metrics
 Evaluate opportunities through your unique strategic lens
 Create a unifying concept or theme
 Construct your social marketing architecture
 Aggregate and/or build social media assets
 Develop a plan for monitoring and responding to consumer
discussions
 Roll out an integrated earned and paid media promotional plan
 Nurture your fans and community

61. Thank You.
eMail: bill@whunt.com
Twitter: billhunt
Blog: www.whunt.com
Site: www.back-azimuth.com