19. 2 Billion Videos Are Streamed Each
Day On YouTubePhoto Credit: jonsson Source: Techcrunch
20. o 9191% say consumer reviews are the% say consumer reviews are the #1 aid to buying#1 aid to buying
decisionsdecisions -- JC Williams GroupJC Williams Group
o 8787%% trust a friend’s recommendationtrust a friend’s recommendation over critic’sover critic’s
reviewreview -- Marketing SherpaMarketing Sherpa
o 33 times more likely totimes more likely to trust peer opinions overtrust peer opinions over
advertising for purchasing decisionsadvertising for purchasing decisions -- Jupiter ResearchJupiter Research
o 11 word-of-mouth conversation hasword-of-mouth conversation has impact ofimpact of
200 TV ads200 TV ads -- BuzzAgentBuzzAgent
** Slide courtesy of Digital Influence GroupSlide courtesy of Digital Influence Group
Social media influences peopleSocial media influences people
21. People are using social mediaPeople are using social media
Social media sites are the fastest-growing category on theSocial media sites are the fastest-growing category on the
web, doubling their traffic over the last year.web, doubling their traffic over the last year.
o7373% of active online users have% of active online users have read a blogread a blog
o4545% have started% have started their own blogtheir own blog
o5757% have joined a% have joined a social networksocial network
o5555% have uploaded% have uploaded photosphotos
o8383% have watched% have watched video clipsvideo clips
Universal McCann’s Comparative Study on Social Media Trends, AprilUniversal McCann’s Comparative Study on Social Media Trends, April
2008. 17,000 respondents from 29 countries, *using internet at least2008. 17,000 respondents from 29 countries, *using internet at least
every other dayevery other day
22. Social media marketing is growingSocial media marketing is growing
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
23. The conversation isThe conversation is notnot::
o controlledcontrolled
o organizedorganized
o ““on messageon message””
The conversationThe conversation isis::
o organicorganic
o complexcomplex
o speaks in aspeaks in a human voicehuman voice
Social media isSocial media is not anot a
strategystrategy or aor a tactictactic ––
it’s simply ait’s simply a channelchannel..
The social media conversationThe social media conversation
25. TheThe powerpower toto definedefine andand controlcontrol aa brandbrand
isis shiftingshifting fromfrom corporationscorporations andand institutionsinstitutions
toto individualsindividuals andand communitiescommunities..
Social media is changing our worldSocial media is changing our world
27. o ExperimentExperiment personallypersonally
before professionallybefore professionally
o Try aTry a varietyvariety of socialof social
media toolsmedia tools
o BeBe yourselfyourself, make some, make some
friendsfriends, and, and shareshare
Experiment with social mediaExperiment with social media
31. Social Media Objectives
1. Create brand awareness through online
word of mouth
2. Acquire new customers via the social
media channel
3. Foster loyalty and retention among existing
customers
2. Improve customer service level
37. Customer Service via Social Media
4800+ customer service cases resolved through Social Media in past 6 months
Compiling customer influencers database
Customer re-activation and win-back
Generating customer insights and identifying customer experience flaws.
41. ICE.com Love Story Contest on Facebook
Tell Us Your Love Story for a Chance to Win
User generated contest run entirely in
Facebook.
4,300+ new fans and email opt-ins
965 stories submitted
Engagement
5.5 Votes / Story
.33 Comments / story
10+ interactions / post during contest period
43. • Plan the outcome (ellen)
QuickTime™ and a
decompressor
are needed to see this picture.
44. Ellen DeGeneres Valentine’s Day Special
Audience Gift and Initiative to Support Haiti
Results:
30-second on-air endorsement from Ellen DeGeneres to 3,000,000+ viewers
Est. 4,000+ New Fans and email opt-ins in 48 hours
46. Resources required for socialResources required for social
media may include:media may include:
o Strategic consultationStrategic consultation
o TrainingTraining
o Creating contentCreating content
o Integrating toolsIntegrating tools
o Distributing contentDistributing content
o Relationship managementRelationship management
o Measuring valueMeasuring value
Social Media is not freeSocial Media is not free
52. o Tap into the wisdom of the crowdTap into the wisdom of the crowd
to access a wider talent pool andto access a wider talent pool and
gain customer insightgain customer insight
o Companies that use crowdCompanies that use crowd
sourcing include:sourcing include:
o Starbucks (MyStarbucks)Starbucks (MyStarbucks)
o Dell (Ideastorm)Dell (Ideastorm)
o DuPontDuPont
o NetflixNetflix
o WikipediaWikipedia
o iStockphoto.comiStockphoto.com
o Threadless.comThreadless.com
o Mechanical Turk (Amazon)Mechanical Turk (Amazon)
Crowd Sourcing – Submit, Discuss,Crowd Sourcing – Submit, Discuss,
VoteVote
54. o AvoidAvoid pufferypuffery
(people will ignore it)(people will ignore it)
o AvoidAvoid evasionevasion andand lyinglying
(people(people won’twon’t ignore it)ignore it)
o Companies have watchedCompanies have watched
theirtheir biggest screw-up'sbiggest screw-up's
rise to the top 10 of arise to the top 10 of a
Google searchGoogle search
o Admit your mistakesAdmit your mistakes rightright
awayaway
55. Folksy “Isn’t Wal-Mart great” travel blog “Wal-Marting Across America” hits a reputation pot-hole when
unmasked as being paid for by company.
Social Relevance: Black eye for Wal-Mart amid accusations that it was trying to shift attention away from
criticism of its labor practices.
October 2006
62. o Don’t be afraidDon’t be afraid to share.to share.
Corporations, like people,Corporations, like people,
need to share information toneed to share information to
get the value out of socialget the value out of social
mediamedia
o Make your content easy toMake your content easy to
shareshare
o IncorporateIncorporate tools thattools that
promote sharing:promote sharing:
o Share This,Share This, RSS feeds, EmailRSS feeds, Email
a frienda friend
6. Share your content6. Share your content
63. o Don'tDon't shoutshout. Don't. Don't
broadcastbroadcast. Don’t. Don’t bragbrag..
o Speak like yourselfSpeak like yourself – not a– not a
corporate marketing shill orcorporate marketing shill or
press secretarypress secretary
o Personify your brandPersonify your brand ––
give people something theygive people something they
can relate to.can relate to.
7. Be personal and act like a7. Be personal and act like a
personperson
64. ZAPPOS – Customer service isZAPPOS – Customer service is
centralcentral
o Zappos, an online shoe retailer, makesZappos, an online shoe retailer, makes
customer service central with a focuscustomer service central with a focus
on “on “making personalmaking personal andand emotionalemotional
connectionsconnections.”.”
o Divert marketing budget to customerDivert marketing budget to customer
service (theyservice (they outsource marketing tooutsource marketing to
their customerstheir customers; they don’t outsource; they don’t outsource
their call centre)their call centre)
o Use Twitter to promote their brandUse Twitter to promote their brand
o Website displays anyWebsite displays any public tweetspublic tweets mentioningmentioning
of their brandof their brand
o CEO has over 400,000 followersCEO has over 400,000 followers
o 430430 employees on Twitteremployees on Twitter
o $1billion$1billion in sales last year and theirin sales last year and their
expanding into new product categoriesexpanding into new product categories
65. o Think like aThink like a contributorcontributor,,
not a marketernot a marketer
o Consider what isConsider what is relevantrelevant
to the communityto the community beforebefore
contributingcontributing
o Don’t promoteDon’t promote youryour
product on every postproduct on every post
o Win friends byWin friends by promotingpromoting
other people’s contentother people’s content if itif it
interests youinterests you
8. Contribute in a meaningful way8. Contribute in a meaningful way
66. o Don’t try to deleteDon’t try to delete oror
remove criticism (it will justremove criticism (it will just
make it worse)make it worse)
o ListenListen to your detractorsto your detractors
o AdmitAdmit your shortcomingsyour shortcomings
o Work openlyWork openly towards antowards an
explanationexplanation and legitimateand legitimate
solutionsolution
9. See criticism as an opportunity9. See criticism as an opportunity
67. Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their
ordeal.
Social Relevance: Jet Blue understood how its reputation was being hurt online and so CEO David Neelman
quickly crafted a YouTube apology.
68. BazaarvoiceBazaarvoice
““People are twice as likely to convertPeople are twice as likely to convert
when there is a negative reviewwhen there is a negative review
amongst the positive ones”amongst the positive ones”
Sam DeckerSam Decker
CMOCMO
69. o Don’t wait until you haveDon’t wait until you have
a campaigna campaign to launch -to launch -
start planning and listeningstart planning and listening
nownow
o Build relationshipsBuild relationships soso
they’re ready when youthey’re ready when you
need themneed them
10. Be proactive10. Be proactive
Editor's Notes
About ice.com
Our eyes are open to the stories we are told every day – the noise marketers make around us, no longer holds our attention. We know there is more to life choices
Get clip of this show
Comcast video
Example 1: “Hillary Duff Diamond Ring”
When Hilary Duff’s fiancé, NHL hockey player Mike Comrie, proposed with a $1 MM engagement ring, it made headlines, and ICE.com capitalized by using this opportunity to talk about the story and diamond engagement rings on SparkleLikeTheStars.com, of course linking back to our diamond rings and wedding boutique pages of our main site, ICE.com
During the first 3 weeks, we ranked #1-#2 for most relevant keyword queries, and generated tens of thousands of visits to our blog, and thousands of visits to ICE.com
We currently maintain first page visibility for most queries relevant to the story.