Social Media: Understanding Its Marketing Potential.

1. social media
understanding its marketing potential

2. What is
social media?
Social Media is people,
including your customers,
having conversations online.

3. The conversations are powered by:
Information Sharing • Conversations
Networking • Conversations
Information
Sharing Photos • Education
Sharing Video • Education
Information
Networking
Live Streaming Video • Education
Information
Business Information Resource
Information • Join Communities of Interest Conversations • Sharing Information
Entertainment Mobile Conversation • Information

4. This is
not a fad

5. It is a
fundamental shift
in the way we
communicate

6. Who uses social media?
Your customers fit one of the following categories:
Influencers Creators regularly publish blogs or articles, maintain a web page, upload
videos or music.
Critics react to other content online, post comments, post ratings
or reviews.
Collectors save URLs and tags, vote for sites. Collections appear on
general information sites.
Joiners participate in or maintain profiles on social networking sites.
Spectators consume what the rest produce—blogs, online videos,
podcasts, forums, and reviews.
Non-influencers Inactives non-participants in social media.
Harvard Business Press, Groundswell, Charlene Li and Josh Bernoff, © 2008

7. How big is the playing field?
Online social communities—currently 400 million users1
Consumer to consumer sellers—$8.541 billion in 20082
Ratings and review sites—44,000,000 page views per month3
Video sharing—YouTube currently has 100,000,000 videos3
Blogs —currently 200,000,0003
Micro-blogging— Twitter has 17,000,000 users3
1
Inside Facebook, December Data on Facebook’s US Growth by Age and Gender: Beyond 100 Million, January 4, 2010, 2Wikipedia, 3Nielsen Report, Oct. 2007

8. A RADICAL CHANGE
has occured
in the world of
MARKETING
and
ADVERTISING

9. Consumers are not
listening anymore.
Interruptive Marketing has
seen its day.

10. The old
communication
model was a
MONOLOGUE:
SHOUTING

11. The new communication
is a DIALOG:
Now marketers are having
conversations with consumers
as well as
consumers having conversations
with each other

12. Who are your customers?
Where do they go for
information?
Meet them there.
PARTICIPATE.

13. Why is this meaningful?
The average person is
exposed to 3,000
ad messages a day*
Only 14% of people
trust advertisements*
*Nielsen Report, October 2007

14. Yet 78% of people trust
the recommendations
of friends or other
consumers*
*Nielsen Report, October 2007

15. Why is this happening?
Three elements combined:
1. People
2. Technology
3. Economics

16. 1. People:
They desire to connect
Facebook is ranked number two of the
top 500 web sites worldwide*
YouTube, and MySpace are ranked
fourth and sixth respectively on the list
of top 500 sites in the U.S.*
*Alexa.com, February 2010

17. 2. Technology:
Everyone is online
1.67 billion people use the Internet
63% of all Americans have a high-speed
Internet connection
84% of consumers rely on the web to
get current news or information
*Razorfish, FEED: The Razorfish Digital Brand Experience Report, 2009, October 2009

18. 2. Technology:
Everyone is online
76% watch online videos
73% visit social media sites
62% listen to music online
More than 2 billion apps have been
downloaded from Apple’s iTunes
*Razorfish, FEED: The Razorfish Digital Brand Experience Report, 2009, October 2009

19. 3. Economics:
Advertising is
shifting from
traditional media to online
65% of consumers say they have had a digital
experience that has either positively or negatively
changed their opinion of a brand.*
*Razorfish, FEED: The Razorfish Digital Brand Experience Report, 2009, October 2009

20. Why should you care?
People are talking with
each other about your
brand and it may vary
from your company’s idea

21. Retailers no longer have
a corner on the market,
consumers are buying
from each other

22. The balance of power has shifted

23. What should you do?

24. Get involved.
Social media adoption by small businesses
has doubled in the last 12 months.*
*Network Solutions, LLC

25. Small businesses use social media to
attract new customers:
• 75% have a company page on a social
networking site
• 61% use social media for identifying and
attracting new customers
• 45% expect social media to be profitable in
the next 12 months
*Network Solutions, LLC

26. Building an online presence is
a key focus:
• Improvements to company web sites are
a top technology investment in the next
two years
• The ability to showcase their products
and services online to attract new
customers is second in the hierarchy
of technology investments
*Network Solutions, LLC

27. Next steps?
Jump in and try it out!
Listen
Participate
Engage

28. How do you
accomplish this?

29. Street Level Studio
can help you:
• Examine who your customers are and
how they get information
• Determine your goals
• Develop a unique social media strategy
for your company
• Pair up with the right technologies

30. let’s talk
Street Level Studio
is ready to drive your marketing
communications to the next level.
T 847 432 5150
E letstalk@streetlevelstudio.com

31. social media
understanding its marketing potential