3. Who’s Here?
A LOT of you!...
+
All of us …
– Maya Bisineer
– Brian Westbrook
– Jeff Shuey
– Shauna Causey
– Ethan (Allyis)
– Paolo Tosolini
– Wil Merritt
– Madhu Singh
– Venkat Balasubramanium
…and Others!
An MSA event. Content Partner – SMCSeattle
4. Who Am I?
“Hi, I’m Clay – Damn glad to meet you!”
• Managing Director at Spring Creek Group
• 5 years working in this field; 10 years+ in interactive consumer marketing
• Microsoft alum
• @claymcdaniel / @springcreekgrp + + +…
• MSA member and Board member!
• ..... And Social Media Club Seattle Board member!
An MSA event. Content Partner – SMCSeattle
6. The Big Picture
Early 20th century Mid 20th century 1970’s / ‘80’s
Global Product
Professional Services &
Industrial Revolution Development, Design,
Rise of Creative Class
Production, Trade
~1985 – recently 1995 – now(ish) RIGHT NOW!
SOCIAL &
Technology & Software Internet: Online
Revolution Services & Ecommerce MOBILE
MEDIA!
An MSA event. Content Partner – SMCSeattle
7. Social Media Has Opened an Enormous ‘Gap’ in Traditional
Customer Awareness and Support Business Models… But This
Also Creates an Opportunity!
Product
Research
& Customer
Insights
Customer
Outbound
Service /
Marketing/ PR /
Reputation
Advertising
Management
An MSA event. Content Partner – SMCSeattle
8. Lucky YOU / Us!
You are already living & working in one of the true
hotbeds of social media technology and professional
services innovation.
An MSA event. Content Partner – SMCSeattle
10. Social Media Applications / Sites / Services You
Probably Know…
An MSA event. Content Partner – SMCSeattle
11. And just a few more….
An MSA event. Content Partner – SMCSeattle
12. However, BEWARE the hype!
Page 12
An MSA event. Content Partner – SMCSeattle
13. (Hmm. Perhaps You Remember this?...)
An MSA event. Content Partner – SMCSeattle
Page 13
14. Facts!
1. Social media is changing the way people interact
with each other…
2. … and the way customers interact with companies.
3. And therefore the way companies can interact with
their customers! BUT, only if they commit to
spending a little time on it.
An MSA event. Content Partner – SMCSeattle
Page 14
15. Fallacies, Falsehoods and Fiction:
• “Social media marketing is…”
– A panacea (i.e. “magical solution to all problems”)
– A great performance marketing (i.e. direct response)
channel
– “Free”
– A replacement for good PR
– Easy
– Able to create nearly immediate 20% site traffic lift
– “…the next big thing…”
An MSA event. Content Partner – SMCSeattle
Page 15
16. The reality…
Horsepuckey.
These Are The
Same Thing…
[Truism: Happy
Customers Never
“Engage”…]
An MSA event. Content Partner – SMCSeattle
Page 16
17. Why Is Social Media Important to Businesses?
An MSA event. Content Partner – SMCSeattle
Page 17
18. Why Is Social Media Important to Businesses?
An MSA event. Content Partner – SMCSeattle
Page 18
19. • More than 500 million active users
• 50% of active users log on to Facebook in any given day
• More than 35 million users update their status each day
• More than 60 million status updates posted each day
• More than 3 billion photos uploaded to the site each month
• More than 5 billion pieces of content (web links, news stories, blog
posts, notes, photo albums, etc.) shared each week
• More than 3.5 million events created each month
• More than 3 million active Pages on Facebook
• More than 1.5 million local businesses have active Pages on
Facebook
• More than 20 million people become fans of Pages each day
• Pages have created more than 5.3 billion fans
Source – Facebook.com
An MSA event. Content Partner – SMCSeattle
20. • #4 Largest Site on the Internet
• #1 Largest video site on the web
• 300MM Worldwide Visitors a Month
• 100 Million Visitors per Month
• 5 Billion Video Streams Every month – 40% of all videos online
• (Do the Math – 5 Billion / 300 million worldwide visitors = 17 streams a
month per person)
• 15 Hours of video uploaded every minute
• Did you know: Back In August 2008, youtube became the #2 search
engines over Yahoo on Web (#1 is Google)
http://www.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck
An MSA event. Content Partner – SMCSeattle
22. Skittles: “Taking the Red Pill…”
• Skittles (or, more likely, their AOR) had a
good idea: “Let’s completely give over our
website to our community!”
Key Questions:
• Were They “True Believers”?
• Or Were They Just Seeking the Truth?
• Or was it a Marketing Gimmick?
• Who Knows.
• Let’s See How it Went….
An MSA event. Content Partner – SMCSeattle
Page 22
23. Day 1: “Aren’t We Clever?!?!”
An MSA event. Content Partner – SMCSeattle
Page 23
24. Day 2: “Retreat, Retreat!”
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Page 24
25. Day 3: “RT @Houston: Problem!”
September 24, 2010event. Content
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26. Day 4: The People Have Spoken…
An MSA event. Content Partner – SMCSeattle
Page 26
27. Your Task:
Get Strategic About The Opportunity,
Challenges, and Role of Social Media in
Your Organization
An MSA event. Content Partner – SMCSeattle
28. About Us
About Spring Creek Group
Ask, “Where is the Opportunity?”
Inactive Watch React Engage Activate Drive
• Avoid what • Listen to what • Respond to • Provide • Push content • Manage
customers and your customers negative attacks resources for and stories to message and
competitors are are saying about bloggers to influencers and comment boards
saying about you • Correct factual share your fans for customer
you online errors message groups
• Track changes • Motivate your
• Allow in customer • Stop competitors • Identify and ardent • Maintain and
competitors to perception from gaining leverage supporters and grow thought-
control the share of voice influencers fans to spread leadership
conversation • Monitor the brand love presence where
about your competitors in • Compare • Create active on their own it matters most
industry and space competitors and competitive
brand analyze partners analysis strategy • Let community • Develop & drive
• Leverage data to have first look at industry blogs
• Ignore influential understand • Utilize a blog to • Reach out to key materials, that put
authors who landscape complement bloggers commercials and company in
may be able to “traditional” PR other creative positive light
champion your & Comm efforts
messages
An MSA event. Content Partner – SMCSeattle
28
29. More Resources & Learning…
• Attend SMC Seattle & Social Media Breakfast
events!
• Use / Try / Experiment personally with new
tools, services, sites
• Mashable, MarketingProfs, etc.
• Slideshare!
– http://www.slideshare.net/mzkagan/what-is-social-media-2005829
– + many many others…
An MSA event. Content Partner – SMCSeattle
30. MOST IMPORTANTLY….
Go Forth, Learn, and GET INVOLVED!
[Hint: Your Career – and Customers – May Depend Upon It!]
An MSA event. Content Partner – SMCSeattle
