Presentation from Online Marketing Summit 2009 #OMS

1. Corporate Trends in
Social Media
Mike Lewis
@bostonmike
http://blog.socialepisodes.com
VP of Marketing, Awareness, Inc.

2. What is social media?
Social media is information content created by people
using highly accessible and scalable publishing
technologies that is intended to facilitate
communications, influence interactionwith
peers and with public audiences, typically via the
Internet and mobile communications networks.
- (Wikipedia,2009)

3. The Business Goals have NOT changed
Generate leads,
awareness and
buyers
Improve
customer
experience

4. B2B companies are generally quot;Anti-Socialquot;
We like controlling conversations
“One-Way” Dialogs have worked
We define where, when and how customers
interact with them
So… why change???

5. Introducing:Generation You
• Audience has changed
> We are creating
> We are publishing
> We are selecting
• Don’t want to listen to advertisers
- Interruptive marketing is going
away.
• The audience is in control… they
are linked, listening and informing

6. Social Media the Right Way:
Salesforce.com – Dealing with Outages
• The world leader in SaaS solutions
• Over 1M users worldwide
• The Problem:
> January – April 2006 SFDC
Experiences significant outages
> Customers fight back on the
blogosphere launching sites like
Gripeforce.com (google it..)
• The Resolution:
> Trustforce.com

7. Social Media the Wrong Way:
B2B Software Company – Dealing withAdvocates
• Large B2B Software company
• 20K+ Users worldwide
• Traiditonal Thinking
• The Problem:
> User created groups on Facebook,
Linkedin
> Users adding company logo to
profile
> 500 tweets
• The Resolution:
> Cease and Desist
© 2009 Awareness CONFIDENTIAL

8. Social Media Growth
In 2008
© 2009 Awareness CONFIDENTIAL

9. 85% Growth in 2008
150Musers
170countries
700M Photos uploaded monthly

10. 752% Growth in 2008
1.2BTweets so far
4.4MUni que monthly visitors
© 2009 Awareness CONFIDENTIAL

11. 184M New blogs in 2008
77% Of web users read blogs
1M Posts are written daily
95% of reporters have blogs
© 2009 Awareness CONFIDENTIAL

12. 30.1M Users
3B
Images uploaded
100M Videos viewed daily
91% Growth in 2008
59M Monthly users
© 2009 Awareness CONFIDENTIAL

13. 6M Facebook fans
350K Twitter followers
$500M+
Funds raised through the web
© 2008 Awareness CONFIDENTIAL

14. © 2008 Awareness CONFIDENTIAL

15. Consumers have adopted
social media.
How are businesses adopting?

16. • Survey conducted and co-authored with Chirs
Brogan (www.chrisbrogan.com) (author of Trust
Agents, Coming soon)
• Collected 628 total responses
• Focus on Social Media in 2009
• eBook available at Awarenessnetworks.com
© 2009 Awareness CONFIDENTIAL

17. 628 total responses
16%
36%
> $250M
$100M - $250M
< $250M
48%
© 2008 Awareness CONFIDENTIAL

18. 2009
marketing
budgets
are down
© 2009 Awareness CONFIDENTIAL

19. Increase Spending
in 2009:
Search 50%
Video 46.6%
Social 46.6%

20. Social Media in 2009?
182
310
Yes
No
We're not sure yet
136
© 2009 Awareness CONFIDENTIAL

21. Why not Social Media?
Brand Legal
Participation
ROI
Ethics IP
© 2009 Awareness CONFIDENTIAL

22. 450
400
350
300
250
200
150
100
50
0
Participation and
Brand image
community
Calculating ROI
dynamics
Legal
Ethics and
considerations
integrity Intellectual
property rights
© 2009 Awareness CONFIDENTIAL

23. Why Social Media?
Networking
Marketing Revenue Recruiting
Promoting Brand
Customer Engagement
Collaboration
Thought Leadership
Service and Support
Product Development
© 2009 Awareness CONFIDENTIAL

24. 500
450
400
350
300
250
200
150
100
50
0
© 2009 Awareness CONFIDENTIAL

25. Would Best Practices help?
23.57%
5.10%
Yes
No
71.34%
Maybe
© 2009 Awareness CONFIDENTIAL

26. Social Media
Baby Steps

27. 400
350
300
250
200
150
100
50
0
Blogs/Commenting
Facebook (Group, Page
etc.)
LinkedIn
(Group, Networking)
Twitter
© 2008 Awareness CONFIDENTIAL

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33. Community Adoption

34. Do you currently have an external
community?
42.36%
57.64%
© 2008 Awareness CONFIDENTIAL

35. 250
200
150
100
50
0
© 2009 Awareness CONFIDENTIAL

36. Community Focus
400
350
300
250
200
150
100
50
0
© 2009 Awareness CONFIDENTIAL

37. Leveraging Points of Enthusiasm
© 2009 Awareness CONFIDENTIAL

38. Top 8 Social Media Marketing Use Cases
© 2009 Awareness CONFIDENTIAL

39. The Core of Social Media = Content & Profiles
• Building a solid asset based on
content and profiles
• Living Social Data
> Consistantly collecting implicit and
explicit Data
> Collect from ALL Profile and Content
sources
• Social Mining
> Actionable uses of data
> Drive and Influence marketing programs
> Stimualte marketing activity and
demand generation
© 2008 Awareness CONFIDENTIAL

40. Now, Let’s Talk about the
Elephant in the room
© 2009 Awareness CONFIDENTIAL

41. Social Media R.O.I.
© 2009 Awareness CONFIDENTIAL

42. Mindshare Community
Situation:
• McDonald's conducted surveys after
McDonald's Partner Conference
• Survey results indicated that partners wanted
continued collaboration, best practice sharing
and networking all year round
• McDonald's planned an online partner
community to coincide with following year's
Conference
Results:
• Seeded community with over a 10,000 profiles
• Over 1,000 content responses collected
• A response that saved McDonalds' millions of
$$$s- window decals on entrance/exit doors

43. B2B Technology Company
Situation:
• Connect users to share best practices, transfer
knowledge and resolve support issues
• Only source of user interaction is annual
customer conference; after the conversation
dies
• Want to build brand enthusiasm and increase
loyalty
Results:
• Over 22K users sign-up
• 10K support issues resolved in year 1 through
peers (Est. $500K saved)
• Multiple responses collected for user quot;Tips &
Tricksquot; guide
© 2009 Awareness CONFIDENTIAL

44. Marriott on the Move
Situation:
• Drive revenue to Marriott.com
• Increase loyalty rewards memberships
• Reach out to the over 3,000 properties
• Develop a softer, positive image of a giant
International corporation
Results:
• After one year, generated $5 million in room
revenue
• Increased loyalty rewards membership by
60%
• Site traffic- 6,000 visitors per day and over
600,000 for the year
• Media coverage- NBC Nightly News,
Washington Post and several trade pubs

45. © 2009 Awareness CONFIDENTIAL

46. Research Credits
• Forrester Research 2009, Social Technographic profile of US
online users
• Austin's New Media Lab, 2008 Social media Statistics,
nmlab.com
• Chrisbrogan.com
© 2009 Awareness CONFIDENTIAL

47. Photo Credits
• All photos taken from Flickr under Creative Commons
Slide 4: Scott Beale / Laughing Squid, laughingsquid.com
>
Slide 5: My First Nikon D40 Picture, somefool (MatthewM)
>
Slide 6: Scoble's Tablet PC, penmachine
>
Slide 7, Wikipedia, quartermane
>
Slide 9, Yes, We Can Twitter, comicbase
>
Slide 11: Alone in the crowd, frielp
>
Slide 13: V No Budget, derekb
>
Slide 14: The Exploding Internet Flower, mrwilleeumm
>
Slide 16: Proceed with… , Nubian ∑agle ©™
>
Slide 18: green light, Benimoto
>
Slide 24: Unity in Diversity, Untitled blue
>
Slide 30: Questions in the Dark, Matthew_Dutile
>
© 2009 Awareness CONFIDENTIAL