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1. Social Media

2. What is social media?
Why social media?
How to implement?
Who is doing it right?

3. so·
cial me· a
di·
Online gathering of interaction,
ideas, comments and commentary.
Essentially, consumer conversation
in cyberspace.

4. More simply put:
“Social media
is people having
conversations online.”

5. Introduction
Social Influence Marketing (SIM)
is about employing social media and social
influencers to achieve the marketing and
business needs of an organization.

6. Measuring SIM
Business Justification:
R.O.I.
RETURN ON INVESTMENT

7. THE R.O.I. EQUATION
Social Media
Investment Expectation of return

8. Return On Investment
Digital
Digital Recog- More
Inter- Sale W.O.M.
Action nition Sales
action
Return On Interaction + Return On Influence
A more realistic way
to access value

9. Now, social media is…

10. Paid Earned Owned
Social Media Brand and Product
Internet Advertising
(Pages and Feeds) Websites
PPC – Search Mobile Brand and
Word of Mouth
Marketing Product Websites
Proprietary Mobile
Mobile Advertising User Forums
Applications
News, PR, Customer Care
Sponsorships
Announcements Services
Blogger Proprietary
Paid Applications
Relationships Digital Content

11. Social media is the ongoing
conversation of the planet.”

12. The conversations are powered by:
Photo
Blogging
Sharing
Video Micro
Sharing Blogging
Key
Podcasts Social RSS
Platforms
Message
Widgets
Boards
Chat Social
Rooms Networking

13. Social Media
Tools
(just to name a few)

14. Active Worldwide Users
500,000,000 +
Pieces of content shared
per month
45,000,000,000
Local business with
active Facebook pages
1,500,000

15. Professional Social Network
Contains profiles of
Fortune 500 executives
and leading entrepreneurs
Average individual salary
on LinkedIn is $109,000

16. Wiki =quick
Studies show it’s as accurate
as Encyclopedia Britannica
If you were paid $1 for every article posted on
you would earn $1,712.32
PER HOUR

17. Registered Users
156,000,000 +
Updates per month
54,000,000 +
Users following a brand
31%
Brand recommendations
per month
7,800,000 +

18. Business Objective:
Improve customer service
Promote a product or service
Manage and respond to a crisis
Event activation
Advocate an issue or cause

19. SNSers

20. Why Social Media?

21. In 2008, if you are not on
a social networking site,
you are not on the internet.”
Iab platform status report: User generated content, Social media, and advertising
– An overview, April 2008

22. It’s not a fad.
It’s a fundamental
shift in the way
we communicate.

23. Reason #1
“We don’t have a choice on
whether we DO social media,
the question is
how well we DO it.”
Erik Qualman

24. 500
BILLION.
The number of peer
influence impressions
Americans generate per
year via social media.

26. Today
people are connected

27. 500M

28. 4 Billion.
That’s 13x more than the National Library .
The number of images hosted on Flickr.

29. 95%
Companies using
LinkedIn to find
and attract
employees.

30. Welcome to
The World of
Socialomics

31. Reason #2
78% of people trust the
recommendations of
other consumers.
Nielsen “Trust in advertising” report
While only 14% of people
trust advertisements.

32. 14% VS. 78%
HMM…

33. The old communication model
was a monologue.

34. The new communication model
is a dialogue.

35. Only 18% of
TV ad campaigns
generate positive
ROI.

36. 90% of
people who
can skip TV
ads, do.

37. The average person is exposed to
3000 advertising messages/day

38. Reason #3
Social media ”is only
going to become
persuasive and as such,
become a critical factor
in the success or failure
of any business.”
Brian Solis, Social Media Manifesto

39. How many social media users
turn to social media when
making purchase decisions?
By listed product, service category, and frequency
Regularly turn to social media
Sometimes turn to social media

40. Tomorrow’s consumers are
today’s “digital natives”.

41. By 2010, Millennials/
Gen Y-ers will outnumber
Baby Boomers.
They already wield
$350 Billion/ year in
direct spending power.

42. Millennials spend
>16 hours/week
online.
96% of them have
joined a social network.

43. They have an average of
53 online friends.
Acquaintances Online Friends
51% 38%
Close Friends
11%

44. And they don’t care
about your Ads.
They care
what their
friends think.

45. Translation:
The train is leaving the station.
WITH or WITHOUT YOU.

46. How do I
get on
the train

55. Learn About
Your Audience
Who/Where are they?
What is their personality like?
How/Where do they consume?
How/Where do they engage?

56. The Importance of Words
Treat this part very seriously. It is a myth that successful
communication relies mainly on delivery style.
What you say is just as important as how you say it.

57. Certain words have great psychological impact on us. They
address our basic human desires and our emotional needs
and wants. They compel us to pay attention and take action.
Successful copywriters use certain words to add persuasive
power to their ads.

58. Description
Specificity can result from descriptive language.
Which dessert would get your attention faster?
Something described as “A sinful
combination of bourbon-soaked
vanilla beans and fresh raspberries
with a chocolate ganache surprise”.
Something described as
“Chocolate Dessert”.
Get your audience salivating

59. Clarity
Avoid vague, nebulous corporate-
speak. Nothing puts an audience
off more than uncommitted,
detached phrases.

60. Authenticity
Much of the language in corporations today is clichéd,
vague, and pretentious. When speaking, be concise,
clear, and authentic – get to the human side of language.

61. Call to action
If you end with a call to action, make it clear and specific.
Your audience should know exactly what they are called to
do and have reasons for taking that course of action.
Leave the participants with a memorable comment or
question that ties directly back to your main point.

62. Leave Them
Wanting More
Most messages should end in such a way that
participants are inclined to crave more information
you may share with them later. When appropriate,
leave the audience at a climax: promise that in a
future message you will provide additional useful
information. The human brain seeks closure.
Participants will be inclined to return to
something that has not been solved completely.

63. Choose your
channels
wisely

64. Use Your Channels
To Engage And Drive Traffic

65. Make
Social Media
Work for
Your Company

66. Social Marketing Compass

67. Who is
doing it
RIGHT?

68. Who is
doing it
RIGHT

69. By the end of 2009, Dell had
generated $6.5 million
in sales from Twitter alone.

70. Who is
doing it
RIGHT

71. On April 8th, 2008,
Frank Eliason set up
a Twitter account to
help Comcast users
in need.
Since then, Comcast
has helped over
150,000 customers
through Social Media.

72. Who is
doing it
RIGHT

73. Starbucks gave their consumers a voice

74. Resulting in over 50,000 product ideas

82. 360
Digital
Influence

83. What is social media?
People having conversations online.
Why social media?
A fundamental shift in the way we communicate.
How to implement?
Choice of words. Learn about audience. Channels.
Who is doing it right?
Dell. Comcast. Starbucks. Social media in China.

85. References
1. The Razorfish Social Influence Marketing Report
2. Research Micro Blogging Trend During World Cup, Sina.Inc
3. Brands and Social Media in China, Ogilvyone Worldwide
4. Power to the People – Social Media Tracker Wave 3
5. Social Media in Asia, 360 Digital Influence, Ogilvy Public Relations
6. Digital Actions and Their Effect on Advocacy, Consumer Insights Inc.
7. eMarketer, TechCrunch.com, Los Angeles Times, Knowledge Networks
8. Social media for business, Slideshare
9. What the f**k is social media, Slideshare
10. Before you open your mouth, Slideshare
Thank you
very much