6. Facts
• Nearly 45% of consumers surf
Facebook while watching TV.
SOURCE: SYNCAPSE, Increasing Campaign Effectiveness With Social Media, 2011
6
7. Facts
• 63% of companies using social media
say it has increased marketing
effectiveness—among other benefits.
• SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
7
8. Facts
• Social media was the leading
“emerging channel” for lead gen in
2010.
• SOURCE: UNISFAIR, MAY 25, 2010
8
9. Blogging Facts
• There are 152,000,000 blogs on the
Internet.
• Nearly 40% of US companies use blogs
for marketing purposes.
• Companies that blog have55% more
website visitors.
SOURCE: EMARKETER, AUGUST 2010
9
10. Facebook Facts
93% of US adult Internet users are on Facebook.
The average Facebook has
1 out of every8 Facebook user become the top
minutes online is spends>11 choice for social
spent on hours/month sign-in.
Facebook. on Facebook.
SOURCES: BUREAU OF LABOR STATISTICS, JUNE 2010 &
FACEBOOK PRESS ROOM, 2011
10
11. Impact on Brand Marketing
Traditional Media Social Media
Surveys, Focus Groups conducted Continuous, detailed feedback from
Market Research infrequently with limited numbers customers using online networks
Customers contributing
Product Development New products created by R&D
recommendations on a regular basis
One-way marketing from the brand; Customers expect brands to listen and
Customer Interaction two-way in store engage with them on a regular basis
Brand positioning created with agency Brand positioning created and shared
Brand Positioning and delivered to consumers with most engaged, loyal customers
Broadcast media with minimal Digital campaigns reach consumers in
Targeting targeting an entirely personalized manner
Campaigns created over a 6-month Campaigns constantly evaluated and
Creative plan evolved based on real-time data
11
12. A Framework for Leveraging Social Media
Immerse
Evaluate Reflect
Engage Define
SOURCE: Social Media, HBS, 2010
12
13. Why Some Brands are Reluctant to Use Social Media
Cost and Time
Knowledge Risk
Incentive Structure
Measurement
Loss of Control
13
14. Brand Considerations With Social Media
• Be prepared to hear negative feedback
• Are you willing to change your brand
based on consumer feedback?
• You must be committed to being authentic
and open
• Will brand advocates appear online and
stimulate positive conversations?
14
16. Dove and Social Media
• Dove’s Real Beauty/Evolution Campaign
– 13 million+ you tube views
• Dove’s Real Beauty/Evolution Parody
– 3 million+ you tube views
16
17. Social/New Media & Earned Media
• The Great Schlepp
• Air Force One
• BING/Decoded
17
INCREASING EFFECTIVENESS OF MARKETINGINCREASING CUSTOMER SATISFACTIONREDUCING MARKETING COSTSREDUCING SUPPORT COSTSREDUCING TIME TO MARKET FOR PRODUCTS/ SERVICESINCREASING PRODUCT/SERVICE INNOVATIONINCREASING REVENUE
SOCIAL MEDIA 74%VIRTUAL EVENTS 39%MOBILE 34%
The bottom line is that blogging is like sex. ! You can’t fake it. You can’t fake passion. You can’t fake wanting to engage with the public. If you do, it will ultimately be an unsatisfying experience for both the blogger and their readers.
FACEBOOK 35%GOOGLE31% YAHOO 13% TWITTER 7% WINDOWS LIVE 6%
Immerse: Invest sufficient time to learn the language and tools of social mediaReflect: Connect knowledge of social media with your organization’s strategyDefine: Set clear objectives for your social media strategyEngage: Create engaging content that generates excitement and buzzEvaluate: Determine measures of success, gauge progress and modify tactics
May require too many creatives and too much timeSenior managers are less familiar with new media and therefore eschew itTraditional ad agencies have a strong incentive to maintain the current fee structureGRP and click-thru rates are more comfortable measures than page views and engagementMarketers are accustomed to taking a top-down approach to brand positioning and fear losing control of their brands13
