14. Different stages in which brands leverage social media Influence Integrate Interact Interest Basic benchmarking, auditing and listening to conversation about your brand, customers & products Melding social into your overall marketing program Engaging with fans, followers, press, analysts and critics Ignore No longer an option Leveraging communities of interest
20. News at the Speed of Social Media 3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile New York Times broke the news at 3:48 pm and didn’t post to the frontpage until 4:00 pm Page 14
21. Theme 2 – Marketing Budgets are Integrating Social
22. Theme 2 – Marketing Budgets are Integrating Social
23. Theme 3 – Levels of Effort /Effectiveness are Different by Channel
26. Like Any Program, You Need a “ROAD” Map for Social Strategy Marketing Sherpa, 2010
27. Moving up the Social Marketing Stack The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand Influence Integrate Melding social into your overall marketing program Interact Enagaging with fans, followers, press, analysts and critics Interest Basic benchmarking, auditing and listening to conversation about your brand, customers & products Ignore Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors
30. Before You Get Started – Know WOMMA’s Rules www.womma.org It’s all about the Honesty ROI. Ethical word of mouth marketers always strive for transparency and honesty in all communications with consumers, with advocates, and with those people who advocates speak to on behalf of a product.* Honesty of Relationship – you say who you’re speaking for* Honesty of Opinion – you say what you truly believe; you never shill* Honesty of Identity – you say who you are; you never falsify your identity
40. Awareness – Blendtec:WillItBlend on YouTube 8.7 MILLION Views 12,233 Comments Favorited 9,000 Times And they have 64 other videos! Close to 100 million more views #24 - Most Subscribed (All Time) #14 - Most Subscribed (All Time) – Directors #38 - Most Viewed (All Time) Page 34
52. A provocative new Web video campaign (warning: may be a bit nauseating) on behalf of Greenpeace's U.K. arm targeted the food manufacturer as a threat to the livelihoods of orangutans, and according to Greenpeace, Nestle lobbied to have the video removed from YouTube, citing a copyright complaint.
53. Greenpeace supporters--whom the activist group had encouraged to change their Facebook profile photos to anti-Nestle slogans that often incorporated one or more of the company's food logos--started posting to the Nestle fan page en masse.
54.
55. “Hey PR moron. Thanks you are doing a far better job than we could ever achieve in destroying your brand,"
56. "It's not OK for people to use altered versions of your logos, but it's OK for you to alter the face of Indonesian rainforests? Wow!“
57. "I like some Nestle products so I qualify as a 'fan.' I would like Nestle to make them even better by removing palm oil. I would like to enjoy my Kit-Kats without feeling responsible for rainforest destruction and orangutan deaths."
58. Comments from a decent handful of Nestle supporters were drowned out.
74. Best Practices for Company Blogging Tip #1. Recruit multiple bloggers Effective blogs are updated frequently. But many small marketing teams struggle to find the time to continually feed the beast. Having multiple contributors ensures your blog will be a compilation of multiple viewpoints and relevant expertise that attracts a variety of readers. Tip Tip #2. Enforce regular posting Maintaining a consistent schedule is essential to a successful blogging strategy. Get the CEO on board. Tip #3. Share metrics and reward success Run internal contests to single out the blogger whose post was shared the most. Shares the metrics from the team’s blogging and social efforts to show the rest of the company how important their contributions are. Source: Marketing Sherpa
80. After 20 days, a YouTube video has had 75% of its total views.
81. That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its viewshttp://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1
82.
83. It's all about the dialogue. Be aware of and harness comments, ratings, and the cycle of video responses, remixes, and mashups.
84. Ideas come from everywhere. Lee Clow, chairman and chief creative officer, TBWA - Having consumers create commercials "is part of this brave new world we live in."
85. Find the talent and use it. YouTube has well-established video stars, with built-in audiences. Carl's Jr. successfully teamed up with popular YouTube personality iJustine, instantly accessing her over 150,000 subscribers.
86. Tools exist. Use them. "Featured videos" garner far more traffic in shorter time. And buying supporting media can help your content reach and grow its audience.
103. Foursquare Tutorial Copyright Flair Media on Slideshare: http://www.slideshare.net/KarynCooks/jumping-in-to-foursquare-reviewing-locationbased-platforms-for-business
104. Gowalla Great case study on Gowalla written by Vayner Media http://www.slideshare.net/guest43ee0f/early-proofthatgeolocationmarketingwillsucceed
114. Management Bios Xavier Jimenez Integrated Marketing Research & Ideation Prior to co-founding social3i Xavier was Principal and Analytics Practice Head at social media agency Spring Creek Group in Seattle Washington. Xavier has worked with Fortune 500 brands like ubid.com, RealNetworks, American Greetings, T-Mobile and Microsoft to deliver deep consumer insights using emerging media measurement technologies. As chief social intelligence strategist, Xavier is tasked with qualifying and transforming raw data from online video, mobile advertising, widgets, blogs, social networks, and other user generated content into deep customer intelligence. Twitter: @xjimenezLinkedin: Add Xavier to your networkE-mail: xavier@social3i.com Andy Boyer Integrated Marketing Strategy & Planning Andy Boyer was a Principal at social media agency Spring Creek Group from 2007-2010, leading client campaigns inside Microsoft and other companies, developing short and long term social media strategies, and recruiting a team of Engagement Leads and Community Managers. His previous experience is highlighted by six years in e-commerce marketing at streaming media pioneer RealNetworks from 1996-2002. As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts. Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: andy@social3i.com
115. Thank You Web: http://www.social3i.com Blog: http://social3i.blogspot.com Twitter: @social3i