How Leading Brands are Unleashing the Power of Social Media

Harnessing Influence How Savvy Brands are Unleashing the New Power of Blogs and Social Media February 28, 2008

Introducing the Presenter Jim Nail Chief Strategy & Marketing Officer TNS Media Intelligence/Cymfony

Influence 2.0 TM Webinar Series ,[object Object],[object Object],[object Object]

How Savvy Brands are Unleashing the Power of Social Media Consumers are now controlling brands in social media, but has the business world adapted? Has the business world figured out how to use blogs, discussion boards, social networks and video sites? What roles do social media have in marketing strategy? TNS asked marketing executives from large companies located in four countries around the world to discuss the current state and future direction of social media in their business

About the Study ,[object Object],[object Object],[object Object],[object Object]

Integration with TNS Around the World TNS Media Intelligence Cymfony TNS Canadian Facts TNS Media Intelligence France TNS UK TNS Global

Social Media is Not a Passing Fad ,[object Object]

Social Media Will Continue to be Important ,[object Object],Very significant Some significance Little significance 56% 39% 0%

Social Media Will Continue to be Important Johnson & Johnson “ Social media is just the beginning of a much more significant shift in how people gather and use information. I don’t think this fundamental shift has been fully appreciated.”

What TNS Says… ,[object Object],[object Object],[object Object]

It’s Greatest Potential is for Gaining Consumer Insights ,[object Object]

It’s Greatest Potential is for Gaining Consumer Insights Suzuki “ You have to listen to your customers and social media is no more than a bulletin board for the voice of the customer. If you don’t listen to your customer, you don’t win.”

Future Impact is with Gaining Insights and Viral Marketing ,[object Object]

Future Impact is with Gaining Insights and Viral Marketing Abbott Laboratories “ Now you are getting to a point where audiences are looking for communication resources that are specific to their interests so it is harder to reach them traditionally. You can still connect with them through social media and viral marketing”

What Separates Early Adopters from the More Cautious? ,[object Object],[object Object],[object Object]

What TNS Says… ,[object Object],[object Object],[object Object],[object Object]

Most Companies are at the Experimentation Stage ,[object Object]

Most Companies are at the Experimentation Stage Hewlett-Packard I think that getting a deep understanding of the social media can only be possible through personal experimentation.

Blogger Relations are Key to a Successful Product Launch ,[object Object]

What TNS Says… ,[object Object],[object Object]

Social Media’s Immaturity is a Barrier to Acceptance ,[object Object]

Sr. Management is Holding the “Wait-and-Sees” Back ,[object Object],19% 27% 13% 14% 20% 24% 5% 19% 19% 0% 0% 13% 20% 7% Revolutionaries Wait-and-Sees

Social Media’s Immaturity is a Barrier to Acceptance Hyundai “ I think we need to get the staff to go ahead and actually engage into this new avenue. There has to be an understanding of what to go ahead and act on. That just comes from experience.”

Marketing Agencies are Lagging Client Needs GlaxoSmithKline “ They’re not doing a very good job at all. At the moment most agencies still view social media tools as just another vehicle for driving their messages.” ,[object Object]

Marketing Agencies are Lagging Client Needs GlaxoSmithKline “ They’re not doing a very good job at all. At the moment most agencies still view social media tools as just another vehicle for driving their messages.” ,[object Object],Suzuki “ The existing marketing partners do not understand the ins and outs of the social media space. They can do more harm than good if they apply old models.”

Marketing Agencies are Lagging Client Needs GlaxoSmithKline “ They’re not doing a very good job at all. At the moment most agencies still view social media tools as just another vehicle for driving their messages.” ,[object Object],Suzuki “ The existing marketing partners do not understand the ins and outs of the social media space. They can do more harm than good if they apply old models.” Hewlett-Packard “ I think they are somewhat helping. But they need to show how social media has helped them further their own agenda. So if an ad agency comes to me, I’d ask if they have their own page on a social network site? Are they posting videos on YouTube? Do they have their own blog? And how has it helped them in their own business?”

Defining an Executive Job Function for Social Media Head of Social Media Director of Consumer Generated Media Head of Online Brand Equity Consumer Insights Manager Director of Social Media Director of Social Media Analysis Voice of the Customer Director of Social Networking Head of Interactive Content ,[object Object],Director of Online Customer Relations Chief Networking Officer Director of Social Marketing Chief Relationship Officer Marketing Director Emerging Media Chief Media Officer Social Media Officer Manager of Online Contact User Created Content Guru Suggested Job Titles:

Defining an Executive Job Function for Social Media NYC and Company “ The title should have something that speaks to the interactivity, the social networking component, and the content of the editorial pieces. The thing that is important here is that this new media is not one dimensional like a television ad.”

Key Takeaways ,[object Object],[object Object],[object Object]

Keep the Discussion Going Learn from the “ Best-in-Class” Free webinar on how the best generate business results from social media Register Today! www.Cymfony.com Join the Discussion Discuss these issues with others from around the world on our new Facebook group Join Today! www.SocialMediaInBusiness.com

How Leading Brands are Unleashing the Power of Social Media

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