Aaacvb Social Workshop1 051309

SOCIAL MEDIA
WORKSHOP

Session 1
“Socially Awkward”
05.13.09

Wednesday, May 13, 2009

Your Presenters
Ben Isenberg
Niki Rogers
Lane Douglas


Preliminaries
Entire slideshow
available as a
PDF download on
SlideShare.com
following this
seminar.
Details will be
provided at the
end.


“Collect All 3” Socially
Awkward
05.13.09

Today’s workshop is the ﬁrst of 3 Socially
Aware
over the next couple of months.
06.10.09
The workshops build upon one
another.
Socially
Active
07.08.09


QUESTION
“Does the social media
world make you
feel socially
awkward?”


Today’s Agenda
Introduction
Brand Overview
Establishing the
Landscape
Categorizing Social
Media
Case Studies


Brand Control


So, do you
think you can
“lock up” your
brand?


A Brand Built on Security

kryptonitelock.com

Kryptonite Compromised?


Source: Fortune (12/29/04), Technorati

Don’t Worry...
It’s Not Hopeless!


The Social
Landscape

Putting It All
In Perspective


The Big Players


Informational vs Interactive


Overwhelming!


A little cleanup...


... and a little more.


Perceived Beneﬁts


Social Networking Sites on Which U.S. Online
Retailers Maintain a Page (August 2008)
0 10 20 30 40

Facebook 32%

MySpace 27%

YouTube 26
%
Flickr 5%

Other 10%

Source: Internet Retailer, “Emerging Technology” conducted by Vovici Corporation

Where Does the Consumer
Search For Information?


Age of Visitors to:
Social Networking and Forums Sites The 25-55 y.o. age
group makes up
62% of the social
networking world
and constitutes
60% of the
traveling
community.
Social Networking and Forums Sites
Compared to Travel Industry


Household Income Visitors to:
Social Networking and Forums Sites Those making
between $30K and
$150K make up
60% of the social
networking world,
and constitute
!

75% of the
traveling
Social Networking and Forums Sites
community.
Compared to Travel Industry


The Viral Effect
Case Study 1: Travelistic
#quot;
!quot; !quot;#$%'$$'%()$%
:..$%(9-*$&'%(,% *quot;+$,%?)quot;&$%
;-9quot;'%-.+%0/&,-+'% /&-..quot;.2%-%(9quot;/%(,%
-%*quot;+$,%,.% ;-9quot;'
%
<9-*$"'=>%

$quot;
!quot;#$%"#$'%()$%*quot;+$,%
-%&,(%-.+%/0('%quot;(%,.%
)quot;'%1&,23%4(%quot;'%'$$.%15%
)quot;'%6788%+-quot;&5%
9$-+$9'%


BREAK


Social Categories

COMMUNITIES
Keep track of community events and
activities

Create and Join groups relevant to your
favorite interests

Mode of conversation providing users
with a way to keep in touch

Foster and grow relationships both
personally and professionally

Share media with online users in an
easily accessible way


PUBLISHING
Feed information to your own personal
dashboard from any RSS accessible page

Enhance traditional marketing
campaigns to through podcasts, blogs
and more

Great tools for education because they
keep you up-to-date on the latest news
and trends

Give ﬁrst hand accounts of your life or
business and alert users to your updates

Take the information with you no matter
where you go


Podcasting Trumps TV


MEDIA SHARING
Bookmark all of your favorite sites on
the internet

Upload view and share
simultaneously with other users on
the network

Store media in repositories for long
periods of time

Market your brand through online
media campaigns including brand
channels

Find the most frequently viewed
media and get in on recent trends


Reviews
Users are more likely to be objective in
their reviews online due to anonymity

Member rating/reward systems give
incentive for users to contribute often
and accurately

A business can tune into to what is
being said regarding products, services
and brand perceptions

Get advice from those who have “been
there, done that”

Find great deals and post them as you
ﬁnd them to return the favor


MESSAGING
Reach internet users almost instantly

Reduce costs of other methods of
communication like text messaging and
cell phone minutes

Easily network with other professionals
in your industry

Easily locate people by demographics
and psychographics such as interests,
values and opinions

As an organization you can listen in to
what others are saying about your brand


SPEED OF
COMMUNICATION

“There’s a plane in
the Hudson. I’m on
the ferry going to
pick up the people.
Crazy.”


CASE STUDIES

Obama Campaign

Source: Social Media 8


Online Dashboard



Obama Utilized Social
Obama gained 5 million supporters in other social
networks.

Obama maintained a proﬁle in more than 15 online
communities, including BlackPlanet, a MySpace for African
Americans, and Eons, a Facebook for baby boomers.

On Facebook, where about 3.2 million (during the campaign)
signed up as his supporters, a group called Students for
Barack Obama was created in July 2007.

It was so effective at energizing college-age voters that senior
aides made it an ofﬁcial part of the campaign the
following spring.

And Facebook users did vote: On Facebook's Election 2008
page, which listed an 800 number to call for voting problems,
more than 5.4 million users clicked on an “I Votedquot; button to
let their Facebook friends know that they made it to the polls



YouTube
Obama McCain
Videos 1,827 330

Views 120,479,084 25,995,773

Subscribers 149,258 28,343

Special features of Contribute to campaign via Google Find events; host events
YouTube page Checkout; link to YouTube page on
barackobama.com



FaceBook
Official Obama McCain

Members/Supporters in 5,066,446* 583.518*
largest group

Number of Wall posts 572,383 none

Special features of profile Videos, find out where to none
page** vote, register to vote

* Unofficial group ‘One Million for McCain/Palin’ has 200,251 members
Unofficial group ‘One Million Strong for Barack’ has 986,470 members

** Beyond basics like Posted Items, Events, Discussion, Wall posts

Data from February 4, 2009

Even Twitter



3.0 million contributors
6.5 million online donations
93% less than $100
$80 Average online donation
$500 million raised online



Will It Blend
George Wright, the marketing director for Blendtec, had no background in
consumer marketing before this event.

He visited the company's testing room and saw the guys blending 2x2 wood
pieces with the blender and thought, quot;People have to see this.quot;

First 5 videos cost $50 to create. The videos were picked up by Digg.com, and
scored 6 million views in the ﬁrst week. George Wright rushed to tell the CEO
who did not even know that YouTube existed.

The videos were picked up by VH1 and The Today Show. Then Jay Leno had
him on The Tonight Show.

Soon, the YouTube videos had been viewed 60 million times and sales, despite
the blender's $399 price tag, have been up by 20% ever since.


Text


Is This a Fad?
quot;There is no reason
anyone would want a
computer in their
home.quot;
Ken Olson
President/founder
Digital Equipment Corp., 1977

quot;I think there is a world
market for maybe ﬁve
computers.quot;
Thomas Watson
Chairman of IBM, 1943


QUESTIONS


Thank You!
Ben Isenberg
ben@vantagestrategy.com
twitter: bdisenberg

Lane Douglas To download the PDF of this
lane@vantagestrategy.com presentation, go to:
twitter: lanedouglas
http://gol.ly/aaacvb
Niki Rogers
niki@vantagestrategy.com
twitter: nikirogers

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