Social Media

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

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

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

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

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

THE R.O.I. EQUATION
Investment Expectation of return

Return On Investment
Digital Digital
Sale W.O.M. Recognition More Sales
Action Interaction
Return On Interaction + Return On Influence
A more realistic way to access
value

Now, social media is…

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

Social media is the on going
conversation of the planet.”

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

Social Media
Tools
(just to name a few)

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

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

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

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

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

Why Social Media?

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

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

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

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

Today
people are connected

500M

4 Billion.
That’s13x more than the National Library .
The number of images hosted on Flickr.

95%
Companies using
LinkedIn to find
and attract
employees.

Welcome to
The World of
Socialnomics

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

14% VS. 78%
HMM…

The old communication model
was a monologue.

The new communication model
is a dialogue.

Only18% of
TV ad campaigns
generate positive
ROI.

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

The average person is exposed to
3000 advertising messages/day

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

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

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

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

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

They have an average of
120 online friends.
Acquaintances
Online Friends
51%
38%

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

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

How do I
get on
the train

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

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.

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.

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”.
Somethingdescribed as
“ChocolateDessert”.
Get your audience salivating

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

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.

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.

Leave Them
Wanting More
Most messages should end in such away 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.

Choose your
channels
wisely

Use Your Channels
To Engage And Drive Traffic

Make
Social Media
Work for
Your Company

Who is
doing it
RIGHT?

doing it
RIGHT

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

doing it
RIGHT

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.

is
doing it
RIGHT

Starbucks gave their consumers a voice

Resulting in over 50,000 product ideas

360
Digital
Influence

Bust the Myth
“Social Media Activities” are only effective for direct
to consumer marketing
WRONG
Social media is
very influential and imperative for
B2B companies, as well!!
75

People do
business with
PEOPLE

B2B in Social Media
•Humanize your company
•Grow your digital footprint
•Become a trusted advisor

93% of social media users
believe a company or a brand
should have presence on social media
85% believe a company should go
further than just having a presence
Source : Cone Business Social Media Study 2008

“For companies, resistance to social media is futile.
Millions of people are creating content for the social
web. Your competitors are already there. Your
customers have been there for a long time. If your
business isn’t putting itself out there, it ought to be.”
Business Week Feb. 19, 2009
79

CASE STUDY

Financial Advisor “Fergus”
Financial Advisors’ Use of Social Media
Social media is game-changing…
it is an intelligence source that
allows you to track unobserved, and for free,
the movements of people in your network.
- Kip Gregory
Author of “Winning Clients in a Wired World”

Social Media Use

Despite regulatory impediments,
Financial services professionals are using
social media to network and gain
business.

“Reconnected with old friends who were looking for
my type of expertise.”
“Referral of a client to another friend who
looked me up through Facebook.”
“Discussion and referrals for speaking engagements.”
“Introduce from one client to a prospect through Facebook.”
“Social media has lead to greater awareness
about me/my capabilities.”
“I feel that any time a client can see what you have done, who
you know and what you are doing. They can build a better
relationship with you.”
Source : Ledermark Social Media Survey March 2010

CASE STUDY

Meet Rick Bakas
1st Director of Social Media in the wine biz.
New Media sherpa, certified sommelier,
Adviser/Coach for @BakasMedia, author of Quick Bites.

Rick has 50,330 followers alone
on Twitter
Routinely has Twitter wine tastings for St. Supery
88

Why does this matter?
As a consumer in a wine store, wine labels
jump out based on things people recognize.
If someone is shopping and not sure
what they want but recognize St. Supery
from Twitter, chances are they will buy a
wine from that vineyard.
89

Social Wine Stats
Some key statistics that we have found:
• 700,000 people watch wine related videos each
month.
•Over 7000 wine tweets/ day
•Over 1300 wine bloggers
•The wine experience has become portable with over
300 iPhone apps.
Although data on aggregate wine sales as a
result of social media activity is limited,
significant new behaviors such as
#winewednesdays on Twitter, and virtual
tastings have had an impact on wine sales,
and word of mouth 90

And, YES…
There is more to learn every day…
Just as your 12-year-old…
www.edmodo.com

www.edmodo.com
A free, secure, social learning platform
for teachers, students, parents, schools
and districts.

Confused? RECA
P

Social Networks
•Facebook.com
•LinkedIn.com
•Twitter.com
•Bebo.com
•Myspace.com
•Last.FM
•Orkut.com
•Meetup.com
94

B2B Social Networks
•LinkedIn.com
•Ecademy.com
•SlideShare.net
•Ryze.com
•Xing.com
•Yammer.com
•Plaxo.com
•NetworkingforProfessionals.com
95

Video Sites
•YouTube.com
•Ustream.com
•Hulu.com
•Vimeo.com
•Blip.tv
96

Blog Platforms
•Blogger.com
•Tumblr.com
•Wordpress.com
•Posterous.com
•Wordpress.org
97

QA

References
1. The Razorfish Social Influence Marketing Report
2. Research Micro Blogging Trend During World Cup,Sina.Inc
3. Brands and Social Media, 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,LosAngelesTimes,KnowledgeNetworks
8. Social media for business, Slideshare
9. What the f**k is social media, Slideshare
10. Before you open your mouth, Slideshare
Thank You