Staying Alfoat in Social Media
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PRESENTATION: Staying Afloat in the Blue Ocean Waters of Social Media WHO/WHERE/WHEN: Custom Publishing Conference Ft. Lauderdale, FL – March 23, 2009 DESCRIPTION The Social Media waters can be treacherous. Many companies have capsized trying to capitalize on participating in this online customer-driven channel. Learn as John Moore, respected marketer and blogger, shares strategic advice on how any business can successfully navigate the Social Media waters by embracing and enlivening the consumer-driven online conversation. PRESENTER: John Moore, marketingologist Brand Autopsy Marketing Practice www.BrandAutopsy.com
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Staying Alfoat in Social Media
- 1. SOURCE: http://flickr.com/photos/konaboy/176460812/ Staying Afloat in Social Media John Moore
- 7. “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in social networking sites like Facebook.” Charlene Li & Josh Bernoff GROUNDSWELL (2008)
- 8. “These are all elements of a social phenomenon— the groundswell — that has created a permanent, long-lasting shift in the way the world works.” Charlene Li & Josh Bernoff GROUNDSWELL (2008)
- 11. The Internet is an extension of your marketing dept.
- 12. Creating a “World Wide Rave” is about spreading ideas and having other people tell your stories. David Scott
- 15. Social Media Websites that encourage its readers to post content
- 16. Social Media Helps businesses grow in salience and sales
- 18. The smaller you are, the bigger The bigger you must you are, LOOK. the smaller you must GET.
- 19. Small businesses can look bigger and big businesses can get smaller
- 22. nearly 500 Zappos employees actively use Twitter
- 23. $1B in sales (2008) 9.0M purchasing customers 38% purchased in past year 75% are returning customers* * they spend 30% more SOURCES: http://en.wikipedia.org/wiki/Zappos & http://www.slideshare.net/zappos/zappos-womma-111308-presentation
- 24. “Twitter is … a great way for employees and customers to see that we are real people, and it makes the relationship a lot more personal, which is what we ultimately want people to feel about the Zappos brand.” Tony Hsieh ceo, Zappos SOURCE: http://www.inquisitr.com/2694/twitter-marketing-an-interview-with-zappos-ceo-tony-hsieh/
- 25. “Our #1 priority as a company is our company culture. We believe if we get the culture right, most of the other stuff, like great customer service, will fall into place on its own.” Tony Hsieh ceo, Zappos SOURCE: http://www.inquisitr.com/2694/twitter-marketing-an-interview-with-zappos-ceo-tony-hsieh/
- 32. >> SHIFT PERSPECTIVE << Go from being a Creator to an Enabler. Kate Thorp
- 34. “Listening is a highly underrated marketing strategy.” Leslie Forde
- 35. Conversation requires listening & responding.
- 40. 1 2 3 4 5 More than One Ocean
- 41. If you hide the truth, someone will find the truth.
- 45. It’s about progress, not perfection.
- 48. John Mackey posted over 1,300 messages in the Yahoo! financial boards from 1999 to mid-2006. In these messages, Mackey hid behind an alias (“rahodeb”) and trumpeted Whole Foods while trashing Wild Oats.
- 49. What gets measured, gets manufactured.
- 52. Buzz doesn’t create evangelists. Evangelists create buzz.
- 60. Being “agnostic” about the media platform. Kelley Woodland
- 62. “In the end, we may be in love with books, but it’s words that have truly won our hearts.” Jeff Gomez PRINT IS DEAD (2007)
- 63. “It’s words that whisper into our ear and transform us, that make us believe in other worlds or new emotions we didn’t know existed.” Jeff Gomez PRINT IS DEAD (2007)
- 64. “It’s words that keep us company in those planes, on subways trains, or our comfy couches.” Jeff Gomez PRINT IS DEAD (2007)
- 65. “It’s words, not books, paper, papyrus, or vellum pages that transform our lives.” Jeff Gomez PRINT IS DEAD (2007)
- 68. SOURCE: http://flickr.com/photos/konaboy/176460812/ Staying Afloat in Social Media John Moore
- 69. Questions?