1.
Influencing Brand Buzz
Influencing Brand Buzz
Presented by: Jerranna Cannady, The Stone Agency
Guest Speaker: Jason Weaver, Sway, Inc.

2.
Today’s Presenters
Jerranna Cannady Jason Weaver
Marketing Strategist CEO
The Stone Agency Sway, Inc.

3.
Presentation Overview
• Separating Hype vs. Reality
Separating Hype vs. Reality
• What is Social Media
• Benefits of Social Media
Benefits of Social Media
• Setting Expectations
• Budgeting
B d ti
• Tools and Techniques
• Getting Started
• Summary

4.
Separating Hype vs. Reality
• People have been talking in communities forever –
People have been talking in communities forever
technology is just a new enabler, flattening the world
• Social media is not a fad – apps can be
pp
• Social media is not taking over traditional media
however, more and more, this is where consumers
are and they expect you to be there too
• Social media is not about building your email
database and it’s not about transactions

5.
Social Media is About Connecting
“‘It appears Twitter
is playing an
important role at
i t t l t
a crucial time in
Iran. Could you
y
keep it going?’ ”
P.J. Crowley, the White House
P J Crowley the White House
assistant secretary of state for public
affairs to Twitter CEO requesting
postponement of a critical upgrade
scheduled earlier this week.

6.
Social Media Tools are Diverse
Its not about the
tools, of which
tools of which
there are many,
its about building
relationships.

7.
Social Media is Growing
Expenditures in social
media increased almost
media increased almost
61% from 2007 to 2008 –
from $650 million to
more than $1 billion.
Growth is expected to
h d
jump another 37% this
year ‐ $145 billion

8.
Web 2.0 Comparison
Banner Ads
Pay-per-click
SEO User G
U Generated M di
t d Media
Email Marketing Blogs
Affiliate Programs Podcasts
Mobile Phone
RSS
Online Video
Widgets
“Web 1.0 is about commerce, Web 2.0 is about people”
, p p
‐Ross Mayfield, co‐founder and CEO of Socialtext, Inc.

9.
Social Media Defined
“Social media describes the online technologies and
practices that people use to share content, opinions,
insights, experiences, perspectives, and media
themselves
themselves”
Wikipedia entry for “social media”
Social Media utilizes emerging Web 2.0 formats,
such as:
• Social Networking
• RSS Feeds
• Mobile Marketing
Mobile Marketing
• Podcasting

10.
The Power of Social Media is External
• Social media is a powerful way to
p y
interact with people online
• Your audience is already online
via external websites, social
i t l b it il
networks, and blogs.
• Your audience can be reached
through content that is relevant,
engaging and non‐disruptive to
their user experience.
theiruser experience
Social Media does not provide web traffic nor is it a tool to help build your email list.
p p y

11.
Phases of Social Media

12.
Social Media In Action

13.
Podcast Advertising
eMarketer expects podcast spend
will continue to climb.

14.
Widget Viewership

15.
Mobile Advertising
• Mobile will be used as a direct
bl ll b d d
response channel.
• Mobile devices are evolving with
features that allow marketers and
features that allow marketers and
advertisers to share marketing
messages with their target
audience.
• Emarketer f
E k t forecasts that in 2009
t th t i 2009
there will be 35.9 3G mobile phone
subscribers in U.S. who watch video
on their devices. And of this
number, 8.4 million will pay for
premium video content and 7
million will subscribe to a mobile
TV service.
TV service.

16.
Avoid Temptation
What You Are Tempted To Do What You Should Do
Develop a Facebook Fan Page and “friend” Take step back and see if your audience is on
people to your brand Facebook
Create a Twitter profile and begin micro Grow bigger ears for listening through Twitter
blogging about your product/service and see what is being said about your brand or
topics around it, determine how you can equip
your audience not sell them
“Seed” blogs Yikes! Not cool, ever. Product sampling and old
fashioned PR works great with bloggers.
Develop a presence on: Second Life Evaluate costs (animation, programming, etc.)
How can it be measured?
H i b d?
Launch a blog Consider putting existing content into RSS feeds
instead
Believe social media is free
social media is free Understand areas of cost consideration
Understand areas of cost consideration

17.
Social Media and Marketing Budgets
Social media and email
are the only two tactics
on which more
companies plan to
i l t
increase rather than
decrease in spending. In
all other online and
offline categories, the
number of companies
planning to reduce
spending exceeds the
spending exceeds the
number planning to
increase it.
Source: 2009 Social Benchmark
Guide, Marketing Sherpa

18.
Budget Consideration
Seldom is there zero cost in a social media campaign. Listed below
Seldom is there zero cost in a social media campaign Listed below
are pieces to consider when creating your social media program:
• Production costs (video, articles, images, etc)
• Media buying
• Hosting fees for serving content
• Fees from distribution/tracking tools

19.
Tangible vs. Intangible Measurements
Tangible: Intangible:
• Direct sales conversions • Increased brand awareness
• Number of leads captured • Positive brand influence
• E
Engaging dialogue with
i di l ith • R id l l
Residual sales
target audience

20.
Listening is Not a Strategy
Social media monitoring tools can
help you gain a deep understanding
on what is already being said about
on hat is alread being said abo t
your brand online.

21.
Getting Started: Social Media Map™
A Social Media Map™ is a research‐based plan for how to most effectively
target your customers in an online environment.
A Social Media Map will identify: “We have been thrilled
• Where your customers are spending with the quality of data
time online today
time online today mined and the
mined and the
• How these customers behave online discoveries made utilizing
the Social Media Mapping
• What motivates them
process. We have found
• What influences them g y
the research to be highly
• How to effectively engage them online accurate and trustworthy,
• What your competitors are doing with and have already begun
social media applying many of the
Tools used include:
Tools used include: insights uncovered in our
map.”
• Online surveys with the target audience
Jeb Reid, AmLabs
• Discussion board immersions
• Social media expert opinions and
interviews
• Internet trade resources and syndicated
research

22.
Shoutlet Social Media Communication
Platform
Shoutlet is a scalable, web-based,
hosted social media communication tool
that helps companies connect to their
audiences where they live online.
Shoutlet facilitates ll b ti in
Sh tl t f ilit t collaboration i creating,
ti
distributing, and tracking online
communication across engaging social
media formats, which include:
• Video
• RSS feeds
• Podcasts
• SMS mobile text messages
• Widgets
• Social email

23.
Shoutlet Real‐Time Social Media
Tracking
Shoutlet can distribute and track local regional
local,
and national campaigns.

24.
What Social Media Can Do For
Companies
Advanced media placement – Buying media placement strategically will create greater
impressions and promote “viral pass‐along” in ways traditional media cannot.
Sustainable engagement – One key benefit of social media is when online influencers
Sustainable engagement One key benefit of social media is when online influencers
continue to be engaged with your brand after the campaign or media spend has ended.
Non‐paid branding opportunities – Since social media provides a level of “viral”
engagement via widgets, web 2.0 email, and RSS readers, it’s possible that companies
could receive additional non‐paid impressions that will further their brand.
Feedback loop – Most campaigns involve engaging content that allow companies to
Feedback loop – Most campaigns involve engaging content that allow companies to
continuously adjust their messaging strategy until they find what works best for
communicating with their target audience.

25.
Summary
• Research and analysis
– Define your community
– Identify the key issues and interests
Identify the key issues and interests
– Listen to top bloggers discussing the issues and reader comments
– Find key social networks
• Map out your discussion strategy
– Define objectives and outcomes
– Identify marketplace value or expertise
Identify marketplace value or expertise
– Select social media platforms that fit your content

26.
Summary
• Active Engagement
– Evaluate your resources
– Participate on blogs and social networks
Participate on blogs and social networks
• Reporting and Evaluation
– Define success
– Select your measurement tools
– Continually analyze and refine

27.
Contact Information
Jerranna Cannady, Marketing Strategist
Jerranna Cannady Marketing Strategist
The Stone Agency
919.645.0780
jerrannac@thestoneagency.com
Twitter: @jerrannacan
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