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104 190322 Bookclub-The Power of Real-Time Social Media Marketing

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104 190322 Bookclub-The Power of Real-Time Social Media Marketing

  2. 2. Baverly Macy Teri Thompson
  3. 3. The Now Lens CHAPTER 1
  4. 4. Let’s Consider Rp. 204 Juta RS. Omni internasional Alam Sutera #freeprita Rp. 825 Juta
  5. 5. Consumers are actively seeking education and information on exactly what is required to join the conversation and harness the potential of real-time social media marketing because the world has changed forever.
  6. 6. 420 M China Internet Network Information Center (CNNIC) 231 M 130 M 210 M
  7. 7. Giving the Indian consumer the ability to build a group via a regular text message, add participants and continue the conversation as a thread which all can participate in and see.
  8. 8. Keep in touch on Facebook or by texting on their mobile phones. these are true digital natives who view the world as having no borders, are fluid travelers, and arealways connected.
  9. 9. Consumers group together to create trends that can coalesce rapidly into unparalleled business opportunities.
  10. 10. What is the downside to all this real-time communication ? Brands’ messaging runs the risk of becoming blurred in the minds of consumers “I’ve seen something just like this but can’t remember where”
  11. 11. Real-time marketing is the execution of a thoughtful and strategic plan specifically designed to engage consumers on their terms via digital social technologies. Digital has become synonymous with immediate and the expectation of instantaneous content delivery
  12. 12. Consider chaos theory: “The theory of apparent randomness . . . whereby complex natural systems obey rules but are so sensitive that small initial changes can cause unexpected final results, thus giving an impression of randomness.”
  13. 13. The Way We Communica te Has Changed Forever... Why Now?
  14. 14. Questions that will be answered in this chapter include: •Why now? •What does it all mean? •Why is social media suddenly everywhere? A seismic shift is occurring in communications and content distribution. This chapter explores the forces that have created the perfect storm for a brand to break through the noise and rise to the top. Let’s learn why the use of social media is not a fad.
  15. 15. “The change we are witnessing is potentially the most significant since the invention of the printing press for the widespread distribution of information and knowledge among populations and will have an enormous impact in terms of encouraging discussion and debate, building philosophies, and starting movements.”
  16. 16. Have we stepped into a truly global, technological, changing, and connected future in which everyone can hear, talk to, and/or see one another in real-time free of location restrictions? YES We are more connected as a species as we have in any time in human history.
  17. 17. What about the downside? What about privacy, security, control?
  18. 18. Throughout history, when information becomes accessible to major segments of society that previously did not have it within their reach, extraordinary events occur. Barriers are broken Expression Opinions have global reach Movements for change Countries that allow access to unrestricted internet, Are no longer are bound by the lack of information & knowledge. Which has their pros & cons. Eritrea. North Korea, Saudi Arabia, Ethiopia, Azerbaijan, Vietnam, Iran, China, Myanmar, Cuba restrict access to internet. Also Indonesia in some instances - WHY ? Ask yourself.
  19. 19. But why right now? Why is social media suddenly everywhere? Is it because of tech advancements, low cost and availability? Goes a bit deeper than that. lets look back a bit first.
  20. 20. The Internet as most people know it, arrived in the mid 90s. It was still in its infancy, as a portal for information, primarily in text format. Computers were a rarity. Site devs required specialist skills. And so for the most part, it wasn’t entirely embraced. In the late 90s Hotmail arrived, it was revolutionary because it allowed people to access to email to suit personal and professional needs It was also offered as a free service… The origins of modern marketing.
  21. 21. Key Differences in generation Baby Boomers (46 to 64) didn’t grow up using the internet… Gen X benefited from both worlds (60s – 80s)… Millennia's grew up with the net. Each Gen factor has a profound effect on the psychological paradigm of society. Mainly between Baby Boomers and Millennia's. One being Millennia's are more at ease to share personal info (why the heck would you want to do that??) Gen X like to think themselves originators, While baby boomers are trying to keep up and being prime enablers
  22. 22. MySpace 2003 - MySpace was the first real platform for sharing content, including music, private data etc It showed us the internal desire for human conversation even if it took place in a virtual community. Specifically millennials
  23. 23. Facebook As Facebook became accessible to the general public... Because it was originally an internal system at University. Future visionaries stormed the gates because they saw the edges of its true benefit. Although it evolved into something much bigger. Due to security aspects, it became more attractive to adults. Until 2010 user perception was positive. Till they lowered their security – which caused a loss of users. And as of recent events… The loss of FB trust has become a massive issue.
  24. 24. Twitter Twitter became what Hotmail was in terms of creating a new paradigm. The sharing of conversations, photos, opinions, and news in virtual communities such as Twitter continues to move in an upward trajectory with no signs of diminishing.
  25. 25. ‘Part’ of the reason is that it is Gratis! Back in 2007–2010 there was a global recession. And as a mass, the idea of circumventing traditional means of communications like telephone... People logically took to using online free platforms. Why
  26. 26. Digital Natives, Technology, and Economics
  27. 27. A new global demographic has arrived en masse and has grown up with digital technology. - Digital Natives Millennials “have spent their entire lives using the Internet as an extension of themselves.” Digital Natives, Technology, and Economics
  28. 28. The key dynamic Generations growing up during the 70s – 90s were influenced by tv, radio and newspapers. They also lived in a world where they purchased hard copies of content, movies, music etc Millennials have grown in a world of soft copy content where it can all be downloaded or viewed in real-time. What’s more is due to the nature of the net and associated apps and devices. The ordinary person is part of the ever building world of content. People have access to web templates, music, video, broadcast, game software once only held by huge corporations. Now free. And viewable on free platforms like Youtube.
  29. 29. Baby Boomers They are considered the most intelligent generation. They are also in a position to facilitate as enablers. Meaning economically they have the means to buy their kids devices along with providing access to online technology. A large portion is also due to parents curiosity and desire to keep up with the times and to identify as originators… as with Gen x. And due to the ‘harsh’ realities of the world, parents want their kids to have access to mobile devices for varying security reasons. 911, school shootings… child predators… etc
  30. 30. The Net Generation’s key values and behaviours are as follows: • They prize freedom. • They want to customize things. • They enjoy collaboration. • They scrutinize everything. • They insist on integrity in institutions and corporations. • They want to have fun even at school or work. • They believe that speed in technology and everything else is normal. • They regard constant innovation as a fact of life.
  31. 31. Youth population bulge As mentioned before. The world currently has a youth population bulge. What does that mean… To give perspective India has 650 million youths.. under 30s. And as the nature of tech is global. And as online culture spills across nations, and the fact most consumer content is youth centrically obsessed. These factors go strongly towards where we are at today.
  32. 32. How savvy brands and their agencies are maximizing reach to this group is with a matrix of lifestyle and entertainment content. And Unlike any time in human history, Individuals, companies, and marketers have been handed the gift of real-time marketing tools at a fraction of the cost of traditional paid media. The missing link has been realized in the rise of new free social marketing and social technology platforms that enable dialogue among consumers, peers, and brands on a global scale.
  33. 33. What does it mean?
  34. 34. Businesses are gaining the reins on the system. There are endless opportunities for organizations in real-time social media. Social media, when connected to search marketing, content marketing, and public relations strategies, can help an organization boost search engine rankings, build relationships, convert leads to sales, reduce costs, and manage and strengthen the brand. It’s a win win for organizations. However, without a strategy, a half-hearted social media marketing attempt can do more harm than good.
  35. 35. Those who grasp the value of integrating social media with existing strategies and smart tactics will increase consumer and stakeholder interaction to great benefit. Here are some of the common misconceptions about real- time social media: • I can see how social media applies to products, but I do not think it applies to services. • I don’t have time to be on Facebook (Twitter, LinkedIn, YouTube, etc.) all day. • My company is too highly regulated. We will never be on social media. • This is just for kids.
  36. 36. Companies need to be aware of the dangers of not maintaining their online presence. Along with attending to negative communications. Unlike any time in history, the individual has access to potentially millions of people. So if they have a gripe. It could damage your brand, if not attended. Take Jet Blue founder and chief executive David Neeleman, he apologized for the horrific delays and customer inconvenience in an unprecedented mea culpa on YouTube. Just some examples of how an organisation can reach out on a personal level to try and appease the angry mass to improve their reputation.
  37. 37. Lastly we come to security and privacy. Back in the old days, using a credit card online was almost considered ridiculous. Nowadays it’s a norm We would never want to provide private information like address, phone number and certainly not private photos of our family… specifically kids to the public?? I mean why would you.. But again that thinking has changed dramatically. And now we have to deal with facial recognition apps, location apps.. And who know what else.. Ask Edward Snowden. The cultural norm of privacy has changed forever. Are we naive.. Or is it we just don’t care anymore.
  38. 38. Lets pray we never live through another world war 2 or Khmer Rouge regime.... where such info could be used against us.
  39. 39. Chapter 4 Real-Time Marketing Strategies lia s. Associates
  40. 40. lia s. Associates Traditionally, strategy is defined as the direction and approach an organization takes over the long term to meet the needs of the market and fulfill business expectations. Marketing strategy is an effort to market a product whether it is goods or services using certain plans and tactics so that the number of sales becomes high.
  41. 41. lia s. Associates Now the era is completely online, making it easier for us to reach consumers widely Hobbies can also be used as a business. One of the tips is our hobby of being a successful business with online promotion. Take advantage of internet technology for marketing and promoting our business and determine various internet marketing strategies to introduce products to internet users.
  42. 42. lia s. Associates What happens in the online social space mirrors what happens offline. When marketers approach social media as a viable business intel-ligence platformthey often get unexpected insights into consumer opinions and shared experiences. Social Media = Media that is Social
  43. 43. lia s. Associates The most successful marketing strategies are those that fully integrate a social component with traditional media in a targeted effort. Real-time marketing strategies are contingent on objectives. From building awareness, to recruiting top talent, to increasing sales. Thus, strategies vary with the objective and the target demo. Strategies to deliver on an objective then have to reflect the overarching brand strategy in order to be successful.
  44. 44. lia s. Associates Everyone is talking about the importance of finding the conversations that are taking place about the brand and determining what these con-sumers like by listening. That “something” or “conversation currency” will be different for everyone based on the objective. Strategies must be fine-tuned to allow for quick adjustments that are based on evolving conversation sentiment and activity. Remember that conversations are connecting people around the world in real-time. Conversation as Strategy
  45. 45. lia s. Associates Through the strategic use of real-time media, brands can effectively and efficiently leverage the power of individual con-sumers and their extended social networks— online and offline
  46. 46. lia s. Associates Porter’s Five Forces identified competitive influences that shape every single industry and market. It set the benchmark for how the companies that constitute those industries should view the competitive landscape. These forces help marketers analyze everything from the intensity of competition to the profitability and attractiveness of an industry. Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value. Competitive Strategy in Real-Time
  47. 47. lia s. Associates Sun Tzu emphasized the element of surprise # Be extremely subtle, even to the point of formlessness. Be extremely mysterious, even to the point of soundlessness. Thereby you can be the director of the opponent’s fate. • # The formation and procedure used by the military should not be divulged beforehand. • # Attack when they are unprepared; make your move when they do not expect it. social media and real-time communication. A handful saw it coming, but the fact is that most businesses are just waking up to the realization that something has shifted. Competitive Strategy in Real-Time
  48. 48. lia s. Associates Definitions of brand + “A brand is a promise.” + “A brand is a conversation.” + “A brand is a set of expectations.” Branding in real-time is a challenge to differentiate your product or company from the others through the gravitational pull of your brand, anytime, anywhere. a prominent, recognizable brand can drive revenue growth and mitigate competitive risk. Branding in Real-Time
  49. 49. lia s. Associates strategic areas every company needs to consider. 1.1. Real-Time Market Leadership 2.2. The Collaborative Enterprise 3.3. Social Technologies for Learning Platforms and Education New Strategic Considerations
  50. 50. lia s. Associates social media and real-time require companies to establish a different culture of communication to be effective The entire enterprise ecosystem is being affected by social and real- time technologies. In fact, because opening up social channels poten-tially affects multiple enterprise functions, companies are enlisting change management professionals to help them transform into real-time organizations. It necessitates answering questions such as: What is the scope of this new process? How many departments will be impacted? How many people will we need to hire? What is the time frame for the change? 1. Real-Time Market Leadership
  51. 51. lia s. Associates The operational function that owns social media will utilize the various listening tools that are available and respond to conversations, help solve problems, and engage with customers and prospects. This brings up a key decision that has to be reached early on: Where do social media and real-time live in the organization? Is this a marketing function? Or is it an extension of customer rela-tionship management, corporate communications, investor relations, or public relations? Once that is determined, the issue of who trains the organization on the value of the tools or sets policy will arise. 1. Real-Time Market Leadership
  52. 52. lia s. Associates The short answer to where social media lives in a company is yes to all of the above. It can start in any one of the divisions, depending on which one is the ripest point of entry. However, depends on: (1) the culture of the company (2) commitment from the highest executive levels to reeducate the workforce (3) the staff’s commitment to change. These three elements will determine whether the internal transfor- mation begins as an overall rebirth of the entire enterprise or starts one person, one department at a time. 1. Real-Time Market Leadership
  53. 53. lia s. Associates The long answer is Because social media require authenticity and transparency, the primary social functions cannot be outsourced. It really requires the core voice from within the company. Ultimately, learning needs to be absorbed internally Once real-time social media has been placed within a company with positive results, the process tends to spread to other divisions naturally. 1. Real-Time Market Leadership
  54. 54. lia s. Associates Creating an enterprise that is collaborative and finding internal com- munication platforms for project and team work has been an expressed priority for most businesses. Social media and real-time tools that enable content consisting of text, maps, video, photos, files, and more are making their way into enterprises and are affecting employee effectiveness and efficiency as well as transforming the face of the enterprise. 2. The Collaborative Enterprise
  55. 55. lia s. Associates Enter real-time search engines that index and deliver social media content and activity within minutes or even seconds. Headline news, natural calamities, rescue efforts, current events, and programs are all examples of what real-time search tracks. Real-time search is emerging as the best new listening tool to learn what consumers are saying about a brand or product right now. It’s also imperative that brands be in the social media mix to be indexed in real-time by the search engines. 3. Real-Time Search
  56. 56. lia s. Associates The implications of social media and real-time search delivering all types of information for business are profound. allowing companies to capitalize on just-in-time marketing and social customer relationship management opportunities as never before around the world.
  57. 57. lia s. Associates it is imperative for all organizations—commercial, nonprofit, government agencies, small business—to provide education and training to employees and senior staff on social media so that they can gain proficiency on the platforms and awareness of how tools will affect business positively. It is also critical to make sure that all associates understand the com- pany’s social media policy. 3. Social Technologies for Learning Platforms and Education
  58. 58. lia s. Associates In addition to presenting the broader overview of real-time marketing strategies, this section answers ever-present questions about the how and what of real-time marketing strategy. What do we do first? How do we do it? Here are some proven tactics that work. A.A. Get Educated B.B. Get Practical C.C. Set Objectives D.D. Traditional and Social Media Layering Getting Started
  59. 59. lia s. Associates 1. Attend seminars and Webinars and schedule executive training for your senior teams. 2. Find consultants who can help take your company into this new world with solid business practices and procedures. 3. Seek the experience of experts and your peers. Get Educated
  60. 60. lia s. Associates 1. listening as research. 2. Conduct your internal technology and brand audit. Understand your internal and external technology habits and proficiency. 3. When possible, get employees together in an informal atmosphere for the technology and brand survey. A.Get Practical
  61. 61. lia s. Associates The employee survey should include the following, at a minimum: a. Do you use the Internet to search for information? b. Have you ever commented on an article or blog? c. Do you have a blog? d. Do you have a social media profile on LinkedIn, Facebook, or Twitter? e. Have you ever watched a video on YouTube? f. Do you watch video on your phone? g. Do you play online video games with multiple users? h. Have you ever commented on a forum or chat room? i. Have you ever posted any photos to Flickr? • A.Get Practical
  62. 62. lia s. Associates After assembling the real-time social marketing team and your target consumer’s social profile, determine the company’s overall objective. Set Objectives Is it to build brand awareness, start having a voice in social media, or sell products or services? Listen to what interests your customers and then consider what kind of events or topics they would like that could generate conversation about your business.
  63. 63. lia s. Associates the best real-time marketing strategy is covering traditional and social media layers in targeted efforts Traditional and Social Media Layering
  64. 64. lia s. Associates Mark Zuckerberg's quote “working it out in real-time” Lessons Learned: Fail Fast and Fail Forward Enables a company to fail fast and move forward quickly. The idea is to move forward and move on. Social technology resources are so inexpensive that companies can take more risks, fail fast, and recuperate even faster. The bottom line here is to do something, even if it fails at first. Do not be a poser talking a good social media game but not really being engaged.
  65. 65. lia s. Associates The power of real-time marketing lies in its immediacy to listen and respond. It is also the most granular and cost-efficient way to reach cus-tomers.
  66. 66. THANK YOU lia s.

Notas do Editor

  • Baverly Macy >>> CEO and cofounder Gravity SummitTeri Thompson >>> Creative director Gravity Summit
  • Prita Mulyasari >> kasus pencemaran nama baik melalui email
    Per tanggal 21 desember 2019 terkumpul Rp825.728.550
  • consumers are actively seeking education and
    information on exactly what is required to join the conversation and
    harness the potential of real-time social media marketing because the
    world has changed forever.
    These two elements—real-time and social media platforms—deliver information
    faster than television or radio, with a broader reach and at dizzying
  • Marketers
    now have the ability to target consumers with laser accuracy and link
    them to a brand with relevant and ongoing dialogue on platforms such
    as blogs, Facebook, Twitter, LinkedIn, Flickr, and YouTube.
  • According to the U.S. Census Bureau’s Interactive International
    Data Map, 52 percent of the world’s population was under age 30 in
    2010. These global digital natives are mobile, socially networked,
    and live fluidly in real-time
    Consumers want directions now, search now, movie
    reviews now, personalized news now, sports scores now. People want
    it on their screen of choice—the TV, computer, smartphone, iPad, or
    Xbox—to share with friends, fans, and followers now.
    Consumers are
    creating or clamoring for content that is personalized, sharable, and
    available anytime, anyplace, anywhere.
  • Chinese instant messaging service
    QQ and Renren
    In China 2010
    420 juta pengguna internet dengan tingkat penetrasi 25%
    In USA 2010
    222,150,226 Juta pengguna internet dengan tingkat penetrasi 80%
    420 pengguna internet
    231 blogger
    130 bulletin board user
    120 social network user
    consumers are even organizing themselves
    for group purchasing discounts and online/offline protests against
    poor customer service. The phenomena of the brand/consumer
    relationship that’s just beginning to happen in the West has been
    happening in China for years
  • Hi5 more popular social media in Africa
    Daily motion more popular than youtube
    Gilles Bouhoyi from congo
    founder and CEO of Phoenix Asset Management,
    a Los Angeles–based firm with a satellite office in New York
    Venicia guinot from congo
    “Continent Noir”
    Within two years, she created an organization of the same name aimed
    at fighting poverty and promoting development in poor communities
    across Africa
    Still, much of the energy of social media in Africa is largely
    focused on politics
  • India has over 1 billion people
    42% below poverty line
    58% ynamic, young, educated, multi-lingual, talented workforce
    Social media uses
    Orkut google social netwok platform
    Hi5 social media
    MSN online message
    AIM instan messenger
    The IPL (Indian Premiere League) of cricket has been a phenomenal
    success and its players, team owners and the governing
    body have done a wonderful job of connecting with the common
    man on player selection decisions, venues, and updates on times.
  • Even before the Internet, Latinos have been intensely socially connected.
    For centuries, the Plaza or Zocalo was the place where
    people congregated to connect with their community. It’s part of
    who we are historically.
    Hispanics are less engaged with Twitter
    because the platform doesn’t offer the possibility of dialogue nor
    of more direct group interaction.
  • (1) nonlinearity, (2) system
    states, and (3) how things are ordered when they emerge from chaos.
    In real-time social media, a small bit (140 characters) that was dispersed
    in a nonlinear fashion (Twitter) appeared random but emerged
    as an organized $33 million-plus American Red Cross fund for Haitian
    earthquake victims. That is stunning.
  • And if harnessed by future minded businesses. Can be a powerful means connecting consumers with their brands on a low cost platform
  • We are more connected as a species as we have in any time in human history.
  • Some of the most obvious pros and cons of this situation is people are becoming less social. And we are starting to become concerned with the ramifications of security.. And the nature of the net is that information will exists potentially forever.
  • The internet is essentially the most important invention in mankind's history. It is the first time in history where the whole planet has access to a library of information that is almost beyond comprehension. Problem is such information is being filtered by varying oppressive nations. Or nanny states.
  • The obvious reason would be cost. Its essentially free.. If you ignore the bombardment of advertising.. but it goes a little deeper. Based on generational paradigms. Culture. Economics… etc
  • People were starting to explore the possibilities of the web during the mid 90s. For the most part it was just textual based sites. Or badly designed web portals. But more importantly the concept of email being accessible via the web. Was groundbreaking. Not to mention it was free
  • Generational thinking... Baby boomers are in a position to financially enable their kids to have access to all kinds of devices they never had. Including Gen x. Gen Partly grew with the net phenomena and feel as originators.. Where as millennials they grew up with all this tech.. And have become accustomed to the idea of having a need to connect. And frankly perhaps they are less intelligent statistically speaking, they are more willing to provide data online intelligent people wouldn't..
  • Technology provided a platform for open communication by way of personal Web sites in real-time, and Millennials embraced it.
  • The fascination with Facebook is another example – the difference being is they held more security aspects – making it more attractive to adults.
    altered millions of opinions about what it means to be in a digital community.
  • The irony though, in some countries like Australia. They are slow to accept the concept. Still stuck in the paradigm of personalized communication i.e using a phone call. Only in the last few years have people started using WA, Skype etc…. Reason: they feel its rude
  • But in reality the main reason is demographics… the fact the world is having a youth bulge. And that the world is youth centric in most things. Products targeting youth markets etc
    This demographic are know as digital natives.
  • Essentiallly we are entering a world where we don’t need clutter.. Its easy and efficient to find data, products online.
    Unlike previous generations.
    We want instant gratification. And not be cluttered by it all.
    Just recently, Google is soon to release a console less game system.
    The future is allowing us to have instant gratification without the clutter.
    The concept of physical ownership of content is becoming something of the past.
  • But how did theses youth get introduced.. Parents. They have the money.. They want to adapt.
    They also provide kids with mobiles because of the fear factors of todays climate.. Real or not.
    Another factor for parents providing mobile tech is due to the climate of this era. Dangers . They want their kids to be able to contact if they are in trouble. Ever since the world changed after the 911 attacks.. School shootings as prevalence of child predators..
  • Essential behaviors of Millennials – if anyone has ever spent time on fb, in the last 5 years, we can see a massive migration of global opinion is directed by public opinion.. We have had movements like #metoo… etc
  • Youth today live lifestyles that are shared across the world.. Sex in the city lifestyle
    They also learn and work globally. Be it Sydney or London. Which fit in the American idol category.
  • It hasn’t just been a fun and games, agencies have started to realize the benefits of this new age of technology. And are targeting the right audiences, not only by content, but by allowing their audience drive, create and connect.
    Before, advertisers used traditional means, which also during the 90s.. Many compannies even till 2003+ companies where suspicious of the need for websites.. Since their thinking was purely in the form of a brochure.. Took many years for companies to grasp the marketing power. Even today..
  • Brilliant companies like FB, Youtube, google etc have a powerful grasp on what and how they can target consumers. They are also largely responsible for the current paradigm in which we live.
    In the old days we had telegram. Which at the time was ground breaking due to its speed. Companies nowadays are taking advantage of real-time data, to manage information, to streamline marketing opportunities to develop communities and connections with the audience.
    Some companies have tossed up a Facebook page or a Twitter account and handed the task off to an intern. This is not only foolish but potentially dangerous
  • For years it amazed me how so many companies fought so hard not to understand the value of the net.
  • Companies need to be reminded just hw easy it is for brands to be damanged if they don’t manage their online complaints.
  • We are now coming into the age where we are reassessing just what kind of information we share is appropriate. And the way in which it affects society. Not jst privacy but facts. As seen in the current climate… trump elections, fake news etc
  • Need to be careful of the net.. Info stays forever. And the world isn’t all roses