blogsimplified.com » C

Social Media and Marketing: Evolution or Revolution

admin — Thu, 19 Feb 2009 20:14:46 +0000

Found on SlideShare

Social Media – Presentation Transcript

Social Media and Marketing: EVOLUTION or REVOLUTION ?
Media Landscape
Marketing has changed more….. Source: Internet Advertising Bureau, 2004 Source: Darwin Day Conference, by Google
1. Product Proliferation Product proliferation and availability means more choice for the buyer…….. Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google
2. Media Proliferation Today, media is fragmented • 13,500 radio stations(4,400 in 1960) • 17,300 magazine titles (8,400 in 1960) • 82.4 TV channels per home (5.7 in 1960) And the Web: • Millions of sites • Billions of pages Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google
3. Access Proliferation • • • Video games Radio Satellite Radio • • • Email DVD TiVo (Starhub PVR) • • • XBox LIVE Ring Tones Video On-Demand • • • Websites TV Newspapers • • • IM Blogs Podcasting • • • Search Magazines Cell Phone Source: Darwin Day Conference, Google
Digitization of Media New Media Old Media Reach Mass Media Niche Media Source: Darwin Day Conference, Google
“ A radical advertising and marketing change has occurred in the ” World of Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
Consumers are not listening anymore Interruptive marketing has seen it’s day Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
The Audience is creating Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
The Audience is selecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
As a result “We are immune to advertising. Just forget it. ” “You want us to pay? We want you to pay attention. ” “ The Internet became a place where people could talk to other people without constraint. Without filters or censorship or official sanction — and perhaps most significantly, without advertising ” “Don’t talk to us as if you’ve forgotten how to speak. Don’t make us feel small. Remind us to be larger. Get a little of that human touch. ” Cluetrain Manifesto Source: http://www.cluetrain.com
Media Scales Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt
“ Consumers control the online environment so brands need to think about facilitating user-created actions, not just user-generated content.” Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth ” interaction. Source: http://china.seekingalpha.com/article/30979
The Consumer
Cash Co-Creators Control The birth of Generation C Connected Creativity Content Conversation Consumer 2.0 Creative Class Channel Community Communicate
Consumer Today Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt
Consumer Touch Points Blog Sites Music Sites Reads his friend’s Reads up on postings new cd releases Movie Sites Downloads Songs Buys tickets online Sports Sites Gets the latest updates on favorite teams Gaming Sites Looks for Checks scores information about Nascar Google.com games Searches for “what’s cool” Source: Darwin Day Conference, Google
Social Media 1.0
Social Media’s Timeline 1995 1984 1971 1979 1988 1991 1998 -2004 Personal Web Sites 1st Social Email Usenet Listservs IRC Blogs Networking Site Podcast Discussion Groups Chat Clasmates.com Wikis 2005 and beyond>> Web 2.0 apps and User-generated content take over Source: http://www.prworks.ca/wp-content/socialmedia.ppt
Growth of social media
What is social media? Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007)
They share one or more characteristics Connectedness
Getting from me to them
“ I post on blogs and BBS because I can express myself to millions of people at once. ” I like the rush, and I feel empowered. Source: http://china.seekingalpha.com/article/30979
“ I believe the bloggers and their ideas. They are my friends and will tell me the truth, unlike ” advertisements. Source: http://china.seekingalpha.com/article/30979
Digital experiences Design Centred Content Focus INTERACTIVITY Marketers>Experience>Conversation>Relationship>Affinity
Source: http://www.darmano.typepad.com
The “satisfaction effect” Source: http://www.churchofthecustomer.com
The Evolution BROADCAST “We tell you” Examples: The New York Times, CNN Publisher/broadcaster Big media $ Newspaper buys for $ Magazines display $ advertising TV Passive readers/audience Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
The Evolution INTERACTIVE “Tell us what you think of what we tell you” Examples: nytimes.com, cnn.com Publisher/broadcaster $ Big media buys for Newspaper Forums display advertising $ in heavily Magazines Comments trafficked site $ Web Video Ratings $ Smaller, targeted media buys for $ contextual $ advertising in less trafficked $ parts of the site Passive readers/audience Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
The Evolution Social Media “Tell each other” Examples: Wikipedia, Slashdot, Ohmynews $ Collaborative Publications $ Smaller, $ targeted Co-creators media buys $ Revenue Share for contextual Pay for less $ advertising $ $ Passive readers/audience Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
“ Engagement is all about ” making it relevant to the consumer. James Speros, Chief marketing officer, Ernst & Young
“ People read particular magazines because of the life stages and events which currently involve them: from teenager to golfer, from ” having a baby to coping with retirement. Source: Henley Centre, Delivering Engagement 2004
“ The editorial/reader relationship is a one-to-one conversation, and in time it creates a bond of trust, of belief, expectation and empathy. It is through the quality of this relationship that an aperture or opening to the reader’s mind and heart is created, through which we advertisers ” can establish communication. Advertiser with Readers’ Digest
The new paradigm Engagement Attention
Different levels of engagement Belonging Having sense of shared values and common experience, Identification Commitment People who are passionate Most basic level of enough to devote lot of time engagement and/ or money Source: The Henley Centre/ Redwood 2003
FAITH TRUST I Believe ME
Summary a) Media Landscape: – Advertising Environment – Marketing Environment – Long Tail b) The Consumer: – Generation C – Consumer Today – Consumer Touch Points Area of Research c) Social Media: – Timeline – Social Media Trend – Social Media – Word of Mouth – Digital Experiences d) Engagement – Trust
Methodology Social Media Content Analysis Discourse Analysis Interviews Case Study
Why am I interested?  Hype  Understanding, turning it to a power tool  Future of Advertising
Research Questions (1) How can the effectiveness of the advertising budget in traditional media be held accountable? (2) What tools can be developed to assess the expenditure of monies in the new digital media? (3) How can the effectiveness of internet creative messages be evaluated empirically? (4) What elements are necessary for online media planning to be successful? (5) How can interactive and traditional advertising agencies get together to do better work in the future? (6) How can the outcomes of traditional consumer behavior research be applied in the new digital world? (7) What non-traditional methodologies might be useful in addressing the concerns of the new digital world?
Thank You This is a standalone presentation! This is social media!

Social Media Influencers Predictions 2009 By Trendsspotting

admin — Tue, 17 Feb 2009 21:44:05 +0000

Social Media Influencers Predictions 2009 By Trendsspotting – Presentation Transcript

Influencers On Social Media 2009 Predictions
The movement is rooted in a desire to have quality, not quantity, as S people cocoon in the face of the economic crisis. O C Charlene Li I The Altimeter by Charlene Li A http://blog.altimetergroup.com L M Social Exclusivity E trumps Facebook’s Shopping Obama- D accessibility SocialRank maniacs will algorithms I spawn a new emerge to drive the age of A open social Web activism. Everyone 2 becomes a 0 marketer 0 9 Source: beingpeterkim.com
Is this really doing anything new? S RWW on social media tools O C I A www.readwriteweb.com L M E D I A 2 0 0 9
S Organizations Grapple With The Human Web O C David Armano I Logic + Emotion A http://darmano.typepad.com L M E D I A 2 0 0 9 Source: beingpeterkim.com
Social Media Indigestion | Personalized Service | S Back To Fundamentals O C Pete Blackshaw I ConsumerGeneratedMedia.Com A http://notetaker.typepad.com L M E D I A 2 0 0 9 Source: beingpeterkim.com
S 5 Things Marketers Did In 2008 That Will Be Obsolete In 2009 O C Rohit Bhargava I Influential Marketing Blog A www.influentialmarketingblog.com L Empowering company’s’ M spokespeople E Social media efforts to be lead D by the most passionate person I Implement listening programs A to get actionable knowledge Target relevant bloggers: offer value relationships. 2 0 Measure customer service metrics: satisfaction & social 0 9 Source: beingpeterkim.com
Doors are going to close all over the social web. S The money didn‘t come the way people thought it would O C Chris Brogan I chrisbrogan.Com A www.chrisbrogan.com L M Consolidation E & D Identity Shuttering I Aggregation & Segmentation A Velvet 2 Rope 0 SNS 0 9 Source: beingpeterkim.com
The tipping point has not only not been reached, but could S still tilt away from Social media O C Todd Defren I PR-Squared A www.pr-squared.com L The Great HOW ? M Transparency Debates E Continues D Multi Channel Integration I A Simplified Measurement B2B Goes Social Media 2 0 Reaching The ‘Spectators’/Unreached 0 9 Source: beingpeterkim.com
S There’s a lot of fixing that needs to be done. O C Jason Falls I Social Media Explorer A www.socialmediaexplorer.com L Blogger outreach from PR will get Google will buy Twitter better, but not much M E o D l I g o g A e 2 0 0 9 Source: beingpeterkim.com
Dwindling budgets suddenly make low-cost social S media look like the pretty girl at the ball O C Ann Handley I Ann Handley.com A www.annhandley.com L • Companies increasingly crafting content M • Green is less . E • Sputtering economy entices companies into D social media space. I A • Blogging isn’t dead . • Mobile marketing takes off . 2 0 • Arianna Huffington becomes the White House embedded blogger . 0 9 Source: beingpeterkim.com
We’re going to develop a set of better metrics to help S guide, direct and validate \”commitment\” O C Joseph Jaffe I Jaffe Juice A www.jaffejuice.com L Better Metrics M Community : Killer E Rise of MoSoSo D App I A 2 “Live “ : As it Social Search 0 happens Content 0 9 Source: beingpeterkim.com
S eCommerce Goes Social O C Jeremiah Owyang I Web Strategy by Jeremiah A www.web-strategist.com L M E D I A 2 0 0 9 Source: beingpeterkim.com
Twitter – continue to achieve legitimacy | Online video will come into S its own | Customers insist on custoMEr service O C Scott Monty I The Social Media Marketing Blog A www.scottmonty.com L M E D I A 2 0 0 9 Source: beingpeterkim.com
Customer Satisfaction Uprising| Companies Will See The Light| S Love Beats Money O C Andy Sernovitz I Damn! I Wish I’d Thought Of That! A www.damniwish.com L M E D I A 2 0 0 9 Source: beingpeterkim.com
Suddenly, being Facebook friends with your mom will seem S less ridiculous than following 4,000 strangers on Twitter O C Greg Verdino I GregVerdino.com A www.gregverdino.com L Geo Debate on M Location whether PR or /GPS , Marketing ‘owns’ E mosco social media D will be over I A Ad agency will be Social 2 disintermediated Graph 0 Shrinkage 0 9 Source: beingpeterkim.com
S RWW Feedback O C I A www.readwriteweb.com L Social ..the ease with which people are able to see feedback .. with confirmed shopping identities, really could be a game changer. M Even the biggest cynics often have a dramatic turn around .. the E twitter intimacy that develops is remarkable. D we’re not optimistic.. all the gradations between success and failure are I Measuring SN going to be very hard to quantify. A Quality vs We expect a middle ground between sale slow-down and an Quantity evolutionary adjustment to vastly increased data input. 2 Making most Getting into the social media space and doing it wrong is something that 0 of limited a lot of companies fear getting blown apart for. We expect that to budgets change slowly 0 9
Social Networks Will Flourish S As A Result Of The Economic Crisis O C Dr. Taly Weiss I Trendsspotting.com A www.TrendsSpotting.com L M New users and more frequent visits to work related E networks as LinkedIn or Facebook D I SN will provide social support to victims of the crisis A Dedicated niche SN will evolve: sharing information and implications of the economic situation. 2 0 0 9
Ranking The Influencers (the engagers) as a measurable tool for new S media O C Dr. Taly Weiss I Trendsspotting.com A www.Trendsspotting.com L M Influence will be defined by measurable variables E D Google will “pagerank” people I Influence will be defined by measurable variables A People will really become the media. Google will “pagerank” and “map” peoples influence 2 0 People will really become the media. 0 9
S Twitter Will Get Recognized For Its Social Search Assets O C Apurba Sen I Trendsspotting.com A www.trendsspotting.com L Search Popularity in Twitter has increased ~ 2x M E D I A twitter: most relevant and updated information source Twitter the ultimate human search 2 0 Google will buy twitter 0 9
Did You Know ?? 2008 Webster’s New World Dictionary’s word of the year is . vershare Find its meaning here…
Discover more Trends at : www.trendsspotting.com