The Groundswell

The Social Web

The Interactive Internet

Social Media

Monday, September 23, 13

social media in the news...

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Web 1.0get noise

• read content• paid content• move to digital• static sites• push content• eCommerce

Monday, September 23, 13

Web 1.0get noise

• read content• paid content• move to digital• static sites• push content• eCommerce

Web 2.0make noise

• user generated• interactivity/sharing• connectivity• pull content/free• social networking• streaming audio• streaming video

Monday, September 23, 13

Web 1.0get noise

• read content• paid content• move to digital• static sites• push content• eCommerce

Web 2.0make noise

• user generated• interactivity/sharing• connectivity• pull content/free• social networking• streaming audio• streaming video

Web 3.0filter noise

• real-time• ubiquitous (always connected) • location aware• sensors• tailored (smaller screen) • high-quality camera & audio

Monday, September 23, 13

The Evolution of the Web…

Web 1.0get noise

• read content• paid content• move to digital• static sites• push content• eCommerce

Web 2.0make noise

• user generated• interactivity/sharing• connectivity• pull content/free• social networking• streaming audio• streaming video

Web 3.0filter noise

• real-time• ubiquitous (always connected) • location aware• sensors• tailored (smaller screen) • high-quality camera & audio

Monday, September 23, 13

Discovering, inventing and sharing with blinding speed all over the globe.

Markets are conversations.

Conversations are natural, open, honest,

direct, funny, shocking... and human.

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What’s a fan?

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LEGOs as a creative mediumAdult Fans - $2,000/year in LEGOs

Current fan base, active communityLEGO Ambassadors

Ambassadors: - Builds relationships & 2-way

communications- Help spread info about new products to

their networks

Jake McKee & AFOLs

Monday, September 23, 13

3000 pieces$300

“You’re Insane!”

Monday, September 23, 13

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People Creating: blogs People Connecting: social networks People Collaborating: wikis People Reacting: forums, ratings and reviews People Organizing Content: tags

Monday, September 23, 13

I trust people like me

• Blogs influence purchases

• Blogs play a critical role in decision making

• Blogs have similar impact to a personal recommendation from a friend

http://www.marketingcharts.com/online/blogs-influence-consumer-purchases-more-than-social-networks-6616/

Monday, September 23, 13

I want to engage with brands

• 36% of online customers think more positively about a company that has a blog

• Marketing, public relations and customer service are converging. Customers expect to be heard.

• 56% of customers feel better about companies and their brands when they can interact with them through social media.

• 57% feel better served

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Objection #5These social media tools are just a fad. Why spend the time/money?

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http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html

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Objection #4: Social media is

great for companies

trying to reach teens... but our

customers aren’t using it.

Monday, September 23, 13

The average age of users on every

major social network... over 35.

Women outnumber men on nearly every social network and social media site.

Monday, September 23, 13

The Marketing Funnel

Monday, September 23, 13

The Marketing Funnel

Monday, September 23, 13

Objection #3:People hide behind

social media as a tool to be mean,

rude and critical of our organization.

Monday, September 23, 13

You’re right! And they are going to complain whether you are listening and responding or not.

Social Media is a Convergence of PR, Marketing and Customer Service

Monday, September 23, 13

Need better example. Maybe red cross

Monday, September 23, 13

Objection #2: It takes too much time & staff expertise that we

just don’t have. Monday, September 23, 13

get training, get help, dedicate resources and commit

Monday, September 23, 13

What not to do: - Don’t hand your social media over to an intern - Don’t be afraid to try stuff out - Don’t jump in without trying it for yourself with personal accounts first.

Monday, September 23, 13

Objection #1: You can’t measure social media, so how will we know if it’s worth the time/

money/effort/angst?

Monday, September 23, 13

The Trinity of Measurement

InterestAttitudes

ActionMonday, September 23, 13

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