Four Steps Toward Marketing in the Age of Social Media
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Transcript of Four Steps Toward Marketing in the Age of Social Media
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MARKETINGin the age of social media
Tuesday, October 19, 2010
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this is advertising
Tuesday, October 19, 2010
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this is social media
Tuesday, October 19, 2010
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Tuesday, October 19, 2010
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see any difference?
Tuesday, October 19, 2010
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advertising is controlled by brands
Tuesday, October 19, 2010
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advertising is controlled by brands
social media is controlled by consumers
Tuesday, October 19, 2010
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We are living through the disorientation that comes from
including 2 billion new participants in a media landscape
previously operated by a small group of professionals.
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the consumer wants to create
1 2 3 4 5 6 7 8
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we have complex
relationships with media
1 2 3 4 5 6 7 8
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community is our new
source of content
1 2 3 4 5 6 7 8
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1 2 3 4 5 6 7 8
we want
to do business
with an individual
7
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we join forces to exert influence
1 2 3 4 5 6 7 8
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there’s no such thing as perfect
1 2 3 4 5 6 7 8
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1 2 3 4 5 6 7 8
we have a new definition of quality
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1 2 3 4 5 6 7 8
attention is the
new scarcity
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so, what does this mean for you?
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stop thinking like a marketer
one
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I tell my friends about your brand not because I like your brand but because I like my friends.
Mike Arauz, Undercurrent
Tuesday, October 19, 2010
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prospects
messages
target
media plan
penetrate
community
experiences
invite
interest plan
collaborate
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you have to give something
rather than ask for something.
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start by answering the right questions
two
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do we stand for?
is our community?
do they hang out?
is our content?
will people share it?
can they get involved?
will keep it going?
do we want to get out of our efforts?
what
who
where
what
what
what
how
how
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three
take the time to
learn the basics
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listen
engage
inspire
build
mobilize
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social blogs
content apps
search website
engineer your presence
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december 2010
master conversation strategy
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listening tracking analytics management
select the right tools
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know what you’re going to measure
Data sources: Radian6, Google Analytics
Aug-‐2010
Message Board/Forum
2%
Social Network22% Twitter
27%
Video/Photo Sharing8%
Other Media0%
Mainstream Media1%
Blog40%
social media performance dashboard //
the social web
outcomes
OVERALL SITE TRAFFIC BY SOURCE
discussions
DISCUSSION SENTIMENT - THIS MONTHAUTHORS AND MENTIONS
reach Authors mentioning
Century 21 this month14,047
Quantity and quality
of discussions
Topics and sentiment
composition
Engagement indicators
of purchase intent
1%66%% of positive over
negative this month
Overall site
engagement
rate
SOCIAL REFERRAL VISIT TRENDSSOURCES OF MENTIONS - THIS MONTH
LEAD - TOTAL YEAR TO DATE
POSITIVE AND NEGATIVE THEMES - THIS MONTH
MAINSTREAM MEDIA CENTURY 21 POSITIVE VS NEGATIVE SENTIMENT
Negative Opinion
Reach: Conversations surrounding the CENTURY 21 brand are happening in various online communities . The number of Authors mentioning C21 increased further through August, an increase of 16% from last month.
14, 047 Authors mentioned the brand 15,239 times in August.
88% of the mentions have been neutral in tone with 10% being positive and 2% being negative .
About 40% of all mentions happen in Blogs. Among the other sources the major ones are Twitter and Social Network contributing 27% and 22% respectively.
8,7599,800
11,1129,736
7,691
10,323 12,105
14,0479,493
10,527 12,110 10,7398,360
11,10312,717
15,239
0
5,000
10,000
15,000
20,000
Jan Feb Mar Apr May Jun Jul Aug
Authors
Mentions Positive10%
Negative2%
Neutral88%
Sentiment
62%51% 47%
42%
62%52%
68% 66%
-‐100%
-‐80%
-‐60%
-‐40%
-‐20%
0%
20%
40%
60%
80%
100%
Jan Feb Mar Apr May Jun Jul Aug
Positive Opinion
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Jan Feb Mar Apr May Jun Jul AugDirect Visits Organic Vists Social Visits Paid Traffic Visits
01,0002,0003,0004,0005,0006,0007,0008,0009,000
10,000
Jan Feb Mar Apr May Jun Jul AugFacebook Visits Twitter Visits Blog Visits Press Release
DirectPaid Search Organic Search
Social Media
0%
1%
2%
0% 10% 20% 30% 40% 50%
Total Lead
Rate
Pct of Total Visits
Bubble size = Visit Volume
Topics
ALL POSITIVE
NO POSITIVE
By what percentage does positive sentiment exceed negative sentiment?
Envirnoment 2%For sale
22%
Personal Finance9%Real
Estate57%
Mortgage9%
Home Improvement1%
26,874,42715,314,106
60,067,106
6208290
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
Apr May June July August
Mainstream Media Impressions
Facebook Impressions
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be creative
four
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"We are now as much a
media-content company as
we are a design company."
Christopher Bailey, CCO of Burberry.
Tuesday, October 19, 2010
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rather than buy the medium, own the medium
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create a direct line of communication to customers
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include fans in the creation of your business
Tuesday, October 19, 2010
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share everything you know
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make content one of your product offerings
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create a community that people want to join
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hijack a news story
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turn an analog event into a digital experience
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Brand bowl
creating an experience
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leverage existing communities
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AJ Bombers
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invite everyone to experience your “brand.”
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influence behavior with game dynamics
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interactive
participatory
shareable
ongoing
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what are we doing for Century 21?
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buyer/seller tab
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FEB 2007
OCT 2008
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FEB 2007
OCT 2008
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...for system members
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iPhone
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be socialgo forth and
Tuesday, October 19, 2010