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How Social Media Changed Marketing For the Better
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How Social Media Changed Marketing || For the Better for UWM Strategic Writing class November 7, 2011
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Transcript of How Social Media Changed Marketing For the Better
How Social Media Changed Marketing | |For the Betterfor UWM Strategic Writing classNovember 7, 2011
M Y B A C KG R O U N D
J I G S AW C L I E N T S
T H E B I G B A N G
100 million new Twitter accounts added in 2010
35 hours of content uploaded unto YouTube every minute
5 billion photos hosted on Flickr
50 million new Facebook accounts added in 2010
Source: Pingdom
152 million blogs on the Internet
“We’ve seen and experienced remarkable change.
The emergence of new media and an ever-growing population
of highly connected and empowered consumers
has challenged brands to work smarter and more effectively
to stay engaged and relevant.
In this environment of constant hyper-innovation,
very little remains the same. ”
Bill Tancer — Experian Global Research
W H AT C H A N G E D ? N O T M U C H . J U S T E V E RY T H I N G.
Target -> Engage
Penetrate -> Collaborate
Audience -> Community
Source: Edward Boches, Mullen
Message -> Content
• Once upon a time, brands could more or less control their messaging
• Now, users have the megaphone
M O V E F R O M “ C O N T R O L” T O PA R T I C I PAT I O N
• Once upon a time, plans were done annually
• Now, social media users expect timely content and immediacy
• Brands either realize an opportunity to connect...or miss one
M O V E F R O M A N N UA L P L A N N I N G T O R E A L -T I M E M A R K E T I N G
A C T I VAT I N G A B R A N D ’ S FA N B A S E
AWARENESS
INTEREST
DESIRE
ACTION
DIALOGUE
INCENTIVIZATION
ACTIVATION
ACKNOWLEDGEMENT
Source: Flip the Funnel, Joseph Jaffe, 2010
A S O C I A L M E D I A “A - H A” M O M E N T
• 125 donors registered
• 23% increase over previous drive
• 264 lives saved
• Once upon a time, agencies sought “the big idea”
• Now a brand = sum total of its actions...and what others say about it
M O V E F R O M “ T H E B I G I D E A” T O L O T S O F I D E A S O F A N Y S I Z E
http://www.mywheaton.org/better
• One of the fastest growing, most powerful tools
S O M E S T U F F A B O U T T O O L S . . . T H E P O W E R O F V I D E O
THEAVERAGE USER
WATCHES
186IN A MONTH
2BIL.ARE WATCHEDEACH MONTHON FACEBOOK
2BIL.ARE WATCHED
EACH DAYON YOUTUBE
• Huge SEO benefits; however, blogging for SEO is like building a house for the storage
• Content lives forever; stories bring your brand to life and engage your community
• Ultimately, can help companies become more open and trustworthy
S O M E S T U F F A B O U T T O O L S . . . T H E VA L U E O F B L O G S
“We can expect consumers to be in even more control
of what marketing and communications they prefer.
Newer mobile devices and better sites and applications
will raise expectations of the quality of messages delivered,
authenticity of experience, value delivered and privacy offered.”
Mikey Alam Khan — Mobile Marketer
• Learn by doing & experimenting
• Get involved in a cause
• Get a good internship where you actually get to do stuff
U N S O L I C I T E D A DV I C E
Participate In Food Fight MKE
Connect & Apply For Our Internship Program
@suespaight
www.jigsawllc.com
@jigsaw_llc@makeorangeaid
