Marketing in the Digital Age and Social Media - 5 Nov 2012 - Rozen - AUP

7/31/2019 Marketing in the Digital Age and Social Media - 5 Nov 2012 - Rozen - AUP

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Marketing in the Digital AgeSocial Media & New Marketing Strategies

Alon Rozen

Professor and ConsultantAmerican University - Paris

Nov 5, 2012


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Being good on social media(or at least the appearance

of being good) is animportant first step to being

good at social media.

Ryan Skinner AD Velocity Sept 2012


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Prof. Alon Rozen 2012

Being good on social media (Skinner)

So digital marketers today post selfless blog posts,

tweet positivity 24/7, connect like-minded people

and regularly make pithy comments on other

peoples blogs all day long to be successful.

Problem?The work does not scale! Reaction: cant I just buy success (likes, clicks)?

Of course you can! Finding a vendor who will sell

you followers or likes is easier than googling buyFacebook likes

(Correction: its exactly that easy).


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Quick survey

What social media sites do youuse?

What social media sites have

you been tempted to try?


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Old Spice Social Strategist Job Offer (Nov.2012)1. Create the best original Pinterestboard dedicated to inline speed skating.

2. Post an original content to Redditthat then receives the most upvotes3. Upload to SlideSharea competitive analysis of the Ed Hardy SocMed ecosystem.

4. Get the most people to friend your mother or father on Facebookin a single week.

5. Create a new Twitteraccount and get the most followers in a week using any

verbs you like, but only the nouns BLUEFUDGE, HAMMERPANTS, GREEK YOGURT.

6. Create an original YouTube video that then receives the most plays in a singleweek using this script verbatim: #1: Wait. What are you doing? #2: Trust me. This

will be fine. #1: Ok. Go ahead.

7. Get recommendations on LinkedInfrom 3 other people trying to get this job.

8. Create the most reviewed recipe on allrecipes.comin a single week using cottage

cheese as an ingredient. The reviews dont have to be good.9. Upload the most pictures of your armpit(s) to Instagramduring the course of this

challenge. The pictures must have your face in them to verify your identity and

include the hashtag #mypits.

10. Using Quora, give thought-out, meaningful answers to as many dream catcher-

related questions as possible in a single week.


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Digital age definition

marketing/mrkitiNG/ (noun)

A conversation between a brand

and its market(s)

(hat tip to the Clue Train Manifesto)


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Then something happened

Brands were not part ofthe conversation

So they had to join theconversation!



Social Media and MarketingSocial media is also a conversation but much different!!!

Marketing has had to adapt because of social media:

FROM TO

LISTENINGOBSERVINGINTERACTINGFACILITATING

As consumerswent from passive to active,brandshave gone from monolog to dialog



Socialization of the enterprise

e-Consultancy 21/9/2012: Mark Benioff,Salesforce CEO, quoting an IBM Global CEOstudy, the most effective ways to reach

customers is through the following channels:

1. Sales force

2. Social networking

3. Websites

4. Partners

5. Call centers

6. Traditional approaches.



What is Social Media?

Peter Drucker: the purpose of abusiness is to create a customer.

Shiv Singh (Razorfish): thepurpose of social media is to

create a customer who createsa customer!



Friends

PhotosGamesShoppingMusicNews

TravelPaymentLendingSoftware

Isanythingnotsocial?



First Moment of Truth

A key element in purchase psychology = F-MOT

Lafley, CEO, P&G (2005): Top brands consistently win

two moments of truth: the 1stoccurs at the storeshelf, when a consumer decides whether to buy a

brand. The 2ndoccurs at home, when she uses the

brand and is delighted, or isnt.



Zero Moment of Truth (Google)

Lisicki, Google: ZMOT = whenyou grab a device to learn abouta product or serviceyoure thinking about trying or buying.

Social media: a major shift in how people share and discover

information and news, interact with friends/colleagues/brands,

create content, research purchase intentions and make decisions.


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Social Media is ZMOT media

Content created by users: reviews, comments, opinions of

your friends, blogs you read, twitter feeds you followwill help you decide what to even consider for purchase.

Competition around ZMOT is increasing.

Each purchase you make will be a ZMOT for others!


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Converged media = EPO

Source: Altimeter 2012


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Owned, Paid and Earned Media


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Brandsphere: EPO, Shared, Promoted

Paid: Digital ads, banners, adwords, overlays

Owned: Created assets, custom content

Earned: Brand-related conversations

and user-generated content

Promoted: in-stream or social

paid promotions vehicles (e.g.

Twitter promoted products,

Facebook sponsored stories)

Shared: Open platforms where

customers co-create andcollaborate with brands

(e.g. DellsIdeaStorm and

StarbucksMyStarbucksIdea.)

Source: Brian Solis
http://www.ideastorm.com/http://mystarbucksidea.force.com/http://www.ideastorm.com/http://mystarbucksidea.force.com/


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Social media landscape (Cavazza)


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Types of Social Media Blogging

Blogger, WordPress, NRJ (a blog for every subject) Twitter, Tumblr (micro-blogging)

Social Networking Facebook, MySpace, Classmates, Friendster, Bebo, Orkut, Hi5,

Pinterest

LinkedIn, Plaxo, Xing, naymes, Viadeo, Small World, Branch Out Bookmarking sites

Del.icio.us, blogmarks, dogear

Photo / Video sites Instagram, Flickr, Photobucket, YouTube, Vimeo, Daily Motion

Virtual Reality Second Life, World Of Warcraft (WOW)

Groups Google+, Yahoo!, Skype


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Social media in perspective Blogs 12 billion posts on Tumblr (79M blogs) alone

Facebook 1 Bn users, valuation = $100Bn (now $46Bn)

Twitter 500M users, 750M tweets per day

YouTube 25% global bandwidth, Gangnam 532M views!

LinkedIn 187M active users, 200 countries, 1M groups Google+ 170 million users, 5Bn +1 per day!

Pinterest 25M+ users, fastest site to 10M! 22M visits inJan 2012, more referrals than G+, LI, YT combined!

Instagram 1M users Jan 11, 15M Dec 11, 30M Apr 12.Bought by FB for $1B in Apr 12. Now, 5M images/day!

Sources: Wasserman, Mashable (Jan and Apr 2012), Brandon Butler, Network World (Feb 2012), Business Insider (Apr2012), mediabistro.com (Nov 2012), The #RLTM Scoreboard: Social Networking Stats for the Week (2 Nov. 2012)


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The Conversation- Solis & Thomas


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e-marketing and Social media

Marketing Sherpa 2012


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FaceBook brand pages: permaflux


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Social Media content strategy: 3 Rs

Post a video toYouTube

Post to Blog

with videoembedded

Tweet aboutnew post with

link toFacebook

Post video + 1of story to

Facebook withlink to blog

On blog invite

comments onYouTube ReduceReuse

Recycle


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Social Media Strategies (HBR)

Predictive Practitioner using social media in one area,

selectively. Ex. User-generated innovation at Clorox


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Creative Experimenter small-scale tests across areas or

social media. Ex. : Customer support at Dell

Dells use of Twitter is responsible for $6.5M in sales worldwide.


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Social Media Champion large initiatives often requiring

collaboration across functions, levels and partners.

Ex. Fords Fiesta Movement give 100 people a car for 6

months and ask them to share their experiences through

YouTube, Flickr, Facebook and Twitter accounts.

Results: 6.5M YouTube views, 50K requests for information

and 10,000 Fiestas sold in the first 6 days of sales.


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Social media transformer large-scale interactions

which extend to various external stakeholders, usingsocial media to improve the way they do business.

Ex. Cisco created the Integrated Workforce Experience for IT.


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Social media tools Topsy.com


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Social media tools Topsy.com


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Social media beyond marketing A marketing and finance strategy. Ex.: Glif


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Social media - beyond IPO? A financial and marketing strategy. Ex. Pebble


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Some SocMed trends for 2012 TV goes social. Internet and TV will become far more

interlinked integrating social activities into TV.

Essential social. SocMedia strategy is no longer optional,will extend beyond marketing to HR, finance, sales, NPD...

Social commerce. S-commerce fires up, with user reviewsand +1s/Likes increasing influence on consumer behavior.

Branded content for social. Brands will go beyond

coupons and discounts to engage consumers.

Social search. Increased competition among Facebook,Twitter and Google on the search function

More of the same. Facebook will hit 1billion users in 2012.Source: http://socialmediatoday.com/gloople/411976/2012-7-new-trends-social-media


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Social, yes! Everywhere, no.

Brands must choose which platformsto use(remember MySpace?!)

New platforms emerge all the time.

To be part of the conversation,

brands have to go where(ever) their

customers go!This is the long tail of social media


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Oh yeah, the new MySpace


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The case of the cheap(er) candy bar

Feb 2012 an Israeli in NJ notices that Pesek Zman, a popular candy

bar is selling for half price in the US. Publishes photos on Facebook. A call to boycott Strauss/Elite, maker of the candy bar, ensues.

Popular movement demands price reduction of 50% on all products!

What would you do?

Company reaction:

Strauss President meets the movement to explain. 5 minutes aftermeeting a prepared press release is published lambasting Strauss andflagrantly misquoting the President.

CEO published a video on YouTube and Facebook explaining. Soon afterparody videos published across SocMed sites.

VP Marketing for Elite, holds live chat on Facebook. Personal attacksensue as she is verbally abused personally for one hour without evenone reaction to the content of her remarks.

PS. Sales of Pesek Zman rose 40% sustainably after the incident dueto the free publicity!


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So you want to work in marketing?


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How many companies do you know that do that???

Final thought


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Thank you!

Marketing in the Digital Age and Social Media - 5 Nov 2012 - Rozen - AUP

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