Social Media Amid Seismic Change
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Social Marketing Amid Seismic Change February 28, 2008
Transcript of Social Media Amid Seismic Change
Social Marketing Amid Seismic Change
February 28, 2008
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Set-up
Key technologies, platforms and companies that make up the social media
Social media marketing essentials
How to listen to and get involved in the online conversation
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Intro/Goals/Rules
Inform, discuss, debate
Focus on real-world, real-time examples of what is taking place
Leave with ideas, context, something that can improve performance - and maybe something you can leverage at a cocktail party
Dialogue vs. monologue
Continue the conversation
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Social Media Marketing – Monumental Market Change
Traditional audience connection (internal, external) has changed dramatically and continues to evolve – One way “push” marketing is dead
A by-product is that control – over brand, over message, over response, over ownership – is being ceded, like it or not
The game is intact, but the rules are changing constantly
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Expectations and New Channels
Everyone wants a say
Real-time response and communications is standard
Feedback – critical and otherwise – is the norm, and can be difficult/impossible to mitigate
Monitoring and insight becomes paramount
Visceral and intellectual branding must align
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The Myth of “Convergence”
Divergence is a truer descriptor, and it’s global
The velocity and depth of communications and information access has changed more in the last 20 years than in the prior 2000 years combined
“Search” didn’t exist 15 years ago and is now nearly a $20B industry
Compounded mediums mean bombarded audiences – CPA (Continuous Partial Attention)
Price, product, customer service not enough – Engagement wins, and it takes creativity
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Enabling Technologies
Blogging RSS Wikis Tagging
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A New and Expanding Vocabulary
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The Game is the Same….
…but the rules, and the dynamics (and consequences) are changing rapidly and will continue to do so
“Social media marketing” becomes just another consideration, tool in the overall marketing mix
Pushing levers to affect outcomes…
Case Studies
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Ford
High Cost of Low Knowledge (Black Mustang Club)
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Dow Chemical
Senior Perspective and Leadership
CEO Blog
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Deloitte
Connecting to Your People
YouTube
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Smirnoff
Viral Product Launch
YouTube
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Asbestoscrisis.com
Issues Management
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Dell
Communications to Repair Reputation Damage
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Minneapolis
Creating a Community of Interest
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Eastman Chemical
Positioning in B2B
Eastman Chemical
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IBM
Spurring Collaboration Through New Venues
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Forest City
CommunityDevelopment
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United Health Group
Media Monitoringand Analysis
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General Motors
Media Outreach and Marketing
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Domino’s Pizza
Applying All of This Access for Silliness Sake – Domino’s “Pizza Tracker”
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Questions, Comments, What Are You Doing (or Thinking About Doing)?
Staying current of changes is essential
Figure out right fit for the right situation, right organization
Inform “up” when possible, “down” to implement
Adjust traditional marketing ROI components for impact in new mediums
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Resources
Books Naked Conversations
Robert Scoble & Shel Israel
Social MediaTrevor Cook & Lee Hopkins
Call to ActionJeffery & Bryan Eisenberg
Buzz Marketing & Blogs for DummiesSusannah Gardner
The Cluetrain ManifestoChristopher Locke, Doc Searls, Rick Levine & David Weinberger
The Long TailChris Anderson
Small is the New BigSeth Godin
Blogs A Shel of My Former Self Micro Persuasions Blogging for Business Buzz Machine Media Shift The Social Customer Manifesto Lifehacker
