a view from the field 12 2 08 slideshare
Post on 01-Nov-2014
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TOPICS
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The global economy and how it is impacting digital and social media
The primary reasons social media continues to be appealing to brands
Things brands really don’t like about social media
Top digital and social media opportunities we are seeing
Threats to social media
Q&A
THE GLOBAL ECONOMY IS IN TROUBLE
OMX 30 vs. Dow Jones
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THE BURNING QUESTION
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63% of global CMOs surveyed forecast an increase in their spending on digital while 59% report a decrease in traditional marketing spend. (source: CMO Study by Epsilon)
How do we optimize our shrinking budgets to continue to meet our
brand and sales objectives?
THE APPEAL OF SOCIAL MEDIA
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Customers and prospects have embraced social media so brands must follow
The ability to target more narrow audience segments
More measurable (in “real-time”) than traditional media
Lower barrier to entry (investment wise)
Digital/social media can bring your brand into contact with customers and influencers more quickly
FACEBOOK: THE 11TH LARGEST COUNTRY
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B2B, TOO – CIOS DIG DIGITAL
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1. Technology Print2. Technical info.com3. Vendor.com4. Trade Shows5. Technology Analysts6. Technical Print.com7. Industry Conferences8. IT Forums.com9. IT Blogs.com10. VAR/Retailers11. Search.com
source: Strategic Oxygen
THE APPEAL OF SOCIAL MEDIA
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Customers and prospects have embraced social media so brands must follow
The ability to target more narrow audience segments
More measurable (in “real-time”) than traditional media
Lower barrier to entry (investment wise)
Digital/social media can bring your brand into contact with customers and influencers more quickly
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58% would chuck their TVs if they had
to get rid of one digital device; only 11% would ditch their laptops
Source: Mindshare
58% would chuck their TVs if they had
to get rid of one digital device; only 11% would ditch their laptops
Source: Mindshare
MOMS ONLINE
THE APPEAL OF SOCIAL MEDIA
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Customers and prospects have embraced social media so brands must follow
The ability to target more narrow audience segments
More measurable (in “real-time”) than traditional media
Lower barrier to entry (investment wise)
Digital/social media can bring your brand into contact with customers and influencers more quickly
A LOVE/HATE RELATIONSHIP
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CMOs tend to like control
It’s people power intensive
Social media does not scale… consistently
Measurement is still a challenge
THE GLOBAL OPPORTUNITY
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Make your brand relevant in conversations that occur
everyday…. in every market… in every language… around the
world.
THE CHALLENGE OF HAPPY CUSTOMERS
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WORLD-CLASS DIGITAL MEDIA
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THE OPPORTUNITIES THAT RESONATE
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Digital influencer relations
Enterprise Blogging
Cultivating communities
Internal social networks
Building Optimized Digital Ecosystems
PLAYTEX @ BLOGHER
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MERCK: HEALTHY MENU MAKEOVER
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HP: 31 DAYS OF THE DRAGON
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THE OPPORTUNITIES THAT RESONATE
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Digital influencer relations
Corporate Blogging
Cultivating communities
Internal social networks
Building Optimized Digital Ecosystems
THE OPPORTUNITY: RECONNECT WITH YOUR CUSTOMERS AND PROSPECTS
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Fostering “communities” of customers.
THE OPPORTUNITIES THAT RESONATE
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Digital influencer relations
Corporate Blogging
Cultivating communities
Internal social networks
Building Optimized Digital Ecosystems
BUILDING OPTIMIZED DIGITAL ECOSYSTEMS
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search.comTechnical
infoTechnologyprint
IT Forums& Blogs
Vendor &Competitors
Brand
THE THREATS TO BRANDS’ SOCIAL MEDIA EFFORTS
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No strategy
Loss of control
Early failures
Beware of the “Antibodies”
SO WHAT’S MY PROGNOSIS?
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Smart companies will rebalance resources now to accelerate the use of digital and social media.
A strategic approach is vital to success (don’t be lulled by the latest “shiny object”).
Just do one thing to start: focus On Digital Influencers.
Think about “Optimized Digital Ecosystems” (versus disconnected efforts).
This is how we will communicate in the future – so start converting the “antibodies” now.
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DELL: DIGITAL BYSTANDER TO LEADER
8/05
Jeff Jarvis “Dell Hell” escalates on-line; Dell
issues “look don’t touch” policy
1/06
Dell retains Cohn & Wolfe Digital
to develop social media strategy.
3/06
Dell launches 24/7 monitoring
& response
5/06
Dell invites digital influencers to Round Rock
6/06
Dell launches Direct2Dell
8/06
Dell launches internal blog
9/06
Dell rolls out Spanish, Chinese
Direct2Dell
1/07
Dell launches StudioDell
MSD meets
bloggers @ CES
2/07
Dell launches IdeaStorm
3/07
BusinessWeek: “Dell Learns to
Listen” by Jeff Jarvis
1/08
Dell Launches Regeneration.org
40% swing in positive
tonality online
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