aaacvb social workshop1 051309

SOCIAL MEDIA WORKSHOP

Session 1“Socially Awkward”

05.13.09

Wednesday, May 13, 2009

Your PresentersBen Isenberg

Niki Rogers

Lane Douglas

PreliminariesEntire slideshow available as a PDF download on SlideShare.com following this seminar.

Details will be provided at the end.

SociallyAwkward05.13.09

SociallyAware

06.10.09

SociallyActive

07.08.09

“Collect All 3”

Today’s workshop is the first of 3 over the next couple of months.

The workshops build upon one another.

QUESTION“Does the social mediaworld make youfeel sociallyawkward?”

Today’s AgendaIntroduction

Brand Overview

Establishing the Landscape

Categorizing SocialMedia

Case Studies

Brand Control

So, do you think you can “lock up” your

brand?

A Brand Built on Security

kryptonitelock.comWednesday, May 13, 2009

Kryptonite Compromised?

Source: Fortune (12/29/04), Technorati

Don’t Worry...It’s Not Hopeless!

The Social Landscape

Putting It All In Perspective

The Big Players

Informational vs Interactive

Overwhelming!

A little cleanup...

... and a little more.

Perceived Benefits

0 10 20 30 40

Facebook 32%

MySpace 27%

YouTube 26%Flickr 5%

Other 10%

Social Networking Sites on Which U.S. Online Retailers Maintain a Page (August 2008)

Source: Internet Retailer, “Emerging Technology” conducted by Vovici Corporation

Where Does the Consumer Search For Information?

Social Networking and Forums Sites Compared to Travel Industry

Age of Visitors to: Social Networking and Forums Sites The 25-55 y.o. age

group makes up 62% of the social networking world

and constitutes 60% of the

traveling community.

Social Networking and Forums Sites Compared to Travel Industry

Household Income Visitors to: Social Networking and Forums Sites Those making

between $30K and $150K make up

60% of the social networking world,

and constitute 75% of the

traveling community.

The Viral EffectCase Study 1: Travelistic

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Social CategoriesWednesday, May 13, 2009

COMMUNITIES

Keep track of community events and activities

Create and Join groups relevant to your favorite interests

Mode of conversation providing users with a way to keep in touch

Foster and grow relationships both personally and professionally

Share media with online users in an easily accessible way

PUBLISHING

Feed information to your own personal dashboard from any RSS accessible page

Enhance traditional marketing campaigns to through podcasts, blogs and more

Great tools for education because they keep you up-to-date on the latest news and trends

Give first hand accounts of your life or business and alert users to your updates

Take the information with you no matter where you go

Podcasting Trumps TV

MEDIA SHARINGBookmark all of your favorite sites on the internet

Upload view and share simultaneously with other users on the network

Store media in repositories for long periods of time

Market your brand through online media campaigns including brand channels

Find the most frequently viewed media and get in on recent trends

Reviews

Users are more likely to be objective in their reviews online due to anonymity

Member rating/reward systems give incentive for users to contribute often and accurately

A business can tune into to what is being said regarding products, services and brand perceptions

Get advice from those who have “been there, done that”

Find great deals and post them as you find them to return the favor

MESSAGINGReach internet users almost instantly

Reduce costs of other methods of communication like text messaging and cell phone minutes

Easily network with other professionals in your industry

Easily locate people by demographics and psychographics such as interests, values and opinions

As an organization you can listen in to what others are saying about your brand

“There’s a plane in the Hudson. I’m on the ferry going to

pick up the people. Crazy.”

SPEED OF COMMUNICATION

CASE STUDIES

Obama Campaign

Source: Social Media 8

Online Dashboard

Obama Utilized Social

Obama gained 5 million supporters in other social networks.

Obama maintained a profile in more than 15 online communities, including BlackPlanet, a MySpace for African Americans, and Eons, a Facebook for baby boomers.

On Facebook, where about 3.2 million (during the campaign) signed up as his supporters, a group called Students for Barack Obama was created in July 2007.

It was so effective at energizing college-age voters that senior aides made it an official part of the campaign thefollowing spring.

And Facebook users did vote: On Facebook's Election 2008 page, which listed an 800 number to call for voting problems, more than 5.4 million users clicked on an “I Voted" button to let their Facebook friends know that they made it to the polls

Obama McCain

Videos 1,827 330

Subscribers 149,258 28,343

Special features of

YouTube page

Contribute to campaign via Google

Checkout; link to YouTube page on

barackobama.com

Find events; host events

YouTube

* Unofficial group ‘One Million for McCain/Palin’ has 200,251 members Unofficial group ‘One Million Strong for Barack’ has 986,470 members

** Beyond basics like Posted Items, Events, Discussion, Wall posts

Data from February 4, 2009

Official Obama McCain

Members/Supporters in

largest group

5,066,446* 583.518*

Number of Wall posts 572,383 none

Special features of profile

page**

Videos, find out where to

vote, register to vote

FaceBook

Source: Social Media 8Wednesday, May 13, 2009

Even Twitter

3.0 million contributors

6.5 million online donations

93% less than $100

$80 Average online donation

$500 million raised online

Will It Blend

George Wright, the marketing director for Blendtec, had no background in consumer marketing before this event.

He visited the company's testing room and saw the guys blending 2x2 wood pieces with the blender and thought, "People have to see this."

First 5 videos cost $50 to create. The videos were picked up by Digg.com, and scored 6 million views in the first week. George Wright rushed to tell the CEO who did not even know that YouTube existed.

The videos were picked up by VH1 and The Today Show. Then Jay Leno had him on The Tonight Show.

Soon, the YouTube videos had been viewed 60 million times and sales, despite the blender's $399 price tag, have been up by 20% ever since.

"There is no reason anyone would want a computer in their home."

Ken OlsonPresident/founder

Digital Equipment Corp., 1977

"I think there is a world market for maybe five computers."

Thomas WatsonChairman of IBM, 1943

Is This a Fad?

QUESTIONS

Thank You!

Ben Isenbergben@vantagestrategy.comtwitter: bdisenberg

Lane Douglaslane@vantagestrategy.comtwitter: lanedouglas

Niki Rogersniki@vantagestrategy.comtwitter: nikirogers

To download the PDF of this presentation, go to:

http://gol.ly/aaacvb

aaacvb social workshop1 051309

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