social media disruption b2b ibm seminar october 2009

1

Social Media Disruption20.10.09 A presentation to:

IBM

nick.gill@fivebyfivedigital.com@nicholasgill

bluurb.wordpress.com

slideshare.net/bluurb

@nicholasgill

@fbfdigital

Social media has disrupted the conventional marketing model

People are one click away from the perfect job, the ideal product, a damning video diary or the 5 star review

But it’s not about blindly rolling out the latest, must-have tactics

Brands need to strategically navigate through social media…

Some scary/exciting* numbers

Image: Universal McCann Wave 4, Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/

* Delete as appropriate

13 hours

amount of video uploaded to YouTube every minute

900,000

average number of blog posts in a 24 hour period

Tweets so far?

Source: http://popacular.com/gigatweet//

3.5 billion

online conversations every day

Sources: Keller Fay Group, Bazaarvoice/izu Answers online market research

100,000,000

users who log on to Facebook at least once each day(that’s 50% of total FB users)

1,500,000,000

Apps downloaded for iPhone

Average user downloads 10 apps per month

3,000

Average advertising exposure per day

Source: Advertising: It's Everywhere, Media Awareness Network

Trends

ContentExplosion

Fragmentation &distribution

Interactivity,participation &

control

Source: IAB Europe Interact Congress 2009

Content SupplyChain Evolution

Real time

Social media is powering & accelerating these trends

The 60’s and 70’s were all about products and how to advertise them

The 80’s and 90’s were all about brands and their balance sheet value

Then it all went digital

Now it’s all gone social

Social media is about conversations

People like to talk about themselves

Share knowledge & learn

To enjoy

Express opinions

Share Experiences

Find each other jobs

These conversations are fragmented & connected

Brand ownership has fundamentally shifted

Source: David Armano

Brand ownership has fundamentally shifted

Source: David Armano

Engagement has already shifted

Social media is already culturally accepted

Source: Forrester & The Guardian

65% of time spent in social/entertaining space

66% of B2B marketers said they arenow using social media (+20% YoY)

Source: Forrester B2B Social Computing & B2B Online

“”

The consumer has evolved

Why should I?

New ways to market my products & services

Lets me discover, cultivate & activate brand enthusiasts

Allows me to solve problems & deliver better customer experiences

Connect with buyers before & after sales

Humanizes my company

Lets me learn & collaborate with my customers

How can you engage in this world?

OPEN AUTHENTIC TRANSPARENT

Entertainment

Exclusives,assets

Information,news,

knowledge

Utility or tool

Fame

social currencyMemeVouchers,rewards

How can you engage in this world?

Social Media Strategic Framework

Source: Steve Sponder @stevesponder blog.stevesponder.com

Creative Commons: Attribution-Non Commercial-No Derivative Works 2.0 UK: Engalnd & Wales License

10 things you can do to be social today

1. Add photos of your staff2. Add a link to each employee’s LinkedIn profile3. Update staff bios to accurately describe their expertise and cut out

the gobbledygook4. Write about things your next business partner, customers, or

members are searching for5. Update your blog regularly – at LEAST once a week6. Make sure the design of your blog matches the design of your

company website7. Be the best you that you can be. Don’t try to be someone else8. Generate good helpful content and not a constant sales pitch9. Recommend vendors and business partners on social networking

sites10.Add links to your social media sites in the footers of your outgoing

email – let people know where you are available to connect

Source: SocialMediaB2b.com

Do something interesting

nick.gill@fivebyfivedigital.com@nicholasgill

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