what the tweet is going on?

What the Tweet is going on?

The means of communication

Interpersonal Mass

Social Media

What is social media?

Technology + Communication + Design

Content for unique needs and interests

Interactivity, participation, and modification

in realtime

75% of adult Internet users in the U.S.

use social technology.*

Twitter has grown by more than 3,000% in the past year.

120,000 blogs are launched every day.

Hitwise*Forrester Research 10/08

How big is it?

Are they

talking about your brand?

You BETCHA!!People are talking about you online, whether you are listening or not.

How can

you

control the

message?

You can’t.

And you don’t have a choice –

your brand presence will become social.

… if it isn’t already.

THE POWER H A S

SHIFTED

When it comes to your message, the

consumers are now in the driver’s seat.

Thanks to social technology, they are all connected.

85% believe a company should be

active with customers in social media.

-Cone Research 9/08

93% of Americans believe a company should have a social media presence.

56% feel a stronger connection with companies

they interact with in social media.

Social technologyhas flipped traditional ways of thinking upside

down.

Are you content with being absent? Or will you join the conversation?

Social media is evolving

Relationships - Join a

community

Functionality - Interact

Colonization- Take friends with you

Context- Share information for

personalized content

Commerce- Communities define brands

Jeremiah Owyang, Forrester Research Analyst

Your brand is live 24/7

“Social media doesn’t stop

at 5 p.m.

when typical business hours end.”

- Amy Martin, CEO Digital Royalty

Fast, accurate information is critical to managing your online presence.

Why?

Monitoring your brand is essential to

positive WOM.

You don’t want to end up

like these guys…

“We got blindsided by

two idiots with a video camera and

an awful idea…

- Tim McIntyre, Domino’s spokesman, NY Times article

loyal customers for 10, 15, 20 years… are

second-guessing their relationship with Domino’s,

and

that’s not fair.”

The oldway of marketing uses targeting to persuade and convince.

New media marketing uses engagement to drive preference, increase

loyalty, and encourage evangelism.

How does this help

my customers?

Where do you begin?

Learn how to LISTEN Having accurate information that is relevant to your objectives is the

first step in a successful social media strategy.

Define your objectives…There are no standard social media metrics.

What is important to you?• Improved customer service• Increased brand loyalty• Growth in sales

Go after it.

This will help you define ROI.

Who is talking about you?

Find your authentic fan base

What are they saying?

Where are they saying it?

How it worked…KC Chiefs trade Tony Gonzalez to the Atlanta Falcons

Trade news was No. 4 trend on Twitter

24-hour analysis showed:

53% against

43% for

Begin to ENGAGEYou need to converse with your audience in a language they will respond to.

“New marketing is about the

relationships, not the medium.”

- Ben Grossman, founder & chief

strategist for BiGMarK

There are nearly 1 million blog posts

published every day.

Hitwise, Technorati

117 million blogs are online

now.

Richard Meyer, Internet marketing consultantTechnorati

Social media customer service is

the

new “help” line. - Jason Baer, social media consultant

Time Warner Cable knows within minutes if a customer complains about them online…

They use realtime data and Twitter to respond to and

solve customers’ problems.

Use this information to ACTTake your message directly to customers and let them spread it for you.

Encourage participation and make it easy.Then turn your customers into fans.

- Jason Baer, social media consultant

How it worked…

AMC invited local bloggers to preview their latest theater concept.

Resulted in 96% positive online buzz.

Now AMC holds nationwide blogger events.

Monitor beyond your brand.

Celebrity wattage used to be measured by dated Q scores.

Street credibility is measured by the Davie-Brown Index (DBI).

Phone surveys and online forms are too limited.

Tie your brand to a celebritywho really matters to

your audience.

More accurate cause/deed and passion indices

Whirlpool found no rankings available to help them pick a spokesperson for their

Habitat for Humanity campaign.

The Phoenix Suns monitor their fans’

passion index in near-realtime.

The Suns now react to unpredictable events quickly.

Ad budgets in the millions don’t allow room for a

leap of faith.

Gather transparent competitive intelligence

Learn about• Key competitors• Demographic groups• Audience segments

Social media monitoring is your global

focus group.

Get genuine, honest, and relevant conversation

as it happens.

The process expands and

repeats.

Social Media

is Mass Media

- Jason Baer, social media consultant

Web: www.spiral16.com

Twitter: @spiral16

Email: engage@spiral16.com

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