ct business expo social media, is it a marketing tool (tin180 com)
TRANSCRIPT
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About Marci
VP Digital, Imre Communications• MA, Public Communication
– American University• Certificate Online Promotion
– Georgetown University• Internet Think Tank
– E-Voter Institute (2.5 years)
First social media campaign: 1998
Specialties: • Algorithmic content development• Web data & patterns analysis• Public dialogue management online• Web communication for business
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Agenda
Why do we care about Social MediaWeb 2.0 - The Social Media FactorCase StudiesThe Opportunity is EverywhereHow Business can “Do” Social MediaHow to Get Started
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Why do we care about Social Media
2007 Comscore Report• 772 Million online worldwide, age 15 or older
2007 Enquiro Study• 50% of B2B buyers convert online. 50-50 split online Vs. offline
Facebook -- top 10 Web property• Growing faster than any other top 10 site• 5X more visits per visitor than any other top 10 site
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Why do we care about Social Media
February 2008, INC MAGAZINE - North America stats• 100 million blogs worldwide.
– 66% trust blogs for product information (Neilsen, 2007)• 2/3 of all users visit a social network at least once per month
– Myspace: 57 Million Monthly– Facebook: 34.7 Million Monthly– MiGente: 384,000 Monthly (Latino)
• Wikipedia: 52 Million in 2007• Stickiness: 4 hours/month
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Why do we care about Social Media
Online Video:• User-generated videos - 22 billion views in 2007• Up 70% over 2006
2007 Comscore Report:• Ave. 158 minutes of streaming video each• Ave. stream duration - 2.5 minutes• 74.3% U.S. Internet users streamed video online• 35% streamed on YouTube.com• Average: 63 streams, Over 2/day
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The Social Media Factor
What’s being said about SOCIAL MEDIA• User generated content• User thinks he is in control• Quantifies the masses• The public forum for the common man
Focus: Authenticity
Visibility provided by:• Voting• Popular consensus via links
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The Social Media Factor
Social Media is a digital realization of the “Six Degrees of Separation” theory• Milgram’s Small World Experiment Circa 1967
Six degrees of separation
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Case Studies
Obama on Twitter• 6000 followers• Obamatars
Obama’s tweets tend to lack the personal commentary that make for interesting reading, but his campaign has created a powerful social media brand by using social media sites like Twitter.
From the Blogsphere
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Case Studies
Geico — CaveMansCrib.com• Flash animation with embedded movies showing the popular
CaveMen characters in their fictional apartment before and after a party
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Case Studies
Geico — CaveMansCrib.com• Additional Distribution
– TV commercials– YouTube Clone (www.cmoviesonline.com)– Provided embedded links for republishing– Promoted on YouTube and AOL Video– Supplementary advo videos directing traffic to the URL
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Case Studies
Geico CaveMansCrib.com• August - over 400,000 visits, 7 minutes each (ave)• More than wholefoods.com, Lexus.com, or LuisVuitton.com on average
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Case Studies
Geico CaveMansCrib.com Results:
Blog entries: 3000+Spirit: Positive and Negative, often both in the same article
“It's a cool if rather annoying vehicle for you to keep thinking about Cavemen and thus GEICO — you know. So easy a Caveman could do it? Personally, the commercials were not only annoying, they seem to poke fun at the real-life calls by people of color for better treatment and representation on television, and thus my main issue with this ad campaign.
I think it's stupid and at a level even a Caveman could not reach.
Ok. That aside, the online media efforts a good example of what's possible. This is great branding.”
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Case Studies
Home Depot and YouTube
Final Contest Metrics Final #s (original goal)Web banner impressions: 2.87 million (1.5 million)Videos watched: 427,000 (65,000)Page views: 130,400 (20,000)Group members: 931 (150) Qualified video entries: 262 (50)
• Customer engagement time: – 10,000+ hours
• Time it would take to watch all of the videos: – 7+ hours
• Online press mentions and blog discussions: – 70+ (including Houston Chronicle and several major dailies)
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Case Studies
Target’s Standard Response to Bloggers:
“Good Morning,Thank you for contacting Target; unfortunately we are unable to
respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us
to focus on publications that reach our core guest.
Once again thank you for your interest, and have a nice day.”
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RJE Business Interiors
RJE Business Interiors —• $26 million supplier of
office furniture to corporations in Indiana
Strategy: 6 episodes of “reality TV” on www.rjefurn.com
Cost to produce: $25,000
Results: Revenue increase of 22% HTML Email open rate for continuing communication is up 10%
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Opportunity is Everywhere
Monitoring Social Media• Keep an eye out for spikes• Read content in spikes• Measure positive vs.
negative
Learn Reward
Engage
Learn mindset & languageReward attentionEngage as an ambassador
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Opportunity is Everywhere
Max Factor • Already over 11,000 videos
on YouTube• Thousands of visitors• Real people, not stars• Extreme comment activity• Drug store brands used• Embedded into
Myspace/Facebook pages
http://youtube.com/watch?v=NWjcJziLEcAhttp://youtube.com/watch?v=OjgZ_IgmiiQ
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How Business can “Do” Social Media
Do Identify Yourself
Why?• It’s the right thing to do
– Be impeccable• Allows others to communicate with full disclosure• Forces maturity • If you are discovered posting anonymously, the backlash
is significant– The “Google Guy” did it right
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How Business can “Do” Social Media
Case in Point: “The Google Guy”
• Google was constantly hammered in SEO Forums• “Google Guy” responded to significant threads about “hokus
pokus” and “rigging”• Popped in and out — about every 2-4 weeks• Provided significant technical guidance• Stayed out of the “Google Bashing”• Only participated when a specific kind of conversation arose
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How Business can “Do” Social Media
Think about this:
• They can be anonymous • You can’t• They have nothing to lose• You do
– Onus is on you to bring professional and appropriate dialogue to the party
– Stay focused on your communications goals
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How Business can “Do” Social Media
If possible, provide intellectual property barter
• Social media readers will barter their attention for:– Tips & tricks – Insider knowledge (The “Scoop”)– Genuinely valuable info
• Google Guy taught us how to work with the algorithm– Being treated with respect
• This barter only works if they are actively talking about your company• Make sure the info you provide is what they are looking for
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How Business can “Do” Social Media
As with ANY mass audience, you simply can’t win them all
However,• Some readers are inspired by the truth • Others are looking for a good reason to like you• If you can swing some to your side, why wouldn’t you• And, if you don’t reach out to these folks, someone else will
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How to Get Started
Start Practicing• Set up a Blog
– Trusted network – Supported publishing
• Error alerts• Content monitoring
– Web 2.0 Syndication• Syndic8• Technorati• Etc.
– Moderated Comments• On / off
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Thank you
Marci De VriesImre Communications410-821-8220
Marci403 @ aol.com (IM)Marcidevries (Twitter)iMarketer Blog