the new marketer

38
The New Marketer: How the Role of the Marketer Is Changing as the Result of the Social Web Jen McClure May 26, 2010

Upload: sharisax

Post on 10-May-2015

639 views

Category:

Business


0 download

DESCRIPTION

See Jen McClure's entire presentation report: http://sharisax.com/2010/06/16/the-new-marketer-must-be-social-media-savvy/

TRANSCRIPT

Page 1: The New Marketer

The New Marketer: How the Role of the Marketer Is Changing as the Result of the Social Web Jen McClure May 26, 2010

Page 2: The New Marketer

Get ready for change & more change

38 years

0 years

20 years

1 year

Years to Reach 50 million Users:

• Radio (38 Years)

• TV (13 Years)

• Internet (4 Years)

• iPod (3 Years)

• Facebook added 100 million users in less than 9 months

• iPhone applications hit 1 billion in 9 months

• In 1 year Hulu grew to 373 million streams.

Page 3: The New Marketer

First, some facts  Social Media has overtaken porn as the #1 activity on the Web

 Online video has a 40% better greater recall than TV

 Half of all American’s over 12 have a social networking profile up 2x from 2008

 42% chose the Internet as most essential just 5% said newspapers

 300K new Twitter accounts are added every day

 More Fortune 500 companies have a Twitter account than a public-facing blog

 People now visit Facebook more often than they use Google and Twitter is replacing Google in search

 If Facebook was a country it would be third behind China and India and the fastest growing segment on Facebook is 55-65 year-old females

 78% of consumers trust peer recommendations , only 14% trust advertisements

 Only 18% of traditional TV campaigns generate a positive ROI

 84% of marketers said they were shifting marketing $ away from advertising and into tranactional ads.

Page 4: The New Marketer

Why Social Media Works

  Before:   Today

Hey, everyone I’ve got a business!

Hey, do you need some

help?

Page 5: The New Marketer

The Times, They Are A Changing

•  The Army recruited more via a video game than all other advertising efforts

•  Procter & Gamble is now paying for engagement, not eyeballs

•  Sodexo cut $300K (NET) of its recruitment budget using Twitter

•  IBM sells more with a $500 podcast than it does from an ad

•  11 moms improved Wal-Mart's image & delivered measureable increases in sales

•  The Red Cross raised $35 million for Haiti relief via texting in one week

•  Dave Carroll (United Breaks Guitars) cost United $180M

•  The cost of more than 51,000 replacement guitars.

Page 6: The New Marketer

The Old World of Marketing Communications

 Creating, managing and monitoring the message

 Limited number of management/spokespeople to communicate with   Employees

 Media

  Public

 Some content creation

Page 7: The New Marketer

The New World of Corporate Communications

  New tools and technology platforms

  A freer exchange of opinion and communication

  Conversational or participatory communications

  Level playing field

  Silos breaking down

  Old role of gatekeeper of “the message” crumbling

  New ability to communicate directly with many publics

  Relationship development

Page 8: The New Marketer

Top Trends

  Increasing adoption of social media across all sectors of business and all types of organizations

  Widening gap between adopters and non-users of social media

  More “Behind the Firewall” initiatives

  Increased focus on ROI and tying social media to hard measures like lead generation, sales and traditional business goals and initiatives

  Social media is not just for communications initiatives anymore: Increased integration of with other business functions like customer service, CRM, knowledge management, training, sales, etc.

  Increased integration of social and more traditional business applications, i.e. LinkedIn with Outlook, Gmail with Buzz, Facebook with everything

  Business and organizational models are increasingly being disrupted by social media

  Privacy concerns are increasingly an ethical issue to be considered and addressed

  Mobile is changing everything …

Page 9: The New Marketer

Social Media & Hiring   CareerBuilder has named social media as #2 in the

top 10 hiring trends.

  Social Media Experts will be in high demand.

  40% of employers are putting a greater emphasis on social media

  One in five employers is adding social media employees’ responsibilities

  8% of employers plan to hire someone new to focus focus on social media

  New titles and roles: Blogger in chief, Social Media Strategy Officer, Social Media Managers, Online Community managers, etc.

Page 10: The New Marketer

New Titles Emerging   Social Media Director

  Social Strategist

  Blogger-in-Chief

 Online Community Manager

  Social Media Producer

  Etc.

 New titles are emerging every day!

Page 11: The New Marketer

Corporate Use of Social Media

  49% of the Inc. 500 are using social networking   45% of the Inc. 500 are using online video

  31% of the Fortune 500   10% increase over 2008 for Fortune 500 companies

  86% of the Fortune 500 link directly to a corporate Twitter account   300% increase over the 2008 study

  35% of the Fortune 500 have active Twitter accounts   47% of the top 100 companies have a Twitter account   4 of the top 5: Wal-Mart, Chevron, ConocoPhillips and General

Electric – consistently post on their Twitter accounts.   The number one ranked company, Exxon Mobil, does not have a

Twitter account.   The insurance industry has the most Twitter accounts

Source: The Inc. 500 & Fortune 500 & Social Media: Longitudinal Studies by SNCR Sr. Fellow & Research Chair Nora Ganim Barnes, PhD & Eric Mattson

Page 12: The New Marketer

A good listener …

Page 13: The New Marketer

A good conversationalist …

Page 14: The New Marketer

An enabler…

Page 15: The New Marketer

A trainer…

Page 16: The New Marketer

A collaborator…

Page 17: The New Marketer

A storyteller…

Page 18: The New Marketer

A talent scout…

Page 19: The New Marketer

A producer…

Page 20: The New Marketer

A data analyst…

Page 21: The New Marketer

A knowledge manager …

Page 22: The New Marketer

A change manager…

Page 23: The New Marketer

A connector…

Page 24: The New Marketer

A conductor…

Page 25: The New Marketer

The Age of Social Media: An Opportunity & A Challenge

Opportunities:

  Enable valuable conversations

  Ability to gain feedback

  Strengthen relationships

  Enhance loyalty, trust, thought leadership, image enhancement

  Increase search engine visibility

  Grow brand visibility

  Deliver timely & candid information on industry trends & issues

  Augment traditional news and communications channels

Challenges:

  PR & organization need to re-gain trust and credibility

  Corporate messaging increasingly irrelevant

  Market and audience segments more focused

  Communication as well as product & service quality crucial to maintaining loyalty, trust, relationship & influence

  New technology

  IT concerns (excuses)   Bandwidth   Security   Compliance   Management & Support

Page 26: The New Marketer

Benefits of Social Media   Improved communications & teamwork

  Idea-sharing

 Relationship-building

 Complement to traditional PR

 More open dialogue with key audiences   (e.g., accountants, open source community)

 Product development & innovation

 Customer service improvements

  Increased loyalty

 Reputation building

 Peer-to-peer tech support

Page 27: The New Marketer

And now here’s the quiz….

Page 28: The New Marketer

Are you a new marketer?

Page 29: The New Marketer

Does your organization have a social media policy?

Page 30: The New Marketer

Are you ready to give up stringent control of “the message?”

Page 31: The New Marketer

Do you know how to really listen?

Are you ready to become the ears of your organization, not just the mouthpiece?

Page 32: The New Marketer

Are you ready to commit yourself to engaging and conversing?

Page 33: The New Marketer

Are you ready expand the number of communicators in your organization?

Are you willing to empower colleagues across all disciplines to have more of a voice inside and outside the organization?

Page 34: The New Marketer

Do you know how to blog, podcast, produce video, create an online community?

Are you ready to teach others in your organization how to use them?

Page 35: The New Marketer

Are you ready to be the strategic hub of your organization & take a seat at the table?

Page 36: The New Marketer

Benefits of Social Media – “ROI”   Improved communications & teamwork

  Idea-sharing & collaboration

  Relationship-building

  Complement to traditional PR

  More open dialogue with key audiences

  Product development innovations

  Customer service improvements

  Increased employee and customer loyalty

  Reputation enhancement

  Peer-to-peer tech support

  Improved efficiency & effectiveness

Page 37: The New Marketer

For more in-depth education

A global nonprofit 501(c)(3) think tank dedicated to the advanced study of the latest developments in new media and

communications, and their effect on traditional media and business models, communications, culture and society.

www.sncr.org

+1 (408) 266-9658

[email protected]

Page 38: The New Marketer

Thank You! How to contact me:

Jen McClure

(650) 387-8590

[email protected]

@jen_mcclure

Skype: jenmcclure

www.jenmcclure.com