marketing through social media and relationships
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marketing through
and relationships
Sunday, March 28, 2010
I tell my friends about your brand
but because I like my friends
not because I like your brand
Sunday, March 28, 2010
86,000
50,000,000
450,000,000
200,000,000
source: ecom score media metrics
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
have you ever “friended” a brand on Facebook or MySpace?
40.10%
59.90%NO
YES
0.70%
5.00%
6.20%
18.20%
32.90%
36.90%
Service, support or product news
i am a current customer.
Exclusive deals or offers
Other people I know are fans of the brand.
Interesting or entertaining content.
Other
what is the primary reason you “friend” a brand?
Source: Razorfish study
Sunday, March 28, 2010
have you ever followed a brand on Twitter?
25.50%74.50%NO YES
0.40%
3.50%
6.30%
22.70%
23.50%
43.50%
Service, support or product news
i am a current customer.
Exclusive deals or offers.
Other people I know are fans of the brand.
Interesting or entertaining content
Other
what is the primary reason you follow a brand on Twitter?
Source: Razorfish study
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
we used to watch
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now we create
Sunday, March 28, 2010
our relationships with media are
more complex than ever
Sunday, March 28, 2010
community is our new source of content
Sunday, March 28, 2010
we want to do business with a person
Sunday, March 28, 2010
we possess more power than ever
Sunday, March 28, 2010
and we take it wherever we go
Sunday, March 28, 2010
there’s no such thing as perfect, only perfects
Sunday, March 28, 2010
the mp3 is good enough
Sunday, March 28, 2010
attention is the new scarcity
Sunday, March 28, 2010
Sunday, March 28, 2010
Social media is about getting others to tell our stories for us
Sunday, March 28, 2010
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It’s about inspiring them to actually write and create those stories with us.
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Better yet, allow the consumer to become the story.
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community
engage
content
interest plan
collaborate
audience
target
message
media plan
penetrate
Sunday, March 28, 2010
build listening stations
Sunday, March 28, 2010
Text
Sunday, March 28, 2010
$
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engage based on a user’s mode
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rethink your brief
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1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31
March 2010
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Sunday, March 28, 2010
blogosphere
search
social content
social networks
Original branded content and utility
Channel content is
promoted and posted to
blogs.
Profiles are promoted to the blogs.
Friends and fans join your network.
Channel content is posted to profiles.
Profiles drive traffic to the content
channels.
Blogs will drive traffic and
members to the profiles.
Sunday, March 28, 2010
Sunday, March 28, 2010
change your organization
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Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
employee mobilization
crisis management crowdsourcingviral mobilization search engine optimization
content creation
utility applications
listening stations
blogger relationspresence engineering
measurement analytics
alliancesbrand strategy web development
creative
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commitment
Sunday, March 28, 2010
agility
agility
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
thank you.
Sunday, March 28, 2010
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