Download - Ssm overview w13
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The Groundswell
The Social Web
The Interactive Internet
Social Media
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social media in the news...
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Web 1.0get noise
• read content• paid content• move to digital• static sites• push content• eCommerce
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Web 1.0get noise
• read content• paid content• move to digital• static sites• push content• eCommerce
Web 2.0make noise
• user generated• interactivity/sharing• connectivity• pull content/free• social networking• streaming audio• streaming video
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Web 1.0get noise
• read content• paid content• move to digital• static sites• push content• eCommerce
Web 2.0make noise
• user generated• interactivity/sharing• connectivity• pull content/free• social networking• streaming audio• streaming video
Web 3.0filter noise
• real-time• ubiquitous (always connected) • location aware• sensors• tailored (smaller screen) • high-quality camera & audio
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The Evolution of the Web…
Web 1.0get noise
• read content• paid content• move to digital• static sites• push content• eCommerce
Web 2.0make noise
• user generated• interactivity/sharing• connectivity• pull content/free• social networking• streaming audio• streaming video
Web 3.0filter noise
• real-time• ubiquitous (always connected) • location aware• sensors• tailored (smaller screen) • high-quality camera & audio
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Discovering, inventing and sharing with blinding speed all over the globe.
Markets are conversations.
Conversations are natural, open, honest,
direct, funny, shocking... and human.
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What’s a fan?
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LEGOs as a creative mediumAdult Fans - $2,000/year in LEGOs
Current fan base, active communityLEGO Ambassadors
Ambassadors: - Builds relationships & 2-way
communications- Help spread info about new products to
their networks
Jake McKee & AFOLs
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3000 pieces$300
“You’re Insane!”
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People Creating: blogs People Connecting: social networks People Collaborating: wikis People Reacting: forums, ratings and reviews People Organizing Content: tags
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I trust people like me
• Blogs influence purchases
• Blogs play a critical role in decision making
• Blogs have similar impact to a personal recommendation from a friend
http://www.marketingcharts.com/online/blogs-influence-consumer-purchases-more-than-social-networks-6616/
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I want to engage with brands
• 36% of online customers think more positively about a company that has a blog
• Marketing, public relations and customer service are converging. Customers expect to be heard.
• 56% of customers feel better about companies and their brands when they can interact with them through social media.
• 57% feel better served
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Objection #5These social media tools are just a fad. Why spend the time/money?
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http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html
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Objection #4: Social media is
great for companies
trying to reach teens... but our
customers aren’t using it.
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The average age of users on every
major social network... over 35.
Women outnumber men on nearly every social network and social media site.
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The Marketing Funnel
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The Marketing Funnel
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Objection #3:People hide behind
social media as a tool to be mean,
rude and critical of our organization.
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You’re right! And they are going to complain whether you are listening and responding or not.
Social Media is a Convergence of PR, Marketing and Customer Service
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Need better example. Maybe red cross
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Objection #2: It takes too much time & staff expertise that we
just don’t have. Monday, September 23, 13
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get training, get help, dedicate resources and commit
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What not to do: - Don’t hand your social media over to an intern - Don’t be afraid to try stuff out - Don’t jump in without trying it for yourself with personal accounts first.
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Objection #1: You can’t measure social media, so how will we know if it’s worth the time/
money/effort/angst?
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The Trinity of Measurement
InterestAttitudes
ActionMonday, September 23, 13
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