four steps toward marketing in the age of social media

MARKETINGin the age of social media

Tuesday, October 19, 2010

this is advertising


this is social media


see any difference?


advertising is controlled by brands


advertising is controlled by brands

social media is controlled by consumers


We are living through the disorientation that comes from

including 2 billion new participants in a media landscape

previously operated by a small group of professionals.


the consumer wants to create

1 2 3 4 5 6 7 8


we have complex

relationships with media

1 2 3 4 5 6 7 8


community is our new

source of content

1 2 3 4 5 6 7 8


1 2 3 4 5 6 7 8

we want

to do business

with an individual

7


we join forces to exert influence

1 2 3 4 5 6 7 8


there’s no such thing as perfect

1 2 3 4 5 6 7 8


1 2 3 4 5 6 7 8

we have a new definition of quality


1 2 3 4 5 6 7 8

attention is the

new scarcity


so, what does this mean for you?


stop thinking like a marketer

one


I tell my friends about your brand not because I like your brand but because I like my friends.

Mike Arauz, Undercurrent


prospects

messages

target

media plan

penetrate

community

experiences

invite

interest plan

collaborate


you have to give something

rather than ask for something.


start by answering the right questions

two


do we stand for?

is our community?

do they hang out?

is our content?

will people share it?

can they get involved?

will keep it going?

do we want to get out of our efforts?

what

who

where

what

what

what

how

how


three

take the time to

learn the basics


listen

engage

inspire

build

mobilize


social blogs

content apps

search website

engineer your presence


december 2010

master conversation strategy


listening tracking analytics management

select the right tools


know what you’re going to measure

Data sources: Radian6, Google Analytics

Aug-‐2010

Message Board/Forum

2%

Social Network22% Twitter

27%

Video/Photo Sharing8%

Other Media0%

Mainstream Media1%

Blog40%

social media performance dashboard //

the social web

outcomes

OVERALL SITE TRAFFIC BY SOURCE

discussions

DISCUSSION SENTIMENT - THIS MONTHAUTHORS AND MENTIONS

reach Authors mentioning

Century 21 this month14,047

Quantity and quality

of discussions

Topics and sentiment

composition

Engagement indicators

of purchase intent

1%66%% of positive over

negative this month

Overall site

engagement

rate

SOCIAL REFERRAL VISIT TRENDSSOURCES OF MENTIONS - THIS MONTH

LEAD - TOTAL YEAR TO DATE

POSITIVE AND NEGATIVE THEMES - THIS MONTH

MAINSTREAM MEDIA CENTURY 21 POSITIVE VS NEGATIVE SENTIMENT

Negative Opinion

Reach: Conversations surrounding the CENTURY 21 brand are happening in various online communities . The number of Authors mentioning C21 increased further through August, an increase of 16% from last month.

14, 047 Authors mentioned the brand 15,239 times in August.

88% of the mentions have been neutral in tone with 10% being positive and 2% being negative .

About 40% of all mentions happen in Blogs. Among the other sources the major ones are Twitter and Social Network contributing 27% and 22% respectively.

8,7599,800

11,1129,736

7,691

10,323 12,105

14,0479,493

10,527 12,110 10,7398,360

11,10312,717

15,239

0

5,000

10,000

15,000

20,000

Jan Feb Mar Apr May Jun Jul Aug

Authors

Mentions Positive10%

Negative2%

Neutral88%

Sentiment

62%51% 47%

42%

62%52%

68% 66%

-‐100%

-‐80%

-‐60%

-‐40%

-‐20%

0%

20%

40%

60%

80%

100%

Jan Feb Mar Apr May Jun Jul Aug

Positive Opinion

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Jan Feb Mar Apr May Jun Jul AugDirect Visits Organic Vists Social Visits Paid Traffic Visits

01,0002,0003,0004,0005,0006,0007,0008,0009,000

10,000

Jan Feb Mar Apr May Jun Jul AugFacebook Visits Twitter Visits Blog Visits Press Release

DirectPaid Search Organic Search

Social Media

0%

1%

2%

0% 10% 20% 30% 40% 50%

Total Lead

Rate

Pct of Total Visits

Bubble size = Visit Volume

Topics

ALL POSITIVE

NO POSITIVE

By what percentage does positive sentiment exceed negative sentiment?

Envirnoment 2%For sale

22%

Personal Finance9%Real

Estate57%

Mortgage9%

Home Improvement1%

26,874,42715,314,106

60,067,106

6208290

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

Apr May June July August

Mainstream Media Impressions

Facebook Impressions


be creative

four


"We are now as much a

media-content company as

we are a design company."

Christopher Bailey, CCO of Burberry.


rather than buy the medium, own the medium


create a direct line of communication to customers


include fans in the creation of your business


share everything you know


make content one of your product offerings


create a community that people want to join


hijack a news story


turn an analog event into a digital experience


Brand bowl

creating an experience


leverage existing communities


AJ Bombers


invite everyone to experience your “brand.”


influence behavior with game dynamics


interactive

participatory

shareable

ongoing


what are we doing for Century 21?


buyer/seller tab


FEB 2007

OCT 2008


...for system members


iPhone


be socialgo forth and


four steps toward marketing in the age of social media

Real Estate

social media

negative

mentions

tuesday

2010 tuesday

month

2010 advertising

positive