mica keynote speech 6-17-2013 by blaine millet - wom10
DESCRIPTION
Keynote Speech at MICA National Conference in Naples, FL June 2013. Presented how Social Media is changing the world and we are in the midst of a Revolution. The revolution is ALL ABOUT ME and is the integration of how the Customer Experience is now a key driver for the success of social media. Social media is very favorable for B2B and is all about building deeper relationships and building advocates.TRANSCRIPT
SOCIAL MEDIA…It’s IMPACT on our Daily Lives
ME
The TSUNAMI WHY
FUTURE WHAT WORKS
The TSUNAMI
The Industrial Revolution
TRADITIONAL marketing
Direct Mail TV Newspaper Radio Newsletters Yellow Pages PR Firms Ad Agencies Billboards Banner ads, etc.
All TRADITIONALmarketing wasdesigned too…
INTERRUPT YOU
Something happened…
44% DIRECT MAIL is never opened
86% of people SKIP TV ADS
Most major NEWSPAPERS will be gone in 3 years
GOOGLE’S advertising revenue Is BIGGER
than the ENTIRE US PRINT industry
Today’s MARKETING Spend• 90%+ Social Media• 87% E-mail• 61% SEO (Search Engine Optimization)• 59% Event Marketing (speaking, etc.)• 55% Press Releases• 39% Direct Mail• 38% Online ads (Google Adwords, etc.)• 34% Print ads• 25% Sponsorships• 18% Mobile Marketing• 18% Webinars• 16% Radio Ads• 11.5% Television Ads
TRADITIONAL marketing DIEDSOCIAL MEDIA marketing LIVES
SKEPTICAL? Believe it’s a FAD?
14PHOTO: FLICKR.COM/PHOTOS/YUGENRO
The world is changing… has changed…
A new way to
COMMUNICATE
Completely
SOCIAL MEDIA is a way to…
connect, engage, tell storiesbe more helpful to your audience
build stronger relationshipscreate more advocates who share proactively
leverage word-of-mouth…on steroids
…less than 30% use it this way today!
Social Media “ISN’T”…
BROADCASTINGPROMOTINGSPAMMING
telling us what kind of muffin you’re
having or how important you are…
What we SAYIsn’t alwaysWhat gets HEARD
WHYShould we care?
The INTERNET happened…
Trillion webpages are live on the internet14.3
DIGITAL INFORMATION created and shared
2013: projected at 4 Zettabytes 2015: rising to 8 Zettabytes
1 Zettabyte is 1 Trillion Gigabytes (created by IDC)
Every 48 hours…
1999: 38 Million People had Broadband internet…
Today: 1.2 Billion have broadband on their Mobile Phones
More people have a MOBILE service…
than access to SAFE DRINKING WATER and ELECTRICITY in the world today.
1,000,000,000 cars and trucks in the world
3,000,000,000 credit cards
7,000,000,000 world population
9,000,000,000 connected devices in use globally
4B of 7B people worldwide have a mobile phone…
only 3.5B use a toothbrush
INTERNET has COMMODITIZEDEVERYTHING
70% …of businesses acquire a customer from their BLOG when blogging 2-3 times/week
44%
62%
62%
52%
…of businesses have acquired a customer through their TWITTER account(s)
…of businesses have acquired a customer through their use of LINKEDIN – B2B = 65%
…LESS COST PER LEAD using social media than traditional outbound marketing
…of companies acquired a new customer through their use of FACEBOOK – B2C = 77%
It’s TIME to take Social Media SERIOUSLY
of peopleTRUST ADVERTISING14%of people TRUST RECOMMENDATIONSvia social media
90%
The BIGGEST Reason…
ME
The NEW World
Our new CUSTOMER …ME
WHAT
Is ME going toTALK ABOUT???
“PUSH” Sales/Marketing
Self-serving Communications
Broadcast Messaging
“Interruption” Marketing
“PULL” Sales/Marketing
Word-of-Mouth Engagement
Building Relationships & Advocacy
“Permission” Marketing
CompanyCentric
Customer Centric
WHAT WORKS
Word-of-Mouth
Center of ALL Business
On Social Networksmore than 50% of the
Conversation is about their
EXPERIENCE
A WOW CUSTOMER EXPERIENCE
Builds RELATIONSHIPS
Creates ADVOCATES
Drives WORD-OF-MOUTH
EXPERIENCES lead to WOM
Whoever gets talked aboutthe most…
WINS
“OLD” Brand
How BIG is your Budget?
“NEW” Brand
The CONVERSATION
Our Ultimate GOAL
Getting our Audience to SHARE their WOW - Memorable Experience with others…
Word-of-Mouth One-to-One Social Media One-to-Many
It’s NOT about
the TOOLS
It’s ALL about the STRATEGY
of businesses don’t have a plan to stay competitive in the new mobile world.
74%
Customer Centric Social Media Strategy…
Website
Blog
FUTURE
The FUTURE ofCUSTOMER EXPERIENCEand PRIVACY
Ordering a Pizza…
TOP TEN Trends - Predictions
1. VIDEO – YouTube – Killer app
2nd LARGEST Search Engine
1.1 BILLION hours of video content added EVERY 24 HOURS
TOP TEN Trends - Predictions
2. BLOGGING – site platform
3. WORD-of-MOUTH - will be key metric
LADY GAGA has more followers thanTHE PRESIDENT
One TWEET will reach more people than
COMBINED in print in one day…
TOP TEN Trends - Predictions
4. COMMUNITIES – future of marketing
5. MOBILITY – always connected
TOP TEN Trends - Predictions
6. HELPING – top relationship builder
7. NOISE – getting better at eliminating it
8. MARKETING - bigger $$ than IT
9. SALES – transformed & accelerated
10. EMPLOYEES – will be innovators and creative, not tenured
Lead the change
Follow someone’s change
Stay behind…
Your OPTIONS as Leaders…
“It is not the STRONGEST of the species that survive, nor the most INTELLIGENT, but the one MOST RESPONSIVE TO CHANGE.”
-- Charles Darwin, scientist
Thank YOU…