social media today: marketing in new ways
DESCRIPTION
Nader Ali-Hassan, Associate Director, Social Media Strategy at Razorfish discusses how to evaluate, execute and measure social media campaigns to boost business. Nader has more than six years of experience in managing interactive accounts and assembling interactive programs. His areas of focus have been in social media, online strategy, online reputation management, search engine marketing, online partnerships, and blogger outreach. At Razorfish, Nader provides social media strategies, execution, and management for a number of clients, including Delta Air Lines, Mercedes-Benz USA and numerous CPG brands. Nader holds a Juris Doctorate and is thankful everyday that he is not a practicing attorney.TRANSCRIPT
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Social Media today: Marketing in new ways
May 2012
Roadmap:Quick Background
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Top Themes in Social
Media Like • Comment • Share
Time for Questions?
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Today, people will…
Make 375,000 editsto Wikipedia
Tweet 340 million times
Upload 70,000 hours of video to YouTube
Upload 250 million photos toFacebook
Create 100,000new blogsusingWordpress
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The need to createSocial Media is. . .
the need to connectAnd
The social media network
We are on a journey
AnalogWorld
DigitalWorld
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Devices are magnifying this trend
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Social Media is marketing in a different way
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This is disrupting the norm
But why should we care?
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2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.
6 themes to consider
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People first. Platforms second.
Each one of us is at the center
15*Paul Adams
Brand Sitesproduct/brand information
CRMon-going relationship
building
MobileInstant product support
and entertainment
Loyaltyunified promotions and
rewards
Socialprograming that drives
conversation, participation and sharing
Paiddrive mass awareness
and trial
PartnershipsOccasion-based and entertaining content
In StoreSeamless integration to
place of purchase
Social marking can not live in a vacuum…
SOCIAL
PAID
IN STORE
BRAND SITES
CRM
MOBILE LOYALTY
PARTNERSHIPS
YouTube
.Com
Email Mobile
Blogs
.Comproduct/company
information, questions, coupons
Emaildirect, personal digital
communication
Mobileone-on-one
communication, personal connection to channels
and networks
Blogsone-to-many, opinion
communication
Twitterpublic, quick,
interest-driven, text-based communication
Facebookconnecting and engaging within a broader personal
network
YouTubepublic, video-based
information and entertainment
Pinterestopen, visual, simple,
interest-based curating
… And neither should each platform
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What are the implications of this?
• The first question in every strategy should be centered around your customer, and what need will this fulfill for them
• Don’t create a “Facebook Strategy”
• Be platform agnostic • It’s the relationships that matter
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Rumors of Facebook’s demise are greatly exaggerated
By the numbers….
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http://www.blogherald.com/2012/02/15/facebook-2012-infographic/
The experience is expanding beyond a status update
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These new tools are expanding the experience on Facebook
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What are the implications of this?
• As we think about how to leverage social platforms, expand your horizons
• Don’t reinvent the wheel • Success will be a combination of paid and organic
strategies
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It’s easier to share
• Social media has evolved from long form content to push buttons
Source: http://blog.eladgil.com/2011/12/how-pinterest-will-transform-web-in.html
Our attention spans are shrinking
Push Button & Curating
Long form
Short form
2000 2012
Find an image at the original source…
…Post to Pinterest…
…to Facebook or Twitter...
…back to Pinterest…
Ultimately, Pinterest facilitates cross-platform sharing.
But does its ease push away consumers?
http://www.flickr.com/photos/oliverjd/6310449752/
What is the impact of all of this?
• Whatever you do, keep it simple!
• The shinny object, is not necessarily the right object
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Ceding control of your brand will be rewarded with loyalty.
• New media landscape gives control to anyone with a mobile phone and a keen eye for content
• News outlets (CNN to YAHOO) leverage citizen journalists to aide in their storytelling
• Brands are beginning to offer a platform for consumers to submit user generated content (UGC)
• They gamify the experience to provide a reason for return engagements
Contributor networks give power to their people
Crowdsourced Hamburger
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Video to go here
What are the implications of this?
• Social networking is disrupting traditional models.
• Seize the initiative before it disrupts your category and your business.
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Influence infiltrates all.
Extensions of your daily graph
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Levi’s
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What are the implications of this?
• You’ve got new marketing tactics to leverage
• You can optimize your media spend even further
• Your social influencers can bring in more consumers
• You need new metrics for evaluating customer value
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Measurement: Listen, Mine, Monitor and Ladder-Up.
Listening: Conversations That Mention You
ListenUnderstand what people are saying
EducateDistribute valued
content
EvolveGive your customers a voice in your business
EnergizeActivating your
advocates
AddressBe a resource for your
customers
Mining: Find your White Space
Monitoring: Test and learn
New Tools exist to provide much more in-depth information about your content
Page 40 © 2010 Razorfish. all rights reserved.
From a Social Analytics Perspective, Our Goal is to Measure Social Across Channels
EmailSocialClient DataSearch .comDisplay
Profiles &Segments
Email metricsConsumer &
Business MetricsSite metricsSocial metrics Media metricsMedia metrics Attitudinal
Silo reports provide a detailed view at a channel level and have a role in optimizing channel performance.But this can/must be improved to tell a cross-channel story with comprehensive tagging, data collection,
and analytics strategies.
Mobile
Mobile metrics
Apps
Apps / Client Data
Recap: 6 themes to consider
1. People first. Platforms second.2. Rumors of Facebook’s demise are greatly
exaggerated.3. It’s easier to share.4. Ceding control of your brand will be rewarded
with loyalty.5. Influence infiltrates all.6. Measurement- Listen, Mine, Monitor and Ladder-
Up.
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Thanks
Nader Ali-HassanAssociate Director, Social Media@nadees