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Social Media
Getting Oriented: Shifts and
Business Implications

                               MediaCatalyst
Overview
Examples
Measuring the Social Landscape
Getting Started
Best Practices
Appendix
Overview
Shifting Media and Relationships; Business Implications




                                                          MediaCatalyst
social media is
conversation(al)
Social Media: Strategic Overview & Business Implications
Media created by people using simple,
low-cost publishing technologies




   Encourage communication & interaction
   between peers and with public audiences

                       Interactions and content
                       are driven by participants

Builds shared meaning among communities, as
people share their stories and experiences

                 Introduces social elements and
                 dynamics to media and technology
Elements of Social Experiences

        presence

 sharing        relationships

         identity

conversations reputation

         groups
identity          sharing

  conversations




             relationships
Social Media: Strategic Overview & Business Implications
Life Streaming
People gather all personal digital activity


Publish as a stream for others to follow


Network members subscribe


Example: Friendfeed


Awareness, relationships, community


Life streaming drives social network
usage: Facebook redesign
Facebook
Social Media: Strategic Overview & Business Implications
The Social Layer




     Media
   Technology
    Business
The Social Layer




Comments
                Media
              Technology
               Business
The Social Layer




 Comments
                 Media
Reviews
               Technology
                Business
The Social Layer




 Comments
                  Media
Reviews
                Technology
                 Business
   Sharing
The Social Layer




 Comments
                   Media
Reviews
                 Technology
                  Business
   Sharing

             Publishing
The Social Layer




 Comments
                   Media
Reviews
                 Technology
                  Business
   Sharing

             Publishing
                          Ratings
The Social Layer




 Comments
                   Media
Reviews
                 Technology
                  Business
   Sharing
                                    Dialog
             Publishing
                          Ratings
The Social Layer




 Comments
                   Media
                                       Messages
Reviews
                 Technology
                  Business
   Sharing
                                    Dialog
             Publishing
                          Ratings
The Social Layer




 Comments
                   Media
                                       Messages
Reviews
                 Technology
                  Business             Editing
   Sharing
                                    Dialog
             Publishing
                          Ratings
The Social Layer


          Reputation


 Comments
                   Media
                                       Messages
Reviews
                 Technology
                  Business             Editing
   Sharing
                                    Dialog
             Publishing
                          Ratings
The Social Layer


                          Community
          Reputation


 Comments
                   Media
                                       Messages
Reviews
                 Technology
                  Business             Editing
   Sharing
                                    Dialog
             Publishing
                          Ratings
The Social Layer


                          Community
          Reputation
                                    Networking
 Comments
                   Media
                                       Messages
Reviews
                 Technology
                  Business             Editing
   Sharing
                                    Dialog
             Publishing
                          Ratings
The Social Layer


                          Community
          Reputation
                                    Networking
 Comments
                   Media
                                       Messages
Reviews
                 Technology
                  Business             Editing
   Sharing
                                    Dialog
             Publishing
                          Ratings
Media & Communication Shifts

Broad                          Micro


Impressions                    Impact


1-way                          2-way


1-channel                      Cross-media


Unrelated                      Relevant
Media & Communication Shifts

                  Addressability
Broad                              Micro


Impressions                        Impact


1-way                              2-way


1-channel                          Cross-media


Unrelated                          Relevant
Media & Communication Shifts

                  Addressability
Broad                              Micro

                   Measurability
Impressions                        Impact


1-way                              2-way


1-channel                          Cross-media


Unrelated                          Relevant
Media & Communication Shifts

                  Addressability
Broad                              Micro

                   Measurability
Impressions                        Impact

                   Interactivity
1-way                              2-way


1-channel                          Cross-media


Unrelated                          Relevant
Media & Communication Shifts

                  Addressability
Broad                              Micro

                   Measurability
Impressions                        Impact

                   Interactivity
1-way                              2-way

                    Continuity
1-channel                          Cross-media


Unrelated                          Relevant
Media & Communication Shifts

                  Addressability
Broad                              Micro

                   Measurability
Impressions                        Impact

                   Interactivity
1-way                              2-way

                    Continuity
1-channel                          Cross-media

                     Context
Unrelated                          Relevant
Everything Is Social




        Consumer


Enterprise   Government
Everything Is Social




        Consumer


Enterprise   Government
Consumer

By Participants:   By Businesses:
      Digg              Hulu
   YouTube            ABC.com
   Facebook        Console Gaming
      Flickr        The Guardian
  LiveJournal         Amazon
     Blip.fm
Interaction
is the
source of
value for
social
experiences
In 2008, over two-thirds (67%) of the global online
population visited what Nielsen dubs "member
communities," which include both social networks and
blogs.


That placed "member communities" as
the fourth-largest online category, ahead
of "personal email."
interaction
Twitchhiker

Journalist Paul Smith
travels, raising money
for a favorite charity.




                                 He uses social
                                 media to plan &
                                 publish his journey.
An independent cross
media campaign...
“Social media tools allow
consumers to define whatʼs
   worthy of attention.”
Relationships & Interactions


                Micro


               Impact

Enterprise     2-way       Customers


             Cross-media

              Relevant
Relationships & Interactions


                Micro


               Impact

Enterprise     2-way       Customers


             Cross-media

              Relevant
Social Media: Strategic Overview & Business Implications
Marketing & Advertising   Customers



CRM & Support
Human Resources                  Customers



Sales
Product Management                    Customers



Research & Development
Innovation
Finance
Operations                     Customers



Information Technology
Regulatory Compliance
Marketing & Advertising                   Customers



CRM & Support
Human Resources                                  Customers



Sales
                          Interactivity
Product Management                                    Customers



Research & Development
Innovation
Finance
Operations                                     Customers



Information Technology
Regulatory Compliance
Marketing & Advertising                      Customers



CRM & Support
Human Resources                                     Customers



Sales
                             Interactivity
Product Management                                       Customers



Research & Development
Innovation
Finance
                     Continuity
Operations                                        Customers



Information Technology
Regulatory Compliance
Context
Marketing & Advertising                      Customers



CRM & Support
Human Resources                                     Customers



Sales
                             Interactivity
Product Management                                       Customers



Research & Development
Innovation
Finance
                     Continuity
Operations                                        Customers



Information Technology
Regulatory Compliance
Context
Marketing & Advertising                       Customers



CRM & Support
                          Measurability
Human Resources                                      Customers



Sales
                              Interactivity
Product Management                                        Customers



Research & Development
Innovation
Finance
                     Continuity
Operations                                         Customers



Information Technology
Regulatory Compliance
Social Media: Strategic Overview & Business Implications
Groups      Community




                                                                            Individuals
 Enterprise
                                                Leaders




                                                               Influencers

Enterprise                Advocates




                                                                                          Community


 Enterprise                           Critics




             Enterprise                           Unaware
Groups      Community



                          Measurability                                         Individuals
 Enterprise
                                                    Leaders




                                                                   Influencers

Enterprise                    Advocates




                                                                                              Community


 Enterprise                               Critics




             Enterprise                               Unaware
Groups      Community



                          Measurability                                         Individuals
 Enterprise
                                                    Leaders




                                                                   Influencers

Enterprise                    Advocates




                                                                                              Community


 Enterprise                               Critics




                              Addressability
             Enterprise                               Unaware
Groups      Community



                          Measurability                                         Individuals
 Enterprise
                                                    Leaders




                                                                   Influencers

Enterprise                    Advocates




                                                                                              Community
                     Interactivity
 Enterprise                               Critics




                              Addressability
             Enterprise                               Unaware
Zappos
Business & Customer Goals


        Influence
                                             Awareness
  Customer Retention                       Lifetime Customer Revenue
                          Business Goals



                                            Value propositions
                            Dialog
Brand Preference

                          Customer Goals

           Satisfaction
                                              Experience
“So maybe instead of getting your company on twitter,
paying marketers to mention you are on twitter, and paying
people to blog about your company, forget all that and just
make awesome stuff that gets people excited about your
products, hire people that represent the company well, and
when your stuff is so awesome that friends share it with
other friends, you may not even need "social media
marketing" after all.”

Matt Haughey of MetaFilter
Social Media: Strategic Overview & Business Implications
A Cisco study in 2004 found that 43% of visits to online support
forums are in lieu of opening up a support case through
standard methods.

Cost per interaction in customer support averages $12 via the
contact center versus $0.25 via self-service options. (Forrester,
2006)

Jupiter Research reported in 2006 that customers report good
experiences in forums more than twice as often as they do via
calls or mail.

Ebay found in 2006 that participants in online communities
spend 54% more than non-community users.
•   U
                   na
                         w
                              ar
                                e




Anti-social
                                        of
                                                 so
              •U                                      ci
                                                        al
                   na                                           la
                      w                                              ye
                            ar                                         r
                              e
                                    of
                                             re
                                                p     ut
              •A                                           at
                   w                                            io
                                                                     n
                       ar                                                /s
                         e,
                               bu                                          oc
                                        tn                                     ia
                                                 ot                              lp
                                                      ac                              er
                                                                                        ce
                                                           tiv                            pt
              •                                                  e                           io
                   Pa                                                                             n
                        rti
                              ci
                                pa
                                        te
                                                 in
                                                      so
              •                                            ci
                                                                                                      How Social Are You?




                  In                                            al
                       flu                                            la
                         en                                              ye
                               tia                                         r
                                        li
                                             n
                                                 ec
                                                       os
              •L                                         ys
                                                                 te
                  ea                                                m
                       d
                            so
                                   ci
                                     al
                                             di
Social




                                                  al
                                                      og
                                                           s
Businesses Participating In the Conversation
Examples




                                      MediaCatalyst
Will It Blend?
Social Media & Awareness
Social Media: Strategic Overview & Business Implications
Social Media: Strategic Overview & Business Implications
Social Media: Strategic Overview & Business Implications
Social Media: Strategic Overview & Business Implications
Social Media: Strategic Overview & Business Implications
my Starbucks Idea
Solicits service improvements and
product ideas from customers


Starbucks always present – employees
participate


Interactions structured by Starbucks


Provides innovation via crowdsourcing
GetSatisfaction
Customers provide support for products
& services directly to one another using
3rd party created forum.


Structured by brand and product


Companies may participate officially or
unofficially


Customer to customer interactions create
value and effect business model
Zimride: A Social Business
» Service matches people
  who need transportation
  with carpools
» Started in California
» Spread to major US
  universities
» Growing to include
  commercial networks
»
Measuring The Social Landscape




                                 MediaCatalyst
“Almost 40% of companies found it difficult to measure
social media, and 20% found it very difficult.”

Yet....

"The benefits of social media marketing have become
increasingly clear and compelling, even if the metrics
for measuring success are still evolving"

Aberdeen
Why track online conversations?

» Know which content is making an impact and what needs to be
  managed.
» Know the sentiment of consumers, address their concerns, gain more
  insights into their needs.
» Identify the influencers, listen and learn more about them and decide
  on a path of engagement.
» Feed these insights back into the product / brand life cycle.
"...beware the traditional marketer in social media clothing.
She cannot give you a quick and easy ROI response to
your social media efforts using traditional direct marketing
tools. What a marketer can do is to put on his quantitative
hat and look for correlations between these metrics and
the ultimate goal and then refine as necessary.

By measuring the health of the customer-client online
relationship and not focusing on moment-in-time
transactions (e.g. traffic or hits), you can begin to develop
an ROI measurement for your social media efforts."
Twitchhiker “Metrics”
£ 5,200.00 raised
17,000 kilometers
11,000 followers
1500 channel views
no traditional metrics
Businesses also need to understand that social media
efforts should be analyzed for effectiveness based on
things like customer awareness through activity,
interest through interaction, and intent to buy through
registration and/or questions.

These are the types of successes that social media can
deliver; less important are traditional web analytics like
page views.
How companies have benefited from analytics

» Supporting sales: Toyota was able to save customers complaining
  online on a post-delivery issue on best-selling Camry via transparent
  and pro-active communication.

» Trend tracking: ConAgra Foods determined that sentiment for a diet
  craze was fading. They turned around a potential loss by promoting
  alternative food products and developed new types based on
  consumersʼ desires.

» Customer service: Dell developed social media strategy to address
  complaints on customer service and “Dell Hell” blog saga.
  » Thanks to sentiment analysis, theyʼve Identified concerns earlier than they
    wouldʼve had previously thanks to blog and social media commentary.
  » @DellOutlet on Twitter (620,000+ followers) has surpassed $2 Million in sales
    (June 09)
Fit Measurements To Media

Different metrics for each type of social space
 » blogs
 » micromedia
 » video sharing
 » micro-content
 » music
 » communities
 » social networks
 » crowd sourced content
How can we measure success?

 Businesses need to understand that social media efforts should be
 analyzed for effectiveness based on things like customer awareness
 through activity, interest through interaction, and intent to buy through
 registration and/or questions.
 These are the types of successes that social media can deliver; less
 important are traditional web analytics like page views.
 The question about metrics – whether for social media or not -- is,
  what data would be valuable to you,
how do we measure it accurately, and
if the insights it provides are actionable.
"Reach and frequency is a legacy of a one-way medium," said Troy Young, CMO at VideoEgg, an ad network
that shifted to cost-per-engagement pricing 13 months ago.


VideoEgg is betting that it can use data to "optimize for engagement" in social media environments for brands
like Honda, Warner Bros. and Unilever. It aims to figure out, for instance, what ad messages users are likely to
choose to play a game; advertisers pay only when users take action.


Others are trying variations of this approach. Matt Freeman, former CEO of Tribal DDB, joined GoFish -- since
renamed Betawave -- as CEO in June 2008 to take its portfolio of virtual world, animation and social-
networking sites and create the type of advertising that caters to brands by capturing attention. For instance,
Betawave digitized Sears' back-to-school line and introduced it into teen virtual worlds. It eventually wants to
structure deals based on how much attention it can deliver, rather than impressions.


"It's like going to a 3-D movie without the glasses," Freeman said. "The Internet is more dimensional, but [for
the most part] measurement criteria are the same as a one-way medium. You don't have the glasses so you're
not appreciating the dimensions."


Many buyers seem to agree. Ian Schafer, CEO of Deep Focus, said impression measurement misses the real
power of many social-media programs that are, at their root, designed for engagement.
"The goals of a lot of these ads is to get people to see content others have created or invite others," he said.
"It's not so much about the initial impression, but the lasting impressions created subsequently."


Sean Finnegan, president and chief digital officer at Starcom MediaVest Group, sees these multi-dimensional
measurement models as inevitable. The Internet has thrived until now with lower-funnel activities closely
Getting Started
Preparation, Budget & Resources, Starting Point




                                                  MediaCatalyst
Donʼt Hesitate
These changes are coming at a rapid pace, and weʼre in three of these eras by end of year. Brands should
prepare by factoring in these eras into their near term plans. Donʼt be left behind and let competitors connect with
your community before you do.


Prepare For Transparency
People will be able to surf the web with their friends, as a result you must have a plan. Prepare for every webpage
and product to be reviewed by your customers and seen by prospects –even if you choose not to participate.


Connect with Advocates
Focus on customer advocates, they will sway over prospects, and could defend against detractors. Their opinion
is trusted more than yours, and when the power shifts to community, and they start to define what products should
be, they become more important than ever.


Evolve your Enterprise Systems
Your enterprise systems will need to connect to the social web. Social networks and their partners are quickly
becoming a source of customer information and lead generation beyond your CRM system. CMS systems will
need to inherit social features –pressure your vendors to offer this, or find a community platform.


Shatter your Corporate Website
In the most radical future, content will come to consumers –rather than them chasing it– prepare to fragment your
corporate website and let it distribute to the social web. Let the most important information go and spread to
communities where they exist; fish where the fish are.
“three-quarters
of marketers
have $100,000
or less
earmarked for
social media”
"We recommend to our clients, in order to be successful,
not to approach social media marketing as experimental,
but to put the right roles, process, and measurement
capabilities in place to be effective”

“the most expensive aspects of the social media
campaigns stem from the "soft costs" involved in
developing strategy, objectives, processes, and
measurement.”

Jeremiah Owyang
Also key to long-term success in social media is having
the necessary assets on hand. For example, social media
strategists and community managers should be dedicated
resources.

To prove the value of social media to the business,
Forrester recommends marketers start with a listening
platform and then integrate social media marketing metrics
like share of voice and engagement to demonstrate the
value of these new tools.
Social Platforms   Approaches
 Listening         Open Stack
                   Walled Gardens
 Community
 Publishing
 Sharing
 Commenting
 Collaboration
 Commerce
 Streaming
Best Practices
Succeeding With Social Experiences




                                     MediaCatalyst
What
 You
Control
Trade Control For Influence




 Conversations are not campaigns
Wikipedia & The Church of Scientology
 “All IP addresses owned or operated by
 the Church of Scientology and its
 associates, broadly interpreted, are to
 be blocked as if they were open
 proxies.”

 “Individual editors may request IP block
 exemption if they wish to contribute
 from the blocked IP addresses.”

 Passed 10 to 1 at 13:31, 28 May 2009
"Best-in-class companies engage top
influencers as brand evangelists, and
then track the impact of their words and
actions in terms of return on marketing
investment," according to Aberdeen.
Super influencers are "extremely heavy users of social
media, particularly in terms of content creation."


Super influencers "fit the
typical profile of early
adopters who are likely to
try new products, take risks
and share their opinions
with friends."
Working With Influencers
The promise of creating influencer buzz lured Kmart to strike a deal with Izea last month. It targeted a half-
dozen bloggers, and provided them with $500 Kmart gift certificates. Kmart required the bloggers write about
their experiences at the store on their sites. They were not told what to write, according to Murphy, and each
post was labeled as a Kmart sponsorship.
While such programs might give journalism traditionalists the willies, they offer advertisers the chance to tap
into the groundswell of Internet buzz. Kmart's program, for instance, allowed each blogger to give away a $500
store gift card to readers. In order to enter, they had to promote the contest (and Kmart) to their Twitter
followers or leave a blog comment with the item they most wanted from Kmart. This was done 3,000 times,
yielding 600,000 network connections, according to Izea. It also generated considerable discussion.
FMP, which represents several popular Internet writers, has matched up advertisers like Dell and Microsoft with
bloggers.
"American Express's competitors are not just MasterCard and Visa," Edwards said. "It's anybody who might
have content that might show up in a Google result for a small-business search."
For that reason, AmEx hooked up with FMP to have Internet notables like author Guy Kawasaki contribute
content to an AmEx site to promote its OPEN small business service. Thanks to the popularity of Kawasaki's
personal network-he has over 45,000 Twitter followers -- his posts gain lots of readers.


For it to work, however, brands need to give up on the notion of control since the old model of advertorial won't
work well online, according to Edwards. Kawasaki was only instructed to write something that would appeal to
small business owners.


"We're looking to engage the brand in topics that are important to the brand," said Jordan Bitterman, svp of
media, marketing and content at Digitas, which works with AmEx. "They're blogging about topics important to
them. They happen to be doing it in places we'd like them to do it."
Context Is King

» Communities determine contextually acceptable
  messages and actions
» Rules, languages, identities vary greatly
» Breaking rules causes backlash
» “Collapse of context”
» Easier to break rules accidentally
Think of Facebook and social networks
as parties, the time when people are
least likely to watch advertising.

"People don't want marketing messages
in social networks or when they are
having a dinner party," Calacanis said.
IDC, the technology research firm,
published a study that reported that just 3
percent of Internet users in the United
States would willingly let publishers use
their friends for advertising.

The report described social advertising
as “stillborn.”
Equality of Expression

 Social spaces are shared spaces



 Brands & companies are “individuals”
Facebook

Terms of Service changes
voted on by Facebook
members

Facebook offers members
two versions of new TOS

Members discuss choices
in public
Motrin Moms
“We certainly did not mean to offend moms through our advertising. Instead, we
had intended to demonstrate genuine sympathy and appreciation for all that
parents do for their babies. We believe deeply that moms know best and we
sincerely apologize for disappointing you.
Please know that we take your feedback seriously and will take swift action with
regard to this ad. We are in process of removing it from our website. It will take
longer, unfortunately, for it to be removed from magazine print as it is currently on
newstands and in distribution.”


-Kathy


Kathy Widmer
VP of Marketing - Pain, Pediatrics, GI, Specialty
McNeil Consumer Healthcare
5 Types of Brand Backlash
 Consumer revolt and use social media tools (Twitter, Blogs, YouTube) to tell their story, the
 brand doesnʼt flinch, and there is no mainstream media coverage. Examples: A weekly, if
 not a daily occurance.
 The backlash extends beyond just social media tools (Twitter, blogs, YouTube), the brand
 makes changes based on consumer feedback, and coverage extends to mainstream
 media and press. Examples: Louis Vuitton brandjacked, Exxon Mobileʼs Twitter
 experience.
 Consumers use social media tools to spread backlash and there is considerable mentions
 from mainstream press. the backlash is more severe resulting in significant changes from
 the brand (hiring, firing, processes, policies or new teams put in place). This becomes a
 case study for social media books and is often discussed in social media culture.
 Examples: Dell Hell, Comcast Cares, Kryptonite Locks, Wholefoods CEO.
 Number three plus short term financial impacts to the brand resulting in reduction of sales,
 revenue, increased costs, or impact to stock price less than 30 days. Examples: Apple
 Stock temporarily sinks from blog rumors.
 Number three plus brand backlash from social media tools resulting in long term financial
 impacts to the brand including reduction in sales, revenue, increased costs, and most
 importantly, stock price lasting over 30 days. In the most extreme cases, it causes closure
 of the business or bankruptcy. Examples: None.
Be A Node

Join the social ecosystem

Make social elements portable

Make social environments permeable
Social Media: Strategic Overview & Business Implications
Be A Node
Facebook has extended Facebook Connect beyond the desktop to the iPhone,
allowing mobile developers to create mobile applications that tie into the social
network.


Launched in December, Facebook Connect lets members log into third-party sites
using their Facebook account.


User information from the social network can be imported to other sites, and activity
on other sites is shared with Facebook friends via feed stories.


So far, more than 6,000 sites have adopted Facebook Connect.
Facebook Connect

Regardless of the existing level of integration of Facebook
Connect and other platforms, Facebook continues to score
big integration deals with large online media companies.

The result is that Facebook is increasingly becoming the
center of oneʼs identity on whatʼs becoming an increasingly
social web.
Open Gardens

“the industry has now come together around a common vision
for the future of the Social Web — a vision that abandons the
walled garden model in favor of a new services layer that
interconnects social hubs with the rest of the web.

The service layer is comprised of Identity Providers, Social
Graph Providers, and Content Aggregators”
Social Media Analytics
Industry Perspective




                         MediaCatalyst
What are the common social media metrics?

 » Attention / Captivation: The amount of traffic to your content for a given period
   of time. Similar to the standard web metrics of site visits and page/video views.
 » Participation / Interaction: The extent to which users engage with your content
   in a channel. Think blog comments, Facebook wall posts, YouTube ratings, or
   widget interactions. Ex: Conversation Index: ratio between posts and comments
   +trackbacks
 » Authority: Ala Technorati, the inbound links to your content - like trackbacks and
   inbound links to a blog post or sites linking to a YouTube video.
 » Influence: The size of the user base subscribed to your content. For blogs,
   feed or email subscribers; followers on Twitter or Friendfeed; or fans of your
   Facebook page.
 » Impact: What did the influencers do?
 » Velocity: Rate of how fast your message is traveling in a given time
How companies have benefited from analytics

» Trend tracking (ConAgra Foods)
  » Situation: ConAgra, (US agribusiness conglomerate invested in health / diet
    foods) that cater to a recently trendy diet, receives an early warning that the diet
    craze is fading.

  » Approach: Monitored and analyzed online consumer conversations to determine
    whether sentiment for the craze is negative or positive and whether craze is on
    way up or out. Analysis shows interest in the diet is, indeed, fading.

  » Result: The company seizes the opportunity to promote alternative food
    products and to begin development of foods that meet consumersʼ expressed
    desires for new product types.
Joe Lamantia
   Independent Consultant


   15 years: design, technology, business
   write & speak: user experience – ubicomp



   JoeLamantia.com
Enterprise Search Summit
May 2009



   @mojoe
   joe.lamantia@gmail.com
Appendix




           MediaCatalyst
The Social Web
Future




                 MediaCatalyst
The Social Web: 5 Eras
Relationships
People connect to others and share


Functionality
Social networks act like an OS


Colonization
Every experience can now be social


Context
Personalized and accurate content


Commerce
Communities define products and
services
Social Media: Strategic Overview & Business Implications
How To Prepare
Donʼt Hesitate
These changes are coming at a rapid pace, and weʼre in three of these eras by end of year. Brands should
prepare by factoring in these eras into their near term plans. Donʼt be left behind and let competitors connect with
your community before you do.


Prepare For Transparency
People will be able to surf the web with their friends, as a result you must have a plan. Prepare for every webpage
and product to be reviewed by your customers and seen by prospects –even if you choose not to participate.


Connect with Advocates
Focus on customer advocates, they will sway over prospects, and could defend against detractors. Their opinion
is trusted more than yours, and when the power shifts to community, and they start to define what products should
be, they become more important than ever.


Evolve your Enterprise Systems
Your enterprise systems will need to connect to the social web. Social networks and their partners are quickly
becoming a source of customer information and lead generation beyond your CRM system. CMS systems will
need to inherit social features –pressure your vendors to offer this, or find a community platform.


Shatter your Corporate Website
In the most radical future, content will come to consumers –rather than them chasing it– prepare to fragment your
corporate website and let it distribute to the social web. Let the most important information go and spread to
communities where they exist; fish where the fish are.
Evolution: Social Media Marketing > ??




                                   MediaCatalyst
Evolving Social Spaces

» Open Gardens
» Velvet Rope Networks
» CRM
» Crowd-sourcing
» Co-creation
» Platform Businesses
» Infrastructure for Distributed Collectives
Social CRM
“second generation Social CRM systems ...will emerge that will allow users to pass
only as much of their social networking profile information as they want over to a
CRM system”


“A new social contract will appear that will encourage users to give as much
information as t hey want, and in return the brand will reciprocate. The more
information the user gets gives, the more the brand will give back in return, I call
this a “Social web contract”. Since the data will come from the profile information
within a social network, there wonʼt be a need to have a collection web form,
instead information will be passed through connective tissues.”


“Obviously this flips a marketers world upside down as they are ultimately
measured in most cases on generating leads and conversions, thereʼs a pretty
radical mental shift that will need to take place”
The Future of Advertising
Industry Perspective




                            MediaCatalyst
Branding                                   Transactional
       TV                                       Direct Marketing
      Print                                             Phone
     Radio                                           Promotion
   Outdoor                                         Door to door

                           Digital
 “New digital formats – such as social media, online video, mobile,
 gaming, branded entertainment and advanced TV – can be used
      to simultaneously address both transaction and brand
     requirements: a move to what we call “brands-actional”
                           advertising.”
Media Environment




Granularity                   Integration
  fragmentation                       portability
  customization                      distribution
    findability                 cross-media experiences
  micro-content                      co-creation
Industry Perspective




Granularity                  Integration
  addressability                     continuity
  measurability                       context
   interactivity
Granularity has three main features:
Addressability entails identifying and targeting consumers to the group or
individual level, based on any combination of distinguishing attributes (for example,
location, demographics, affiliation, past behaviors).


Measurability links who saw a particular message (based on defined
segmentation/ targeting criteria), and what specific action then happened in response
(product awareness, intent to purchase, point-of-sale confirmation of purchase)
mapped to specific marketing objectives.


Interactivity depicts the difference between “speaking to” and “communicating
with” a consumer.
Integration has two primary aspects:
Continuity, ranging from single platform (broadcast television only) to
integrated, cross-platform messaging to consumers (“360 degrees” of personal
communications that may simultaneously span social network, mobile, search and
cable television with unified tracking against a singular set of goals).


Context, ranging from an ad message that has little to do with the media or
content in which it is placed, to a message that is tightly coupled with the emotionality,
sensitivity, pace and genre of the content in which it is placed.
Advertising Models

                  ROI-driven                             Consumer
                                                          Centric
              • Direct digital messaging to micro   • Integrated, contextual campaigns
                level                               • Bridges advertising and marketing
              • Granular audience profiling,           formats
                targeting and measurement           • Enables addressability,
                                                      measurement, interactivity for
                                                      desired consumer

Granularity

                  Traditional                       Cross-media
              • Legacy processes, brand and         • Integrated broad portfolio of
                transactional structures              marketing and advertising assets
              • Siloed sales and delivery           • Enhanced consumer engagement
              • Traditional measurement             • Breaks through traditional clutter




                                            Integration

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Social Media: Strategic Overview & Business Implications

  • 1. Social Media Getting Oriented: Shifts and Business Implications MediaCatalyst
  • 2. Overview Examples Measuring the Social Landscape Getting Started Best Practices Appendix
  • 3. Overview Shifting Media and Relationships; Business Implications MediaCatalyst
  • 6. Media created by people using simple, low-cost publishing technologies Encourage communication & interaction between peers and with public audiences Interactions and content are driven by participants Builds shared meaning among communities, as people share their stories and experiences Introduces social elements and dynamics to media and technology
  • 7. Elements of Social Experiences presence sharing relationships identity conversations reputation groups
  • 8. identity sharing conversations relationships
  • 10. Life Streaming People gather all personal digital activity Publish as a stream for others to follow Network members subscribe Example: Friendfeed Awareness, relationships, community Life streaming drives social network usage: Facebook redesign
  • 13. The Social Layer Media Technology Business
  • 14. The Social Layer Comments Media Technology Business
  • 15. The Social Layer Comments Media Reviews Technology Business
  • 16. The Social Layer Comments Media Reviews Technology Business Sharing
  • 17. The Social Layer Comments Media Reviews Technology Business Sharing Publishing
  • 18. The Social Layer Comments Media Reviews Technology Business Sharing Publishing Ratings
  • 19. The Social Layer Comments Media Reviews Technology Business Sharing Dialog Publishing Ratings
  • 20. The Social Layer Comments Media Messages Reviews Technology Business Sharing Dialog Publishing Ratings
  • 21. The Social Layer Comments Media Messages Reviews Technology Business Editing Sharing Dialog Publishing Ratings
  • 22. The Social Layer Reputation Comments Media Messages Reviews Technology Business Editing Sharing Dialog Publishing Ratings
  • 23. The Social Layer Community Reputation Comments Media Messages Reviews Technology Business Editing Sharing Dialog Publishing Ratings
  • 24. The Social Layer Community Reputation Networking Comments Media Messages Reviews Technology Business Editing Sharing Dialog Publishing Ratings
  • 25. The Social Layer Community Reputation Networking Comments Media Messages Reviews Technology Business Editing Sharing Dialog Publishing Ratings
  • 26. Media & Communication Shifts Broad Micro Impressions Impact 1-way 2-way 1-channel Cross-media Unrelated Relevant
  • 27. Media & Communication Shifts Addressability Broad Micro Impressions Impact 1-way 2-way 1-channel Cross-media Unrelated Relevant
  • 28. Media & Communication Shifts Addressability Broad Micro Measurability Impressions Impact 1-way 2-way 1-channel Cross-media Unrelated Relevant
  • 29. Media & Communication Shifts Addressability Broad Micro Measurability Impressions Impact Interactivity 1-way 2-way 1-channel Cross-media Unrelated Relevant
  • 30. Media & Communication Shifts Addressability Broad Micro Measurability Impressions Impact Interactivity 1-way 2-way Continuity 1-channel Cross-media Unrelated Relevant
  • 31. Media & Communication Shifts Addressability Broad Micro Measurability Impressions Impact Interactivity 1-way 2-way Continuity 1-channel Cross-media Context Unrelated Relevant
  • 32. Everything Is Social Consumer Enterprise Government
  • 33. Everything Is Social Consumer Enterprise Government
  • 34. Consumer By Participants: By Businesses: Digg Hulu YouTube ABC.com Facebook Console Gaming Flickr The Guardian LiveJournal Amazon Blip.fm
  • 35. Interaction is the source of value for social experiences
  • 36. In 2008, over two-thirds (67%) of the global online population visited what Nielsen dubs "member communities," which include both social networks and blogs. That placed "member communities" as the fourth-largest online category, ahead of "personal email."
  • 38. Twitchhiker Journalist Paul Smith travels, raising money for a favorite charity. He uses social media to plan & publish his journey.
  • 40. “Social media tools allow consumers to define whatʼs worthy of attention.”
  • 41. Relationships & Interactions Micro Impact Enterprise 2-way Customers Cross-media Relevant
  • 42. Relationships & Interactions Micro Impact Enterprise 2-way Customers Cross-media Relevant
  • 44. Marketing & Advertising Customers CRM & Support Human Resources Customers Sales Product Management Customers Research & Development Innovation Finance Operations Customers Information Technology Regulatory Compliance
  • 45. Marketing & Advertising Customers CRM & Support Human Resources Customers Sales Interactivity Product Management Customers Research & Development Innovation Finance Operations Customers Information Technology Regulatory Compliance
  • 46. Marketing & Advertising Customers CRM & Support Human Resources Customers Sales Interactivity Product Management Customers Research & Development Innovation Finance Continuity Operations Customers Information Technology Regulatory Compliance
  • 47. Context Marketing & Advertising Customers CRM & Support Human Resources Customers Sales Interactivity Product Management Customers Research & Development Innovation Finance Continuity Operations Customers Information Technology Regulatory Compliance
  • 48. Context Marketing & Advertising Customers CRM & Support Measurability Human Resources Customers Sales Interactivity Product Management Customers Research & Development Innovation Finance Continuity Operations Customers Information Technology Regulatory Compliance
  • 50. Groups Community Individuals Enterprise Leaders Influencers Enterprise Advocates Community Enterprise Critics Enterprise Unaware
  • 51. Groups Community Measurability Individuals Enterprise Leaders Influencers Enterprise Advocates Community Enterprise Critics Enterprise Unaware
  • 52. Groups Community Measurability Individuals Enterprise Leaders Influencers Enterprise Advocates Community Enterprise Critics Addressability Enterprise Unaware
  • 53. Groups Community Measurability Individuals Enterprise Leaders Influencers Enterprise Advocates Community Interactivity Enterprise Critics Addressability Enterprise Unaware
  • 55. Business & Customer Goals Influence Awareness Customer Retention Lifetime Customer Revenue Business Goals Value propositions Dialog Brand Preference Customer Goals Satisfaction Experience
  • 56. “So maybe instead of getting your company on twitter, paying marketers to mention you are on twitter, and paying people to blog about your company, forget all that and just make awesome stuff that gets people excited about your products, hire people that represent the company well, and when your stuff is so awesome that friends share it with other friends, you may not even need "social media marketing" after all.” Matt Haughey of MetaFilter
  • 58. A Cisco study in 2004 found that 43% of visits to online support forums are in lieu of opening up a support case through standard methods. Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006) Jupiter Research reported in 2006 that customers report good experiences in forums more than twice as often as they do via calls or mail. Ebay found in 2006 that participants in online communities spend 54% more than non-community users.
  • 59. U na w ar e Anti-social of so •U ci al na la w ye ar r e of re p ut •A at w io n ar /s e, bu oc tn ia ot lp ac er ce tiv pt • e io Pa n rti ci pa te in so • ci How Social Are You? In al flu la en ye tia r li n ec os •L ys te ea m d so ci al di Social al og s
  • 60. Businesses Participating In the Conversation Examples MediaCatalyst
  • 62. Social Media & Awareness
  • 68. my Starbucks Idea Solicits service improvements and product ideas from customers Starbucks always present – employees participate Interactions structured by Starbucks Provides innovation via crowdsourcing
  • 69. GetSatisfaction Customers provide support for products & services directly to one another using 3rd party created forum. Structured by brand and product Companies may participate officially or unofficially Customer to customer interactions create value and effect business model
  • 70. Zimride: A Social Business » Service matches people who need transportation with carpools » Started in California » Spread to major US universities » Growing to include commercial networks »
  • 71. Measuring The Social Landscape MediaCatalyst
  • 72. “Almost 40% of companies found it difficult to measure social media, and 20% found it very difficult.” Yet.... "The benefits of social media marketing have become increasingly clear and compelling, even if the metrics for measuring success are still evolving" Aberdeen
  • 73. Why track online conversations? » Know which content is making an impact and what needs to be managed. » Know the sentiment of consumers, address their concerns, gain more insights into their needs. » Identify the influencers, listen and learn more about them and decide on a path of engagement. » Feed these insights back into the product / brand life cycle.
  • 74. "...beware the traditional marketer in social media clothing. She cannot give you a quick and easy ROI response to your social media efforts using traditional direct marketing tools. What a marketer can do is to put on his quantitative hat and look for correlations between these metrics and the ultimate goal and then refine as necessary. By measuring the health of the customer-client online relationship and not focusing on moment-in-time transactions (e.g. traffic or hits), you can begin to develop an ROI measurement for your social media efforts."
  • 75. Twitchhiker “Metrics” £ 5,200.00 raised 17,000 kilometers 11,000 followers 1500 channel views no traditional metrics
  • 76. Businesses also need to understand that social media efforts should be analyzed for effectiveness based on things like customer awareness through activity, interest through interaction, and intent to buy through registration and/or questions. These are the types of successes that social media can deliver; less important are traditional web analytics like page views.
  • 77. How companies have benefited from analytics » Supporting sales: Toyota was able to save customers complaining online on a post-delivery issue on best-selling Camry via transparent and pro-active communication. » Trend tracking: ConAgra Foods determined that sentiment for a diet craze was fading. They turned around a potential loss by promoting alternative food products and developed new types based on consumersʼ desires. » Customer service: Dell developed social media strategy to address complaints on customer service and “Dell Hell” blog saga. » Thanks to sentiment analysis, theyʼve Identified concerns earlier than they wouldʼve had previously thanks to blog and social media commentary. » @DellOutlet on Twitter (620,000+ followers) has surpassed $2 Million in sales (June 09)
  • 78. Fit Measurements To Media Different metrics for each type of social space » blogs » micromedia » video sharing » micro-content » music » communities » social networks » crowd sourced content
  • 79. How can we measure success? Businesses need to understand that social media efforts should be analyzed for effectiveness based on things like customer awareness through activity, interest through interaction, and intent to buy through registration and/or questions. These are the types of successes that social media can deliver; less important are traditional web analytics like page views. The question about metrics – whether for social media or not -- is, what data would be valuable to you, how do we measure it accurately, and if the insights it provides are actionable.
  • 80. "Reach and frequency is a legacy of a one-way medium," said Troy Young, CMO at VideoEgg, an ad network that shifted to cost-per-engagement pricing 13 months ago. VideoEgg is betting that it can use data to "optimize for engagement" in social media environments for brands like Honda, Warner Bros. and Unilever. It aims to figure out, for instance, what ad messages users are likely to choose to play a game; advertisers pay only when users take action. Others are trying variations of this approach. Matt Freeman, former CEO of Tribal DDB, joined GoFish -- since renamed Betawave -- as CEO in June 2008 to take its portfolio of virtual world, animation and social- networking sites and create the type of advertising that caters to brands by capturing attention. For instance, Betawave digitized Sears' back-to-school line and introduced it into teen virtual worlds. It eventually wants to structure deals based on how much attention it can deliver, rather than impressions. "It's like going to a 3-D movie without the glasses," Freeman said. "The Internet is more dimensional, but [for the most part] measurement criteria are the same as a one-way medium. You don't have the glasses so you're not appreciating the dimensions." Many buyers seem to agree. Ian Schafer, CEO of Deep Focus, said impression measurement misses the real power of many social-media programs that are, at their root, designed for engagement. "The goals of a lot of these ads is to get people to see content others have created or invite others," he said. "It's not so much about the initial impression, but the lasting impressions created subsequently." Sean Finnegan, president and chief digital officer at Starcom MediaVest Group, sees these multi-dimensional measurement models as inevitable. The Internet has thrived until now with lower-funnel activities closely
  • 81. Getting Started Preparation, Budget & Resources, Starting Point MediaCatalyst
  • 82. Donʼt Hesitate These changes are coming at a rapid pace, and weʼre in three of these eras by end of year. Brands should prepare by factoring in these eras into their near term plans. Donʼt be left behind and let competitors connect with your community before you do. Prepare For Transparency People will be able to surf the web with their friends, as a result you must have a plan. Prepare for every webpage and product to be reviewed by your customers and seen by prospects –even if you choose not to participate. Connect with Advocates Focus on customer advocates, they will sway over prospects, and could defend against detractors. Their opinion is trusted more than yours, and when the power shifts to community, and they start to define what products should be, they become more important than ever. Evolve your Enterprise Systems Your enterprise systems will need to connect to the social web. Social networks and their partners are quickly becoming a source of customer information and lead generation beyond your CRM system. CMS systems will need to inherit social features –pressure your vendors to offer this, or find a community platform. Shatter your Corporate Website In the most radical future, content will come to consumers –rather than them chasing it– prepare to fragment your corporate website and let it distribute to the social web. Let the most important information go and spread to communities where they exist; fish where the fish are.
  • 83. “three-quarters of marketers have $100,000 or less earmarked for social media”
  • 84. "We recommend to our clients, in order to be successful, not to approach social media marketing as experimental, but to put the right roles, process, and measurement capabilities in place to be effective” “the most expensive aspects of the social media campaigns stem from the "soft costs" involved in developing strategy, objectives, processes, and measurement.” Jeremiah Owyang
  • 85. Also key to long-term success in social media is having the necessary assets on hand. For example, social media strategists and community managers should be dedicated resources. To prove the value of social media to the business, Forrester recommends marketers start with a listening platform and then integrate social media marketing metrics like share of voice and engagement to demonstrate the value of these new tools.
  • 86. Social Platforms Approaches Listening Open Stack Walled Gardens Community Publishing Sharing Commenting Collaboration Commerce Streaming
  • 87. Best Practices Succeeding With Social Experiences MediaCatalyst
  • 89. Trade Control For Influence Conversations are not campaigns
  • 90. Wikipedia & The Church of Scientology “All IP addresses owned or operated by the Church of Scientology and its associates, broadly interpreted, are to be blocked as if they were open proxies.” “Individual editors may request IP block exemption if they wish to contribute from the blocked IP addresses.” Passed 10 to 1 at 13:31, 28 May 2009
  • 91. "Best-in-class companies engage top influencers as brand evangelists, and then track the impact of their words and actions in terms of return on marketing investment," according to Aberdeen.
  • 92. Super influencers are "extremely heavy users of social media, particularly in terms of content creation." Super influencers "fit the typical profile of early adopters who are likely to try new products, take risks and share their opinions with friends."
  • 93. Working With Influencers The promise of creating influencer buzz lured Kmart to strike a deal with Izea last month. It targeted a half- dozen bloggers, and provided them with $500 Kmart gift certificates. Kmart required the bloggers write about their experiences at the store on their sites. They were not told what to write, according to Murphy, and each post was labeled as a Kmart sponsorship. While such programs might give journalism traditionalists the willies, they offer advertisers the chance to tap into the groundswell of Internet buzz. Kmart's program, for instance, allowed each blogger to give away a $500 store gift card to readers. In order to enter, they had to promote the contest (and Kmart) to their Twitter followers or leave a blog comment with the item they most wanted from Kmart. This was done 3,000 times, yielding 600,000 network connections, according to Izea. It also generated considerable discussion. FMP, which represents several popular Internet writers, has matched up advertisers like Dell and Microsoft with bloggers. "American Express's competitors are not just MasterCard and Visa," Edwards said. "It's anybody who might have content that might show up in a Google result for a small-business search." For that reason, AmEx hooked up with FMP to have Internet notables like author Guy Kawasaki contribute content to an AmEx site to promote its OPEN small business service. Thanks to the popularity of Kawasaki's personal network-he has over 45,000 Twitter followers -- his posts gain lots of readers. For it to work, however, brands need to give up on the notion of control since the old model of advertorial won't work well online, according to Edwards. Kawasaki was only instructed to write something that would appeal to small business owners. "We're looking to engage the brand in topics that are important to the brand," said Jordan Bitterman, svp of media, marketing and content at Digitas, which works with AmEx. "They're blogging about topics important to them. They happen to be doing it in places we'd like them to do it."
  • 94. Context Is King » Communities determine contextually acceptable messages and actions » Rules, languages, identities vary greatly » Breaking rules causes backlash » “Collapse of context” » Easier to break rules accidentally
  • 95. Think of Facebook and social networks as parties, the time when people are least likely to watch advertising. "People don't want marketing messages in social networks or when they are having a dinner party," Calacanis said.
  • 96. IDC, the technology research firm, published a study that reported that just 3 percent of Internet users in the United States would willingly let publishers use their friends for advertising. The report described social advertising as “stillborn.”
  • 97. Equality of Expression Social spaces are shared spaces Brands & companies are “individuals”
  • 98. Facebook Terms of Service changes voted on by Facebook members Facebook offers members two versions of new TOS Members discuss choices in public
  • 100. “We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you. Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution.” -Kathy Kathy Widmer VP of Marketing - Pain, Pediatrics, GI, Specialty McNeil Consumer Healthcare
  • 101. 5 Types of Brand Backlash Consumer revolt and use social media tools (Twitter, Blogs, YouTube) to tell their story, the brand doesnʼt flinch, and there is no mainstream media coverage. Examples: A weekly, if not a daily occurance. The backlash extends beyond just social media tools (Twitter, blogs, YouTube), the brand makes changes based on consumer feedback, and coverage extends to mainstream media and press. Examples: Louis Vuitton brandjacked, Exxon Mobileʼs Twitter experience. Consumers use social media tools to spread backlash and there is considerable mentions from mainstream press. the backlash is more severe resulting in significant changes from the brand (hiring, firing, processes, policies or new teams put in place). This becomes a case study for social media books and is often discussed in social media culture. Examples: Dell Hell, Comcast Cares, Kryptonite Locks, Wholefoods CEO. Number three plus short term financial impacts to the brand resulting in reduction of sales, revenue, increased costs, or impact to stock price less than 30 days. Examples: Apple Stock temporarily sinks from blog rumors. Number three plus brand backlash from social media tools resulting in long term financial impacts to the brand including reduction in sales, revenue, increased costs, and most importantly, stock price lasting over 30 days. In the most extreme cases, it causes closure of the business or bankruptcy. Examples: None.
  • 102. Be A Node Join the social ecosystem Make social elements portable Make social environments permeable
  • 104. Be A Node Facebook has extended Facebook Connect beyond the desktop to the iPhone, allowing mobile developers to create mobile applications that tie into the social network. Launched in December, Facebook Connect lets members log into third-party sites using their Facebook account. User information from the social network can be imported to other sites, and activity on other sites is shared with Facebook friends via feed stories. So far, more than 6,000 sites have adopted Facebook Connect.
  • 105. Facebook Connect Regardless of the existing level of integration of Facebook Connect and other platforms, Facebook continues to score big integration deals with large online media companies. The result is that Facebook is increasingly becoming the center of oneʼs identity on whatʼs becoming an increasingly social web.
  • 106. Open Gardens “the industry has now come together around a common vision for the future of the Social Web — a vision that abandons the walled garden model in favor of a new services layer that interconnects social hubs with the rest of the web. The service layer is comprised of Identity Providers, Social Graph Providers, and Content Aggregators”
  • 107. Social Media Analytics Industry Perspective MediaCatalyst
  • 108. What are the common social media metrics? » Attention / Captivation: The amount of traffic to your content for a given period of time. Similar to the standard web metrics of site visits and page/video views. » Participation / Interaction: The extent to which users engage with your content in a channel. Think blog comments, Facebook wall posts, YouTube ratings, or widget interactions. Ex: Conversation Index: ratio between posts and comments +trackbacks » Authority: Ala Technorati, the inbound links to your content - like trackbacks and inbound links to a blog post or sites linking to a YouTube video. » Influence: The size of the user base subscribed to your content. For blogs, feed or email subscribers; followers on Twitter or Friendfeed; or fans of your Facebook page. » Impact: What did the influencers do? » Velocity: Rate of how fast your message is traveling in a given time
  • 109. How companies have benefited from analytics » Trend tracking (ConAgra Foods) » Situation: ConAgra, (US agribusiness conglomerate invested in health / diet foods) that cater to a recently trendy diet, receives an early warning that the diet craze is fading. » Approach: Monitored and analyzed online consumer conversations to determine whether sentiment for the craze is negative or positive and whether craze is on way up or out. Analysis shows interest in the diet is, indeed, fading. » Result: The company seizes the opportunity to promote alternative food products and to begin development of foods that meet consumersʼ expressed desires for new product types.
  • 110. Joe Lamantia Independent Consultant 15 years: design, technology, business write & speak: user experience – ubicomp JoeLamantia.com Enterprise Search Summit May 2009 @mojoe joe.lamantia@gmail.com
  • 111. Appendix MediaCatalyst
  • 112. The Social Web Future MediaCatalyst
  • 113. The Social Web: 5 Eras Relationships People connect to others and share Functionality Social networks act like an OS Colonization Every experience can now be social Context Personalized and accurate content Commerce Communities define products and services
  • 115. How To Prepare Donʼt Hesitate These changes are coming at a rapid pace, and weʼre in three of these eras by end of year. Brands should prepare by factoring in these eras into their near term plans. Donʼt be left behind and let competitors connect with your community before you do. Prepare For Transparency People will be able to surf the web with their friends, as a result you must have a plan. Prepare for every webpage and product to be reviewed by your customers and seen by prospects –even if you choose not to participate. Connect with Advocates Focus on customer advocates, they will sway over prospects, and could defend against detractors. Their opinion is trusted more than yours, and when the power shifts to community, and they start to define what products should be, they become more important than ever. Evolve your Enterprise Systems Your enterprise systems will need to connect to the social web. Social networks and their partners are quickly becoming a source of customer information and lead generation beyond your CRM system. CMS systems will need to inherit social features –pressure your vendors to offer this, or find a community platform. Shatter your Corporate Website In the most radical future, content will come to consumers –rather than them chasing it– prepare to fragment your corporate website and let it distribute to the social web. Let the most important information go and spread to communities where they exist; fish where the fish are.
  • 116. Evolution: Social Media Marketing > ?? MediaCatalyst
  • 117. Evolving Social Spaces » Open Gardens » Velvet Rope Networks » CRM » Crowd-sourcing » Co-creation » Platform Businesses » Infrastructure for Distributed Collectives
  • 118. Social CRM “second generation Social CRM systems ...will emerge that will allow users to pass only as much of their social networking profile information as they want over to a CRM system” “A new social contract will appear that will encourage users to give as much information as t hey want, and in return the brand will reciprocate. The more information the user gets gives, the more the brand will give back in return, I call this a “Social web contract”. Since the data will come from the profile information within a social network, there wonʼt be a need to have a collection web form, instead information will be passed through connective tissues.” “Obviously this flips a marketers world upside down as they are ultimately measured in most cases on generating leads and conversions, thereʼs a pretty radical mental shift that will need to take place”
  • 119. The Future of Advertising Industry Perspective MediaCatalyst
  • 120. Branding Transactional TV Direct Marketing Print Phone Radio Promotion Outdoor Door to door Digital “New digital formats – such as social media, online video, mobile, gaming, branded entertainment and advanced TV – can be used to simultaneously address both transaction and brand requirements: a move to what we call “brands-actional” advertising.”
  • 121. Media Environment Granularity Integration fragmentation portability customization distribution findability cross-media experiences micro-content co-creation
  • 122. Industry Perspective Granularity Integration addressability continuity measurability context interactivity
  • 123. Granularity has three main features: Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors). Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives. Interactivity depicts the difference between “speaking to” and “communicating with” a consumer.
  • 124. Integration has two primary aspects: Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals). Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
  • 125. Advertising Models ROI-driven Consumer Centric • Direct digital messaging to micro • Integrated, contextual campaigns level • Bridges advertising and marketing • Granular audience profiling, formats targeting and measurement • Enables addressability, measurement, interactivity for desired consumer Granularity Traditional Cross-media • Legacy processes, brand and • Integrated broad portfolio of transactional structures marketing and advertising assets • Siloed sales and delivery • Enhanced consumer engagement • Traditional measurement • Breaks through traditional clutter Integration

Notes de l'éditeur

  1. http://www.flickr.com/photos/d4dee/3067755301/
  2. http://theconversationprism.com/
  3. http://www.flickr.com/photos/nicoatridge/417979896/
  4. Gene Smith’s Social Software Building Blocks
  5. http://www.flickr.com/photos/blokes_pix/3206406794/sizes/l/
  6. http://www.facebook.com/sitetour/homepage_tour.php
  7. What is a wave? A wave is equal parts conversation and document. People can communicate and work together with richly formatted text, photos, videos, maps, and more. A wave is shared. Any participant can reply anywhere in the message, edit the content and add participants at any point in the process. Then playback lets anyone rewind the wave to see who said what and when. A wave is live. With live transmission as you type, participants on a wave can have faster conversations, see edits and interact with extensions in real-time. http://www.flickr.com/photos/marketingfacts/3575434336/
  8. Granularity has three main features: Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors). Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives. Interactivity depicts the difference between “speaking to” and “communicating with” a consumer. Integration has two primary aspects: Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals). Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
  9. Granularity has three main features: Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors). Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives. Interactivity depicts the difference between “speaking to” and “communicating with” a consumer. Integration has two primary aspects: Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals). Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
  10. Granularity has three main features: Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors). Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives. Interactivity depicts the difference between “speaking to” and “communicating with” a consumer. Integration has two primary aspects: Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals). Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
  11. Granularity has three main features: Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors). Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives. Interactivity depicts the difference between “speaking to” and “communicating with” a consumer. Integration has two primary aspects: Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals). Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
  12. Granularity has three main features: Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors). Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives. Interactivity depicts the difference between “speaking to” and “communicating with” a consumer. Integration has two primary aspects: Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals). Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
  13. Digital environments are (primarily) social Networks become primary organizing structures Experiences are shaped by linked & overlapping networks Exchanges occur via marketplaces (information, services, goods, reputation) Digital includes identity, presence, history, interaction, group dynamics Conversation, exchange, community, social memory, reputation Social media, virtual worlds, MSO, life streams, microblogs, IM
  14. Social Networks, Blogs Pass Email In Usage by Gavin O'Malley, Monday, March 9, 2009, 5:36 PM http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=101797 Last year, the largest increase in visitors to such "member community" Web sites came from those ages 35-49, according to a new report from The Nielsen Co. "Social networking isn't just growing rapidly, it's evolving--both in terms of a broader audience and compelling new functionality," said Alex Burmaster, author of the study and communications director across EMEA for Nielsen Online. But grow rapidly it did. In 2008, over two-thirds (67%) of the global online population visited what Nielsen dubs "member communities," which include both social networks and blogs. That placed "member communities" as the fourth-largest online category, ahead of "personal email." What's more, the category grew twice as fast as any of the other four largest sectors, including search, portals, PC software and email. According to the Nielsen report, Facebook--which has now surpassed MySpace as the world's most popular social network--was visited monthly by three in every 10 people online across the nine markets in which Nielsen tracks social networking. In Brazil, meanwhile, Google's Orkut social network had the largest domestic online reach--70%--of any social network in these markets. Germany saw the greatest increase in penetration of social networks and blogs across 2008, from 39% of the online audience in December 2007 to 51% in December 2008--a relative growth of 39%. In addition, mobile is playing an increasingly important role in social networking, according to Nielsen. U.K. mobile Web users had the greatest propensity to visit a social network through their handset, with 23%--or roughly 2 million people--doing so, compared to 19% in the U.S.--or some 10.6 million people.
  15. Companies must understand the impact of social layer = shift in who decides the subject of the conversation Why NPR is the Future of Mainstream Media June 3rd, 2009 | by Josh Catone http://mashable.com/2009/06/03/npr/
  16. The social layer creates a space for dialog between customers and businesses Shifts in the nature of media change the nature of relationships with customers
  17. http://twitter.com/comcastcares early adopter of social media channel twitter began when employees took initiative to create a presence in new channels customers responded positively, and Comcast formalized their social media efforts in recognition
  18. Social channels turn business units / processes into customer touchpoints Customers expect to interact with these touchpoints
  19. Social channels turn business units / processes into customer touchpoints Customers expect to interact with these touchpoints
  20. Social channels turn business units / processes into customer touchpoints Customers expect to interact with these touchpoints
  21. Social channels turn business units / processes into customer touchpoints Customers expect to interact with these touchpoints
  22. Multiple social touchpoints Defined by interest and value for customers operations products brands deals
  23. Social channels allow businesses to build relationships with individual customers, and groups of customers Growing networks of customers allow businesses to identify and work with influential members of customer communities
  24. Social channels allow businesses to build relationships with individual customers, and groups of customers Growing networks of customers allow businesses to identify and work with influential members of customer communities
  25. Social channels allow businesses to build relationships with individual customers, and groups of customers Growing networks of customers allow businesses to identify and work with influential members of customer communities
  26. http://twitter.zappos.com/ http://www.facebook.com/zappos http://blogs.zappos.com/blogs/zappos-tv
  27. http://a.wholelottanothing.org/2009/03/this-is-how-social-media-really-works.html This is how Social Media really works
  28. http://blog.wired.com/cars/2009/04/how-the-fiesta.html "Ford is betting the success of the Fiesta subcompact on the blogs, tweets and Facebook updates of 100 people who will live with the cars and share their experiences online. It's a hell of a gamble, but if it pays off, Ford just might recast itself as a cool company with a great product -- no small feat for an American automaker. Ford wants to generate buzz for the Fiesta, which will bring Europe's "small cars can be cool" ethos to America when it arrives next year. But rather than hand a bunch of them over to mainstream journalists, Ford broke with tradition by inviting dozens of 20-somethings to live with the car for six months and tell the world about it.. ...the healthiest of the Big Three wants to generate buzz for the car among "millennials," those born between 1979 and 1996. Some 70 million millennials will be driving next year, and Ford is targeting the Fiesta squarely at them. A Microsoft study found 77 percent of millennials use a social networking site like Facebook or MySpace daily and 28 percent of them have a personal blog. That explains Ford's marketing campaign." Ford recently handed 100 Fiestas to 100 people selected from 4,000 applicants. These "agents" -- that's what Ford calls them -- get to use the cars for six months in exchange for completing monthly "missions" with different themes. They'll share their experiences through YouTube, Flickr, Facebook and Twitter accounts Ford created for the campaign. It's a smart move, Shafer said, because it plays into consumer demand for unofficial -- read, unbiased -- information about a new car. By turning the marketing over to social networking sites, Ford provides its target audience with content generated by people within that audience. Ford is taking a hands-off approach and telling participants not to hold back their opinions, bolstering the campaign's credibility. "We've told them to be completely honest -- that's the only way it's going to work," Monty told us. "We won't tell them what to say, nor will we censor or edit any of their content." So far, it's working in Ford's favor. The tweets on the FordFiesta Twitter page are generally favorable, if a bit dry, as are the posts over at The Fiesta Movement Facebook page. None of the 80 pictures on the Fiesta Movement Flickr page show broken down cars. There are a few hundred videos on the FiestaMovement YouTube account if anyone's got a few hours to kill.
  29. http://www.readwriteweb.com/archives/social_media_roi_dells_3m_on_twitter_and_four_bett.php Social Media ROI: Dell's $3m on Twitter and Four Better Examples Written by Marshall Kirkpatrick / June 12, 2009 10:41 AM / 14 Comments
  30. directly social = visible and participating in social ecosystem indirectly social = discussed in social ecosystem
  31. Cross media experience reinforces branding. Concept and execution inspire people to create their own videos as homage, remix, parody, etc.
  32. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102671 According to Aberdeen's "The ROI on Social Media Marketing" report, investing in social media marketing is difficult to justify in terms of financial results. Part of the problem is the lack of established performance metrics in the space.
  33. Insights benefit not just marketing, but also sales, customer service, product groups and investor relations.
  34. http://www.asaecenter.org/PublicationsResources/ENewsletterMarketingInsights.cfm?ItemNumber=35642 Marketing Insights, July 2008 By: Jeremy Epstein http://www.socialmediatoday.com/SMC/41971
  35. Nielsen BuzzMetrics case study Situation: Growing number of complaints on customer service. A blogger’s rant on “Dell Hell” snowballs into a blog saga and was covered by tech blogs, newspapers and magazines.
  36. Making More Than a Good Impression Moves to value-engagement metrics challenge traditional measurement criteria March 23, 2009 -By Brian Morrissey http://www.adweek.com/aw/content_display/news/digital/e3i30940ed405b2e1849a08851f6c40292e?pn=1
  37. http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/ The Future of the Social Web: In Five Eras
  38. Forrester Research
  39. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102671
  40. http://www.readwriteweb.com/archives/despite_recession_more_than_50_of_marketers_increase_spending_on_social_media.php
  41. http://en.wikipedia.org/wiki/Wikipedia:Requests_for_arbitration/Scientology
  42. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102671
  43. Are You a Super Influencer? Written by Richard MacManus / September 17, 2008 8:20 PM The research was completed among 17,000 active internet users in 29 countries, according to McCann. “ When did we start trusting strangers? How the internet turned us all into influencers”
  44. Brands Tap Web Elite for Advertorial 2.0 Well-connected bloggers are creating content on behalf of sponsors thirsty for buzz Jan 12, 2009 http://www.adweek.com/aw/content_display/news/digital/e3ice058ab1756ad165b5f0adfee7a9a151?pn=2
  45. How Tweet It Is: Expert Suggests Alternatives To Social Media by Laurie Sullivan, 1 hour ago http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102707
  46. Advertisers Face Hurdles on Social Networking Sites By RANDALL STROSS Published: December 13, 2008
  47. http://www.scientificamerican.com/blog/60-second-science/post.cfm?id=motrin-moms-a-twitter-over-ad-take-2008-11-17 http://www.youtube.com/watch?v=LhR-y1N6R8Q
  48. Jeremiah Owyang discusses how web tools and social media enable companies to connect with customers Categorization of Brand Backlash Storms November 17th, 2008 | Category: Social Media http://www.web-strategist.com/blog/2008/11/17/categorization-of-brand-backlash-storms/
  49. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102229
  50. http://www.allfacebook.com/2009/06/washington-post-connect/ « Facebook Officially Surpasses MySpace’s Domestic Traffic Washington Post Launches Support For Facebook Connect Posted by Nick O'Neill on June 15th, 2009 9:32 PM
  51. http://www.flickr.com/photos/56624456@N00/2871166454/ http://therealmccrea.com/2008/09/19/joseph-smarr-at-web-20-on-the-new-open-stack/ Joseph Smarr at Web 2.0 on the New “Open Stack” September 19, 2008 Joseph Smarr, Plaxo’s chief platform architect, and de facto leader of the Portable Contacts initiative,
  52. Nielsen BuzzMetrics case study
  53. http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/ The Future of the Social Web: In Five Eras http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/
  54. It’s important to note that these eras aren’t sequential, but instead are overlapping. We’ve already entered and have seen maturity for the era of social relationships, have entered social functionality but haven’t seen true utility, and are starting to see threads of social colonization with early technologies like Facebook connect. Soon these federated identities will empower people to enter the era of social context with personalized and social content. The following diagram demonstrates how we should expect to see the eras play out in the future –with social commerce the furthest out. http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/ The Future of the Social Web: In Five Eras
  55. http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/ The Future of the Social Web: In Five Eras
  56. http://www.web-strategist.com/blog/2009/03/06/social-crm-when-registration-pages-go-extinct/ Jeremiah Owyang
  57. Granularity has three main features: • Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors). • Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives. • Interactivity depicts the difference between “speaking to” and “communicating with” a consumer. Integration has two primary aspects: • Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals). • Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
  58. Granularity has three main features: • Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors). • Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives. • Interactivity depicts the difference between “speaking to” and “communicating with” a consumer. Integration has two primary aspects: • Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals). • Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
  59. source = IBM