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WEB2.0 Branding Part I: Social Media Redefines Marketing 



WEB2.0 Branding Part I: Social Media Redefines Marketing

 

 
 
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Published:  January 05, 2010
 
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Slide 1: Part I Social Media Redefines Marketing, Branding © 2008
Slide 2: Greetings! I am Ira Kaufman, President Optimized Strategies, Ph.D. Marketing As a Marketing Strategist, I combine 30 years of rich experiences with businesses and nonprofits to develop the potential of companies and institutions. Marketing is evolving and expanding. It requires an integration of traditional advertising, online marketing, social media and networking to develop competitive advantage. I challenge owners and senior executives to clarify their goals and translate them into a consistent Brand. Then our team develops an Integrated Marketing Strategy that leverages social media and online marketing. Please join me on a journey to discover the Power of Social Media in building a WEB2.0 Brand and Competitive Advantage. Connect with me: ira@osadvantage.com 540-563-2249 (office); 540-875-8510 (cell) Blog http://www.attractingtalenthub.com LinkedIn http://www.linkedin.com/in/optimizedstrategies Twitter http://twitter.com/ira9201 Facebook http://profile.to/irakaufman
Slide 3: Invite you on a Journey Opening the doorway to new experiences and insights into the future of marketing… Challenging your assumptions Building Your New Brand
Slide 4: Who Are You? What's Your Brand?
Slide 5: Pew Internet & American Life Project Tracking surveys (Last updated: July 22, 2008)
Slide 6: What’s the Marketing Explosion? From Traditional Advertising to Online Marketing to Integrated Social Marketing Strategy
Slide 7: McKinsey & Co Report • By 2010, traditional TV advertising will be one-third as effective as it was in 1990. It assumes: • 15% decrease in buying power driving by cost-per-thousand rate increases 23 % decline in ads viewed due to switching off 37% decrease in message impact due to saturation Prime-time TV ad spending has increased over last decade by about 40%, as viewers have dropped almost 50%. Paying more for less translates into a much higher cost-per-viewer-reached. http://www.mediabuyerplanner.com/2006/08/07/mckinsey_tv_selling_power / • • •
Slide 8: Crisis In Mass Marketing • • • • • • • 18%: Proportion of TV advertising campaigns generating positive ROI 54 cents: Average return in sales for every $1 spent on advertising 84%: Proportion of B2B marketing campaigns resulting in falling sales 100%: The increase needed in advertising spend to add 1-2% in sales 14%: Of people who trust advertising information 90%: Of people who can skip TV ads who do skip TV ads 56%: People who avoid buying products from companies who they think advertise too much 65%: People who believe that they are constantly bombarded with too much advertising Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix •
Slide 9: Power of the Internet Internet Usage USA Population: 303,824,646 Internet Usage: 220,141,969 Penetration Rate: 72.5% Growth from 2000-2008: 130.9% Stats from Internet WorldStats (Census, Nielson)
Slide 12: Social Media Will Change Your Business “Look past the yakkers, hobbyists, and political mobs. Your customers and rivals are figuring blogs out. Our advice: Catch up… or catch you later” Business Week February 20, 2008
Slide 13: Social Media Opens Blocked Communications • Common intention to open networking • Gain access to previously blocked contacts • Expands access to other vast networks
Slide 15: Power of • • • • • • • • More than 100 million active users, 4th most-trafficked website in the world Over 55,000 regional, work-related, collegiate, and high school networks More than 50% users are outside of college #1 site for people ages 17-25 Fastest growing demographic is those 25-35 years old Maintain 85 %market share of 4-year U.S. universities 50% of users return daily. Group Facebook for Business for a rich source of information. 25,000+ members. Statistics gathered directly from Facebook
Slide 16: Professional Resource • Launched in May 2003 • 26+ million experienced professionals from around the world • Represents 150 industries • 10+ Million unique visitors per month • Grew almost 200% from 2007 Data from LinkedIn
Slide 17: Goes Mainstream Businesses are finding ways to tweet • Doctors update patients about office hours • Zappos, shoe retailer updates 14,000 followers • COMCAST use it for customer services • Real estate agents are selling Houses • HCA uses for recruiting nurses Journal October 27, 2008
Slide 18: WordPress Transforms Websites Businesses are adopting WEB2.0 • Search engine optimization friendly • Interactive • Content managed • Builds relationships • Real time metrics
Slide 19: Widgets Rule Businesses use widgets to gain and distribute information • Free • Easy to upload • Collect information • Viral, Self-Distributing • Distribute your published posts • Engage conversations • Customer service, Feedback, Promotion, Job boards
Slide 20: Social Media Marketing Examples 1. Blogs (Johnson & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) • Events and meetups (Molson, Pampers) 7. 8. Mashups (Fidelity Investments, Nike) 9. Microblogging (method, Whole Foods) 6. Discussion boards and forums (IBM, Mountain Dew) 10. Online video (Eukanuba, Home Depot) 11. Organization and staffing (Ford, Pepsi) www.mashable.com/2008/11/07/social-media-marketing-plan/
Slide 21: Social Media Marketing Examples … continued 12. Outreach programs (Nokia, Yum Brands) 13. Photosharing (Rubbermaid, UK Government) 14. Podcasting (Ericsson, McDonalds) 15. Presentation sharing (CapGemini, Daimler AG) 16. Public Relations - social media releases (Avon, Intel) • Social networks: applications, groups, personalities (British Airways, Saturn) 18. 19. Sponsorships (Coca-Cola, Whirlpool) 20. Virtual worlds (National Geographic, Toyota) 21. Widgets (Southwest Airlines, Target) 22. Wikis (Second Life, T-Mobile Sidekick) 17. Ratings and reviews (Loblaws, TurboTax)
Slide 22: Web2.0 Trends Updated 12/07 Jo,SanKuKT
Slide 23: Power of YouTube “play for real” TOP 3 (20 nov 2006) Evolution of Dance Quick Change Artists Nielsen Rating – Nov 6- Nov 12 2006 1. 2. 3. Desperate Housewives Dancing With the Stars CSI: Crime Scene Investigation ABC ABC CBS 22.3 million 22.0 20.8 35.7 MM 12.7 Pokemon Theme Music 17.3
Slide 25: The traditional marketing model is being challenged, and Chief Marketing Officers can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
Slide 26: The Power Has Shifted Any Time - Any Place - Any Way Web2.0 Trends Updated 12/07 Jo,SanKuKT
Slide 27: “Social Trend in which people use technologies to get things that they need from each other, rather from corporations”
Slide 28: Marketing Rules are Changing It was Pushing message to client One way message Business generated content Direct client to immediate action Hard to measure results Consistent media preferences Coveting information Charging for entry – block entry It’s now Pulling client to the message Interactive conversation User generated content Engage, build relationship Real time metrics GenY/X different media preferences Sharing information Giving free ebooks, product
Slide 29: Essence of the Future of Marketing • It all starts with respect. • Listening is marketing. • Participation is marketing. • Media is marketing. • Conversations are marketing. • Comments are marketing. The Social Media Manifesto
Slide 31: Integrated Social Marketing Campaign that made a difference
Slide 32: What was Obama’s brand? What was McCain’s brand?
Slide 33: Marketing Pundits Speak Obama • Packaged, marketed and distributed his charismatic self and easily digestible message of “change”- political, social economic McCain • Struggled to find an electable identity and clear voice • Lost himself inside the ambiguous maze of his “maverick” persona.
Slide 34: Powerful Social Media Strategy Obama has 380% more supporters than McCain Obama: 2,379,102 supporters McCain: 620,359 supporters Obama has 403% more subscribers than McCain & 905% more Viewers than McCain Obama has 380% more supporters than McCain Obama: Friends: 833,161 McCain: Friends: 217,811 Obama has 240 times more followers than McCain Obama: @barackobama has 112,474 followers McCain: @JohnMcCain 4,603 followers www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-22008/
Slide 35: http://www.slideshare.net/saydowin/obama-social
Slide 36: Old 4Ps Marketing Value Creator Customer 4Ps
Slide 37: WEB2.0 Marketing Value Builder - Company - Employer - Person Customer Product (WEB2.0 Brand) Job Seeker Place (online, offline) Price ($, time, ease) 5Ps Promotion (Integrated Marketing) Participation (Conversations) Publisher Online Visitor
Slide 38: Factors Distinguishing Traditional, Online and Social Media Traditional Tools Advertising (TV , radio), billboards, direct mail) Control brand and growth Closed, directed Online Websites, banners , ecommerce, Search engine optimization Promote brand- some control Can be dynamic and updated regularly Combination push/pull Both static and interactive Moderate expertise and cost Social Blogs, wikis, video on demand, RSS, social networks, widgets, cell phones Set the brand but cannot control - based on user feedback Open , responsive – listen, adapt Pull Interactive and real time Low expertise and cost/ free Branding Approach Sales process Interactivity Entry Push None – one way High expertise and cost
Slide 39: Attention Economy • A marketplace where consumers agree to receive services in exchange for their attention. • Include personalized news, personalized search, alerts and recommendations to buy. • The consumer has choice - they get to choose where their attention is 'spent'. • If content is relevant, site is “sticky” creating more opportunities to sell.
Slide 40: Web2.0 Trends Updated 12/07 Jo,SanKuKT
Slide 41: WEB2.0 Marketing Summary It’s not about a cheaper product or your idea; It’s about creating engaging conversations. It’s not about better coffee – it’s about the place It’s not about the hog, it’s about a lifestyle It’s not about the entertainment – it’s about delivery It’s about my space It’s about my opinion , experience It’s about your choices, places, and time

   
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