Influencing Brand Buzz Webinar
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This document summarizes a presentation about influencing brand buzz through social media. It discusses separating hype from reality with social media, defines social media, and outlines the benefits. It also covers setting expectations, budgeting, tools and techniques, and getting started with social media. Examples are provided of how different social media platforms like Twitter, podcasts, widgets and mobile advertising can be used. The presentation emphasizes listening to customers, engaging authentically, and measuring results both tangibly and intangibly. It provides contact information for follow up.
Influencing Brand Buzz Webinar
- 2. Today’s Presenters Jerranna Cannady Jason Weaver Marketing Strategist CEO The Stone Agency Sway, Inc.
- 3. Presentation Overview • Separating Hype vs. Reality Separating Hype vs. Reality • What is Social Media • Benefits of Social Media Benefits of Social Media • Setting Expectations • Budgeting B d ti • Tools and Techniques • Getting Started • Summary
- 4. Separating Hype vs. Reality • People have been talking in communities forever – People have been talking in communities forever technology is just a new enabler, flattening the world • Social media is not a fad – apps can be pp • Social media is not taking over traditional media however, more and more, this is where consumers are and they expect you to be there too • Social media is not about building your email database and it’s not about transactions
- 5. Social Media is About Connecting “‘It appears Twitter is playing an important role at i t t l t a crucial time in Iran. Could you y keep it going?’ ” P.J. Crowley, the White House P J Crowley the White House assistant secretary of state for public affairs to Twitter CEO requesting postponement of a critical upgrade scheduled earlier this week.
- 7. Social Media is Growing Expenditures in social media increased almost media increased almost 61% from 2007 to 2008 – from $650 million to more than $1 billion. Growth is expected to h d jump another 37% this year ‐ $145 billion
- 8. Web 2.0 Comparison Banner Ads Pay-per-click SEO User G U Generated M di t d Media Email Marketing Blogs Affiliate Programs Podcasts Mobile Phone RSS Online Video Widgets “Web 1.0 is about commerce, Web 2.0 is about people” , p p ‐Ross Mayfield, co‐founder and CEO of Socialtext, Inc.
- 9. Social Media Defined “Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves themselves” Wikipedia entry for “social media” Social Media utilizes emerging Web 2.0 formats, such as: • Social Networking • RSS Feeds • Mobile Marketing Mobile Marketing • Podcasting
- 10. The Power of Social Media is External • Social media is a powerful way to p y interact with people online • Your audience is already online via external websites, social i t l b it il networks, and blogs. • Your audience can be reached through content that is relevant, engaging and non‐disruptive to their user experience. theiruser experience Social Media does not provide web traffic nor is it a tool to help build your email list. p p y
- 13. Podcast Advertising eMarketer expects podcast spend will continue to climb.
- 15. Mobile Advertising • Mobile will be used as a direct bl ll b d d response channel. • Mobile devices are evolving with features that allow marketers and features that allow marketers and advertisers to share marketing messages with their target audience. • Emarketer f E k t forecasts that in 2009 t th t i 2009 there will be 35.9 3G mobile phone subscribers in U.S. who watch video on their devices. And of this number, 8.4 million will pay for premium video content and 7 million will subscribe to a mobile TV service. TV service.
- 16. Avoid Temptation What You Are Tempted To Do What You Should Do Develop a Facebook Fan Page and “friend” Take step back and see if your audience is on people to your brand Facebook Create a Twitter profile and begin micro Grow bigger ears for listening through Twitter blogging about your product/service and see what is being said about your brand or topics around it, determine how you can equip your audience not sell them “Seed” blogs Yikes! Not cool, ever. Product sampling and old fashioned PR works great with bloggers. Develop a presence on: Second Life Evaluate costs (animation, programming, etc.) How can it be measured? H i b d? Launch a blog Consider putting existing content into RSS feeds instead Believe social media is free social media is free Understand areas of cost consideration Understand areas of cost consideration
- 17. Social Media and Marketing Budgets Social media and email are the only two tactics on which more companies plan to i l t increase rather than decrease in spending. In all other online and offline categories, the number of companies planning to reduce spending exceeds the spending exceeds the number planning to increase it. Source: 2009 Social Benchmark Guide, Marketing Sherpa
- 18. Budget Consideration Seldom is there zero cost in a social media campaign. Listed below Seldom is there zero cost in a social media campaign Listed below are pieces to consider when creating your social media program: • Production costs (video, articles, images, etc) • Media buying • Hosting fees for serving content • Fees from distribution/tracking tools
- 19. Tangible vs. Intangible Measurements Tangible: Intangible: • Direct sales conversions • Increased brand awareness • Number of leads captured • Positive brand influence • E Engaging dialogue with i di l ith • R id l l Residual sales target audience
- 20. Listening is Not a Strategy Social media monitoring tools can help you gain a deep understanding on what is already being said about on hat is alread being said abo t your brand online.
- 21. Getting Started: Social Media Map™ A Social Media Map™ is a research‐based plan for how to most effectively target your customers in an online environment. A Social Media Map will identify: “We have been thrilled • Where your customers are spending with the quality of data time online today time online today mined and the mined and the • How these customers behave online discoveries made utilizing the Social Media Mapping • What motivates them process. We have found • What influences them g y the research to be highly • How to effectively engage them online accurate and trustworthy, • What your competitors are doing with and have already begun social media applying many of the Tools used include: Tools used include: insights uncovered in our map.” • Online surveys with the target audience Jeb Reid, AmLabs • Discussion board immersions • Social media expert opinions and interviews • Internet trade resources and syndicated research
- 22. Shoutlet Social Media Communication Platform Shoutlet is a scalable, web-based, hosted social media communication tool that helps companies connect to their audiences where they live online. Shoutlet facilitates ll b ti in Sh tl t f ilit t collaboration i creating, ti distributing, and tracking online communication across engaging social media formats, which include: • Video • RSS feeds • Podcasts • SMS mobile text messages • Widgets • Social email
- 23. Shoutlet Real‐Time Social Media Tracking Shoutlet can distribute and track local regional local, and national campaigns.
- 24. What Social Media Can Do For Companies Advanced media placement – Buying media placement strategically will create greater impressions and promote “viral pass‐along” in ways traditional media cannot. Sustainable engagement – One key benefit of social media is when online influencers Sustainable engagement One key benefit of social media is when online influencers continue to be engaged with your brand after the campaign or media spend has ended. Non‐paid branding opportunities – Since social media provides a level of “viral” engagement via widgets, web 2.0 email, and RSS readers, it’s possible that companies could receive additional non‐paid impressions that will further their brand. Feedback loop – Most campaigns involve engaging content that allow companies to Feedback loop – Most campaigns involve engaging content that allow companies to continuously adjust their messaging strategy until they find what works best for communicating with their target audience.
- 25. Summary • Research and analysis – Define your community – Identify the key issues and interests Identify the key issues and interests – Listen to top bloggers discussing the issues and reader comments – Find key social networks • Map out your discussion strategy – Define objectives and outcomes – Identify marketplace value or expertise Identify marketplace value or expertise – Select social media platforms that fit your content
- 26. Summary • Active Engagement – Evaluate your resources – Participate on blogs and social networks Participate on blogs and social networks • Reporting and Evaluation – Define success – Select your measurement tools – Continually analyze and refine
- 27. Contact Information Jerranna Cannady, Marketing Strategist Jerranna Cannady Marketing Strategist The Stone Agency 919.645.0780 [email protected] Twitter: @jerrannacan Email me for your free copy of our new resource ‐ Blogger’s Best Practices