Social Media Presentation Kcdma 11-17-06
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Building Relationships through Social Media Kansas City Direct Marketing Association Workshop Friday, November 17, 2006
Jeff Risley VP/Social Media Analyst www.barkleyus.com
Kevin Roe Director, Midwest Region www.newmediastrategies.net
1
Think about your last direct marketing campaign.
2
After today we hope you: 1. Feel at ease about the future of marketing with social media. 2. Know how to use a variety of social media tools. 3. Understand how to implement a social media strategy.
3
Marketing is changing “For the first time the consumer is boss, which is fascinatingly frightening, scary and terrifying, because everything we used to do, everything we used to know, will no longer work.” Kevin Roberts, chief executive, Saatchi & Saatchi Author of Lovemarks 4
Big brands are changing their marketing
5
“Markets are conversations. Conversations are fire. Marketing is arson.” The Cluetrain Manifesto
6
Social media = Conversation “Social media describes the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.” - Wikipedia "Social media encompasses everything that is written, spoken and shown about your organization that you have no control over.“ - Josh Hallett, Hyku blog 7
Your lucky day
8
Social media tools 1. 2. 3. 4. 5. 6. 7.
Blogs RSS Social Networks Podcasting Photo/Video Sharing Forums/Message Boards Wikis 9
#1: Blogs •More than 55 million blogs*. •Nearly 75,000 new blogs each day: one every second! •The blogosphere doubles in size every 6 months. •Approximately 27 percent of U.S. Internet users read blogs (about 40 million people) *Doesn’t include MySpace
10
11
Corporate blogs 1.
Empower customers and make them brand enthusiasts; encourage them to spread positive word-of-mouth.
3.
Establish your company as an industry thought leader.
5.
Amplify your SEO strategy.
7.
Help drive traffic and customers to your site in highly measurable ways. 12
Blog Search
13
Your lucky day
14
#2: Really Simple Syndication (RSS)
15
RSS aggregators
16
#3: Social Networks MySpace Facebook MSN Spaces Yahoo 360 LiveJournal
17
Niche social networks are huge
18
And corporate social networks are gaining traction
19
#4: Podcasting
20
Where are podcasts found? iTunes Podcast Alley Podcast.net Yahoo Podcasts Podcasting News Just Google it!
21
22
Corporate podcast examples GM FastLane Podcasts focus on car enthusiasts. Whirlpool Podcasts focus on moms/family issues. IMB Podcasts focus on future of technology. Others:
HP Kodak Coke Deloitte NASA Purina
23
Easy as…
1.
2.
3.
24
#5: Photo & Video Sharing
25
#6: Forums/Message Boards More than 40 million active message boards/forums Includes message boards, forums, bulletin boards, Usenet groups, email discussion lists, Yahoo! Groups, Google Groups, opinion sites Narrowly focused (automotive, parenting, health, stocks/finance, etc.) Heavily moderated, both by forum webmasters and participants Structured, threaded discussions predominant Find them at boardreader.com or boardtracker.com
26
27
#7: Wikis
28
Social Media Strategy FLEE!
29
Find Listen Engage Empower 30
Find
31
Listen
32
Engage
33
Empower
34
Get this presentation at: http://risleyranch.blogs.com
35
Appendix/Resources
36
“The Many Forms of Social Computing” from Forrester Research, courtesy of Steve Rubel.
37
Blogging books • The Corporate Blogging Book by Debbie Weil.
• Naked Conversations: How Blogs are Changing the Way Businesses Tal by Robert Scoble & Shel Israel • Publish and Prosper: Blogging for Your Business by DL Byron
• Blogging for Business: Everything You Need to Know and Why You Sho by Shel Holtz • Blog Rules: A Business Guide to Managing Policy, Public Relations, And by Nancy Flynn • Blog Marketing by Jeremy Wright 38
Good marketing blogs to follow •
http://doc.weblogs.com/ -- Doc Searls, co-author of the Cluetrain Manifesto and one of the first bloggers on the planet.
•
http://sethgodin.typepad.com/seths_blog/ – Marketing guru Seth Godin's blog. Seth has one of the most widely read blogs in the marketing category.
•
http://www.jaffejuice.com/ – Joseph Jaffe’s blog. He’s the author of the book “Life After the 30-Second Spot.”
•
http://blogs.forrester.com/charleneli/ – Charlene Li of Forrester Research has an excellent blog.
•
http://www.micropersuasion.com/ – Steve Rubel’s blog. Steve is probably the most prolific PR blogger on the planet.
•
http://www.churchofthecustomer.com/blog/ -- by Jackie Huba and Ben McConnell, authors of the books Creating Customer Evangelists and Citizen Marketers.
•
http://www.womma.org/ -- Word of Mouth Marketing Association, the newest association comprised of individuals and companies in the social media space.
39
More corporate blog information Corporate Blog Success Stories Stormhoek Wine, a winery in South Africa that started a CEO blog and used blog seeding strategies to double its sales in one year. Bob Lutz, vice chairman, GM; Lutz’s blog, Fastlane, generated a significant amount of buzz for the company because he was the first high-profile executive outside the tech industry to blog. Randy Baseler, vice president of marketing for Boeing Commercial Airplanes; Baseler’s blog has successfully engaged Boeing’s customers one-on-one to get feedback on products and cocreate airplanes. Sample Blog Policies: Harvard Law: http://blogs.law.harvard.edu/home/terms-of-use IBM: http://www-03.ibm.com/developerworks/blogs/page/jasnell?entry=blogging_ibm Yahoo: http://jeremy.zawodny.com/yahoo/yahoo-blog-guidelines.pdf Corporate Blog Lists The New PR Wiki: http://www.thenewpr.com/wiki/pmwiki.php Fortune 500 Blogging Wiki (http://www.socialtext.net/bizblogs/index.cgi) Other Corporate Blogging Information BBC article on successful business blogging (which mentions the Stormhoek case example above). The Corporate Weblog Manifesto, a white paper on corporate blogging by former Microsoft blogger Robert Scoble.
40
RSS & monitoring sources •
Yahoo’s list of RSS Aggregators: http://dir.yahoo.com/Computers_and_Internet/Data_Formats/XML__eXtensible_Markup_Languag
•
Steve Rubel’s blog post on “35 Ways to Use RSS”: http://www.micropersuasion.com/2006/06/35_ways_you_can.html
•
Fluid blog’s comprehensive list of monitoring sources: http://translate.google.com/translate?u=http://fluido.wordpress.com/2006/05/30/mini-guida-al-m
41
Blog posts that address ROI of social media
http://www.clickz.com/experts/crm/actionable_analysis/article.php/351 http://blogs.forrester.com/charleneli/2004/10/scoble_on_blog_.html http://forrester.typepad.com/charleneli/2004/10/fear_of_corpor a.html http://www.clickz.com/experts/crm/actionable_analysis/article.ph p/3517546 http://jeremiahthewebprophet.blogspot.com/2006/03/how-tomeasure-value-of-corporate.html
42
The Kryptonite Bike Lock Case Study 43
Jeff Risley VP/Social Media Analyst www.barkleyus.com
Kevin Roe Director, Midwest Region www.newmediastrategies.net
1
Think about your last direct marketing campaign.
2
After today we hope you: 1. Feel at ease about the future of marketing with social media. 2. Know how to use a variety of social media tools. 3. Understand how to implement a social media strategy.
3
Marketing is changing “For the first time the consumer is boss, which is fascinatingly frightening, scary and terrifying, because everything we used to do, everything we used to know, will no longer work.” Kevin Roberts, chief executive, Saatchi & Saatchi Author of Lovemarks 4
Big brands are changing their marketing
5
“Markets are conversations. Conversations are fire. Marketing is arson.” The Cluetrain Manifesto
6
Social media = Conversation “Social media describes the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.” - Wikipedia "Social media encompasses everything that is written, spoken and shown about your organization that you have no control over.“ - Josh Hallett, Hyku blog 7
Your lucky day
8
Social media tools 1. 2. 3. 4. 5. 6. 7.
Blogs RSS Social Networks Podcasting Photo/Video Sharing Forums/Message Boards Wikis 9
#1: Blogs •More than 55 million blogs*. •Nearly 75,000 new blogs each day: one every second! •The blogosphere doubles in size every 6 months. •Approximately 27 percent of U.S. Internet users read blogs (about 40 million people) *Doesn’t include MySpace
10
11
Corporate blogs 1.
Empower customers and make them brand enthusiasts; encourage them to spread positive word-of-mouth.
3.
Establish your company as an industry thought leader.
5.
Amplify your SEO strategy.
7.
Help drive traffic and customers to your site in highly measurable ways. 12
Blog Search
13
Your lucky day
14
#2: Really Simple Syndication (RSS)
15
RSS aggregators
16
#3: Social Networks MySpace Facebook MSN Spaces Yahoo 360 LiveJournal
17
Niche social networks are huge
18
And corporate social networks are gaining traction
19
#4: Podcasting
20
Where are podcasts found? iTunes Podcast Alley Podcast.net Yahoo Podcasts Podcasting News Just Google it!
21
22
Corporate podcast examples GM FastLane Podcasts focus on car enthusiasts. Whirlpool Podcasts focus on moms/family issues. IMB Podcasts focus on future of technology. Others:
HP Kodak Coke Deloitte NASA Purina
23
Easy as…
1.
2.
3.
24
#5: Photo & Video Sharing
25
#6: Forums/Message Boards More than 40 million active message boards/forums Includes message boards, forums, bulletin boards, Usenet groups, email discussion lists, Yahoo! Groups, Google Groups, opinion sites Narrowly focused (automotive, parenting, health, stocks/finance, etc.) Heavily moderated, both by forum webmasters and participants Structured, threaded discussions predominant Find them at boardreader.com or boardtracker.com
26
27
#7: Wikis
28
Social Media Strategy FLEE!
29
Find Listen Engage Empower 30
Find
31
Listen
32
Engage
33
Empower
34
Get this presentation at: http://risleyranch.blogs.com
35
Appendix/Resources
36
“The Many Forms of Social Computing” from Forrester Research, courtesy of Steve Rubel.
37
Blogging books • The Corporate Blogging Book by Debbie Weil.
• Naked Conversations: How Blogs are Changing the Way Businesses Tal by Robert Scoble & Shel Israel • Publish and Prosper: Blogging for Your Business by DL Byron
• Blogging for Business: Everything You Need to Know and Why You Sho by Shel Holtz • Blog Rules: A Business Guide to Managing Policy, Public Relations, And by Nancy Flynn • Blog Marketing by Jeremy Wright 38
Good marketing blogs to follow •
http://doc.weblogs.com/ -- Doc Searls, co-author of the Cluetrain Manifesto and one of the first bloggers on the planet.
•
http://sethgodin.typepad.com/seths_blog/ – Marketing guru Seth Godin's blog. Seth has one of the most widely read blogs in the marketing category.
•
http://www.jaffejuice.com/ – Joseph Jaffe’s blog. He’s the author of the book “Life After the 30-Second Spot.”
•
http://blogs.forrester.com/charleneli/ – Charlene Li of Forrester Research has an excellent blog.
•
http://www.micropersuasion.com/ – Steve Rubel’s blog. Steve is probably the most prolific PR blogger on the planet.
•
http://www.churchofthecustomer.com/blog/ -- by Jackie Huba and Ben McConnell, authors of the books Creating Customer Evangelists and Citizen Marketers.
•
http://www.womma.org/ -- Word of Mouth Marketing Association, the newest association comprised of individuals and companies in the social media space.
39
More corporate blog information Corporate Blog Success Stories Stormhoek Wine, a winery in South Africa that started a CEO blog and used blog seeding strategies to double its sales in one year. Bob Lutz, vice chairman, GM; Lutz’s blog, Fastlane, generated a significant amount of buzz for the company because he was the first high-profile executive outside the tech industry to blog. Randy Baseler, vice president of marketing for Boeing Commercial Airplanes; Baseler’s blog has successfully engaged Boeing’s customers one-on-one to get feedback on products and cocreate airplanes. Sample Blog Policies: Harvard Law: http://blogs.law.harvard.edu/home/terms-of-use IBM: http://www-03.ibm.com/developerworks/blogs/page/jasnell?entry=blogging_ibm Yahoo: http://jeremy.zawodny.com/yahoo/yahoo-blog-guidelines.pdf Corporate Blog Lists The New PR Wiki: http://www.thenewpr.com/wiki/pmwiki.php Fortune 500 Blogging Wiki (http://www.socialtext.net/bizblogs/index.cgi) Other Corporate Blogging Information BBC article on successful business blogging (which mentions the Stormhoek case example above). The Corporate Weblog Manifesto, a white paper on corporate blogging by former Microsoft blogger Robert Scoble.
40
RSS & monitoring sources •
Yahoo’s list of RSS Aggregators: http://dir.yahoo.com/Computers_and_Internet/Data_Formats/XML__eXtensible_Markup_Languag
•
Steve Rubel’s blog post on “35 Ways to Use RSS”: http://www.micropersuasion.com/2006/06/35_ways_you_can.html
•
Fluid blog’s comprehensive list of monitoring sources: http://translate.google.com/translate?u=http://fluido.wordpress.com/2006/05/30/mini-guida-al-m
41
Blog posts that address ROI of social media
http://www.clickz.com/experts/crm/actionable_analysis/article.php/351 http://blogs.forrester.com/charleneli/2004/10/scoble_on_blog_.html http://forrester.typepad.com/charleneli/2004/10/fear_of_corpor a.html http://www.clickz.com/experts/crm/actionable_analysis/article.ph p/3517546 http://jeremiahthewebprophet.blogspot.com/2006/03/how-tomeasure-value-of-corporate.html
42
The Kryptonite Bike Lock Case Study 43
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