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Title: Consumer Generated Media, Word of Mouth and Online PR


1
Consumer Generated Media, Word of Mouth and
Online PR
2
80 of Marketers Say Viral Builds Awareness
  • More than 80 of "very experienced" marketers say
    that viral marketing builds awareness.
  • 48 of consumer marketers still don't have a
    tell-a-friend feature.
  • Fifty-two percent of those without any viral
    marketing experience are BtoB marketers

Source MarketingSherpa
3
Consumer Generated Media?
  • Consumer generated media (CGM) originated as a
    reference to posts made by consumers within
    online venues such as internet forums, blogs,
    wikis, discussion lists etc., on products that
    they have purchased. Shoppers who are researching
    products often use other consumers' opinions when
    making buying decisions. (Wikipedia)

4
Word of Mouth
  • Word of mouth The act of consumers providing
    information to other consumers.
  • Word of mouth marketing Giving people a reason
    to talk about your products and services, and
    making it easier for that conversation to take
    place.
  • It is the art and science of building active,
    mutually beneficial consumer-to-consumer and
    consumer-to-marketer communications.

5
Communications Evolution
6
Dropping Pebbles in a Pond
7
CGM Influences Sales
  • 85 percent of online shoppers consider
    consumer-generated content particularly ratings
    and reviews  to be a key element in their
    research when shopping for a new vehicle.
  • Source Yahoo! Autos JD Power Associates,
    10/23/06

8
The nearly 1 billion people online worldwide
-- along with their shared knowledge, social
contacts, online reputations, computing power,
and more -- are rapidly becoming a collective
force of unprecedented power. For the first
time in human history, mass cooperation across
time and space is suddenly economical.
 
9
Edelman Trust Survey Results
Companies need to move away from sole reliance
on top-down messages delivered to elites toward
fostering peer-to-peer dialogue among consumers
and employees, activating a companys most
credible advocates.
76 of all of consumers don't trust advertising
anymore." - Jupiter
Research, 2005 
10
Well, Who Do We Trust?
Intelliseek / Forrester 2005
11
Group Exercise 10 Minutes
  • Split into groups
  • Closest to Arizona group leader
  • 2 (best) examples of your contributions to user
    generated media recently
  • A recent example of a purchase where you, your
    family or your company were influenced by
    consumer media in the decision

12
WOMM
Theres a real cost to ignoring the
conversation.
13
Word of Mouth
  • 80 of Word of Mouth is offline
  • 40 of Word of Mouth includes reference to
    another form of media
  • 50 of Word of Mouth is about the company, not
    the product
  • Over 50 of people go online to validate what
    they heard from Word of Mouth offline
  • BzzAgent/Northeast Univeristy 2005
    Intelliseek 2005

14
Word Of Mouth Is A Powerful Force
Word of Mouth Among Airlines Source Harvard
Business Review
15
What is Word-of-Mouth (WOM)
  • WOM is the act of a consumer creating or
    distributing marketing-relevant information to
    another consumer.
  • If a marketer says it, its an Ad.
  • If a consumer says it, its WOM.
  • Do Blogs and WOM matter?
  • Ask Dan Rather, Kryptonite, Sony (rootkit
    debacle), Burger King (Subservient Chicken), Dell
    (Jeff Jarvis), Napoleon Dynamite, many others
  • Motivations behind WOM
  • Altruism Desire to educate and inform
  • Hobbyists Building community and sharing ideas
  • Expression Desire to express an idea, opinion
    or work
  • Cool Factor Being in the know and the being
    there early
  • Revenge Upset with product or service issues
  • Personal Brand Desire to enhance or maintain a
    readership base

16
Potential Impact of Promoters and Detractors
  • Ten days, 10 million
  • Replaced 350K locks ww over 9 months
  • Behind-the-scenes account
  • 500,000 computers in 165 countries
  • Millions of music CDs recalled
  • Millions of dollars of revenue
  • Brand damage
  • 9 minutes avg. site visit
  • Polarized audiencebut what about the middle?
  • Brand recognition
  • Mainstream among the advertising and WOM
    marketing community

17
Chevy Tahoe / The Apprentice
18
Kryptonite No Match for Blogs!
19
What You Can Learn from WOM
  • Brand/Product/Service or Business Health
    Monitoring or Early Warning Signals Watch tremors
    in the blogosphere and address before they become
    mainstream
  • Competitive Insights Why your competitors are
    gaining share at your expense
  • Affiliations Copy Point Strengths Track /-
    sentiment on affiliations and discover current
    consumer hot buttons
  • Campaign Tracking Ads, Promotions, Launches
    Special Events identify strengths
    weaknesses/track build and intensity and act
    before its too late
  • Product Development Insights Feature
    satisfaction/Wish lists
  • Know your Passionates Know whos talking
    about you, their likes and dislikes and the
    reasons why
  • Understand how your target consumers interact
    with your brand

20
WOM Donts
  • Stealth Marketing Any practice designed to
    deceive people about the involvement of marketers
    in a communication.
  • Shilling Paying people to talk about (or
    promote) a product without disclosing that they
    are working for the company impersonating a
    customer.
  • Infiltration Using fake identities in an online
    discussion to promote a product taking over a
    web site, conversation, or live event against the
    wishes or rules set by the proprietor.
  • Comment Spam Using automated software (bots)
    to post unrelated or inappropriate comments to
    blogs or other online communities.
  • Defacement Vandalizing or damaging property to
    promote a product.
  • Spam Sending bulk or unsolicited email or other
    messages without clear, voluntary permission.
  • Falsification Knowingly disseminating false or
    misleading information.
  • Word of mouth marketing cannot be faked
  • Artificial word of mouth marketing is dishonest
    and ineffective. Word-of-mouth marketing must be
    based on the honest opinions of real people. We
    strongly oppose any practice that tries to fake
    word of mouth.
  • Ethical responsible word of mouth marketers do
    not
  • Impersonate people, shill, or hide their
    identities
  • Manipulate or corrupt honest opinions
  • Infiltrate, invade, or violate online or
    offline venues

Dishonest word of mouth marketing will always be
exposed and deplored. Marketers must work to
oppose and eliminate unethical practices. We
strongly recommend that marketers aggressively
review the practices of their agencies, vendors,
and internal departments. Insist on the highest
level of ethics, and insist that all of your
campaigns comply with the WOMMA Code of Conduct
and the Honesty ROI.
Source WOMMA
21
Word of Mouth Strategies
  • 1. Encouraging communications
  • - Developing tools to make telling a friend
    easier
  • - Creating forums and feedback tools
  • - Working with social networks
  • 2. Giving people something to talk about
  • - Information that can be shared or forwarded
  • - Advertising, stunts, and other publicity that
    encourages conversation (but be wary of just
    creating talk).
  • - Building WOM-worthy elements into products
  • 3. Creating communities and connecting people
  • - Creating user groups and fan clubs
  • - Supporting independent groups that form around
    your product
  • - Hosting discussions and message boards about
    your products
  • - Enabling grassroots organization such as local
    meetings and other real-world participation
  • 4. Working with influential communities
  • - Finding people who are likely to respond to
    your message
  • - Identifying people who are able to influence
    your target customers
  • - Informing these individuals about what you do
    and encouraging them to spread the word
  • - Good-faith efforts to support issues and
    causes that are important to these individuals
  • 5. Creating evangelist or advocate programs
  • - Providing recognition and tools to active
    advocates
  • - Recruiting new advocates, teaching them about
    the benefits of your products, and encouraging
    them to talk about them
  • 6. Researching and listening to customer feedback
  • - Tracking online and offline conversations by
    supporters, detractors, and neutrals
  • - Listening and responding to both positive and
    negative conversations
  • 7. Engaging in transparent conversation
  • - Encouraging two-way conversations with
    interested parties
  • - Creating blogs and other tools to share
    information
  • - Participating openly on online blogs and
    discussions
  • 8. Co-creation and information sharing
  • - Involving consumers in marketing and creative
    (feedback on creative campaigns, allowing them to
    create commercials, etc.)
  • - Letting customers behind the curtain to have
    first access

Source WOMMA
22
Word of Mouth Examples
  • 4. Working with influential communities (contd)
  • Mac Design Conference/Learning Conference for
    Creative Professionals
  • iPod Flea from Natl Assoc. of Photoshop Pros
    keynote
  • Sony Playstation SMS campaign
  • 600K SMSs (300K respondents) 77 male 12-25
  • 28 increase in desire to own,
  • 36 added to wish list with a 25 sell-through
  • 5. Creating evangelist or advocate programs
  • Icebreaker Clothing
  • 1 budget goes to marketing global success
    achieved by being part of consumers lives
  • Extreme athlete testimonials using products on
    expeditions
  • Instead of sponsorship, Icebreaker creates its
    own events such as mountain bike races, marathons
    etc.
  • 6. Researching and listening to customer feedback
  • Microsoft Developers Conf.
  • Channel 9 Blog
  • Napoleon Dynamite and Bill Gates
  • XBOX 360 Multiplayer online games
  • 7. Engaging in transparent conversation
  • Vanguard
  • 1. Encouraging communications
  • Pizza Hut Cheesy Bites
  • Microsoft Messenger Reality Fame
  • Objective was to drive trials of Messenger
  • Drove 3 million visitors in one week
  • Doubled new MSN users in 4 weeks
  • 2. Giving people something to talk about
  • Blair Witch urban myth
  • BMW Films The Hire
  • Reebok Terry Tate Office Linebacker
  • Honda Civic Choir Ad
  • Burger King Subservient Chicken, Coq Roq, The
    King, Whopperettes
  • GoDaddy vs. ABC Censors GoDaddy Timeline
  • SNL Lazy Sunday (Narnia) video
  • 1.2 million downloads from YouTube.com / approx.
    1 week after NBC debut 12-12-05
  • Bolt.coms Hazy Monday
  • 3. Creating communities and connecting people
  • Celebrity Profiles on Friendster
  • Life Aquatic / Anchorman / Hitch

23
How to Measure WOM
  • Measure Share of Buzz
  • Mentions versus competition
  • Mentions versus the industry
  • Measure Polarity
  • Sentiment, favorability and trending
  • Topicality sentiment
  • Measure Engagement Level
  • Concentration of mentions verses voices
  • Concentration of sentiment

24
How to Measure WOM
  • Measure Voice Analysis
  • New voices
  • Existing voices
  • Analyze Demographics
  • Know who is affecting your brand
  • Identify hot buttons, resonance
  • Track Velocity / Momentum

25
Discussion
26
Mining the Social Media Space for Customer
Intelligence
27
CGM, Whats It Good For?
  • CGM fuels word-of-mouth, both intended and
    incidental, and leaves a non-erasable digital
    trail that punishes or rewards brands in search
    strengthened perpetuity.-- Pete Blackshaw in
    AMA Marketing Management

28
Iams Example
29
Pontiac Example
30
CGM Why Listen?
  • CGM can be a marketing asset or a marketing
    liability.
  • The first step in turning CGM into an asset is
    listening. Why should you listen?
  • Owners online influencers create CGM
  • Shoppers are influenced by CGM
  • CGM consists of near real-time insights
  • CGM is a reflection of consumer perceptions
  • CGM cannot be controlled but it can be managed

31
CGM Research Objective
  • Where is buzz occurring online?
  • Identify top 25 sites by volume
  • Segment sites by influence
  • Who is creating the buzz?
  • Identify the top 25 vocal consumers
  • Link analysis - URLs/online media/microsites
    being shared online
  • Which sites/online media are more or less
    influential

32
Website analytics tools measure the monologue.
33
How do you measure the conversation?
34
Free
Scratch the Surface
35
Social Media Report Card
  • Technorati Mentions
  • Technorati Authority Ranking
  • BlogPulse Blog Discussion Percentage
  • RSS Subscribers
  • Diggs
  • Blog Posts Written
  • Daily Google Alerts

36
Monitor Blogosphere with Specialty Search Engines
and Social Networks
37
Monitor Blogosphere with Specialty Search Engines
and Social Networks
How are people tagging your website?
How are people interacting with your brand?
38
Case Study Large appliance manufacturer
  • Manufacturer begins to receive fan mail for a
    washing machine.
  • Seriously. They were shocked too.
  • Beyond fan mail, anecdotal reports of evangelism
    filter in. Manufacturer turns to online to
    better understand this phenomenon.
  • How big was it?
  • Who were these consumers?
  • What was driving this?
  • How could they leverage it?

39
Surprising findings about existing buzz igniters
  • WOM Strategy Takeaway
  • Focus in on amplify organic interest in product
    among males.

Source BuzzMetrics Research
40
Understand why buzz already happening
  • Natural desire to share war stories and proof
    points.

Source BuzzMetrics Research
41
Marketing programs amplify natural buzz
  • Examples of what people report challenging the
    machine with
  • 3' x 5' area rug
  • Satin dance/drill uniform
  • 10 yard piece of fabric
  • Sleeping bags
  • Stuffed animals
  • 22 towels
  • Cat/Pet Bedding
  • Sneakers
  • Little league uniforms
  • Little league uniforms
  • Little league uniforms

The Result Sponsorships grassroots activities
with key little league/youth sport
organizations.
42
Social Media Monitoring and Tracking How?
  • Key employees and public facing figures
  • Company name
  • Hot industry sites consumer hangouts
  • Company URL(s)
  • Product/Service names
  • Product/Service vanity URL(s)
  • Competitors
  • Employee activities
  • Newsgroups
  • Zoom Info other social nets
  • SERPs
  • Blogs blog comments
  • Video content
  • Photo sharing
  • Social bookmarks, tags links

43
Social Media Monitoring and Tracking Where?
  • Google alerts
  • Analytics
  • Feedburner
  • Hit Tail
  • Technorati
  • Flickr
  • Authority sites
  • Microblogs (twitter, pounce)
  • Social bookmarks (del.icio.us)
  • Google blog search (included in alerts)
  • Content communities and content sharing sites
    (YouTube)
  • Topical newsgroups forums

44
Group Exercise 5 minutes
  • Lets build a quick social media monitoring
    profile and customer map for someone in the room.

45
SOCIAL MEDIA INTERACTIVE
  • Finding your brand in the blogosphere
  • Where do your users hang out?
  • Trends?

46
Questions?
47
Online Social Media Customer Community
48
CUSTOMER COMMUNITY
49
Customer Community Definition
  • com?mu?ni?ty kuh-myoo-ni-tee
  • noun, plural -ties.
  • A social, religious, occupational, or other group
    sharing common characteristics or interests and
    perceived or perceiving itself as distinct in
    some respect from the larger society within which
    it exists (usually prec. by the) the business
    community the community of scholars.

50
What Do These Companies Have In Common?
51
What Community Does for You!
  • Reducing Sales and Marketing Expenses
  • Creating Brand Loyalty
  • Developing New Products
  • Peer Based Customer Support
  • Creating Social Networks
  • Creating Evangelists

52
Community ROI
  • Decreased cost of customer retention
  • Higher purchase amounts by community vs.
    non-community
  • Higher frequency of purchase by community
  • Lower cost of customer service (repeat customer
    familiarity)
  • Increased customer satisfaction
  • Decreased cost of acquisition (advocacy driven)
  • Lower cost of product development (using feedback
    loop)

53
ARCHITECTURES OF PARTICIPATION
Social Conversational model of communications
driving discussions of products and brands, peer
recommendations, and shared experiences.
Media The nature of systems designed for user
contribution, collaboration and communication.
Eli Singer Cundari
54
Social Hierarchy of Needs
55
Example Airstream
If you own any trailer or motorhome manufactured
by Airstream, Inc., WBCCI offers you fun and
exciting opportunities to enjoy your Airstream
and the RV Lifestyle. Whether you are traveling
with your children or have retired to travel the
world, you can do it best in the oldest and
finest RV association, the Wally Byam Caravan
Club International (WBCCI). Airstream Website
56
Facebook Pages allow brands to collect fans
57
Jeep The way beyond trail
  • A choose your own adventure interactive film
  • User integrates him/herself directly into the
    video and story reflects their personal
    registration selections
  • Program provides clues in exchange for tell a
    friend
  • Product directly integrated and demonstrated
    through plot line of film

58
Jeeps Jeep 2.0 Strategy
  • Portals (using contextual/Google and
    behavioral/AOL targeting)
  • An IM avatar development program
  • Online video - A new campaign site which was
    redesigned to host rich-media offerings like
    video vignettes
  • Virtual "test drives
  • Ads on free music download sites with viral
    marketing (pass this song on to your friends
    capability)
  • Microsites
  • Traditional TV with product placement
  • Events and bowl games - An online fantasy
    football sponsorship w/print component
  • Print ads

59
What Linkedin Can Do for You
  • Keep you connected to former colleagues, current
    colleagues, and other professional associates
  • Display your resume and profile to potential
    employers or clients
  • Showcase your skills and professional reputation
  • Connect you with business opportunities

60
What Happens on LinkedIn?
People want to connect with you based on your
profile
A constant flow of updates on what your friends
are doing
Updates on jobs that fit your profile from within
and without your network
A constant flow of updates on what your friends
are doing
Youre updated when someone connects and grows
their network
61
Recommendations
  • Like all endorsements, recommendations from
    colleagues and supervisors boosts your
    professional reputation on Linkedin.
  • It also gets you closer to completing your
    network.
  • Requesting an endorsement should be approached
    with the same professional courtesy online as in
    person.

62
Building Your Public Profile
  • Like a resume
  • You decide how much to show
  • You decide who sees it
  • Maintain your profile
  • The Service Provider Directory

63
Community Building - Tactical Plan
  • Define and articulate your purpose
  • Build flexible gathering places
  • Create meaningful, evolving member profiles
  • Design for a range of roles
  • Develop a strong leadership program
  • Encourage etiquette
  • Promote cyclical events
  • Integrate the rituals of community life
  • Facilitate member-run sub groups

Source Community Building on the Web, Amy Jo Kim
64
Case Study Wal-Marts Back to College
  • Media Soundcheck
  • Personalized dorm
  • Recommend to others
  • No discussions
  • Results
  • Lack of community involvement
  • 800 members in two weeks

65
Case Study Apple Students
  • Embracing existing community
  • Free product sample
  • eCommerce
  • Cross Promotion
  • Results
  • 420,000 users
  • 12,000 topics

66
Examples of Social Media Services
  • MySpace -- a social networking / blogging
    platform
  • LinkedIn -- a professional social networking site
  • TypePad/Blogger -- personal blogging platforms
  • YouTube -- a videoblogging platform
  • Second Life -- a virtual world gaming platform
  • Digg -- a news sharing platform
  • del.icio.us -- a bookmark sharing platform
  • Reddit -- a news sharing platform
  • Flickr -- a photosharing platform
  • Webjay -- a music playlist sharing platform
  • indymedia -- a global network of independent
    journalists and alternative media

67
What you can do
  • Partner up!
  • Community Manager and Social Media Programs
  • Start to Monitor and Listen to what Customers are
    Saying
  • Listen in Use tools like Google Alerts,
    Technorati, and Feedreaders
  • Engage and Harness Customer Feedback
  • Engage
  • Build from detractions
  • Reuse these references in other ways
  • Blogs, Podcasts, Videos, and Whats next
  • Best Practices as Social Media
  • Learn the rules of engagement, authenticity,
    transparency
  • Organize the marketing department to use Social
    Media
  • Organize internally
  • Publicly recognize opinions
  • Capture and encourage those voices
  • Video shares human stories

68
Discussion
69
Online Video Videoblogging
70
What is Viral Video?
  • The term viral video refers to video clip content
    which gains widespread popularity through the
    process of Internet sharing, typically through
    email or IM messages, blogs and other media
    sharing websites.
  • Viral videos are often humorous in nature and may
    range from televised comedy sketches and
    unintentionally released amateur video clips.
  • 5 Basic Tenants
  • Short
  • Edgy
  • Funny
  • Big Finish
  • Topical

Source Wikipedia
71
State of Online Video
  • While online video is not new, the channel has
    hit a rapid acceleration in the past 18 months
  • Startups like YouTube are becoming more popular
    than many traditional media sites.
  • Fifty-seven percent of online adults have used
    the internet to watch or download video, and 19
    do so on a typical day.
  • (The Pew Internet American Life Project)

72
YouTube
Nieman Marcus celebrates 100th anniversary with
You Tube home page presence and YT videos.
73
YouTube
  • Serves your video
  • Extends reach through easy to use links and codes
    that even technology challenged me can insert
  • Provides statistics on page views
  • Provides statistics and links on websites that
    link to your video
  • Comments turn YouTube into social networking
  • Voting and favorites provide the "power of crowd"
    recommendations
  • Creating a channel allows you to provide
    information about your organization or the brand.
    It also creates a Go To Space where you can store
    all of your videos.

74
SEM and Online Video
75
B2B Discovers Online Videos
It is my goal to meaningfully engage my audience
and draw them in. Video offers anenhanced
ability to do so (especially when compared to
static posters/graphics). Rick Short, Indium
Multiple Customer Touch Points
Multiple Uses
76
Mentos
  • Dramatic sales increase when Diet Soda Mentos
    phenomenon started.
  • EepyBird made 50K on Revver alone.
  • Next phase partnering with known creators to
    move past Geyser.

77
Contests
78
Contest Ideas Tips
  • Not every brand is right for a contest.
  • Lose the giant grand prize.
  • Choose your partners wisely and avoid a
    disposable website. 
  • Promotion is where most contests fail.
  • Fish where the fish are.
  • Know that good contestants will evaluate a return
    on their time investment.
  • Consider identifying some known video creators
    and asking them to seed entries and promote the
    contest.
  • Be mindful of the fact that people will scan the
    first posted entries to make their determination
    about entering.
  • Timing is everything.

79
MarketingSherpa - 2007 Viral Awards
  • Five Prevailing Lessons From Award Winning
    Marketers
  • Viral isnt just for commercial marketers. Use
    Web 2.0 Video in communities of any kind.
  • B-to-B viral is gaining steam. Some use fun
    videos (Space Invaders) and others employ crafty
    online contests - both got results!
  • Marketers thrive despite shoestring viral
    budgets. Most campaigns are often created by tiny
    in-house teams.
  • Track your results as specifically as possible.
    The more you hone in on what works, the better
    you will get at lassoing viral audience clusters.
  • Blogs and message boards still appear to be the
    seeding source of choice. With that said, don?t
    forget about optimizing press releases.

80
Using Online Video for Promotion
  • The basis for this approach is centered on
    YouTube, though it is applicable to other online
    video sites.
  • Create and Customize Your Own YouTube Channel
  • Arrange your own and others content in a single
    location, with its own YouTube URL.
  • Opportunity to create a profile for yourself and
    your content, and link back to your website URL.
  • Start creating playlists from your own and other
    people's content
  • Lay the foundations of your YouTube presence.
    Guide

81
Using Online Video for Promotion
  • Choose your niche and focus
  • Director, Musician, Comedian, Guru
  • Create short-form viral content
  • lt5 minutes
  • Super informative
  • Funny? Catchy! Useful!
  • Tag and Categorize
  • Create niche playlists
  • More options for searchers to find your video
  • Be helpful - gather others, as well as your own
    relevant clips
  • Promote Your Video with YouTube Email and
    Bulletins

82
Using Online Video for Promotion
  • Promote your video in your existing campaigns, or
    create a campaign for the video itself
  • Must be integrated (somewhat) with the rest of
    your marketing
  • Must have measurable goals
  • Leave Video Responses
  • Same as in blogging
  • Be relevant, timely, considerate, civil and
    helpful
  • Join or Create YouTube Groups

83
Video Marketing Resources
  • If you would like to learn more about using
    YouTube as a marketing and promotional tool, you
    might want to check out the following links
  • Small Business SEM offer up six YouTube marketing
    tips (http//www.smallbusinesssem.com/2007/04/24/y
    outube-marketing-tips/)
  • Marketing Profs 'How to Market on YouTube'
    (http//www.marketingprofs.com/login/join.asp?adre
    frdblksource/7/how-to-market-on-youtube-some-ex
    amples-spencer.asp)
  • Viral Marketing Voodoo give you a YouTube
    Marketing 101(http//www.viralvoodoo.com/2006/07/y
    outube-marketing-101.html)
  • Michelle Machphearson offers 4 YouTube marketing
    tops by way of an example(http//blog.michellemacp
    hearson.com/video-youtube-marketing-4-tips-from-a-
    stellar-example/)
  • USA Today article about why 'Marketers are into
    YouTube(http//www.usatoday.com/tech/news/2006-04-
    17-youtube-marketers_x.htm?POETECISVA)

84
Discussion
85
Blogging, RSS Podcasting for Marketers
86
Lets Start With A Definition Of Blogging That We
Can All Agree On
  • An online journal which produces fame without
    wealth for pajama-clad scribes, known as
    bloggers, who write so well they dont need
    editors and survive by eating ramen noodles and
    Tang powder from a spoon.-- From the
    Scrappleface blog

http//www.scrappleface.com/
87
How Blogs Differ From Other Forms Of Web-based
Communication
  • A website A good blog is interactive and
    frequently updated, unlike most websites
  • A chat room A good blog maintains a
    conversation history, unlike most chat rooms
  • A bulletin board A good blog is easy to read,
    unlike most bulletin boards
  • A listserv Blogs are not closed communities like
    listservs as content amasses, SE rank improves

88
Anatomy of a Blog
  • Blog Title
  • Post Title
  • Post Date (reverse chronological)
  • Blog Post Body
  • Comments
  • Permalink
  • Trackbacks
  • Categories
  • Archives/Recent Posts
  • MISSING!
  • Post Author?
  • Blogroll (links to other bloggers)
  • Blog Author Profile (about)

89
New Messaging Opportunities
Blogging has given me the opportunity to question
this conventional wisdom and to reveal facts
that would otherwise never have been exposed to a
mass audience.
90
BLOGGING CASE EXAMPLES
91
Ag Blog
92
Johnson Johnson The Red CrossCrisis /
Reputation Management
News 717 links
Blogs
Blogs 18,390 links
93
Integrated Social Media Strategy Goodwill
Repositioning
94
Stonyfield Farm
  • Blog Objectives
  • Capitalize on their "personality" in the
    world--they care about the environment
  • Maintain touch with loyal, long-standing customer
    base
  • CEO, Gary Hirshberg, wants to "be real" and saw
    the blogs as a way to do that--inspired in part
    by the success of blogs within the Howard Dean
    presidential bid of early 2004.

Company Stonyfield Farm Industry Organic
dairy Blog URL http//www.stonyfieldfarms.com/web
log/ Blogs 4
  • Recent Per Month Visits
  • Strong Women Daily News 15,603
  • The Daily Scoop 4,049
  • Creating Healthy Kids 9,659
  • The Bovine Bugle 28,237
  • Results
  • Direct comments from readers, engaging in
    conversation
  • Generate good will
  • Growth in email newsletter subscribers

Source http//www.businessblogconsulting.com/2004
/12/business_blog_c.html
95
Building the Buzz Through Bloggers
96
Blogger/Social Media Relations The Kindness of
Strangers
  • A good pitch because
  • Prior relationship
  • Personal
  • Targeted to my community
  • Reason to post
  • Value added
  • Contact information

97
The Backlash To A Blog...
  • Set off an early debate about the integrity of
    weblogs
  • No community
  • No credibility
  • No independent interest
  • Viral spiral of death

98
So, Why Are Organizations Entering The
Blogosphere?
  • Real-time input from customers and prospects
  • Create and maintain relationships
  • Have a dialogue with your audience
  • Build or enlarge authority
  • Drive traffic to websites
  • New way to reach target markets
  • Monitor discussions about their brands and
    products

99
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100
High Level Blog Implementation
Assess Your Market SpaceDetermine Goals For
BloggingMap Blogging To Marketing
StrategyConsider Inherent Challenges Develop a
Weblog Publishing Strategy
  • Investigate
  • Create
  • Activate


Develop a Weblog Publishing StrategySelect a
Weblog Publishing PlatformSet Blogging
Guidelines For Organization
Blogger RecruitmentImplement Weblog
SolutionBloggingPromote Your BlogTrack and
Measure Blogging Initiative

101
RSS
102
RSS Really Simple Syndication
  • RSS Really Simply Syndication is a family of
    web feed formats used to publish frequently
    updated digital content, such as blogs, news
    feeds or podcasts. (Wikipedia)

103
RSS - The Oprah Way
104
RSS Growth Driven By Disruptive Power Consumer
Change
  • Moving from a mass market to mass niches
  • Consumers will control how media is created and
    distributed
  • Consumers becoming their own broadcasters using
    audio, video, print
  • New broadcasting model content is downloaded,
    portable and viewed on their own time
  • Content shared with an exclusive audience
  • Trusted and Tivo resistant
  • Real-time collaboration

105
Bloglines Reader (Web-based Reader)
106
The Many Uses for RSS
  • Publish and distribute content
  • Podcasts
  • Deliver coupons
  • Distribute press releases
  • Affiliate marketing programs
  • Product and service feeds
  • Employment search for applicants, post job
    openings
  • Events updates and listings
  • Perform market research
  • Track what is written about your organization

107
RSS, Well Done
108
RSS, Well Done
109
PODCASTING
110
What is Podcasting?
  • Podcasting is audio programming distributed
    through the internet (RSS) and played on a
    computer or any portable digital player
  • Less than 3 years old
  • Asynchronous, time-shifted (not real-time
    prerecorded)
  • MP3 is the most common format
  • Can be music, spoken word, or a combination of
    both
  • Amateur Podcasts formerly thought of as audio
    blogs
  • Over 10,000 Podcasts currently in existence

1 Many Podcasting purists argue that its not a
Podcast unless the media file is delivered via an
enclosure in an RSS feed. 2 Steve Jobs, Keynote
Address, Apple Developers Conference, June 6,
2005. Note that his figure refers to Podcast
programs. A program can have many episodes.
111
Why Podcasting?
  • Ability to talk directly to a niche, disparate
    audience motivated to opt in
  • Gather an audience over time via on-demand
    content
  • No geographical boundaries
  • Time-shifted consumption capabilities
  • Alternative, supplemental means for traditional
    content
  • Sole means for original content

112
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113
Ag/Energy Podcast
114
Example NPR
115
Example HBR Idea Cast
116
Example GE On Demand
117
GET STARTED PODCASTING
118
Podcast Factory in a Box!
119
Podcasting Best Practices
  • Know your audience / target market.
  • Be organized, have an outline to keep the show on
    topic
  • Edit show for content, quality and length
  • Deliver valuable, informative, engaging and
    entertaining content to your listeners that they
    can't get from any other media.
  • Ensure good quality audio by using proper
    recording hardware and software
  • Provide show notes for listeners to review
    content of the show before and while they listen
    to the podcast

Source marketingstudies.net
120
Emerging TechnoMarketing Tools
121
Convergence of Radio, TV Video
  • The "Digital Video Barometer" survey of more than
    270 industry executives find that
  • 90 believe that Internet distribution will
    account for at least 40 of all video content by
    2012.
  • 23 believe the Internet will account for 60 of
    content while
  • 9 think that the Internet will have 80 of
    video share.
  • 66 thought TV would have at least 60 of all
    video consumption in five years.
  • "Most of the dollars are going to go into
    television even then," said Peter Winkler, chief
    marketing officer at Teletrax.

122
MICRO BLOGGING
123
Twitter Community Lends Support
Widget
.
3500 collected in the first 15-hours
124
MASHUPS
125
Housingmaps.com
126
WIDGETS
127
Remember When a Widget Had No Meaning?
128
What is a Widget?
Widget A widget is a module that connects the
user to a primary source of information. The
important properties of widgets are that they're
small and portable a user can take the widget
and plop it down on his or her own personal home
page, social networking site profile, web site,
desktop, or even mobile device.
129
What Makes a Widget a Widget?
Interactive
Dynamic Content
Viral
130
Widgets Come in all Shapes, Sizes and Functions
131
MOBILE
132
Why Is Wireless Critical for My Brand?
  • 89 of Major Brands Planning to Market via Mobile
    Phones by 2008 Mobile Marketing to Accelerate
    with More Than Half of Brands Planning to Spend
    up to 25 of Marketing Budget (Airwide Solutions)
  • There are over 202 million mobile subscribers in
    the US today
  • 68 of the US population owns at least 1 mobile
    phone
  • Nearly 75 of mobile phones are text message
    capable with over 95 million people sending text
    messages every month
  • In January 2005, mobile phone subscribers sent 1
    billion text messages
  • By December 2005, that number grew to 7.3 billion
    text messages
  • Over 115 million users own color screen,
    web-enabled phones
  • 58 of mobile subscribers rely on their phones
    for a non-voice data service
  • The number of multimedia mobile phones in the US
    doubled in 2005 as consumers are quickly adopting
    new services
  • Over 1.2 million mobile users experienced Mobile
    Video in 2005, with adoption projected to grow
    rapidly throughout 2006

via Juice Wireless
Sources 1 US Census Carrier supplied data 2
MMetrics Study 2005 3 CTIA, 2005 4
In-Stat 2006
Sources 1 US Census Carrier supplied data 2
MMetrics Study 2005 3 CTIA, 2005 4
In-Stat 2006
133
SMS The State of Mobile Marketing
  • SMS is a text-based system in which approximately
    80 to 100 character messages appear on mobile
    phones

In 2004 Worldwide there were over 1.7 billion
mobile subscribers - surpassing the total number
of landlines. In 2004 they exchanged nearly 600
billion SMS (Text) messages. -AdWeek
134
Example Food Network
135
Local SMS Success
  • Meijer Inc., gas prices, cost conscious consumers
  • Customer skepticism overcome by value
  • 2.5B cell phones, globally
  • 95 million Americans text messaging
  • Contests and sweepstakes that require consumers
    to enter via text message are among the most
    popular campaigns so far.

Source Houston Chronicle, AP
136
Experiment SMS Google
  • Grab your phone
  • Go to SMS
  • To 46645 (googl)
  • Type weather 43215
  • Wait for the Columbus weather report
  • Try movies, directions (especially cool!) and
    sports

137
Best Practices
The Mobile Marketing Association has the guide on
best practices for mobile marketing.http//www.mm
aglobal.com/bestpractices.pdf
  • NO unsolicited messages. Period.
  • Permission based, opt-in
  • Respect privacy, permission and opt-out
  • Make it easy
  • Multiple entry points (web, text)
  • Identify subscription content
  • Offer something unique, exclusive to wireless

138
SECOND LIFE
139
My Life in Second Life
140
Real Life in Second Life
141
Major Brands in SecondLife
142
TechnoMarketing StrategiesOnline Seminars
143
MarketingProfs Online B2B Seminar
144
Unisfair Virtual Seminar Vendor
145
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146
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147
Discussion
148
Social MediaBlog Implementation Plan
Social Media Marketing Planning
149
Seven Steps to Your Social Media Marketing Plan
  • Strategic education
  • Understand your customers (the conversation)
  • Corporate culture shift/shock
  • Marketing team immersion
  • Build the plan, prioritize, execute
  • Integrating the tools with legacy media
  • Report, measure, review and revise

150
Strategic Education
  • Why youre here
  • What you need to do for your team!
  • Is this even the right course for you?
  • Delta connection
  • whats the gap that youre trying to fill
    between your current marketing and the new
    marketing of social media?
  • Aligning your resources
  • Experts, websites, books, planning, brainstorming

151
How Does Social Media Work With Marketing?
Marketing Strategy Having a solid marketing
foundation (offline and on) on which your
website, internet and social media strategies are
based is paramount Web Strategy A strong website
is the resource from which consumers will learn
about your organization Online Marketing This is
how companies reach out via traditional online
means ads, PR, PPC, SEO, email, online
content Social Media Marketing Leveraging the
power of community, relationships, reviews, open
feedback, transparency, CGM, SMO, blogs
152
Ask Yourself
  • How does information flow in my industry?
  • Where do people get their information?
  • Does information flow in a centralized way?
  • How do consumers interact in my industry?
  • Do they hangout in networks?
  • How big are these networks?
  • Is my industry conservative?
  • What influences my customers?
  • Who influences my customers?
  • Is my product risky?

153
The success of your digital endeavors is a direct
result of the questions you ask.
154
Understand Your Customers
  • Tech savvy?
  • Know way more than you!
  • Engaged in conversation?
  • Play more roles than you know!
  • Waiting to hear from you?
  • Can you reach them with these tools?
  • Competitive Advantage or Competitive Necessity?

155
Stages in Internet use
Becoming a lead contributor to an online
community (e.g., regular posts, moderator)
Creating your own TV channel
Creating your own IM / chat room avatar
Making posts to an online message board
Writing your own blog/newsletter
Setting up email forwarding group for joke
emails
Posting your profile on a community site
IM
Visiting an Internet chat room
Setting up personal news views/alerts
Building your own website
Signing up for email newsletter
Browsing dating / friends sites
Email
Uploading photos to album site
Regularly reading news online
Communication / Community
Sharing iTunes playlists
Using Google to research
Selling something on Ebay
Web surfing
Listening to Internet radio
Buying something on Ebay
Entertainment / Personal Expression
Information / Research / Everyday Tasks
Playing viral games that were emailed
Buying a book/CD from Amazon
Watching streaming video
Video chat/Webcams
Booking a flight online
Regularly shopping for groceries online
Visiting websites others have recommended
Internet banking
Joining an online RPG community (e.g., SimsOnline)
Downloading music
Joining an Internet payment service (e.g., Paypal)
Bookmarking your own library of favorite sites
Downloading games
Basic
Subscribing to online movie service
Experienced
Enthusiast
Source Isobar
156
Corporate Culture-Shift
  • Corporate psychology is a very hard thing to
    change
  • Come to grips with loss of message control
  • Introduce key stakeholders to the power of social
    media
  • Use many examples! (books, resources)
  • Envision how you will embrace rather then hide
    from social media

157
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158
Marketing Team Immersion
  • Sign up, subscribe, download, install everything
    that your customers (and kids!) are talking about
  • Understand the tools, the culture and the ground
    rules of every social media avenue
  • Your customers are smarter than you (again)
  • Discern what works and what doesnt

159
Build, Prioritize, Execute
  • Make decisions on what tools work for YOU
  • Brainstorm the possibilities for each
  • Consider competitive advantage vs. necessity
  • Establish preliminary success/gate criteria
  • Assign champions to each project
  • Mandate team cross-participation

160
Prioritizing Social Media Tools
161
Integrate Social and Legacy Media
  • Social media works best in conjunction with what
    youre already doing
  • Write into your marketing plan, budget and
    tracking
  • Consider behavior change in legacy stakeholders
  • Keep a keen eye on cross promotion and media
    inclusion in each campaign

162
Measure, Review, Revise
  • Integrate new media outputs into your measurement
    regiment
  • Map numbers against social media objectives
    specifically
  • Adjust plans as needed

163
Social Media Metrics Defined
164
Conversation Index
  • Ratio between blog posts comments-plus-trackback
    s.
  • Measures whether your blog has uptake with your
    readers.
  • Subset of measuring participation and engagement.

165
Memes
  • Intensity or velocity of the spread of your
    message over time.
  • How long does your marketing campaign remain in
    the public arena.
  • Need to look for igniters, those that can
    ignite a long chain of dialogue across multiple
    blogs.

166
Participation and Engagement
  • Relates to stimulation of discussion by a user
    and they react to it.
  • Depth of users commitment to your brand.
  • Create deep impact. The more original content,
    the audience is deeper, more loyal, more
    interested.
  • How do users interact with the content, how long
    did they linger, what did they read, what was
    their clickstream?

167
Reach
  • Less to do with sheer numbers but influence of
    people reached.
  • Long-tail theory.
  • Crucial in Social Media Marketing success.

168
Relationships and Connections
  • Influence within a specific community.
  • Follow the influencers within your niche.
  • How are you impacting the community?

169
TechnoMarketing Planning Exercise
  • The objective of this part of the seminar is to
    match your marketing objectives with the tools
    and techniques available to come up with a
    preliminary set of ideas and priorities to take
    back to your company
  • Review the sample marketing objectives add your
    own
  • Review the list of tools techniques discussed
  • Choose the top 2 objectives and top 3 tools
  • Commence planning prioritizing

170
Prioritize based on
  • Do we have enough good ideas to execute here?
  • Do we have the resources needed, or can we easily
    acquire them?
  • Can we sell it to management?
  • Budget
  • Can we get the technology or get it
    through/around our IT dept?
  • Does our risk profile allow us to pursue this?

171
Tools Objectives
  • Sample Social Media Tools
  • Corporate and Social networks
  • Customer community
  • Blogs, Blogging Twitter
  • Podcasting
  • Video (web based)
  • RSS
  • Widgets
  • Conversation research
  • Online WOM
  • Sample Marketing Objectives
  • Sales
  • Brand awareness
  • Promote WOM
  • Product feedback dev
  • Launch products
  • Increase loyalty/retention
  • Share information
  • Product/usage training
  • Promote usage
  • Lower support costs
  • Emotional connection

172
Prioritizing TechnoMarketing Tools
173
Prioritizing TechnoMarketing Tools
174
Discussion!?
175
Lincoln ama - 2008
SLIDES AVAILABLE WWW.DANAVAN.NET/lincolnama
  • Dana VanDen Heuvel The MarketingSavant Group
  • dana_at_danavan.net www.marketingsavant.com
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