1. Social Networking
Web 2.0 Strategies in Marketing
Joel Warady
Principal
Joel Warady Group
September 23, 2008

2. 2

3. It’s Tough Out There!
New Marketing
Demands
More Than New Ideas
It Demands a Reinvention of
the Entire Organization

4. “Human Beings are
Powered by Emotion, Not
by Reason” ♥
How does this change
the way you market
your corporate brand?

5. “Trademarks are
owned by companies
who create them.”
“Lovemarks are owned by
the people who love
them.”
—Lovemarks: The Future Beyond Brands, Kevin Roberts

6. “The essential difference between
emotion and reason is that
emotion leads to action, while
reason leads to conclusions.”—
Donald Calne, neurologist

7. What’s Happening Online???
• 1.4 Billion People Online
• 55 trillion links between all of the pages in
the Internet world
• 2 million emails sent every second
• 1 million instant messages sent every
second
• 700 billion searches via the internet in 2008
– Just for Google!

8. The Internet
is only 5000
days old
8

9. Imagine what
the next 5000
days will look
like
9

10. Social Networking is…
• What is it?
– It is a social structure made of nodes (individuals or
organizations) that are tied by one or more specific
types of relations (values, visions, ideas, financial
exchange, friends, kinship, dislike, trade, web links,
sexual relations, or airline routes.)

11. What Does That Mean?
People Talking to People...
Who Talk to More People....
Who Talk to Other People...
Who Meet People through the other People with whom They Talk
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12. What Social Networks are out there?
12

13. • #1 social networking site on the web
• More than 124 million active users Age % of
worldwide Users
3-11 1%
• Over 37 million users in U.S. alone 12-17 34%
18-34 46%
• Companies can create pages in which
35-49 10%
customers or future customers can
50+ 8%
become fans and interact with your
page by leaving comments and posting
Gender % of Users
pictures
Male 45%
• Generates more than 40 billion page Female 55%
views per month (50 pages per user
everyday)
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Courtesy of Quantcast.com
http://business.rapleaf.com/company_press_2008_06_18.html

14. Facebook
• Target Audience:
– Age 15-35 for Both Males and Females
• History
– Launched February 4, 2004
– Began restricted to students of Harvard, then to all Ivy League
students, then other university students followed
• Today
– Now available to anyone with an email address
– Networks can be joined (ex. High school, place of employment, or
geographic region

16. 16

17. 17

18. 18

19. What’s Changed???
• “The world
!!!
en
has shifted
yg
Ox
from e-
ine
nl
dO
business to me
ee
eN
business”
W

20. Social Networking Ad Spending
• $2.15 billion by 2010
– Facebook will start to dominate in 2009
• $525 million in 2007
• $180 million in 2006
– Jeep launches MySpace Jeep page
• “Fish where the fish are”

21. 21

22. 22

23. Let’s take a look
at a live
FACEBOOK
Business Page
23

24. Why do People Join
Networking Sites?
• 78% to meet people
• 47% to be entertained
• 38% to learn something
• 23% to influence others
• Consumer brand owners use the following:
– Branded microsites
– Customer reviews
– Peer to Peer trading
– Community created products

25. • # 2 social networking site on the
internet
Age % of
• Has over 114 million users Users
3-11 3%
worldwide 12-17 29%
• U.S. audience of over 73 million 18-34 44%
users 35-49 15%
50+ 8%
• 230,000 new registrations per day
• 2.5 times the traffic of Google Gender % of Users
Male 42%
• Reaches more men than ESPN.com
Female 58%
and more women than iVillage.com
25
Courtesy of Quantcast.com
http://business.rapleaf.com/company_press_2008_06_18.html

26. Videos about services or
products can be placed
directly on myspace
Ads can be placed in the
margins of pages
Blogs can be created then
linked to other social
networks
A company can easily link to targeted groups
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27. • #7 most popular site on the internet
• 68 million users a month
• 75% of Americans watched an online
Age % of Users
video last month
3-11 3%
• Companies can link to their consumers 12-17 19%
very personally and provide short, 18-34 35%
compelling videos, introducing 35-49 23%
themselves, products, events, etc. 50+ 19%
• The reach is considerable when videos
Gender % of
spread virally through email, websites,
Users
Male 49%
other media platforms
Female 51%
27
Courtesy of Quantcast.com
Nielson/NetRatings, US only, March 2008 and YouTube.com

30. ad
re
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id ld
s V or
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s T the
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ou
Ar
30

31. • #35 most popular site on the web
• Over 19 million people visit the site
per month
Age % of
• Host more than 2 billion images Users
3-11 3%
• The top site that exclusively provides 12-17 5%
the service of online storage and
18-34 41%
management of photos
35-49 34%
• Flickr is a database that companies
50+ 17%
can utilize to upload their photos (of
any type)
Gender % of
• Also, other social networking sites can
Users
Male 58%
link to Flickr, allowing only one
Female 42%
update to affect all platforms
31
Courtesy of Quantcast.com
http://business.rapleaf.com/company_press_2008_06_18.html

32. Photos can be tagged with
keywords, which will appear on
Google Image Search
Photos can be divided into sets
32
to create different shows

33. Age % of
• #11 most visited site on the internet Users
3-11 9%
• Has over 40 million users worldwide 12-17 45%
• The most visited social networking 18-34 31%
site in the UK 35-49 10%
• Averages 23 pages views per user 50+ 5%
daily
Gender % of
• If a company currently does not offer
Users
Male 36%
products in the UK, this is a good way
to gauge enthusiasm or create a Female 64%
teaser campaign
33
Courtesy of Quantcast.com
http://business.rapleaf.com/company_press_2008_06_18.html

34. This is another platform to allow a company to be available
to their consumers (potential consumers) and link to groups.
34
Can upload photos and video

35. • Over 25 million registered users and
almost 4 million visits to the site per
month
Age % of User
• A virtual business card rolodex. With all
of your contacts on one page you can 3-11 0%
connect with past, present, and future 12-17 0%
clients and suppliers very easily
18-34 37%
• Is unmatched with any other social
35-49 43%
networking site in connecting businesses
50+ 20%
or professionals to one another
• More than 75% of users are college Gender % of Users
educated
Male 48%
• LinkedIn can be utilized for referrals or
Female 52%
to build creditability
35
Courtesy of Quantcast.com
http://business.rapleaf.com/company_press_2008_06_18.html

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o
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36

37. • Friendster has over 70 million
members worldwide and is
Age % of
primarily used in Asia
Users
3-11 0%
• 39% of Friendster’s traffic is
12-17 3%
located in the Philippines
18-34 62%
• The first online social networking
35-49 27%
site
50+ 8%
Gender % of Users
Male 51%
Female 49%
37
Courtesy of Quantcast.com

38. This is another platform to allow a company to be available
to their consumers (potential consumers) and link to groups,
show photos, and video.
38

39. Age % of
Users
3-11 0%
• Social networking site that combines texting and
12-17 2%
blogging called microblogging
18-34 43%
• 340,000 Twitter members with 2,000 new accounts
created everyday 35-49 36%
50+ 19%
• Attracting 1.2 million visitors per month
• Twitter can be used to provide short messages
Gender % of
about trends from trade shows being attended,
Users
Male 48%
announcing new availability, announcing events,
Female 52%
or involving consumers in NPD
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Courtesy of Quantcast.com
http://blog.compete.com/2008/05/15/twitter-traffic-growth-usage-demographics/

40. • Friendfeed reaches 29,000 people a month
• Friendfeed aggregates information from Age % of
many other sites that a user can build to Users
3-11 4%
customized a feed made up of content
12-17 14%
your friends or other collaborative sites
18-34 16%
have shared
35-49 47%
• The “Rooms Section” is a mini feed where
topics ranging from sports teams to 50+ 18%
gardening tips are discussed
Gender % of Users
Male 47%
Female 53%
40
Courtesy of Quantcast.com

41. 41

42. • Yelp is a online database with user-
generated reviews.
• 2.7 million unique users each month
Age % of Users
• Restaurants, nightclubs, and other
3-11 0%
areas of interest in a particular
12-17 1%
geological location are given 1-5 star
18-34 46%
ratings
35-49 35%
• Some members are classified “Yelp
50+ 18%
Elite Squad” which are the most active
and influential members on the site and
whose reviews are most trusted Gender % of
Users
Male 43%
Female 57%
42
Courtesy of Quantcast.com

43. 43

44. Do You Squidoo?
44

45. More Social Networks of Note
• Reaches 4,500 people per month • Over 500,000 monthly U.S. users
• Almost 75% of users are female • Social networking site that is run by
• Social journal that allows the user to Google
• Although originally intended for the U.S.
share their views, thoughts, and feelings
about anything over 50% of Orkut’s users are from Brazil
•Upcoming competitor to Twitter and India 45

46. The Next Big Thing?
• Social Networks on a Smaller Scale
(Built around a common interest)
– Yelp (Real Reviews, Real People)

48. The Next Big Thing?
• Social Networks on a Smaller Scale
(Built around a common interest)
– Yelp (Real Reviews, Real People)
– Dogster (Dog Lovers)
• 900,000 registered users
– 80% female
– Well-educated
– $70,000+ income
“Marketing Amplified by Passion”

50. Social Networking Targets Boomers
• Eons.com
– 50 years old +
• Are “older” people online?
– 50% of Americans +60 are online
– 25% of Americans +70 are online
• 20% of people over 55 expressed interest in a
social networking site
– Compared to 75% of 18 - 27 year old
(Jupiter Research)

51. Eons
• Target Audience:
– Age 50+ for both males and females
• History
– Launched in July, 2006.
– Founded by Jeff Taylor, founder of Monster.com
• What is it?
– 50+ media company inspiring a generation of boomers
and seniors to live the biggest life possible.
• Feedback
– It’s been said that Eons felt more like a website for
retirees rather than the baby boomer generation.

53. 53

54. Ning
• Target Audience:
– Age 15-45 for both males and females
• History
– Launched in October 2005
– Offered several simple based websites
• It’s unique feature
– Anyone can make a full copy of the types of social networks that are
popular today and customize them for a particular topic or need, catering
to specific audiences.
• What is it?
– Tool to create a fully functional and customized social network in minutes
without being a developer.
– Themes and templates can be changed without using any kind of coding,
only clicking and dragging.

55. Viral Brand Awareness
• You Don’t Own Your Brand
– They own your brand
• Who are they???
– Customers
– Users
– Lovers
– Haters
– Competitors
– The People of Earth

59. Viral Brand Awareness
• Word of Mouth Agents
– Email
– Instant Messaging
– Blogging
– Phone
– Phone Cameras
• BzzzAgent
– 220,000 agents

60. Viral Brand Awareness
• WOM Agents have their most successful
interaction when in store or in meetings
– In Store
– Work
– Social Gatherings
– Restaurants / Bars
– School
– Travel
(Keller Fay Group - Boston Sept. 2006)

61. The Year(s) of Me-Media
• You-Tube
– 125 million daily downloads….DAILY!!!
– Launched January 2005
– Video of Choice for My-Spacers
• Nike Video
– 2 1/2 minute video of Brazilian soccer star Ronaldinho
• Viewed 20 million times on You-tube
• Placement Cost - $0

62. Consumer Generated Media
• CGM
– Diet Coke / Mentos
– 7.4 million views on
You-Tube
– Sales of Mentos up
14.5% in 2006
• Coke’s reaction
– Cease & Desist

63. Consumer Generated Media
• Who’s Involved?
– Frito-Lay
– MasterCard
– Nissan
– American Express
• Get People Engaged
– Create videos
– Upload for approval

64. Blogs and Your Brand
• 81% of online searchers read blogs
– 53% read them weekly
– 70% of the 53% pass the information on to others
• Should you write your own Blog
– Okay if you are transparent
– Absolutely not acceptable if through subterfuge
– Wal-Marting Across America

67. Mobile Marketing
• US lags the rest of the world
– US response to text ads - 7%
– Europe response to text ads - 29%
• Targeted mobile ads
– 50% higher response rate
– 78% of those polled said they would be willing
to receive a targeted mobile ad

68. The Way We Connect is Changing
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69. In-Game Advertising
• Create ads that are dynamically added to Web 2.0
games
– Ads are added dynamically via the web
– Ad spend of $560 million by 2009
• Second Life (Linden Labs)
– Created an online society
– 1,300,000 people participating
– Avatars
– Stores in virtual world
– Ad agencies in virtual world

71. Brand Journalism
• Create a transparent company
– Your customers and your critics are going to talk about
you whether you want them to or not.
– You can’t control the message!
• But you can enable the dialogue…
• IBM has over 125 Blogs
• Ford Motor Company
– www.fordboldmoves.com
– 856,000 unique visitors in 1 month

73. Corporate Blog
• Provides new content weekly to your consumers
• Creates an interactive, live personality to the company,
not just a static corporate feel
• Enables the content to be picked up by blog feeds and
consumers, it heightens awareness of the company
• Easily incorporated into other platforms
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74. Examples of how Your Company
can use Social Networking?
• Facebook Business Page focused on brand building, introducing
new techniques and processes, and feeding new content. Also,
connecting to targeted groups
• MySpace Page focused on brand building, feeding new content,
and connecting to groups
• YouTube - Monthly videos of Management team, tour of facility,
etc. Feature on all platforms
• Flickr - Upload all new event photos, photos of the facility, etc and
incorporate into other platforms
• Twitter - Connect to your customers
• Blog - Update 1-3 times a week. Incorporate into website
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75. How will this Benefit Your
Company?
• You can appear to be transparent to your customers:
– Allowing your customer to be involved with your
company (e.g. immediate customer input) will build
brand loyalty and a sense of “they are listening to
me”
– Interactivity and constant updating will keep
customers coming back to find out what’s new and
what the company is offering
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76. Why Use Social Networking?
• It is ALREADY happening
• Many companies are currently benefitting and profiting from
utilizing some or all of the social networking resources
available
• Social networking sites gets you directly involved with the
customer’s life and lifestyle
• By using social networking sites people who have never heard
about your company are getting an inside look about what
your company has to offer and what other people think about it
too
• Connect with your customers where they live....
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77. Marketing Without Marketing:
A Brand Hijack Manifesto
Let go of the fallacy that your brand belongs to you. It belongs to the

market.
Co-create your brand by collaborating with your customers.
Scrap the focus groups, fire the cool chasers, and hire your audience.
Facilitate your most influential and passionate customers in translating your
brand’s message to a broader audience.
Be patient. Your brand initiative could take years – or weeks – to take off.
Be flexible. Carefully plan every step, but be totally open to having the story
rewritten along the way.
Lose control. Free yourself to seize sudden opportunities that only last for
moments.
Resist the paranoid urge for consistency. Embrace the value of being
surprising and imperfect.
Respect your community. Draw the line between promotion and the
adbusting trinity of manipulation, intrusion, and co-option.
Let the market hijack your brand.

78. Thank you!
Questions:
joel@joelwardy.com
You can also find me also on Facebook,
LinkedIn, Twitter and Flickr
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