6. "Social media in 2010 will cease being the shiny new object and instead become part of the everyday lexicon of business.”…Charlene Li Social Business Is The New Reality
7. Or Did We All Just Jump the Shark? HEY .. I JUST GOT A HOLD OF SUM GOOD OL' BRONX GRASs!! AND MAN ... I FEEL GOOD
8. Why Does All This Matter To B2B Marketing What Is Social Media Why Social Media Matters to Marketers The Fallacies of Social Media Lumemension’s Experience Key Learning's
10. What Is Social Media? “ Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is a surprise that it’s not better.” AvonashKaushik – Analytics Evangelist, Google
11. Social Media Is As Old As The Hills Bill The Blacksmith is Awesome. Think I’ll send a courier with this information to my knight friends
13. Today The Knight Just Said He liked Bill the Blacksmith. I trust the Knight. FRICTIONLESS What will my customers find of value on my fan page? Internet
14. Social Media is Frictionless Conversation In A Connected Environment
16. Here The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.McKinsey Quarterly
17. Future of Media: Digital & Universally Accessible Global Mobile TV / Offline The Cloud Anytime - Any Place - Any Way- Millions of Channels
18. The workers have appropriated the means of production 90M Americans Generated content last year 88% in social communities 15% in virtual worlds 25% on blogs You Tube is the #2 search engine globally 25% of search results for the top 20 brands linked directly to user generated content “The workers should appropriate the means of production”
25. RADIO, TV, PRINT, EVENTS, … ARE NICE, But In The New REALITY MY ECOSYSTEM IS THE BRAND The words they write, they speak, they film The Stories You Tell «Consumers are beginning in a very real sense to ownour brands and participate in theircreation … Weneed to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G We No Longer Control Our Brand
26. Tell us what you think of what we tell you Lets tell each other We Tell You Leadsloth, MIO 2009, CMO 2009 80% of Your Customers Now Find You
27. 'Businesses that won't implement Web 2.0 tools will stay behind' Darko Herlick, Gartner VP and CIO
54. Awareness Engagement Listening Innovation Brand SEO Community Thought Leadership Advocacy Influence Evangelism Feedback Sentiment Service Insight Ideation Collaboration We will not understand the value of Social Media until we understand what is being said, who is saying it, what influence they have, the effect of what they are saying and the effect of what we are saying. Ed’s Social Media Strategic Framework
75. Impact of Social Media Cut Marketing Spend in 2009 Attained organic rankings for keywords in FDCC, SCAP and IAVA Traffic from referring sites has increased 19.5% over last half of 2008 Top 30 Diamond Keywords have had overall month to month organic ranking gains for first half of 2009
79. Understand Your Personas LISA AUDIT MANAGER BIG REGULATED, INC. CHUCK CISO/VP INFO SEC BIG REGULATED, INC. JACK Dir./Mgr. InfoSec Mid REGULATED, INC. Reads Industry Blogs Member of Online Professional Community Socially Facebooks Active Blogger Member of Online Professional Community Engaged in online forums Socially Facebooks Reads industry publications & business press Attends industry events Facebooks to keep in touch with Grandchildren
When we start looking at value creation versus just hard ROI we can beging to see a different context and in my view relationship start to emerge
ContentMarketing has been distermediated from the brand experienceSales has been distermediated from the buying processMarketing's role is how to build a content model that delivers value to customers across the buying process, yet also optimizes sales and enables them to add value. Marketing also has support a content a model that supports, enables and extends the conversation.Context
Do you measure ROI today? If yes, how? What have been the early results?ROI is tricky, and I’d be hard pressed to say anyone has it completely figured out. “Going Social” has required relatively little capital investment, and intuitively, we feel it’s an important place for us to be moving forward. But, we haven’t come across a tool that measures exactly what we want to look at across all the places we have a social presence, so we’re very busy building out our own metrics using a variety of proprietary measurement tools, as well as publically available tools. reached out to John Bernier, who is the marketing manager at Best Buy who is leading the Twelpforce efforts,
When we start looking at value creation versus just hard ROI we can begin to see a different context and in my view relationship start to emergeCapcity of a 1000 people to innovate is far greater than a few executives
compeitors
83% increase in features in 2009131% increase in commentaries in 200994% increase in mentions in 20092009Total: 192Features 18 Commentaries 118 Mentions 35 Standalone Articles 18 Bylinded Articles 32008Total: 124Features 3 Commentaries 51 Mentions 18Standalone Articles 6 Bylinded Articles 1