2. MARKETING LANDSCAPE – IT HAS CHANGED
Audiences are fragmented & hyper-connected.
YESTERDAY TODAY
PLUS
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3. SOCIAL MEDIA
The Definition:
Online applications,
What is platforms and media
all this?! which aim to facilitate
interaction,
collaboration and the
sharing of content.
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4. WHY SOCIAL MEDIA IS IMPORTANT
> 90% of consumers regularly or
occasionally give or seek advice from
others about products or services
BIGresearch, 2006
34% of internet users post opinions
about products and b d on th i
b t d t d brands their
blog and 36% think more positively
about companies that have blogs
p g
Universal McCann, 2008
80% of bloggers write about their
experiences with a company – good or
bad.
b d
Technorati, 2008
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5. WHY SOCIAL MEDIA IS IMPORTANT
Today’s consumer is connected, and social influence shapes their purchase
decisions. Nearly 50% have made a purchase based on a social recommendation.
LEADING RESOURCES FOR ONLINE CUSTOMER INFORMATION (1-5)
SEARCH ENGINES 3.79
ONLINE RATING SYSTEMS 3.69
3 69
DISCUSSION FORUMS 3.52
BLOGS 3.24
GOV./ADVOCACY SITES
COMPANY WEBSITES
SOCIAL NETWORK SITES 2.50
MICROBLOGGING SITES 2.09
Society f New C
S i t for N Communications R
i ti Research, A il 2008
h April
FEED: The Razorfish Consumer Experience Report 2008
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6. CASE STUDY: The Power of “Mommy Bloggers”
Inaugural celebration of International Baby Weaning Week
was platform for Motrin to launch “We Feel Your Pain”
campaign.
campaign
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7. CASE STUDY: The Power of “Mommy Bloggers”
• An avid Twitter user, and mom, started the conversation,
and the ads quickly became the number one discussion on
T itt over th weekend.
Twitter the k d
• Comments grew exponentially – almost all negative.
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8. CASE STUDY: The Power of “Mommy Bloggers”
Backlash video was posted on YouTube:
• Nearly 7 000 views
7,000
• 3rd result for Motrin on
YouTube is to the
mother video
th id
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9. CASE STUDY: The Power of “Mommy Bloggers”
The story reaches millions via blogs
and traditional media
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10. CASE STUDY: The Power of “Mommy Bloggers”
Motrin site goes down for a period of time, and reappears
with an apology note.
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11. THE LESSON
DISCOVER: Social media tools provide brands with a variety of
effective tools for identifying important conversations and online
influencers – M t i could h
i fl Motrin ld have id tifi d thi active group ahead of
identified this ti h d f
time and tested the ads accordingly.
LISTEN: Social media monitoring provides companies 24/7, all
24/7 all-
access to listen to what customers are saying. Note: this is not a 9-5
job.
ENGAGE: Look for creative opportunities to share information and
connect with your customers where they are online. More importantly
– react quickly and appropriately.
q y pp p y
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