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Social Graces (January 2009)

An updated version of my "Social Graces" social media marketing presentation created for a January 22, 2009 MarketingProfs.com webinar.

gregverdino
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Social Graces (January 2009)

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  1. Social Graces making the right impression in social spaces

  2. hi, my name is greg

  3. i work for crayon a strategic consultancy that helps its clients achieve positive change and impact by joining the conversation.

  4. things you probably already know

  5. “social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs.” {wikipedia.org}

  6. social media to weather recession “Conventional wisdom says that experimental media get cut in tough economic times. But social applications like communities, social networking sites, and word-of-mouth marketing are proving themselves, and they depend on an abundant resource — your customers — rather than a scarce one — advertising dollars. In a recession, social applications with measurable results will pay off.” - Josh Bernoff, Forrester Research – February 6, 2008

  7. shift happens Social Media Marketing Spend (budget) in 5 years' time (2012) Over 25% 16% 10-25% 25% Zero 3% 10%+ 41% 0-5% 24% 5-10% 32% Source: SNCR, Jaffe Conversational Marketing Survey, 2007

  8. we’re not really talking about “social media”

  9. conversation communication

  10. the sad truth about communication communication

  11. 2007: 77% of u.s. consumers can’t recall the name of a single new product what’s a marketer to do? source: comscore/schneider/stagnito communications / iri most memorable new product launch survey

  12. shout louder?

  13. fight clutter with clutter?

  14. photo:Steve Coulson (www.stevecoulson.com)

  15. the web is the least effective medium ever for traditional marketing

  16. “conversational marketing engages marketing weary consumers through the power of community, dialogue and partnership .” {joseph jaffe, join the conversation}

  17. brands are built by conversation Source: BrandChannel Top Brands 2006

  18. the new rules for conversation

  19. five new ways of thinking

  20. harness the power of small ideas planting seeds for your brand’s future

  21. there are no magic beans

  22. 2008: A Year of Experimentation little things go a long way

  23. connect the dots

  24. Case Study starting a conversation with an integrated social media strategy

  25. challenges: • How do you introduce “yet another new piece of software” into an already crowded market of incumbents? • How do you seed a new idea to a skeptical and marketing- weary universe of “influencers”? the crayon solution: • Directly engage early adopters with a combination of incentives for immediate trial and active social media engagement to stimulate interest, usage and conversation • Instead of “telling” people about ooVoo (“end”), let them use it to create an experience (“means to an end”) • “Demonstrate”, “empower” and “involve” audience with ooVoo as a conversation catalyst or conduit

  26. measuring the impact

  27. every touch is a conversation starter try not to screw it up

  28. square peg meet round hole

  29. square peg meet round hole 0.2 marketing for a 2.0 world

  30. a billboard can start a conversation {even when you don’t want it to}

  31. sex marks the spot

  32. Good Morning Amy, Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest. Once again thank you for your interest, and have a nice day.

  33. this story has a happy ending {well,i guess you could say it does}

  34. a tv spot can start a conversation {unless you let it kill conversation instead}

  35. have you met dan@sprint.com?

  36. missed opportunity calling on line 1 Dear Valued Customer, Thank you for contacting Sprint. Thank you for sharing your feedback on the new commercial featuring Dan Hesse. We will pass your feedback on to the appropriate group. We really do appreciate you taking the time to voice your opinion. Thank you again for contacting Sprint. We appreciate your business. Sincerely, Teri W. Sprint

  37. amplify, extend & & enhance

  38. Case Study into a conversation turning a traditional marketing program

  39. “traditional digital” as a starting point • Panasonic created a promotional program where they invited 30 families to “live in high definition” through (un)wiring them with a bundle of premium, high definition products (tv, blu-ray, still camera, digital camcorder, etc.) • Panasonic engaged crayon to help evolve this program from a campaign to a commitment and in doing so, create a fully-functioning and self- sustaining community of like-minded consumers.

  40. conversation as a pathway to community 1.0 Website 2.0 Conversation Hub 3.0 Community

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