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MarketingintheDigitalAge

SocialMedia&NewMarketingStrategies
Alon Rozen Professor and Consultant American University - Paris Nov 5, 2012

Beinggoodonsocialmedia (oratleasttheappearance ofbeinggood)isan importantfirststeptobeing goodatsocialmedia.


RyanSkinnerADVelocitySept2012

Being good on social media (Skinner)


So digital marketers today post selfless blog posts,

tweet positivity 24/7, connect like-minded people and regularly make pithy comments on other peoples blogs all day long to be successful. Problem? The work does not scale! Reaction: cant I just buy success (likes, clicks)? Of course you can! Finding a vendor who will sell you followers or likes is easier than googling buy Facebook likes (Correction: its exactly that easy).
Prof. Alon Rozen 2012

Quick survey

What social media sites do you

use?
What social media sites have

you been tempted to try?


Prof. Alon Rozen 2012

Old Spice Social Strategist Job Offer (Nov.2012)


1. Create the best original Pinterest board dedicated to inline speed skating. 2. Post an original content to Reddit that then receives the most upvotes 3. Upload to SlideShare a competitive analysis of the Ed Hardy SocMed ecosystem.

4. Get the most people to friend your mother or father on Facebook in a single week.
5. Create a new Twitter account and get the most followers in a week using any verbs you like, but only the nouns BLUEFUDGE, HAMMERPANTS, GREEK YOGURT. 6. Create an original YouTube video that then receives the most plays in a single

week using this script verbatim: #1: Wait. What are you doing? #2: Trust me. This will be fine. #1: Ok. Go ahead.
7. Get recommendations on LinkedIn from 3 other people trying to get this job. 8. Create the most reviewed recipe on allrecipes.com in a single week using cottage cheese as an ingredient. The reviews dont have to be good.

9. Upload the most pictures of your armpit(s) to Instagram during the course of this challenge. The pictures must have your face in them to verify your identity and include the hashtag #mypits.
10. Using Quora, give thought-out, meaningful answers to as many dream catcherrelated questions as possible in a single week.
Prof. Alon Rozen 2012

Digital age definition


marketing/mrkitiNG/ (noun)

A conversation between a brand and its market(s)

(hat tip to the Clue Train Manifesto)


Prof. Alon Rozen 2012

Then something happened


Brandswerenotpartof theconversation Sotheyhadtojointhe conversation!

Prof. Alon Rozen 2012

Social Media and Marketing


Social media is also a conversation but much different!!!
Marketing has had to adapt because of social media:

FROM

LISTENING OBSERVING TO INTERACTING FACILITATING

Asconsumerswentfrompassivetoactive, brandshavegonefrommonologtodialog
Prof. Alon Rozen 2012

Socialization of the enterprise


e-Consultancy 21/9/2012: Mark Benioff, Salesforce CEO, quoting an IBM Global CEO study, the most effective ways to reach customers is through the following channels:
1. Sales force
2. Social networking 3. Websites

4. Partners
5. Call centers 6. Traditional approaches.
Prof. Alon Rozen 2012

What is Social Media?


Peter Drucker: the purpose of a

business is to create a customer.


Shiv Singh (Razorfish): the

purpose of social media is to create a customer who creates a customer!


Prof. Alon Rozen 2012

Friends Photos Games Shopping Music News Travel Payment Lending Software

Is anything not social?


Prof. Alon Rozen 2012

First Moment of Truth


A key element in purchase psychology = F-MOT

Lafley, CEO, P&G (2005): Top brands consistently win

two moments of truth: the 1st occurs at the store shelf, when a consumer decides whether to buy a brand. The 2nd occurs at home, when she uses the brand and is delighted, or isnt.
Prof. Alon Rozen 2012

Zero Moment of Truth (Google)


Lisicki,Google:ZMOT=whenyougrabadevicetolearnabout aproductorserviceyourethinkingabouttryingorbuying.

Socialmedia:amajorshiftinhowpeopleshareanddiscover informationandnews,interactwithfriends/colleagues/brands, createcontent,researchpurchaseintentionsandmakedecisions.


Prof. Alon Rozen 2012

Social Media is ZMOT media


Content created by users: reviews, comments, opinions of

your friends, blogs you read, twitter feeds you follow will help you decide what to even consider for purchase. Competition around ZMOT is increasing. Each purchase you make will be a ZMOT for others!

Prof. Alon Rozen 2012

Converged media = EPO

Source:Altimeter2012
Prof. Alon Rozen 2012

Owned, Paid and Earned Media

Prof. Alon Rozen 2012

Brandsphere: EPO, Shared, Promoted


Paid: Digital ads, banners, adwords, overlays Owned: Created assets, custom content Earned: Brand-related conversations and user-generated content Promoted: in-stream or social paid promotions vehicles (e.g. Twitter promoted products, Facebook sponsored stories) Shared: Open platforms where customers co-create and collaborate with brands (e.g. Dells IdeaStorm and Starbucks MyStarbucksIdea.)
Prof. Alon Rozen 2012

Source:BrianSolis

Social media landscape (Cavazza)

Prof. Alon Rozen 2012

Types of Social Media


Blogging Blogger, WordPress, NRJ (a blog for every subject) Twitter, Tumblr (micro-blogging) Social Networking Facebook, MySpace, Classmates, Friendster, Bebo, Orkut, Hi5, Pinterest LinkedIn, Plaxo, Xing, naymes, Viadeo, Small World, Branch Out Bookmarking sites Del.icio.us, blogmarks, dogear Photo / Video sites Instagram, Flickr, Photobucket, YouTube, Vimeo, Daily Motion Virtual Reality Second Life, World Of Warcraft (WOW) Groups Google+, Yahoo!, Skype
Prof. Alon Rozen 2012

Social media in perspective


Blogs 12 billion posts on Tumblr (79M blogs) alone Facebook 1 Bn users, valuation = $100Bn (now $46Bn) Twitter 500M users, 750M tweets per day YouTube 25% global bandwidth, Gangnam 532M views! LinkedIn 187M active users, 200 countries, 1M groups Google+ 170 million users, 5Bn +1 per day! Pinterest 25M+ users, fastest site to 10M! 22M visits in Jan 2012, more referrals than G+, LI, YT combined! Instagram 1M users Jan 11, 15M Dec 11, 30M Apr 12. Bought by FB for $1B in Apr 12. Now, 5M images/day!

Sources: Wasserman, Mashable (Jan and Apr 2012), Brandon Butler, Network World (Feb 2012), Business Insider (Apr 2012), mediabistro.com (Nov 2012), The #RLTM Scoreboard: Social Networking Stats for the Week (2 Nov. 2012)

Prof. Alon Rozen 2012

The Conversation- Solis & Thomas

Prof. Alon Rozen 2012

e-marketing and Social media

MarketingSherpa2012
Prof. Alon Rozen 2012

FaceBook brand pages: permaflux

Prof. Alon Rozen 2012

Social Media content strategy: 3 Rs


Postavideoto YouTube

Onbloginvite commentson YouTube

Reduce Reuse Recycle

PosttoBlog withvideo embedded

Postvideo+1 ofstoryto Facebookwith linktoblog


Prof. Alon Rozen 2012

Tweetabout newpostwith linkto Facebook

Social Media Strategies (HBR)


Predictive Practitioner using social media in one area,

selectively. Ex. User-generated innovation at Clorox

Prof. Alon Rozen 2012

Social Media Strategies (HBR)


Creative Experimenter small-scale tests across areas or

social media. Ex. : Customer support at Dell

DellsuseofTwitterisresponsiblefor$6.5Minsalesworldwide.
Prof. Alon Rozen 2012

Social Media Strategies (HBR)


Social Media Champion large initiatives often requiring

collaboration across functions, levels and partners.


Ex. Fords Fiesta Movement give 100 people a car for 6

months and ask them to share their experiences through YouTube, Flickr, Facebook and Twitter accounts. Results: 6.5M YouTube views, 50K requests for information and 10,000 Fiestas sold in the first 6 days of sales.

Prof. Alon Rozen 2012

Social Media Strategies (HBR)


Social media transformer large-scale interactions

which extend to various external stakeholders, using social media to improve the way they do business.
Ex. Cisco created the Integrated Workforce Experience for IT.

Prof. Alon Rozen 2012

Social media tools Topsy.com

Prof. Alon Rozen 2012

Social media tools Topsy.com

Prof. Alon Rozen 2012

Social media beyond marketing


A marketing and finance strategy. Ex.: Glif

Prof. Alon Rozen 2012

Social media - beyond IPO?


A financial and marketing strategy. Ex. Pebble

Prof. Alon Rozen 2012

Some SocMed trends for 2012


TV goes social. Internet and TV will become far more

interlinked integrating social activities into TV.


Essential social. SocMedia strategy is no longer optional,

will extend beyond marketing to HR, finance, sales, NPD...


Social commerce. S-commerce fires up, with user reviews

and +1s/Likes increasing influence on consumer behavior.


Branded content for social. Brands will go beyond

coupons and discounts to engage consumers.


Social search. Increased competition among Facebook,

Twitter and Google on the search function


More of the same. Facebook will hit 1billion users in 2012.
Source: http://socialmediatoday.com/gloople/411976/2012-7-new-trends-social-media Prof. Alon Rozen 2012

Social, yes! Everywhere, no.


Brands must choose which platforms to use(remember MySpace?!) New platforms emerge all the time.
To be part of the conversation,

brands have to go where(ever) their customers go! This is the long tail of social media
Prof. Alon Rozen 2012

Oh yeah, the new MySpace

Prof. Alon Rozen 2012

The case of the cheap(er) candy bar


Feb 2012 an Israeli in NJ notices that Pesek Zman, a popular candy

bar is selling for half price in the US. Publishes photos on Facebook. A call to boycott Strauss/Elite, maker of the candy bar, ensues. Popular movement demands price reduction of 50% on all products! What would you do? Company reaction:
Strauss President meets the movement to explain. 5 minutes after

meeting a prepared press release is published lambasting Strauss and flagrantly misquoting the President. CEO published a video on YouTube and Facebook explaining. Soon after parody videos published across SocMed sites. VP Marketing for Elite, holds live chat on Facebook. Personal attacks ensue as she is verbally abused personally for one hour without even one reaction to the content of her remarks.

PS. Sales of Pesek Zman rose 40% sustainably after the incident due

to the free publicity!

Prof. Alon Rozen 2012

So you want to work in marketing?

Prof. Alon Rozen 2012

Finalthought

How many companies do you know that do that???

Thankyou!

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