The Business Of Being Social December 8, 2010
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The Business Of Being Social
December 8, 2010
Good Afternoon
Basically I’m Old
There Are None
The Secret Formula Will Be At The End
The Size Of Social
2 Billion Videos Are Streamed Each Day
500 Million Active Facebook Users
126 MillionThe # Of Blogs On The Internet
10 Billion+ Tweets Sent on Twitter Since 2006
Consequently, Social Networks And Blogs Are Taking Away
From The Share Of Time Held By Other Sectors
50% Of Social Initiatives Will Fail
“Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is a surprise it’s not better.”
- Avinash Kaushik, Head Of Google Analytics
Failure Is The RuleNot The Exception
One Of The Biggest Challenges Is Ownership
The CEO?
PublicRelations?
The Customer?
Everyone At Your Organization Owns
Social Media
But, There Needs To Be A Facilitator
We’ve Found That The Marketing Organization Is Often The Best Leader
We Keep Calling It Social MEDIA...
It’s Not Social Media, It’s Social BUSINESS
Businesses Started Out As Social
Customer Focused
Technology Has Gotten In The Way Of Making
Communication Personal
SeriouslySeriously??
Celebrating The Wins
ProductIntroduction
25% Of Ford’s Marketing Budget Is Spent On Social/Interactive
Generated 38%Awareness With Gen Y Without Any Traditional Advertising
Ford’s “Fusion” Doesn’t have That Awareness After 2 Years Of Being Out
In Production & Hundreds Of Millions Of Dollars In Traditional Marketing Spend
eCommerce
$6.5 Million Incremental Sales
Customer Service
Research & Development
P&G Connect + Develop
R&D Productivity At P&G Has Increased
By Nearly 60%
Brand Awareness
Blendtec
Great Products + Weak Branding =
Weak Sales
Real Results• 10 million+ video views/impressions
• Featured on major mainstream media outlets like The Today Show, The Tonight Show, The Wall Street Journal and others
• Retail sales have increased by over 700%...initial investment was under $500.00
This Is Duncan
He Sells Fences
“The company supplemented its mailed-out catalog and ads in specialty magazines with a
website about five years ago, but the big breakthrough came last December, when Duncan
added a blog that he calls The Fence Post.”
Since then, he has had an 850% increase in sales leads.
Why?
Google Likes Content
“We don't say you should buy this from us. We don't really refer to ourselves at all. It's really important to the whole marketing effort to blog and sort of become known as an authority and a trusted authority on what you're selling. We've been around
enough to know the kind of questions people have about products, so we try to explain that in the blog. It's information
like that they wouldn't be able to find out easily any other way.''
He’s Expanded
When We Treat Social As A Business
Investment We Win
There Is NoSecret Formula
You Can’t Afford Not To Learn And Embrace It
What Should They Do?
These materials, and all ideas, concepts, trademarks, and strategiescontained or reflected in these materials, remain the sole propertyof MARC USA and may not be used or exploited without the expresswritten agreement of MARC USA.
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