WEB2.0 Branding Part I: Social Media Redefines Marketing

Greetings! I am Ira Kaufman, President Optimized Strategies, Ph.D. Marketing As a Marketing Strategist, I combine 30 years of rich experiences with businesses and nonprofits to develop the potential of companies and institutions. Marketing is evolving and expanding. It requires an integration of traditional advertising, online marketing, social media and networking to develop competitive advantage. I challenge owners and senior executives to clarify their goals and translate them into a consistent Brand. Then our team develops an Integrated Marketing Strategy that leverages social media and online marketing. Please join me on a journey to discover the Power of Social Media in building a WEB2.0 Brand and Competitive Advantage. Connect with me: [email_address] 540-563-2249 (office); 540-875-8510 (cell) Blog http://www.attractingtalenthub.com LinkedIn http://www.linkedin.com/in/optimizedstrategies Twitter http://twitter.com/ira9201 Facebook http:// profile.to/irakaufman

Invite you on a Journey Opening the doorway to new experiences and insights into the future of marketing… Challenging your assumptions Building Your New Brand

Who Are You? What's Your Brand?

Pew Internet & American Life Project Tracking surveys (Last updated: July 22, 2008)

What’s the Marketing Explosion? From Traditional Advertising to Online Marketing to Integrated Social Marketing Strategy From Traditional Advertising to Online Marketing to Integrated Social Marketing Strategy

McKinsey & Co Report By 2010, traditional TV advertising will be one-third as effective as it was in 1990. It assumes: 15% decrease in buying power driving by cost-per-thousand rate increases 23 % decline in ads viewed due to switching off 37% decrease in message impact due to saturation Prime-time TV ad spending has increased over last decade by about 40%, as viewers have dropped almost 50%. Paying more for less translates into a much higher cost-per-viewer-reached. / http://www.mediabuyerplanner.com/2006/08/07/mckinsey_tv_selling_power

Crisis In Mass Marketing 18%: Proportion of TV advertising campaigns generating positive ROI 54 cents: Average return in sales for every $1 spent on advertising 84%: Proportion of B2B marketing campaigns resulting in falling sales 100%: The increase needed in advertising spend to add 1-2% in sales 14%: Of people who trust advertising information 90%: Of people who can skip TV ads who do skip TV ads 56%: People who avoid buying products from companies who they think advertise too much 65%: People who believe that they are constantly bombarded with too much advertising Source: Justin Kirby & Paul Marsden (2006). Connected marketing . Oxford, UK: Butterworth-Heinemann. xix

Power of the Internet Internet Usage USA Population: 303,824,646 Internet Usage: 220,141,969 Penetration Rate: 72.5% Growth from 2000-2008: 130.9% Stats from Internet WorldStats (Census, Nielson)

Social Media Will Change Your Business “ Look past the yakkers, hobbyists, and political mobs. Your customers and rivals are figuring blogs out. Our advice: Catch up… or catch you later” Business Week February 20, 2008

Social Media Opens Blocked Communications Common intention to open networking Gain access to previously blocked contacts Expands access to other vast networks

Power of More than 100 million active users, 4th most-trafficked website in the world Over 55,000 regional, work-related, collegiate, and high school networks More than 50% users are outside of college #1 site for people ages 17-25 Fastest growing demographic is those 25-35 years old Maintain 85 %market share of 4-year U.S. universities 5 0% of users return daily. Group Facebook for Business for a rich source of information. 25,000+ members. Statistics gathered directly from Facebook

Professional Resource Launched in May 2003 26+ million experienced professionals from around the world Represents 150 industries 10+ Million unique visitors per month Grew almost 200% from 2007 Data from LinkedIn

Goes Mainstream Businesses are finding ways to tweet Doctors update patients about office hours Zappos, shoe retailer updates 14,000 followers COMCAST use it for customer services Real estate agents are selling Houses HCA uses for recruiting nurses Journal October 27, 2008

WordPress Transforms Websites Businesses are adopting WEB2.0 Search engine optimization friendly Interactive Content managed Builds relationships Real time metrics

Widgets Rule Businesses use widgets to gain and distribute information Free Easy to upload Collect information Viral, Self-Distributing Distribute your published posts Engage conversations Customer service, Feedback, Promotion, Job boards

Social Media Marketing Examples 1 . Blogs ( Johnson & Johnson , Delta Air Lines ) 2. Bookmarking/Tagging ( Adobe , Kodak ) 3. Brand monitoring ( Dell , MINI ) 4. Content aggregation ( Alltop , EMC ) 5. Crowdsourcing/Voting ( Oracle , Starbucks ) 6. Discussion boards and forums ( IBM , Mountain Dew ) 7. Events and meetups ( Molson , Pampers ) 8. Mashups ( Fidelity Investments , Nike ) 9. Microblogging ( method , Whole Foods ) 10. Online video ( Eukanuba , Home Depot ) 11. Organization and staffing ( Ford , Pepsi ) www.mashable.com/2008/11/07/social-media-marketing-plan/

Social Media Marketing Examples … continued 12. Outreach programs ( Nokia , Yum Brands ) 13. Photosharing ( Rubbermaid , UK Government ) 14. Podcasting ( Ericsson , McDonalds ) 15. Presentation sharing ( CapGemini , Daimler AG ) 16. Public Relations - social media releases ( Avon , Intel ) 17. Ratings and reviews ( Loblaws , TurboTax ) 18. Social networks: applications, groups, personalities ( British Airways , Saturn ) 19. Sponsorships ( Coca-Cola , Whirlpool ) 20. Virtual worlds ( National Geographic , Toyota ) 21. Widgets ( Southwest Airlines , Target ) 22. Wikis ( Second Life , T-Mobile Sidekick )

Web2.0 Trends Updated 12/07 Jo,SanKuKT

Nielsen Rating – Nov 6- Nov 12 2006 TOP 3 (20 nov 2006) Power of YouTube “play for real” www.slideshare.net/alainthys/i-am-the-media 20.8 CBS CSI: Crime Scene Investigation 3. 22.0 ABC Dancing With the Stars 2. 22.3 million ABC Desperate Housewives 1. 12.7 Quick Change Artists 17.3 Pokemon Theme Music 35.7 MM Evolution of Dance

The traditional marketing model is being challenged, and Chief Marketing Officers can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2

The Power Has Shifted Any Time - Any Place - Any Way Web2.0 Trends Updated 12/07 Jo,SanKuKT

“ Social Trend in which people use technologies to get things that they need from each other, rather from corporations”

Marketing Rules are Changing Giving free ebooks, product Charging for entry – block entry Sharing information Coveting information GenY/X different media preferences Consistent media preferences Real time metrics Hard to measure results Engage, build relationship Direct client to immediate action User generated content Business generated content Interactive conversation One way message Pulling client to the message Pushing message to client It’s now It was

Essence of the Future of Marketing It all starts with respect. Listening is marketing. Participation is marketing. Media is marketing. Conversations are marketing. Comments are marketing. The Social Media Manifesto

Integrated Social Marketing Campaign that made a difference

What was Obama’s brand? What was McCain’s brand?

Marketing Pundits Speak Obama Packaged, marketed and distributed his charismatic self and easily digestible message of “change” - political, social economic McCain Struggled to find an electable identity and clear voice Lost himself inside the ambiguous maze of his “maverick” persona.

Powerful Social Media Strategy Obama has 380% more supporters than McCain Obama: 2,379,102 supporters McCain: 620,359 supporters Obama has 380% more supporters than McCain Obama: Friends: 833,161 McCain: Friends: 217,811 Obama has 403% more subscribers than McCain & 905% more Viewers than McCain Obama has 240 times more followers than McCain Obama: @barackobama has 112,474 followers McCain: @JohnMcCain 4,603 followers www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/

http ://www.slideshare.net/saydowin/obama-social

Old 4Ps Marketing 4Ps Value Creator Customer

WEB2.0 Marketing 5Ps Value Builder - Company - Employer - Person Customer Product (WEB2.0 Brand) Price ($, time, ease) Promotion (Integrated Marketing ) Job Seeker Online Visitor Participation (Conversations ) Place (online, offline) Publisher

Factors Distinguishing Traditional, Online and Social Media Low expertise and cost/ free Moderate expertise and cost High expertise and cost Entry Interactive and real time Both static and interactive None – one way Interactivity Pull Combination push/pull Push Sales process Open , responsive – listen, adapt Can be dynamic and updated regularly Closed, directed Approach Set the brand but cannot control - based on user feedback Promote brand- some control Control brand and growth Branding Blogs, wikis, video on demand, RSS, social networks, widgets, cell phones Websites, banners , ecommerce, Search engine optimization Advertising (TV , radio), billboards, direct mail) Tools Social Online Traditional

Attention Economy A marketplace where consumers agree to receive services in exchange for their attention. • Include personalized news, personalized search, alerts and recommendations to buy. • The consumer has choice - they get to choose where their attention is 'spent'. • If content is relevant, site is “sticky” creating more opportunities to sell.

WEB2.0 Marketing Summary It’s not about a cheaper product or your idea; It’s about creating engaging conversations. It’s not about better coffee – it’s about the place It’s not about the hog, it’s about a lifestyle It’s not about the entertainment – it’s about delivery It’s about my space It’s about my opinion , experience It’s about your choices, places, and time

WEB2.0 Branding Part I: Social Media Redefines Marketing

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WEB2.0 Branding Part I: Social Media Redefines Marketing