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Social Media
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After today we hope you:
1. Feel at ease about the future of
marketing with social media.
2. Know how to use a variety of social
media tools.
3. Understand how to implement a social
media strategy.
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Marketing is changing
“For the first time the consumer is
boss, which is fascinatingly
frightening, scary and terrifying,
because everything we used to
do, everything we used to know,
will no longer work.”
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Big brands are changing their
marketing
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“Markets are
conversations.
Conversations are fire.
Marketing is arson.”
The Cluetrain Manifesto
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Social media = Conversation
“Social media describes the online tools and
platforms that people use to share opinions,
insights, experiences, and perspectives with
each other.”
- Wikipedia
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Social media tools
1. Blogs
2. RSS
3. Social Networks
4. Podcasting
5. Photo/Video Sharing
6. Forums/Message Boards
7. Wikis
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#1: Blogs
•More than 55 million blogs*.
•Approximately 27 percent of
U.S. Internet users read blogs
(about 40 million people)
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Corporate blogs
1. Empower customers and
make them brand
enthusiasts; encourage
them to spread positive
word-of-mouth.
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Blog Search
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Your lucky day
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#2: Really Simple Syndication
(RSS)
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RSS aggregators
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#3: Social Networks
MySpace
Facebook
MSN Spaces
Yahoo 360
LiveJournal
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Niche social networks are huge
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And corporate social networks
are gaining traction
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#4: Podcasting
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Where are podcasts found?
iTunes
Podcast Alley
Podcast.net
Yahoo Podcasts
Podcasting News
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Corporate podcast examples
GM FastLane Podcasts focus on car
enthusiasts.
Others:
HP
Kodak
Coke
Deloitte
NASA
Purina
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Easy as…
1. 2. 3.
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#5: Photo & Video Sharing
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#6: Forums/Message Boards
More than 40 million active message boards/forums
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#7: Wikis
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Social Media Strategy
FLEE!
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Find
Listen
Engage
Empower
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Find
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Listen
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Engage
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Empower
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Get this presentation at:
http://risleyranch.blogs.com
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Appendix/Resources
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“The Many Forms of Social
Computing” from Forrester
Research, courtesy of Steve
Rubel.
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Blogging books
• The Corporate Blogging Book by Debbie Weil.
• Naked Conversations: How Blogs are Changing the Way Businesses Tal
by Robert Scoble & Shel Israel
• Blogging for Business: Everything You Need to Know and Why You Sho
by Shel Holtz
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Good marketing blogs to follow
• http://doc.weblogs.com/ -- Doc Searls, co-author of the Cluetrain Manifesto and one of the
first bloggers on the planet.
• http://www.jaffejuice.com/ – Joseph Jaffe’s blog. He’s the author of the book “Life After
the 30-Second Spot.”
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More corporate blog information
Corporate Blog Success Stories
Stormhoek Wine, a winery in South Africa that started a CEO blog and used blog seeding
strategies to double its sales in one year.
Bob Lutz, vice chairman, GM; Lutz’s blog, Fastlane, generated a significant amount of buzz for
the company because he was the first high-profile executive outside the tech industry to
blog.
Randy Baseler, vice president of marketing for Boeing Commercial Airplanes; Baseler’s blog has
successfully engaged Boeing’s customers one-on-one to get feedback on products and co-
create airplanes.
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Blog posts that address ROI of
social media
http://www.clickz.com/experts/crm/actionable_analysis/article.php/351
http://blogs.forrester.com/charleneli/2004/10/scoble_on_blog_.html
http://forrester.typepad.com/charleneli/2004/10/fear_of_corpor
a.html
http://www.clickz.com/experts/crm/actionable_analysis/article.ph
p/3517546
http://jeremiahthewebprophet.blogspot.com/2006/03/how-to-
measure-value-of-corporate.html
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The Kryptonite Bike Lock Case Study
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