Edelman Digital iBreakfast Presentation

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SOCIAL MEDIATHE EVOLUTION OF THE SPECIES

• This is nothing new.

• Man is socialDerivative of our core psychology

as social beings

• Moore’s Law applies to usPace at which technology is

advancing our communications

• It is how we now communicateExtends the interconnectedness of

us all without boundaries.

• Evolve or die.The need to evolve to survive

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WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH

• Moore’s LawInterconnectedness speeds up human IP development

• The great equalizerBoundaries eradicated

SOCIAL SOFTWARE

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• Sharism (sharing)Isaac Maohttp://www.isaacmao.com/meta/2008/04/sharism-slide.html

• Challenge of IndustryTransparencySharingCo-development

SOCIAL VS. COMMERCE

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THERE ARE NO BORDERS ONLINE. Business definitions of markets are not relevant in social media.

http://flickr.com/photos/wwworks/2712985768/

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http://flickr.com/photos/wwworks/2712985768/

No overall leading social network, but several local champions.

HOW PUBLIC ENGAGEMENT WORKS

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Open Communication

Open Collaboration

Controlled Communication

Controlled Collaboration

• Viral Video• Micro-Blogs• Employee/CEO Blogs• MSM interviews• Influencer Roundtables

Communication Collaboration

Open

Controlled

• Podcasts• SEO/SEM• Issue Ads• Speeches• Press Releases

• Video Contests• Social Nets• Sponsored Content

with Third Parties• Town Halls

• Ideastorms• Wikis• Issue Aggregator• Pilot Programs• Coalition Development• Issues Advocacy

HP: Tweet Away Campaign

CASE STUDY

Building buzz online about HP’s presence at the BlogHer ’08 conference to drive traffic offline, to the HP Makeover Pavilion and Exhibitor Table

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ENGAGED• bloggers and Twitter-user attendees a week prior to

conference, and built a strong following of the HP_BlogHer2008 channel

CREATED• an editorial calendar for Tweet-Aways based upon optimal

BlogHer conference times, to tweet about each giveaway

INTERACTED• with blogger and Twitter friends in a personal and relevant

manner, responding to direct messages and making Tweets consistently

RESULTS

• 352 HP_BlogHer2008 followers

• 26 Direct Messages

• 20 Direct Replies to HP Tweets

• 600+ Tweets about HP during event

HP TWEET AWAY CAMPAIGN

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AXE: Detailer Facebook Program

CASE STUDY

By incentivizing users to take “social actions”, AXE taps into the viral power of Facebook

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RESULTS

• 337% increase in fans in 7 weeks• Continued 8% growth per week

with no media• 19,734 new fans• 78,730 page views• 1,700 wall posts• 285 discussion topics• 38,362 video views• 2,832 requests for a Detailer• 122,678 engagements beyond clicks

AXE DETAILER FACEBOOK PROGRAM

OBJECTIVEEngage guys 18-24 to try out the new Detailer Shower Tool

STRATEGYGet guys to engage with the product and the brand by discussing the “issue”

Tap into the viral nature of Facebook in two ways:• Product giveaway based on posts to the Wall• Facebook engagement ads

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PepsiCo: The Pepsi Cooler FriendFeed Room

CASE STUDY

Tapping online influencers to re-establish Pepsi as a relevant, trendsetting brand

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RESULTS•First major brand to launch a program inside Friendfeed.

•New Pepsi identity impressions:• 1,699,964 total impressions• 618,480 from 166 blogs• 118,378 from 131 tweets• 37,881 from 15 FriendFeeds• 282,993 from “Pepsi 25” RSS

Subscriptions

•FriendFeed Room:• 347 members• 12,388 page views• 7,997 visits• Traffic Source

• Referring Sites: 58.35%• Direct Traffic: 32.07%• Search Engines: 9.58%

PEPSICO FRIENDFEED PROGRAM

OBJECTIVEPosition Pepsi's beverage brand identity update as part of a multi-year, multidimensional platform that is consistent to where the culture is and trends are headed

Position PepsiCo as a truly unique, collaborative enterprise that is ready to work with the 2.0 community in unique ways to build relationships and work toward shared outcomes

STRATEGYDeliver a sequence of Pepsi cans featuring the evolution of the logo throughout the ages to a select group of 25 influencers, culminating with the new identity

Launch a digital hub inside Friendfeed called The Pepsi Cooler. FriendFeed serves as an all-inclusive tool allowing users to combine their personal updates from across up to forty specific social media and social networking channels. The space is unique because it gives influencers direct access to three Pepsi social media "ambassadors."

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SMM WIKI http://wiki.beingpeterkim.com

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• Satisfaction GuaranteedCustomer care and PR are blending as consumers use social

• Media ReforestationThe media is in a constant state of reinvention as it transitionsfrom atoms to bits

• Less is the New MoreOverload takes its toll. Gorging on media is out. Selective ignorance and friends as filters are in


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• Corporate All –StarsWorkers flock to social media to build

their personal brands, yet offer employers an effective and credible way to market in the downturn

• The Power of PullWhere push once ruled, it’s now

equally important to create digital content that people discover through search

Edelman Digital iBreakfast Presentation

Technology

Transcript of Edelman Digital iBreakfast Presentation