Marcus Thomas Presents Social Media at the 2010 Housewares Show
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Transcript of Marcus Thomas Presents Social Media at the 2010 Housewares Show
Exploring the Impact of Social Media on Housewares
March 2010
Missed Opportunities
“It will be refreshing and hopefully less frustrating to have some nice, matching, non-stick cookware” Weddingbee
“It will be refreshing and hopefully less frustrating to have some nice, matching, non-stick cookware” Weddingbee
Jess_Alyn: UGH I'm at work at 6am. This sucks....but I've got to get moved to my new office. New Coffee maker is priority number ONE.
mrsmarinak: Why am I only NOW the owner of a hand held dirt devil? Oh the cleanliness I am able to achieve in such a shorter amt of time!
mrsmarinak: Why am I only NOW the owner of a hand held dirt devil? Oh the cleanliness I am able to achieve in such a shorter amt of time!
Agenda
• An Update on the Social Phenom
• Social Marketing as It Relates to Housewares
• Applying Social Media
Understanding the Social Space
What Is It?
Social Media Landscape
Time Spent Being Social
20 hours of video uploaded every minute
20 hours of video uploaded every minute
More than 400 years to view
every video on YouTube
More than 400 years to view
every video on YouTube
1.2 billion YouTube videos viewed per day
1.2 billion YouTube videos viewed per day
50 million tweets per day50 million tweets per day
4 billion photos archived on Flickr
4 billion photos archived on Flickr
3.2 million articles in English on Wikipedia and more than
9.3 million articles in 10 languages
3.2 million articles in English on Wikipedia and more than
9.3 million articles in 10 languages
2 billion pieces of content posted to Facebook weekly
2 billion pieces of content posted to Facebook weekly
If Facebook were a country, it would be the
fourth largest in the world
If Facebook were a country, it would be the
fourth largest in the world
8 billion minutes spent on
Facebook daily
8 billion minutes spent on
Facebook daily
Trended Online Activities Show Continued Growth
Connecting Consumers During Offline Social Experiences
Super Bowl Engagement
• 2010 top five Super Bowl TV ads
Alterian’s Social Engagement Indexwww.alterian-social-media.com/
SILOS
ROI
CONTROL
RESOURCES
Why Companies Are Struggling with Social Media
Today’s Housewares Consumers
How Are They Engaging?
The Social Impact
Today’s Housewares Consumer
• More savvy than ever; many online personas
– Grasp social, want to make it mine
• Scaling back on broad social media, focusing on true interactions
– Fragmented/niche social on the rise
– Foodies on Facebook vs Foodbuzz
• Food/recipes/cooking are a significant interest to female bloggers and social networks
– Approximately 20 percent also have interest in “gadgets”
Nearly half cite product/service research is a very important part of social networking.
Understanding the Social Technographics Ladder
Source: Forrester’s North American Technographics® Benchmark Survey, 2009
Base: 37,877 US online adults* *Adults participating in at least one of the activities at least monthly or more
Total USHousewares Consumer
18% 19%
16% 19%
9% 11%
33% 35%
48% 52%
41% 37%
Social Media by Generation
Emergence of Mobile
• A 40 percent growth in smartphone owners
– One in four research a product on their phones
• Apps opened a more direct distribution channel
– 4.5 billion apps downloaded this year
• Location based
– Where are my friends, what did they buy, local discounts
• This year, consumers will buy goods/services via cell
– Also this year, rise in mobile-dedicated staff
Mobile
• Augmented Reality
– Emerging in 2010, mainstream in 2011
– Big for online shopping, reviews, comparison shopping
• Barcode opportunities
• Real-time, in-store user reviews
Social Media Opportunities
The Social Impact
Social CRM
• Customer service and traditional CRM morphed
– Engage and manage dialogue with existing and potential customers across all digital platforms
• Transfer conversations into lasting relationships
• Most often overlooked social media opportunity
– 255 tweets in 24 hours about wanting a new coffee machine
PrincessJenn: @SnglMomSurvives Yeah, we've gone through Eureka, dirt devil, bissell, hoover, you name it. They all died within months for us.
Word-of-Mouth Marketing
• Facebook, amplify events
• The power of the blog
– The mom-o-sphere
– 11M posts on home décor; 8M posts on interior design
– 65 million posts in the past month on food/cooking
Retailer Support
Research and Product Development
• Free and accurate focus group
• Real-time barometer of customer opinion
• What Facebook can tell you
• Platform for open innovation
– Crowdsourcing
Stop Falling Behind
Where to Start
• Really understand your audience beyond demographics/psychographics
LIFE ENTHUSIAST PERSONALIFE ENTHUSIAST PERSONA
Finds beauty, happiness and opportunity in the unexpected; can
always see the silver lining
Doesn’t take the daily grind too
seriously; relishes humorous situations
Likes to stimulate others; comedic;
talkative; silly
Interested in the human experience;
prone to making rash
decisions and leaps of faith;
exudes boundless enthusiasm
Likes to be in-the-know and yearns
to attain wisdom through
knowledge acquisition
and life experiences
• Age 18-49
• Uses powder/syrup/ drink chocolate milk
Personality MediaShoppingConsumer
VOICEVOICELifeLife isis: : an opportunity, a blessing, precious, exciting
LifeLife isis notnot: : tedious, monotonous, uninteresting
“I believe there’s joy in every moment … you just have to choose it.”
“Having fun and sharing laughter are important parts of life.”
“I am constantly looking for new ways to entertain myself.”
“My style expresses who I am.”
“I’m always willing to try new things.”
Social marketing should be considered within the context of overall business, marketing and communications goals.
Where to Start
Where to Start – Measure
Thank You
Marcus Thomas LLC 24865 Emery Road Cleveland, Ohio 44128 marcusthomasllc.com