Social Media Disruption B2B IBM Seminar October 2009
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Transcript of Social Media Disruption B2B IBM Seminar October 2009
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1
Social Media Disruption20.10.09 A presentation to:
IBM
[email protected]@nicholasgill
bluurb.wordpress.com
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slideshare.net/bluurb
@nicholasgill
@fbfdigital
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Social media has disrupted the conventional marketing model
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People are one click away from the perfect job, the ideal product, a damning video diary or the 5 star review
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But it’s not about blindly rolling out the latest, must-have tactics
Brands need to strategically navigate through social media…
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Some scary/exciting* numbers
Image: Universal McCann Wave 4, Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/
* Delete as appropriate
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13 hours
amount of video uploaded to YouTube every minute
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900,000
average number of blog posts in a 24 hour period
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Tweets so far?
Source: http://popacular.com/gigatweet//
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3.5 billion
online conversations every day
Sources: Keller Fay Group, Bazaarvoice/izu Answers online market research
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100,000,000
users who log on to Facebook at least once each day(that’s 50% of total FB users)
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1,500,000,000
Apps downloaded for iPhone
Average user downloads 10 apps per month
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3,000
Average advertising exposure per day
Source: Advertising: It's Everywhere, Media Awareness Network
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Trends
ContentExplosion
Fragmentation &distribution
Interactivity,participation &
control
Source: IAB Europe Interact Congress 2009
Content SupplyChain Evolution
Real time
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Social media is powering & accelerating these trends
The 60’s and 70’s were all about products and how to advertise them
The 80’s and 90’s were all about brands and their balance sheet value
Then it all went digital
Now it’s all gone social
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Social media is about conversations
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People like to talk about themselves
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Share knowledge & learn
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To enjoy
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Express opinions
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Share Experiences
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Find each other jobs
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These conversations are fragmented & connected
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Brand ownership has fundamentally shifted
Source: David Armano
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Brand ownership has fundamentally shifted
Source: David Armano
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Engagement has already shifted
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Social media is already culturally accepted
Source: Forrester & The Guardian
65% of time spent in social/entertaining space
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66% of B2B marketers said they arenow using social media (+20% YoY)
Source: Forrester B2B Social Computing & B2B Online
“”
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The consumer has evolved
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Why should I?
New ways to market my products & services
Lets me discover, cultivate & activate brand enthusiasts
Allows me to solve problems & deliver better customer experiences
Connect with buyers before & after sales
Humanizes my company
Lets me learn & collaborate with my customers
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How can you engage in this world?
OPEN AUTHENTIC TRANSPARENT
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Entertainment
Exclusives,assets
Information,news,
knowledge
Utility or tool
Fame
social currencyMemeVouchers,rewards
How can you engage in this world?
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Social Media Strategic Framework
Source: Steve Sponder @stevesponder blog.stevesponder.com
Creative Commons: Attribution-Non Commercial-No Derivative Works 2.0 UK: Engalnd & Wales License
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10 things you can do to be social today
1. Add photos of your staff2. Add a link to each employee’s LinkedIn profile3. Update staff bios to accurately describe their expertise and cut out
the gobbledygook4. Write about things your next business partner, customers, or
members are searching for5. Update your blog regularly – at LEAST once a week6. Make sure the design of your blog matches the design of your
company website7. Be the best you that you can be. Don’t try to be someone else8. Generate good helpful content and not a constant sales pitch9. Recommend vendors and business partners on social networking
sites10.Add links to your social media sites in the footers of your outgoing
email – let people know where you are available to connect
Source: SocialMediaB2b.com
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Do something interesting
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