Social Media Marketing, Ken Chen and Sudha Jamthe
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Social Media Marketing for Bill Fanning’s Class Ken Chen EM Marketing June 10, 2011
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Ken Chen of EM Marketing and Sudha Jamthe of PayPal discuss social media marketing trends and share examples from companies that do it well.
Transcript of Social Media Marketing, Ken Chen and Sudha Jamthe
Social Media Marketingfor Bill Fanning’s Class
Ken ChenEM Marketing June 10, 2011
Agenda
Introduction Definition of Social Media & Social Marketing Why is Social Media important to companies? Social Media Marketing Examples Wrap-Up
1990
Introduction – Ken Chen
Atlas Computers
Learning Years
MBAEngineering
1995
1990 2000
Introduction – Ken Chen
Atlas Computers
Learning Years
MBAEngineering
1995 Corporate Years
1990 2000
Introduction – Ken Chen
Atlas Computers
Learning Years
MBAEngineering
1995 Corporate Years 2004Start-Up Years
Social Media Strategy & Marketing
2004 - Today
Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content.
Source: McCann Universal Wave 3 Study
What is Social Media? SM Marketing?
Effective Social Marketing is the use of Social Media to listen and respond
to your customers
Social Media Marketing – A Perspective
It’s the late 90s again – “information superhighway”
Companies who succeeded with the web embraced it’s unique culture– Internet: Test & Learn, Measurement, Ever-Evolving
Companies who want to succeed with Social Media will embrace it’s unique culture– Social Media: Authentic, Transparent, Customer-Focused, 1:1
Relationship Building
Why Social Media is Important
Source: espresso, http://brandinfiltration.com
Why Social Media is Important
Source: espresso, http://brandinfiltration.com
http://www.ideagitalmarketing.com/facebook-penetration-by-countries-january-2011.html
Why Social Media is Important
Facebook has become more popular than
Source: Small Business Labs
Exploding Growth of Social Networks
Why Social Media is Important
Power to the Consumer
Source: Nielsen Global Consumer Study April 2009
90% of consumers trust
recommendations from people they
know
Why Social Media is Important
The Demise of Advertising?
Consumers know how to block out advertising
2 Intuit Examples – Ken
4 PayPal Examples – Sudha
Example 1: Intuit’s Love a Local Business
• Social Marketing Campaign
• Fans vote for small businesses they love, Intuit gives away weekly grants
Results• Engagement – higher time on site, more repeat visitors
• Leads – achieves a lower cost per lead than traditional advertising
• Brand – enhances Intuit’s brand as the Small Business Champion
• Social Marketing Campaign
• Fans vote for small businesses they love, Intuit gives away weekly grants
Results• Engagement – higher time on site, more repeat visitors
• Leads – achieves a lower cost per lead than traditional advertising
• Brand – enhances Intuit’s brand as the Small Business Champion
Example 2: Intuit Careers Facebook & Video Chats
• Intuit Facebook page > Intuit Careers site.
• Wanted to create a innovative, progressive Employment Brand
Results• Engagement – more visitors, resumes, and interaction
• Brand – viewed as leader amongst HR Groups
• Intuit Facebook page > Intuit Careers site.
• Wanted to create a innovative, progressive Employment Brand
Results• Engagement – more visitors, resumes, and interaction
• Brand – viewed as leader amongst HR Groups
CORPORATE Social Media SERVES MANY STAKEHOLDERS
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EXAMPLE 1: CAMPAIGN to PROMOTE CONFERENCE
Goal: Promote Innovate Conference and sell signups.
Campaign: Tweetchat and integrated
campaign with partners, events, direct marketing, #URIT Twitter Campaign.
Cost: $500
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Result: Reached 47Mil users and 400 tickets sold in 48 hrsResult: Reached 47Mil users and 400 tickets sold in 48 hrs
EXAMPLE 2: social monitoring & FEEDBACK
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Monitor social channels for feedback on productsMonitor social channels for feedback on products
EXAMPLE 3: INNOVATE WITH CUSTOMERS
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Engage with customers to lead innovationsEngage with customers to lead innovations
Example 4: Brand Communication via Facebook
21Campaigns on Facebook Fan PageCampaigns on Facebook Fan Page
Why Social Media is Here to Stay
Human beings are inherently social– The internet has finally caught up and giving users new ways of
communicating
Consumers are more savvy; ignore advertising– Marketers have to be more creative. Smart marketers are creating
valuable sites and are being rewarded (the online version of Starbucks)
It gives power to the consumer– If they have been wronged, there is a way to make their pleasure very
public, forcing companies to respond quickly or suffer embarrassment
Thank You!
If you are interested in a possible internship with EM Marketing, send me an email or DM on Twitter.
Email: [email protected] Ken’s Twitter: http://twitter.com/kennyair Sudha’s Twitter: http://twitter.com/sujamthe LinkedIn: http://www.linkedin.com/in/kenchen
APPENDIX
Example: Blendtec
http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=PlayList&p=4825F3D2B848DED8&index=0&playnext=1
• 8.5+ Million Views
• Centerpiece for their Marketing
• Sales increase 5x in less than a year
• 8.5+ Million Views
• Centerpiece for their Marketing
• Sales increase 5x in less than a year
Example: Hertz Rental Car
http://www.ireport.com/docs/DOC-182297
• CNN TV Viewing Audience
• Multiplier Effect - 303 websites
• Persistent Black eye
• CNN TV Viewing Audience
• Multiplier Effect - 303 websites
• Persistent Black eye
Example: Hertz Rental Car’s Response
Companies don’t really own their brand anymore…and some still don’t get it.
Companies don’t really own their brand anymore…and some still don’t get it.
Foursquare, Gowalla, Facebook Places
Do you use these apps? What’s the value?
Group Couponing – Groupon, Living Social
Do you use these?
What’s the value?
Social Media Maturity Model
What is this?
• Web 1.0 • 1-way communication
• Experimenting with Facebook, Twitter• Dead FB pages• Same messages, different channel
• Start of a 2-way dialogue• Blog, Forum, Customer Service• Allow customer to customer talk
• Living, breathing social• Gathering insights• Adapting company• Deepening relationships (loyalty)
Customer Sentiment
“Hello? Anyone there?”
“Who cares? – it’s not about you.”
“Good to meet you, now we can
talk.”
“This is a brand that gets it.”
Social Media Maturity Model – Who’s There?
Sectors Stage 4 Companies
Consumer
Technology/Internet
Financial
Why?
• It’s in their product - Amazon, Zappos
• It’s in their product/service
operations – Southwest, Dell, Starbucks,
Domino’s, Intuit, Mint
