Social Media Overview - Presentation to Drucker School Marketing Association

Chris Lam - @thechrislam - [email protected] - Drucker '08 - Social Media Community Manager, Blaze PR 1

Social Media Overview

Drucker School of Management

Student Marke4ng Associa4on Presenta4on

February 15, 2011

Chris Lam, Drucker ‘08

@thechrislam

Social Media Community Manager, Blaze PR


Agenda

• What is Social Media?

• What is Social Media NOT?

• Why Bother?

• Video -‐ AARP

• Case Studies

– Original Tommy’s (client)

– Other Case Studies

• Trends

– Mobile!

• Resources


What is Social Media?

• Social media is a shiV in how people discover,read, and share news, informa4on, and content.(Wiki)

• Consumer POV:– User-‐generated, user-‐contributed

• Less top-‐down communica4ons• Permission-‐based

– Fosters interac4on through media sharing– Builds community, creates rela4onships– Allows you to take control of your online

iden4ty• Biz POV:

– Reach and connect with consumers– Build rela4onships with your customers

– Demo mining (when possible/available)– Complements marke4ng and PR plans

• Adjust messaging and focus “on the fly”


What is Social Media NOT?

• Cheap

• Easy

• Top-‐down, one-‐way news broadcast

• Text only

• Non-‐responsive

• Sta4c

• Perfect

• Undoable


Why bother?

Social media never sleeps…

• Youtube’s player is embedded in 10+M websites• Hundreds of millions of videos are watched each month on mobile devices• 24 hours of video is uploaded per minute on Youtube• 3+M users are auto-‐sharing video to at least one social network• Half the exis4ng Bloggers are working on at least their second blog• 28% of US online holiday shoppers were influenced by social media• 35+M moms are online and 75% go online to research products before purchasing• Almost one in 10 adult internet users Tweet.

– 55% of these Tweeters share links to news stories– 100M new accounts added on Twiler in 2010

• 20M apps installed on Facebook• 36B images uploaded to Facebook every year• 152M Blogs on the internet• 3,000 images uploaded to Flickr every minute


Why bother? (video)

The purpose of a business is to create acustomer.

The purpose of social media is to keep thatcustomer… and then some.


Case Study -‐ Original Tommy’s (Client)

• Family-‐owned 33-‐loca4on restaurant chain in Southern California, famousfor their chiliburgers

• Hired Blaze to manage their social media program with goals:– Increase FB fans by 15% and Twiler followers by 20%– Increase awareness about new product– Drive customers to restaurants and increase sales by 10%

• Baseline (Q3 2010): 27,000 Facebook Fans and 1,200 Twiler followers• Results (Q4 2010):

– Weekly sales increased almost 20% across almost every restaurantloca4on.• Add-‐on sales increased by almost 15% every Tommy Tuesday.

– Facebook fans increased by 27%; Twiler followers up 36%– Interac4ons increased by more than 500%– The new product created over 371 interac4ons, an 86% increase over

the goal– The promo4on con4nues to drive an average of 200 addi4onal

customers to restaurants each week


Other Case Studies

• The Good: Rancho Bernardo Inn’s “Survivor Package forTwiler Followers”

– Stripped down rooms and sold at cheap rates

– 750+ rooms sold in 10 days via Twiler

– 9,000+ online and offline men4ons

• The Bad: BP and the Gulf Coast oil spill

– Person creates a fake BP Twiler account andbegins to tweet as their PR team

• The Ugly: Nestle’s FB Page gets “hijacked”

– FB Page bombarded with nega4ve posts byGreenpeace

– Fan icons changed

– SM team insul4ng its customers


Trends

• Mobile Mobile Mobile

– 8 in 10 young adults have a mobile phone (42% of themhave a smartphone)

– Cellphone tex4ng s4ll preferred channel of basiccommunica4on between teens

– 7.3M mobile phone users shop via mobile monthly

• Geoloca4on

– Foursquare, Gowalla, Facebook Places, Yelp

• QR (quick response) Codes

– Providing more info in a lille barcode image

• Mobile Apps

– Android OS surpassed Apple OS as #1 smartphoneplavorm

• Txt/SMS

– Mobile banking -‐ empowering customers

– No need for internet access/app adop4on


Resources

News and StatsMashable: www.mashable.comPew Internet: www.pewinternet.orgFrogloop: www.frogloop.com@marke4ngjobLA

GroupsSocial Media Club LA -‐ www.socialmediaclub.laDigital LA -‐ digitalla.netBlogHer -‐ www.blogher.comGirls In Tech -‐ www.girlsintech.net

People@serena@katcalbes@kanter@mackcollier@petershankman@briansolis@jowyang


Ques4ons?

Thank you, Drucker School!

Chris Lam

Social Media Community Manager, Blaze PR

[email protected]

[email protected]

@thechrislam

www.linkedin.com/in/chrisylam

Social Media Overview - Presentation to Drucker School Marketing Association

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