Staying Alfoat in Social Media
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PRESENTATION: Staying Afloat in the Blue Ocean Waters of Social Media WHO/WHERE/WHEN: Custom Publishing Conference Ft. Lauderdale, FL – March 23, 2009 DESCRIPTION The Social Media waters can be treacherous. Many companies have capsized trying to capitalize on participating in this online customer-driven channel. Learn as John Moore, respected marketer and blogger, shares strategic advice on how any business can successfully navigate the Social Media waters by embracing and enlivening the consumer-driven online conversation. PRESENTER: John Moore, marketingologist Brand Autopsy Marketing Practice www.BrandAutopsy.com
Transcript of Staying Alfoat in Social Media
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Social MediaSocial MediaStaying Afloat inStaying Afloat inStaying Afloat in
John Moore
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“Right now, your customers are
writing about your products on
blogs and recutting your
commercials on YouTube.
They’re defining you on
Wikipedia and ganging up on
you
in social networking sites like
Facebook.”Charlene Li & Josh BernoffGROUNDSWELL (2008)
Charlene Li & Josh BernoffGROUNDSWELL (2008)
“These are all elements of a
social phenomenon— the
groundswell —that has created
a permanent,
long-lasting shift in the way
the world works.”
The Internet is an extension of your marketing dept.
David Scott
Creating a “World Wide
Rave”
is about spreading ideas
and
having other people tell
your stories.
Websites that encourage its readers to post content
Social Media
Helps businesses grow in salience and
sales
Social Media
PARADOX
ofGROWTH
The biggeryou are,
the smalleryou must
GET.
The smaller you are,the bigger you mustLOOK.
Small businesses can look bigger and
big businesses can get smaller
nearly 500 Zappos employees actively use Twitter
$1B in sales (2008)
9.0M purchasing customers
38% purchased in past year75% are returning
customers** they spend 30%
more
SOURCES: http://en.wikipedia.org/wiki/Zappos & http://www.slideshare.net/zappos/zappos-womma-111308-presentation
“Twitter is … a great way for
employees and customers to see
that we are real people, and it
makes the relationship a lot
more personal, which is what we
ultimately want people to feel
about the Zappos
brand.”Tony Hsiehceo, Zappos
SOURCE: http://www.inquisitr.com/2694/twitter-marketing-an-interview-with-zappos-ceo-tony-hsieh/
Tony Hsiehceo, Zappos
SOURCE: http://www.inquisitr.com/2694/twitter-marketing-an-interview-with-zappos-ceo-tony-hsieh/
“Our #1 priority as a company is
our company culture. We believe
if we get the culture right, most
of the other stuff, like great
customer service, will fall into
place on its own.”
Kate Thorp
>> SHIFT PERSPECTIVE <<
Go from being a Creator
to an Enabler.
Leslie Forde
“Listening is a highly
underrated marketing
strategy.”
Conversation requires listening & responding.
More than One Ocean
1
2
3
4
5
If you hide the truth, someone will find
the truth.
It’s about progress,not perfection.
John Mackey posted over 1,300 messages
in the Yahoo! financial boards from 1999
to mid-2006. In these messages, Mackey hid
behind an alias (“rahodeb”) and trumpeted
Whole Foods while trashing Wild Oats.
What gets measured,gets manufactured.
Buzz doesn’t create evangelists.
Evangelists create buzz.
All Products.All Channels.
SOURCE: http://www.flickr.com/photos/churl/318665120/
All Content.All Channels.
search.twitter.com #cpc
Kelley Woodland
Being “agnostic” about
the media platform.
“In the end, we may be in love
with books, but it’s words that
have truly won our hearts.”
Jeff GomezPRINT IS DEAD (2007)
Jeff GomezPRINT IS DEAD (2007)
“It’s words that whisper into our
ear and transform us, that make
us believe in other worlds or
new emotions we didn’t know
existed.”
Jeff GomezPRINT IS DEAD (2007)
“It’s words that keep us
company
in those planes, on subways
trains,
or our comfy couches.”
Jeff GomezPRINT IS DEAD (2007)
“It’s words, not books, paper,
papyrus, or vellum pages that
transform our lives.”
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SOURCE: http://flickr.com/photos/konaboy/176460812/
Social MediaSocial MediaStaying Afloat inStaying Afloat inStaying Afloat in
John Moore
Questions?
