the business of social media

the business ofsocial mediaUniversidade Catolica Portuguesa Formação Avançada em Media SociaisApril 24, 2012

Joel Postman

Copyright 2012 – 2013, Joel Postman & Socialized PR

mailto:[email protected]

http://www.socializedpr.com/

Authenticity

Transparency

Immediacy

Participation

Connection

Sharing

six valuable attributes of social media




what is our social media strategy?what is our microsoft word strategy?




business > communications > social mediabusiness & communications goals drive social media strategy/tactics

business • grow revenue• enter new markets• grow brand equity• rebrand

communications • communicate strategy• generate leads• generate traffic

social media • facebook• twitter• youtube• blogs, communities, etc….




social media marketing sales cycle

Awareness ✔ ✔ ✔Consideration ✔ ✔Preference ✔PurchaseLoyalty ✔ ✔




small business social media investment

• Small businesses now prefer Facebook over Google

• foursquare use has risen from 2% to 9% in past year

• 6.6% have offered a “daily deal” using Groupon, with 13% planning to do so

• 72% spend less than $5000 annually on social media marketing




fortune 500 social media investment

http://www.advisorone.com/2011/11/15/fortune-500-companies-slow-down-social-media-adopt

• 114 companies had a corporate blog, down from 116 in 2010

• 62% of Fortune 500 firms have a Twitter account, up 2% from 2010

• 58% have a Facebook page




internet trends in portugal




têm acesso à internet

formas de utilização de internet

Carat MRA – Media Regular Analysis, October 2011Copyright 2012 – 2013, Joel Postman & Socialized PR



perfil do utilizador internet

Carat MRA – Media Regular Analysis, October 2011Copyright 2012 – 2013, Joel Postman & Socialized PR



produtos/serviços que já adquiriram na internet

Carat MRA – Media Regular Analysis, October 2011




top 20domínios na internet

Carat MRA – Media Regular Analysis, October 2011




a few of portugal’s web 2.0 startups

See http://pt.bloguite.com/ for more portuguese web 2.0 startups

mashmush: music mashups guestcentric: revenue generation and booking engine for hotels

groopi.es: product advice sharing

weduc: community education platform tuaZona: social review weebiz: sharing business opportunities


http://pt.bloguite.com/



portugal’stop 10

facebook pages

http://fbrankpt.com/Copyright 2012 – 2013, Joel Postman & Socialized PR



world’stop 10

facebook pages2011

http://www.facebook.com/pages/Top-100-Most-Popular-Fac%E1%BA%BBbook-Pages-In-The-World-2011/165408200173753Copyright 2012 – 2013, Joel Postman & Socialized PR



social network valuations baffle some

• Facebook valued at $70B - $100B, IPO near− Microsoft’s $250M investment valued the

firm at $15B in 2007− Acquired Instagram for $1B

• Twitter $10B− Biz Stone says no to $5B in Nov. 2010




how much are you worth?

http://www.huffingtonpost.com/2012/04/12/the-value-of-tweets-status-update-yelp-reviews_n_1420598.html Copyright 2012 – 2013, Joel Postman & Socialized PR



how many users make a $10b network?

http://www.huffingtonpost.com/2012/04/12/the-value-of-tweets-status-update-yelp-reviews_n_1420598.html Copyright 2012 – 2013, Joel Postman & Socialized PR



from $580M to marginal relevance

• 2005: News Corp. buys MySpace for $580M, loses money consistently on dropping search and ad revenue

• June 2009: 720 jobs cut globally• Sept. 2010: Twitter surpassed MySpace in unique visitors

to become the No. 3 social network. Twitter grew 76%, MySpace declined 17% from the previous year

• Jan. 2011: 500 jobs cut, 47% of workforce• Feb. 2011: News Corp. puts MySpace up for sale• Graphical anarchy, lack of relevance, no longer the “cool”

network, though musicians still very favorable




social mediacase studies

Universidade Catolica Portuguesa Formação Avançada em Media SociaisApril 24, 2012

Joel Postman




• Flashmob Christmas 2009 Lisbon Airport, posted to YouTube, continuation of 2005 rebranding, competing with lower cost airlines

• 2010 TAP pilots post negatively on personal pages. TAP announces ethics training for employees and creates own page to respond

• Facebook page became information hub for customers and families when Icelandic volcano closed European airspace

• Tap has used social media to improve image, compete, help customers and deal with pilots’ complaints

tap portugal




• Skilled amateurs invited to audition for next Ronaldo commercial via BES web site

• Videos posted on YouTube, and Facebook, shared through other social media

• Merged “real-life” customers and fans with BES’ online world

• Capitalized on popularity of Ronaldo

banco espírito santomake a commercialwith ronaldo (2010)




baskin robbins’ borderless destinations

Baskin Robbins’ virtual destination




absolut vodka pops-up

• Launch of Absolut micro-site

• Tie-in with Justin Broadbent’s blog

• Via Absolut Canada website

• A Facebook profile page acting as an event teaser

• Twitter account @absolutcanada




coca-cola face look

• Campaign in Israel using Facebook face recognition technology

• Campaign is called Face Look • Users log in to any of the machines that

Coke placed around theme parks using their face as ID, and then use Facebook profile to engage in the real world




clorox green works“army of advocates”• Clorox offered a $3 off coupon for

visiting the Facebook page; raised intent to purchase 7%

• Record breaking engagement rate was later correlated to a 12% increase in brand awareness in a Nielsen study

• More than 20,000 fans submitted comments and voted for charitable causes as well

• Over 33% of Clorox’s Facebook visitors for 2010 can be directly linked to this




nike football: connectingwith fans

• Three-minute film, first available to fans of Nike Football on Facebook

• Goal: father & son watch game, father says he likes the video, son says he already saw it and posted it on Facebook

• Over 11M Likes on Facebook• Over 172K active conversations

about Nike Football




american airlines: deal 30• 30th anniversary, win 30K miles, 30 partner deals

and promotions over 30 weekdays• Microsite promoted a new daily partner deal or

promotion • Participants register their AAdvantage number,

tweet the #Deal30 hashtag and follow the @AAdvantage account to enter for a chance to win 30,000 Aadvantage miles

• In first week, microsite gained nearly 18,000 clicks via Twitter

• The @AAdvantage Twitter account experienced a 70% increase in followers

• Overall, retweets on Twitter increased 43% • Deal 30 microsite garnered more than 27,000

registrationsCopyright 2012 – 2013, Joel Postman & Socialized PR



paramount: buzz & box office results for “super 8”

• Paramount used a single Tweet combined with a Promoted Trend to exclusively announce early screenings a full day in advance of the premiere

• Twitter exclusive sneak previews generated $1 million in box office receipts

• Receipts for the opening weekend surpassed expectations by 52%




cirque du soleil & promotedaccounts• Cirque du Soleil used Twitter’s Promoted Accounts to grow its follower base• Engaged with users in real-time to answer questions about upcoming shows and to get

feedback about past performances• Cirque du Soleil gained on average, over 360 followers per day directly from Promoted

Accounts• During the promotion, it also

gained over 340 followers per day, nearly double the number of followers it gained on a daily basis before Promoted Accounts




cadbury “retweet for sweets”

• Twitter Promoted Account with targeted keywords like chocolate, confectionery, caramel and Wispa

• Used Promoted Tweets in search and in timelines with a link to a video of DJ Paul Oakenfold’s remix of Spandau Ballet’s “Gold”

• With Twitter followers beginning to tweet about Wispa Gold’s return, Cadbury launched a mass awareness campaign with a Promoted Trend using the hashtag #WispaGold

• Promoted Tweets tied to Promoted Trend and offered “Retweet for Sweets” challenge

• Twitter users could win a box of Wispa Gold if Wispa retweeted their completed Tweet: “I love #WispaGold because _____.”

• Promoted Account launch: positive mentions of the chocolate bar increased 116% over the previous day

• Promoted Trend launch: positive mentions of the brand increased 1,800%

• “Reweet for Sweets” challenge from the Promoted Trend had a 25% engagement rate

• Paul Oakenfold’s remix of “Gold” was the most watched in Cadbury’s Keep Singing, Keep TeamGB Pumped video seriesCopyright 2012 – 2013, Joel Postman & Socialized PR



british midland internationalpinterest lottery • A game of numbers and chance • Consumers had to repin BMI

destinations (each was labeled with a number on the BMI boards) to their own boards

• Then, BMI chose six random numbers and the consumer with that combination on their board would win

• More than 3,000 entries in the first two weeks alone




land’s end pin it to win it• Land's End Canvas's holiday season "Pin It

To Win It" campaign asked users to create a Pin It To Win It pinboard

• Pin 10 to 20 images from the Land's End site or repin them from the Land's End Pinterest page

• Email the URL of your pinboard to Land's End for a chance to win a $250 gift cards

• Around 200 boards created for the contest, 10-20 images on average

• Land's End merchandise images and links injected into the Pinterest feed at no cost to Land’s End




kotex: “the first real pinterest marketing campaign”

• Kotex sent out 50 custom gift boxes to women on Pinterest

• Women who received the gifts posted about them on Pinterest, Facebook, Twitter, and Instagram

• Saw over 2,000 interactions that created close to 695,000 impressions




lufthansa eurovision badge

• Eurovision Song Contest is the world's most viewed non-sporting event (40 participating countries)

• Lufthansa created a special partner badge for the occasion, cross-promoted by Eurovision

• Over 10K around the world unlocked the badge• Lufthansa page now has over 50K followers• Page provided timely reminders of their local

knowledge to travelers & fans worldwide




MTV’s gym tan laundry (gtl) &video music awards badges

• MTV launched a brand page and unique badge campaigns, connecting the most popular shows & events to real world people

• MTV has the most popular foursquare page, over 250K fans

• Over 12,000 users unlocked the GTL badge; 10,000 unlocked the Video Music Awards Moonman badge in under two weeks

• MTV's most popular reality stars use their foursquare badge page to leave Tips in places relevant to their characters




mcdonald’s foursquare day• McDonald's also hosted a one-day check-in

campaign• Randomly selected 100 people who checked in

to receive $5 & $10 gift cards• Check-ins up 33% from the previous day (on

day of campaign)• Check-ins remained high during the following

week, 40% increase• Campaign resulted in 50+ articles & blog posts• Over 600,000 new fans and followers• 99% positive feedback




best buy: blueshirtnation

• Blue Shirt Nation, sponsored by company, outside the firewall

• A community of people with a common interest sharing knowledge, best practices, frustrations, aspirations and jokes.

• Within a year 20,000 signed up. All have come to the site from referrals or through word of mouth.

• Among younger employees, Best Buy had a 30 % increase in people signing up for 401(k) retirement accounts.




summary: effective social media

• Consumers become part of the brand• Often uses multiple media• Unique content/access• Rewards• Delivers business and social results• Tied back to business and

communications strategy




[email protected] facebook/postman@jpostman




the business of social media

Business

Transcript of the business of social media