; Social Media - Blogs
Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

Social Media - Blogs

VIEWS: 30 PAGES: 107

  • pg 1
									presents
Blogs and social media

Marketing for the 21st century
Case Studies
    Who should’ve had a blog:




© illuminea 2008. All rights reserved.
    Dell
    • In 2005, Dell didn’t have a blog. But one of
      their customers did…




© illuminea 2008. All rights reserved.
    Dell’s customer strikes back
    • This customer was very upset with Dell’s
      customer service.
    • He wrote about his experience on his blog.
    • So did another blogger, whose post was
      so popular, it led to the creation of a new
      term for Dell…



© illuminea 2008. All rights reserved.
    Dell Hell in Google
    • If you search for Dell Hell in Google, that
      guy’s post is the first result.
    • As a result, Dell got negative press
      coverage in the New York Times and Wall
      Street Journal.




© illuminea 2008. All rights reserved.
© illuminea 2008. All rights reserved.
    Dell couldn’t fight back
    • Dell didn’t have a blog, so they were
      unable to communicate with the angry
      blogosphere.




© illuminea 2008. All rights reserved.
    Result
    • But there was a happy ending. Dell set up
      their own blog.




© illuminea 2008. All rights reserved.
                     Happy ending
    • “In the age of customers empowered by
      blogs and social media, Dell has leapt
      from worst to first." – Jeff Jarvis, Business
      Week
    • First step: Dell dispatched technicians to
      reach out to complaining bloggers and
      solve their problems, earning pleasantly
      surprised buzz in return.

© illuminea 2008. All rights reserved.
Dell’s new blog
                       Measurable results
    • Dell saw a 27 point decrease in negative
      blog posts, from 49 percent at the peak
      of Dell Hell to the current 22 percent.
    • Cost would have been hundreds of
      millions for similar ad campaign.




© illuminea 2008. All rights reserved.
    • Michael Dell: "A company this size is not
      going to be about a couple of people
      coming up with ideas. It's going to be
      about millions of people and harnessing
      the power of those ideas."




© illuminea 2008. All rights reserved.
    Apple lost billions
    • At the hands of bloggers…




© illuminea 2008. All rights reserved.
                         “Applegate”
    • May 2007: “…earlier yesterday technology blog
      Engadget published what it claimed was an
      internal email from Apple that stated the iPhone
      launch would be delayed until October and that
      the Leopard operating system would be delayed
      until January 2008.
      Six minutes after the post, Apple's share value
      had sunk to $103.42, cutting Apple's
      company value by $4bn. - TechCrunch

© illuminea 2008. All rights reserved.
                         “Applegate”

    • “Apple has received formal government
      approval to sell its much-anticipated
      iPhone in the US, just a day after a bogus
      email, dubbed "Applegate", wiped $4bn
      from the company's stock market value.“ -
      Guardian



© illuminea 2008. All rights reserved.
    Target’s not on target




© illuminea 2008. All rights reserved.
    Target PR Nightmare
    • A rep from a non-profit concerned with
      media and marketing’s impact on kids
      writes to Target objecting to the ad on the
      previous slide.




© illuminea 2008. All rights reserved.
    Target’s unfortunate response
    • Target: “unfortunately we are unable to
      respond to your inquiry because Target
      does not participate with non-traditional
      media outlets. This practice is in place to
      allow us to focus on publications that
      reach our core guest.”




© illuminea 2008. All rights reserved.
© illuminea 2008. All rights reserved.
                                         =   PR nightmare




© illuminea 2008. All rights reserved.
    Target PR Nightmare
    • Target was publicly slammed for having
      questionable advertising practices and
      elitist public relations policies.
    • Story was picked up and repeated
      thoughout the blogosphere




© illuminea 2008. All rights reserved.
    Target PR Nightmare
    • Shaping Youth is a small, grass-roots
      organization - that has a blog.
    • Target is #33 in the Fortune 50 - with
      $59 Billion in revenue - but no blog.




© illuminea 2008. All rights reserved.
Video takes down the big guys
    Comcast couch guy
    • From the blog: “A Comcast technician
      came to replace a faulty modem. After
      spending an hour on hold with Comcast's
      central office, he fell asleep on my couch.
      I've been in my apartment for three weeks
      and my internet connection is still non-
      functional. This is my tribute to Comcast,
      their low quality technology and their poor
      customer service.”
© illuminea 2008. All rights reserved.
    Comcast couch guy
    • Number of views on YouTube: 1,181,809
    • See the movie




© illuminea 2008. All rights reserved.
    AOL – cancel my account!
    • Vincent Ferrari wanted to cancel his AOL
      account. It took him 21 minutes of
      frustration to succeed. At one point the
      AOL rep asked 30 year old Ferrari to
      speak to his dad.
    • Unfortunately for AOL, Ferrari recorded
      the conversation and published it on
      YouTube.

© illuminea 2008. All rights reserved.
    AOL – cancel my account!
    • Video covered on MSNBC and elsewhere
    • Number of views on YouTube: 218,391
    • See the movie




© illuminea 2008. All rights reserved.
Blogs and social media have a
       serious impact…
Why blog?     Visualization of the blogosphere



Because you
are already
there.
    And you have no control
    • The reality:




© illuminea 2008. All rights reserved.
© illuminea 2008. All rights reserved.
    Today’s leading brand




                                         Source: Millward Brown’s Brandz




© illuminea 2008. All rights reserved.
    Nature of advantage is shifting
    Google                               The big boys: Coke,
                                         P&G
    $0 on ads                            Decades and billions on
                                         marketing, branding and
                                         advertising




© illuminea 2008. All rights reserved.
The corporate website is
becoming irrelevant
    Irrelevant Corporate Website
    • “But we’re tired of the corporate website and all
      its happy marketing speak, stock photos of
      smart looking dudes or minority women crowded
      around the computer raving about your product,
      the positive press release, the happy customer
      testimonials, the row of executive portraits, the
      donations your corporate made to disaster relief,
      the one-sided view never ends.“ – Jeremiah
      Owyang, Sr. Analyst at Forrester Research:
         Social Computing
© illuminea 2008. All rights reserved.
    The new corporate website
    • Websites are created with customers
    • Unfiltered customer testimonials will
      appear
    • Content will have both negative and
      positive views about your products
    • Your website will be a Community
      Resource


© illuminea 2008. All rights reserved.
    Outcome
    • Customers will make your site the first
      place to go for information, trust will
      increase, you may be able to build better
      products and services with real-time
      customer feedback, and most importantly,
      you’ll be a community resource that will
      help you meet your customer needs faster.
    - Web Strategy: How to evolve your
      irrelevant corporate website
© illuminea 2008. All rights reserved.
What is social media?
    Sites considered social media:
    • Blogs                              • Picture sharing
    • Message boards                       (Photobucket)
    • Forums                             • Podcasts
    • Social networks                    • Vidcasts
      (MySpace or                        • Wikis
      Facebook)                          • Groups
    • Video sharing (You                 • Virtual words or
      Tube)                                communities (Second
                                           life)
© illuminea 2008. All rights reserved.
    Examples




© illuminea 2008. All rights reserved.
    Common traits:
    • Editable
    • Participative
    • Connect people




© illuminea 2008. All rights reserved.
The blogosphere is doubling in size
every 6 months
    Growth of the blogosphere
    • It is now over 60 times bigger than it was 3 years
      ago
    • On average, a new weblog is created every
      second of every day
    • 19.4 million bloggers (55%) are still posting 3
      months after their blogs are created
    • Technorati tracks about 1.2 Million new blog
      posts each day, about 50,000 per hour
    • 34% of large corporations currently have a blog
      solution, 70% plan one by the end of the year

© illuminea 2008. All rights reserved.
“To blog or not to blog?
The answer, simply
enough, is to blog. No
better opportunity exists
to engage in an open
dialog and exchange of
ideas with customers and
potential customers.”
Bob Lutz, Vice Chairman, General
Motors
"If you blog, you exist."
- Shai Agassi, former
Board Member, SAP
What is a blog?
Portmanteau of   Written in
“weblog”         chronological order




 Displayed in             A verb
 reverse
 chronological   From Wikipedia entry for “Blog”
 order           http://en.wikipedia.org/wiki/Blog
Blog Characteristics
    RSS Feeds




© illuminea 2008. All rights reserved.
    Trackbacks
                                         Tells other blogs
                                         you linked to
                                         them, and then
                                         an excerpt of your
                                         post appears with
                                         a link back to
                                         your blog in the
                                         comments
                                         section of their
                                         post that you
                                         linked to




© illuminea 2008. All rights reserved.
    Pingbacks
                                         You get a
                                         notification that
                                         other bloggers
                                         linked to your
                                         blog, and an
                                         excerpt of their
                                         post appears on
                                         your blog with a
                                         link to their blog
                                         (opposite of
                                         trackbacks)




© illuminea 2008. All rights reserved.
    Example of pingback
    • Example:




© illuminea 2008. All rights reserved.
    Comments




© illuminea 2008. All rights reserved.
    Pings
    • Blogs set up to ping send an automatic
      message to tens or hundreds of blog
      directories, telling them you just published
      something new.
    • This not only spreads your blog further,
      but Google is known to follow these blog
      directories, and it helps Google pick up on
      new blogs quickly.
    • Pingomatic.com is an example of a
      pinging service.
© illuminea 2008. All rights reserved.
    Tags
    • Good for search
      engines; gives them
      more info on what the
      post is about
    • Good for Technorati
      blog directory
    • Good for finer
      categorization of
      posts

© illuminea 2008. All rights reserved.
© illuminea 2008. All rights reserved.
    Social Bookmarks
    • Make it easy for
      people to submit
      posts to bookmark
      directories
    • This helps spread the
      word, and if enough
      people “vote” for your
      blog, you can get tons
      of traffic

© illuminea 2008. All rights reserved.
“It’s a new media world that really returns
us to old Main Street ethics. A shopkeeper
within the town builds great relationships
with his/her community members. There’s
an intrinsic understanding that they need
the community as much if not more so than
the community needs the shop. And so the
shopkeeper works hard for the community,
and treats it well.“
- The Participation Ethos
Isn’t it a waste of time?
    Other wastes of time:
    • “Airplanes are interesting toys but of no military
      value.” –Marechal Ferdinand Foch
    • “The wireless music box has no imaginable
      commercial value. Who would pay for a
      message sent to nobody in particular?” –David
      Sarnoff’s associates in response to his urgings
      for investment in the radio in the 1920s.
    • “Who the hell wants to hear actors talk?” --H.M.
      “Harry” Warner, Warner Brothers, 1927.

© illuminea 2008. All rights reserved.
    Benefits: General
    •    Low cost and fast to set up
    •    Transparent and authentic
    •    Information is always up-to-date
    •    Blogging is innovative = you are
         innovative




© illuminea 2008. All rights reserved.
© illuminea 2008. All rights reserved.
    Benefits: Reach
    • Get the right information to the right
      people at the right time.
    • Broad reach via RSS and email
      subscriptions
    • Opening a new marketing channel for
      products and services



© illuminea 2008. All rights reserved.
    Benefits: Financial
    • Test out ideas on the blog before
      development
    • Forrester research: savings from customer
      insights




© illuminea 2008. All rights reserved.
    Benefits: Search Engines
    • Search engines like:
          – Sites that publish fresh content
          – Sites with inbound links
          – Keywords




© illuminea 2008. All rights reserved.
    Benefits: Thought Leadership
    • Position you and your company as thought
      leaders in competitive markets
    • Establish a true, credible voice in the
      marketplace
    • Tim Ferris launched The 4 Hour
      Workweek to New York Times bestseller
      list through blogging


© illuminea 2008. All rights reserved.
    Benefits: Branding
    • Strengthen and promote your brand
    • Give your company a human face
    • Forrester research: increased brand
      visibility
    • Forrester research: reduced impact from
      negative user-generated content, and
      increased sales efficiency


© illuminea 2008. All rights reserved.
Benefits: PR
• Free and controlled news desk
• Damage control!
• Rapid response tool
• Create buzz - give small hints abt. new
  products, generate press interest
• Announce conferences/events
Benefits: Customer Relations
• Customer queries answered leading to
  reduced customer service or technical
  support calls
• Enhance customer loyalty
• Build sense of community
• Turn customers into your sales force
• Reach an active, passionate consumer
  base
• Reach people on their own terms
Benefits: Lead Generation
• Better communication with prospects
• Leverage existing customer base to
  spread your message
• Increased enquiries generated
• A living white paper
• Word of Mouth - 80% of online users
  trust the opinion of a friend or
  acquaintance more than any other
  possible web source
Benefits: Intelligence
• GM's Fastlane Blog’s Bob Lutz, says he
  receives better consumer intelligence from
  reading the comments on his blog than
  those from traditional market research
  channels, like surveys and focus groups.
• Quickly and easily poll your customers
• Get feedback
• Build better products from 2-way
  conversation
When blogs came to the
      rescue…
                                         vs.


    • Johnson&Johnson sues Red Cross over
      use of Red Cross!
    • J&J uses their blog to take the dialogue
      beyond the standard corporate PR, and
      communicates on their blog.




© illuminea 2008. All rights reserved.
© illuminea 2008. All rights reserved.
                                         vs.


    • The result? A large number of comments
      and stories generally providing broad
      support for J&J's point of view. While there
      are negative comments, the blog achieved
      what no other crisis communication's
      vehicle would have delivered.




© illuminea 2008. All rights reserved.
    GM leader in social media
    • GM launched blog in 2005 – Fastlane
    • Written by Vice Chairman
    • 200 years: GM expanding social media
      strategy to include GMNext
    • Isn’t that a waste of time?




© illuminea 2008. All rights reserved.
    GM says yes to SM
    • Forrester compared the results of GM’s
      Fastlane blog to those of a focus group,
      and since a focus group costs about
      $15,000 a month, which works out to
      $180,000 each year, GM has achieved
      similar results via their blog, and saved
      itself $180,000 in cash per year.


© illuminea 2008. All rights reserved.
    GM says yes to SM
    • GM is trying to engage their customers
      one car at a time.
    • Transparency
    • Increases chances of reaching younger
      buyers
    • Profit? Increase of 2.6% in sales
      compared with January last year.


© illuminea 2008. All rights reserved.
It ain’t all rosy…
    Problems with social media
    •    Time
    •    Compliance issues
    •    Untrustworthy member data
    •    50% of blogs abandoned within 90 days
    •    Loss in workplace productivity
    •    Hard to measure success
    •    Need for openness

© illuminea 2008. All rights reserved.
© illuminea 2008. All rights reserved.
    Growing pains: Ford
    • Ford recently released their first social
      media release.
    • Ford’s lawyers did a very unsocial thing
      and stopped some of their most exuberant
      fans from printing up a fan calendar with
      photos of their own Ford cars in it.



© illuminea 2008. All rights reserved.
    Growing pains: Ford
    • “The folks at BMC (Black Mustang Club) automotive forum wanted
      to put together a calendar featuring members’ cars, and print it
      through CafePress. Photos were submitted, the layout was set,
      and… CafePress notifies the site admin that pictures of Ford cars
      cannot be printed. Not just Ford logos, not just Mustang logos, the
      car -as a whole- is a Ford trademark and its image can’t be
      reproduced without permission. So even though Ford has a lineup of
      enthusiasts who want to show off their Ford cars, the company is
      bent on alienating them. ‘Them’ being some of the most loyal
      owners and future buyers that they have. Or rather, that they had,
      because many have decided that they will not be doing business
      with Ford again if this matter isn’t resolved.” (From BoingBoing -
      read more there)


© illuminea 2008. All rights reserved.
    • “Ford pulled the spark-plug right outta their
      hearts.” – Todd Defren




© illuminea 2008. All rights reserved.
How do I social?
    How to social
    • Have a personality
    • Don’t be afraid of failure
    • Pick the right social media for your
      audience
    • Make friends
    • Add value to the community
    • Don’t self-promote

© illuminea 2008. All rights reserved.
    How to social (cont)
    •    Be accurate
    •    Be transparent
    •    Be patient
    •    Increase your linkability
    •    Make tagging and bookmarking easy
    •    Help your content travel


© illuminea 2008. All rights reserved.
Social Media Trends
    Fatigue
    • The average amount of time each user
      spends on social networking sites has
      fallen by 14% over the last four months
      (ComScore)




© illuminea 2008. All rights reserved.
© illuminea 2008. All rights reserved.
    Fads
    • MySpace > Facebook > Twitter >
      Friendfeed > ?




© illuminea 2008. All rights reserved.
Microblogging/Lifestreams
© illuminea 2008. All rights reserved.
    Who’s on twitter
    •    Carnival Cruise lines
    •    Intel Software
    •    Adaptive Path
    •    PodTech Network
    •    Hillary Clinton
    •    Barack Obama


© illuminea 2008. All rights reserved.
    Ways to use twitter
    •       Personal Branding            •   Notify your customers
    •       Get feedback                 •   Event updates
    •       Hire people                  •   Find prospects
    •       Direct traffic               •   Provide live coverage
    •       Read news                    •   Set up meetings
    •       Network                      •   Support your social
    •       Company intranet                 media strategy – get
                                             votes for articles, etc.


© illuminea 2008. All rights reserved.
Reputation Management

What happens when you google
        your name?
    The web is the network
    • To end off, I suggest you watch this video
      on what the new web is all about – it is
      about us, and we are creating it.
    • The Machine is Us/ing Us




© illuminea 2008. All rights reserved.
"To find something comparable, you
have to go back 500 years to the
printing press, the birth of mass
media...Technology is shifting power
away from the editors, the publishers,
the establishment, the media elite.
Now it's the people who are taking
control." Rupert Murdoch, quoted in
Wired, July 2006.
    About illuminea
    • illuminea provides online marketing services,
      including website and blog design, development
      and strategy; and social media strategy
      development and consulting services.
    • illuminea also gives courses on the subject of
      blogging and social media, and other marketing
      topics.
    • Learn more on illuminea.com – and read our
      blog at illuminea.com/blog.

© illuminea 2008. All rights reserved.
    Thank you!
  www.illuminea.com
mschwab@illuminea.com
    Also see us at:
  WordPressGarage
      israelplug
        Twitter
       facebook

								
To top
;