get networked
Post on 12-Sep-2014
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Why are brands leveraging social media during these economic times? And what tactics are leading the pack? In this webinar, we talk about the affordable and effective way to connect with consumers, and how to start a dialogue with your most active brand advocates. Klay Huddleston will teach you how to leverage the voice of the consumer to get messages carried further than ad impressions. Are you ready to network?TRANSCRIPT
COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.
Get Networked: Why Social Media is Crucial for Your Brand’s Success Right Now
Presented by Resource Interactive
May 27, 2009
“The future is here. It’s just not widely distributed yet.”
— William Gibson, Author
digital footprint
agenda
• The New Consumer Journey
• Social Media Drives Commerce
• Get Networked
• What’s Next
THE NEW CONSUMER JOURNEY
AWARENESS CONSIDERATION SELECTION LOYALTY
Friends & Neighbors
Mass Media
message
Storestaff
At shelf/on pack
messaging
Impact of traditional brand communications at the onset of the consumer purchase journey is decreasing
PURCHASE
LISTEN & LEARN
BUILD AWARENESS
FACILITATE PARTICIPATION
SUPPORT PURCHASE
REENGAGE & EMPOWER
Searchresult
Facebookpage Mobile
Web site
Storevisit
Facebookfan page
Ratings&
reviews
a new consumer journey
shopping gets more social as everything gets more social
49% of US connected consumers say they made a purchase based on a recommendation through social media. — eMarketer Social Networks: five consumer trends for 2009
Social network users projection
80M
115M
2008 2013
shopping gets more social as everything gets more social
STATE OF RETAILING ONLINE 2009:
Amongst retailers that are reducing spending, 56% are cutting spending on search engine marketing, while only 24% will cut their social media marketing budget.
Amongst retailers that are performing well, 60% will increase spending in social media marketing.— Source: “The State of Retailing Online 2009,” a Shop.org study
shopping gets more social as everything gets more social
82% of US college students used the Facebook social networking site in 2008. — Anderson Analytics, “2009 US College Student Report,” December 1, 2008
Nearly 10% of users worldwide use social network profiles to “Promote a brand.” — Universal McCann, “When Did we Start Trusting Strangers?,” September 2008
There were nearly 116 million US user-generated content consumers in 2008, and 82.5 million content creators. Both numbers are set to climb significantly by 2013. — eMarketer, February 2009
Mobile social networking is growing, thanks to devices such as the iPhone, that provide a better user experience. — Debra Aho Williams, Senior Analyst, eMarketer, February 2009
SOCIAL MEDIA DRIVES COMMERCE
can social media drive commerce?
• Social media continues to evolve as a marketing tool and is poised to be a significant driver of commerce.
• Through this evolution, three major themes have emerged in the use of social media as a marketing medium:
• Research - Insights Gathering
• Engagement - Advertising
• Promotional – Drive Commerce
• We now see brands executing against all three themes, yet typically there is a marked emphasis on one.
…is for On-DemandDelivers accessible, self-directed and instantly gratifying experiences.
…is for PersonalFacilitates meaningful interaction with many markets of one.
…is for EngagingDeepens attachment through relevant emotional experiences.
…is for NetworkedTaps the exponential potential of individual consumers and online niche communities.
an open brandFacilitates Relevant Customer Experiences
Harley Davidson
REIPromotion for
free shipping is embedded in the
discussion stream and deep links to products
(1) URL in the discussion stream deep links to
relevant content on the YouTube channel
(2) Video is designed with integrated product
assortment. Rollover state provides
more product info
(3) From the video, you can click out directly to the assortment page on the REI eComm site and
purchase
REI
dwell
SeaWorld San Antonio
The Limited
(VS PINK Facebook Fan Page) (Victoria’s Secret eComm site)(PINK Nation Registration Page) (VS PINK Microsite)
$$
Victoria’s Secret PINK
$$
Direct links to promoted items Links to new product introductions
(Victoria’s Secret eComm site) (Victoria’s Secret eComm site)
(VS PINK Microsite)
(VS PINK Facebook Fan Page)(VS PINK Facebook Fan Page)
$$
Victoria’s Secret PINK
$$
(VS PINK Facebook Fan Page) (VS PINK Facebook EVENTS tab on Fan Page) (On-campus event)
fans can learn about upcoming events,
RSVP, invite friends, see past events, etc.
On-Campus Events
Victoria’s Secret PINK
GET NETWORKED
Micro blogging
3D Niche Networks
M-Commerce
User Customized Apps
Social Navigation
Social commerce
TODAY FUTURE/EMERGING
YESTERDAY
Blogs
Social Networking
Mobile
Widget
Social Bookmarking
Multi-channel commerce
Letter from CEO/Pres
Hanging out at mall
Pay Phones
Off the shelf software
Search
eCommerce
marketing evolution
get started
• Identify team
• Listen & learn
• Define strategy & plan
• Develop voice, tone & guidelines
• Execute & Measure
WHAT’S NEXT: AN ENVISIONED FUTURE
Facebook Connect
OpenID
Blurring of social media and m-commerce
what’s next?
dialogLet’s talk.
thank you
www.resource.com/icitizen
SPEAKING ENGAGEMENTSMegan [email protected]
PRESSHolly [email protected]