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021c1919 Social Media For All

021c communication concepts
021c communication concepts

1) Interactive marketing and social media is changing the marketing, communication, and media landscapes as traditional methods become less effective. 2) To adapt, brands must have a strong voice and message across all platforms as part of an overall marketing strategy, and engage in conversations on social media to build connections with their target audience. 3) Social media allows more direct engagement with customers and can replace some traditional PR if used to start and participate in discussions about the brand.

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Interactive Media-Social media-branding A general introduction from 1919/021c 1919/021c
intro - and its really only an intro Interactive marketing & Social Media has more facets to it and can hardly be explained by Pushing paper-But: We try! The marketing landscape is changing The communication landscape is changing The media landscape is changing The big question concerning future marketing activities is How can I sustain my core brand values in a changing environment where tried and trusted methods are becoming ineffective? Lets turn to Charles Darwin for an answer: It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change. 1919/021c
Interactive marketing-social media Social media and the currently existing platforms are NOT a strategy A strong, defined and targeted brand voice is mandatory in any media/marketing approach Interactive Marketing/Social Media has to be part of an overall campaign Facebook/twitter/youtube/ and the likes are are examples for potential platforms and tactics, and the players could change any time your marketing strategy and messaging has to work across all platforms Brands engaging in new marketing activities have to examine their Interactive Marketing/Social Media programs to reach their target group, ROI, campaign fit The same way you would look at a print publication, deciding if its right for your target audience or not Ad campaigns are NOT developed for ONE magazine/outlet - they are developed with BRAND STRATEGY, MESSAGE & REACH in mind - Interactive Marketing/Social Media should be treated the same way Those rules apply always - anywhere. 1919/021c
Interactive marketing-social media Interactive Marketing/Social Media does not replace a marketing campaign or other platforms/tools/tactics Social media is another platform to give your target group more insight, a bonding opportunity with your brand A chance to showcase more of your core brand values and deepen existing ties/loyalties A chance to be part of the conversation: Your target group is already having a conversation & they are talking about YOU! If you dont join the conversation or even better - lead the conversation, you will lose the connection to your target group and eventually your brand following. To gain control means to be part of the conversation - proactive from the beginning Own your good name Continue to nurture your brand image in the new environment Install Control: 損 by monitoring & responding & interacting Losing Control: 損 by not participating 1919/021c
Interactive marketing/social media Social media will and has in part already replaced PR Common understanding is - the classic press release is going to be obsolete in 18 months Classic PR work will be more and more obsolete, since more and more outlets targeted by traditional PR will cease to exist Social media offers PR the unique chance to reinvent itself and get a do-over with a fresher more believable tone - including Direct access to the target group WITHOUT the media filter Social Media makes for more effective Public Relations and all innovative leaders are redirecting corporate communications and PR efforts towards Social Media as a primary platform Lets take a look at Unilevers CMOs 5 rules developed with AdAge (Unilever has completely changed its approach and restructured departments, see next page) 1919/021c Sources: mashable, adweek, brandbuilder, fast company nielsen, peter shankman
Brands aren't simply brands anymore. They are the center of a maelstrom of social and political dialogue made possible by digital media "Brands are now becoming conversation factors where academics, celebrities, experts and key opinion formers discussing emotional and functional issues" and "of course, the conversation is no longer one way or 30 seconds. ... Unilever Chief Marketing Officer Simon Clift 1919/021c
1919/021c Advertising Age, April 13, 2009
Interactive Marketing-Direct Marketing-CRM Social Media is a place where your target audience congregates and finds you no need to buy lists In Social Media your target audience becomes your follower no need to ask for opt ins In Social Media you create an ongoing dialog not just a one-time message-response scenario With Social Media you can build your brand, foster brand recognition and receive long term dividends its not just a one-time promotional program Social Media is more cost efficient than traditional direct marketing (unless a direct sale is your goal) 1919/021c
Some(d) Random Facts Germany: Social networks are the fastest growing applications #4 of all Internet use Growth in usage 38% Overall growth of users 39% 51% users in social networks Global: 67% of all users are in social networks (leading: Brazil, Italy; last: Germany) 1919/021c Source: Nielsen, March 2009
The Last Word: Nielsen 1919/021c The Global Online Media Landscape - Nielsen, April 2009
The Paradigm Shift in Advertising State of the union - the common advertising platforms 1919/021c
Newspapers 23% population growth - newspaper circulation dropped 20% San Francisco Chronicle bankrupt Philadelphia Media Holdings bankrupt New York Times is nearly bankrupt and $400 million in debt Reader conversion from paid print to paid Internet is not working Paid subscriber models did not work and advertising revenues are down Daily News Brian Tierney If you build it, they will come does not work - Free content and rely on advertising does not work. 1919/021c
Magazines 2008: Newsstand sales dropped by 12% 2009: Gross ad pages declined by 22% Magazines have cut print page count significantly Some of the casualties - overall 572 closed in 2008/2009 so far (Source: Folio) Cond辿 Nasts Domino House & Garden Cosmo Girl Portfolio O Home Country Home Vogue Man/Girl Cottage Living Plenty Town & Country Travel 1919/021c
TV landscape CBS/ ABC/ NBC audience shrank on average by 10% The clear trend is the shrinking of a mass audience Cuts in programming/production, but more expensive ad price: 1986 = $8 2008 = $22 2009 = $32 DVR in 20% of households Software like Tivo, DVR and Boxee cut ads out of programming Hulu offers NBC/ Fox/ABC and Viacom for free 1919/021c
The current platforms & target groups Example/short preview: Twitter 1919/021c
Twitter Facts 1919/021c
Twitter Facts 1919/021c 71% of all twitter use is professional imedia connection, Rodney Rumford, twittervers, April 2009
Twitter facts 1919/021c twitter users are older, more educated, mainly white, tech interested and 28% have over 100K HHI
Twitter facts 1919/021c 損 17.6% of Twitters downstream traffic goes to entertainment websites, 10% of goes to News and Media websites, 14.6% goes to social networks, 6.6% to blogs and finally 4.5% to online retailers. twitter offers you the best chance to direct purposeful traffic twitter business kit
Listen to what they say: Consumers and customers will voice their opinion, support or inspired you The fastest and most direct way to insights Immediate feedback on planned campaigns, products, early enough to adapt or change communication Direct control over negative input - via an open and direct, publicly viewable answer If you listen they will listen, and communicate and further distribute your message - becoming your personal brand ambassadors . 1919/021c
Copyright 1919/021c, New York 2009 - [email_address] / - [email_address] 1919/021c Please talk to us if you have further questions. We have made it our specialty to guide established international blue chip brands into a new area of global interactive marketing & social media. We are here to help .

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021c1919 Social Media For All

  • 1. Interactive Media-Social media-branding A general introduction from 1919/021c 1919/021c
  • 2. intro - and its really only an intro Interactive marketing & Social Media has more facets to it and can hardly be explained by Pushing paper-But: We try! The marketing landscape is changing The communication landscape is changing The media landscape is changing The big question concerning future marketing activities is How can I sustain my core brand values in a changing environment where tried and trusted methods are becoming ineffective? Lets turn to Charles Darwin for an answer: It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change. 1919/021c
  • 3. Interactive marketing-social media Social media and the currently existing platforms are NOT a strategy A strong, defined and targeted brand voice is mandatory in any media/marketing approach Interactive Marketing/Social Media has to be part of an overall campaign Facebook/twitter/youtube/ and the likes are are examples for potential platforms and tactics, and the players could change any time your marketing strategy and messaging has to work across all platforms Brands engaging in new marketing activities have to examine their Interactive Marketing/Social Media programs to reach their target group, ROI, campaign fit The same way you would look at a print publication, deciding if its right for your target audience or not Ad campaigns are NOT developed for ONE magazine/outlet - they are developed with BRAND STRATEGY, MESSAGE & REACH in mind - Interactive Marketing/Social Media should be treated the same way Those rules apply always - anywhere. 1919/021c
  • 4. Interactive marketing-social media Interactive Marketing/Social Media does not replace a marketing campaign or other platforms/tools/tactics Social media is another platform to give your target group more insight, a bonding opportunity with your brand A chance to showcase more of your core brand values and deepen existing ties/loyalties A chance to be part of the conversation: Your target group is already having a conversation & they are talking about YOU! If you dont join the conversation or even better - lead the conversation, you will lose the connection to your target group and eventually your brand following. To gain control means to be part of the conversation - proactive from the beginning Own your good name Continue to nurture your brand image in the new environment Install Control: 損 by monitoring & responding & interacting Losing Control: 損 by not participating 1919/021c
  • 5. Interactive marketing/social media Social media will and has in part already replaced PR Common understanding is - the classic press release is going to be obsolete in 18 months Classic PR work will be more and more obsolete, since more and more outlets targeted by traditional PR will cease to exist Social media offers PR the unique chance to reinvent itself and get a do-over with a fresher more believable tone - including Direct access to the target group WITHOUT the media filter Social Media makes for more effective Public Relations and all innovative leaders are redirecting corporate communications and PR efforts towards Social Media as a primary platform Lets take a look at Unilevers CMOs 5 rules developed with AdAge (Unilever has completely changed its approach and restructured departments, see next page) 1919/021c Sources: mashable, adweek, brandbuilder, fast company nielsen, peter shankman
  • 6. Brands aren't simply brands anymore. They are the center of a maelstrom of social and political dialogue made possible by digital media "Brands are now becoming conversation factors where academics, celebrities, experts and key opinion formers discussing emotional and functional issues" and "of course, the conversation is no longer one way or 30 seconds. ... Unilever Chief Marketing Officer Simon Clift 1919/021c
  • 7. 1919/021c Advertising Age, April 13, 2009
  • 8. Interactive Marketing-Direct Marketing-CRM Social Media is a place where your target audience congregates and finds you no need to buy lists In Social Media your target audience becomes your follower no need to ask for opt ins In Social Media you create an ongoing dialog not just a one-time message-response scenario With Social Media you can build your brand, foster brand recognition and receive long term dividends its not just a one-time promotional program Social Media is more cost efficient than traditional direct marketing (unless a direct sale is your goal) 1919/021c
  • 9. Some(d) Random Facts Germany: Social networks are the fastest growing applications #4 of all Internet use Growth in usage 38% Overall growth of users 39% 51% users in social networks Global: 67% of all users are in social networks (leading: Brazil, Italy; last: Germany) 1919/021c Source: Nielsen, March 2009
  • 10. The Last Word: Nielsen 1919/021c The Global Online Media Landscape - Nielsen, April 2009
  • 11. The Paradigm Shift in Advertising State of the union - the common advertising platforms 1919/021c
  • 12. Newspapers 23% population growth - newspaper circulation dropped 20% San Francisco Chronicle bankrupt Philadelphia Media Holdings bankrupt New York Times is nearly bankrupt and $400 million in debt Reader conversion from paid print to paid Internet is not working Paid subscriber models did not work and advertising revenues are down Daily News Brian Tierney If you build it, they will come does not work - Free content and rely on advertising does not work. 1919/021c
  • 13. Magazines 2008: Newsstand sales dropped by 12% 2009: Gross ad pages declined by 22% Magazines have cut print page count significantly Some of the casualties - overall 572 closed in 2008/2009 so far (Source: Folio) Cond辿 Nasts Domino House & Garden Cosmo Girl Portfolio O Home Country Home Vogue Man/Girl Cottage Living Plenty Town & Country Travel 1919/021c
  • 14. TV landscape CBS/ ABC/ NBC audience shrank on average by 10% The clear trend is the shrinking of a mass audience Cuts in programming/production, but more expensive ad price: 1986 = $8 2008 = $22 2009 = $32 DVR in 20% of households Software like Tivo, DVR and Boxee cut ads out of programming Hulu offers NBC/ Fox/ABC and Viacom for free 1919/021c
  • 15. The current platforms & target groups Example/short preview: Twitter 1919/021c
  • 17. Twitter Facts 1919/021c 71% of all twitter use is professional imedia connection, Rodney Rumford, twittervers, April 2009
  • 18. Twitter facts 1919/021c twitter users are older, more educated, mainly white, tech interested and 28% have over 100K HHI
  • 19. Twitter facts 1919/021c 損 17.6% of Twitters downstream traffic goes to entertainment websites, 10% of goes to News and Media websites, 14.6% goes to social networks, 6.6% to blogs and finally 4.5% to online retailers. twitter offers you the best chance to direct purposeful traffic twitter business kit
  • 20. Listen to what they say: Consumers and customers will voice their opinion, support or inspired you The fastest and most direct way to insights Immediate feedback on planned campaigns, products, early enough to adapt or change communication Direct control over negative input - via an open and direct, publicly viewable answer If you listen they will listen, and communicate and further distribute your message - becoming your personal brand ambassadors . 1919/021c
  • 21. Copyright 1919/021c, New York 2009 - [email_address] / - [email_address] 1919/021c Please talk to us if you have further questions. We have made it our specialty to guide established international blue chip brands into a new area of global interactive marketing & social media. We are here to help .