2. Driving Awareness and Engagement through
Social Media
OUTLINE
 The Current Landscape
 The evolution from one-way to two-way communication
 Stats and Facts
 How do we track the impact of discussion?
 Haiti… Social Media Exemplified
 Case Study
 CH Canada aka Columbia House
 10 Keys to Social Media Success
 The Approach
 How do we want Clients to get involved in Social Media?
 What is our approach to Clients who ask about Social Media?

3. Traditional Engagement Model
The institutions traditionally defined and
controlled the Brand.
But traditional marketers are realizing that product sales were not
necessarily the result of messaging from the marketers to the
consumer….

4. New Paradigms
Traditional SOCIAL NETWORKING
Conversations Digital Conversations Visit My Facebook
Profile
Search for Reviews I
Wrote
Read My Tweets
Read My Blog
Participate in a
Community
Conversation
Ask Me Directly
The game is changing…social computing has made it easier to amplify
conversation and influence…..

5. Access Proliferation has put Consumers in
Control of How, When and What Kind of Media
they Consume
• Video games • Radio • Satellite Radio
• Email • DVD • TiVo (Starhub PVR)
• XBox LIVE • Ring Tones • Video On-Demand
• Websites • TV • Newspapers
• IM • Blogs • Podcasting
• Search • Magazines • Cell Phone

6. The Digital Evolution
Old Media
Reach
Mass Media Niche Media
Source: Darwin Day Conference, Google

7. The Digital Evolution
New Media
Reach
Mass Media Niche Media
Source: Darwin Day Conference, Google

8. In the Beginning…. The Web 2.0 Evolution

9. The Growth of Social Media is Astounding
o Nearly 2/3 of Active Internet Users have joined
a social networking site
o Youtube is now the 2nd largest search engine in
the world. .In the span of 4 minutes, 100 hours of There are now an
video will be uploaded to Youtube. estimate 625
million active
o 64.1% of Active Internet Users spend time internet users,
managing their profiles one in thirteen of
o There are over 200,000 blogs all humans and
o Blogging has reached near saturation point with one in three
71% actively reading blogs internet users.
o The emergency of Twitter at 44.5 MM users
worldwide has made sharing and collaboration
more efficient
o Social Media is going Mobile. 17% of Active
Internet Users access the Web on the move
Universal McCann Wave 4 Study, March 2009

10. Canadians Are Using Social Media
84% of Canadians are active on Social
Networks spending an average of 6 hours
per month
Facebook: 1 in 6
Canadians are on
16mm, or 64%, of Canadians now visit blogs Facebook
Blogs “grew” 7% in 2007, against an index
of 4% for Internet growth.
89% of Canadians each watched 114.5 Toronto represents the 7th
largest Twitter Population
videos totalling 385mins …in
comparison to just 77% of U.S. residents
who watched 72 videos each
YouTube was the destination of choice for
57% of Canadians who watched 68 videos
totaling 180 mins per month.
Sources: 1) IBM 2008 Digital Consumer Study 2) Universal McCann Wave 3 a study in 2008 across 17,000
respondents from 29 countries

11. Social Media Penetrates all Facets of Life
Over 50% of the world’s population is
Some universities have
under 30 years old stopped distributing email
accounts….instead they
Kindle e-Books outsold are distributing eReaders,
paper books at iPads and Tablets
Christmastime
Social media has overtaken
24 out of 25 of the largest newspapers
are experiencing record declines in pornography as the #1 web
circulation activity
96% of Millenials have joined 1 out of 8 married couples
social networks met via social media
80% of companies use social
media for recruitment… of iPhone application
these 90% use LinkedIn downloads hit 1 billion
in 9 months
Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh

12. Facebook Facts
The fastest growing
Facebook tops Google for weekly segment on
traffic in the US Facebook is 55-65
year old females
If Facebook were a
country it would be
third largest behind
China and India
60 million status 50% of the mobile
updates happen on internet traffic in the
Facebook daily UK is for Facebook
Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh

13. How long does it take to reach 50 million
users?
TV: 13 years
Radio: 38 years
Internet:
4 years
iPod: 3 years
Facebook added 200 million
users in less than a year
Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh

14. Social Media is Impacting Corporate Messaging
34% of bloggers post opinion
about products and brands
78% of consumers
trust peer
recommendations
Only 14% trust advertisements
90% of people skip ads via
TIVO or DVR
Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh

15. News Travels Fast… Search and Social are
interconnected
Increasingly,
product quality and
what a brand stands
for is determined by
Google

16. A Personal Story
My defining moment in social media occurred in January 2006th

17. Social Media is changing our world…meet
Generation C.
The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities.

18. Cluetrain Manifesto
A radical change has occurred in the
World of advertising and marketing
Consumers are listening less and
less…Interruptive Marketing has
seen its day.
The Audience is Creating…The Audience is Selecting…. The
Audience is Changing…and as a result the audience is telling
brands……

19. Cluetrain Manifesto
A radical change has occurred in the
World of advertising and marketing
Consumers are listening less and
less…Interruptive Marketing has
seen its day.
The Audience is Creating…The Audience is Selecting…. The
Audience is Changing…and as a result the audience is telling
brands……
“You want us to pay? We want you to pay attention. ”

20. Cluetrain Manifesto
A radical change has occurred in the
World of advertising and marketing
Consumers are listening less and
less…Interruptive Marketing has
seen its day.
The Audience is Creating…The Audience is Selecting…. The
Audience is Changing…and as a result the audience is telling
brands……
“You want us to pay? We want you to pay attention. ”
“ The Internet has become a place where people could talk to
other people without constraint. Without filters or censorship or
official sanction — and perhaps most significantly, without
advertising ”

21. Cluetrain Manifesto
A radical change has occurred in the
World of advertising and marketing
Consumers are listening less and
less…Interruptive Marketing has
seen its day.
The Audience is Creating…The Audience is Selecting…. The
Audience is Changing…and as a result the audience is telling
brands……
“You want us to pay? We want you to pay attention. ”
“ The Internet has become a place where people could talk to
other people without constraint. Without filters or censorship or
official sanction — and perhaps most significantly, without
advertising ”
“Don't talk to us as if you've forgotten how to
speak. Don't make us feel small. Remind us to be
larger. Get a little of that human touch. ”

22. Social Media Engagement Model
A distinct opportunity in the Canadian
marketplace is created for companies who can
act as brand stewards …
… and influence consumer
perceptions, attitudes and
behaviours to create brand
advocates

23. Leverage the Power of the Social Influencer
Mass Marketing Social Marketing

24. Social Media is Measurable
Reach Engagement & Influence
o Website visits / views o Sentiment of reviews/comments
o volume of reviews/comments o Brand affinity
o Incoming links o Commenter authority/influence
o Time spent
Action & Insight o Favourites / Friends / Fans
o Sales inquiries o Viral forwards
o New business o Number of downloads
o Customer Satisfaction / loyalty
o Marketing efficiency
Source: The Digital Influence Group, Measuring the Influence of Social Media

25. Social Media is a Complement to all Other
Media
Bought Owned
Earned Media
Media Media
The media we pay The media we The media
for create and own consumers create
Time and Effect Exponentially Increases

26. HAITI… Social Media Exemplified
“Scope of disaster quickly assessed, relief efforts
coordinated in cyberspace”
“If the earthquake had struck 20 years
ago, Haiti would have been a black hole
with an anxious outside waiting for days if
not weeks to realise the scale of the
devastation and the scope of what could
be done to help the victims. And it would
have been far too late by then.
Globe & Mail, Canada
Source: nationalmultimedia.com 2010/01/17

27. HAITI Topic Cloud

28. HAITI Conversations Jan 11- 18 totalled 1.2
Million Posts
At the peak of the crisis January12 – 17, daily posts averaged over 181,000

29. HAITI: The World is Responding in a Whole
New Way
• Newsgroups are counting on Facebook and Twitter updates to get immediate
pictures of what happened.
• Relief efforts, collective efforts and communications are happening in
cyberspace
• Relatives and friends and citizen reporters have been using new media to
get stories out of the disaster zone.
• Twitter posts appeared within seconds of the quake
• Photos on Twitpic and Flickr appeared almost instantaneously
• Messages of condolences were everywhere on the internet
….all this despite the fact that only 10% of Haiti’s 9 Million
population have access to the internet

30. HAITI: The Stats
• 3% of all blog posts contain news about • Salvation Army has been using
the quake or relief efforts Facebook and Skype to communicate
• Twitter account for the Red Cross with teams on the ground.
gained more than 10,000 followers • Facebook has posted 1500 status
during the crisis. updates per minute related to Haiti
• Friday in the US, Red Cross tweeted since the quake
more than US$8 MM raised by people • Wyclef Jen, Haitian musician has been
texting HAITI to 90999 using Twitter to appeal to 1.3 MM
• Google search for “90999 generates followers for support
more than 48,000 results • Special sites dedicated to news on
Haiti: Wikepedia, Miami Herald,
Huffington Post, CNN’s Voices from
Haiti

31. Case Study: CH Canada
• THE Challenge:
– A revamped model of an established
brand marred by history of deceptive
business practices needed to overcome
this hurdle, and convince customers it
changed before they could hope to drive
to the new model.
• Objective:
– Increase consumer awareness of the
new CH Canada while emphasizing
differentiation from Columbia House
– Shift consumer’s negative perception
The Approach: Identify negative conversations NOW and begin to go
head to head with detractors, clarify misperceptions, eat some crow and
gain some credibility for turning around the business model
Develop Influencer Program: Call on strong advocates for Columbia
House brand to help CH build voice within the forums.

32. Case Study: CH Canada Topic Cloud Change
Topic cloud for CHCanada
from Jan 1 '08 to Jan 1 '09.
Note absence of brand name,
no differentiation.
Topic cloud for CHCanada from
Jan 1 '09 to November 15 '09.
Note the huge difference in
brand name, blu-ray - directly
related to social media
initiatives.

33. 10 KEYS
TO SOCIAL MEDIA
SUCCESS

34. 1. Experiment with Social Media
o Experiment personally before
professionally
o Try a variety of social media tools
o Be yourself, make some friends, and
share

35. 2. Make Social Media Central
o Spend time upfront planning how you
will use social media
o Think POST:
o People
o Objectives
o Strategy
o Technology

36. 3. Listen Before Participating
o Find where your audience is
participating and indentify the
influencers
o Read industry blogs (including
comments)
o Google your company name & your
competition
o Find tools that can help you listen

37. 4. Be Transparent and Honest
o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched their biggest
screw-up's rise to the top 10 of a
Google search
o Admit your mistakes right away

38. 5. Share your Content
o Don’t be afraid to share. Corporations,
like people, need to share information to
get the value out of social media
o Make your content easy to share
o Incorporate tools that promote
sharing:
o Share This, RSS feeds, Email a
friend

39. 6. Be Personable and Act like a Person
o Don't shout. Don't broadcast. Don’t
brag.
o Speak like yourself – not a corporate
marketing shill or press secretary
o Personify your brand – give people
something they can relate to.

40. 7. Contribute in a Meaningful Way
o Think like a contributor, not a marketer
o Consider what is relevant to the
community before contributing
o Don’t promote your product on every
post
o Win friends by promoting other
people’s content if it interests you

41. 8. Learn to Take Criticism
o Don’t try to delete or remove criticism
(it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation
and legitimate solution

42. 9. Be Proactive
o Don’t wait until you have a campaign
to launch - start planning and listening
now
o Build relationships so they’re ready
when you need them

43. 10. Accept you can’t do it all yourself
o You need buy in from everyone in the
organization
o Convince your CEO that social media
is relevant to your organization
o Get your communications team
together, discuss the options, then
divide and conquer

44. The Approach: Building Momentum
Customer conversations
Getting from
us to them
rapidly
Getting Involved:
Online communities
Message Boards
Brand Email lists
Comments on Blogs
Industry Sites
3.
•Ripening
Conditions

45. The Approach: Leverage Social to Drive the
Message
Go To Conversation
Listen
Interact/Communicate
Influence
Create Relationships
Foster Brand Advocacy

46. We listen….
Then become part of the discussions

47. Brand
We listen….
Then become part of the discussions

48. Find the Influencers Brand
Find the most vocal…
Engage with detractors
43

49. Find the Influencers Brand
Find the most vocal…
Engage with detractors
43

50. Who are the Influencers?

51. Who are the Influencers?

52. Who are the Influencers?

53. Control the
Conversation
Be pervasive… be consistent

54. Control the
Conversation
Brand
Be pervasive… be consistent

55. Build advocacy
Brand
Drive traffic and amplify the discussion in your favour
46

56. Build advocacy
Brand
Drive traffic and amplify the discussion in your favour
46

57. How do we want Clients to get involved in
Social Media?
 We want clients to understand that Social Media provides a view into
consumers already talking about their brand and/or consuming their
products. Social provides the raw data about consumer perceptions
about their brand, unfiltered, unedited – true consumer insights without
the moderated interruption.
 Social creates an incremental channel to complement the overall
campaign. It adds significant value across these variables: performance,
brand credibility, consumer engagement, and CRM.
 Therefore, we want clients to:
 Gain insight about consumer perceptions about them, their
competitors and the industry vertical.
 Use these insights to inform their marketing strategies.
 Learn the value of engagement as a strong indicator of the
company’s success.
 Understand that it is better to know what’s being said about their
brand and remain informed.
 Engage with consumers with our guidance…. But take baby steps in
this process.

58. How do we want Clients to get involved in
Social Media?
For Brands, Social allows you to:
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower
o Create sustainability and long-tem relationships.

59. What is our approach to Clients who ask about
Social Media?
It’s important to understand Client motivation for social media.
Specifically, here are some questions we can ask:
 Do you have a clear goal in mind for why you want to use social
media?
 Is it to access consumer insight? Brand awareness?
Complement overall marketing strategy?
 What are your expectations of social?
 Please keep in mind that some people think that it’s only about
building a Facebook page or a Twitter presence.
 It’s more than that  it’s tapping into existing conversations
and “fishing where the fish swim”
Allow clients to understand why social is different than traditional media:
 Social gets you directly in front of those already talking about
you.. your advocates… your consumers
 Social takes the guess-work out of target market definition, and
marketing strategy given the wealth of insights consumers
provide. In fact it is a validation of your strategies.
 The very act of engaging provides a new channel for
promotion, insight, and value.