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WEB2.0 Branding Part I: Social Media Redefines Marketing

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Institute for Transformative Leadership
Institute for Transformative Leadership

Powerful experience of how social media redefines WEB2.O Branding and Marketing

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Part I Social Media Redefines Marketing, Branding © 2008
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Invite you on a Journey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Who Are You? What's Your Brand?
Pew Internet & American Life Project Tracking surveys (Last updated: July 22, 2008)
What’s the Marketing Explosion? ,[object Object],[object Object],[object Object],From Traditional Advertising to Online Marketing to Integrated Social Marketing Strategy
McKinsey & Co Report ,[object Object],[object Object],[object Object],[object Object],[object Object],/ http://www.mediabuyerplanner.com/2006/08/07/mckinsey_tv_selling_power
Crisis In Mass Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Justin Kirby & Paul Marsden (2006). Connected marketing . Oxford, UK: Butterworth-Heinemann. xix
Power of the Internet ,[object Object],[object Object],[object Object],[object Object],[object Object],Stats from Internet WorldStats (Census, Nielson)
 
 
Social Media Will Change Your Business ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Opens Blocked Communications ,[object Object],[object Object],[object Object]
 
Power of ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Statistics gathered directly from Facebook
Professional Resource ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Goes Mainstream ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WordPress Transforms Websites ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Widgets Rule ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Marketing Examples ,[object Object],www.mashable.com/2008/11/07/social-media-marketing-plan/
Social Media Marketing Examples … continued ,[object Object]
Web2.0 Trends Updated 12/07 Jo,SanKuKT
Nielsen Rating – Nov 6- Nov 12 2006 TOP 3 (20 nov 2006) Power of YouTube “play for real” www.slideshare.net/alainthys/i-am-the-media 20.8 CBS CSI: Crime Scene Investigation 3. 22.0 ABC Dancing With the Stars 2. 22.3 million ABC Desperate Housewives 1. 12.7 Quick Change Artists 17.3 Pokemon Theme Music 35.7 MM Evolution of Dance
 
The traditional marketing model is being challenged, and Chief Marketing Officers can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
The Power Has Shifted Any Time - Any Place - Any Way Web2.0 Trends Updated 12/07 Jo,SanKuKT
[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Rules are Changing Giving free ebooks, product Charging for entry – block entry Sharing information Coveting information GenY/X different media preferences Consistent media preferences Real time metrics Hard to measure results Engage, build relationship Direct client to immediate action User generated content Business generated content Interactive conversation One way message Pulling client to the message Pushing message to client It’s now It was
Essence of the Future of Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web2.0 Trends Updated 12/07 Jo,SanKuKT
Integrated Social Marketing Campaign that made a difference
What was Obama’s brand? What was McCain’s brand?
Marketing Pundits Speak ,[object Object],[object Object],[object Object],[object Object],[object Object]
Powerful Social Media Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
http ://www.slideshare.net/saydowin/obama-social
Old 4Ps Marketing 4Ps Value Creator Customer
WEB2.0 Marketing 5Ps Value Builder - Company - Employer - Person Customer Product (WEB2.0 Brand) Price ($, time, ease) Promotion (Integrated Marketing ) Job Seeker Online Visitor Participation (Conversations ) Place (online, offline) Publisher
Factors Distinguishing Traditional, Online and Social Media Low expertise and cost/ free Moderate expertise and cost High expertise and cost Entry Interactive and real time Both static and interactive None – one way Interactivity Pull Combination push/pull Push Sales process Open , responsive – listen, adapt Can be dynamic and updated regularly Closed, directed Approach Set the brand but cannot control - based on user feedback Promote brand- some control Control brand and growth Branding Blogs, wikis, video on demand, RSS, social networks, widgets, cell phones Websites, banners , ecommerce, Search engine optimization Advertising (TV , radio), billboards, direct mail) Tools Social Online Traditional
Attention Economy ,[object Object],[object Object],[object Object],[object Object]
Web2.0 Trends Updated 12/07 Jo,SanKuKT
WEB2.0 Marketing Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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WEB2.0 Branding Part I: Social Media Redefines Marketing

  • 1. Part I Social Media Redefines Marketing, Branding © 2008
  • 2.
  • 3.
  • 4. Who Are You? What's Your Brand?
  • 5. Pew Internet & American Life Project Tracking surveys (Last updated: July 22, 2008)
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.  
  • 11.  
  • 12.
  • 13.
  • 14.  
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. Web2.0 Trends Updated 12/07 Jo,SanKuKT
  • 23. Nielsen Rating – Nov 6- Nov 12 2006 TOP 3 (20 nov 2006) Power of YouTube “play for real” www.slideshare.net/alainthys/i-am-the-media 20.8 CBS CSI: Crime Scene Investigation 3. 22.0 ABC Dancing With the Stars 2. 22.3 million ABC Desperate Housewives 1. 12.7 Quick Change Artists 17.3 Pokemon Theme Music 35.7 MM Evolution of Dance
  • 24.  
  • 25. The traditional marketing model is being challenged, and Chief Marketing Officers can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
  • 26. The Power Has Shifted Any Time - Any Place - Any Way Web2.0 Trends Updated 12/07 Jo,SanKuKT
  • 27.
  • 28. Marketing Rules are Changing Giving free ebooks, product Charging for entry – block entry Sharing information Coveting information GenY/X different media preferences Consistent media preferences Real time metrics Hard to measure results Engage, build relationship Direct client to immediate action User generated content Business generated content Interactive conversation One way message Pulling client to the message Pushing message to client It’s now It was
  • 29.
  • 30. Web2.0 Trends Updated 12/07 Jo,SanKuKT
  • 31. Integrated Social Marketing Campaign that made a difference
  • 32. What was Obama’s brand? What was McCain’s brand?
  • 33.
  • 34.
  • 36. Old 4Ps Marketing 4Ps Value Creator Customer
  • 37. WEB2.0 Marketing 5Ps Value Builder - Company - Employer - Person Customer Product (WEB2.0 Brand) Price ($, time, ease) Promotion (Integrated Marketing ) Job Seeker Online Visitor Participation (Conversations ) Place (online, offline) Publisher
  • 38. Factors Distinguishing Traditional, Online and Social Media Low expertise and cost/ free Moderate expertise and cost High expertise and cost Entry Interactive and real time Both static and interactive None – one way Interactivity Pull Combination push/pull Push Sales process Open , responsive – listen, adapt Can be dynamic and updated regularly Closed, directed Approach Set the brand but cannot control - based on user feedback Promote brand- some control Control brand and growth Branding Blogs, wikis, video on demand, RSS, social networks, widgets, cell phones Websites, banners , ecommerce, Search engine optimization Advertising (TV , radio), billboards, direct mail) Tools Social Online Traditional
  • 39.
  • 40. Web2.0 Trends Updated 12/07 Jo,SanKuKT
  • 41.