Other Dell social efforts 1980s: listservs, for example. April 2006: Online Community Outreach team July 2006: Direct2Dell blog and burning batteriesDirect2Dell Summer 2006: Expanded blog outreach to include any conversations about Dell. Sept. 2006: StudioDell Early 2007: IdeaStorm – tell Dell what to doIdeaStorm Tech Brad on Yahoo Answers – so popular being used in ads
Sites considered social media: Blogs Message boards Forums Social networks Video sharing Microblogging Slideshows Picture sharing (Photobucket) Podcasts Vidcasts Wikis Groups Virtual words or communities (Second life)
Base: US online adult social networking site users, Source: North American Technographics Media And Marketing Online Survey, Q3 2007
RSS Benefits Portable Mashable No , guaranteed delivery Secure channel, cant be spammed Easily share More visibility Good for time- sensitive info (special deals, etc., events) Users can control flow of info -> trust Builds up inbound links
Its 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. Theres 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 EthosThe Participation Ethos
Social computing is not a fad. Nor is it something that will pass you or your company by. Gradually, social computing will impact almost every role, at every kind of company, in all parts of the world. - Forrester Research, Social Computing – How Networks Erode Institutional Power, And What To Do About ItSocial Computing – How Networks Erode Institutional Power, And What To Do About It
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
Word of Mouth It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she did not like. Viral marketing is based on this natural human behaviour. (Wikipedia)
WOM Spending …more than $1 billion is spent a year on word-of-mouth campaigns targeting Influentials, an amount growing at 36% a year, faster than any other part of marketing and advertising. Thats on top of billions more in PR and ads leveled at the cognoscenti. The Age and Influence of Social Media
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
Ive never really found the time to blog, so to speak....I always have my BlackBerry with me. When Im feeling inspired I jot something down. Ive always been this way. Bob Lutz, Vice President General Motors
Target PR Nightmare Rep from non-profit concerned with media and marketings impact on kids writes to Target objecting to their ad. 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.
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. vs.
StumbleUpon for business Personalize your profile page. Join communities related to your business Add friends with similar interests Stumble often Label and tag your submitted pages appropriately Sponsor your site – very cheap and targeted
YouTube 100 million videos watched every day Brand your video Less than 1 minute Put URL in description Create your own channel Choose good screenshot Use words like exclusive Push push push! Youve got 48 hours!
To social or not to social? Can I spare the time? What will the lawyers say? Will my employees waste time? Will my brand be damaged? Can I write? Will I see business results? Is it too technical for me? Im afraid of losing control.
Co-marketers Brand Evangelists - they LOVE you. Promoters - they are loyal, but not crazy, and will promote you. Co-creators - These people thrive on being part of a group that helps you make a product better, launch a new product, advise you on new menu items or even helps you co-create marketing.
"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.
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