Taking Advantage of a Changing Landscape

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Taking Advantage of a Changing Landscape
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Changing the conversation through social media
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Agenda

• Elasticity
• New means to tell the story
• Social
• Micro
• Mobile
• Search
• Corporate uses of the new tools
• Measurement
• Takeaways

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90 of your sales will come from word of mouth
or digital promotion by 2011
- Seth Godin
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Digital Word of Mouth

• Hybrid of Advertising, PR, Grassroots, and
  Digital Marketing
• Build communities, conversations, relationships
• Leverage Online and Offline channels to build on
  each other

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What We Do

• Identify Trends
• Research/Strategy
• PR 2.0
• Media Outreach
• Digital Marketing
• Training

• Mobile Marketing
• Mobile apps, SMS, IVR, MMS
• Search Marketing
• Social Media Monitoring and Tracking
• Online Reputation Management
• Creating Meaningful Online Communities

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Who Weve Worked For

• ATT
• Monsanto
• UPS
• Yahoo!
• Rawlings
• Papa Johns
• Emerson
• IBM

• Graybar
• United States Department of the Treasury
• CDC (Center for Disease Control and Prevention)
• Visa
• Motorola
• Dell
• PG

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Why media is becoming an online after-thought

• Consumers want Customization, Interactivity,
  Convenience and Portability
• Media have been late to understanding how
  consumers are using online sources of info
• Online has reduced the cost of publishing
• An entire generation has deserted traditional
  media
• A bad economy has accelerated all the trends

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Why social media has become so popular

• Participation in media
• Consumer perceived control
• Sites are easy to use, convenient, a centralized
  place to share information, photos, videos, other
  material
• A means of qualified email
• In a down economy, social media has reached
  critical mass among users

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Social Media Digital Word of Mouth does not
replace elements of the marketing mix. Rather,
it augments the other tactics and extends the
reach and effectiveness of the entire marketing
program.
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Using triangulation to expand your reach
Blogs/Online
Impactful Actionable Measurable
Social Media
Mainstream
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Social

• Facebook has emerged as the digital meeting
  place online
• Tipping point reached late last year as the
  economy slowed
• Versatile, easy to use
• Authentic voices from real people about issues
  they are passionate about
• Links to products
• Charitable causes
• Hobbies
• Marketing through Facebook is a new model

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The Greying of Facebook
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Facebook today
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Corporations and Brands on Facebook
1. Coca-Cola
3,408,343 2. Converse All-Stars
1,960,778 3. Adidas
1,838,595 4. Disney
1,744,830 5. Nike
1,431,902
- Universal McCanns Media in Mind 2008 tracking
study
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Consumer brands surrender to Facebook
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Micro

• 140 character limit per post
• Twitter has reached critical mass in the last
  three months
• Provides the opportunity to find information
  about what is happening right now
• Can be read through PC or cell phone
• Versatile tool with many uses
• Customer service monitoring and responding
• Connection to other devices that can give
  instant readings for things like medical devices

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Twitter, microblogs

• Mobile communication well suited for cell phones
• Alternative to email
• Broadcast platform for ending out message to a
  network of followers
• Source of focused information
• Quick feedback tool
• Whats happening right now

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The growth of Twitter
- 2008 Pew Research tracking survey
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Brands and news media on Twitter
CNN
1,307,719 The New York Times
760,949 NPR Politics
611,669 TIME
463,713 Good Morning America 396,163 CBS
Breaking News 205,750 Fox News
73,423 The Today Show
62,816
Whole Foods 545,020 Zappos
523,327 JetBlue
443,115 Starbucks
162,400
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Mobile

• Cell phones have become the 100 laptop
• Over 265 million U.S. wireless subscribers -
  approaching 90 penetration
• Of those, 53 use text messaging on a regular
  basis
• U.S. subscribers now send/receive more text
  messages than they do phone calls
• 73 of U.S. mobile subscribers have a picture
  phone

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Why the Future is Mobile

• The 7th media, but the first personal media
• First to be always-on
• First to be always-carried
• 7 of 10 users say they sleep with it at arms
  length
• Built-in payment channel
• Point of thought create and consume wherever
  the mood strikes
• Cell phones have become the 100 laptop

- 2008 Nebraska Media Usage Survey
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Research starts with Search

• 95 begin their research at a search engine
• Word of Mouth Product Recommendations
• 65 of consumers trust friends
• 27 trust experts
• (source Accenture)
• Online Search
• 68 compare prices online before shopping in a
  physical store
• 58 locate items online before purchasing offline
• 67 prefer to research online and buy from
  physical stores
• (source Yankelovich)

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Search

• Its not about being the top result anymore.
• Its about owning the first page of results.
• The first page paints the picture
• Your brand is not what you say it it. Its what
  Google says it is.

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Search extends to Social Media

• Social Media
• 49 of shoppers have made a purchase based on a
  recommendation through a social media property
• (source Razorfish)
• Online social network users
• 30 trust peers opinions
• 10 trust advertising for purchase decisions
• (source Jupiter Research)

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The search for Toro
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How many come to Toro.com
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Who are the Toro.com visitors?
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Fords Fiesta Movement

• In prep for launch of 2011 Ford Fiesta, Ford
  chose 100 bloggers to drive one for up to six
  months
• 4,000 bloggers submitted videos to get the cars
• Videos generated 640,000 views on YouTube
• The 100 chosen agents for Fords Fiesta
  Movement are social media experts with large
  followings in a wide variety of social media
  sites, diverse backgrounds and demographics
• Target audience is Millennials
• These agents are ready for adventure and eager
  to spread the word with their friends, fans and
  followers. Connie Fontaine, Fords Brand
  Content and Alliances Manager

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ATT Business uses LinkedIn
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LinkedIn, the business version of Facebook
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Twitter
Facebook
LinkedIn
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Social media used for authentic voices online
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DellsIdeastorm
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Dominos gets burned
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Social Media Digital Word of Mouth ultimately
helps with the bottom line.
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Building a credible online community

• Giving participants a place to share ideas,
  discuss topics and express opinions
• Authenticity
• Surveys, polls drive traffic, create a sense of
  immediacy, reason to return to the site
• Responses can generate news
• Provides a place for blogs, online media to send
  users to and to monitor for access to ideas,
  sources

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The contradiction of social media

• Reaching over the media filter...
• ...to an uncontrolled community that can include
  supporters and critics
• Fairness is achieved only over time, as judged by
  the community
• Authenticity is highly valued, but difficult to
  prove

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Measurement
- 2008 Nebraska Media Usage Survey
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How Toro stacks up
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How Toro stacks up
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Toros online conversation topics
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Looking at the media universe
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Takeaways

• Crawl-walk-run approach is a good way to begin
• Consider a pilot program in a more controllable
  environment
• Design programs that can be easily altered to
  meet customer needs
• Keep your distributors involved and aware
• Encourage your employees to contribute ideas
• Think of social-micro-mobile applications in
  every marketing program

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Taking Advantage of a Changing Landscape