Social Networking Marketing Why Does It Matter

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Agenda Who is here? ◦ IT, Sr. Execs, RIM Professionals; Marketing Professionals, Others Why the question? What are others doing? What are the results? What are the forecasters saying? What are implications for IT, ECM, RIM? Case studies and personal experience Q&A 2 © 2009 Access Sciences Corporation All rights reserved.

Why the question? Consumer ◦ Business products and services ◦ Individual consumer Producer ◦ Content contributor ◦ Participant in the discussion Accountable or Responsible Person ◦ Manager; Leader ◦ Facilitator ◦ Victim All faced with need to change! 3 © 2009 Access Sciences Corporation All rights reserved.

Definitions Marketing ◦ An integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others. http: //en. wikipedia. org/wiki/Marketing Social Media ◦ Media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques; supports human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). http: //en. wikipedia. org/wiki/Social_media 4 © 2009 Access Sciences Corporation All rights reserved.

The big difference… Excerpted from: “The Changing Role of Marketing and PR in the New Age of Social Media” by Calysto Communications, Inc. www. calysto. com 6 © 2009 Access Sciences Corporation All rights reserved.

The ideal marketing tool… Promises exponential growth Reaches larger numbers of targeted consumers in a less intrusive fashion Is more fashionable than a website Is more measurable and cheaper Appeals to many professional marketers Is about conversations She loves me… Social Media 7 © 2009 Access Sciences Corporation All rights reserved.

Risky and unproductive… Facilitates dangerous online conversations Represents a legal minefield Promotes negative feedback online Encourages employee poaching Is just for techies Wastes time Delivers no ROI She loves me not… Social Media 8 © 2009 Access Sciences Corporation All rights reserved.

The hard truth The conversations about you are already taking place. You can ignore them… ◦ “United Breaks Guitars” Viewed 5 Million Times on You. Tube ◦ Exxon Mobil “brand-jacked” on Twitter You can sue… ◦ “The Streisand Effect” You can join the conversation… But you can’t control it. 9 © 2009 Access Sciences Corporation All rights reserved.

Six Truths on Social Media is not a revolution in communications, it is an evolution in how we share information and interact with our peers; Social Media is not an additional program…it is enhancing how we are already communicating; Social Media is distributing information that can be easily commented upon and shared; Social Media increases search engine optimization and allows the right people to find you; Social Media enables measurement of the impact communications programs have on the business; Social Media is modular and scalable…start with the basics Adapted from Kyle Flaherty, A B 2 B Marketing How-to 10 © 2009 Access Sciences Corporation All rights reserved.

Social Media Marketing Best practice even used by Google Public Relations and Press Releases have no longer the importance they used to have. Social marketing and blogging are slowly replacing Public relations and Press Releases. Google launches Chrome using a blogger When Google launched Chrome on September 1 st, they offered Philipp Lenssen of Google Blogoscoped the scoop. This site unofficially covers Google with subjects on Google and the tech world more or less daily since 2003. If Google uses a blogger of an ‘unofficial’ Google site to do a world wide announcement of a major new product, how will PR agencies survive this brave new communications world? Moreover the post on Blogoscoped has spread over the world at a fast pace. So if Google uses a blogger, why shouldn’t your company? 11 © 2009 Access Sciences Corporation All rights reserved.

Case Study: Access Sciences Submitted proposal via wiki Developed consulting methods using wiki Developed project deliverables using wiki Developed AIIM Email Management Certificate Program and updated AIIM ERM Certificate Program using wiki Contribute to external blog on IM/IT topics Use Yammer to share links and provide quick feedback Participate in Facebook group 12 © 2009 Access Sciences Corporation All rights reserved.

Others Mash-ups for sales data with Google maps Customer feedback pages Special marketing to FB fans, Twitter followers, etc. (United) Engagement of customers/constituents ◦ On an ongoing basis ◦ As part of crisis response (Ford) Product reviews and testimonials (Amazon) Product/service development (Best Buy Idea Xchange) Customer service/support (Comcast) Brand tracking/competitive intelligence 13 © 2009 Access Sciences Corporation All rights reserved.

Social Media and the Fortune 100 60% of the Fortune 100 use at least one social media tool Most popular: ◦ Twitter ◦ Blog ◦ Facebook fan page Highest percentage of use: ◦ ◦ Hi-tech General merchandising Motor vehicles and parts Specialty retail Source: Burson-Marsteller and Proof Digital 2009 study 14 © 2009 Access Sciences Corporation All rights reserved.

Case study – Best Buy Blogs (CMO, Geek Squad) Twitter ◦ Chief Marketing Officer: @bestbuycmo ◦ Support: @twelpforce ◦ Individual employees Idea exchange Aggregation of all of the above ◦ Best Buy Connect “Voice of the Customer” advertising Internal marketing, networking, and support: “Blue Shirt Nation” 15 © 2009 Access Sciences Corporation All rights reserved.

Case study: Ford Motors You. Tube channel Flickr channel Facebook fan page Twitter Blogs Scribd (document sharing) Del. icio. us (social bookmarking) Crisis management – “The Ranger Station Fire” 19 © 2009 Access Sciences Corporation All rights reserved.

Results? Excerpted from: “The Changing Role of Marketing and PR in the New Age of Social Media” by Calysto Communications, Inc. www. calysto. com 24 © 2009 Access Sciences Corporation All rights reserved.

And then… e. Marketer Prediction: Social Media Advertising Will Fizzle in 2009 If you’ve not stopped popping champagne since we published Forrester’s predictions for social media marketing, you might need the Alka-Seltzer after you see e. Marketer’s contrary estimates. 27 © 2009 Access Sciences Corporation All rights reserved.

Keys to social marketing success Disclose your affiliation! Determine (and disclose) whether posts are official or not Act responsibly and ethically Be smart – no off-color comments, etc. Don’t post about things that shouldn’t be posted about ◦ Personal or confidential matters ◦ Legal or financial information Engage in the conversation – don’t monopolize it. “Be smart. Be respectful. Be human. ” Source: Best Buy’s “Blogging and Online Communications Guidelines” 28 © 2009 Access Sciences Corporation All rights reserved.

For more information… Janice C. Anderson, CEO, Access Sciences Corporation Contact information ◦ Email: janderson@accesssciences. com ◦ Web: http: //www. accesssciences. com ◦ See also: Linked. In Facebook Twitter ◦ Voice: 713. 664. 4357 30 © 2009 Access Sciences Corporation All rights reserved.