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26 May 2010
It Aint Yo’ Momma’s Marketing - How
Social Media is Transforming MarketingJeremy Woolf, Global Social Media Practice Lead, Senior Vice President
Text 100 Public Relations
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Slide Title
• Redefining marketing in the social media age
• How leading companies are generating business results via social media channels
• A methodology for social media engagement
• What does the future hold?
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Text 100 fast facts
Global AgencyLargest organically-grown global PR specialist
32 offices and 500 staff
Big agency infrastructure, boutique agency service
Breadth of Consulting Services
Corporate Communications, CSR
Social media
Consumer campaigns
News creation, media relations
Brand and messaging
MethodologyResults-oriented programs
built on business goals
Focused on delivering clear value and ROI to our clients
Consistent methodology and measurement
Award Winning Campaigns
e.g. PR Week, Media, The Holmes Report, Ad News,
PR News Non-Profit, Sunday Times, IPRA, PRIA
View: www/text100.com/en/who-we-are/awards
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Global boutique agency
4
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Marketing ... is the process by
which companies advertise
products or services to potential
customers.
It is an integrated process through
which companies create value for
customers and build
strong customer relationships in
order to capture value from customers
in return.
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Social media is the use of electronic and
Internet tools for the purpose of sharing and
discussing information and experiences
with other human beings
The term most often refers to activities that integrate
technology, social interaction, and the
construction of words, pictures, videos and audio
This interaction, and the manner in which information
is presented, depends on the varied perspectives and
"building" of shared meaning among
communities.
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Productising
Pricing
Placing
Promoting
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Recognising
Pricing
Placing
Promoting
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Recognising
Rewarding
Placing
Promoting
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Recognizing
Rewarding
Relationship(ing)
Promoting
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Recognizing
Rewarding
Relationship(ing)
Retaining
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
26 May 2010
•More than 5000
online mentions per
day
•Fans post more than
65,000 pictures on
Flickr, 110,000 videos
on YouTube and
2,500 tweets per day
•Fans own the brand
•Expedition 206
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
• Dessert Gallery is a
popular Houston-based
bakery and café chain
• Surveyed mailing list and
invited to become fans
• Updated the page
several times a week
• Facebook fans visited the
store more often than
non-fans, spending more
• Facebook fans generated
more positive word of
mouth
• Dessert Gallery is a
popular Houston-based
bakery and café chain
• Surveyed mailing list and
invited to become fans
• Updated the page
several times a week
• Facebook fans visited the
store more often than
non-fans, spending more
• Facebook fans generated
more positive word of
mouth
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
• FICO scores consumers
on credit
• Created myFICO where
consumers share credit
knowledge, experiences,
and advice
• 10% decrease in support
calls
• 39% of search engine
traffic lands on a
community page
• 13% of all online sales
include viewing one of
those community pages
• Customer spends on
average 66% more after
joining the community
• FICO scores consumers
on credit
• Created myFICO where
consumers share credit
knowledge, experiences,
and advice
• 10% decrease in support
calls
• 39% of search engine
traffic lands on a
community page
• 13% of all online sales
include viewing one of
those community pages
• Customer spends on
average 66% more after
joining the community
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
twitter blog
Text 100 Owned Media
.com
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
twitter blog
Text 100 Owned Media
.com
Earned Media
Earned Media
Earned Media E
arned Media
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
twitter blog
Text 100 Owned Media
.com
Earned Media
Earned Media
Earned Media E
arned Media
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
twitter blog
Text 100 Owned Media
.com
Earned Media
Earned Media
Earned Media E
arned Media
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Photocredit: Zevotron
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
Social brands will
succeed
Brands must respond
in real time
Real relationships
rock
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
� Social media has changed marketing forever
� It is here to stay
� But it isn’t a silver bullet
� Social media is a B2B and B2C play
� Start small…but start
� Businesses succeed because they are
committed
� Process and practice make perfect
Summary
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
It Aint Yo’ Momma’s Marketing - How Social Media is Transforming
MarketingJeremy Woolf - Text 100 Public Relations26 May 2010
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