Using Social Tools To Connect With Your Market (4)

January 24, 2009

Using Social Tools to Connect withYourMarket

Paul Young & Melissa Mines

We lc o m eWe lc o m e

E x p e c t a t io n sE x p e c t a t io n s??

Source: Brian Ellefritz, Cisco Systems

S o c ia l To o ls S o c ia l To o ls

.H u m a n s Ta lk

Drive to store

Visit the neighbor

Word of mouth

Demo on YouTubeRead a blog

Discuss in a forum

!Tr u s t !Tr u s t

People Trust Their Friends.

R OR O II

1 1 8 D e ll m a d e $ M in m o n t h s 1 1 8 D e ll m a d e $ M in m o n t h s o n Tw it t e r o n Tw it t e r

Social tools are sniper rifles, not shotguns.

Sources: CIA World Factbook, Facebook Blog – January 9, 2009 Sources: CIA World Factbook, Facebook Blog – January 9, 2009

Facebook would be the Facebook would be the World’s 7World’s 7thth largest largest

countrycountry

9 0 ,0 0 0$ 9 0 ,0 0 0$Average Yearly Salary of LinkedIn UsersAverage Yearly Salary of LinkedIn Users

Source: Anderson Analytics, November 2008Source: Anderson Analytics, November 2008

4 X4 XSocial networking has Social networking has

grown 4X in three years.grown 4X in three years.

Source: Pew Internet & American Life Project: Adults and Social Network Websites, Jan 14, 2009Source: Pew Internet & American Life Project: Adults and Social Network Websites, Jan 14, 2009

5 7 % +5 7 % +of U.S. Internet users of U.S. Internet users

18-34 have a profile on a 18-34 have a profile on a social networking sitesocial networking site


7 5 %7 5 %of social networking users of social networking users

visit at least once per visit at least once per week.week.


O ld e r O ld e rU s e r sU s e r sAre just as likely to read Are just as likely to read blogs as younger users!blogs as younger users!


B la c kB la c kU.S. Internet users are U.S. Internet users are

twice as likely as Whites twice as likely as Whites to have a profile on a to have a profile on a social networking site.social networking site.


10 3$ 10 3$Average online spend per Average online spend per

month by social month by social networking usersnetworking users

Source:NetPop - Jan 14, 2009Source:NetPop - Jan 14, 2009

S o c ia l U s e r s S o c ia l U s e r sAre just as likely (10%) to get their news at their social site Are just as likely (10%) to get their news at their social site

as they are to get it from: as they are to get it from: NPRNPR, “, “The Daily ShowThe Daily Show,” “,” “The The Colbert ReportColbert Report,” “,” “NBC Nightly NewsNBC Nightly News,” or “,” or “ABC World News ABC World News

TonightTonight””


7 5 2 %7 5 2 %Twitter’s growth rate in 2008Twitter’s growth rate in 2008

Source: Mashable.com, Jan 9, 2009Source: Mashable.com, Jan 9, 2009

114 ,0 0 0 ,0 0 01 14 ,0 0 0 ,0 0 0Wordpress.com unique users per monthWordpress.com unique users per month

Source: TechCrunch.com – Dec 31, 2008Source: TechCrunch.com – Dec 31, 2008

8 5 /8 08 5 /8 0Average number of followers/following for Twitter usersAverage number of followers/following for Twitter users

Source: HP Labs – Jan 2009Source: HP Labs – Jan 2009

8 5 %8 5 %Of social tools users Of social tools users

believe that companies believe that companies should interact with their should interact with their

customers via social tools.customers via social tools.

Source: Cone – 2008 Business in Social Media StudySource: Cone – 2008 Business in Social Media Study

S o c ia l S o c ia lL is t e n in gL is t e n in g

!!Twitter… followTwitter… followFacebook… friendFacebook… friendBlog… commentBlog… comment

Raw Data > Actionable ConversationRaw Data > Actionable Conversation

!! ?? b la hb la hLO LLO L ““ C o m p e t it o r ”C o m p e t it o r ”

““Hello, my name is Paul Young. Hello, my name is Paul Young.

I saw your comment on I saw your comment on blog X blog X about competitor A’s about competitor A’s product. You had some interesting thoughts that could help product. You had some interesting thoughts that could help us build better products for you. As a Product Manager at us build better products for you. As a Product Manager at Dell, my job is to get opinions of people like you so that we Dell, my job is to get opinions of people like you so that we build the right features.build the right features.

I’d like to get your I’d like to get your opinionsopinions on a few key areas. Would you on a few key areas. Would you be willing to talk on the phone with me for be willing to talk on the phone with me for 20 minutes20 minutes? This ? This isn’t a isn’t a sales callsales call, I’m only interested in building a product , I’m only interested in building a product that can best serve the needs of customers like you. that can best serve the needs of customers like you.

When would be a good time for me to call?”When would be a good time for me to call?”

S o c ia l S o c ia lC o n v e r s a t io nC o n v e r s a t io n

----------

““It’s all about It’s all about meme.”.”

++++++++++

++++

++++++

++++

““It’s all about It’s all about usus.”.”

: C a s e S t u d y : C a s e S t u d y C is c o AS R C is c o AS R

Source: Cisco Social Media Team

…ANewMantra

VIR AL

VIR TU AL

VIS U AL

G lo b a l r e a c h O n lin e r e v e a l

( ) O n lin e a d d ic t iv e g a m e. . / /w w w c is c o c o m g o e d g e q u e s t

- P r e la u n c h b u z z v id e o s

B lo g s


Beyond the Tactics

R e s p o n dM o n it o r

&Lis t e n

F in d Ta k eA c t io n

“ I lo v e h o w C is c o p r o m o t e d t h e v id e o

s e r ie s v ia t h e ir, b lo g Tw it t e r

, p r o f ile a n d F a c e b o o k p a g e ”

B r ia n E lle f r it z M a r k e t in g @ C is c o


La u nc h

C o n v er s e

…Where to go to learnmore

Product Beautiful ( www.productbeautiful.com/ ) WebInkNow (www.webinknow.com) Dilbert Blog (www.dilbertblog.typepad.com/ ) David Henderson (http://www.davidhenderson.com/) Jeremiah Owyang (http://www.web-strategist.com/blog/) LaSandra Brill (www.lasandrabrill.blogspot.com/ )

!ThankYouPCASponsors

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Using Social Tools To Connect With Your Market (4)