Social Media

and
Integrated Marketing
University of Kansas
Masters in Marketing Communication
Integrated Marketing Channel Strategy Class

Jeff Risley
Monday, October 30, 2006
http://risleyranch.blogs.com

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 What is social media?
“Social media describes the online tools and
platforms that people use to share opinions,
insights, experiences, and perspectives with
each other.”
- Wikipedia

"Social media encompasses everything that is

written, spoken and shown about your
organization that you have no control over.“
- Josh Hallett

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 Marketing is changing.
What worked today will not work
tomorrow.

“For the first time the consumer is

boss, which is fascinatingly
frightening, scary and terrifying,
because everything we used to do,
everything we used to know, will no
longer work.”
-Kevin Roberts, chief executive, Saatchi & Saatchi

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Big brands are changing.

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What’s behind this?

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There is no demand for messages.
-Doc Searls, co-author of the Cluetrain Manifesto

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 “Markets are
conversations.
Conversations are fire.
Marketing is arson.”
- The Cluetrain Manifesto

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“Most ad agencies, by definition,
are becoming irrelevant.”

Brian Brooker, CEO, Barkley, April 2005

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 Social Media Tools
1. Blogs
2. RSS
3. Podcasting
4. Forums/Message Boards
5. Wikis
6. Social Networks
7. Photo/Video Sharing

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 #1: Blogs
•More than 55 million blogs*.

•Nearly 75,000 new blogs each

day: one every second!

•The blogosphere doubles in

size every 6 months.

•Approximately 27 percent of
U.S. Internet users read blogs
(about 40 million people)

*Doesn’t include MySpace

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Corporate blog examples

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Corporate blogs have benefits
1. Empower customers and make them brand
enthusiasts; encourage them to spread
positive word-of-mouth.

3. Establish your company as an industry

thought leader.

5. Amplify your SEO strategy.

7. Help drive traffic and customers to your

site in highly measurable ways.

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#2: Really Simple Syndication
(RSS)

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#3: Podcasting

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Corporate America is Podcasting
GM FastLane Podcasts focus on car
enthusiasts.

Whirlpool Podcasts focus on

moms/family issues.

IMB Podcasts focus on future of

technology.

Others:
 HP
 Kodak
 Coke
 Deloitte
 NASA
 Purina

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Where are Podcasts found?
iTunes
 1 million Podcast
subscriptions the first week
they were available
Podcast Alley
Podcast.net
Yahoo Podcasts
Podcasting News
Just Google it

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 #4: Forums/Message Boards
More than 20 million active message boards/forums

Includes message boards, forums, bulletin boards, Usenet groups, e-

mail discussion lists, Yahoo! Groups, Google Groups, opinion sites

Narrowly focused (automotive, parenting, health, stocks/finance, etc.)

Heavily moderated, both by forum webmasters and participants

Structured, threaded discussions predominant

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#5: Wikis

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#6: Social Networks
MySpace
Facebook
MSN Spaces
Yahoo 360
LiveJourna

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Niche social networks are huge

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And corporate social networks
are gaining traction

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#7: Photo & Video Sharing

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The Five Forces driving
social media

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#1: The Internet is (almost)
everywhere…

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 …and “always on”
Internet Users
(millions)
Broadband Users Dial-up Users

180
160 157
142
140 124
120
105
93
100 87 84
72 70
80
56
60
43
40 31
20
0
2003 2004 2005 2006* 2007* 2008*

Ad Age from eMarketer data, 2005

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#2: Broadcast viewership and
listenership is eroding

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#3: Newspaper readership is
declining

-The Annual Report on American Journalism

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#4: People avoid advertising

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 #5: The Long Tail is reshaping
markets

The Head
Dozens of markets of millions The Long Tail
Millions of markets of dozens

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 A Long Tail example

Amazon Sales
Total Inventory (books)
Long-tail,
29%
2,300,000

130,000
Hits, 71%

Amazon Barnes & Noble

- Chris Anderson, editor in chief, Wired

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 Jeff Risley

http://risleyranch.blogs.com
jrisley@beap.com
(816) 512-9527

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Appendix/Resources

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“The Many Forms of Social
Computing” from Forrester
Research, courtesy of Steve
Rubel.

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The Kryptonite Bike Lock Case Study

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 Blogs to follow regularly
 
http://www.tompeters.com/ – Management consultant madman Tom
Peter's blog.  I like this blog because Tom writes just like he speaks.
 
http://sethgodin.typepad.com/seths_blog/ – Marketing guru Seth Godin's
blog.  Seth has one of the most widely read blogs in the marketing
category.
 
http://blogs.forrester.com/charleneli/ – Charlene Li of Forrester
Research has an excellent blog.
 
http://www.jaffejuice.com/ – Joseph Jaffe’s blog.  He’s the author of the
book “Life After the 30-Second Spot.”

http://www.micropersuasion.com/ – Steve Rubel’s blog. Steve is probably

the most prolific PR blogger on the planet.

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 Corporate blog information
Corporate Blog Success Stories
Stormhoek Wine, a winery in South Africa that started a CEO blog and used blog seeding
strategies to double its sales in one year.
Bob Lutz, vice chairman, GM; Lutz’s blog, Fastlane, generated a significant amount of buzz for
the company because he was the first high-profile executive outside the tech industry to
blog.
Randy Baseler, vice president of marketing for Boeing Commercial Airplanes; Baseler’s blog has
successfully engaged Boeing’s customers one-on-one to get feedback on products and co-
create airplanes.

Corporate Blog Lists

The New PR Wiki: http://www.thenewpr.com/wiki/pmwiki.php
Fortune 500 Blogging Wiki (http://www.socialtext.net/bizblogs/index.cgi)

Other Corporate Blogging Information

BBC article on successful business blogging (which mentions the Stormhoek case example
above).
The Corporate Weblog Manifesto, a white paper on corporate blogging by Microsoft blogger
Robert Scoble.
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 Corporate blog information.
Sample Blog Policies:
Harvard Law: http://blogs.law.harvard.edu/home/terms-of-use
IBM: http://www-03.ibm.com/developerworks/blogs/page/jasnell?entry=blogging_ibm
Yahoo: http://jeremy.zawodny.com/yahoo/yahoo-blog-guidelines.pdf

Typepad Blog Samples:

KD Paine’s PR Measurement Blog: http://kdpaine.blogs.com/
Media Guerrilla: http://www.mguerrilla.com/media_guerrilla/
Citizen Brand: http://citizenbrand.typepad.com/swenson/
Jennethink: http://jenneink.blogs.com/jennethink/
The Long Tail: http://www.thelongtail.com/the_long_tail/

Creative Commons Sample:

http://creativecommons.org/licenses/by-nc/2.5/

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 Steps for starting a corporate
blog
Phase I Phase II Phase III

The People The Tools Lift-Off

 Identify the  Chose a blog tool.  Launch and
individuals that  Develop the blog provide ongoing
will contribute to layout, look and support for the
the blog. feel. blog.
 Approve a blog  Register Creative
policy. Commons license.
 Train the  Develop starter
bloggers. content.
 Establish online
conversation
monitoring
system.
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 RSS & monitoring sources.
Steve Rubel’s blog post on “35 Ways to Use RSS”:
http://www.micropersuasion.com/2006/06/35_ways_you_can.html

Fluid blog’s comprehensive list of monitoring sources:

http://translate.google.com/translate?u=http://fluido.wordpress.com/2006/05/30/mini-guida-al-monit

Yahoo’s list of RSS Aggregators:

http://dir.yahoo.com/Computers_and_Internet/Data_Formats/XML__eXtensible_Markup_Language_/

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 Blog posts that address ROI of
social media
http://www.clickz.com/experts/crm/actionable_analysis/article.php/351

http://blogs.forrester.com/charleneli/2004/10/scoble_on_blog_.html
 
http://forrester.typepad.com/charleneli/2004/10/fear_of_corpor
a.html
 
http://www.clickz.com/experts/crm/actionable_analysis/article.ph
p/3517546
 
http://jeremiahthewebprophet.blogspot.com/2006/03/how-to-
measure-value-of-corporate.html
 

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Social Media Strategy

FLEE!

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 Find
Listen
Engage
Empower
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Find

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Listen

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Engage

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Empower

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