Real Life Social Media Marketing: SMX London 2008

REAL LIFE SOCIAL MEDIA CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR baraka27 on flickr Real Life Social Media Ciarán Norris, SEO & Social Media Director

Agenda
Planning a social media strategy
Social media in action
Who’s getting it right?
How can it go wrong?
Questions

When to shoot me…

Forrester
P eople
O bjectives
S trategy
T echnologies

Altogether Digital
Audience: Assess target audience, attitudes & activities
Objectives: Decide what it is you’re trying to achieve
Channels: Select which channels to use
Creative: Define the creative message
Delivery: Design, build & roll-out the solution

Comment on blogs
Post ratings and reviews
Use RSS
Tag Web pages
Use social networking sites
Read blogs
Watch peer-generated video
Listen to podcasts
None of these activities
Creators Critics Collectors Joiners Spectators Inactive Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery Planning a social media strategy
Publish Web page
Publish or maintain blog
Upload video to sites like YouTube

Social Media / Who Does What? Hitwise UK Websites with the Largest Growth in Market Share of Visits Among the Top 100 News and Media Websites. Comparing January 2007 and January 2006 Forrester Groundswell Tool Planning a social media strategy

Refresh an offline brand (publishing)
Increase interaction
Drive more ad revenue (CPM)

Old-school brand launching a new product to a cooler audience
Build brand atrributes through music tie-in
Amplify limited TV media budget

Old-school brand launching a new product to a cooler audience
Build brand atrributes through music tie-in
Amplify limited TV media budget
73,452 profile views 194 videos submitted 115,000 views on top 5 videos alone 1,208 songs uploaded by 1,080 bands* 1,684 friends >230,000 views of ad on video sharing sites * Only 600 less than a similar campaign on C4 which had a £50,000 contract as a prize!

Promote a product that’s been on sale many times before
Utilise viral elements of social media
Encourage user interaction

Who’s getting it wrong?

Discounting the importance of bloggers
Offending your target market
Apologising (a little) too late

Reasons for getting it wrong?
Profile mismatches
Lack of defined objectives
Strategic timidity
Flawed technology implementation

Spiking the kool-aid

Discounting the importance of bloggers
Offending your target market
Apologising (a little) too late

Before you go…..

Before you go….. 2,004 links pointing at the site

Questions ?
Give me a shout..
Ciarán Norris
[email_address]
- bast - on flickr Questions

Give me a shout [email_address]

Real Life Social Media Marketing: SMX London 2008

by Altogether Digital on Nov 06, 2008

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