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REAL LIFE SOCIAL MEDIA CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR baraka27 on flickr Real Life Social Media Ciarán Norris,...
Agenda <ul><li>Planning a social media strategy </li></ul><ul><li>Social media in action </li></ul><ul><ul><li>Who’s getti...
When to shoot me…
When to shoot me…
Planning a social media strategy <ul><li>Forrester </li></ul><ul><li>P eople </li></ul><ul><li>O bjectives </li></ul><ul><...
Planning a social media strategy <ul><li>Altogether Digital </li></ul><ul><li>Audience:  Assess target audience, attitudes...
<ul><li>Comment on blogs </li></ul><ul><li>Post ratings and reviews </li></ul><ul><li>Use RSS </li></ul><ul><li>Tag Web pa...
Social Media / Who Does What? Hitwise UK Websites with the Largest Growth in Market Share of Visits Among the Top 100 News...
Who’s getting it right?
Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul...
Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul...
Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul...
Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul...
Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul...
Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul...
Who’s getting it right? <ul><li>Old-school brand launching a new product to a cooler audience </li></ul><ul><li>Build bran...
Who’s getting it right? <ul><li>Old-school brand launching a new product to a cooler audience </li></ul><ul><li>Build bran...
Who’s getting it right? <ul><li>Promote a product that’s been on sale many times before </li></ul><ul><li>Utilise viral el...
Who’s getting it right? <ul><li>Promote a product that’s been on sale many times before </li></ul><ul><li>Utilise viral el...
Who’s getting it wrong?
Who’s getting it wrong? <ul><li>Discounting the importance of bloggers </li></ul><ul><li>Offending your target market </li...
Reasons for getting it wrong? <ul><li>Profile mismatches </li></ul><ul><li>Lack of defined objectives </li></ul><ul><li>St...
Spiking the kool-aid
Who’s getting it wrong? <ul><li>Discounting the importance of bloggers </li></ul><ul><li>Offending your target market </li...
Before you go…..
Before you go….. 2,004 links pointing at the site
Questions ? <ul><li>Give me a shout.. </li></ul><ul><li>Ciarán Norris </li></ul><ul><li>[email_address] </li></ul>- bast -...
Give me a shout [email_address]
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Real Life Social Media Marketing: SMX London 2008

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A presentation looking at how you might build a social media marketing strategy, along with examples of people getting it right. And someone who seems to be getting it wrong.

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  • I am Rosemarie, (Goodies,Central Florida District Manager) This was very informative. It gave me something to think about when planning marketing efforts. It is important to think about how everyone will appeal to what you are presenting because many times media is viewed by unintended audiences.
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  • Transcript of "Real Life Social Media Marketing: SMX London 2008"

    1. 1. REAL LIFE SOCIAL MEDIA CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR baraka27 on flickr Real Life Social Media Ciarán Norris, SEO & Social Media Director
    2. 2. Agenda <ul><li>Planning a social media strategy </li></ul><ul><li>Social media in action </li></ul><ul><ul><li>Who’s getting it right? </li></ul></ul><ul><ul><li>How can it go wrong? </li></ul></ul><ul><li>Questions </li></ul>
    3. 3. When to shoot me…
    4. 4. When to shoot me…
    5. 5. Planning a social media strategy <ul><li>Forrester </li></ul><ul><li>P eople </li></ul><ul><li>O bjectives </li></ul><ul><li>S trategy </li></ul><ul><li>T echnologies </li></ul>
    6. 6. Planning a social media strategy <ul><li>Altogether Digital </li></ul><ul><li>Audience: Assess target audience, attitudes & activities </li></ul><ul><li>Objectives: Decide what it is you’re trying to achieve </li></ul><ul><li>Channels: Select which channels to use </li></ul><ul><li>Creative: Define the creative message </li></ul><ul><li>Delivery: Design, build & roll-out the solution </li></ul>
    7. 7. <ul><li>Comment on blogs </li></ul><ul><li>Post ratings and reviews </li></ul><ul><li>Use RSS </li></ul><ul><li>Tag Web pages </li></ul><ul><li>Use social networking sites </li></ul><ul><li>Read blogs </li></ul><ul><li>Watch peer-generated video </li></ul><ul><li>Listen to podcasts </li></ul><ul><li>None of these activities </li></ul>Creators Critics Collectors Joiners Spectators Inactive Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery Planning a social media strategy <ul><li>Publish Web page </li></ul><ul><li>Publish or maintain blog </li></ul><ul><li>Upload video to sites like YouTube </li></ul>
    8. 8. 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
    9. 9. Who’s getting it right?
    10. 10. Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul><li>Drive more ad revenue (CPM) </li></ul>
    11. 11. Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul><li>Drive more ad revenue (CPM) </li></ul>
    12. 12. Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul><li>Drive more ad revenue (CPM) </li></ul>
    13. 13. Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul><li>Drive more ad revenue (CPM) </li></ul>
    14. 14. Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul><li>Drive more ad revenue (CPM) </li></ul>
    15. 15. Who’s getting it right? <ul><li>Refresh an offline brand (publishing) </li></ul><ul><li>Increase interaction </li></ul><ul><li>Drive more ad revenue (CPM) </li></ul>
    16. 16. Who’s getting it right? <ul><li>Old-school brand launching a new product to a cooler audience </li></ul><ul><li>Build brand atrributes through music tie-in </li></ul><ul><li>Amplify limited TV media budget </li></ul>
    17. 17. Who’s getting it right? <ul><li>Old-school brand launching a new product to a cooler audience </li></ul><ul><li>Build brand atrributes through music tie-in </li></ul><ul><li>Amplify limited TV media budget </li></ul>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!
    18. 18. Who’s getting it right? <ul><li>Promote a product that’s been on sale many times before </li></ul><ul><li>Utilise viral elements of social media </li></ul><ul><li>Encourage user interaction </li></ul>
    19. 19. Who’s getting it right? <ul><li>Promote a product that’s been on sale many times before </li></ul><ul><li>Utilise viral elements of social media </li></ul><ul><li>Encourage user interaction </li></ul>
    20. 20. Who’s getting it wrong?
    21. 21. Who’s getting it wrong? <ul><li>Discounting the importance of bloggers </li></ul><ul><li>Offending your target market </li></ul><ul><li>Apologising (a little) too late </li></ul>
    22. 22. Reasons for getting it wrong? <ul><li>Profile mismatches </li></ul><ul><li>Lack of defined objectives </li></ul><ul><li>Strategic timidity </li></ul><ul><li>Flawed technology implementation </li></ul>
    23. 23. Spiking the kool-aid
    24. 24. Who’s getting it wrong? <ul><li>Discounting the importance of bloggers </li></ul><ul><li>Offending your target market </li></ul><ul><li>Apologising (a little) too late </li></ul>
    25. 25. Before you go…..
    26. 26. Before you go….. 2,004 links pointing at the site
    27. 27. Questions ? <ul><li>Give me a shout.. </li></ul><ul><li>Ciarán Norris </li></ul><ul><li>[email_address] </li></ul>- bast - on flickr Questions
    28. 28. Give me a shout [email_address]
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