Social Marketing Feb 11 10 V2 0

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  • This is part of a talk I co-presented to the Toronto Business Incubator group, Entrepreneurlink.
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  • Bigger than Japan at 127MM Bigger than Russia at 142 MM Bigger than Brazil at 191 MM It would be the worlds 5 th largest country by population
  • Some applications can be used on groups, some on Pages (for Brands) and on Profiles You can build an application (Coke-Tags), buy an application (TripAdvisor – Places I’ve been) or sponsor (Sony Vampires) CokeTags-A CokeTag is a fun, personal widget for packaging and sharing links to content across the Web. Use CokeTags to promote yourself — your blog, work, interests, team, band or whatever you like or care about — and then track how influential you are!
  • First round of apps in 2007 were more or less casual games or built upon current FB architecture (SuperWall) Second round of apps is more for B2B or utilities showing that the platform is maturing. Wildfire has a promotions application that allows running contests, coupons or other activities for as low as $1/day
  • OBJECTIVE- to get users engaged with a simple application to drive awareness and interest in the dress lines  so customers would as at retail. FBML – makes it relatively non-complex to write an app OR- you can find one that exists to use; or even re-purpose an existing app (eg Vampires app and Sony entertainment)

Transcript

  • 1. Social Media Marketing What it is and how it can fuel your business
  • 2. Who are we?
    • Jeffrey Veffer is a technology veteran with over 15 years experience specifically within the Internet space.
    • Formerly a founding member of Bell Canada’s Innovation and Strategy team and has worked with Discovery Channel and several online start-ups
    • Currently a partner with Brandsential
      • "bringing companies closer to customers."
    • Follow @jeffreyveffer
    • A veteran of online marketing, Peter Flaschner has worked in online strategy and design since 1997, for clients like Turner Broadcasting, Unicef, HP, Yahoo, CBC, etc
    • In 2004, he founded The Blog Studio, the world's first design studio focussed specifically on the then emerging social web
    • Today, Peter is the Creative Director and Consulting Practice Lead for Sequentia Environics
    • Follow @flashlight
  • 3. Overview
    • What is Social Media Marketing [and does it differ from traditional marketing?]
      • “ a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service.” -wikipedia
  • 4. Huh?
  • 5. Marketing
    • Isn’t this was successful companies have been doing for years, even before the Internet was born?
    • Basically yes, but now electronic channels allow you to reach many more potential customers faster than ever before
    • Have rules of engagement changed? Stay tuned!
  • 6. The landscape
    • Twitter, Facebook, Reddit, YouTube, Flickr, Hi5, blogs, Orkut, Bebo, LinkedIn, MySpace, Ning, Plaxo, Stumbleupon, tribe.net etc. etc.
    • There are many places where your customers and prospects are interacting online
    • But where do you need to be?
  • 7. Objectives
    • What are your objectives?
      • Increased awareness?
      • More transactions?
      • All of the above?
  • 8. Marketing 101
    • What is your target market? (Who is your customer?)
    • Product
    • Promo
    • Price
    • Place
  • 9. But….
    • Maybe traditional marketing might not give us the whole picture
    • Place – online, can sell anywhere
    • Product – is it a product or the overall experience
    • Etc. – you get the idea
  • 10. Basics (again)
    • Interactivity means that “one-way” push of information out is less effective- you are only “renting eyeballs” till the next marketer’s campaign
    • How to build relationships so that customer not only buys your product/service, but actually becomes an advocate for it to others!
  • 11. How do customers think?
    • Relevance
    • Interaction
    • Trust
    • Understanding
  • 12. What can you provide?
    • Content- material to share “give to get”
    • Community – get interactive
    • Conversation – be open, 2- way
  • 13. One size doesn’t fit all
    • Each case is different
    • Have a plan and objectives
    • “ Customer-focused” culture
  • 14. Case Study-Servus Credit Union
    • “ Feel Good Ripple”- customers given $10 to do something nice for someone else, and explain why
    • Blends real life and online
    • Have a twitter account and facebook page
    • Over 600 posts in a month on the page and great coverage in other media (blogs, print)
  • 15. How to start?
    • Listen! Find out what customers are saying
    • Contribute – Be willing to share
    • Have clear objectives + develop a plan
    • Build relationships – customers can evangelize your products if they feel strongly
    • Commitment – you wouldn’t get a phone then not answer it
  • 16. Thank you!
    • Questions?
  • 17. Backup
  • 18. If Facebook were a country…
    • Facebook would be the worlds 3 rd largest country by population! (Facebook internal)
    More than 400 Million active users!
  • 19. Facebook pages (profiles for Brands)
    • Developed because brands were using user profiles for their companies (contravening the user agreement)
    • Pages look like user profiles – a brand’s “home” on Facebook and a place to make connections with fans of your brand by joining the conversation
    • Pages can integrate multiple applications
    • What does it mean to me? (Part 1)- Brands are using them to build awareness, drive traffic to a destination, create a new distribution channel and more!
    Facebook profile [has friends] Facebook group [has members] Facebook page [has fans] Applications
  • 20. What’s a Facebook “Application?”
    • An application could be anything- A game, a tool, a way to interact with users.
    • The platform is free – you don’t need to pay Facebook anything for the application
    • Need to consider context – most applications on the site aren’t overly complex but the successful ones keep users coming back
    • Applications are viral – friends get notified when your users interact with an application AND
    • Applications are extremely easy to share – users just invite their friends right from the application!
    • FBML (the language that developers use to program apps) is similar (though not exactly the same) as HTML; so there are many developers that can write apps
    • Platform stats- more than 5,000 applications have 10,000 monthly active users
    Source (http://www.facebook.com/press/info.php?factsheet#/press/info.php?statistics)
    • Wildfire launched a sophisticated B2B application that allows brands to manage campaigns in Facebook and on other sites (MySpace, Ning).
    • The cost is as low as $1/day
    • What does it mean to me? (Part 2) – Tools to help you manage engagement
  • 21. Case Study - JLM Couture: Simple way to get started
    • Bridal dress designer based out of New York selling a wide range of bridal designs
    • The company doesn't sell direct to consumers but directs them to a retailer
    • They created an application called “The Wedding Dress that Fits You Best” that is a light-hearted quiz asking you about your preferences then suggests the style that would be best for you
    • Currently has 916 active monthly users
    • They put up the link for it on their webpage
    • Whenever users take the quiz, their Facebook friends are notified, spreading awareness virally