Social Marketing Feb 11 10 V2 0

Social Media Marketing What it is and how it can fuel your business

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

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

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!

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?

Objectives
What are your objectives?
Increased awareness?
More transactions?
All of the above?

Marketing 101
What is your target market? (Who is your customer?)
Product
Promo
Price
Place

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

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!

How do customers think?
Relevance
Interaction
Trust
Understanding

What can you provide?
Content- material to share “give to get”
Community – get interactive
Conversation – be open, 2- way

One size doesn’t fit all
Each case is different
Have a plan and objectives
“ Customer-focused” culture

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)

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

Thank you!
Questions?

Backup

If Facebook were a country…
Facebook would be the worlds 3 rd largest country by population! (Facebook internal)
More than 400 Million active users!

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

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

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

Social Marketing Feb 11 10 V2 0

by Jeffrey V on Feb 12, 2010

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Social Marketing Feb 11 10 V2 0 — Presentation Transcript