CGA 2008: Innovative Marketing Kate Pietrelli
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CGA 2008: Innovative Marketing Kate Pietrelli

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My presentation on marketing from Casual Connect Seattle 2008

My presentation on marketing from Casual Connect Seattle 2008

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Transcript

  • 1. Marketing to Casual Gamers: The Changing Media Landscape Kate Pietrelli Account Manager TriplePoint July 25, 2008
  • 2. Evolving Social Online Landscape
    • Popular activities:
      • Social Networking
      • Video Sharing
      • Photo Sharing
      • Blogging
      • Vlogging
      • Social Bookmarking
      • Posting on message boards
      • Podcasting
      • Live Casting
      • Social News Sites
      • Wikis
      • And the list goes on…
  • 3. What is Social Media Marketing (SMM)?
    • Definition:
      • “ Social media marketing (SMM) a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks. Often involves creating and participating in a dialogue with the target audience, rather than forcing an advertisement upon them.”
    • Common Tactics:
      • Blogging or Vlogging
      • Posting to discussion boards/forums
      • Creating viral videos
      • Driving user-generated content
  • 4. Why Should I Use Social Media Marketing?
    • Your customers visit social media sites
      • MySpace: +7% (73.7MM)
      • YouTube +52% (65.5MM)
      • Blogger.com +59% (44.9MM)
      • Facebook: +34% (35.6MM)
      • Flickr: +101% (17.0MM)
      • Twitter: +60% (593K)
      • eMarketer, June 2008
      • Comscore, June 2008
  • 5. Why Should I Use Social Media Marketing?
    • 2) Create and manage a positive brand experience
      • 59% use social media to “vent”
      • about customer care experiences
      • 72% research customer care
      • online prior to purchasing
      • 74% purchaser decisions based
      • on experiences shared online
      • Nuance Communications, April 2008
  • 6. Why Should I Use Social Media Marketing?
    • 3) Increase awareness for your brand
      • Brand advocates will share content and evangelize for you:
        • 60% believe good brands are worth talking about
        • 55% often tell friends about interesting products
      • Consumers respond to word-of-mouth marketing:
        • 61% of consumers say they are influenced by advice from family, friends and co-workers
        • 43% of online video viewers found the online video in emails from friends and family
      • eMarketer, June 2007
  • 7. Case Study: Zappos Blogging on Twitter
    • Concept: Leverage blogging sites for engagement and interaction with customers
    • Tactics: Blogging and RSS
    • Launched: April 2008
    • Results:
      • Positive user engagement
      • Zappos CEO followers: 8,467
      • Zappos employees on Twitter: 439
  • 8. Case Study: EA Channel on YouTube
    • Concept: Promote upcoming products with video footage and entertaining video
    • Tactics: Video, Discussion Board
    • Launched: September 2005
    • Results:
      • Increased brand awareness
      • Subscribers: 30,222
      • Channel Views: 1,473,708
  • 9. Case Study: BlendTec Channel on YouTube
    • Concept: Showcase blender product by asking users to suggest products to blend
    • Tactics: Vlogging on company website and YouTube, RSS
    • Launched: October 2006
    • Results:
      • Increased brand awareness
      • Current Subscribers: 87,329
      • Channel Views: 2,118,095
  • 10. Drivers of Success
    • Focus on relevant distribution channels
    • Provide value and relevance
    • Take the time to be social
    • Be honest and sincere
    • Listen to your customers and followers