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Trends talk

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Trends Talk Presentation about how to make your brand desirable and effective online using social media and unique content. …

Trends Talk Presentation about how to make your brand desirable and effective online using social media and unique content.

Case studies include: True Blood, Always | Tampax and Fiskars.

Published in Business , News & Politics
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  • TRENDS TALK –waiting for everyone to sit and be situated. Make sure all important posts have been set up on Hootsuite and are ready to go by this point.
  • Hello, and welcome to the very first unconference event of TrendsTalk! Today Doris and I would like to delve into Social Media Marketing and is it appropriate for all brands? Truly we want to answer the questions; “Are you Sexy enough for Social Media Marketing?” We already know sex sells but can everything be sexy? Lets find out…but first, why should you even listen to us? What do we know? Well you would be surprised. I am Amanda and this is Doris and she is going to introduce herself and why you should listen to her.
  • DORIS to fill in :D
  • Now that we know a little about Doris, I would like to inform you of my knowledge of the Social Media Marketing industry. First of all my generation has grown up on Social Media Platforms, and I delved in at a young age. I think I have the ‘Old School’ badge on Myspace for joining before it was ‘cool’. I have also been taking the Advertising: Integrated Marketing Communications for the last three years learning the ins and outs of traditional and innovative marketing techniques and strategies. I received the Dean’s List for the highest GPA in our program and was chosen along with the top 10 students in our program to attend the Social Media Conference; PivotCon in New York City. We were chosen for our understanding of Social Media and our Online influence. I may know a little about this emerging world and the amazing things it can allow a company to do.
  • But are you Sexy enough?Do you think Scissors are Sexy? We posted a Facebook Poll last week to find out how Scissors are viewed by Social Media and Online users. If you haven’t answered already and you have a Laptop or Smartphone on your person, please do so now by either finding it as a recent Tweet by Myself or Amanda or on the Facebook event page.Our next questions is, “Do you have a Sexy Brand?” By a raise of hands who here thinks they have a sexy brand?(Pick someone) Now what is your brand, and why do you think it is/isn’t sexy?(Mini Discussion, only ask 3 people at max.)
  • I’m going to start out by doing a quick review of a successful ‘Sexy’ brand and their approach to Online and Social Media Marketing. First of all, True Blood is irrefutably a sexy brand, I mean, there is sexy and fantasy in the show, but how did they keep a STRONG online presence year round when they only have a 12 week run of their season per year? Engagement and Conversation. True Blood understood that their audience wanted to be connected and feel like they were close with the show and it’s characters. This allowed True Blood in the first season to create Social Media profiles for some of their more vocal and opinionated characters as well as the @TrueBloodHBO and Facebook fan pages. But They didn’t stop there, even though you could now talk to Sookie and Lafayette online, they still wanted more so True Blood created online Forums for different types of fans (Vamps, Eric/Sookie, Bill/Sookie, Sam/Sookie, etc). This combination of networks, fan base, and engagement allowed True Blood to listen to their fans and talk to them about everything concerning True Blood and they didn’t stop there. On Twitter they had #waitingsucks and #tbwithdrawl promotions and conversations and were constantly posting new and relevant content that the fan base was dying to have. True Blood understood their audience, understood their Social and Techno tolerance and used that to their advantage. The more engaged your audience WANTS to be the more effective your campaigns can be. True Blood even modified their campaign for the Blue Ray release connecting your watching habits to your Facebook and Twitter statuses and posts and then making the “Immortalize Yourself” campaign where….Now that we see True Blood and already established “SEXY” brand can utilize Social to such a grand extent lets see how to make YOUR brand Sexy so that you to can see the wonders of Social Media Marketing. And if you are interested to learn more about True Bloods Social Media Campaign please check out my Blog: MarketingDoneWright.blogspot.com for my full analysis of this ever evolving and innovative campaign.NOTES:Immortalize Yourself: The "Immortalize Yourself" app enables True Blood's 7.8 million fans to create videos that pull in their names and profile photos, as well as those of their friends, into a faux scene intended to bridge Seasons 3 and 4.As of Thursday, nearly 90,000 videos have been created, according to Sabrina Caluori, director of marketing and social media at HBO. The show has also gained more than 35,000 Facebook fans as a result of the campaign.When a fan initially opts to "Immortalize" herself, the app randomly selects friends and auto-populates names and profile photos into scenes throughout the video such as True Blood's opening credits, a newspaper read by Vampire Eric, Vampire Pam's foreign dialogue, as well as the "Psychic" poster and collection of photos on the wall behind the register at a restautant.After viewing it, fans have the option of choosing which friends they want to include based on a series of questions like, "Which friends haven't you seen in awhile?" "Which friend can hear your thoughts?" and "Which friends are your 'Truebie' friends?" But, as with many apps, in order to personalize the video content, users must first "like" True Blood's Facebook page.http://www.facebook-studio.com/gallery/submission/true-blood-live-feedFollowing an immensely successful second season on air, our task was to develop a campaign that would promote the launch of the season 2 box set for the HBO series True Blood. The campaign needed to generate awareness and excitement, capitalize on existing fan fervor, and create energy with the season 3 lead-in.Season 2 of HBO’s True Blood was all about transformation, so we created a unique social experience in which viewers of the Blu-ray box set could watch their Facebook and Twitter accounts transform while they watch episodes. Using BD-Live, people could link their Blu-ray players to their social media accounts and choose a transformation experience that is based on one of three character sets from the show.Campaign PerformanceThe campaign was very well received:• 40% of fans who paired up their Blu-ray to their social media accounts actively took part every night• Fans generated 9,000 scenes that were shared to their Facebook Walls and newsfeeds• roughly one-third of all the virtual gifts unlocked were given to non-users, helping to spread the word • True Blood season 2 was the number-one TV title released on Blu-ray and DVD in 2010!Campaign InfoClient: HBOBrand: True BloodAgency:BBDO , New York, NY Target: US · North America Language: English (US) Category: RetailObjectives: Awareness, SalesMedia:Tv, Onlinehttp://www.business2community.com/social-media/how-social-media-gave-true-blood-a-transfusion-070885https://www.facebook.com/TrueBlood?sk=wall&filter=1
  • RESEARCH, ask Doris to look into this as well.http://adage.com/article/video/p-g-social-media-strategy-increases-tampon-sales/136789/http://www.beinggirl.com/?utm_source=google&utm_medium=cpc&utm_campaign=BeingGirl_Branded&utm_term=BeingGirl&utm_content=slbvUDuzp|pcrid|9677741364|b|BeingGirlhttp://www.youtube.com/watch?v=Ody_06_NL-U
  • If Tampons can be sexy, so can your brand. Your goal must now be to find out how you can make you company or brand sexy. Find out what people like or want from your brand, then find out how to make it Sexy! We are now going to give you our 6 tips for Social Media Marketing for your brand! Get to know your customers Define your Brand Make your Brand Sexy! Create unique content Use blogs to attract potential customers Use multiple inbound marketing technique
  • Understand their Social Media Tolerance Are they already online? Are they actively Posting? What other brands do they ‘like’? What are they saying online?Find out what they want to know about your brand. What does your brand have to offer them? Is your brand or product complicated? What is the most asked Question about your brand or similar companies? What is they key message YOU want them to take away?
  • Create unique content to drive inbound links and blogger coverage.Use a blog to attract potential customers to your business - even in surprising industries.Use multiple inbound marketing techniques together for maximum success.
  • But are you Sexy enough?Do you think Scissors are Sexy? We posted a Facebook Poll last week to find out how Scissors are viewed by Social Media and Online users. If you haven’t answered already and you have a Laptop or Smartphone on your person, please do so now by either finding it as a recent Tweet by Myself or Amanda or on the Facebook event page.Our next questions is, “Do you have a Sexy Brand?” By a raise of hands who here thinks they have a sexy brand?(Pick someone) Now what is your brand, and why do you think it is/isn’t sexy?(Mini Discussion, only ask 3 people at max.)
  • Case Study: Fiskars tapped into their vibrant community of crafters - dubbed "Fiskateers" - to get invaluable product feedback and spot-on ideas for new product innovation. The result: threefold increase in year-over-year sales.
  • If Tampons can be sexy, so can your brand. Your goal must now be to find out how you can make you company or brand sexy. Find out what people like or want from your brand, then find out how to make it Sexy! We are now going to give you our 6 tips for Social Media Marketing for your brand! Get to know your customers Define your Brand Make your Brand Sexy! Create unique content Use blogs to attract potential customers Use multiple inbound marketing technique
  • For more information please contact either Doris or I, we would love to help you understand Social Media more and be able to use it for your specific company and brand, and yes you as an individual can be classified as a brandContact informationOpen the floor to Questions from audienceRead more: http://blog.hubspot.com/blog/tabid/6307/bid/5079/6-Social-Media-Marketing-Case-Study-Lessons.aspx#ixzz1fOvmso00

Transcript

  • 1. Is Social Media Only For Sexy Brands?
  • 2. Amanda Wright & Doris Sun Present: Are You Sexy Enough ForSOCIAL MEDIA MARKETING?
  • 3. Doris Sun: Currently in 3rd year of Advertising:Integrated Marketing Communications Studied in multiple countries,experienced first hand how differentcultures use social media formarketing communications Strength – mobile marketing (apps,QR codes, NFC etc.)
  • 4. Amanda Wright:  3 years of Integrated Marketing Communications with a focus on Social  Chosen to attend PivotCon 2011 in NY for my Online & Social Influence  Grew up in Social Media and use it daily to learn and market myself
  • 5. Are you Sexy enough?  Do you think Scissors are sexy?  Do you have a ‘Sexy’ brand?  What are your brands?
  • 6. Who has it right:  What did they do right?  Social Media Profiles for Characters  Relevant and Interesting Content  Online Forum  Engaging #Hashtags #Waitingsucks #TBWithdrawl
  • 7. Is Social only for the Sexy? Proctor & Gamble: Always Tampax  Online Community  Made Tampons an acceptable topic  Brand Awareness, Loyalty & Social Responsibility
  • 8. Make Yourself Sexy!  Get to know your customers  Define your Brand  Make your Brand Sexy!  Create unique content  Use blogs or forums to attract potential customers  Use multiple inbound marketing technique
  • 9. Social Media Marketing Tips:  Tip #1:  Get to know your customers:  Who are they?  Do they know you exist?  What is their Social Media Tolerance?  Where are they online?
  • 10. Social Media Marketing Tips:  Tip #2:  Define your Brand  What are your goals?  What do you stand for?  What is your voice?  How do you want to be viewed?
  • 11. Social Media Marketing Tips:  Tip #3:  Make your Brand Sexy!  What does your brand have to offer them?  Is your brand or product complicated?  What is the most asked Question about your brand or similar companies?  What is they key message YOU want them to take away?
  • 12. Social Media Marketing Tips:  Tip #4:  Create unique content to drive inbound links and blogger coverage.  What can you say about your brand or industry that others won’t know  What can you offer your audience?  Unique Products  How to information  Entertainment
  • 13. Social Media Marketing Tips:  Tip #5:  Use a blog or forumto attract potential customers to your business - even in surprising industries.  You canwriteabout ANYTHING:  How to  Special Events  Upcoming Promotions  Interesting Facts  Industry Knowledge  etc.
  • 14. Social Media Marketing Tips:  Tip #6:  Use multiple inbound marketing techniques together for maximum success.  Have a directed message  Decide on an ‘End Point’  Link all Social Media to this point  Define your call to action and implement
  • 15. Are you Sexy enough?  Do you think Scissors are sexy?
  • 16. Are Scissors Sexy?  Online Craft Forum and Website  Unite all Crafters under one brand  Promote Brand Loyalty  Even Scissors can be Sexy
  • 17. Make Yourself Sexy!  Know their customers Defined their Brand  Made Brand Sexy! Created unique content Used online community to attract potential customers Used multiple inbound marketing technique
  • 18. Questions? Follow us on TwitterFor more information: