Social Media Basics: Think Mobile Social Local

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What is Social Media Marketing? What different consumers are presented in the web, which strategies are common, which goals to reach via Social Media and what is the overall value? In my Social Media Basics presentation I summed up some basic key facts about the basics of social media marketing.

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Social Media Basics: Think Mobile Social Local

  1. 1. Social Media Basics:Think Social I Local I Mobile 2. March 2012 Follow me: MiriWobo@twitter I www.DearMarketer.com
  2. 2. 2. Basic Definitions – Social Media Follow me: MiriWobo@twitter I www.DearMarketer.com
  3. 3. Definition Social Media MarketingSocial MediaMarketing (SMM)is the process of generatinginterest and excitement in aBrand, product or servicethrough various Social Mediachannels by creatingvaluable content andpromoting it. Follow me: MiriWobo@twitter I www.DearMarketer.com
  4. 4. Communication in the past 1:n Follow me: MiriWobo@twitter I www.DearMarketer.com
  5. 5. Communication today Follow me: MiriWobo@twitter I www.DearMarketer.com
  6. 6. The Secret of Social Media Marketing Follow me: MiriWobo@twitter I www.DearMarketer.com
  7. 7. What is new? •  Communication at the same level (Brand/Customer) •  Recommendation culture •  Transparency (Nestlé, BP), loss of control •  Reach via viral effects •  Engagement vs. advertising pressure (Fans vs. Ads) •  Social Graphs allows target group clustering Clustering von Zielgruppen (Targeted Advertising) Follow me: MiriWobo@twitter I www.DearMarketer.com
  8. 8. 3. Social Media Opportunities forBusinesses1. Social Media Target group & channels2. Social Media Strategies Follow me: MiriWobo@twitter I www.DearMarketer.com
  9. 9. Who uses Social Media? 18-29 y. (83%) 30-49 y. (70%) 50-64 y. (51%) 65+ y. (33%) Source: The Pew Research Center’s Internet & American Life Project n=2.277 adult internet user ages 18 and older Follow me: MiriWobo@twitter I www.DearMarketer.com
  10. 10. Females, 18-34, Most Active on Social Networks Follow me: MiriWobo@twitter I www.DearMarketer.com
  11. 11. Important target groups in the web • Experts, Fans, Brand ambassadors (eg. Logo) • Consumers who seek information • Brand affine users who can be reached via promotions & entertainment • Digital Natives who can be reached anytime via web and mobile • Influencers who generate big communities Follow me: MiriWobo@twitter I www.DearMarketer.com
  12. 12. Connected Customer today • Shares Information • Rates Products • Likes Content • Writes Reviews But these are just 10% ! Follow me: MiriWobo@twitter I www.DearMarketer.com
  13. 13. Follow me: MiriWobo@twitter I www.DearMarketer.com
  14. 14. Social Media Networks: Facebook is the Winner Follow me: MiriWobo@twitter I www.DearMarketer.com
  15. 15. Social Media Relevance for Companies Follow me: MiriWobo@twitter I www.DearMarketer.com
  16. 16. Investments in the following Social Media Marketing channels Follow me: MiriWobo@twitter I www.DearMarketer.com !
  17. 17. Challenges •  Companies feel the need to use Social Media as a marketing channel •  But how? •  A lot of hype •  High investment speed •  Relevance? •  ROI Measurement Follow me: MiriWobo@twitter I www.DearMarketer.com
  18. 18. Social Media Relevance: Consumer vs. Businesses Follow me: MiriWobo@twitter I www.DearMarketer.com
  19. 19. Typical Social Activities in Each Stage of Marketing FunnelSource: Booz & Company Follow me: MiriWobo@twitter I www.DearMarketer.com
  20. 20. Strategic Social Media Marketing: Goals Customer Follow me: MiriWobo@twitter I www.DearMarketer.com
  21. 21. Strategic Social Media Marketing: Value Follow me: MiriWobo@twitter I www.DearMarketer.com
  22. 22. Overview Use Cases •  Social Ads (Display Ads) à Lead generation •  Fans & Follower à Strengthen Customer Relation •  Corporate Communication à PR/ Crisis Management •  Brand Monitoring •  Research/ Competition Watch •  Recommendation Marketing à New Customers •  Recruiting •  Customer Service & Support •  E-Commerce à Social Commerce Follow me: MiriWobo@twitter I www.DearMarketer.com
  23. 23. Facebook Example for Social Ads Follow me: MiriWobo@twitter I www.DearMarketer.com
  24. 24. Target Marketing: Based on basic demographic dataand page likes Follow me: MiriWobo@twitter I www.DearMarketer.com
  25. 25. Do Ads in Social Networks work? Follow me: MiriWobo@twitter I www.DearMarketer.com
  26. 26. 4. Social Media MarketingCampaign examples Follow me: MiriWobo@twitter I www.DearMarketer.com
  27. 27. Starbuck Ideas: Crow-Sourcing for Business Development•  Free business ideas from fans•  Brand awareness•  Customer engagement •  Example Outcome: •  Low fat & high-protein items for breakfast •  Free coffee for Gold Card members on their birthday •  Starbucks VIP card •  Buy coffee beans, get a free cup of coffee Follow me: MiriWobo@twitter I www.DearMarketer.com
  28. 28. Canada travel twitter campaign in NYC to reach out to busy Americans Follow me: MiriWobo@twitter I www.DearMarketer.com
  29. 29. Fox Volkswagen twitter campaign to generate brand awarenessfind the hidden tickets via an interactive treasure hunt. Follow me: MiriWobo@twitter I www.DearMarketer.com
  30. 30. Diesel Store Facebook POS Marketing for viral spread “First Mirror on the Wall that works in Social Networks”•  Facebook Log-In•  Take a picture•  Add a comment•  Send it to Facebook•  Goal: Creating brand awareness while user share their Diesel moment Follow me: MiriWobo@twitter I www.DearMarketer.com
  31. 31. Virtual Mini Hunt in Stockholm via Mobile App to generate buzz Follow me: MiriWobo@twitter I www.DearMarketer.com
  32. 32. 5. Today’s challenge: Social Media isgreat! But where is the money?Introducing: Social Commerce – Permission based Marketing I am a Fan! Follow me: MiriWobo@twitter I www.DearMarketer.com
  33. 33. Targeting the Social Graph Follow me: MiriWobo@twitter I www.DearMarketer.com
  34. 34. Facebook Social Graph Follow me: MiriWobo@twitter I www.DearMarketer.com
  35. 35. Collecting User Permissions (Tokens) enables businessesvaluable customer insights and recommendation marketingbased on their interests Follow me: MiriWobo@twitter I www.DearMarketer.com
  36. 36. How to collect token? It’s all about Apps! Facebook " Mobile" Online"Facebook App" Mobile App" Any Mobile App" Web Log-In" Token   Follow me: MiriWobo@twitter I www.DearMarketer.com
  37. 37. Follow me: MiriWobo@twitter I www.DearMarketer.com
  38. 38. Facebook Apps: Wallmart Shopycat helps to find the right gifts Follow me: MiriWobo@twitter I www.DearMarketer.com
  39. 39. AmEx Link Like Love•  Cardmembers link cards to program, choose favorite deals;•  AmEx sends credits to cardmembers accounts as they shop online or in stores, no coupon to print out•  Also: Rewards® points offers, entertainment access, exclusive content and special events through the application Follow me: MiriWobo@twitter I www.DearMarketer.com
  40. 40. 6. Conclusion: Think Social/Mobile/Local •  Customer behavior has changed •  Connected customer is empowered; rates, shares, likes content and products •  Content is KingCustomers don’t want to: They want personalized: •  Learn about new products •  Discounts •  Receive general information •  Purchases •  Service No matter which location or time à Think Social/Mobile/Local Follow me: MiriWobo@twitter I www.DearMarketer.com
  41. 41. Follow me: MiriWobo@twitter I www.DearMarketer.com
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