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Twitter and facebook marketing  bringing it all home
 

Twitter and facebook marketing bringing it all home

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Using Social Media platform to bring a unique marketing integrated experience.

Using Social Media platform to bring a unique marketing integrated experience.

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    Twitter and facebook marketing  bringing it all home Twitter and facebook marketing bringing it all home Presentation Transcript

    • Social Media Marketing Webinar November 11, 2009 Think Innovation © 2009 Regalix Inc. Confidential, All Rights ReservedREGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR 18 SUNDAR NAGAR WWW.REGALIX.COMPALO ALTO CA 94303 USA #26, INFANTRY ROAD SECTOR 8 NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM BANGALORE 56 001 INDIA PANCHKULA 134 109 INDIA 888-REGALIX
    • About the PresenterGroup Account Director at RegalixExtensive experience in digital marketingManaged creative and strategic teams at global agencies Ogilvy, andHill & KnowltonWorks with Fortune 100 and emerging businessesHas written and spoken on the importance of innovative digitalmarketing Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 2
    • AgendaIntroductionBrief Review of Past TopicsWhat’s New?How Social Media is Changing MarketingCase StudiesQuestions and Answers Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 3
    • Social Media Landscape: Explosive Growth Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved
    • Marketing Landscape is Changing Advertise spending worldwide for television, newspapers, magazines and radio dropped 7.2% in the first quarter of 2009 – Nielsen Research Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 5
    • Brand Interaction is ChangingTraditional/Offline Marketing Web 2.0 Marketing/Social Media Marketing “I have a need” “Please make a purchase” “Let’s collaborate” One-way communication Two-way communication Consumer doesn’t have a voice Interact, engage and listen to customer No interaction with customer Listening to consumer Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 6
    • Brand Interaction is ChangingTraditional/Offline Marketing Web 2.0 Marketing/Social Media Marketing “I have a need” “We have an offer. Please make a purchase” “Let’s collaborate” One-way communication Two-way communication Consumer doesn’t have a voice Interact, engage and listen to customer No interaction with customer No interaction with customer Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 7
    • Mass Media Consumption and Communication Non-personal One-to-Many Interactive Communication Not targeted or segmented Not easily accessible Real-Time Easy Access Low Cost Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 8
    • One-to-What is One-to-Many Communication? Personal Direct Viral Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 9
    • Facebook Fan Page Basics Your Wall Fans VideosThink Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 10
    • Twitter Overview Feed Similar to FB Wall Summary of Following/Followers Number of TweetsThink Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 11
    • Twitter: What’s New? Twitter Lists Segment specific groups to follow Private and public lists Real-Time Search Early stage Inconsistent Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 12
    • Facebook:Facebook: What’s New? Facebook as a customer acquisition platform Custom applications to drive engagement Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 13
    • Participating in Social Media Activities Outcomes • Media monitoring • Consumer insightsListening • Tracking discussions • Brand feedback • Improves customer service • Posting topics • Customer acquisitionEnergizing • Starting conversations • Engages brand ambassadors • Answering questions • Humanizes the brandSupporting • Communicating directly with customers • Builds trust • Running online promos • Active community that • Viral promotion of brandEmbracing promotes the brand • Customer support through the community • Distribute branded content across web • Affordable brand buildingSpreading • Incentivizing users to engage with brand • Scaling beyond traditional advertising Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 14
    • The Gap on FacebookTypical seasonal promotionsinclude expensive TVcommercials2009 Born To Fit Campaign: noTV commercials; large FBpresence; Twitter Outreach;YouTube ChannelBenefits: Interact with audience Consumers share ideas Lower cost channel Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 15
    • Re-Ford Digital Re-BrandingFord leverages social media for directcommunicationCampaigns to re-position thecompany as “Green”Benefits: Personal communication Customers see Ford as innovative Reach brand ambassadors Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 16
    • Starbucks CommunityOnline community to engagecoffee drinkersUsing social media for crowd-sourced researchBenefits: Directly engage customers Inexpensive customer research Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 17
    • Volkswagon GTI iPhone App Volkswagon launches new car with iPhone app 2010 GTI Campaign starts with iPhone game application. Digital media channels support. “Offline” channels play a small, role Benefits: Position brand with target audience Measure reach Reach audience through an interactive application Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 18
    • Social Media is Measureable Goal Objectives MetricsStrengthen • Achieve a critical mass of • # of brand advocates (fans, followers)Relationship w/ audience • # of comments posted (blogs, forums)customers • Encourage interaction with brandIncrease brand • Discover common • New and returning visitorsawareness themes and trends • Brand awareness and loyalty • Trends compared to competitionDrive purchase • Increase in-store • Track total sales numbersintent purchases • Use online polls to ask about purchase intent Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 19
    • Tracking Social MediaMeasure the total “reach” of your brandIdentify pages, sites and links your customersvisit and interact with mostMeasure engagement by number ofinteractionsTrack influence by tracking product mentionsTrack sentiment around the specificconversations Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved © 2006 Confidential | intelligent marketing & technology solutions
    • Opportunity Do you have a comprehensive strategy? The playing field has been leveled No multi-million dollar advertising needed Small barrier to entry Smart companies are grabbing mind and market share from slow moving companies The window for first mover advantage is quickly closing Your customers are online waiting to be engaged Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 21
    • Company Overview Full-Service: Digital Marketing & Technology Talent: Leadership, Advisory, 150+ Team Customers: Fortune 500 and Venture-Backed Focus: B2B, B2C, C2C Global: HQ in Silicon Valley, 4 Offices Recognition: Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 22