Social Media Marketing Digital Media Adma

Community Media Laurel Papworth silkcharm.blogspot.com

Today’s presentation
What is Web 2.0?
Communication
Share: Content, Discover, Discuss
Anti-Marketing, Anti-Advertising
Alerts, RSS, widgets
Social Network fundamentals

Suppliers, Resellers, Shops, Business
Pre Web 2.0 Professional Content Developers (Advertising, Marketing, PR - agencies, studios) Mainstream Media (TV, movies, magazines)

Suppliers, Resellers, Shops, Business
Web 2.0 C2C communications

Web 3.0

Why be involved?
Loyalty ROI: visit a site 9x more stay 5x as long (Source: McKinsey)
Brand ROI: 4x un-aided brand recall (Source: NFO)
Acquisition ROI: $0-10 vs. $10-$400 per customer acquisition
Support ROI: 5x-10x more cost effective than phone support
Meet Offline (Center for Digital Futures) More than one fifth (20.3%) meet at least once a year

audreycarr.ca

How to you like to communicate?
Instant (synchronous), real time support - instant messenger, broadcast, chat channels, SMS, virtual worlds, ventrilo
Delayed (asynchronous) - email, listserv, blogs, forums, wiki,
Either? - Twitter, RSS, APIs

Communication tools
One to One - email, personal messages, IM, /tells
One to Many - blogs, mailing list, /yell
Many to Many - forums, unmoderated mailing list, virtual world, IRChat
Few to Few (gated) - follow me services, group services

Consumer Generated Content create share discover share discuss share

Create Content
Videos – YouTube
Fotos – Flickr, Photobucket
Articles – blogs, any blog
Voice – Podcasts
Presentations – Slideshare
Art – RedBubble
Puzzles – The Broth
Diagrams - Gliffy

Discover Content
News – Digg, Bloggerati
Bookmarks – del.icio.us, technorati
Marketplace – ebay, facebook
Vertical Search – aggregate engines
Social networks - twitter

Holding The Brand To Ransom Your Customer is Talking (And they won’t shut up!)

The Issues
Brand Management and Trademarks
Intellectual Property and Copyright
Control of information

Issue 1: Brand Management Or: How your customer is smashing your careful branding to smithereens…

Polo Small But Tough video

Eepybird Mentos Diet Coke

Sprite Coke Friendship Overrated

Issue 2: IP and Copyright Or: Your company’s secrets are being disseminated on the web…

2007
January to April : < 900 pages
May 1 st : 9000 pages
Today (August 07): nearly 1 million pages

Issue 3: Information channels Or: How to crash your company by not being engaged…

What to do?
READ blogs, watch YouTube
Comment and vote (rate/rank) = PARTICIPATE
LEARN from the best ones
IGNORE non-participators’ advice!!!
Don’t let the lawyers take control!
Have a clear social media POLICY internally
Create a corporate blog or wiki and MANAGE it
ACKNOWLEDGE mistakes quickly
Keep a sense of HUMOUR
STICK WITH IT!

Social Media Marketing Digital Media Adma

by Laurel Papworth on Oct 10, 2007

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Social Media Marketing Digital Media Adma — Presentation Transcript

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