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Marketing To The Social Web
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Marketing To The Social Web

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My presentation at the Marketing Mix 3rd Interactive Marketing Summit, in Sandton. TOPIC: How to develop conversations with your customers. How to create interactive relationships utilising blogs, …

My presentation at the Marketing Mix 3rd Interactive Marketing Summit, in Sandton. TOPIC: How to develop conversations with your customers. How to create interactive relationships utilising blogs, vlogs, podcasts, aggregators, RSS feeds and micro-blogging engines.

Published in: Business, Technology

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  • Excellent. Clear explanation, easy to understand.

    Darren Mack
    www.lyricsringtones.org/
    www.shibidoo.com/
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  • Very interesting ppt. The research indicated PPT only contains 30% of information; therefore the 70% valuable information comes from the presenter himself/herself. soEZLecturing.com provides you a chance to record your voice with your PowerPoint presentation and upload to the website. It can share with more readers and also promote your presentation more effectively on soEZLecturing.com.

    www.soezlecturing.com
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Transcript

  • 1. … or how to have structured conversations with customers and live to tell the tale Marketing to the Social Web
  • 2. Conversations are the key
    • They’re about talking
    • They’re also about listening
    • The technology is a red herring
  • 3. How do you have these conversations?
    • Through social media
      • Blogs
      • Social Networks
      • Microblogging
    • This works because social media are conversations
  • 4.
    • Used Facebook, Twitter, Blogs and YouTube
    • 4000 Facebook members (a third of guests)
    • 50+ dedicated blog posts
    • Constant buzz on Twitter (hundreds of tweets)
    • All = Sold out event
    Case study 1
  • 5. Why isn’t everyone doing this?
    • It’s risky
    • It’s a full time job
    • Too few large companies take the net seriously
    • Too few people can see past the poking
    • Ignorance and fear
  • 6. Can’t I just ignore it?
    • The conversations are out there already
    • People are starting to expect it
    • Be the first – and reap the rewards
    • It’s the ultimate form of research
  • 7.
    • One disgruntled customer
    • Set up a blog
    • Flooded with other horror stories
    • Still no official response from SAA
    • Immeasurable brand damage
    Case study 2
  • 8. Case study 3
  • 9. BLOGS: the basics
    • The evolving story of your brand
    • Pick a good engine (Wordpress)
    • Make the domain obvious
    • TALKING:
      • Posts
      • Replies (comments and posts)
    • LISTENING
      • Reading
      • Comments on other blogs
      • Linking to other blogs
  • 10. BLOGS: DO’s
    • Choose an angle / flavour / personality
    • Read, read, read
    • Comment everywhere
    • Link to other blogs
    • Post about posts
  • 11. BLOGS: Don’ts
    • Just put up press releases
    • Close or delete comments
    • Delete posts
    • Ignore comments
    • Neglect it
  • 12. SOCIAL NETWORKS: The basics
    • The most personal form of conversation
    • Choose the right network for the job
    • Start and join all the mechanisms
    • Use events engines wherever possible
    • TALKING:
      • Your own groups and pages
      • Invitations and updates
    • LISTENING:
      • Other people’s groups / pages / profiles
      • Forums
      • Messages
  • 13. SOCIAL NETWORKS: DOs
    • Use a real person
    • Find existing conversations and join them
    • Start new conversations
    • Talk directly to people
    • Seek out brand ambassadors
  • 14. SOCIAL NETWORKS: Don’ts
    • Ignore brand nemeses
    • Try too hard
    • Be lazy
    • Seek to control
  • 15. MICRO-BLOGGING: The basics
    • A way to broadcast thoughts (and feelings) to likeminded thinkers (and feelers)
    • A way to hear – unfiltered – what people think
    • Use a real person but be honest
    • Follow followers!
    • TALKING:
      • Posts (Tweets)
      • Post links
      • Direct messages
    • LISTENING:
      • @replies
      • Follow people
      • Follow links
      • Reposting (Retweets)
  • 16. MICRO-BLOGGING: Dos
    • Find and follow influencers and stake holders
    • Join conversations with meaningful replies
    • Attract followers
    • Have a personality
    • Participate hourly
    • Have a little fun
  • 17. MICRO-BLOGGING: Don’ts
    • Treat it like another channel to promote your blog
    • Ignore negative or difficult conversations
    • Argue – rather discuss
    • Neglect it
    • See it as “office hours only”
  • 18. Get into a rythmn
    • BLOG weekly
    • SOCIAL NETWORK daily
    • TWEET hourly
    • They are all part of the same ecosystem
  • 19. Tie it all together!
    • The web is about connectedness
    • Put your twitter feed on your blog
    • Tweet your blog posts / events
    • Post about posts!
    • Retweet
    • Tell the story
  • 20. Be Zen
    • There will be bad days
    • Denial is brand death
    • Anger is short – respect is long
    • You can’t win ‘em all
    • Listen, listen, listen