Social Media & Marketing

Social Media
agathaemina@yahoo.com

We will Talk About
What?
Use?
Niche?
Facts
Tools
The Act
Execution
ROI
Ponder

What?
Conversation Between
Actual
Humans

Interaction
Publishing
Advertainment
Relationship
Broadcasting
Branding
& Marketing
and More...........

Use?
Reach –Out
Customer Feedback
Customer Service
Promotion
Advertising
Build & Maintain Reputation
Behind the Scenes Look...

Niche?
Low barrier to Entry
Low cost/high returns
Global
RECENCY

RECENCY

Facts
By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network
Social Media has overtaken porn as the #1 activity on the Web
1 out of 8 couples married in the U.S. last year met via social media
Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.
If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia (note that Facebook is now creeping up – recently announced 300 million users)
Yet, some sources say China’s QZone is larger with over 300 million using their services (Facebook’s ban in China plays into this)
comScore indicates that Russia has the most engage social media audience with visitors spending 6.6 hours and viewing 1,307 pages per visitor per month – Vkontakte.ru is the #1 social network
2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction
1 in 6 higher education students are enrolled in online curriculum
% of companies using LinkedIn as a primary tool to find employees….80%
The fastest growing segment on Facebook is 55-65 year-old females
Ashton Kutcher and Ellen Degeneres (combined) have more Twitter followers than the
population of Ireland, Norway, or Panama. Note I have adjusted the language here after someone pointed out the way it is phrased in the video was difficult to determine if it was combined.
80% of Twitter usage is outside of Twitter…people update anywhere, anytime…imagine what
that means for bad customer experiences?
Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing
e-mail addresses to incoming freshmen
What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…
The #2 largest search engine in the world is YouTube

Wikipedia has over 13 million articles…some studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-English
There are over 200,000,000 Blogs
54% = Number of bloggers who post content or tweet daily
Because of the speed in which social media enables communication, word of mouth now becomes world of mouth
If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour
Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0
25% of search results for the World’s Top 20 largest brands are links to user-generated content
34% of bloggers post opinions about products & brands
People care more about how their social graph ranks products and services than how Google ranks them
78% of consumers trust peer recommendations
Only 14% trust advertisements
Only 18% of traditional TV campaigns generate a positive ROI
90% of people that can TiVo ads do
Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009
25% of Americans in the past month said they watched a short video…on their phone
According to Jeff Bezos 35% of book sales on Amazon are for the Kindle when available
24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us.
In the near future we will no longer search for products and services they will find us via social media
More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook…daily.
Successful companies in social media act more like Dale Carnegie and less like David Ogilvy Listening first, selling second
Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertiser

Tools

But 1st - Become a Social Authority
If the you can convince people of your genuine knowledge &expertise in a specific area or industry by providing valuable and accurate information on an ongoing basis, the recipient of that information – and that message – trust begins to develop naturally.
Participation in Wikipedia
Providing valuable content through social networks on platforms such as Facebookand Twitter
Article writing and distribution through sites such as Ezine Articlesand Articlebase
Providing fact-based answers on "social question and answer sites" such as EHow and Yahoo! Answers.

The Act
Multimedia & Entertainment: Video Sharing, Photo Sharing,
Presentation Sharing, Photography Sharing,
Music & Audio Sharing, Livecasting, Virtual Worlds, Games etc
You Tube-Networking and video sharing

Photo sharing www.slide.com
Presentation sharing www.slideshare.net
Music & Audio Sharingwww.blip.fm
Livecastingwww.livecast.com
Games/Virtual Worlds www.secondlife.com

Communication: Blogs, Micro-blogging, Social Network Applications, Events,
Discussion boards/forum
Blogs
Each lens would present a view of any topic . This then contain that person's links to related websites, blogs, RSS feeds, eBay, etc. Anyone looking for similar information would then use such a lens as a starting point for their own searches.
Choose a Name.
Domain Name.
Select the Right Contents and Tags.
www.squidoo.com
Blogs can be personified to suit your brand
Pay attention to search engine optimization, directory listings, link building, and other promotion techniques.
Get all of your friends to read your blog, it is a great way to start out.
Only write if you have something worthwhile to say.
incorporate a few SEO techniques, add tags, keywords. submit your site to some indexes and listing directories.
Join a community of bloggers who read and respond to each other's blogs.
www.blogger.com

Tweeting
Marketer can use Twitter to jumpstart a list
of followers that can grow into thousands.
Use Twitter to attract members who are interested in your products.
Keep providing them something nice to look forward to, they will always be enticed to purchase something from your company.
www.twitter.com

Facebook
For a business, you should create a Fan Page.
Customize Your Page.
Offer Deals.
Encourage Committee interaction.
Aggregate your Social Streams.
Be Creative
Evaluate Your Needs & Tread Carefully.
www.facebook.com
Discussion Boards & Forums
-Nairaland.com
Forums are an excellent ways to promote your product.
Companies have their own forums where people can meet and help each other. This is an excellent way to get your problems solved by an expert.
You can reach your targeted crowd very easily and remain in constant touch,
www.nairaland.com

Authority Building & Social Bookmarking: Wikipedia, Wikimedia, StumbleUpon, Google Reader,
Reddit, Digg, Yahoo Answers, Delicious, Ezine Articles
Wikipedia
Wikipedia has become quite an authority among encyclopedias.
Before you decide to write a commercial on the site, be aware that the Wikipedia community frowns heavily upon self-promotion, even banning the IP addresses of those who abuse the system. But if you have valuable content to contribute.
Part of Wikipedia’s online authority can be yours if you keep in mind that your submissions should be written in a completely unbiased, often technical, and authoritative style.
www.wikipedia.com
Digg
Digg is a social bookmarking site
Joined Digg & set up your profile.
Remember, Digg is a popularity site, getting your site high up is a bit like a contest, you need to know a lot of people on Digg & get them to recommend your site. However, you will need to put in a lot of work to earn the respect of the users. You cannot simply post pages from your website. You should aim to post interesting content that others will be interested in.
www.digg.com

StumbleUpon
Instead of searching for specific items on search engines like Google, Stumble Upon users only have to tag specific personal or professional interests and then ‘channel surf’ the web by simply clicking on a button on Stumble Upon tool bar.
www.stumbleupon.com
Yahoo Answers
By utilizing the categories in Yahoo Answers, a site owner can use the content and knowledge available via their site or research to actively answer questions which are being asked within Yahoo Answers and not only will such participation build that expert recognition, but also possible traffic, links and sales.
www.answers.yahoo.com

Reviews: Mouthshut.com, Askville, Yahoo Answers
Askville
Use them for live market research.
Communicate directly with your target market on a micro-level.
Features discussions on medical topics, entertainment, business, parenting, pets and practically anything else you can imagine. No matter what niches you work in, you will find your target audience asking questions – and more than willing to answer them as well.
www.askville.amazon.com

Execution

1. Find Out What People Are Saying About Your Organization
Technorati is a website dedicated to blogs and personal sites.
It compiles of blogs, titles, authors and users like no other site online.
You can read reactions to a blog posting. As if it were a conversation thread.
Sign-up for Google Alert
Put in the information you want to receive
Set-up timeless
Keep Tracking.
Twitter gives you a fragmented experience of opinions, events, news, ideas and feedback

2. Strategise Response & Your Vehicles-
Remember, VEHICLE is based on ‘Who’ Your Audience are
Connect!

3. Start Spreading the News
Stay Consistent with the Organization’s brand
Keep all Vehicle Alive, Consistent & Connected
Place Logo on Website
Signature for emails
Be Responsive
Have fun with the Community
Stay Alert for Latest News
Stay Interesting
Contribute to Others
Spread News on Events
Participate in Polls
Take the Time to Appreciate Contributions

Be Creative
Pictures! Images! Graphics! Fun!

ROI

This chart places marketing and PR activities along two axes: from reactive to proactive and tactical to strategic.
Activities in the
gray section
are typically
associated with
monitoring
solutions.
Sure, there's some
value in the
gray area.
Being smart and informed early in the process (regarding Market Research, for example) pays
greater dividends
than being smart later (Crisis Management, for example).

Cultural Differences & Social Media
Different speeds of adopting social media
Differences in how locals use media
Differences in how businesses can use social media in different countries
Engagement
Hesitation
Networking
Shyness
Develop cultural awareness
Do your research
Adapt your communication & social approach
Use different Platforms
Anticipate Where to spend time
Identify the most relevant for their business

Success
According to Forbes For its 2006 holiday campaign, the office supply retailer encouraged Web users to upload pictures of themselves. An elf, with those faces, would then dance. The campaign, created by Oddcast, led to the creation of more than 122 million elves during that holiday season. It increased site traffic and generated a number of wannabes and spin offs, driving sales and brand awareness.
To promote the opening of a new store in Malmo, Sweden, Ikea had the store manager post pictures of the the new showrooms on Facebook. The first people to tag the items won them. Awareness spread rapidly from participants to their Facebook friends. The campaign won a 2010 Gold Cyber Lion at Cannes. "[This is] a great idea that not only is highly viral but gets consumers engaging with actual merchandise," says Brandon Evans of social marketing agency Mr. Youth.
This popular CareerBuilder promotion, created in 2006, allows users to send personalized, primate-themed e-cards for all occasions. According to Oddcast, a viral marketing company, more than 100 million Monk-e-Mails have been sent since the campaign launched.
The Guinness Book of World Records says this YouTube megahit, which features computer-generated babies on roller skates breakdancing and backflipping, is the most viewed online ad in history. This one is purely about the numbers, with the effort, from Euro RSCG in Paris, receiving more than 54,000 comments and tweets to date, as well as more than 60 million views.
Farmville

Ponder
The language of social media marketing applies to all marketing technique.
‘It’s psychology, It’s creativity’
Know how social media works.
Know what type of content/bait works for different websites.
Know what type of marketing strategy to adopt for a high possibility of success.

About Author
Agatha Emina
Contact: agathaemina@yahoo.com
Reference
www.mashable.com
www.marketingcharts.com
www.socialmediatoday.com
www.advertising3.spaces.live.com
www.techipedia.com
www.smobot.com
Others: Social Networks
Media Tools etc. Google Images.

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Social Media & Marketing

by Zest Online on Aug 24, 2010

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Social Media & Marketing — Presentation Transcript