Marketing at the speed of Social Media A comprehensive guide for beginnersBy Anis KhanPhoto: miss blackbutterfly @flickr

The rules of online marketing communications have changed.Photo: Zamber @flickr

Web 2.0 means the second generation of web design and development. Web 2.0 changed the role of Internet in our lives Photo: pankcho @flickr

Web 2.0 has led to the development of websites and services where users:take control, connect with each other, form communities, and exchange ideas, viewpoint and content. The popular services like YouTube, Wiki, facebook and twitter are examples of Web 2.0.

take control,

connect with each other,

form communities, and

exchange ideas, viewpoint and content.

Welcome to a more interactive, collaborative and democratic Internet

There are so many options; and all are related to each other. Photo: jasontheaker@flickr

Social media is the by-product of Web 2.0

Social Media Wiki-vDefinitionSocial media is online content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).Wiki- Definition

Social media is online content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

Social media is a combination of various elements for finding identity, relevance and happiness in today’s fast paced world. Photo: barca @flickr

Social Media Pillars SharingExpressionInteractive Community Networking

Within each pillar there are lots of social media options…

1. Expression: BlogsPhoto: bluedreams @flickr

Expression: Blogging Blogs are user generated online journals where the bloggers write their ideas, thoughts, feelings, point of view etc. Companies create and update blogs to tell stories, news, updates on the brand and related issues.

Blogs are user generated online journals where the bloggers write their ideas, thoughts, feelings, point of view etc.

Companies create and update blogs to tell stories, news, updates on the brand and related issues.

Types of Blogs Blogs: As detailed earlier, blogs are online journals written, edited, published, and controlled by the blogger himself. Some examples of blogger services are: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngineMicro-blogging / Presence applications: These sites allow users to post their views, status, ideas, thoughts etc. in limited words or short sentences. The examples of micro blogging websites are:Twitter, Plurk, Pownce, JaikuDiaries: In these websites the members write their personal feelings and expressions; unlike blogs, diaries are more related with personal life, for example OpenDiary.com

Blogs: As detailed earlier, blogs are online journals written, edited, published, and controlled by the blogger himself. Some examples of blogger services are: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngine

Micro-blogging / Presence applications: These sites allow users to post their views, status, ideas, thoughts etc. in limited words or short sentences. The examples of micro blogging websites are:Twitter, Plurk, Pownce, Jaiku

Diaries: In these websites the members write their personal feelings and expressions; unlike blogs, diaries are more related with personal life, for example OpenDiary.com

2. Connection: Networking

Connection: NetworkingFaster pace of life leaves little time for socializing, and social networking offers alternative platform. The social networking websites allow people to become member and connect with friends, family/ relatives, colleagues, business associates etc. These sites are like continuous party of like minded people, or present day rotary club or ballrooms. Photo:seite-3 @flickr

Faster pace of life leaves little time for socializing, and social networking offers alternative platform.

The social networking websites allow people to become member and connect with friends, family/ relatives, colleagues, business associates etc.

These sites are like continuous party of like minded people, or present day rotary club or ballrooms.

NetworkingThe users might come to these networking sites for following goals:To stay in touch with friends and family To keep business contacts Dating Common interests / online community Many of these networks also allow blogging and sharing features to serve as a single source for all social needs.

The users might come to these networking sites for following goals:

To stay in touch with friends and family

To keep business contacts

Dating

Common interests / online community

Many of these networks also allow blogging and sharing features to serve as a single source for all social needs.

3. Sharing

SharingThere is a sharing site of almost anything that can be shared on Internet. Many people generate their own content (e.g. photos, videos, presentations) and share with others; while others might upload content that doesn’t belong to them. Users also interact on the sharing websites- they make connections, give feedback and refer content to their friends.

There is a sharing site of almost anything that can be shared on Internet.

Many people generate their own content (e.g. photos, videos, presentations) and share with others; while others might upload content that doesn’t belong to them.

Users also interact on the sharing websites- they make connections, give feedback and refer content to their friends.

SharingThere are sharing websites for different content such as:Photo: Flickr, Zooomr, Photobucket, SmugMugOpinion & knowledge: wikipedia, epinions, Yelp, Yahoo! Answers, WikiAnswers, forums, poll sites Game: Miniclip, KongregateVideo: YouTube, Vimeo,Audio and Music: imeem, The Hype Machine, Last.fm, ccMixterBookmarks: Delicious, StumbleUpon, Stumpedia, Google Readersocial news/ links: Digg, Mixx, RedditReviews (Products, services and employers): epinions.com, MouthShut.com, Jobeehive.comPresentations & documents: Slideshare, scribd

There are sharing websites for different content such as:

Photo: Flickr, Zooomr, Photobucket, SmugMug

Opinion & knowledge: wikipedia, epinions, Yelp, Yahoo! Answers, WikiAnswers, forums, poll sites

Game: Miniclip, Kongregate

Video: YouTube, Vimeo,

Audio and Music: imeem, The Hype Machine, Last.fm, ccMixter

Bookmarks: Delicious, StumbleUpon, Stumpedia, Google Reader

social news/ links: Digg, Mixx, Reddit

Reviews (Products, services and employers): epinions.com, MouthShut.com, Jobeehive.com

Presentations & documents: Slideshare, scribd

Social Media Marketing

Internet advertising can be easily ignored, because unlike TVCs or full page press ads, online ads do not block the whole scene demanding attention. The users are looking for something specific on the net, and can easily ignore ads, if they are not already blocked by pop-up blockers. Thus, the advertising content has be something that the users want.Photo: blue dreams (gone) @flickr

Social Media MarketingSocial Media marketing takes the brand communications out of traditional forms and channels. Social media marketing is about communicating the brand advantages in a manner that engages the potential customers and encourage them to spread the word. Social media marketing rides on the trends and use variety of means to stay connected with the consumers, exchange views/ideas with consumers and promote brand communities.

Social Media marketing takes the brand communications out of traditional forms and channels.

Social media marketing is about communicating the brand advantages in a manner that engages the potential customers and encourage them to spread the word.

Social media marketing rides on the trends and use variety of means to stay connected with the consumers, exchange views/ideas with consumers and promote brand communities.

Difference with Mass Media The key difference between social media communications and other forms of mass communications (TV, Press, outdoor ads, PR, events etc) is as follows:The social media allows spontaneous feedback of the consumers, and gives them control to spread the word. Social media can treat the brand in a different manner than what the core brand proposition suggests Social media can be targeted to specific user groups

The key difference between social media communications and other forms of mass communications (TV, Press, outdoor ads, PR, events etc) is as follows:

The social media allows spontaneous feedback of the consumers, and gives them control to spread the word.

Social media can treat the brand in a different manner than what the core brand proposition suggests

Social media can be targeted to specific user groups

Characteristics of Social Media MarketingInteractive and dynamic Creative Experimentation Short LifeConsumer is really the King Photos (in order): @flickrJasenRobillardbreeleedacastellanoLuis Eduardo

Characteristics of Social Media MarketingHighly dynamic and interactive; one idea can be used into several mediumsThe consumer is really the king, you cannot throw anything on their face ; unless the users really feels the content worth reading or spreading, they are not going to do it. Social Media allows creative experimentation without damaging the core brand equity Social media communications have very short life; this is why high speed of response and adaptability might be very crucial in the social media.

Highly dynamic and interactive; one idea can be used into several mediums

The consumer is really the king, you cannot throw anything on their face ; unless the users really feels the content worth reading or spreading, they are not going to do it.

Social Media allows creative experimentation without damaging the core brand equity

Social media communications have very short life; this is why high speed of response and adaptability might be very crucial in the social media.

Viral videos/ photos Viral videos/pics present the brand in an interesting, often crazy manner Viral content does not do a hard sell, but just give a point of view on the brand Many times the viral content do not appear to be sponsored by the brand itself Viral content allows for creative experimentation, and especially the ideas that cannot be used in mass media due to social and brand reputation concern

Viral videos/pics present the brand in an interesting, often crazy manner

Viral content does not do a hard sell, but just give a point of view on the brand

Many times the viral content do not appear to be sponsored by the brand itself

Viral content allows for creative experimentation, and especially the ideas that cannot be used in mass media due to social and brand reputation concern

Advantages Social Media MarketingBuilds word of mouth reputation Empowers consumersBuilds brand communities Brands get personal touchActive listening to the consumers Faster conversation – especially blogs can carry news very faster than any other medium Cost effective- you can start for free , and when consumers spread the word, it is also for free

Builds word of mouth reputation

Empowers consumers

Builds brand communities

Brands get personal touch

Active listening to the consumers

Faster conversation – especially blogs can carry news very faster than any other medium

Cost effective- you can start for free , and when consumers spread the word, it is also for free

Caution Social Media MarketingTwo edged sword- you need to be open to criticism as well Avoiding hard sell – most of the people would want entertainment only Scandals spread fast – if there is a marketing or product blunder, the news will spread very fast; but, if you are there on the social media, you can at least give the other side of the story Needs constant update and new ideas- people lose interest fast Respect the intelligence of consumers- if you try to play smart, they will know it

Two edged sword- you need to be open to criticism as well

Avoiding hard sell – most of the people would want entertainment only

Scandals spread fast – if there is a marketing or product blunder, the news will spread very fast; but, if you are there on the social media, you can at least give the other side of the story

Needs constant update and new ideas- people lose interest fast

Respect the intelligence of consumers- if you try to play smart, they will know it

How to leverage social media- Questions to askDoes your social media initiative add value in the lives of consumers- does your blog give some new news or point of view, is your viral content really interestingAre your targeted audiences available on the social media, and if yes, what type of social media they are most likely to follow?Are you keen to listen to your target audiences in the social media?Can you stand up negative comments or criticism on the social media?Can you really control your social media initiatives without losing control?

Does your social media initiative add value in the lives of consumers- does your blog give some new news or point of view, is your viral content really interesting

Are your targeted audiences available on the social media, and if yes, what type of social media they are most likely to follow?

Are you keen to listen to your target audiences in the social media?

Can you stand up negative comments or criticism on the social media?

Can you really control your social media initiatives without losing control?

Right Expectations from Social Media MarketingSocial media initiatives are not going to compensate mass media advertising. Social media has reach for only certain type of target audiences (probably younger and tech savvy), it is good to create buzz but may not reach all the consumers Social media generates talk value for the brand, but the real shift in brand image will come from comprehensive efforts through brand communications in mass media, brand behavior in key touch points, and brand delivery and experience

Social media initiatives are not going to compensate mass media advertising.

Social media has reach for only certain type of target audiences (probably younger and tech savvy), it is good to create buzz but may not reach all the consumers

Social media generates talk value for the brand, but the real shift in brand image will come from comprehensive efforts through brand communications in mass media, brand behavior in key touch points, and brand delivery and experience

Tips for Social Media Marketing

1. Tell them stories Coca-Cola blog has lots of stories related with the brand. Blogs and micro-blogs offer opportunity to tell news, initiatives, developments related with the brand in different dimensions

Coca-Cola Example: Blog

2. Give them a toySony created Vampires Widget with 30 Days Night, to promote their movie Vampires, where members bite each other to receive points (and duel).

Sony Example: Facebook

3. Give them something to exploreDell has an island on the virtual world ‘Second Life’ where users explore different places.

Dell Example: Virtual World

4. Entertain themHonda has a channel on YouTube that shows different videos related with Honda

Honda Example: YouTube

5. Reward themTo celebrate Moonfruit's 10-year anniversary, the company created a contest where Twitterers could win one of 10 Apple MacBook Pros over a seven-day period. It create much buzz, tripled trials of company’s products and paying customers increased by 20%.

Moonfruit Example: Twitter

6. If you have got a crazy idea, use it P&G created a fictitious ‘boy with girl’s parts’ to promote Tampax tampons. This boy had videos, blog, twitter updates to give what it feels like being a girl, and would often talk about Tampax in the stories

Tampax Example: Comprehensive

And remember, social media is highly interlinked, if you really have something interesting, it will go on spreading..SharingExpressionInteractive Community Networking

Essential learning:Instead of doing hit and run activities, plan a complete initiative or promotion which can be promoted across different social media channels. This will create synergy in different channels. Even your other marketing communication machinery e.g. ad campaign or PR can be used to promote this initiative. P& G Tampax and Ford Fiesta are few of the examples to refer to for comprehensive use of social media.

Criteria for evaluation:A good social media initiative will be:Interesting, exciting and having some news Adding value to the consumer knowledge, insight, perspective or life Add popularity to the brand Promising brand growth

Interesting, exciting and having some news

Adding value to the consumer knowledge, insight, perspective or life

Add popularity to the brand

Promising brand growth

Good Luck!!! Thanks for your time..Mohammed Anis Khan Blog: http://disciplinedcreativity.blogspot.com/LinkedIn: http://www.linkedin.com/in/aniskhanPhoto: Matt Hamm @flickr