Social Networking Media How the software authors should use it? Adriana Iordan Web Marketing Manager / Avangate http://www.avangate.com

Social Network Media? Social media involves technology conversations sharing of information Social media: Web 2.0 applications : Flash, Ajax, feeds, web services, RSS, mashups wiki, podcasts, blogging & microblogging Just to name a few “ just for fun ” / “ waste of time ” , “ just noise ”

Social media involves

technology

conversations

sharing of information

Social media:

Web 2.0 applications :

Flash, Ajax, feeds,

web services,

RSS, mashups

wiki, podcasts,

blogging & microblogging

Just to name a few

Traditional & New Marketing Traditional + New Media Marketing = Effective Marketing Mix Traditional (examples): one way communication “ corporate talk”; formal company created content newsletters / e-mails “ doing communications” limited distribution channels New Media Marketing (examples) multi directional communication authenticity & transparency; informal user created content (co-creation) blogs, social networks, SMM “ building communities” Unlimited distribution channels Gapingvoid.com

Traditional + New Media Marketing = Effective Marketing Mix

Traditional (examples):

one way communication

“ corporate talk”; formal

company created content

newsletters / e-mails

“ doing communications”

limited distribution channels

New Media Marketing (examples)

multi directional communication

authenticity & transparency; informal

user created content (co-creation)

blogs, social networks, SMM

“ building communities”

Unlimited distribution channels

Why incorporate Social Networks? Consumer Internet Barometer (2008) surveys: At least 1 out of 5 social network users log on to blog or meet new people. Among the 30 and over working-age population, 1 out of 8 uses social networking sites to conduct business. Currently, 1 out of every 4 people online visits social networking sites ComScore : Facebook : 123.9 million unique visitors / May 2008 MySpace's 114.6 million unique visitors / May 2008

Consumer Internet Barometer (2008) surveys:

At least 1 out of 5 social network users log on to blog or meet new people.

Among the 30 and over working-age population, 1 out of 8 uses social networking sites to conduct business.

Currently, 1 out of every 4 people online visits social networking sites

Why incorporate Social Networks? What are the benefits? Targeted increase of website traffic Creating positive brand association Growing brand awareness Conversions and sales Control of the search results Business development More loyal users Social media profiles in Google People prefer doing business with those they know!

What are the benefits?

Targeted increase of website traffic

Creating positive brand association

Growing brand awareness

Conversions and sales

Control of the search results

Business development

More loyal users

Basic rules on New Media Marketing Basic rules of New Media Marketing Transparency & authenticity Learn to listen, have a personality Develop relationships Encourage the conversations Try to add value to your industry and community Connect with the influencers / help them find you Create content and products worth talking about “ Build communities” instead of “doing communications”

Basic rules of New Media Marketing

Transparency & authenticity

Learn to listen, have a personality

Develop relationships

Encourage the conversations

Try to add value to your industry and community

Connect with the influencers / help them find you

Create content and products worth talking about

“ Build communities” instead of “doing communications”

Microblogging for lifestreaming Twitter – social networking tool + micro-blogging Benefits (examples): Request instant feedback Build connections & reach prospects Increase brand awareness Customer support (respond to customer queries) Improve reputation

Twitter – social networking tool + micro-blogging

Benefits (examples):

Request instant feedback

Build connections & reach prospects

Increase brand awareness

Customer support (respond to customer queries)

Improve reputation

Social Voting Sites: StumbleUpon Social Bookmarking & Networking Website Benefits (examples): More targeted traffic Search engine reputation Attracting “linkerati”

Benefits (examples):

More targeted traffic

Search engine reputation

Attracting “linkerati”

Professional networks: Linkedin Linkedin Benefits (examples): Easy access to expert advice Expand contacts Get PR visibility Reinforce business brand Conduct market research

Linkedin

Benefits (examples):

Easy access to expert advice

Expand contacts

Get PR visibility

Reinforce business brand

Conduct market research

Social Network: Facebook Facebook : Benefits (examples): Facebook fan pages, ads and secret groups Sharing content easily 3 rd party applications (widgets) quickly replacing specialized websites Competitive advantage: conversational marketing Demographic targeting: ads and flyers Homepage sponsored stories (news feeds) Top 100 most influential bloggers are on Facebook

Facebook :

Benefits (examples):

Facebook fan pages, ads and secret groups

Sharing content easily

3 rd party applications (widgets) quickly

replacing specialized websites

Competitive advantage: conversational

marketing

Demographic targeting: ads and flyers

Homepage sponsored stories (news feeds)

Top 100 most influential bloggers are on Facebook

Marketing Mix Launching a new product? A major update? New marketing mix ideas: Differentiate and innovate Release and ask for feedback Think mobile Youtube, Flickr, Facebook, Linkedin Pitch editors directly Twitter account Social bookmarking sites Measure the effectiveness gapingvoid.com

Launching a new product? A major update?

New marketing mix ideas:

Differentiate and innovate

Release and ask for feedback

Think mobile

Youtube, Flickr, Facebook, Linkedin

Pitch editors directly

Twitter account

Social bookmarking sites

Measure the effectiveness

VMWARE Success Story Social Networking is of such importance for the VMWARE company that it has build a meeting place for all its communities: www.vmworld.com

Social Networking is of such importance for the VMWARE company that it has build a meeting place for all its communities: www.vmworld.com

VMWARE BUZZ VMWARE managed to create buzz around itself in the real sense of the word. It manages 18 blogs and has more than 10 specialized communities build on it’s own web platform. It can be found on all major social media platforms

VMWARE managed to create buzz around itself in the real sense of the word. It manages 18 blogs and has more than 10 specialized communities build on it’s own web platform.

It can be found on all major social media platforms

Firefox Success Story With the help of it’s huge community, Firefox managed on June 18, 2008 to break the world record for most downloads in one day: 8,002,530

With the help of it’s huge community, Firefox managed on June 18, 2008 to break the world record for most downloads in one day: 8,002,530

Mozilla Social Networking Strategy Social Networking strategy: Firefox Community portal Firefox fan page on Facebook Firefox fan page on other social networking Firefox Twitter page Official Firefox YouTube channel + Traditional public relations

Social Networking strategy:

Firefox Community portal

Firefox fan page on Facebook

Firefox fan page on other social networking

Firefox Twitter page

Official Firefox YouTube channel

+ Traditional public relations

Firefox Buzz A real success community really starts when it grows by itself.

A real success community really starts when it grows by itself.

Conclusions Immediate actions to take: Use an RSS Reader and subscribe to feeds Start a free company / personal blog / start micro-blogging Open a free page on Facebook Create a free Linkedin account Check your website content and start networking! Connect with me! Adriana Iordan, Web Marketing Manager / Avangate Email: [email_address] Twitter: http://www.twitter.com/adriana_iordan Some traditional good old marketing: Avangate Digest Newsletter http://www.avangate.com/newsletter

Immediate actions to take:

Use an RSS Reader and subscribe to feeds

Start a free company / personal blog / start micro-blogging

Open a free page on Facebook

Create a free Linkedin account

Check your website content and start networking!

Connect with me!

Adriana Iordan, Web Marketing Manager / Avangate

Email: [email_address]

Twitter: http://www.twitter.com/adriana_iordan

Some traditional good old marketing: Avangate Digest Newsletter

http://www.avangate.com/newsletter