Social Media Marketing For Software Authors

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

Social Media?
Social media involves:
conversations
sharing of information
participation
technology
Social media marketing
Marcom & advertising (listening)
Search behavior
Branding & loyalty building
Customer support & acquisition
Business & Product Strategies

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

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

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, products, services worth talking about
“ Build communities” instead of “doing communications”
Basic rules on New Media Marketing

Make sure you own your identity online
Set your goals (know your intent) & metrics & tone
Listen / Research where your community is online
Decide what type of content you will provide / define your online persona
Listen & Engage & Observe & Analyze
Measure your success
How to get started Basic Social Media Plan

Twitter – social sharing tool
Benefits (examples):
Request instant feedback
Influence brand perception (Twittorati,
MuckRack, #HARO, content promotion, Forrester)
Customer support
Improve reputation (search engines, relationships)
Build connections & reach prospects
www.helpareporter.com Microblogging & Lifestreaming twitter.com/adriana_iordan

Social Bookmarking & Networking Website
More targeted traffic
Search engine reputation
Attracting “linkerati”
Social Bookmarking Sites: StumbleUpon

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

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

Launching a new product?
New mix ideas:
Differentiate and innovate
Release and ask for feedback
Twitter, YouTube, Facebook
Pitch editors / bloggers directly
Create content – blog
Social bookmarking sites
Follow HARO (Help a Reporter Out)
Measure the effectiveness
gapingvoid.com Marketing Mix

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

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 Buzz

DVDFab
Listening

Balsamiq.com (social PR, blogging, pitching to bloggers, Twitter, free licenses) – great product + story
microISV’s succes stories

Immediate actions to take:
Use an RSS Reader and subscribe to feeds
Start a free company / personal blog / micro-blogging
Place your demo movies on YouTube
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
Conclusions

Social Media Marketing For Software Authors

by Avangate BV on Jul 29, 2009

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Social Media Marketing For Software Authors — Presentation Transcript