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

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

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”

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?

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

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

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”

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

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

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

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

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

Benefits (examples):

More targeted traffic

Search engine reputation

Attracting “linkerati”

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

Linkedin

Benefits (examples):

Easy access to expert advice

Expand contacts

Get PR visibility

Reinforce business brand

Conduct market research

Facebook: Benefits (examples): 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

Facebook:

Benefits (examples):

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.

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

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

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

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

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

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

DVDFab Listening

DVDFab

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

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

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

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