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11-31
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Social platforms
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Boomers Net Generation
22,4 17,4 8-33
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Misconceptions
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Social networking
is a lot more than
Facebook and Youtube.
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International Community
Compliance Chief
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Community
Manager
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Online
Reputation
Manager
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Blogger Outreach
Manager
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Chief
Conversation
Officer
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“Brands are not defined
today by campaigns but by
the consumer ecosystems we
nurture to support them.”
Mike Mendenhall, HP CMO
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Sales Brand Direct
Marketing IT Marketing
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The social media scene
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Generic Social Networks
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le what I ’m doing
show peop w hat other
e to seedoing
I like to I lik are
people
one else i s on them
Beca use every
me get expose d to new ideas
They help
I like to tr y new things
ey help me me et new people
Th
y help me stay in tou ch with people I know
The
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Why would brands consider
marketing on social platforms?
1. It’s a ready-made marketing platform
2. There’s a tremendous amount of buzz from
the media for this newest form of marketing
3. There’s lots of folks using social networks
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How does it work?
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Best and Worst of Social
Networking Marketing
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Forrester’s
Social Network
Marketing Review Criteria,
1.0
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Case:
What drives you?
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1.
Does the marketing effort provide
valuable content that supports
the community member’s goals?
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2.
Are key elements of the marketing effort
available where needed?
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3.
Is the marketing effort self-fueling?
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4.
Does the marketing effort encourage
member-to-member participation?
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5.
Does the marketing effort encourage
member-to-website interaction?
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6.
Does the company participate in the effort
on an ongoing basis?
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7.
Does the marketing effort allow the members
to share the elements to other locations?
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8.
Is there an appropriate call to action?
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Recommendations:
Brands must…
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develop community-centered
content and activities
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measure success based on
new criteria
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purge the term “campaign”
from your social media lexicon
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be prepared to participate
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Niche Social Networks
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How Nerdy are You?
94.800 tests
87.000 unique visitors
3.364 send2friend
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Digital Masters
66.807 unique visitors
8.854 members
272 teams
79.309 invititations
910 pictures uploaded
191 videos uploaded
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Learnings
1. Underestimated required participation
2. Multiple Languages
3. Cultural differences
4. User Friendliness/Registration threshold
5. Keep competion & platform separated
6. Do not invade other communities
7. More involvement demanded
8. Getting the sponsors involved is not easy
9. Teachers expected more helpful content
10. …
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The social web is here
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“The concept of social networking
is evolving and morphing.
It’s now about
making the entire Web social
instead of just creating a ghetto of
destination sites where people
have to go to socialize.”
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So what can we learn from
social networks?
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Some help please...
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Google Friend Connect means more
people engaging more deeply with
your website -- and with each other.
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Google Friend Connect means more Facebook Connect is the next evolution of
people engaging more deeply with Facebook Platform - enabling you to
your website -- and with each other. integrate the power of the Facebook
Platform into your own site.
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1. Easy login
2. You are presented personalized tips & tricks
3. Your friends’ energy savings are shown
4. You publish your own progress to your friends’ news feed
5. You can compare & interact with your friends
immediately to exchange tips & tricks
6. You can compare your progress to the overall user
base on the criteria you want
7. You can contact your friend and send messages in a sec
8. Your privacy settings are respected
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The rules of the game
have changed
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... time to update your skills!
Is your organization ready?
Think about the new functions we mentioned.
Save some for Social Media
Have a look at your Marketing Mix and be sure
to include Social Media Marketing.
Think again
Social Media Marketing is not your ordinary
marketing campaign. It requires continuous
and specific efforts.
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Download the Watch the Stay up to
slides presentation date
Continue the conversation on adnerds.be
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http://proximity.bbdo.be/digitalnatives
http://adnerds.be
http://www.friendfeed.com/bartmuskala
http://www.friendfeed.com/jalgo
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