Marketing via New Media Communities Becky Carroll, MBA UCSD Extension Summer 2008

Tonight’s Topic: Communities and review Discuss homework #3: Facebook Guest Speaker: Steve Stoloff, CEO VAVi Midterm Review!

Discuss homework #3: Facebook

Guest Speaker: Steve Stoloff, CEO VAVi

Midterm Review!

Homework Assignment #3 Social Networks If you are not already using Facebook, please sign up Friend me on Facebook (“Invite your friends”, use my email address to send invite) I will create a Group for our class (private) and send you all an invite Write a half-page (double spaced) on why companies should use Facebook, and which kinds of companies should think about it. Blog: Write at least one more post! Link…

Social Networks

If you are not already using Facebook, please sign up

Friend me on Facebook (“Invite your friends”, use my email address to send invite)

I will create a Group for our class (private) and send you all an invite

Write a half-page (double spaced) on why companies should use Facebook, and which kinds of companies should think about it.

Blog: Write at least one more post! Link…

Guest Speaker: Steve Stoloff CEO of VAVi Sport and Social Club Facebook: The good, bad, and the ugly of using it for business

CEO of VAVi Sport and Social Club

Facebook: The good, bad, and the ugly of using it for business

Groundswell reasons Listening to customers Talking with customers Energizing customers Helping support customers Embracing customers

Listening to customers

Talking with customers

Energizing customers

Helping support customers

Embracing customers

What are your customers doing?

Strategy for New Media Why use it? Who is the audience? What are the goals?

Why use it?

Who is the audience?

What are the goals?

Why use New Media? Creates opportunities to build relationships Reinforces branding Differentiates Builds community among people with like interests Builds trust Less disruptive marketing messaging (hopefully!) People-focused media Source: Toby Bloomberg, Bloomberg Marketing

Creates opportunities to build relationships

Reinforces branding

Differentiates

Builds community among people with like interests

Builds trust

Less disruptive marketing messaging (hopefully!)

People-focused media

Source: Toby Bloomberg, Bloomberg Marketing

Start by listening You might try these conversation starters: What do you think? What is your concern? Let’s discuss this What are customers/the press/the competition saying about us? It is a journey: Listening to Participating to Co-Creating

You might try these conversation starters:

What do you think?

What is your concern?

Let’s discuss this

What are customers/the press/the competition saying about us?

It is a journey: Listening to Participating to Co-Creating

What are the goals for social media? Should be one more piece in a set of tools used to engage with customers Participate by listening first What do you want to do with your customers? Set rules and guidelines Decide who will say what Keep interacting!

Should be one more piece in a set of tools used to engage with customers

Participate by listening first

What do you want to do with your customers?

Set rules and guidelines

Decide who will say what

Keep interacting!

Social Media To-Do list Monitor what others are saying about you Respond quickly Utilize social media where it makes sense Be real Honesty Transparency Authenticity Passion The conversation will go on – with or without you!

Monitor what others are saying about you

Respond quickly

Utilize social media where it makes sense

Be real

Honesty

Transparency

Authenticity

Passion

The conversation will go on – with or without you!

Social Media: 6 Common Mistakes Launch without a strategy Talking about your company too much No plan to get it socialized Blogging because everyone else is… Letting IT determine the tools Thinking mass instead of micro Source: TheBuzzBin blog, www.livingstonbuzz.com

Launch without a strategy

Talking about your company too much

No plan to get it socialized

Blogging because everyone else is…

Letting IT determine the tools

Thinking mass instead of micro

Source: TheBuzzBin blog, www.livingstonbuzz.com

Social Media Tips Go where the customers/users are Use product people to respond to blogs, etc. Post valuable info your customers really want/need, then let them know it’s there See it as an additional communication channel, not as a replacement Listen before you speak Be authentic Think long-term

Go where the customers/users are

Use product people to respond to blogs, etc.

Post valuable info your customers really want/need, then let them know it’s there

See it as an additional communication channel, not as a replacement

Listen before you speak

Be authentic

Think long-term

Why Blog? Get the word out Peter Blackshaw Start a conversation 1000 Words Create a community The Cleanest Line Build relationships Fiskateers

Get the word out

Peter Blackshaw

Start a conversation

1000 Words

Create a community

The Cleanest Line

Build relationships

Fiskateers

Other reasons for blogging Test out new ideas Make your company more “human” Attract new customers Be viewed as an expert (Photo: Chad of ElementFusion)

Test out new ideas

Make your company more “human”

Attract new customers

Be viewed as an expert

(Photo: Chad of ElementFusion)

Start by listening It is necessary to listen before speaking Find out where your customers are Listen to other voices in your market Subscribe to blogs which are… Complimentary to your subject area Controversial in your subject area

It is necessary to listen before speaking

Find out where your customers are

Listen to other voices in your market

Subscribe to blogs which are…

Complimentary to your subject area

Controversial in your subject area

What does this really mean? Starting a Corporate blog: Goals/mission Audience Authors Design and format Content Frequency/commenting Traffic Marketing with Blogs

What does this really mean?

Starting a Corporate blog:

Goals/mission

Audience

Authors

Design and format

Content

Frequency/commenting

Traffic

Amazon.com Inc.: Amazon Web Services Blog Boeing: Randy's Journal Cisco Systems, Inc.: Cisco High Tech Policy Blog Cox Communications: Digital Straight Talk Dell: Direct2Dell General Electric Company: GE Global Research blog General Motors Corporation: Fast Lane Intuit: QuickBooks McDonald's Corporation: Open For Discussion Microsoft: MSDN's Microsoft Blogs Sprint: The Communications Insider (podcast) Starwood Hotels & Resorts: The Lobby Texas Instruments: Video 360 Verizon: Verizon PolicyBlog Xerox Corporation: Palo Alto Research Center Yahoo!: Yodel Anecdotal Let’s Study These: Some More Fortune 500 Blogs

Amazon.com Inc.: Amazon Web Services Blog

Boeing: Randy's Journal

Cisco Systems, Inc.: Cisco High Tech Policy Blog

Cox Communications: Digital Straight Talk

Dell: Direct2Dell

General Electric Company: GE Global Research blog

General Motors Corporation: Fast Lane

Intuit: QuickBooks

McDonald's Corporation: Open For Discussion

Microsoft: MSDN's Microsoft Blogs

Sprint: The Communications Insider (podcast)

Starwood Hotels & Resorts: The Lobby

Texas Instruments: Video 360

Verizon: Verizon PolicyBlog

Xerox Corporation: Palo Alto Research Center

Yahoo!: Yodel Anecdotal

What is a feed? Feedburner Feedblitz What is a reader? Bloglines Google Reader Firefox Newsgator Don’t forget email!! RSS and syndication

What is a feed?

Feedburner

Feedblitz

What is a reader?

Bloglines

Google Reader

Firefox

Newsgator

Don’t forget email!!

Groundswell reasons for social networks Listening to customers Talking with customers Energizing customers Helping support customers Embracing customers

Listening to customers

Talking with customers

Energizing customers

Helping support customers

Embracing customers

Used almost entirely for consumer networking, media driven Best for music, bars, anything targeting a young demographic Est. $75M in revenues this year Can use for business, but need to keep it personal Limit to how many friends you can add in one day Bulletins: messages out to your friends list Beware – too much marketing will turn people away! MySpace

Used almost entirely for consumer networking, media driven

Best for music, bars, anything targeting a young demographic

Est. $75M in revenues this year

Can use for business, but need to keep it personal

Limit to how many friends you can add in one day

Bulletins: messages out to your friends list

Beware – too much marketing will turn people away!

Used by both consumers as businesses – typically older, “white collar”, and college-educated Facebook pages, profiles, groups Consider themselves a “social utility” – much more than networking Applications and widgets aplenty! Viral nature is its power Younger generation uses InBox rather than email Let’s go have a look… Facebook

Used by both consumers as businesses – typically older, “white collar”, and college-educated

Facebook pages, profiles, groups

Consider themselves a “social utility” – much more than networking

Applications and widgets aplenty!

Viral nature is its power

Younger generation uses InBox

rather than email

Let’s go have a look…

Profiles For people Can invite friends from your profile Can add applications Pages For companies (ex: Jeep) Can become a “fan” of a company Loses some of the viral nature Groups For affiliations Discussion boards Events Can be open or closed Facebook

Profiles

For people

Can invite friends from your profile

Can add applications

Pages

For companies (ex: Jeep)

Can become a “fan” of a company

Loses some of the viral nature

Groups

For affiliations

Discussion boards

Events

Can be open or closed

Rich user information helps to customize and target Banner ads Contextual news feeds Facebook ads Applications Facebook Advertising

Rich user information helps to customize and target

Banner ads

Contextual news feeds

Facebook ads

Applications

Used almost entirely for business connections Look at mktgprofs info… Make business recommendations Find business contacts Keep in touch, regardless of which firm they go to Find job candidates Get questions answered/be seen as an expert New: advertising a la Facebook Let’s go have a look… LinkedIn

Used almost entirely for business connections

Look at mktgprofs info…

Make business recommendations

Find business contacts

Keep in touch, regardless of which firm they go to

Find job candidates

Get questions answered/be seen as an expert

New: advertising a la Facebook

Let’s go have a look…

Homework Assignment #4 Review for the midterm! Study book Ch. 1-6 Study slides Review midterm sheet

Review for the midterm!

Study book Ch. 1-6

Study slides

Review midterm sheet