Social Networking Media
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  • 1. SOCIAL NETWORKING MEDIA Web 2.0 Begoña Ruiz Lidón – IE Business School
  • 2. Why Social Networking Media to engage with consumers?
    • A social network media can provide different advertising options
    • It is the Future: New possibilities to engage users
    • Feedback: It will help you to know better your customers
    • It will help you to concentrate on your customer needs
    • The key is participation
    • Adaptable for any budget
    • They have an incredible viral effect
  • 3. How to measure effectiveness?
    • Establish objectives: Driving traffic, membership registration, brand awareness.
    • Influence: Iberia can track people that were reached through a social media campaign and "sell" or "talk" about your brand to others as a result of your campaign.
    • Engagement: By using metrics that track the interactions of your brand (assets) with the people reached by your social media campaign. For example, number of video views or people subscribed to your social group
    • Impact: Traffic driven back to the site as consequence of actions.
    • Resonance on the social web: Bookmarks, comments, mentions and submissions
    • Engagement and Participation: Friendship and user contribution to groups such as pictures, comments, videos, blogs, events…
  • 4.
    • The question is:
    • What kind of Social Media can Iberia use?
  • 5. Niches in big Social Networks vs. Niche Social Networks
    • Niches in big Social Networks:
      • The advantage of big social networks for marketers is that there are lots of active, engaged users, there are more options for marketers. The community is alive, there is always activity.
      • As something negative we can say that you mix in with unofficial brand pages and analytics not custom-tailored to your needs.
    • Niche Social Networks:
      • The numbers are fewer in niche social networks, but the messages and activities can be more targeted that it is very important in order to have better results.
      • The data collected can become more helpful, the user information is telling us many things we can use in future campaigns.
  • 6. Iberia in Facebook
    • Perfect ‘aggregator’
    • Ideal place in order to get in contact with users, and introduce the product to users
    • Open platform, ideal for widgets development
    • Those widgets would drive people to your site
    • Easy to measure results:
      • Widgets installed.
      • People joining the community.
      • Comments inside the community
  • 7. Follow the examples
  • 8. Why not an Iberia Community?
    • Go niche and focus on brand communities
    • Brand Community: A group of people interacting with one another based on their love of a brand
    •  
  • 9. Follow the example of:
  • 10. The Iberia Community
    • Iberia users can share their experiencies flying with Iberia
    • Upload Videos and Photos about their tryps
    • Widgets (Rss, Feeds, Newsletters, News)
    • Iberia Forums
    • Sharing offers
    • Quizes and Contests with prizes for users
  • 11. Microblogging
    • Bring your employees closer together
    • You communicate indirectly and you build a kind of "family".
    • Brainstorming: employees posting very interesting links regarding the business
    • Communication is brief and to the point
    • To substitute the email or the telephone for business users
    • Create great communication flow
    • Personalize the people. You can see what people is doing
    • Dialog between employees.
  • 12. Iberia in Twitter?
    • What is Twitter?
      • Research tool: It can help us to dialog and have feedback from users
      • Users can share ideas that you can use to improve Iberia business
      • Messages go to everyone who follows you: Very well-defined audience
      • Iberia can know what people are saying about them.
      • Users respond frequently and sincerely
    • Tools:
      • Twitter Summize :You can search under key words, search for Tweets from a user, search for Tweets to a user, search for Tweets referencing a user and even translate the Tweets into a number of languages
      • Tweetscan : A real time search engine for Tweets
      • Quotably : Where you can follow the conversation online on one page –
      • Twitter on Alltop  - the news aggregation site, has the Tweets of some of the most prolific users of Twitters listed
      • Twitter makes possible a conversation, companies can ask to Twitter users about different things using it as a research tool. Using this tool you can even track the conversation( http://tweet2tweet.com/ )
  • 13. More about Twitter
    • Change the perception of Iberia Brand
    • Iberia can use Twitter as customer service
    • Offer Iberia special promotions
    • Flight updates in real time
    • Corporate tool (acting as intranet) 
    • Engaging / informational tools: Flights delayed, departure times…
  • 14. Follow the example
  • 15. What about Widgets?
    • Widgets: The small vertical apps
    • Viral effect: Let consumers spread your brand
    • Beyond customization: Remixing is the new personalization
    • Highly targeted demographics based on segments
    • Displaying related and relevant information
    • Personalization more important than context
    • In social networks Widgets can access to all user profile data; name, email, age, country, status, friends, things you like
    • Web-widgets information access is more limited
  • 16. Hit Based Widgets and Utilitarian Widgets
    • Hit based widgets are more for collecting data about widget users
    • They are entertaining and fun, not of high quality and get dumped very quickly.
    • They get used to build a huge widget network database
    • Campaign objectives:
      • To capture people’s attention
      • achieve immediate brand awareness
      • high appeal short term
      • Create an impact 
    • The utilitarian widgets are of a higher quality, cost more in production and due to its specific focus to a special target group deliver much higher quality data next to branding and advertising.
    • The user group is far more loyal and appreciates the widgets. They see them more than just as fun
    • Campaign objectives:
      • Useful for the user, with relevant content
      • Delivering quality, generating engagement with the brand
      • Appeal to engage & continue being VIRAL
  • 17. The Key: Power Law of Participation
    • The number of potential content creators and the ones with high engagement activities is tiny in comparison to the wider Web users.
    • “ Collaborative intelligence” of the contributions on the net platforms the Websites, communities and blogs can engage other users!
    • How users participate and contribute, more than where do they participate;
    • Understand consumer behaviour.
    • “ Observe the crowds, how do they behave ”
  • 18.
    • THANKS
    • ;)