Social Media & Marketing Part 2

SOCIAL MEDIA & MARKETING
PART 2

SOCIAL MEDIA & MARKETING: PART 2

4 CS OF SOCIAL MEDIA
SOCIAL NETWORKS AS WEB 2.0 TOOLS
USAGE AREAS OF SOCIAL MEDIA IN BUSINESS
SOCIAL MEDIA INTEGRATION
SOCIAL MEDIA MARKETING BUDGETS
SOCIAL MEDIA PROBLEMS
QUESTIONS TO ANSWER BEFORE ENETERING SOCIAL MEDIA MARKETING
12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SOCIAL MEDIA
STEPS OF SOCIAL MEDIA MARKETING
HOW TO FAIL ON SOCIAL MEDIA MARKETING?
SUCCESSFUL BRANDS ON TWITTER AND ACTIONS OF SM BRANDS
HOW TO BE A SUCCESSFUL SM BRAND

4 CS OF SOCIAL MEDIA

SOCIAL NETWORKS AS WEB 2.0 TOOL

Social networking is the 3rd most useful web 2.0 tool for the companies internal purposes.
On the customer related sides, social networking shared the 2nd runner level with the video sharing.

* e-marketer 2009 Research

WHY TO USE SM?

SM is mostly used for marketing by businesses.
The second business area is the internal learning.
In my opinion in a few months time, brands will be using SM mostly for customer service and support so that the call center and other customer channels work tasks will be fresher than usual.

WHY TO USE SM? – FIND CUSTOMER EVANGELISTS

The missing area inSM usage that brands did not try since now, is finding and creating customer evangelists.
The future will be ALLabout the evangelists. And the brands which do not put the evangelists in the center of marketing will NOT survive.

HOW TO INTEGRATE SM TO BUSINESS

SM must be integrated within websiteso that brands let the visitors act faster andreach more.

HOW TO INTEGRATE SM TO BUSINESS – STARBUCKS WEB SITE MAIN PAGE

HOW TO INTEGRATE SM TO BUSINESS – CADILLAC BLOG MAIN PAGE

SOCIAL MEDIA SPENDINGS

Marketersincreased their SMspendingby more than 110% between August 2008 and August 2009.*
On September 2009 marketers spend $108 million on SMmarketing.*
These growing budgets make SM more attractive platform. This is where the problems began!

*E-marketer social media spending report

THE MOST DISCUSSES TOPICS OF SM: MEASUREMENT
The measurement of SMmarketing is STILL the biggest problem!
And STILLNO clear answer!

THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE
Who will control SM for brands?

“SMwill notonly exist, but it will come under control ofthe people in PR. That’s because SMis about communication, and PR people are communication specialists.” JasonFalls,PR expert
“SMwill continue to exist and it will be lead by social media specialists.”

Jim Tobin – IgniteCom.

THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE
Who will control SM for brands?
In my opinion ;
SM must be managed INTERNALLYbybrands digital marketing team or marketing team with the help of a digital marketing consultant.

OUESTIONS TO A BRAND BEFORE STARTING TO SM

Where do you want toend up?
Who do you want toreach?
Do you have crisis management plan?
Are you a control freak?
Do you have resources to allocate?

12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM
Select a few trustworthy customersfrom different segments,
Interview these customers and ask them:

what they want toknow about.
which sources they listen to onthe Web.
what they’d like to see if they had a chance to look inside company for a day.

Identify the objectives and the metrics as clear as you can. (RSS subscriptions, pageviews, tracking inbound links)
Viewyour positioningto define relevant keywords, which will show you the way along SM.
Assign a team of cross-functional employeesto help track andto respond to SM content related to your keywords.

Set your rulesof engagement clear, no gap!
Use the identified keywords to find the details of SM influencers who are driving the conversations.
Keep in mind that these SMinfluencers are NOTalways your customers. You should care about their impact on your revenue stream will be so useful for you.

No rush! Before a blind jump, watch the topinfluencers SMcontent to position your branding tone.
Submit comments on the blogs ofinfluencers . If you havea blog, addthem to your blog roll.
Write reference posts,give links,usetrackbacksto influencers blogs. Try to engagethemin online dialog between your blogs andwith othersto develop relations.

BEFORE SM A MARKETER MUST CARE ABOUT

Marketing communication must be as sleek as marketer can in every level of the CLV.
The brand positioning must be so clearas a crystal for every team member in the company.

STEPS OF SM MARKETING

Listen
Learn
Plan
Create Content
Nurture Community
Build Buzz

Identify SM objectivesclearly
Mine the conversation
Identify key influentals
Determinetopics
Focus on: keywords, RSS, google alerts, technorati, ice rocket,...

STEPS OF SM MARKETING - LISTEN

STEPS OF SM MARKETING - PLAN

Develop a unique brand voice
Createstrategy, NOT tactics!
Allocateresources
Don’t follow the crowd
Beunique, beyourself
Focus on: Facebook, linkedin, myspace

Implement strategy
Listen to the conversation
Reach out to individuals
Don’t make it ALL about you ( % 30, not more)
Focus on: blog, twitter, digg

STEPS OF SM MARKETING - CONVERSATION

STEPS OF SM MARKETING - CONTENT

ShareVALUABLE information, that people love to talk about.
ContributeORIGINALcontent
Don’t be a copy cat
Focus on: flickr, youtube, podcast, blog

STEPS OF SM MARKETING – CONTENT- HOW TO ANSWER?
Your product is awesome!
Thank you! Your comments are so worthy for us!

Your product sucks!
Thank you for your comment! Can you please share more with us to improve? / We are aware of this problem. We are doing... to fix it.

I have a question about your product
You can find the information on (link), on our web site, we wrote a blog post about this problem,...

Collaborate
Evangelize
Don’t just sell or promote, create some value
Organizeevents online
Maximize productivity: tools, apps, ROI, SEO

,,,
STEPS OF SM MARKETING - COMMUNITY

STEPS OF SM MARKETING - BUZZ

Innovate
Experiment
Link all
Have fun

Followengagement metrics
Determineimpacton reputation
Monitor the online traffic
Generate leads
Assist customer service
Transformbrand lovers into customer evangelists

STEPS OF SM MARKETING - MEASURE

HOW TO FAIL ON SM MARKETING?

Too much marketing, not enough valuable, worthy information.
Messages away from your brand personality
Lack of brand consistency.

HOW TO FAIL ON SM MARKETING?

AbandonSM accounts, build a ghost town
Be a control freak., so kill the conversation
Don’t listen to the negative feedbacks, just face the sunshine.

SUCCESSFUL BRANDS ON SM - EASYJET

SUCCESSFUL BRANDS ON SM – KODAK

SUCCESSFUL BRANDS ON SM - JETBLUE

SUCCESSFUL BRANDS ON SM – DUNKIN DONUTS

SUCCESSFUL BRANDS ON SM – STARBUCKS

ACTIONS OF SUCCESSFUL SM BRANDS – EASYJET- FEEDBACK OF A CUSTOMER ON TWITTER

ACTIONS OF SUCCESSFUL SM BRANDS – EASYJET- EASYJET’S ANSWER TO THE FEEDBACK

ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE- CUSTOMERS QUESTION TO JETBLUE

ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE - CUSTOMERS QUESTION TO JETBLUE

ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE - ANSWERS TO QUESTIONS OF CUSTOMERS

ACTIONS OF SUCCESSFUL SM BRANDS – STARBUCKS – A LITTLE MISTAKE

HOW TO BE A SUCCESSFUL BRAND LIKE THEM ?

Followyour followersback, do NOT be a smartass!
Do NOTwait to be followed! Useyour keywordsandfind them!
Try to answer to every tweet as quick as you can
Beunique, honest and sincere in every posts

HOW TO BE A SUCCESSFUL BRAND LIKE THEM ?

Do NOTover the % 30 marketing message posts limit. Give your followers something valuable to talk about.
Do NOTqualift your followersas the numeric scores. They are real, bereal!
Humanizeyour brand, but do NOTaddanger, jealousy and other negative feelings to your brands digital personality

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Special Thanks to Deniz Mert Edincik for customized template design!