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Social Media & Marketing Part I
 

Social Media & Marketing Part I

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This is part 1 of a long presentation about social media and marketing relationship.This presentation includes social media user reviews and advertising on social networks

This is part 1 of a long presentation about social media and marketing relationship.This presentation includes social media user reviews and advertising on social networks

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    Social Media & Marketing Part I Social Media & Marketing Part I Presentation Transcript

    • SOCIAL MEDIA & MARKETING
    • SOCIAL MEDIA & MARKETING: PART 1
      • WEB 2.0 TOOLS
      • WHAT IS SOCIAL MEDIA?
      • TRUTHS & MYTHS OF SOCIAL MEDIA
      • SOCIAL MEDIA USER BEHAVIOURS
      • SOCIAL MEDIA USERS REVIEW
      • VIDEO GAMERS
      • TEENS
      • TV ENTHUSIASTS
      • MOMS
      • SOCIAL NETWORKS
      • ADVERTISING ON SOCIAL NETWORKS
    • Business Process
      DIFFERENCE WITH WEB 2.0
      Communication Way
      Before Web 2.0
      resources
      services
      solutions
      After Web 2.0
      resources
      services
      solutions
      experiences
      Before Web 2.0
      customer
      brand
      After Web 2.0
      customer
      customer
    • Customer gained extra power!
    • THREE SPHERES OF WEB STRATEGY
      For success, the long term planning of a website must balance each sphere
    • WEB 2.0 TOOLS
      • Blogs
      • Forums
      • Message Boards
      • E-mail marketing
      • Communities
      • Social Media
      • Messengers
      • Online video
    • WEB 2.0 TOOLS EFFECTIVENESS
      74% said it was important to integrate the tools with other forms of customer interaction
      (*) Mc Kinsey Quarterly
    • WHAT IS SOCIAL MEDIA?
    • WHAT IS SOCIAL MEDIA?
      “SM is like teen sex.Everyone wants to do it, nobody knows how.
      When it is finally done, there is surprise it is not better.”
      Kaushick
    • WHAT IS SOCIAL MEDIA?
      “Truth is that:
      SM is the responsibility of the champions that demonstrate how it will benefit the company and the brand.”
      Brian Solis
    • TRUTHS OF SOCIAL MEDIA
      • Brands have no control over the public. Problems can spread quickly
      • 59 % of brand marketers use SM and this will swell to 82 % within 12 months *
      • % 81 of global internet users have used internet to research about a product ** % 25 of search results for worlds top 20 largest brands are links to UGC***
      • 62 % trusts corp. less than they did 1 year ago. 70 % of 20.000 people from 50 countries trusted consumer opinions ****
      • Tripadvisor: 20 million reviews positive
      *e-marketer August 2009, **(PeW 2008), *** (Techrigy 2009), ****(edelman 2009)
    • MYTHS OF SOCIAL MEDIA
      • Social media forgets quickly
      • SM is just for geeks
      • Nobody reads blogs
      • Nobody trusts a random blogger
      • People just complain online
      • It is free(resource, time, people?)
      *e-marketer August 2009, **(PeW 2008), *** (Techrigy 2009),
      ****(edelman 2009)
    • SOCIAL MEDIA USERS
      “If you want to really know the true behavior of the chimpanzee, you need to observe it in the wild.
      And to get the best concept of the behavior of the chimpanzee, you need to become — or at least be accepted as — a chimpanzee.”
      ChrisAbraham
    • SOCIAL MEDIA USERS BEHAVIOURS
      • The most popular behaviour of SM users in SM is socializing.
      • Micro-blogging by SM tools causes decreasing the growth rate of blog writing.
      IPA 2009 – Social Media Users Behaviours Research
    • SOCIAL MEDIA USERS
      • Video Gamers
      • Teens
      • Moms
      • TV Enthusiasts
      Lotame Social Media Users Review 2009
    • SOCIAL MEDIA USERS PROFILE – VIDEO GAMERS
      • more likely to be Influencers. These influencers performactions that indicate them as creators, up loaders, sharers, or raters of content.
      • Blogging was more likely an action of Video Gamers in social media.
      • 30% more likely to be interested in technology related content
      • 25% are more likely to be interested in Music over TV or Movie related content.
    • SOCIAL MEDIA USERS PROFILE – VIDEO GAMERS
      35 %
      30 %
      25 %
      20 %
      15 %
      10 %
      5 %
      Apps&
      widgets
      photos
      video
      groups
      blogs
      forums
    • SOCIAL MEDIA USERS PROFILE – VIDEO GAMERS
      30 %
      25 %
      20 %
      15 %
      10 %
      5 %
      uploaders
      actions
      bloggers
      influencer actions
    • SOCIAL MEDIA USERS PROFILE – VIDEO GAMERS
    • SOCIAL MEDIA USERS PROFILE - TEENS
      • More than ever are treating SMas a place for interaction and social expression.
      • More likely to interact in the forums compared to blogs and online groups.
      • High interest in theentertainment area, with music and sports.
      •  53%  more  likely  to  use  Apps  &  Widgets  than  the  average  user.   
      • Blogs  are  75%  less  likely  to  be  an  interest  by  teen  users  
      •  40%  more  likely  to  be  influencers.  
       
    • SOCIAL MEDIA USERS PROFILE - TEENS
    • SOCIAL MEDIA USERS PROFILE - TEENS
    • SOCIAL MEDIA USERS PROFILE - TEENS
    • SOCIAL MEDIA USERS PROFILE – TV ENTHUSIASTS
      • 31  %  communicate  primarily  through  blogs
      • 43%  more  likely  to  watch,  download, upload,or share  videos  online
      • more  likely  to  be  Influencers.  
      • Blogging  was  more  likely  an  action  
      • 60%  more  likely  to  be  interested  in  news  related  TV  content.Politics as  an  interest  ranked  higher  compared  to  all  other  series  
    • SOCIAL MEDIA USERS PROFILE – TV ENTHUSIASTS
      • 30%  more  likely  to  be  interested  incartoon  shows  compared  to  other  TV  interests  within  SM. 
      • Less  than  1%find  talk  shows  while  engaged  with  SM. 
      • 81%  more  likely  to  be  interested  in  lifestyle‐related  content  within  SM.
      • Fashion  and  Beauty  ranks  higher  in  SM. 53%  more  likely  to  be  interested  in  business.   
    • SOCIAL MEDIA USERS PROFILE – TV ENTHUSIASTS
    • SOCIAL MEDIA USERS PROFILE – TV ENTHUSIASTS
    • SOCIAL MEDIA USERS PROFILE – TV ENTHUSIASTS
    • SOCIAL MEDIA USERS PROFILE – TV ENTHUSIASTS
    • SOCIAL MEDIA USERS PROFILE - MOMS
      • mass media no longerreaches moms efficiently.
      • using the Internet forentertainment, networking and researching their core family care needs.
      • lesslikely toconduct activities such as uploading and rating content in theSM
      • Corebehaviors occurring such as blogging, downloading and watching videos.
      • Blogs are ranked the highest form of media used by moms in SM. 75% communicate primarily through blogs and forums.
    • SOCIAL MEDIA USERS PROFILE - MOMS
      • Photosare 18% more likely to be used by moms compared to videos.
      • Only 2% use apps & widgets in SM.
      • 85% more likely to be interested in TV related content within SM. 34% more likely to be interested in economics and finance compare to arts andculture interests
      • Politics as an interest ranks higher in SMcompared to living and fashion &beauty. Only 4% find sports of interest while in SM.
    • SOCIAL MEDIA USERS PROFILE - MOMS
    • SOCIAL MEDIA USERS PROFILE - MOMS
    • SOCIAL MEDIA USERS PROFILE - MOMS
    • SOCIAL MEDIA & MARKETING
      • SM users are 83 % more likely to be very brand loyal than people who don’t use SM.*
      • % 93 of SMusers believe a company should have a presence in SM.***
      • Micro-blogging sitessuch as Twitter, blogs, and networks such as Facebook and LinkedIn have all seen consumers increase the amount of time spent communicating with friends, family and co-workers.
      *Converseon 2009, *** Cone Inc September 2008
    • SOCIAL NETWORKS REALITY
      • Consumers spend 17% of their online time with SNin August. That is an 11% increase over 2008.*
      • 2/3 of global internet users visit SN**
      • Visiting SN is the 4th most popular online activity.**
      *-** Nielsen 2009, *** Cone Inc September 2008
    • ADVERTISING ON SOCIAL NETWORKS
      • Facebookand MySpaceare getting the bulk of the ad buys in the social space.
      • Facebookreceived most of the automotive, B-to-B and consumer goods ad spend
      • MySpacecornered the bulk of theentertainment, financial services and hardware/electronics advertising dollars.
      Lotame Social Networks Ad
    • ADVERTISING ON SOCIAL NETWORKS
    • ADVERTISING ON SOCIAL NETWORKS
      • social consumers are less apt to click on banner ads than consumers outside of the social media space.*
      • video creativeshad higher click-through ratesthan non-video units, with in-page units performing better on average from a CTR standpoint than expandable ads.
      • wide skyscrapers (160x600) had the highest click-through rate performance, followed by medium rectangles (300x250), and leaderboards (728x90), which had roughly the same click-through rate performance,“
      Lotame Social Networks Ad
    • ADVERTISING ON SOCIAL NETWORKS
    • ADVERTISING ON SOCIAL NETWORKS
    • ADVERTISING ON SOCIAL NETWORKS
      • expanding ads had higher interaction rates on SMthannon-expandable formats, and in-page video ads had a much higher interaction rate than in-page ads without video.
      • Contrary to the DoubleClick benchmark trends, leaderboards(728x90) had by far the highest interaction rate among the three banner sizes examined, with medium rectangles (300x25) and wide skyscrapers showing similar overall interaction rates. (Figure 5)
    • ADVERTISING ON SOCIAL NETWORKS
    • ADVERTISING ON SOCIAL NETWORKS
    • ADVERTISING ON SOCIAL NETWORKS
      • Media and Entertainment campaigns had the highest interaction rates in SM, followed by automotive campaigns. (entertainment and automotive campaigns were among the lowest in terms of overall click-through rates)
      • SMusers had higher overall video comple rates than the DoubleClick benchmarks for expandable and in-page formats(Figure 7).
      • wide skyscrapers (160x600) and leaderboards (728x90) tended to have the highest video completion rates of ad sizes, followed by medium rectangles (300x250
    • ADVERTISING ON SOCIAL NETWORKS – ADVICES FROM LOTAME
      • campaigns in the SMspaceshould aim to achieve an interaction rate or video complete goal.
      • For higher click-through rates, consider using in-page (non-expanding) video ads.
      • For higher video completion rate, consider in-page video formats over expandable formats .
      For higher interaction rate, focus on Expandable formats, both video and non-video), and avoidin-page ads that don’t offer video. Avoid formats that requireclicks as the primary form of interaction.
    • FOR YOUR QUESTIONS AND COMMENTS:
      • BLOG: http://pazarlamacigiremez.blogspot.com , http://burcutuzun.blogspot.com, http://www.marketingcircle.net
      • FRIENDFEED: http://friendfeed.com/pazarlamacadisi , http://friendfeed.com/webo
      • TWITTER: http://twitter.com/burcutuzun
      • E-MAIL: burcu.tuzun@gmail.com
    • THANK YOU!
      Special Thanks to Deniz Mert Edincik for customized template design!