Integrating social media tools into IMC

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I was asked to cover for a colleague's lecture on social media marketing and only had 3 days to put something together. A mix of original and some content borrowed from the web, so many thanks to the predecessors of social media marketing (who have had similar presentations on this topic shared online) - they are dutifully acknowledged in the last slide. :)

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  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/i7K0s4
       Reply 
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  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/i7K0s4
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I was asked to cover for a colleague's lecture on social media marketing and only had 3 days to put something together. A mix of original and some content borrowed from the web, so many thanks to the predecessors of social media marketing (who have had similar presentations on this topic shared online) - they are dutifully acknowledged in the last slide. :)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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Integrating social media tools into IMC

  1. 1. Mart 201: Social Media Marketing Presented by: Adeline Chua
  2. 2. By the end of this lecture, you should know.... • What is Social Media • What are some Social Media tools • Why is it important to consumers & marketers • How to integrate Social Media into an IMC campaign
  3. 3. Social Media Tools
  4. 4. Social Media Tools (Cont.)
  5. 5. Traditional Marketing Model • Few companies dominate the landscape • 1-to-1, mechanical & Linear
  6. 6. Social Media Marketing Model • Many companies participating • Organic and interconnected • Networked ecosystem
  7. 7. Social Media + IMC
  8. 8. Social Media Principles Am I doing any of these?
  9. 9. Groundswell: Winning in a World Transformed by Social Technologies By Charlene Li & Josh Bernoff
  10. 10. What’s the fuss?
  11. 11. 1% - Purchase 99% - Search
  12. 12. *500 M now! *
  13. 13. Burger King
  14. 14. • Created an app for FB – ditch 10 friends for free Whopper • Campaign went viral • Adopted by 20,000 users  200,000 friends sacrificed!! • App shut down (privacy concerns) • Humourous approach • Created buzz – made campaign memorable BK received over .... $50 million worth of FREE PR!
  15. 15. Twitter (King of microblogs) • Social messaging service (SMS) • Simple, quick, immediate, real-time • Broadcast messages > “tweets” • Limited to 140 characters • Publicly accessible • Follow and be followed (no reciprocity) • New features: – Lists – Geotagging – Prompted change from “What are you doing?” to “What’s happening?”
  16. 16. All natural/organic Low-fat Vegan-friendly
  17. 17. Presence, presence, presence! http://madaboutgiapo.posterous.com http://www.giapo.com/blog http://www.twitter.com/giapo http://www.youtube.com/user/thegiapow ay http://www.youtube.com/user/giapotv http://www.youtube.com/giapofriends http://www.formspring.me/giapo
  18. 18. Flavour of the Day? http://bit.ly/9muj0z
  19. 19. Each round – 1 month of free gelato! Grand prize – 3 months of free gelato! *nom nom nom*
  20. 20. Day 1: Sep 25th Day 2: Oct 2nd
  21. 21. Must include hashtags #otago #mart201 in your answer! Contest valid until 5pm TODAY. Gelato pick-up valid until end-Nov 2010 hint: Search GIAPO on Facebook!
  22. 22. What the social media experts say...
  23. 23. So what’s the first rule of social media marketing?
  24. 24. There are no rules!
  25. 25. But there are some principles that marketers should bear in mind...
  26. 26. ... Where the conversations are happening – not everything is on FB or Twitter ... What your share of the conversation is – look at current brand reputation (big player vs small player). To create brand awareness? To encourage action? ... What the conversations are that you could/should be in – among tweens? Tourists? Young families? White-collared high-income workers? ... Who the key influencers are who can help build your brand – think about key influencers in your brand community (e.g., bloggers writing honest reviews, celebrity spokesperson)
  27. 27. ... Simple syndication – distribute news via basic sharing tools ... Make it simple and easy - just a click of a button to be shared on multi-platforms ... Think inbound marketing!
  28. 28. ... Which groups, forums and networks matter? – Research deep! Hobbyists? Tech-savvy? Tribes? (e.g., eco-green consumers, coffee lovers, Twi-hards, NGOs) ... Who drives share of conversations in these communities? – Only time will tell, this needs constant monitoring and engagement. ... What are the next steps in driving relationships? – Think of Call- to-action strategies. Rewarding your loyal followers – how? Organise an event (e.g., very common among consumer blogger networks – Air NZ’s ‘Party on a Plane’ in Hong Kong)
  29. 29. Not all fans are equal, unless you've become a fan of Air New Zealand Hong Kong. In Oct 26 2009, Air NZ invited more than 30 fans and bloggers from their Facebook page for a party hosted in their plane. They enjoyed not only exquisite kiwi cuisine, but also a wine tasting crash course served with various fine wines from New Zealand.
  30. 30. It’s about integrating your IMC elements! Twitter, Sype, MSN Website, Digg, eHow Foursquare, Yahoo/Google groups Facebook, Twitter Corporate Blogs Flickr, YouTube CEO Blogs, FormSpring LinkedIn, Facebook, Tribe
  31. 31. The GOAL should be to INFLUENCE the conversation, NOT CONTROL it Social Media MUST be part of the whole marketing plan! • Who are you customers? • Define measurable goals • Have a realistic timing • Be committed Integrate Social Media with Offline Media Ensures cost-effective, persuasive & maximised reach to targeted consumer segment
  32. 32. Some ROI examples... (Quant) • Sales/ new customers • Cost savings • New conversations (on Twitter, FB, blogs) • Increase in search engine rankings • Number of referrals (influentials)
  33. 33. Some ROI examples... (Qual) • Loyalty • Interaction • Engagement • Trust • Positive image • Customer satisfaction • Awareness
  34. 34. 5 Basic ROI Rules 1. 2. 3. 4. 5. .....
  35. 35. To sum it up...
  36. 36. What is Social Media Marketing ‘Social media marketing programs usually center on efforts to create content that attracts attention, generates online conversations, and encourages readers to share it with their social networks. The message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself. Social media marketing; also known as SMO (Social Media Optimization) benefits organizations and individuals by providing an additional channel for customer support, a means to gain customer and competitive insight, and a method of managing their reputation online. Key factors that ensure its success are its relevance to the customer, the value it provides them with and the strength of the foundation on which it is built. Wikipedia (29/9/2010)
  37. 37. NOW I get it !!!!!!!
  38. 38. Thank You
  39. 39. Extra Time?
  40. 40. • Ongoing online t-shirt competition • Designs submitted by community • Best designs voted on by community • Winning designs then offered for sale • Uses FB and Twitter to give away discount codes – encourages call to action!
  41. 41. • “Threadless sold $6.2 million worth of merch last year and has pretty much quadrupled in size each year for the past four years. This year’s target = $18-$20 million.” --http://www.37signals.com/
  42. 42. Secret of success? • Self-sustaining • Devoted community • Publicity is free and viral • Quality site and products • Fun + playful = engaging • Limited editions • DIY = credibility • Strong brand
  43. 43. Some Stats and Additional Info
  44. 44. Sources http://www.youtube.com/watch?v=iyVho-D1kF4 http://www.bradfitzpatrick.com/weblog/wp- content/uploads/2009/02/080209_twitterdicted.gif http://www.slideshare.net/3wpr/social-media-marketing-2461438 http://www.slideshare.net/freshconsulting/fresh-social-media-marketing http://www.slideshare.net/HubSpot/social-media-marketing-27-awesome-stats- soundbites-and-slides http://www.slideshare.net/SROshinski/social-media-marketing-overview-share http://www.slideshare.net/SidneyEve/social-media-marketing-best-practices http://www.thetechherald.com/article.php/201022/5692/Facebook-hits-500-million-users- despite-privacy-criticism http://www.slideshare.net/adtech/final-1213447 http://www.slideshare.net/k360/getting-it-right-3108746 http://www.frogloop.com/roi http://www.slideshare.net/yongfook/social-media-roi To open http://www.youtube.com/watch?v=jV2l34lCPe4 http://www.youtube.com/watch?v=9VKRbmnqXR4 http://www.youtube.com/watch?v=2qaUxsJoNPE

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