EFM Morning Brew: Social Media Update - New Tools for Branding with Social Media


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Social media is an evolving landscape, and sometimes it's overwhelming to keep up. Through a recent Morning Brew we had at EFM (www.efmexperience.com), we helped local marketing professionals understand the newest landscape in social media, explaining latest changes in the channels and best practices by companies big and small.

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  • Social Media is such dynamic, ever evolving space and this presentation really helps clarify where things are going. The new Bing map (now in Beta) that allows you to go inside buildings and blend user videos/photos with the environment made my head spin. Google Maps has such a stranglehold on the market, but maybe not for long. Amazing job team EFM!
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  • Facebook is still the dominating force in Social Media Myspace is disapearing (though a comeback may be on the rise if they capitalize on their music side)Twitter is on the decline for new users, but those who tweet are avid about itLinkedIn is greatly used by the older generations for networking
  • To learn more visit: http://news.cnet.com/8301-13577_3-10456095-36.html
  • To learn more visit: http://blogs.msdn.com/outlook/archive/2009/11/18/announcing-the-outlook-social-connector.aspx
  • Watch TED video of it in action: http://techflash.com/seattle/2010/02/video_bing_maps_at_ted.html
  • Read the article at: http://www.rice.edu/nationalmedia/news2010-02-18-facebook.shtmlAnd the Harvard Business Review article at: http://hbr.org/2010/03/one-cafe-chains-facebook-experiment/ar/1
  • EFM Morning Brew: Social Media Update - New Tools for Branding with Social Media

    1. 1.
    2. 2. CURRENT STATE<br />OF SOCIAL MEDIA<br />
    3. 3. PARTNERING AND STAKING CLAIMS<br />Social and nonsocial channels are continuing to partner to make an interconnected network<br />Read our blog post for more: http://efmexperience.com/html/blog/welcome-to-social-town-2<br />
    4. 4. RIGHT NOW<br />TRENDS 18+<br />73%<br />48%<br />19%<br />14%<br /><ul><li>Facebook is still the dominating force in Social Media
    5. 5. Myspace is disappearing (though a comeback may be on the rise if they capitalize on their music side)
    6. 6. Twitter is on the decline for new users, but those who tweet are avid about it
    7. 7. LinkedIn is greatly used by the older generations for networking</li></li></ul><li>LEVELS OF ENGAGEMENT<br />
    8. 8. DON’T FORGET SOCIAL<br />48%<br />of marketers include “forward to a friend”features in their e-mails<br />13%<br />make it easy to share contenton social networks<br />
    9. 9. WHAT’S NEW IN<br />SOCIAL MEDIA<br />
    10. 10. RIGHT NOW<br />Companies often establish a single voice of the company<br />
    11. 11. SOON<br />Twitter will enable Contributors, which helps users know about the real people behind organizations.<br />
    12. 12. VIRTUALCURRENCY<br />+<br />Use PayPal/PayPal Money Transfers to pay <br />for Ads and Facebook Credits<br />PayPal Credits<br />Being tested in a small number of Facebook apps<br />as a way to a virtual method of payment<br />E-Commerce on Facebook<br />This changes the game for Facebook Page owners. One day, you will be able to sell your product directly to Fans<br />
    13. 13. SOCIALCONNECTOR<br />+<br />Integrates with LinkedIn<br /><ul><li>Outlook Social Connector available now for Office 2010 beta
    14. 14. Email LinkedIn connections through Outlook
    15. 15. Also incorporates Facebook and Myspace</li></ul>Automatically expand your LinkedIn network by<br />clicking a button next to received emails<br />
    16. 16. +<br />A view of LinkedIn incorporated into Outlook with the Social Connector<br />
    17. 17. SUBTITLES<br />Subtitles can now be added to YouTube videos, which makes content fully searchable by Google<br />
    18. 18. CONNECTIONS<br />YouTube also keeps track of what you and your friends are watching, then recommends videos based on what has been viewed and shared. Soon, YouTube will also recommend friends, based on content watched.<br />
    19. 19. COMPETITORS<br />Keep your eye on these guys. YouTube isn’t the only game in town.<br />
    20. 20. KEY FEATURES<br />Automatic friends lists<br />Rich fast “sharing” via other social media outlets<br />Public & private sharing ( Causing some trouble )<br />Inbox integration<br />“Recommended Buzz” = friend-of-friend content - Recommendations learn over time with your feedback.<br />However…<br />Received backlash over privacy issues but are regrouping, so keep Buzz on your radar<br />
    21. 21. MOBILE<br />Posts tagged with geographical information<br />have greater context<br />Live Tweeting-type implications?<br />
    22. 22. THIS IS CRAZY<br />By using augmented reality, Bing Maps overlays Flickr images and streams video in real time<br />Watch TED video of it in action: http://techflash.com/seattle/2010/02/video_bing_maps_at_ted.html <br />
    23. 23. Case Studies<br />
    24. 24. WHAT’D THEY GIVE?<br />Love<br />Shampoo samples<br />Occasional free cookies<br />Community<br />
    25. 25. WHAT’D THEY GET?<br />21,447 engaged visitors<br />6,000 new customersOnline shopping via FB<br />Increased in-store spendingMedia coverageMeasured loyalty benefit<br />6x expected attendeesSecond eventThought leadership<br />
    26. 26. Social Media Mix<br />
    27. 27.
    28. 28. SOCIALLY UNEXPECTED<br />Skittles created a unique throw down by pitting their Facebook Fans against their Twitter Followers. Appealing to our inherent love of competition, and potential love of the underdog was an intriguing way to promote social.<br />
    29. 29. SOCIALLY GOOD<br />For Valentines Day, Skittles created a custom Facebook tab with an application that allowed Fans to make Valentines Day cards. When we checked, 21,447 fans engaged with the application.<br />
    30. 30. One lucky parking officer was chosen to receive all the Facebook Fan’s greetings.<br />
    31. 31. SHARING IS CARING<br />They even recorded the officer receiving the cards (complete with a man dressed as cupid).<br />
    32. 32. SOCIALLY UNEXPECTED<br />Again, another way Skittles intriguingly incorporated their social channels. By keeping track of specific color-themed tweets, a competition arose out of which color was more popular.<br />
    33. 33. Social Media Mix<br />
    34. 34.
    36. 36. SHOPPING ON FB<br />After taking a quiz, visitors to Living Proof’s “Shop Now” tab are encouraged to purchase products. After clicking the “buy now” button, a new window is displayed for immediate checkout.<br />
    37. 37. BRANDING TWITTER<br />Take full advantage of Twitter – brand it! Make sure your icon is brand distinguishable and that colors are formatted to match your background. Keep your background simple – your tweets should be the star.<br />
    38. 38. BLOG + TWITTER<br />Remember to cross-promote. Living Proof used their blog to promote their Twitter giveaway. <br />
    39. 39. Social Media Mix<br />
    40. 40.
    41. 41. RARE STUDY<br /><ul><li>Rice University conducted a study called "How Effective is Facebook Marketing?“ </li></ul> (available at http://www.rice.edu/nationalmedia/news2010-02-18-facebook.shtml)<br /><ul><li>1700 customers surveyed over 3 months</li></ul>"It is amazing what people will do for a free cookie or a brownie, you know. If we have a survey or are trying to get people's opinions, they are very happy to give it," said Brook.<br />
    42. 42. CHA-CHING<br />Compared to typical customers, Facebook fans:<br /><ul><li> Made 36% more visits to DG's stores each month
    43. 43. Spent 45% more of their eating-out dollars at DG
    44. 44. Spent 33% more at DG's stores
    45. 45. Had 14% higher emotional attachment to the DG brand
    46. 46. Had 41% greater psychological loyalty toward DG</li></li></ul><li>
    47. 47. Social Media Mix<br />
    48. 48.
    49. 49. EFM targeted Brazilian developers to attend a Brazilian flash camp. Social media was our only strategy (no direct mail or email), and our market was tens of thousands of miles away. By using Twitter, YouTube, Flickr, and blogging, we gained a fan base without leaving the country.<br />
    50. 50. HIGHLIGHTS<br /><ul><li>Followed Brazilian tweeters who were interested in Adobe, web development, and related topics
    51. 51. Created Twitter contests for event-related products
    52. 52. Requested high-profile speakers to tweet about event
    53. 53. At Adobe MAX event, interviewed top Adobe evangelists on the topic of Flash Camp
    54. 54. Posted the videos on YouTube and embedded to home page of website
    55. 55. Provided blogger tags for speakers and sponsors so they can represent their participation in Flash Camp Brazil
    56. 56. High Profile speakers blogged on the event
    57. 57. Left comments on topic-related blogs
    58. 58. Took plenty of photos from the event and posted them to Flickr
    59. 59. Tweeted link to photos and posted to website</li></li></ul><li>ALL GENERATED FROM SOCIAL MEDIA.<br />380 Attendees<br />210 Viewers online (Live streaming)<br />87 Countries visited the Flash Camp Brazil website<br />10,193 Unique Visits<br />40.49% Direct Traffic<br />41.20% Referring Sites (Social Channels)<br />18.17% Search Engines<br />470 Followers on Twitter<br />2,449 YouTube Views<br />
    60. 60. SECRETS OF SUCCESS<br />Mind Mobile<br />Greater Collaboration<br />Measurement Critical<br />Transparency Critical<br />Stay Curious<br />
    61. 61. HOW TO FAIL<br />No strategy<br />No focus<br />No connection to business objectives<br />No commitment of resources or support<br />Measure the wrong stuff<br />Don’t involve the team<br />Panic and quit<br />
    62. 62. WHAT QUESTIONS DO YOU HAVE?<br />@debhanamura<br />@efactormedia<br />@morgangrahamEFM<br />@demianborba<br />