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

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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  • Full Name Full Name Comment goes here.
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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 EFM Morning Brew: Social Media Update - New Tools for Branding with Social Media Presentation Transcript

  • CURRENT STATE
    OF SOCIAL MEDIA
  • PARTNERING AND STAKING CLAIMS
    Social and nonsocial channels are continuing to partner to make an interconnected network
    Read our blog post for more: http://efmexperience.com/html/blog/welcome-to-social-town-2
  • RIGHT NOW
    TRENDS 18+
    73%
    48%
    19%
    14%
    • Facebook is still the dominating force in Social Media
    • Myspace is disappearing (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 it
    • LinkedIn is greatly used by the older generations for networking
  • LEVELS OF ENGAGEMENT
  • DON’T FORGET SOCIAL
    48%
    of marketers include “forward to a friend”features in their e-mails
    13%
    make it easy to share contenton social networks
  • WHAT’S NEW IN
    SOCIAL MEDIA
  • RIGHT NOW
    Companies often establish a single voice of the company
  • SOON
    Twitter will enable Contributors, which helps users know about the real people behind organizations.
  • VIRTUALCURRENCY
    +
    Use PayPal/PayPal Money Transfers to pay
    for Ads and Facebook Credits
    PayPal Credits
    Being tested in a small number of Facebook apps
    as a way to a virtual method of payment
    E-Commerce on Facebook
    This changes the game for Facebook Page owners. One day, you will be able to sell your product directly to Fans
  • SOCIALCONNECTOR
    +
    Integrates with LinkedIn
    • Outlook Social Connector available now for Office 2010 beta
    • Email LinkedIn connections through Outlook
    • Also incorporates Facebook and Myspace
    Automatically expand your LinkedIn network by
    clicking a button next to received emails
  • +
    A view of LinkedIn incorporated into Outlook with the Social Connector
  • SUBTITLES
    Subtitles can now be added to YouTube videos, which makes content fully searchable by Google
  • CONNECTIONS
    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.
  • COMPETITORS
    Keep your eye on these guys. YouTube isn’t the only game in town.
  • KEY FEATURES
    Automatic friends lists
    Rich fast “sharing” via other social media outlets
    Public & private sharing ( Causing some trouble )
    Inbox integration
    “Recommended Buzz” = friend-of-friend content - Recommendations learn over time with your feedback.
    However…
    Received backlash over privacy issues but are regrouping, so keep Buzz on your radar
  • MOBILE
    Posts tagged with geographical information
    have greater context
    Live Tweeting-type implications?
  • THIS IS CRAZY
    By using augmented reality, Bing Maps overlays Flickr images and streams video in real time
    Watch TED video of it in action: http://techflash.com/seattle/2010/02/video_bing_maps_at_ted.html
  • Case Studies
  • WHAT’D THEY GIVE?
    Love
    Shampoo samples
    Occasional free cookies
    Community
  • WHAT’D THEY GET?
    21,447 engaged visitors
    6,000 new customersOnline shopping via FB
    Increased in-store spendingMedia coverageMeasured loyalty benefit
    6x expected attendeesSecond eventThought leadership
  • Social Media Mix
  • SOCIALLY UNEXPECTED
    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.
  • SOCIALLY GOOD
    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.
  • One lucky parking officer was chosen to receive all the Facebook Fan’s greetings.
  • SHARING IS CARING
    They even recorded the officer receiving the cards (complete with a man dressed as cupid).
  • SOCIALLY UNEXPECTED
    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.
  • Social Media Mix
  • A LITTLE FREEBIEGOES A LONG WAY
  • SHOPPING ON FB
    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.
  • BRANDING TWITTER
    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.
  • BLOG + TWITTER
    Remember to cross-promote. Living Proof used their blog to promote their Twitter giveaway.
  • Social Media Mix
  • RARE STUDY
    • Rice University conducted a study called "How Effective is Facebook Marketing?“
    (available at http://www.rice.edu/nationalmedia/news2010-02-18-facebook.shtml)
    • 1700 customers surveyed over 3 months
    "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.
  • CHA-CHING
    Compared to typical customers, Facebook fans:
    • Made 36% more visits to DG's stores each month
    • Spent 45% more of their eating-out dollars at DG
    • Spent 33% more at DG's stores
    • Had 14% higher emotional attachment to the DG brand
    • Had 41% greater psychological loyalty toward DG
  • Social Media Mix
  • 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.
  • HIGHLIGHTS
    • Followed Brazilian tweeters who were interested in Adobe, web development, and related topics
    • Created Twitter contests for event-related products
    • Requested high-profile speakers to tweet about event
    • At Adobe MAX event, interviewed top Adobe evangelists on the topic of Flash Camp
    • Posted the videos on YouTube and embedded to home page of website
    • Provided blogger tags for speakers and sponsors so they can represent their participation in Flash Camp Brazil
    • High Profile speakers blogged on the event
    • Left comments on topic-related blogs
    • Took plenty of photos from the event and posted them to Flickr
    • Tweeted link to photos and posted to website
  • ALL GENERATED FROM SOCIAL MEDIA.
    380 Attendees
    210 Viewers online (Live streaming)
    87 Countries visited the Flash Camp Brazil website
    10,193 Unique Visits
    40.49% Direct Traffic
    41.20% Referring Sites (Social Channels)
    18.17% Search Engines
    470 Followers on Twitter
    2,449 YouTube Views
  • SECRETS OF SUCCESS
    Mind Mobile
    Greater Collaboration
    Measurement Critical
    Transparency Critical
    Stay Curious
  • HOW TO FAIL
    No strategy
    No focus
    No connection to business objectives
    No commitment of resources or support
    Measure the wrong stuff
    Don’t involve the team
    Panic and quit
  • WHAT QUESTIONS DO YOU HAVE?
    @debhanamura
    @efactormedia
    @morgangrahamEFM
    @demianborba