Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

The business value of Social Media at SES Chicago 2010

on

  • 965 views

2nd presentation of Guillaume Bouchard about Social Media at SES Chicago

2nd presentation of Guillaume Bouchard about Social Media at SES Chicago

Statistics

Views

Total Views
965
Views on SlideShare
964
Embed Views
1

Actions

Likes
0
Downloads
11
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Explain that technology has changed the way we communicate, and since marketing follows communication channels, technology has changed and will continue to change marketing.
  • Explain that the Internet is the latest communication technology leap, and it is also evolving.
  • Discuss the relative recent popularity and growth of social media, explaining that the future is now, for social.
  • Basically, social media is used for the same things businesses have always been after. It’s just the latest way to do it.
  • Can mention the eMarketing study that you showed me that shows that these three goals combine to represent 72% of social media objectives, specifically.
  • So up to now we’ve described the goals. Now we should talk about what to do to achieve those goals. First, a little more about where these tactics will take place. This slide describes the platforms, where the social stuff happens (at least as far as it relates to business tactics)
  • This slide outlines the 4 tactics. As I explained in the email, it might be good to just use this slide to define the strategies in a very basic way, and very briefly mention that each tactic has its own strategies, waiting until the business case section to really explain how they work. In the draft I sent, this slide had more detail. I’ve stripped it down a bit to basically the definitions you see above, leaving the details for the business case section.
  • This slide takes those 4 tactics and applies them to the previous mentioned business objectives.
  • The previous slide mentioned SEO as a benefit of social media, and you can use this slide to explain that social media helps not only businesses, but helps SEO which also helps business.
  • > EMAIL [email_address] > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG Find us on twitter @NVI or on facebook

The business value of Social Media at SES Chicago 2010  The business value of Social Media at SES Chicago 2010 Presentation Transcript

  • The Business Value of Social Media
    • SES CHICAGO 2010
  • EVOLUTION OF COMMUNICATION
    • As communication evolves, so do the marketing tactics.
    • PRINT RADIO TELEVISION INTERNET
    • Where the people go, the marketing must follow.
  • TRADITIONAL BUSINESS OBJECTIVES
    • Each communication channel itself also evolves…
    • INTERNET
    • WORLD WIDE WEB
    • SOCIAL MEDIA
  • SOCIAL MEDIA USE
    • Facebook
    • > 8% of the world is connected on Facebook
    • Twitter
    • > 145 millions users
    • > More than 90 millions tweets sent every day
    • LinkedIn
    • > 80% of businesses use it to recruit new employees
    • StumbleUpon
    • > 10 million users, +30% growth since March 2009
  • TRADITIONAL BUSINESS OBJECTIVES
    • The channels evolve, but the business objectives do not .
  • TRADITIONAL BUSINESS OBJECTIVES
    • Acquisition
    • Growth & Loyalty
    • Brand Awareness
  • SOCIAL PLATFORMS
    • Blogs
      • 126 Million Blogs
      • Essentially Social (Comments, Blogrolls, Social News Optimization)
    • Social Sites & Services
      • Social Network Sites (Facebook, MySpace, Bebo, etc.)
      • Message Boards
      • Social News Sites
      • Twitter
      • YouTube
      • Flickr
  • KEY SOCIAL TACTICS - OVERVIEW
    • Online PR
      • Event-driven leveraging of bloggers
    • Community Management
      • Participation in social communities, brand monitoring
    • Social News Optimization
      • Promoting content on social media news sites
    • Widgets
      • Developing small applications for bloggers to put on their sites
  • FROM SOCIAL TACTICS TO OBJECTIVES
    • Online PR
      • Acquisition
      • Brand Awareness
    • Community Management
      • Growth & Loyalty
      • Brand Awareness
    • Social News Optimization
      • Acquisition
      • Brand Awareness
      • Side effect: SEO
    • Widgets
      • Brand Awareness
      • Side effect: SEO
  • SOCIAL MEDIA & SEARCH
  • ONLINE PR & BLOGGERS OUTREACH
    • THE STRATEGY
    • Blend on site and off site PR
    • Target bloggers, influencers, opinion leaders, consumers
    • Engage with them transparently and honestly
    • Unique content strategy to match the target
    • Master platforms before the launch
    • Update content regularly during events
    • Don’t let it die after the event (eg. The Facebook page)
    • THE GOALS
    • Create viral buzz
    • Increase brand presence
  • ONLINE PR – BUSINESS CASE
    • THE SITUATION
    • Microsoft pushes into Open Source
    • Organizing Make Web Not War event in Montreal
    • THE PLAN
    • Creation of Wordpress site
    • Email campaign, creation of Twitter and Facebook accounts
    • Coverage before and during the event
    • THE RESULTS
    • More than 400 signups at the event, 250 participants
    • 850 retweets and 2443 tweets in 4 days
    • Twitter generated 12% of signups
    • Most popular tag in Canada during the day of the conference
  • ONLINE PR – BUSINESS CASE
  • COMMUNITY MANAGEMENT
    • THE PLATFORMS
    • Social Sites: Facebook, Twitter, YouTube
    • Content: Sites, Blogs, Mobile, Web Apps, Contests, Emails
    • THE STRATEGY
    • Target power users, consumers
    • Proactive participation, building loyalty
    • Use a contest to increase visibility
    • Using tools to monitor the communities and engage with them
    • Engage with multiple platforms simultaneously
    • Define clear objectives and measure results
  • COMMUNITY MANAGEMENT – BUSINESS CASE
    • THE SITUATION
    • Reposition their offering
    • Rejuvenate their clientele
    • THE PLAN
    • Social Offensive: Contest based around KIDS collection
    • Communities Targeted: Site, Facebook, Twitter
    • THE RESULTS
    • Thousands of newsletter subscribers
    • Thousands of new geotargeted Facebook members
    • Hundreds of new local Twitter followers
  • COMMUNITY MANAGEMENT – BUSINESS CASE
  • COMMUNITY MANAGEMENT – BUSINESS CASE
  • SOCIAL NEWS OPTIMIZATION
    • THE PLATFORMS
    • Social Sites: StumbleUpon, Digg, Reddit, Mixx
    • Content: Blog
    • THE STRATEGY
    • Develop the platform (blog)
    • Develop high quality content
    • Engage with power users
    • THE GOALS
    • Build virality
    • Attract links
  • SOCIAL NEWS OPTIMIZATION – BUSINESS CASE
    • THE SITUATION
    • Specialized web hosting company
    • Seeking growth in North American market
    • THE PLAN
    • Develop the blog platform
    • Create and promote 2-4 socially-suited articles per month
    • THE RESULTS
    • Hundreds of links per social push
    • Traffic spikes (eg. Facebook Etiquette article, 18k UVs in 48 hours, 50k UVs in one month)
  • SOCIAL NEWS OPTIMIZATION – BUSINESS CASE
  • WIDGETS
    • THE PLATFORMS
    • Blogs
    • THE STRATEGY
    • Conceive a plausibly installable widget
    • Identify blog target verticals likely to install the widget
    • Develop the widget in flash, complete HTML shell behind
    • Contact blogs (no automation – all manual, personal)
    • Maintain widget content (if applicable)
    • THE GOALS
    • Extend the brand
    • Attract links
  • WIDGETS – BUSINESS CASE
    • THE SITUATION
    • More than 80 top of the line villages
    • Wanting to increase SEO rankings
    • THE PLAN
    • Develop a blog and a widget
    • Promote and incentivize widget implementation
    • THE RESULTS
    • More than 50 widget installations on blogs
    • Millions of impressions, hundreds of inbound links
  • WIDGETS – BUSINESS CASE
  • WIDGETS – BUSINESS CASE
  • WIDGETS – BUSINESS CASE
    • > 65% Traffic Growth
    • > 45% from Facebook, Club Med, and Blogs with the Widget
    • > 15% Direct Traffic
    • > 40% Organic SEO
    • > Important Keyword Rankings
  • CONCLUSIONS TACTICS ACQUISITION LOYALTY BRANDING SEO Online PR Community Management Social News Optimization Widgets
  • THANK YOU!
    • > EMAIL [email_address]
    • > NVI SITE NVISOLUTIONS.COM
    • > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG
    • > NVI BLOG (FR) GO-REFERENCEMENT.ORG
    • Find us on Twitter (@NVI, @GuillaumeSEO) or Facebook