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How Brands Can Harness Social Networks
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How Brands Can Harness Social Networks

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A look at the importance of social networks in terms of size and dwell time plus a look at how brands can harness social networks, including highlights of notable successful uses of social networks.

A look at the importance of social networks in terms of size and dwell time plus a look at how brands can harness social networks, including highlights of notable successful uses of social networks.

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    • 1. Jamie Riddell Director [email_address] How brands can harness social networks
    • 2. Introducing Cheeze
      • UK based Digital Direct Marketing Agency
      • Part of Digital Marketing Group plc
      • Offices in London & Ipswich
      • £20m billings
      • IPA, DMA & SEMPO Accredited
      • Clients including Budget Car Rental, BUPA, Pokerstars, AXA, Canterbury of NZ, Monarch Airlines, CAF
    • 3. What is a Social Network?
      • “ a social structure made of individuals or organizations that are connected through various familiarities ranging from casual acquaintance to close familial bonds. In the Internet, social networking refers to a category of applications that connect friends, business partners, or other individuals together using a variety of tools. “
      • But what does it mean for you and your brand?
      http://opencontent.wgbh.org/report/glossary.html
    • 4. Why should brands be interested in social networks?
    • 5. Social Networking is international Map courtesy of http://www.oxyweb.co.uk/blog/socialnetworkmapoftheworld.php
    • 6. They are highly consumed across Europe “ Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Wave 3 Universal Mcann Across Europe, consumer take up of social networks is on the rise. In some countries including Hungary, nearly 80% of all online users have registered with a social network.
    • 7. Consumers spend time here & connect with others
      • Consumers are spending increasing amounts of time on social networks.
      • Over half Facebook users return daily, spending an average 20 minutes per session* The average session on a social network is 79 minutes .
      • These consumers are actively creating, consuming and sharing content. They could be interacting with your brand and content.
      • With an average friendship 75 friends per person on social networks & the potential uplift for a brand that harnesses social networks is huge
      *Facebook ** Pew
    • 8. So how can we harness them?
    • 9. Two initial routes
      • Build your own social network
      • Use tools like ning.com to create your own branded social network
      • Manage all elements of the design, and interaction
      • BUT
      • Build an audience from scratch
      • Continually promote
      • Harness an existing social network
      • Take advantage of existing networks with large audiences
      • Work to integrate your brand within the confines of each network
      • BUT
      • Compete with other brands for audience
      • Develop different strategies & invest in different networks
    • 10. Dedicated Social Networks
    • 11. Create your own social network www.ning.com www.techcrunch.com/2007/07/24/9-ways-to-build-your-own-social-network/
    • 12. http://www.imsaturn.com/ US Social Network on the Ning platform
    • 13. Work with existing social networks
    • 14. Different Types of Online Social Networks Friends Photos Business Music Videos
    • 15. Least Consumer Engagement Greatest Consumer Engagement Brand Monitoring Targeted Advertising Partnership Dialogue Contribution Integration
    • 16. Brand Monitoring
      • Being part of a social network will help you to understand consumer opinion in a way a basic advert will never achieve.
      • This gives brands the opportunity to fast track product testing and learn more unprompted brand information
    • 17. Targeted Advertising
      • Consumers are actively telling you what they like and don’t like.
      • Brands have an opportunity to understand this and harness this.
      • Myspace launches Hypertargeting – the ability to target advertising based on multiple consumer provided details including music preference.
      • We have the opportunity to target not just location but also emotionally – an important step for online advertising.
    • 18. Sponsorship
      • Nikon partnership with Flickr.
      • Taking the relation between cameras and photography to the next level.
      • Fully branded space allows users to share pictures and learn about the latest models.
      • This page demonstrated obvious benefits for both brand and consumer.
      • Currently 21,650 members, updating content every hour.
      http://www.flickr.com/groups/nikondigitallearningcenter/
    • 19. Dialogue
      • A presence on a social network offers the opportunity for brand dialogue. This dialogue can help fast track promotion activity but combining the marketing and the dialogue in the same place.
    • 20. Royal Navy
      • Royal Navy Recruitment on Bebo
      • Royal Navy pilot Brendan Spoors became the face of Navy Pilots on Bebo.
      • Connected with friends and started sharing information about life as a pilot.
      • Open channel for people to ask questions and for Brendan to answer them.
      • This page has been the single biggest traffic driver to the Royal Navy recruitment site.
      http://www.i-level.com/case-studies/only-a-sailor-can-recruit-a-sailor
    • 21. Contribution
      • Social Networks have the opportunity to empower the consumers to work with the brand.
      • In this case, the TV programme has become interactive offering the consumer the opportunity to share their content and experience with the show.
      • This opportunity harnesses the ‘two way’ nature of web 2.0.
    • 22. Integration
      • Harnessing all elements of social networks
      • PDSA Facebook Fan Page has become the central channel for supporter communication
      • Additional content is now channelled through YouTube and Flickr
      • Planned rollout to other networks in 09
    • 23. Accountability
      • Working with social networks can remain fully accountable.
      • External tracking from network to size will help understand traffic and business generation.
      • On site tracking will help understanding KPI’s relevant to each network.
    • 24. What are the risks?
      • Unleashing your brand to social networks means you become the shepherd of the brand no longer brand guardian
      • Consumers may start to discuss your brand in negative ways
      • Once you start on this path, you may not be able to stop
      • With careful planning, none of these risks are a problem
    • 25. 5 Tips for Brands & Social Networks
      • Pay attention to what is being said about your brand. Use Google Alerts ; Blogpulse and search on Facebook, Myspace etc.
      • Look for a reason why your business should be in social networks. What can you offer the consumer.Review what content can be used within a social network. Do you have content, can you easily create some?
      • Plan for the downside - this is important before you go live!
      • Buy some ads on Facebook - low cost, easy entry.
      • Consider building a Facebook Fan Page - a basic one is free - BUT consider this for the long term
    • 26. Further Reading http://www.universalmccann.com/Assets/wave_3_20080403093750.pdf http://www.slideshare.net/agentwildfire/agent-wildfire-cheat-sheet www.cheeze.com/blog
    • 27. Get the presentation, connect with me!
      • An electronic copy of this presentation is available at www.cheeze.com/blog
      • Connect with me:
      • www.twitter.com/jamieriddell
      • www.linkedin.com/in/jamieriddell
    • 28. Any Questions? www.cheeze.com [email_address]

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