ConnectedResponsive A combination of digital ads, mobile marketing,Unique microsite, iPad/iPhone app, social media and traditional media.ExclusiveIntegrated
Social Media Goals Awareness Loyalty Drive Sales * Brand Mentions * Recommendations * Offer redemptions* Positive/Negative Sentiment * Referrals * Clicks throughs* Number of active followers/ fans
Facebook DominationFacebook leads top website engagement+ $3 billion Ad spending in 2011. 600 millionusers.Sponsored Stories - Distribution of brandconversationsVoice Chat - SkypeCurrencyPlacesDeals
Facebook Goals Like-gating or building a loyal fan base?“What you want is to build a community of advocates who truly participate, which means a consistentdialogue, smooth feedback loop, and your fans sharing their stories and their experiences with your brand. Ifyou have a large community that is quiet—is it a good thing?”
Twitter Turns 5 • From one billionth tweets in 3 years to a billion tweets a week. • From 50 million tweets a day to 177 million tweets a day. • 456 tweets per second after Michael Jackson died in 2009. • 572,000 new accounts created in one day. 460,000 new accounts created daily. • Mobile users increased 182% in the past year. • Twitter has 400 employees today, compared to eight in January 2008
Foursquare, Gowalla and Facebook PlacesFoursquare grew 3400% in 2010+ 7 million users.Apple has applied to trademark the word “Places” in both Europe andChina.More than 200 million active users accessing Facebook through their mobiledevices.People that use Facebook on their mobile devices are TWICE as active.There are more than 200 mobile operators in 60 countries working todevelop and promote FB mobile products.
How to use TwitterA customer service tool?Promotion of Social Activities?Brand Monitoring?Increase sales?
How to use Twitter ImmediacyA customer service tool?Promotion of Social Activities?Brand Monitoring?Increase sales?
How to use Twitter ImmediacyA customer service tool?Promotion of Social Activities? TransparencyBrand Monitoring?Increase sales?
How to use Twitter ImmediacyA customer service tool?Promotion of Social Activities? TransparencyBrand Monitoring?Increase sales? Approachability
Customer Service Promotion of social activities * Monitor what´s being said * Launch a Twitter Chat * Make customers aware of your * Live reporting from events presence * Use hashtags * Be engaged and authentic * Staff appropriately 24/7 response Brand Monitoring Increase sales “The New Phone” * Advertising to speciﬁc target* Set up listening tools like Hootsuite or Tweetdeck. group Follow key words. * Offer special deals/exclusive discounts to * Use brand monitoring tools such as Radian 6 or Twitter followerd Meltwater Buzz * Look at competitors *
Promotional activities for TwitterLaunch a Twitter chatUse a Hashtag (#)Live reportingDesignate certain people who tweet live from eventsAdvertisingDifferentiate Twitter as “Be The First To Know”
Hashtags & TrackingOscars show - 36.4 million tweetsSuper bowl 38.5 million tweetsBIG peak when the hashtag wasannounced on TV
How To Use FacebookTO RUN BRANDED INTERACTIVE PROMOTIONS ON FACEBOOK A COMPANY NEEDSA VERIFIED APPLICATION.EX: WILDFIREAPP AND FANAPPZ. Photo/Video/Voting contests Offer something special (25% “like” brands because they want deals or coupons) “Behind the scenes”-info, VIP access... Set up Places Check-in points and reward customers who check in Sweepstakes, Polls, Quizzes e.t.c. (A sweepstake is a contest where you collect user information and select a winner)
How to use FB Places and FoursquareSet up Places/Foursquare locationsReward “Mayors” or check-ins of your business(A “Mayor” is a person who has checked in at your Foursquare location more than anyone else)Communicate the deal Off AND Online
Why use Foursquare or Facebook DealsBuild Loyal CustomersSocial Distribution
How does a video go viral?Optimize for share-ability A 15-second clip will get passed around nearly 37% more than a slightlylonger clipFacebook accounts for three-quarters of online shares of video clipsRight target age-group18- to 34-year-old adults and/or women. Both those groups share far morevideo than their peers.
Brand AmbassadorsA person who creates credibilityA person with many listenersPaid vs Free tools