Final digital space & strategy ppt april 2010Presentation Transcript
World’s Population – Around 6 billion
Twitter – 45 million users – Global Visitors
YouTube – Every min, 20 hrs worth new video being uploaded
Facebook – If Facebook was a country, Population 300 million
Blogs – 200 million
Imagine Time to reach 50 mn users Radio – 38 years TV – 13 years Social Networking Websites – 1 year
What is Social Networking ?
By the time there is a case study in your specific industry, it is going to be way too late for you to catch up
What is Social Media ? The online technologies and practices that people use to share opinions, insights, experiences & perspectives
Opportunities in Digital Space…
LinkedIn – 80% Fortune 500 companies are looking for recruitment
YouTube – Worlds second largest search engine
Twitter – 80% of twitter usage is from mobile devices. (Imagine what this means if your brand’s customer service is bad)
Google – 25% of search results for the World’s 20 Largest brands are links to user generated content
Does Social Media help selling ?
Dell tweeted about some discounts on laptops. Dell saw 20% rise in sales of laptops
Dell also started giving tips of how to keep your laptops healthy, this helped them to improvise their Customer Service
Threadless Tees – If your design is printed you get $2500 & if it gets reprinted you get paid additional $500. (No in-house designers)
Always address the issues & not your brand information.( Car Manufacturer – Traffic is the issue, so you will see 6 tweets on traffic but 1 on brand)
‘ Engage & Not Confuse’
Identified Top 100 Customer – Created Individual Blogs for them – These 100 customers were given free samples of Lego – Feedback was than used for final manufacturing of the product
2. Hershey's – Bliss
To promote their new chocolate – If you have a party we will give you one pack free of Hershey’s chocolate in return we want some pictures where you enjoy having chocolates. This was a huge success for Hershey’s through Social Media
Brilliant Social Media Campaigns
1. Whopper Sacrifice – Burger King
Delete 10 FB friends get 2 burgers free
2.Ray Ban – Sunglass Catch
Consumers posted video every 2 min on YouTube
3. Blend Tech – Will it Blend Iphone ?
80% increase in sales, effective brand building
4. Dove Evolution versus Dove Parody
What can be Social Media used for ?
Listening your Customer
4 P’s of Social Media Strategy
Listen what customer is saying
Start interacting with people
Plan what, how & when to put up (Content Wise)
Choose appropriate Social Media Websites as per the requirement
Classic Social Media Funnel
How to use it in PR but Digitally ?
What to Research ?
Digital Assets for a Brand ?
Digital properties that grow in value
A website does not grow in value, Even though you might get more visitors they are not your audience
A blog grows in value as users are audience
(keep coming back, passing on the link,
Does our brand have digital assets ?
What am I Selling ?
Nike is not selling shoes – it is selling an “I can” feeling.
What feelings do you give to your users when they use your product/service?
What does your audience want to feel/hear?
What’s my goal?
To make my brand most innovative one?
To get 20,000 new users?
To take over summer?
To get free PR?
To save money for my client?
To get a different target demographic?
To find audience for a new product?
Community Podcast Web2.0 Application Branded Content Blog Microsite Newsletter Direct Mailer Website Banner Search Social community profile Customer Touch Points
Happy Users Graph More options to interact Discovery the OMG factor Play a game Give something they need Nothing to say Boring Plain same
Key Sustaining Factors
A Wow factor
Some useful websites…
Tips on Social Media
You have to learn to listen, before you start talking
It is not a ‘campaign’, it is a process that will eventually evolve into a culture
Once you start, there is no going back. Therefore start with baby steps.
Social Media is a part of integrated marketing communication…it has to align with your other communication channels