Developing Social Media Strategies : The Social Net 101 By: Joanna Pe ña-Bickley Vice President, Interactive | Group Creative Director DIGITAL MARKETING +

CONSUMER ENGAGEMENT IN THE ONLINE COMMUNITES The interactive media channels are filled with noise of marketers, bloggers, traditional media outlets, shoppers and retailers. The key to successfully developing an idea that will encourage brand engagement online is utilizing the many online outlets in a respectful, fun and engaging way. A combination of these interactive tactics will allow us to begin conversations in the larger social circles in online communities. Social Media Broadband content Gaming Social Networking Consumer generated media Mobile content or gaming access

The interactive media channels are filled with noise of marketers, bloggers, traditional media outlets, shoppers and retailers.

The key to successfully developing an idea that will encourage brand engagement online is utilizing the many online outlets in a respectful, fun and engaging way.

A combination of these interactive tactics will allow us to begin conversations in the larger social circles in online communities.

Social Media

Broadband content

Gaming

Social Networking

Consumer generated media

Mobile content or gaming access

SOCIAL MEDIA & BROADBAND FACTS TO CONSIDER 45,000 Videos are uploaded to YouTube a day The “C”-Generation is harsh critic of TV advertising if it is not relevant to them The consumer we seek wants to be heard and strives for creative input According to Arbitron the majority of homes with broadband connections are watching more original content in the form of online videos Television usage is lower in homes with broadband connections In 2004, 30 million households have broadband connections Every major social networking site has developed mobile functionality to access your social network when you are on the go via your phone According to a study done by the MMA(Mobile Marketing Assoc.), 22% of mobile phone users were open to receiving and engaging with products via their mobile phone. 61% of the respondents were in the female/male 16 to 24 age range.

45,000 Videos are uploaded to YouTube a day

The “C”-Generation is harsh critic of TV advertising if it is not relevant to them

The consumer we seek wants to be heard and strives for creative input

According to Arbitron the majority of homes with broadband connections are watching more original content in the form of online videos

Television usage is lower in homes with broadband connections

In 2004, 30 million households have broadband connections

Every major social networking site has developed mobile functionality to access your social network when you are on the go via your phone

According to a study done by the MMA(Mobile Marketing Assoc.), 22% of mobile phone users were open to receiving and engaging with products via their mobile phone.

61% of the respondents were in the female/male 16 to 24 age range.

BRANDED SOCIAL NETWORKING THAT WORKS Many brands have ventured into the social networking space to augment their offline marketing activities. The brands that have done well are brands that used a combination of community passion points, in conjunction with a mix of moderated interactive media that allowed users to: Create Contribute Share Post to other sites

Many brands have ventured into the social networking space to augment their offline marketing activities.

The brands that have done well are brands that used a combination of community passion points, in conjunction with a mix of moderated interactive media that allowed users to:

Create

Contribute

Share

Post to other sites

THE SOCIAL NETWORK SCENE 1% of the user population might start a group (or a thread within a group) 10% of the user population might participate actively, and actually author content whether starting a thread or responding to a thread-in-progress 100% of the user population benefits from the activities of the above groups (lurkers)

1% of the user population might start a group (or a thread within a group)

10% of the user population might participate actively, and actually author content whether starting a thread or responding to a thread-in-progress

100% of the user population benefits from the activities of the above groups (lurkers)

HOW DO WE BREAK THROUGH? Honesty Relevant lifestyle content Embrace their contributions Respect their input Give them conversation starters Let them finish our sentences

Honesty

Relevant lifestyle content

Embrace their contributions

Respect their input

Give them conversation starters

Let them finish our sentences

THE FIVE BEST SOCIAL MEDIA MySpace Beebo FaceBook Friendster My Yearbook

MySpace

Beebo

FaceBook

Friendster

My Yearbook

THE WORLD OF ONLINE COMMUNITES MUSIC VIDEO SPORTS ART FASHION GAMING SECOND LIFE

MUSIC

VIDEO

SPORTS

ART

FASHION

GAMING

SECOND LIFE

TAPPING THE SOCIAL SCENE FOR CONTAGOIUS RESULTS Think Big - Start Big Seeding - Seeding is placing , posting and promotion of the campaign material and original content in high traffic content sections of numerous websites, blogs, forums and entertainment sites - or connection points i.e.Develop one main social community on My Space and plant seeds in parallel and intersecting communities on Bebo, Facebook and Friendster Go Local To Be Global Seed locally to reach a global audience Seeding press and multimedia widgets in local online journals and blogs will be enough to fuel the flames for a national presence Keep it Simple & Short Serving content to our target audience wherever they are in their own language makes it significantly easier to interact with the campaign material. Its more than your :30 second spot, its content that entices the user to play more. The net allows you to have :45 to :60 seconds to tell a story that is relevant to their life. Content must be easy to access, share and easy to use. Widgets that broadcast Ice Breakers content on personal home pages help spread the brand. Content Is King Respecting the audience includes having a focus on high quality content Contagious content uses the audience to propagate itself Be relevant, entertaining and be at the right place with the right content. Track, evaluate, benchmark and optimize your online media Track your people connections Track your widget reposts Tag your content Track the number of streams Track the click paths Cookie users

Think Big - Start Big

Seeding - Seeding is placing , posting and promotion of the campaign material and original content in high traffic content sections of numerous websites, blogs, forums and entertainment sites - or connection points

i.e.Develop one main social community on My Space and plant seeds in parallel and intersecting communities on Bebo, Facebook and Friendster

Go Local To Be Global

Seed locally to reach a global audience

Seeding press and multimedia widgets in local online journals and blogs will be enough to fuel the flames for a national presence

Keep it Simple & Short

Serving content to our target audience wherever they are in their own language makes it significantly easier to interact with the campaign material.

Its more than your :30 second spot, its content that entices the user to play more. The net allows you to have :45 to :60 seconds to tell a story that is relevant to their life.

Content must be easy to access, share and easy to use.

Widgets that broadcast Ice Breakers content on personal home pages help spread the brand.

Content Is King

Respecting the audience includes having a focus on high quality content

Contagious content uses the audience to propagate itself

Be relevant, entertaining and be at the right place with the right content.

Track, evaluate, benchmark and optimize your online media

Track your people connections

Track your widget reposts

Tag your content

Track the number of streams

Track the click paths

Cookie users

A GENTLE BLEND ON ONLINE SOCIAL TACTICS Rich Media that allows the consumer to interact, play and aggregate their own point of view Widgets that are compatible with all online communities and social networking sites will allow users to repost our content for maximum exposure Real Simple Syndications (RSS) and live feeds to the program allow us to deliver rich content and updates to multiple devices Computers, IPods, mobile phones, online communities, personalized web pages and participating blogs and message boards. In store engagement Connect people to the Ice Breakers community at store locations Ask the consumer to participate offline and take the fun online. Encourage and reward users who get offline and recommend your product to others

Rich Media that allows the consumer to interact, play and aggregate their own point of view

Widgets that are compatible with all online communities and social networking sites will allow users to repost our content for maximum exposure

Real Simple Syndications (RSS) and live feeds to the program allow us to deliver rich content and updates to multiple devices

Computers, IPods, mobile phones, online communities, personalized web pages and participating blogs and message boards.

In store engagement

Connect people to the Ice Breakers community at store locations

Ask the consumer to participate offline and take the fun online.

Encourage and reward users who get offline and recommend your product to others

By: Joanna Pe ña-Bickley Vice President, Interactive | Group Creative Director ON : DIGITAL MARKETING + MORE AT: http://joannapenabickley.typepad.com