Social Media 101: Creating Conversations In Social Circles

Slide 1: DIGITAL + MARKETING Developing Social Media Strategies : The Social Net 101 By: Joanna Peña-Bickley Vice President, Interactive | Group Creative Director RS/Correspondence/Retail Summit/Retail Summit Workshop D9.ppt

Slide 2: 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 Page 2 Digital Marketing & Media

Slide 3: 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. Page 3 Digital Marketing & Media

Slide 4: 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 Page 4 Digital Marketing & Media

Slide 5: 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) Page 5 Digital Marketing & Media

Slide 6: HOW DO WE BREAK THROUGH? • Honesty • Relevant lifestyle content • Embrace their contributions • Respect their input • Give them conversation starters • Let them finish our sentences Page 6 Digital Marketing & Media

Slide 7: THE FIVE BEST SOCIAL MEDIA • MySpace • Beebo • FaceBook • Friendster • My Yearbook Page 7 Digital Marketing & Media

Slide 8: THE WORLD OF ONLINE COMMUNITES • MUSIC • VIDEO • SPORTS • ART • FASHION • GAMING • SECOND LIFE Page 8 Digital Marketing & Media

Slide 9: 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 Page 9 Digital Marketing & Media

Slide 10: 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 Page 10 Digital Marketing & Media

Slide 11: ON : DIGITAL+ MARKETING MORE AT: http://joannapenabickley.typepad.com By: Joanna Peña-Bickley Vice President, Interactive | Group Creative Director RS/Correspondence/Retail Summit/Retail Summit Workshop D9.ppt