Social Media 101: Creating Conversations In Social Circles

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This is a presentation I gave last year on the relevance of social media and the power of converting marketers thinking about creating a conversation strategies as opposed to communications strategies …

This is a presentation I gave last year on the relevance of social media and the power of converting marketers thinking about creating a conversation strategies as opposed to communications strategies for their brands.

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Transcript

  • 1. Developing Social Media Strategies : The Social Net 101 By: Joanna Pe ña-Bickley Vice President, Interactive | Group Creative Director DIGITAL MARKETING +
  • 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
  • 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.
  • 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
  • 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)
  • 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
  • 7. THE FIVE BEST SOCIAL MEDIA
    • MySpace
    • Beebo
    • FaceBook
    • Friendster
    • My Yearbook
  • 8. THE WORLD OF ONLINE COMMUNITES
    • MUSIC
    • VIDEO
    • SPORTS
    • ART
    • FASHION
    • GAMING
    • SECOND LIFE
  • 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
  • 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
  • 11. By: Joanna Pe ña-Bickley Vice President, Interactive | Group Creative Director ON : DIGITAL MARKETING + MORE AT: http://joannapenabickley.typepad.com