Social Media 101: Creating Conversations In Social Circles

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

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.

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

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)

HOW DO WE BREAK THROUGH?
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

THE WORLD OF ONLINE COMMUNITES
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

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

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

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Social Media 101: Creating Conversations In Social Circles

by Joanna Pena-Bickley on Apr 16, 2007

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Social Media 101: Creating Conversations In Social Circles — Presentation Transcript