UofC_Social Media

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An overview of Social Media Marketing, presented to University of Calgary class

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  • http://www.interbrand.com/
  • UofC_Social Media

    1. 1. Brand Value
    2. 2. Social Media Marketing
    3. 3. Social Media Marketing <ul><li>“The Tipping Point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.” – www.gladwell.com </li></ul><ul><li>Word of Mouth 2.0 </li></ul><ul><li>What does SMM mean? http://www.youtube.com/watch?v=6gmP4nk0EOE </li></ul>
    4. 4. Why is SMM Important?
    5. 5. Why is SMM Important? <ul><li>21% of US online adults create social content </li></ul><ul><li>37% react to content created by others </li></ul><ul><li>By the end of 2009, 85% of US online consumers will be reading of viewing social content - Forrester </li></ul>
    6. 6. Why is SMM Important?
    7. 7. Which Tactics are Marketers Using?
    8. 8. Which Tactics are Most Trusted?
    9. 9. SMM Best Practices <ul><li>Barack Obama </li></ul><ul><li>Great website </li></ul><ul><li>eNewsletter </li></ul><ul><li>Blog (150,093 links) </li></ul><ul><li>Facebook (3,724,705) </li></ul><ul><li>Twitter (165,414) </li></ul><ul><li>LinkedIn (>500) </li></ul><ul><li>YouTube (1826 videos) </li></ul><ul><li>Flickr (2974 images) </li></ul><ul><li>Digg (lots) </li></ul><ul><li>Nike </li></ul><ul><li>Video posted on YouTube </li></ul><ul><li>900,000 views </li></ul><ul><li>5 star rating </li></ul><ul><li>http://www.youtube.com/watch?v=jlXRengzZoc </li></ul><ul><li>Pepsi </li></ul><ul><li>Video posted on YouTube </li></ul><ul><li>1.2 M views </li></ul><ul><li>5 star rating </li></ul><ul><li>http://www.youtube.com/watch?v=csFtMsqXijY </li></ul>
    10. 10. SMM Best Practices
    11. 11. PR 2.0 <ul><li>Old: </li></ul><ul><li>Press Releases </li></ul><ul><li>Media Outlets/Wireservices </li></ul><ul><li>Press Conferences </li></ul><ul><li>Trade shows </li></ul><ul><li>New: </li></ul><ul><li>Press Releases to online services ( http:// www.newswire.ca /en/ ) </li></ul><ul><li>For events > Twitter baiting ( http://twitter.com/ ) </li></ul><ul><li>Blogger leaks ( http:// www.huffingtonpost.com / ) </li></ul><ul><li>RSS Feeds, Podcasts, WebEx </li></ul><ul><li>Corporate Communities ( http:// discussions.apple.com/index.jspa ) </li></ul>
    12. 12. What should you be doing? <ul><li>Listen to your customers ( www.technorati.com ) </li></ul><ul><li>Adapt your message </li></ul><ul><li>Link Baiting, Twitter Baiting </li></ul><ul><li>www.Linkedin.com </li></ul><ul><li>Corporate Blogs – be careful </li></ul><ul><li>Monitor </li></ul><ul><li>SMM basics: ( http://www.marketingpilgrim.com/2008/04/social-media-marketing-beginners-guide.html ) </li></ul>
    13. 13. How does it all Fit together?
    14. 14. Mobile Marketing <ul><li>Canadian Mobile Landscape </li></ul><ul><ul><li>Penetration: 75% of Canadian household have access to a wireless (mobile) phone translating into 19.5 Million wireless subscribers at the end of 2008. </li></ul></ul><ul><ul><li>Age: Previously, the 35-54 age group drove wireless penetration. Now, all age groups are contributing to the overall increase of wireless penetration. </li></ul></ul><ul><ul><li>Region: Alberta leads the way with 79% wireless household penetration while Quebec represents the other end of the scale with 51%. </li></ul></ul><ul><ul><li>Income Level: Strong relationship between income and wireless phone penetration. Wireless phone penetration reached 82% for those who earn C$60K+ compared to 36% for those who earn under C$30K </li></ul></ul><ul><ul><li>Level of Education: Relationship similar to income level with penetration at 73% for those who have university education and 44% for those who have some high school education. </li></ul></ul><ul><li>Source : Decima Research Report: Usage of Wireless Communications in Canada </li></ul>
    15. 15. Mobile Marketing <ul><li>Mobile Executions </li></ul><ul><ul><li>1) Mobile Promotion </li></ul></ul><ul><ul><ul><li>Create a Mobile promotion where users key in a 5-digit SMS number for a chance to win (Contest, Gift Certificates, Exclusive Party Invite) or opt-in for tips </li></ul></ul></ul><ul><ul><ul><ul><li>e.g: (TEXT “WORD” to 74657 to WIN). </li></ul></ul></ul></ul><ul><ul><ul><li>Tied in very closely with all other media. Can not be done in a silo as it must be promoted heavily and with the right vehicles and messaging in order to succeed. </li></ul></ul></ul><ul><ul><ul><li>Cost Model = paid distribution (# of Texts, SMS fees) </li></ul></ul></ul><ul><ul><li>2) Mobile Media </li></ul></ul><ul><ul><ul><li>Purchase Mobile Banner/Text/Sponsorship space on Mobile-designed Sites </li></ul></ul></ul><ul><ul><ul><li>Must link to Mobile Site </li></ul></ul></ul><ul><ul><ul><li>Cost model is typically CPM (some venturing into CPC) </li></ul></ul></ul><ul><ul><li>Set traffic and interaction goals </li></ul></ul><ul><ul><ul><li>Establish ROI and break-even goals AND value of on-going mobile interaction </li></ul></ul></ul><ul><ul><li>Mobile Database </li></ul></ul><ul><ul><ul><li>Create on-site promotion to encourage sign up to future mobile campaigns </li></ul></ul></ul><ul><ul><li>Evaluate success </li></ul></ul><ul><ul><ul><li>Use program as a baseline for future mobile promotions </li></ul></ul></ul><ul><ul><ul><li>Continue communications for mobile tip opt-ins </li></ul></ul></ul>
    16. 16. <ul><li>Short Codes </li></ul><ul><li>Blue Casting ( www.bluecasting.com ) </li></ul>Mobile Marketing

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