NEW MEDIA as a marketing communication tool

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NEW MEDIA as a marketing communication tool

  1. 1. New media marketing Social Media Public Relations Search Engines Viral Marketing Mobile Marketing Optimization (SMO) traditional Internet Search Engine Search Engine Facebook Groups, word of mouth opinions blogs SMS PR Marketing (SEM) Optimization (SEO) Brands marketing press releases public forums personal blogs sponsoring results on page YouTube Channels video (audio) spots MMS context internet media blog comments employee´s blogs off page MySpace profiles funny adverts mobile themes advertisement LinkedIn official company sponsoring FAQ servers PPC campaigns microsites games ringing professional blog profiles blog of specific customer behavior Second Life virtual URL submitting cartoons cell phone games project (event, analysis, visitors identity product) trending fiction blog Twitter Quick Response maps pointing trials, demos… (mascot) communication Code readers fake blog / Astroturfing – Wag the dog movie
  2. 2. Online PR = extended traditional PR  Interaction (in time)  Relationships with „individual customers“  Unlimited territorially (your site, other sites, abroad…)  Unlimited by space (newspaper limited by space, radio by time...)  Information on the Web is „forever“ – positive but negative too How and where?  On-line event (videoconference, on-line tutorial, workshop, reality show, chat with the management / movie star / author / sportsman / ambassador of charity project)  Discussions and comments (your site X other sites = anonymity without control! ! !)  Webzins, blogs – interesting articles, don‘t forget backlink  Podcasts (audio, video) – sharing  Case studies, e-books…
  3. 3. blog.company.com or www.company.com/blog www.juliablog.com
  4. 4. Authentic, credible blog.company.com or www.company.com/blog www.juliablog.com Humanize company website
  5. 5. Successful PR blog  high information value  understandability  actuality, urgency  quick and suitable responses (comments)  can show duality of product/project/brand  interactivity Forrester Research: only 16% readers believe what is written at official company blog ( => more about people, company life, less about company)  company blog is not for publishing of press releases, its about communication!  is addressed to right target group and speak their language.  show company life “under the pot-lid” without marketing or lawyer censorship  author (blogger) must be inflamed for topic  usually people, who write blog don´t believe to product or company - they are unconvincing, no passion = no faith
  6. 6. CEO blogs (Sun Microsystems with Blogging Heads, Ivo Lukacevic…) - show, that company is full of real peoples, sometime about company, about plans. Experts blogs - when Robert Scoble retired from Microsoft, The Economist write, that's bigger problem for MS then retirement of Bill Gates... - persistence + passion for your topic = reputation => credibility => loyal community Ghost writing blogs - authenticity problem - professional access
  7. 7. Post regularly If it’s a news oriented blog, 3 - 5 times per day. If it’s an authoritative blog, 2 - 5 times per week, each post must be unique and high value. Distribute your content Submit RSS feed and article URLs to the prominent RSS and bookmarks services. Be interactive Open possibility to comment all posts and always respond to comments. Be friendly to other bloggers/sites When making blog posts always cite the source with a link.
  8. 8. Wal-Mart travelers  Couple travel across USA and visit every Wal-Mart Stores on the way  Sponsored by WM PaySec  4 fake reader’s blogs  4 fake identities  stolen photo  monothematic a reproduced articles (http://koudelkova.blog.idnes.cz/)  same IP address of authors, one of IP addresses was by PR agency  attack to direct competitor of PR’s client – mBank Finlandia Vodka & Midnight Sun  use open blog system (http://midnightsun.bloguje.cz/)  live for 3 months  topics about Finland, lifestyle in Finland and Midnight Sun event
  9. 9. Google Official blog  http://googleblog.blogspot.com/  very popular source of information about Google Engine  related – key employees blog (Mat Cutts…) mBank Czech  http://www.mbank.cz/blog/  youngest bank in CZ (originally from Poland) bet on interactive communication though blog and open non-censored forum  since start they show excellent communication with customers. Now, they did big mistake: mark up services and don’t explain it BEFORE. Evangelist by Microsoft  http://barborazychova.com/  Barbora is officially employed as Entusiast Evangelist at Microsoft for Central Europe  she publish videos with Xbox console, interview with VIP about their relationship with technologies and news form Microsoft of course…
  10. 10. Social Media Optimization (SMO) Community marketing Step 1: Find your target group Facebook Group „Water“ (http://www.facebook.com/pages/Water/8518082731) has 600.000 members. Group „Veolia“ 600 fans, group „Bottled Water: An environmental absurdity!“ has 6.000 members… Step 2: Create space for these people Don't open new Group „Water2“ – find something other, what will connect this people. Try something like „I don't like drink water from a PET bottle“. Step 3: Wait for faith Attract new members. Don’t send them advertisement of your company, just invite them to join your new group. Be nice and polite. Listen to the member´s demands and try to help them. Be active. Your goal now is: get as many loyal members as possible. Community marketing is long term. Don't expect results in days or weeks.
  11. 11. Social Media Optimization (SMO)  Increase your linkability - http://www.veoliawater.com/water-cycle/ is better then www.sciencedaily.com/releases/2008/10/081013143031.htm or player.discoveryeducation.com/views/hhView.cfm?guidAssetId=087777c8-4ff0-45d2-878f  Make tagging and bookmarking easy.  Help your content travel – sharing, downloading, XML, RSS…  Encourage the mashup. Let others use your content or tools to produce something a bit different or outside of the box with your stuff, even RSS.  Be a User Resource, even if it doesn’t help you. Add value and outbound links, even if it doesn’t help in the short term, it will in the long.  Reward helpful and valuable users: Give your contributors and readers the recognition they deserve.  Be real - no one likes a fake…
  12. 12. Viral Marketing & Word of Mouth Video spots Funny Demos… adverts Trials Games Songs Cartoons Jokes
  13. 13. Mobile Marketing SMS, MMS, mobile themes, ringing, cell phone games QR (Quick Response) Code mobile readershot
  14. 14. …?... Ďakujem vám. Thank you. Grazie. Gracias. Merci. Dziękuję. Köszönöm. Obrigado. Děkuji vám. Michal Kubicek kubicek@pnm.cz +420 603 48 78 48 www.pronetmedia.cz www.michalkubicek.cz

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