Social Media and Brand Communication

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The power of sharing makes social media a great tool for brand communication. This introduction will explain why.

The power of sharing makes social media a great tool for brand communication. This introduction will explain why.

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  • 1. Social Media and Brand Communication Ondrej Prostrednik Marketing Manager Lighting Beetle (www.lbstudio.sk)
  • 2. What is Social Media? a conversation
  • 3. What is Social Media? • Traditional media types = shouting • Social media = sharing • two way street - users receive information but communicate as well • social media are: • social networks • blogs • video and photo sharing • wikis • new: location
  • 4. • Social media is only for kids Myths about Social Media • Social media is not work • Social media is fad
  • 5. Why should you care? 2/3 of the global Internet population visit social networks* *Nielsen Global Faces & Networked Places 2009
  • 6. Why should you care? visiting social sites is the 4th most popular online activity, (more popular than email)* *Nielsen Global Faces & Networked Places 2009
  • 7. Why should you care? up to 15 12 16-20 28 21-25 22 26-30 16 31-35 10 36-40 5 41-45 3 46-50 2 51-55 1 56-60 1 over 60 1 0 3 6 9 12 15 18 21 24 27 30 22% of the Slovak population is on Facebook* *zive.cz
  • 8. Why should you care? 100,000,000 – number of YouTube videos viewed per day
  • 9. Why should you care? 346,000,000 – number of people globally who read blogs* *comScore March 2008
  • 10. Why should you care? 4,647,670 – number of people following Ashton Kutcher on Twitter
  • 11. What does it have to do with marketing? 1.People a.the amount b.the interaction c.the engagement 2.Impact a.direct b.two way communication 3.Targeting a.precise b.multitude of criteria
  • 12. “A brand is no longer what we tell consumers it is. It is what consumers tell each other it is.” Scott D. Cook Director ,  Procter & Gamble Company
  • 13. Marketing on Social Media • What does it look like • Creation of content • Frequency • Relevancy • Quality • Gathering a following • Getting people to become part of the fans, followers etc. • Providing a counter value for their membership • Interaction with following • two way street - when you speak out you have to be ready to listen
  • 14. High Quality Relevancy Frequency It is a battle for content and it has rules
  • 15. What can you achieve PUBLIC RELATIONS CUSTOMER SERVICE LOYALTY BUILDING
  • 16. What can you achieve COLLABORATION THOUGH LEADERSHIP CUSTOMER ACQUISITION
  • 17. The B2B myth “Social media is just for B2C”
  • 18. Where to start 1.Create content 1.Blog 2.Video 3.Presentations - webcasts, podcasts 4.Microsites, Applications... 2.Listen 1.Know your network - what do they talk about 2.Analyze & learn from reactions 3.React 1.Real-time - be quicker than competition 2.Join conversations - comments, discussions, follow others 3.Be as open as possible - democratization of content
  • 19. The Numbers The Social Technographics of Business Buyers A study by Forrester Research, Inc. (February 2009) 100 9 45 75 57 95 91 50 55 25 43 Spectators 5 Inactives Joiners 0 Creators
  • 20. An Example - CISCO BLOG TWITTER YOUTUBE • Pioneer B2B in Social Media since 2005 • They involve their B2B clients • blogs • twitter • CEO is doing video blogs
  • 21. Thank You for Your attention prostrednik@lbstudio.sk | www.lbstudio.sk Follow us on Twitter @lightingbeetle Follow us on Facebook facebook.com/lbstudio