FORGET ABOUT CAMPAIGNS LISTEN AND ENGAGE
What you want as a brand is to be known, trusted and reach millions of people
Oh and you had CONTROL, like Constantin films for “Downfall” http://mingramjr.com/hitler-shows-his-frustration-for-the-los...
It was easy: few media sources that lots of people watched. Create campaigns, repeat messages, reach masses.
It became tough to get your message: millions of sources on various devices: mac, pc, iPhone, iPad, Android, BB, Nokia, Wi...
Mobile is a nightmare with the number of devices but it's soon larger than desktop Internet source Morgan Stanley
Is advertising as we know it dead?
More and more sites reject or restrain advertising
People spend more time on social networks than email source Morgan Stanley
Social networking is a global phenomenon and it's not only about Facebook and Twitter source Morgan Stanley
Advertising dollars naturally flow to social networks
The fastest growing social network is Twitter
"promoted tweets that don't resonate will be removed from Twitter" -Dick Costolo  Twitter COO
EASY: Just Buy Twitter followers  (10,000 followers for $447.30)  and Facebook fans  (10,000 fans for $1167)  #NOT #stupid
A brand that no-one cares about won't be able to advertise on Twitter
Evan Williams, CEO of Twitter answers @ loic  True, but not sure why that's a problem. It will definitely work best for co...
What is a company for who Twitter works well for? @cremebruleecart 10,000+ followers
Best brands on Twitter? Zappos, Best Buy, Ford, Comcast, Kodak, RedBull...  http://whitscott.com/2009/04/29/this-ad-campai...
Red Bull already uses Twitter promoted Tweets
you do not need a website and nice looking ads anymore 1990 - 2000: your site is the center of your online presence 2010 -...
Invest where your brand fans are, not in websites or iPhone apps no-one uses
Successful Brands listen to tweets 24hrs a day and answer every single tweet.
Gather all the feedback in one central public place and create a public roadmap #yesyourcompetitioncanseeittoo
Deliver improvements and features as fast as you can based on the feedback you are getting: work real time
use activity streams in your company to familiarize yourself without taking risks: Status.net, Chatter, Yammer, soon Googl...
Create your presence in all major social networks ... and publish to all of them without pollution  (no posting @replies i...
@TheGuild is a fantastic example with a huge community, fans on Facebook, Twitter, millions of views on YouTube and their ...
Freakin' REPLY to as many questions as you possibly can and forget about #management #PRdept
Dedicated team of community evangelists? #great The whole company like #bestbuy or #kodak #better
Forget about millions of followers. 1,000 real fans is enough http://www.kk.org/thetechnium/archives/2008/03/1000_true_fan...
Create more trust: use home made video, look ridiculous, do live QandA on ustream or formspring.me
Create content which isn't like a press release
Work in realtime
Support best initiatives and events your fans and influencers go to #plug leweb.net is one!
The most important:  It is not a campaign . It takes years to create a community. Be patient and do it very regularly. #fo...
If your brand is not very conversational #noonereallycares get creative like American Apparel gathering 1,364 butts http:/...
How to measure success: exposure, "resonance" and engagement. Number of Real Fans #notnumberoffollowers
Suggestion #1 read Tribes by Seth Godin
Suggestion #2: read Trust Agents by Chris Brogan
Suggestion #3: read Engage! by  Brian Solis
  Suggestion #4: read Jeremiah Owyang's blog
Suggestion #5: follow @zappos and read "Delivering Happiness" by Tony Hsieh
Suggestion #6: read Rework by  Jason Fried & David Hansson Founders of 37signals
Suggestion #7: try my own company Seesmic to share and engage in all places and build your brand in it
  Stay in touch?   twitter.com/loic  facebook.com/loic  youtube: loic.tv  [email_address]
How to promote your brand in social networks
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How to promote your brand in social networks

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It’s been a pleasure to talk to marketers and agencies at AdTech San Francisco about how I see brands can best take advantage of social networks such as Twitter and Facebook and I delivered a message I think very different than what most of them do. Most brands see the world in terms of how much exposure (impressions) they are getting or how many followers and fans… It is not about doing another campaign, it is about listening, replying an building long term trust and it is much more difficult, it also takes years and does not come easily.

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  • Dana- other use of word for "Resonance" to describe end of sucky ads  Perhaps,  Twitter's robust platform is the end of sucky Ads.    Or Twitter's Monetization Plan is the end of Sucky Ads Image: Twitter AD ________________________ looking for a title the end of sucky ads? traditional advertising is dead? 10 Ways Brands Succeed in Social Media
  • jyama - 4/17 not only buy but promote your product with their friends invested in the brand (use the Seth Godin, Tribes?) ________________________ Dana:  In other words, what you want as a brand is to use xyz communication channels to be known, trusted and exposed.  Speech Notes: explain why  ________________________
  • jyama - 4/17 not only buy but promote your product with their friends invested in the brand (use the Seth Godin, Tribes?) ________________________ Dana:  In other words, what you want as a brand is to use xyz communication channels to be known, trusted and exposed.  Speech Notes: explain why  ________________________
  • Dana-  Header: "Simple Solution" Body: Few Media Sources ->  Bullet Point Examples   Emphasize Delivery, such as "Create campaigns, repeat messages, received messages".  Image: suggestions of what Mass media is,  http://paulcrosisca.files.wordpress.com/2009/03/mass-media-fin.jpg Image: what Mass Media use to be http://2.bp.blogspot.com/_rlTuTFOT5zU/SMfO2lSGWfI/AAAAAAAABZA/HBFGsVTkbuY/s400/Mass+Media.jpg _______________________
  • Dana:  Title: Tough Marketing  Body: Why is it tough? - > bullet point various devices.  _________________________
  • Dana:   Title: Mobile will soon be larger than Desktop Internet  Body: List example "Mobile Nightmare"  Speech Notes: Explain why  _________________________
  • Dana-  Title:  The New Awakening of Advertisement Body: Bullet point examples Speech: explain why  Image Suggestion: Modern Day Social Media Tools http://4.bp.blogspot.com/_tR7Dz2CaHgM/SSvZ-Yd5WrI/AAAAAAAAAmY/5J64I5HjQqo/s400/social+media.jpg _________________________
  • TechMeme forces advertisers to blog and post interesting stories _________________________ Dana-  Problem: Each day, more and more sites reject advertisement (be specific or not)  Solution: explain 2-3 bullet points ___________________________
  • jyama 4/18 http://www.tbiresearch.com/facebook-homepage-takeover-will-cost-you-about-300k-per-day-2010-4   Facebook Stealing More Share Of Brand Advertising -- At Expense Of Yahoo, AOL, And Even Google Source from Comscore also  Use you can refernece Mary Meeker's morgan stanley Chart and report from web 2.0 Summit that you attended.   I'll send it to you. Fred Wilson highlights the growth of social networking surpassing email http://www.avc.com/a_vc/2010/04/social-networking-vs-email.html comscore http://blog.comscore.com/2009/12/facebook_100_million_visitors.html and mentions fb takes 5.5% of all the internet time  ________________________ Dana-  Title: People spend more time on social networks than email and .................... Add: Before and After example (1 bullet point) Body: List Reason Why & support with Morgan Stanly Slide Speech- elaborate your experience explaining the new direction  ________________________
  • Loic- thanks, but there was a specific slide presented at Chirp that I am looking for. It's better because more recent and by Twitter - will look for it Dana-  Here are a few...   1.  http://mashable.com/2010/01/11/twitter-growth-stats/ 2.  http://royal.pingdom.com/2010/02/10/twitter-now-more-than-1-billion-tweets-per-month/ 3. http://mashable.com/2010/03/18/twitter-infographic/ Comparing Twitter to Facebook and Google 3.  http://www.businessinsider.com/comparing-twitters-growth-to-facebook-and-google-2009-3 4.  http://mashable.com/2009/03/16/twitter-growth-rate-versus-facebook/ _________________________
  • Loic: LOL Dana-  This is where your chirp notes come in handy.  Dumped Image:  Nice dump-  http://images.google.com/images?hl=en&q=dumped&um=1&ie=UTF-8&sa=N&tab=wi Sad Dump-  1. http://www.freewebs.com/gnanaraj_d/defeat.jpg
  • Dana-  Title: Easy Solutions Don't Make the Best Alternatives Body: Buying Twitter Followers, etc.  _________________________
  • Dana-  Title: A Brand that receives little or no attention will not be advertised on Twitter  Body- Explain Twitter's Standards for Paid Ads from Chirp Notes 2-3  Bullet points on slide or explained in your speech.  Toilet Paper Images:  1.  http://centralmadisonliving.files.wordpress.com/2009/02/big-toilet-paper.jpg   2.  http://scrapetv.com/News/News%20Pages/Everyone%20Else/images-3/toilet-paper-toilet.jpg _________________________
  • Dana-  What's the question? Perhaps 1 Slide before this slide asking the question?  _____________________
  • http://fluent.razorfish.com/publication/?m=6540&l=1   Siv Singh Who spoke at the Look Launch http://www.slideshare.net/razorfishmarketing/social-influence-marketing-trends-2974341 Trends 3 and 4  Highlight Best Buy Other ones to consider Kodak  Zappos ___________________ Dana- I'm a bit unclear about what you're trying to say.  Title: Is Twitter right for your Brand?   Body: example of day to day advertisers, biz people who need to brand their product  or  Give example of  What Twitter is and is Not for a Company looking to brand themselves and or product.  _______________________
  • Dana- It use to be that one needed an expensive website and nice looking ads, not anymore.... Here's why....  ______________________
  • thanks Dana- Title: Successful Brands listen to tweets 24hrs a day and answer every single tweet.  _________________________
  • thanks Dana- Title: Successful Brands listen to tweets 24hrs a day and answer every single tweet.  _________________________
  • Dana-  Title: The model is to gather all feedback in once central public place and create a public road map.  ________________________
  • Dana-  Title: Be abreast to the social media market.  Body: Deliver improvements  and features as fast as you can based on feedback you are receiving.  _________________________
  • Dana- Title: Application of Social Media Streams  Body: adopt them & understand their functionalities without taking risks: Status.net, Chatter, etc.  _________________________
  • Dana-  Title: Create Your Presence Across The Board with All Social Networks Body: Examples  Image of Social Media Examples:  1.   http://socianomical.com/hi/wp-content/uploads/2010/02/socialmedia.png   ____________________
  • is the english "freakin'" OK?  Dana: Yes perhaps, #PRdept thanks corrected
  • Dana- Title: Quality Vs. Quantity  ______________________ jyama 4/18 Ning announce the are charging for features, Free ones include grouply (Jeff is an investor) and groups us     http://creators.ning.com/forum/topics/alternatives-1   Wild Apricot Rsitez SocialGo BoonEx BuddyPress Elgg Joomla JomSocial Tuiyo WackWall Crowdvine Spruz SocialEngine KickApps SocialCast The Online Family Center Google Friend Connect Huminity I-Neighbors MediaWiki Grou.ps Webbours Groupsite Stribe Imentor Igroops SocialSam MemberWing Webs Neeetz Mixxt CircleBuilder Shutterfly
  • Dana-  Title: Transparency Counts  Body: Trust is the underlying Factor.  _______________________
  • Dana-  Body: Create authentic content, which isn't like a press release.  ________________________
  • Dana-  Image:  1.  http://www.thewebshop.ca/blog/wp-content/uploads/2009/10/GoogleWave.jpg 2. http://blog.feeltiptop.com/.a/6a0120a5dc94db970c0120a7fd914f970b-320pi ________________________
  • Dana-  Title: Support Your Fans  Body: Go where the scene is. Be an influencer.  _______________________
  • Dana-  Title: Vital Point- Reap what you Sow.  Body: It is not a campaign. It takes years to build a community.  Tips,  1. Be patient  2. Do it regularly  3. Be Consistent image;  1. http://www.belovedegypt.com/28_-_Sphinx_and_Pyramid.jpg 2.. http://www.okoroafor.com/blog/uploaded_images/seed-720775.jpg _________________________
  • Dana-  Women Butts Image:  1.  http://images.mylot.com/userImages/images/postphotos/2070787.jpg 2.. http://www.jcsdesignz.com/import/graphics/New-Year/sexy-butts-new-year.gif 3.   http://img.fannation.com/upload/group_preference/image/404/87/full/Bikini_Contest.jpg http://www.etoday.ru/uploads/2008/01/13/miss_reef_bikini05.jpg
  • Dana-  Seth Godin Images:  http://neuronarrative.files.wordpress.com/2008/11/sethgodin.jpg http://sublimeblog.files.wordpress.com/2008/11/verygoodisbad.jpg
  • Dana-  Images:  http://jchutchins.net/site/wp-content/uploads/2009/08/chris-brogan.jpg Book 1.  http://rpulvino.files.wordpress.com/2009/09/trust-agents.jpg ________________________
  • Dana-  Image: copy of book  http://img.skitch.com/20100130-qnr2regss9cb3deaua9beryy94.jpg _________________________
  • Dana-  Image:  Jeremiah Owyang's Blog http://homepage.mac.com/s_sloan/blogpics/2007/07/1301.jpg _________________________
  • Dana-  image:  http://businessplusbooks.files.wordpress.com/2010/03/delivering-happiness-cover1.jpg ________________________
  • Dana-  Image:  http://37signals.com/rework/images/front-cover.png ____________________
  • How to promote your brand in social networks

    1. 1. FORGET ABOUT CAMPAIGNS LISTEN AND ENGAGE
    2. 2. Hi, I am @loic founder of Seesmic, one of the popular social software apps and of LeWeb, largest web conference in Europe
    3. 3. What you want as a brand is to be known, trusted and reach millions of people
    4. 4. Oh and you had CONTROL, like Constantin films for “Downfall” http://mingramjr.com/hitler-shows-his-frustration-for-the-lost-iph
    5. 5. It was easy: few media sources that lots of people watched. Create campaigns, repeat messages, reach masses.
    6. 6. It became tough to get your message: millions of sources on various devices: mac, pc, iPhone, iPad, Android, BB, Nokia, Windows Phone, email, paper
    7. 7. Mobile is a nightmare with the number of devices but it's soon larger than desktop Internet source Morgan Stanley
    8. 8. Is advertising as we know it dead?
    9. 9. More and more sites reject or restrain advertising
    10. 10. People spend more time on social networks than email source Morgan Stanley
    11. 11. Social networking is a global phenomenon and it's not only about Facebook and Twitter source Morgan Stanley
    12. 12. Advertising dollars naturally flow to social networks
    13. 13. The fastest growing social network is Twitter
    14. 14. "promoted tweets that don't resonate will be removed from Twitter" -Dick Costolo Twitter COO
    15. 15. EASY: Just Buy Twitter followers (10,000 followers for $447.30) and Facebook fans (10,000 fans for $1167)  #NOT #stupid
    16. 16. A brand that no-one cares about won't be able to advertise on Twitter
    17. 17. Evan Williams, CEO of Twitter answers @ loic  True, but not sure why that's a problem. It will definitely work best for companies who Twitter works well for generally
    18. 18. What is a company for who Twitter works well for? @cremebruleecart 10,000+ followers
    19. 19. Best brands on Twitter? Zappos, Best Buy, Ford, Comcast, Kodak, RedBull...  http://whitscott.com/2009/04/29/this-ad-campaign-should-blow-your-mind/
    20. 20. Red Bull already uses Twitter promoted Tweets
    21. 21. you do not need a website and nice looking ads anymore 1990 - 2000: your site is the center of your online presence 2010 - : Social networks are the center 2000 - 2010: Google is the center 
    22. 22. Invest where your brand fans are, not in websites or iPhone apps no-one uses
    23. 23. Successful Brands listen to tweets 24hrs a day and answer every single tweet.
    24. 24. Gather all the feedback in one central public place and create a public roadmap #yesyourcompetitioncanseeittoo
    25. 25. Deliver improvements and features as fast as you can based on the feedback you are getting: work real time
    26. 26. use activity streams in your company to familiarize yourself without taking risks: Status.net, Chatter, Yammer, soon Google apps with Buzz
    27. 27. Create your presence in all major social networks ... and publish to all of them without pollution (no posting @replies in Facebook #suck)
    28. 28. @TheGuild is a fantastic example with a huge community, fans on Facebook, Twitter, millions of views on YouTube and their own social network  http://www.watchtheguild.com/
    29. 29. Freakin' REPLY to as many questions as you possibly can and forget about #management #PRdept
    30. 30. Dedicated team of community evangelists? #great The whole company like #bestbuy or #kodak #better
    31. 31. Forget about millions of followers. 1,000 real fans is enough http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php The Internets Users Customers Real Fans
    32. 32. Create more trust: use home made video, look ridiculous, do live QandA on ustream or formspring.me
    33. 33. Create content which isn't like a press release
    34. 34. Work in realtime
    35. 35. Support best initiatives and events your fans and influencers go to #plug leweb.net is one!
    36. 36. The most important:  It is not a campaign . It takes years to create a community. Be patient and do it very regularly. #forgetwhatyouhavelearned
    37. 37. If your brand is not very conversational #noonereallycares get creative like American Apparel gathering 1,364 butts http://whitscott.com/2010/02/17/please-tweet-and-facebook-this-photo-of-my-butt-thanks/
    38. 38. How to measure success: exposure, "resonance" and engagement. Number of Real Fans #notnumberoffollowers
    39. 39. Suggestion #1 read Tribes by Seth Godin
    40. 40. Suggestion #2: read Trust Agents by Chris Brogan
    41. 41. Suggestion #3: read Engage! by Brian Solis
    42. 42.   Suggestion #4: read Jeremiah Owyang's blog
    43. 43. Suggestion #5: follow @zappos and read "Delivering Happiness" by Tony Hsieh
    44. 44. Suggestion #6: read Rework by Jason Fried & David Hansson Founders of 37signals
    45. 45. Suggestion #7: try my own company Seesmic to share and engage in all places and build your brand in it
    46. 46.   Stay in touch? twitter.com/loic facebook.com/loic  youtube: loic.tv  [email_address]

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