How to promote your brand in social networks

by Loic Le Meur on Apr 22, 2010

11,551 views

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.

Less

30 Embeds 1,462

http://www.loiclemeur.com	877
http://loiclemeur.com	233
http://www.slideshare.net	115
http://blog.seesmic.com	109
http://darealya.blogspot.com	24
http://bluegoldfish.net	22
http://fumit.blogspot.com	15
http://www.yeon.nl	11
http://www.olafmolenaar.com	10
http://blumaya.net	8
http://itsdigitalstupid.wordpress.com	5
http://darealya.com	5
http://fumit.blogspot.jp	4
http://localhost	3
http://www.typepad.com	3
http://peetch.com	2
http://crmsoftwarefreetrial.com	2
http://www.peetch.com	2
http://translate.googleusercontent.com	1
https://login.concentra.be	1
http://www.schoox.com	1
http://webcache.googleusercontent.com	1
http://ype.tumblr.com	1
http://static.slidesharecdn.com	1
http://www.taaza.com	1
http://drizzlin.com	1
http://studysols.com	1
http://www.blabla.co.za	1
http://start.knox.nsw.edu.au	1
http://olafmolenaar.posterous.com	1

More...

Statistics

Favorites: 56
Downloads: 0
Comments: 6
Embed Views: 1,462
Views on SlideShare: 10,089
Total Views: 11,551

How to promote your brand in social networks — Presentation Transcript

FORGET ABOUT CAMPAIGNS LISTEN AND ENGAGE

Hi, I am @loic founder of Seesmic, one of the popular social software apps and of LeWeb, largest web conference in Europe

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-lost-iph

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, Windows Phone, email, paper

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 companies who Twitter works well for generally

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-campaign-should-blow-your-mind/

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 - : Social networks are the center 2000 - 2010: Google is the center

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 Google apps with Buzz

Create your presence in all major social networks ... and publish to all of them without pollution (no posting @replies in Facebook #suck)

@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/

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_fans.php The Internets Users Customers Real Fans

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. #forgetwhatyouhavelearned

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/

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]

Ricardo Pinilla , Strategic Marketing Consultant at m-tech consultores Very good presentation. I appreciate Loic shares his knowledge. 2 years ago

Are you sure you want to Yes No

Denise Silber , President at Basil Strategies Expresses exactly where we're going, with 'bundles' of tweets and exchanges, not glossy sites. 2 years ago

taufiqht Great job...Thanks a lot.. 2 years ago

vipqiv at vipqiv عقار http://www.3qarsa.net

حكايات نواعم http://www.nem-stories.com/vb/ 2 years ago

jimonimo good slides! 2 years ago

Bernard Hardy and Hardy's Corner , Retired at * Great Work !!!Congratulations on your slideshow...Thanks for sharing!!!! Bernard (France) 2 years ago

How to promote your brand in social networks

by Loic Le Meur on Apr 22, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

30 Embeds 1,462

Statistics

How to promote your brand in social networks — Presentation Transcript