Social Media 101 Digital Variant

Social Media 101 for Marketers Presented by: Mark Stutzman, CEO Mark Peabody, VP Bus Dev

Digital Variant - Who Are We?
We are Social Experts
Full Service Social Marketing Firm
Social Strategy
Campaign and product ideation
Design and development
Media planning, buying, reporting
Execution done In-house!
We have been working in Community and Social Media for over 11 years
Experienced interactive management team
© DIGITAL VARIANT 2009 | 2

What is Social Marketing - The Definition
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).*
*Source: Wikipedia © DIGITAL VARIANT 2009 | 3

Social Media - In Short!
Social Media =
Connections
Friends & Colleagues
Conversations
Sharing
Staying connected/updated

The Social Media Landscape Source: Brain Solis under Creative Commons License © DIGITAL VARIANT 2009 | 5

Facebook Growth – 7/08 to 7/09
Monthly unique users grew by 90 Million in one year
2,103,776,002 total Visits in July of 2009
400% Growth in unique users in one year
Source: Compete, Inc. www.compete.com © DIGITAL VARIANT 2009 | 6

Twitter One Year Unique User Growth
From 07/08 to 07/09 Twitter went from 2.2 Million Unique Users to 23.3 Million Unique Users
Total visits went from 18 Million to 153 Million
Source: Compete, Inc. www.compete.com © DIGITAL VARIANT 2009 | 7

Did You Know? Source: Scoialnomics, Eric Qualman, www.socialnomics.net If YouTube were a country, it would be the 3 rd most populated place in the world and 50% of it’s users visit once a week! Facebook has grown from 20,000,000 to 250,000,000 active users in under 18 months! Facebook is the biggest photo sharing site on the web, each month over a BILLION photos are uploaded! Twitter has grown over 1,000% in the last 12 months, with 23 Million visitors in June of 2009! As of July 2009, 1.5 Billion iPhone Apps have been downloaded! © DIGITAL VARIANT 2009 | 8

What is Social Media Marketing?
Social Media Marketing enables connection & communication between brands and consumers
Connecting via interests, experiences, passions, products, etc.
Connection = Loyalty
Connection + Loyalty = Viral growth
Peer recommendation is at the heart of social media
Brands that effectively “Plug In” to the social media process recognize tremendous value

Types of Social Media Marketing That Work Custom Applications Brand Pages Widgets Distributed Media - Video © DIGITAL VARIANT 2009 | 10

Custom Applications
Apps are Mini-sites built within Social Networks or on devices
Apps access existing information about consumers from their social profile and graph
Applications are installed by consumers, engaging brands
A good App has an objective, offers value to the user, and promotes the brand
Apps have long durations, repeat use, constant brand immersion, viral distribution, data collection, and many other attributes

Sample Facebook Application: Redken 10,000 Blondes
Promote new Blond Glam hair care line
Engage Users
Collect images from 10,000 Blond Female Facebook Users
Create a collage using user images
Distribute sample product
10,000 Installs in under 6 weeks
Each install provided photos for the collage
Over 2.2 million news feed posts generated
500 samples distributed
Objectives completed ahead of schedule!
Considerable press
Objective: Result: © DIGITAL VARIANT 2009 | 12

Sample Facebook Application: Redken 10,000 Blondes © DIGITAL VARIANT 2009 | 13

Sample Facebook Application: Master Lock Secret Vault
35% viral spread
Long user durations
Constant non-intrusive brand immersion
Considerable press Coverage
Sampling launching soon
Introduce Speed Dial Lock to teens
Engage teens while promoting the brand
Virtual product interaction showcasing new technology
Spread campaign virally
Objective: Result: © DIGITAL VARIANT 2009 | 14

Sample Facebook Application: Master Lock Secret Vault © DIGITAL VARIANT 2009 | 15

Brand Pages
Your chance to speak directly to consumers
Standard Facebook Brand Pages don’t cut it, you need to customize
Brand pages are like sites, they need to be rich, deep, and interactive
Consumers that become fans will have their Profiles updated when you change content
Brand pages are your access to a community of 200+ Million users – USE THEM WISELY!

Sample Brand Page: Effective © DIGITAL VARIANT 2009 | 17

Sample Brand Page: Failure © DIGITAL VARIANT 2009 | 18

Distributed Content: Video
Videos and other distributed content rely on engaging the users desire to share something unique = viral spread
Content is key: brand promotion must be integrated into, or without disturbing, the content
You can’t MAKE something go viral, it needs to be THAT creative
If successful, there can be huge rewards

Distributed Content : Video Example
Samsung: Extreme Shepherding
Released March 16 th , 2009
Over 9,000,000 Views of a 2+ minute video
Samsung branded closing
Source: YouTube, www.youtube.com © DIGITAL VARIANT 2009 | 20

Widgets
Stand alone distributable applications
Users embed widgets on social media properties, Blogs, or any site they control
Widgets do not pull data from Social Media Sites
Widgets must be promoted heavily to gain initial distribution
Widget only tie into a users social graph when embedded

Why Should You Care About Social Media?
People ARE talking about YOUR brands, and you need to be a part of it
You have the chance to talk directly to your consumers, not at them
Relationships are key to loyalty
Consumer advocates are the strongest marketing channel
Use Social Media for consumer feedback (MS See speaker note)

What Can Social Media Marketing Accomplish?
Engagement - #1 Objective
Relationships
Dialogue
Loyalty
Data acquisition
Conversions
Viral spread of your brand message

How to Begin
For many marketers, leveraging Social Media is outside of their core competency, and that of their traditional agencies
Work with a specialist
Define brand objectives and strategy before determining how to use Social Media
An effective Social Media strategy requires:
Experience building and applying social media tools
A keen understanding of interactive users
Deep industry knowledge of trends and social media properties
Solutions that engage and provide value to users

Digital Variant Social Media Marketing Services
Initial meeting – educate and inform
We focus first on your brand, objectives, and marketing initiatives; then on how social media can support them
We develop creative concepts based on your requirements leveraging all appropriate social media tools
We offer a full suite of services, from concept to execution and management
As your partner in social media marketing your success is critical to our success

Next Steps
To schedule a meeting: chat with us now, grab a card, or contact:
Mark Peabody
VP Business Development
Digital Variant
www.digitalvariant.com

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Social Media 101 Digital Variant

by Digital Variant, Inc on Aug 25, 2009

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Social Media 101 Digital Variant — Presentation Transcript