Ramaciotti digital media marketing 2012 6Presentation Transcript
Lesson 6 Social Media − 22012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0
Social media Consumption On average, global web users across 10 countries spent roughly ﬁve and a half hours on social networks in February 2010 Italians, Australians Spend Most Time on SocNets Web users in Italy spent the most average time on social networks last month, six hours, 27 minutes and 53 seconds. http://www.marketingcharts.com/interactive/socnet- usage-rises-in-feb-12346/
Facebook Advertising If youre thinking of tapping into the Facebook crowd for some high- proﬁle advertising, take a look at this list of 100 tools and tips that will help you maximize all of the applications and opportunities that Facebook has to offer. http://www.insidecrm.com/features/facebook-marketing-toolbox-012308/
5 Reasons Why People Follow Brands onTwitter 1. To get updates on future products a. 38% of respondents said that they use Twitter to get updates on future products or new product developments. b. From a brand’s perspective, this shows that Twitter is a useful PR tool for creating buzz around a new product launch. It would also work well for innovative companies who continuously update their offering or for FMCG businesses where new products are frequently launched. 2. To engage with the company or brand a. 32% of respondents said they wanted to stay informed about the activities of a company or brand, with a further 20% stating they become followers to interact with, share ideas and provide feedback about services or products. b. From a brand’s point of view, this proves the value of Twitter as both a customer engagement and customer feedback tool. 3. To save money a. Saving money seems to be another key motivator for people to follow http://www.futurelab.net/blogs/marketing-strategy-innovation/ brands on Twitter. 31% of respondents said that they follow a 2010/08/5_reasons_why_people_follow_br.html company to receive discounts and promotions. A similar percentage of people also hoped to get “insider” information about upcoming sales, discount events and free samples. b. This means that businesses could use Twitter to feed out discount codes and coupons in order to encourage brand loyalty and drive sales. 4. For entertainment a. For 26% of the people surveyed, following brands on Twitter was simply for entertainment and no other reason. b. With this in mind, perhaps brands and businesses need to evaluate the way they engage people through Twitter and include more fun, interactive content, like videos and pictures, rather than just a news and updates, in their Twitter stream. 5. To display loyalty a. 23% of people surveyed said they follow brands or companies to show support. In other words, it is to show their loyalty to others. b. For a brand or business, this type of user could be a key inﬂuencer and, as a brand advocate, if you engage them in the right way they will help spread positive word-of-mouth about your products or services.
Twitter Pool Gucci vsBurberryBoF Twitter Poll: What do you think of Gucci Eye Web versus Burberry’s Art of the Trench? 1. Burberry shows a deep understanding of how to use social media, while Gucci just jumped on the “bandwagon” without thinking ﬁrst, which feels “insincere.” 2. Burberry creates a “visual feast” that inspires users to explore further, while Gucci quickly loses users’ “interest.” 3. Burberry’s offering is “fun,” functionally superior, “user- friendly” and easy-to-navigate while Gucci frustrates users. 4. Art of the Trench relies on editing by Christopher Bailey to ensure the integrity of the brand is maintained while Eyeweb’s images often have no clear connection to the brand. 5. Art of the Trench is linked to a speciﬁc business objective whereas the purpose of Eyeweb is unclear. http://www.businessoffashion.com/2009/11/bof-twitter-poll-gucci-eyeweb-versus-burberrys-art-of-the-trench.html