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How Media24 Family Magazines are leveraging our brands via social media platforms

How Media24 Family Magazines are leveraging our brands via social media platforms

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FMD and Social Media Presentation Transcript

  • 1. and
  • 2. video
  • 3. Social Media
  • 4. Why Social Media?
    • ’ 08 Global consumer phenomenon
    • Social media more popular than e-mail
    • Popularity based on human need to connect and expand connections
    • ‘ Member communities’ foothold in all markets (50% of Sw online pop, 80% Brazil)
    • Not only popularity but time spend online should be noted
    • Ramifications for behaviour and interaction
  • 5. What does it mean for advertising?
    • Social media competition to traditional publishers
    • Provide new ways for advertisers to connect
    • Consumer engagement can change consumer targeting through all media
    • Catch-22:
      • little advertising associated with growth on FB
      • MySpace successful advertising platform but no users
    • Online real-estate measured by time spent not page views ad revenue could move from ‘traditional’ online media to social media
  • 6. Challenges facing advertisers
    • Level of ad activity not consummate with size of audience
    • Social media is both supplier and consumer of content
    • Ads on social media is like gate-crashing a party
    • Social media provide personal data yet obstacle in generating revenue
  • 7. What can agencies do?
    • Work closer with social media
      • Social media need ads to monetize audience
      • Advertisers needs to go where consumers are
    • New ad models
      • Banner ads are history
      • Different approaches needed
    • Advertising should be a conversation
      • Yogisip ads
      • Members should be co-creators of ads
    • Advertising should add value
      • Add value through consultation and interaction
      • Social media can generate brand affinity for advertisers
  • 8. What can publishers do?
    • Understand social media
    • Participate actively
    • Opportunity to increase audience
    • Offer content to a broader audience
    • Traditional publishers most popular
    • Online complementing older media
    • Overcome complexity, creativity and relevance
    • Whatever successful ad model turns out to be - copy it
  • 9. What are we doing?
  • 10. Our brands
  • 11.
    • 5 years old
    • Simple design
    • Broad appeal
    • Focused on connecting not entertaining
    • 6th most popular
    • #1 spot in SA
    • 1/3 of time spent online
    • 800 000+ in SA network
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18. Page views
  • 19.
    • ‘ Fastest growing phenomenon on internet’ - NYTimes
    • Short one sentence updates
    • Aimed at generating traffic to print and online
  • 20.  
  • 21.  
  • 22.  
  • 23.  
  • 24.  
  • 25. Tumblr
    • A microblog platform for photos & text
    URL used to paste on feeds into feeds into only 140 characters Eg: Kry jou nuwe Huisgenoot vandag. Moenie die lekker nuwe boekeseksie misloop nie!
  • 26.  
  • 27. Page views
  • 28. Domestic traffic
  • 29. How we compare to other Afrikaans websites
  • 30. Not just a movement, a change in behaviour Prepare for a substantial trial and error process Benefits could be incredible - Nielsen report on Social Networking (March 2009)
  • 31. questions