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    Paola Peretti - "Digital convergence" Paola Peretti - "Digital convergence" Presentation Transcript

    • DIGITAL MARKETING LAB – Advanced SOCIAL MEDIA (Social Network & Digital PR) Paola PerettiASAM – Università Cattolica di Milano -7 Febbraio 2011
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing is important Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • THE REAL LIFE SOCIALNETWORK Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Introduction• Iʼm going to talk about 6 things in this introduction: – Iʼm going to start by talking about how the web is fundamentally changing. – The real life social network. How people are connected to each other offline, and what that means for their behaviour online. – Relationships. We all have very different relationships with the people in our life and designing for them is very different. – Influence. How people influence each other, and how that is driven by the structure of our social network. – Identity. Why identity is a cornerstone of the social web. – And last not absolutely not least - Privacy. Why itʼs critical to give people control over their data. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • The web was originally built to link static documents together(left), but evolved to incorporate social media (center), andweʼre now seeing a web built around people, where theirprofiles and content are moving with them as they visit differentwebsites (right). Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • The toolbar along the top of the Corriere site is an early exampleof where the web is headed. Sites we visit will have our identityand social network with us, showing us the activity on that sitefrom people in our network. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Were also seeing a much bigger shift in how people spend theirtime online. People are spending much more time interactingwith other people, and much less time consuming content fromwebsites. This shift is not about any one particular socialnetwork. Its about people connecting to each other online. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • So this shift is much greater than any one social network, andmuch more complicated than deciding where the share thisbuttons go. Almost all the sites and apps we design from nowon will have embedded social features… Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Itʼs already happening. In the future weʼll know things like who out of our friends hasbought this bag, who has bought this brand, who bought competitor brands, what dopeople think of this brand and weʼll have ways to communicate with them to find outmore. Understanding sociability will become a core requirement for designing online.Almost all of us will need to become skilled in social web design. Marketing Lab – Advanced Digital SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • The approach is changing…• The social web, and all social media that operate within it, is a way of thinking as opposed to a new channel. Itʼs not about sales, or ads, or click-through rates.• Itʼs about pursuing relationships and fostering communities of consumers. Itʼs about rethinking how you make plans when your customers are in the center and in control. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • The approach is changing…I want to start by telling you a story about Giulia…She has lots of different groups in her life. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Her friends from where she lived… Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Friends from where she lives now.. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Her family… Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • What’s happening online… Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • When you think about building yourstrategy on social network, remember that…. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Where do you want to put your brand in Giulia’s life?• Define your community BEFORE• Build the right personas• Be patient, use social network to recruit and they will come• Think that now Giulia doesn’t want a ton of friends in the same group…she wants different communities to be part of it Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • • When thinking about how the web is changing, many people focus on the technology.• People are using technologies every day that didnʼt exist a few years ago. The rapid pace of change means that businesses focus on what technology or application is coming next.• But the people using it donʼt care about the technology; they care about the communication that the technology enables. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • • The first is that people often dont know what they are going to do with the things they build.• There are so many Facebook fan pages with hundreds of thousands of followers yet nothing is happening. So 100,000 people became a fan of yours on Facebook. Now what? This is the fan page for the magazine seventeen. There are 174,000 fans but no conversation.• You need to look at things like Facebook fan pages and think: “How is this going to fundamentally improve my relationship with my customers?” Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • What is important to remember…• Focus on what motivates people to use new technology. Technologies will come and go, but the fundamental social behavior patterns of people will remain the same.• A better long term strategy for business is to understand peopleʼs motivations for using new technologies, and not the technologies themselves. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • How to be ‘advanced’?• How are people connected around your business?• Avoid the use of the word friend for connecting people. Understand how people describe their relationships for the behavior you’re trying to encourage.• Allow people to create custom names for groups, and allow people to rename the group if it changes over time.• Support side conversations. Allow people to fork conversation threads with a smaller number of people. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • How to be ‘advanced’? DESIGN FOR DIFFERENTTYPES OF RELATIONSHIPS Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • As digital marketers, the biggestthing we need to think about when designing for temporary tie interactions is trust. Trust Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • How can we design in things that help people understandwhether they should trust each other? Here is a nice example from evogear.com. I can start to trust this review because Iknow that the person actually bought the skis hes reviewing. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • So at the end we can say…• Knowing which tie youre designing for can really help you prioritize features.• Consider how to design for different types of relationships. Something designed for close friends to interact will look a lot different than something designed for friends of friends to interact, which will look different than something for strangers to interact.• Don’t try to design something for all types of relationships. You’ll simply end up with a compromised solution for everyone.• Understand which types of relationship ties are most important for what you’re creating, and design primarily for them. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Some more things…• What is also important to think and build in advance: – The content being communicated – The urgency of reply required – The level of privacy required Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • About different social networks• People’s online communication channels need to support the right types of interaction and audience. Ensure you know what your users need. A feature that is designed to support oneto-one communication will look different than one designed to support one-to-many communication.• Different channels have different attributes that make them more or less appropriate for communication with different audiences. Understanding these attributes, and when and why people use different channels, can help companies give people the right communication options at the right times. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital PRWe often look toothers when makingdecisions Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • The scenario is evolving…• People try to behave rationally, they try to make objective decisions, but other factors mean that they cant. The problem is that we all have limited access to information, and limited memory.• Because of this, we have learned to rely on others to help us make decisions. We assume that other people know things we dont. In fact, we do this so often, that we automatically look to the actions of others, even when the answer is obvious. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • The scenario is evolving…• The web is increasing the volume of information available to us, but our capacity for memory isnt changing.• So its likely that well increasingly turn to others to make decisions. There was once a time when we picked what restaurant to eat in by looking in the window. But now, we often cant decide without pulling out our phones and searching the web for reviews from people who have eaten there before. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Decisions Making Support• If other people are heavily influencing our decisions, and in some cases making the decisions for us, how does this impact what we buy, what sites we visit, how we spend our time?• If we want people to use our products, to use our website, it is important that we design in features that support our friends making decisions for us. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • & NOW LET’S START OURDIGITAL LAB! Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Social Network & Digital PR• During the last months I received a lot of questions about this topic, so the goal for today is to answer… Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #1: What are the social media marketing best practices?• How can I make sure my message is noticed and not buried in all the other noise?• How many social media channels do successful social media marketers use?• What are the marketing DOs and DONTs for Twitter, Facebook and LinkedIn?• What is the most effective way to drive business without "spamming"?• How do I make a message go viral? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • 10+ Top Facebook pages and why tehy are successful• #1 Red Bull – They know what their personas will respond the best and they deliver it – They’ve created games, web TV program with integration of celebrities – They use multiple segments (remember not one group of friends anymore) Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 1 Red Bull FB Page - TAKEWAYS• Welcome tab: different for a non-fan, it is simple – they only put one thing on their welcome tab making it very clear what they want to happen• Note: if you add too much on your welcome tab your fans will get confused and likely not take any action• Remember the LESS IS MORE concept…go for ONE CALL TO ACTION Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 1 Red Bull FB Page - TAKEWAYS• Always consider spending some money on the CREATIVE design of your page, it can make the difference• Pay a lot of attention to your call to action, specifically for the ‘Like’ bottom• Think of the different pages as the best way to segment and create sub-groups Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #2 Burt’s Bees Fanpage Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #2 Burt’s Bees Fanpage• A great use of photos and videos to give a behind-the-scene view of their company and products• #2 Burt’s Bees Fanpage Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Quiz – Entertainment & Info Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Shop & Share Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #3 Uno Chicago Grill Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #3 Uno Chicago Grill• How to re-create a web site on a FB page!• How to focus even on a retailer and stress some useful info about menu, products, location in a very smart way – to satisfy a specific need• Fan of the week contest – they asked fans to post a photo of themselves while at an Uno restaurant - integration Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 4 Livescribe Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 4 Livescribe – Great Apps Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 4 Livescribe – Support Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 4 Livescribe – one of my favorite FB page!• You can buy directly from the FB page• You can tweet about their product and post about them on your FB wall Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 4 Livescribe – one of my favorite FB page!• FB is more than a fans page it can be: – E-shop – Support after sales – Education – Entertainment – Apps – Sharing – Tweet – …..and a lot more! Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 5 Bulgari – this is also a good one! Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 6 Toy Story 3 – Fun! Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 6 Toy Story 3 – Order now! Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 6 Toy Story 3• Another good example of:- Fun for everyone but segmentation- Order online and integration with retailers online and offline- Apps “Tickets together”: to buy tickets to go to the theater on FB! Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 7 Coca Cola Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 7 Coca Cola Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 7 Coca Cola• Another good example of:- Innovative promotions- Fun and interactive features- Create your-own fan page, go viral Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 8 Oreo Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 9 Jones Soda Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Jones Soda – Micro Site Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Jones Soda – Great Discussions Group Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Jones Soda – Great Video Channel Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 10 Travel Channel Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • # 10 Travel Channel – Great Welcome Page Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #2: How do I best manage my time with social media?• How much daily time do successful marketers spend on social media marketing?• How do I overcome the objections of those who say they dont have time for social media marketing?• How does an organization avoid becoming overwhelmed by the demands of social media? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Use of social media marketing• 91% marketers do• And a significant 65% have just started either now or few months ago Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Time committment for social media marketing56% marketers spend 6 hours or more eachweek; 30% for 11 hours or more Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Age factorPeople age 20 to 29spend the mosttime using socialmedia marketing Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #3: How do I reach my target markets with social media?• How do companies use social media marketing to attract and retain consumers?• How do I use social media marketing to target geographic audiences?• How does social media marketing help brick- and-mortar retail stores?• How do I best use social media marketing to target small niche markets? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Remember your personas.. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #4: How do I generate traffic and leads using social media?• How do I obtain qualified subscribers to our blog, newsletter and/or Twitter feed?• How do I reach a large audience, outside of my current contacts, and get them to respond?• How do I drive more traffic to our website using social media marketing? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Listen• The best way to understand how to recruit the right people and bring them to your FB page or to your community or even to your web site is to listen to their conversations in the digital space…. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • New tools to listen Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • The second way to bring the right people on board is to…• Work hard on SEO (and be patient last trend on Google is to take 6 months to read your tag and meta tag…)• Invest in Digital PR (bloggers activation, community engagement, online editorial outreach, FB contest…)• Partnership with others web sites, associations, etc. > you want them to put your link on their web site… Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #5: How do I implement social media tactics?• Can you provide a comprehensive guide for how to use all the tools?• How do I fully integrate mobile?• How do I enhance our Facebook fan page?• How do I put those handy social media icons at the bottom of my blog post? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Commonly used social media tools Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Commonly used social media tools• Twitter, FB, LinkedIn and blogs are the top 4 social media tools used by marketers in US in 2010• In 2009 FB was in fourth place and blogs were in second place…• Small business are most liklely to use LinkedIn to build their network Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Tools used B2B vs B2C Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #6: What are the latest social media trends?• What can we expect in the next three years? Will social media converge or will there be more divergence?• Is social media here to stay or is it just a fad?• How do I stay current with all the changes?• Whats the next "big thing" in social media marketing? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Blogs Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Facebook Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • You Tube / Video Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Twitter Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Forums Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • New tools:• StumbleUpon, Digg, Reddit, Mixx• Social Bookmarking• Ning site• Mobile Smartphone & Apps Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • StumbleUpon.com Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Mixx.com Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Find relevant conversations Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Social Bookmarking• Il social bookmarking è un servizio basato sul web, dove vengono resi disponibili elenchi di segnalibri (bookmark) creati dagli utenti.• Questi elenchi sono liberamente consultabili e condivisibili con gli altri utenti appartenenti alla stessa comunità virtuale. Wikipedia.com Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Social bookmarking – Digg.com Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Siti Social Bookmarketing Italiani• Del.ico.us • Pliggalo• Diggita • Rankalo• Digo • SegnaloAlice• FaiInformazione • Social Planet News• Groggit • Squic• NotizieFlash • SuGiu• OkNotizie • TechNotizie• PiiROS • TuttoBlog• Pligg • UpNews • Wikio Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Mobile Trends Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Mobile- Areas of interest Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #7: How do I get started?• What are the steps to building a strong social media platform for my business?• How do I get it all set up if Im not very tech- savvy?• Is there a way to dabble with a blog without committing to one?• What are the dos and donts when Im first getting started? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • First step• Define what’s your goal + objectives and strategies• Analyze what you are doing online• Set a process and how you want to reach your objectives• Find a good partner• Integrate with your traditional activities• Involved the company• Study… Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #8: How do I integrate my social media activities?• How do I tie all the applications together to get the best results?• How do I best keep my social media efforts organized and linked?• What are the best tools to use to coordinate social media efforts while still being true to the social norms of each platform?• Is there a program or system for pulling all these technologies into one platform? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Uniqlo – Case Study• Uniqlo is a company known for marketing innovation in the digital space.• Each year, their new fashion lines are launched globally with a campaign of simple, but highly engaging digital content.• Uniqlo is an inherent global brand that has been built using digital media. By relying music, imagery, design, dance, shapes and forms they can create a campaign once and use it everywhere.• They are effectively using the Web as their global marketing medium. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • How to integrate & grow• “Fans First” will continue to be our compass• Continue building Common Solutions to Amplify online and leverage offline• Different Global & Local campaigns• More Brands on More Platforms• We will continue to Test, Learn, Share, SCALE & REPEAT…Again, and Again, and Again Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #9: How do I evaluate the advantagesand disadvantages of each platform?• How do I evaluate which site will be most effective when marketing my business?• How do I assess the value of the latest tools (social bookmarking, StumbleUpon, or whatever) and learn to use and integrate them with my existing strategies?• What are the social norms for using Facebook for marketing? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • #10: How do I measure social media return on investment?• How can I tell a convincing story to management about the return on investment for social media marketing?• What are the key metrics to follow for measuring return on investment in terms of customer satisfaction, revenues and brand loyalty?• How effective is social media versus the resources needed to maintain the effort?• Are there any industry benchmarks that track the impact of social media marketing? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Benefits of social media• Helped me to close business (73.8% of marketers who have been using social media for +2 years) – B2B more (51.3%) than consumers (44.9%) – Small business (57.8%) Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Benefits of social media• Generated exposure for my business• Resulted in new business partnerships• Generated qualified leads• Reduced my overall marketing expenses – The main financial cost of social media marketing is the time it takes to gain success• Helped us rise in the search ranking (reputation)• Increased my database (traffic/subscribers, etc.) Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Benefits of social media marketing• The number-one benefit is gaining all-important eyeball• Increase in serach engine rankings• Qualified leads Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Helped me close business• 73.8% marketers who have been using social media report it has helped them close business Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Measurement Foundation Business CRM Intelligence Sales Analytics ROI Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Business Challenge• Corporate culture• Customer information – Sales data – Customer research• Managing expectations – Time frame, budget, capabilities• Department fragmentation• Semantics – What is ROI? Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Technology Challenge• Customer tracking – Social networks and over time• Data and analytics – Managed by multiple parties – How do you get all the data and make analytics/data platforms talk to each other?• Making sense of the data – Interpreting results from various data sources Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Digital Marketing Lab – AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • How to measure• numero di fan• costo per fan• owned media value• earned media value• fan click through to sales lead• fan engagement• social conversation volume• sentiment Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • How to measure• tasso di reclutamento o acquisizione nuovi utenti• retention (tasso di trattenimento): quanti utenti restano e continuano a partecipare• tasso di fidelizzazione: utenti che diventano fan e ambasciatori legandosi al brand e all’azienda, aiutando il percorso di buzz e di influenza su altre persone come loro.• Questi parametri sono inseriti in Google Analytics e in altri strumenti che se confrontati con il proprio database di marketing e incrociati con i dati di vendita, possono aiutare a costruire dei Key Performance Indicators per il piano di marketing digitale. Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • In Italia tipicamente si misura…• aumento in brand equity e fidelizzazione• aumento della notorietà del brand• aumento della soddisfazione dei clienti• customer care più efficiente• aumento delle vendite• informazioni in tempo reale sui/dai clienti• PR più efficaci• azioni mirate e rilevanti Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Remember the objective… Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary
    • Contact Info• Paola Peretti• Cell 334.7510791• Paola.peretti@yahoo.com Digital Marketing Lab – Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola © Confidential & Proprietary