Can Social Networking Build Your Brand?

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The popularity of web applications with a social context has exploded in the last year. This session will look at how social interaction can be applied to a brands online presence to generate a …

The popularity of web applications with a social context has exploded in the last year. This session will look at how social interaction can be applied to a brands online presence to generate a deeper connection with the customer. We will discuss what can be learned from these interactions, how market research can be conducted, and how a brand can enter the conversation without turning its audience off.

Presentation by Jason D. Schwartz of http://robberbaronblog.com at SXSWi 2007
Follow him on Twitter: http://twitter.com/jschwa
Book him for speaking engagements at: jason AT robberbaronmusic.com

Credits: Campari case study originally by Richard MacManus at Read/WriteWeb. Background provided by Andrew Reeve.

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  • 1. Jason D. Schwartz [email_address] www.robberbaronmusic.com SXSWi 2007 Session
  • 2. Jason D. Schwartz Background
    • Consultant in the digital media industry
      • Island Def Jam
      • BET Interactive
    • Marketing at an interactive agency for Fortune 500 clients
    • Started Robber Baron Music, a digital music label
      • www.robberbaronmusic.com
    • Launching Social Race
      • Social media site in the political space
  • 3. Agenda
    • Marketing on existing networks
      • Case Study
      • How-To
    • Market research on existing networks
    • Creating your own social media
  • 4. Joining The Conversation Campari Case Study
    • Source: 11/28/06 Richard MacManus at readwriteweb.com
    • Campaign consisted of:
      • Flash Website
      • MySpace Profile
      • YouTube Profile
      • Flickr Account
      • Del.icio.us Account
  • 5. Website
  • 6. Website
  • 7. Website
  • 8. Website
  • 9. MySpace
  • 10. Flickr
  • 11. YouTube
  • 12. Del.icio.us
  • 13. Campari Results
    • 170,000 PageViews
      • 13.5% from social media sites
    • 3,000 “Friends”
    • 2,500 comments across the sites
    • 92,000 views across the sites
  • 14. Campari Results
    • Niccolò Magnani, MRM Worldwide,
      • “ What I like is that we created a community of people that we can further talk about red passion.”
  • 15. Problems With The Campaign
    • Fake profiles can be dangerous
    • Transparency on the web is important
    • If you lie, you will be found out
      • Lonleygirl15
    • You may believe there is no such thing as bad PR
      • Works better in the arts and entertainment industry
    • To avoid problems disclose company sponsorship
  • 16. Did They Connect?
    • “ What I like is that we created a community of people that we can further talk about red passion.”
    • The reality is that all of the profiles and accounts were deleted
    • Violates terms of service
      • You can probably get away with it, but expect a short run
  • 17. How To Do It
    • Update content frequently
    • Don’t spam inboxes
    • Keep on top of the community
    • MySpace
      • Design in CSS
        • www.mikeindustries.com
  • 18. Standard MySpace
  • 19. CSS MySpace Full Functionality
  • 20. CSS MySpace Broken Functionality
  • 21. How To Do It
    • Update content frequently
    • Don’t spam inboxes
    • Keep on top of the community
    • MySpace
      • Design in CSS
        • www.mikeindustries.com
      • Purchase a branded profile from MySpace or FaceBook
  • 22.  
  • 23.  
  • 24.  
  • 25.  
  • 26. Listening To The Conversation
    • Social media sites are populated with people describing their preferences
    • Market researches pay people to tell them what they like and what sites they visit
    • Social media sites make this same data public for free
  • 27. Discovering Tangential Interests
    • Good marketing comes from understanding your audience
    • Its easier to cut through the noise in an uncrowned space
    • The goal is to find the non-obvious place to reach your audience
    • Don’t market a golf club in a golf magazine, market it at Home Depot
  • 28. Using Del.icio.us
    • Search Del.icio.us for the brand category
    • Look at related tags
  • 29. Using Del.icio.us
    • Search Del.icio.us for the brand category
    • Look at related tags
      • Build profile of the target audience
      • SEO
    • Look up related items
      • Enter top bookmarks into Similicio.us
      • Build a list of sites to advertise, partner, and compete with
  • 30. Del.icio.us Tea Results
    • Terms for SEO and further research:
      • Food, shopping, coffee, health, recipes, design, gifts
    • Sites to partner or advertise with
      • thinkgeek.com
      • threadless.com
      • treehugger.com
      • lifehacker.com
      • etsy.com
  • 31. Using Technorati
    • Finding a key opinion leader can be a valuable contact
    • Search Technorati for the brand category
      • Switch the search to blog directory
    • Surf the results.
      • The best may not be the highest ranked
    • Look at what tags the blog uses
    • Look at who else links to them
  • 32. What To Do With Technorati Results
    • Build a more detailed picture of your target audience
    • Advertise on the blogs
    • Offer a promotion
    • Engage in link trading
  • 33. Creating Your Own Social Media
    • Tap into your audiences ability to create
      • Chevy Tahoe create your own ad
  • 34.  
  • 35. Creating Your Own Social Media
    • Tap into your audiences ability to create
      • Chevy Tahoe create your own ad
      • CurrentTV www.current.tv/make/vc2/vcam
  • 36.  
  • 37.  
  • 38. User Generated Ads
    • Tap into your audiences ability to create
      • Chevy Tahoe create your own ad
      • CurrentTV
    • The downside is a loss of marketing control
  • 39.  
  • 40. Creating Your Own Social Site
    • Do not create another social network for people to meet up
    • Create something social that makes your audience’s interests easier
    • Example: If you work with a wine company, create a site for people to share wine
      • Same goes for a glass company whose customers probably drink wine
  • 41.  
  • 42. Creating Your Own Social Site
    • Rather than buying an ad, sponsor an entrepreneur
      • More interactive than a spot
      • Engages your audience
      • Creates a true community you can communicate with
    • Sponsor a UI over hall or upgrade
      • Get access to their user statistics (don’t abuse)
  • 43. Conclusion
    • Advertising in social networks can be effective, but does not create a community
    • Think of social media as a place to discover your audiences interests
      • Del.icio.us
      • Technorati
    • Create sites that make these interests easier and have your client sponsor
      • This will create a true community and dialog with customers
  • 44. Contact Info
    • Jason D. Schwartz
    • [email_address]
    • www.robberbaronmusic.com
    I am available for speaking engagements and consulting in the digital space.