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Harness The Power Of Social Marketing Harness The Power Of Social Marketing Presentation Transcript

  • Harness the Power of Social Marketing Shailesh Ghimire Director, Interactive Marketing Air Marketing (airmarketing.com/blog)
  • Our goal today
    • Integrating Social Media and Sales
      • Setting goals
      • Assesing return on effort
    • Overview of how consumers are using social media
    • Social technologies tour
    • Case studies
  • What is Social Media
    • Connections/communication forum
      • Consumer to consumer
      • Consumer to brand/company
    • Connections and relationships developed in a new medium
      • Blogs, social networks, photo/video sharing etc.
      • Conversations, seminars, broadcasts, entertainment, advertisement, work all rolled into one
  • Blogs White Label Social Networks Wiki’s eMails Social Networks
  •  
  •  
  • Integration
  • Social Media Integration
    • Assess needs and capabilities
      • People, technology
    • Define objectives and goals
      • Awareness, conversion
    • Develop and execute strategy
    • Measure results
  • Defining Objectives
    • Listen
      • Who is talking and what are they talking about
    • Speak
      • Join the conversation through:
        • Blogs, social networks, video/photo sharing, wiki’s etc.
    • Connect
      • Encourage target audience to join your conversation
        • Viral videos, interactive contests etc.
    • Invigorate
      • Converting existing customers into fans
  • Examples of Objectives
    • Integration into Sales:
      • Lead generation
      • Data collection
      • Sales support
      • After sales support
    • R&D (Real time focus group)
    • Drive SEO
  • What it takes to succeed
    • Commitment and perseverance
    • Sufficient resources
  • Consumers
  • How are consumers using social media
    • Post articles on blogs
    • Post comments, reviews, votes etc.
    • Read others opinions, thoughts
    • Watch user generated videos
    • Share bookmarks, news stories
  • What Consumers Do Online Source: Forrester Research
  • Social Media Penetration
  • Technologies Tour
  • Social Technologies
    • Blogs, Podcasts and vLogs
    • Social Networks/Virtual Worlds
    • Social Bookmarking Tools (Digg, StumbleUpon)
    • Collaboration Tools (Wikis, Google Docs)
    • Video / Photo Sharing
    • Micro blogging: Twitter (text), Seesmic (video)
  •  
  •  
  • Evaluating the Technology
    • Does it facilitate and improve greater and more varied communication
    • Ease of use
    • Allows interaction without your intervention
    • Sustainable user generated content creation
  • Case Studies
  • Case Studies
    • Full Social Engagement: H&R Block
    • Blogosphere: Stormhoek Winery (in South Africa)
    • Social Networking / Online Community Engagement: Adventa’s Ideablob.com
  • H&R Block’s Social Media Blitz
    • Comprehensive use of all formats:
      • Twitter: reputation management and customer out reach
      • MySpace/Facebook: platform for brand evangelist to discuss products
      • YouTube Video contest: “Me and my super cool tax refund”
      • Second Life: Created island and answered real life tax questions
      • Web Community : tax questions
  •  
  •  
  • The Result
    • A 171% lift in Internet ad awareness among the target audience
    • Overall brand awareness lift of 52%
    • H&R Block devoted about 0.5%* of its total marketing budget to the effort
    • Source: Ad Age Digital
  • Stormhoek
    • Winery in South Africa
      • UK, France and Ireland as its major export market
    • Deployed primarily a blogging strategy
    • Hired UK Blogger/Cartoonist Hugh Macleod
      • 10,000 visitors a day with approximately 2000 subscribers to his RSS feed
  •  
  • Why the blogging worked
    • Hugh blogged aggressively:
      • “ Geek Dinners” – off beat cartoons and wine
      • Sent 100 wine samples to bloggers in its target market
      • Asked them to write about it if they wanted
      • Dropped hints on his blog about the brand
    • Result of blogger outreach:
      • 75% of the bloggers who received free wine wrote posts about the brand
    • The Result:
      • In two years the winery went from selling 40,000 cases/year to 40,000 case/week *
    • *Source: MarketingWeb.Com (SA's Online Marketing Magazine)
  • Adventa’s Ideablob
    • Adventa is a credit card provider to small businesses
    • Primarly a social networking / community development strategy
    • Launched Ideablob.Com last September, where:
      • Entrepreneurs and small business owners submit new ideas
      • User community votes on the best idea
      • $10,000 grand prize offered to winning business idea
  • A Win Win Proposition
    • Participants motivated by:
      • $10 K prize money
      • Exposure to their idea
      • Feedback and support from others like them
    • Advanta benefits:
      • Support its target market grow their business
      • Creation of raving fans
      • Insight into customers (real time focus group)
  • Results
    • 30,000 visitors per month on website (Compete – May 2008)
    • Exposure on traditional media outlets:
      • Businessweek
      • Fox Business News
      • Entrepreneuar Magazine
  • Summary
    • What is Social Media
    • Integrating Social Media and Sales
      • Understanding capabilities and setting goals
    • Overview of how consumers are using social media
    • Social technologies tour
    • Case studies
  • AIR 2.0
    • AIR Blogging
      • AirMarketing.Com/Blog
    • AIR Social Network
      • AirMarketing.Ning.com
    • Facebook and Flickr
  • Next: Developing an Effective Social Media Strategy
  • The Social You
    • Understand how your customers are interacting with Social Media
      • Do your customers have blogs?
      • Do they read reviews from others?
      • How much do they participate in social networks
      • Which ones do they use?
    • Determine your abilities (in house or acquired)
    • Evaluate your commitment
    • Devise a unique strategy to meet clear marketing and sales objectives
  • Questions Shailesh Ghimire (480) 748-2694 [email_address] AirMarketing.Com/Blog