Hobnob v05
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Hobnob v05

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  • A different take on activating campaigns through social marketing
  • Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
  • Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
  • Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
  • Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
  • Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
  • Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
  • The communication landscape has shifted What was: one-way dialogue where marketers and brands talked, and hoped that consumers listened What is: two-way dialogue in which marketers and brands hope that consumers participate in the conversation Consumers now have a voice – they are now empowered to share, publish, sort, filter, pick, choose and create their own content Join the conversation by really listening to your customers, rather than just waiting for your turn to speakEXAMPLES: Wikipedia democratized the encyclopaedia replacing Encarta YouTube democratized digital video content replacing iFilm EBay has democratized shopping Blogger has democratized news
  • Monologue vs. Dialogue Listening (bad with good) to your consumer and reacting with relevant content Turning advertising into a service, not just advertising
  • THE MIDDLE – TRADITIONAL MARKETING: companies push content out to consumersTHE 1ST SOCIAL RING – SEEK AND FIND: the basics; laying the foundation that allows users to find your brand in their information gathering processTHE 2nd SOCIAL RING – SPREAD THE WORD: Target the advocates; arm them with the tools required to talk about your brand and expect them to offer opinions about your brand, and to disseminate it on Digg, deli.cio.us, etc.THE 3rd SOCIAL RING – ENGAGEMENT: Mass uptake; this is where your audience spends a lot of time with the brand. They invite you into their world, and start to explore and engage with the brand, so make sure you’re offering valuable content in the places we know they’re bound to hang out. Meet and play with them on Facebook, MySpace, YouTube, MSN, eBay, etc.AMIN/LIN ADD IN REAL LIFE EXAMPLES
  • The new campaign lifecycle is organic Campaigns should not be defined by a period of time
  • Let the lifecycle run its course (your customers will determine how long your campaign lives) It grows, lives and eventually dies based on a natural progression Participate in this conversation for the entire lifecycle Gone is the day of launching a campaign and walk away Move towards ownable marketing platforms that have staying power
  • A function of passion, not position Save traditional $$ by creating campaigns people want to spend time with and share with others Help your content travel The new WOM
  • Everything still starts with the big ideaThe big idea just needs to work across multiple platformsActively listen Join and lead the conversation Become a topic of conversation Let go of control Create many conversations
  • Hobnob is our new social marketing group – a new division of OneMethod We have enlisted a roster of digital socialites and content junkies The sole purpose of this new group is to take word-of-mouth marketing to a new level
  • Today’s tools of the trade may not be here tomorrow Part of our job is to keep on top what’s happening in this space Based on that, we will be constantly reworking our tool kit
  • If your contribution the to community is content, then it must be of high quality, and be available when the audience is reaching for it, in the right format If done right, you will not be the only one distributing it Make your audience your agent
  • An effective brand behaves like a fully-formed member of the community. It lives and breathes in the same place as its audience. A brand’s contribution to the community is content. It must be relevant and it must be distributed to in an efficiency way.A humanized brand is not meant to be perfection. It doesn’t have all the answers. It takes risks and makes mistakes. It approaches “life” with candour and honesty.

Hobnob v05 Hobnob v05 Presentation Transcript

  • Social activation
    Joining the conversation that your customers are already having about you
  • http://www.brandtags.net
  • WELCOME TO THE NEIGHBORHOOD
    THE EFFECTIVE BRAND ACTS AS FULLY INTEGRATED MEMBER OF ITS COMMUNITY
    IT LIVES AND BREATHES IN THE SAME PLACE AS ITS AUDIENCE
  • 96%
    OF GENERATION Y HAVE JOINED A SOCIAL NETWORK
    GENERATION Y: BORN BETWEEN MID 1970S – EARLY 1990S (MILLENNIALS, GENERATION NEXT, OR THE BOOM ECHO)
  • 93%
    OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A SOCIAL MEDIA PRESENCE
  • 78%
    OF CONSUMERSTRUST PEER RECOMMENDATIONS (ONLY 14% TRUST ADS)
  • 34%
    OF BLOGGERS POST OPINIONS ABOUT PRODUCTS & BRANDS
  • 2ND LARGEST SEARCH ENGINE IN THE WORLD
     
  • 1382%
    MONTHLY GROWTH RATE OF TWITTER USERS FROM JAN TO FEB 2009
    (80% OF USAGE IS ON MOBILE DEVICES)
     
  • Digital democracy
    Engagement replaces interruption
  • LEVEL OF
    ENGAGEMENT
    SOCIAL TOOLS
    APPLICATIONS
    ONTENT SEEDING
    WIDGETS
    BLOGS
    FEEDS
    WOM
    SEO
    TAGGING
    KEYWORDS
    MASS MEDIA
    WEB/MICROSITES
    BANNERS ADS
    PUBLIC RELATIONS
    LEVEL OF
    CONSUMER
    CONTROL
    SEEK &
    FIND
    SHARE &
    DISCUSS
    ENGAGEMENT &
    PARTICIPATION
    MASS ACTIVATION
    SOCIAL ACTIVATION
  • 100% ORGANIC
    THE NEW CAMPAIGN LIFECYCLE
  • MARKETING SPEND
    $
    $$$$
    $$
    SOCIAL ACTIVATION
    CAMPAIGN DEACTIVATION
    MASS MEDIA ACTIVATION
    WEBSITES
    BLOGOSPHERE
    ONLINE PR
    EDITORIAL SITES
    CONTEXT SITES
    CONTENT SITES
    BLOGOSPHERE
    ONLINE PR
    SOCIAL NETS
    SOCIAL TOOLS
    KEYWORDS
    EDITORIAL SITES
    CONTEXT SITES
    CONTENT SITES
    MASS MEDIA
    SOCIAL NETS
    SOCIAL TOOLS
    KEYWORDS
    EDITORIAL SITES
    CONTEXT SITES
    CONTENT SITES
    SOCIAL NETS
    SOCIAL TOOLS
    KEYWORDS
    CONTEXT SITES
    CONTENT SITES
    SOCIAL NETS
    SOCIAL TOOLS
    CRM
    SOCIAL NETS
    LAUNCH
    ASSIMILATION
    GROWTH
    CULTIVATION
    MANAGE
    RAMP DOWN
    CLOSE
    ACTIVITY
    TIME
  • Feed the enablers
    People influence people
  • THE TIPPING POINT
    IF YOU MANAGE TO REACH THE RIGHT INFLUENTIAL PEOPLE WITHIN A COMMUNITY, THESE FEW WILL INFLUENCE THE MASSES, AND THE TIPPING POINT WILL BE REACHED
    Malcolm Gladwell
    Authorof The Tipping Point
  • PHASE
    LAUNCH
    ASSIMILATION
    GROWTH
    CULTIVATION
    USER
    ACTIVITY
    DISTRIBUTION
    ACTIVITY
    TARGET
    HYPER
    INFLUENCERS
    HIGH
    INFLUENCERS
    THE
    INFLUENCED
    THE
    FOLLOWERS
  • DIGITAL BRANDACTIVATION
    CREATE IT. ACTIVATE IT. MEASURE IT.
  • WHAT WE BRING TO THE TABLE
    ALLOW US TO REINTRODUCE OURSELVES
  • Introducing...
    A GROUP OF DIGITAL SOCIALITES
    WITHIN THE ONEMETHOD NETWORK
  • SOCIAL
    TOOLKIT
  • HIGHLIGHTS OF THE SHOW
    A COUPLE OF THINGS TO REMEMBER
  • THE CAMPAIGN LIFECYCLE IS ORGANIC – CONSUMERS WILL DECIDE HOW LONG YOUR CAMPAIGN LIVES ON FOR
    SEIZE OPPORTUNITY TO TEST AND LEARN WITHIN CAMPAIGNS
    BUILD CONTENT TO BE PORTABLE AND SHAREABLE – ALLOW IT TO TRAVEL
  • YOU START THE STORY...
    WE’LL SPREAD THE WORD...
    YOUR CUSTOMERS WILL FINISHIT.