Social Marketing Ground Rules


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Chris Tran, Digital Director shared his experience with Social Media @ the 1st Annual Vietnam Digital Marketing & Technology Conference 2010

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Social Marketing Ground Rules

  1. 1. Social Marketing Ground Rules<br />Chris Tran<br />Digital Director<br />New Media Edge<br />Ho Chi Minh City // December 9, 2010<br />
  2. 2. The Three Medias<br />Paid, Owned and Earned<br />
  3. 3. Long term Strategy<br /> acts as Owned Media and provides enough content to create sustained interest from consumers.<br />Use Paid Media to drive initial interest to Brand website.<br />Use Earned media to share their experiences and get new users over time.<br />
  4. 4. Digital Death<br />And three Social Marketing Basics<br />
  5. 5. Support the fight against HIV/AIDS<br />
  6. 6. Social Media is designed to connect<br />
  7. 7. Production Values<br />
  8. 8. Haiti<br />
  9. 9. Simplicity Wins<br />Social Media emphasizes the less is more approach. Twitter does, after all, limit people to 140 characters.<br />
  10. 10. Decembeard<br />
  11. 11. Digital Death Results<br />So frustrated with the time it was taking, just $450,000 raised in six days, they convinced Brooklyn-born billionaire pharmaceutical executive Stewart Rahr to donate $500,000 so they could resume their digital habits.<br />
  12. 12. Viral/social – The RULES<br />First a primer<br />
  13. 13. TV/Print are interruptive mediums<br />
  14. 14. You are forced to watch TVCs<br />
  15. 15. Digital is not interruptive.<br />
  16. 16. Digital is easily ignored.<br />
  17. 17. Must add value!<br />
  18. 18. But How to add value?<br />
  19. 19. Viral/social – The RULES<br />Things the people like to share<br />
  20. 20. Social Media Addiction?<br />
  21. 21. Laughter<br />
  22. 22. Inspiration<br />
  23. 23. Cuteness<br />
  24. 24. Originality<br />
  25. 25. Ghosts????<br />
  26. 26. User generated contests<br />
  27. 27. User Generated Contests<br />What works: Activity and participation around the brand.<br />If users get involved, they can win. And the voting structure generates even more activity. Washburn reports that SolidWorks’ “web traffic is up by a factor of four in comparison to previous campaigns.”<br />When this doesn’t work: Your brand doesn’t carry either the same kind of mass appeal as Doritos or the committed fandom of SolidWorks.<br />Branding consultant Lisa Merriam wrote a case study of a failed contest campaign by a company called Levia. It tried a campaign similar to Doritos, asking consumers to submit a video about the healing power of light.<br />Doritos is a mega-brand [with] millions and millions of passionate consumers. And Levia®? You probably never heard of it. Levia® is a device that uses light to treat psoriasis. The set of people who suffer from psoriasis and who have heard of Levia® and who have the technical know-how to produce video and who care enough to come up with winning concepts about light’s power to heal is an infinitesimally small set of people — certainly not a crowd.<br />
  28. 28. Making a consumer community<br />
  29. 29. Making a Consumer Community<br />Marketers have jumped on the relatively recent explosion of online communities. If customers have the ability to talk to one another, why not create an incentive and a space for them to talk about your brand?<br />What works: Campaigns that encourage community among their customer base can really help to build loyalty.<br />When this doesn’t work: When the campaigns are lazy.<br />It’s not fair to say that most company Facebook Pages don’t work, but often the conversations there offer a relatively low level of engagement. Contests, questions and announcements all encourage participation from the customer, but not necessarily participation with each other.<br />A lot of brands use Twitter contests in a similar way. A few years ago Squarespace, for instance, gave away an iPhone a day to anyone who mentioned Squarespace in a tweet. While this kind of activity can generate a lot of buzz, the actual customer engagement in the brand is low — the equivalent of dropping your business card in a fishbowl.<br />
  30. 30. Case Study<br />
  31. 31. Thank you<br />