Social media archetypes
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Social media archetypes

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A short presentation about how to exploit social media tools in 2010? The presentation tries to categorize social media campaigns in different archetypes.

A short presentation about how to exploit social media tools in 2010? The presentation tries to categorize social media campaigns in different archetypes.

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Transcript

  • 1. A BRAVE NEW WORLD from online marketing perspective
  • 2.  
  • 3. WTF is social media??? THIS IS A BRAVE NEW WORLD WE LIVE IN... Link
  • 4. YEAH, AMAZING NUMBERS! IT’S A REAL REVOLUTION… LET’S DO IT!
  • 5. IT’S A MESS….WHERE SHOULD I START?
  • 6. ALWAYS WITH THE STRATEGY…
  • 7. Tool Output WHAT is the communication trying to persuade people to believe? The Objective HOW is this communicated? The Creative Mechanism What ? How ? ALWAYS KNOW WHAT YOU WOULD LIKE TO SAY AND DETERMINE HOW WOULD YOU LIKE TO DO THAT ?
  • 8. Tool Output WHAT is the communication trying to persuade people to believe? The Objective HOW is this communicated? The Creative Mechanism The seductive power of Axe… … is brought to life by women unable to control their passion when a man is wearing it. AXE IS A GOOD EXAMPLE…
  • 9. message THE SAME MESSAGE IS USED EVERYWHERE.
  • 10. 360 SOCIAL MEDIA SHOULD BE PART OF THE INTEGRATED 360 COMMUNICATION. online
  • 11. SM BUILDS IMAGE, GENERATES TRAFFIC AND HELPS SEO WEBSITE BANNER CAMPAIGNS DIGITAL PR SOCIAL MEDIA MARKETING TRAFFIC, IMAGE TRAFFIC, IMAGE TRAFFIC, IMAGE HELP SEO HELP SEO HELP SEO SEO TRAFFIC ANALYTICS, ONLINE PRESENCE MONITORING
  • 12.
    • IT’S THE STRATEGY THAT HELPS YOU
    • FIND CONSUMERS AND POTENTIAL CONSUMERS ONLINE
    • 2. LISTEN TO THEM
    • 3. GET IN TOUCH W THEM
    • AND FINALLY ENGAGE THEM
    WHAT IS SOCIAL MEDIA MARKETING?
  • 13. A toolbox you can use….
  • 14. Social Media Do’s and Don’ts
    • Do-s:
      • Be on every popular web 2.0 platform
      • Go where the users are, not ask users to come to you
      • Be integrated, be online with the same message on every platform
      • Offer Value (Content), Not Self-Promotion:
        • To gain an audience, talk about what you know, not what you sell.
      • Listen to the Audience.
        • Gather as much and as relavant infos as you can
      • Follow, Answer and “Retweet.”
        • Process the information and react immediately
    • Don’t-s:
      • Try to act as real user when you are a company
      • Try to lie to users
      • Spam ppl with content can’t be intresting for them
  • 15.  
  • 16. Role of Social Media in marketing campaigns 1.Spread the message: viral effect 2.Provide functionalities Social Media Drives traffic to microsites, articles, applications Social Media generates traffic itself on a fanpage or on an account 3. Gives platform for sharing: based on user generated content
  • 17. Role of Social Media: 1. Spread the message: viral effect Goldstar Beer: Park Fight Facebook App: Flash game 1 Go where users are: facebook and make an application. Promote Your application there. 2 Let users play with it 3 Let them share the points And wait for the viral effect Aim: engage users with the brand Tools: facebook app. User task: play with a Flash game. Motivation: to win over the women/men
  • 18. Role of Social Media: 1. Spread the message: viral effect Augmented Reality Microsite Youtube video 1 Go where users are: facebook And make an application. Promote Your application there, 2 Let users experience the 3D effect 3 Let users share it Aim: engage users w the brand Tools: facebook app. User task: try out the new tech. Motivation: experiencec
  • 19. Role of Social Media: 1. Spread the message: viral effect Lipton Chineese Viral greeting card (microsite) Youtube video 1 Go where users are: Chineese IM and SN And promote your microsite there 2 Engage them w smg relevant on the microsite Let them spread the message: go viral! 3 See the results: viral effect, digital PR 4 Aim: engage users w the brand Tools: social networks, IM User task: watch the video and forward it Motivation: gifting season
  • 20. Role of Social Media: 2.Provide functionalities 2.a: Like button outside FB: Levi’s Like button function Youtube video 1 Integrate Like button functionality On a webstore 2 Let them find their friends on the website 3 Bring them to a social network Aim: make online shopping more intresting Tools: facebook User task: like jeans and make a friends store Motivation:a personalized store (only my And my friends’ jeans are there)
  • 21. Role of Social Media: 2.Provide functionalities 2.b: status update function: Dymocs books Tweet A Review Campaign 1 Go where users are: facebook, twitter 2 Collect user base by motivating them 3 Build future activity on this user base Aim: build user base Tools: facebook, twitter User task: tweet in 140 characters about 101 best books reviews Motivation: win one of the books or all of them
  • 22. Role of Social Media: 2.Provide functionalities 2.c : delete your friend function: Whopper sacrifice 1 Go where users are: facebook, twitter 2 Give them an application which works differently 3 See the effects Youtube link Aim: to prove Americans love Whopper Tools: facebook User task: delete their fake friends Motivation: win one whopper
  • 23. Role of Social Media: 2.Provide functionalities 2.d: tagging functionalities: Ikea tagging campaign Youtube video 1 Go where users are: facebook 2 Use one of the functionalities As noone did before 3 See how users are Waiting for your next activities Aim: to introduce new products Tools: facebook User task: tag pictures Motivation: win one of the tagged furniture
  • 24. Role of Social Media: 3.Gives platforms for sharing uploading photos, videos,blog entries, design contest 1 Promote the campaign in several media 2 Make one platfrom site. F.ex: youtube channel 3 Have users vote for it 4 Have a jury vote for the TOP 10 5 Give a special relevant gift Aim: to engage users by Teaching the Fanta Dance Tools: youtube channel User task: upload video Motivation: win a video clip w SP Youtube video
  • 25. http://mashable.com/2009/06/03/dunkin-donuts-facebook-campaign/
  • 26. fin