So you want to do social media marketing?

Social media marketing It’s not a new way to broadcast information about your company If people want to hear you talk about yourself, they can go to your website Develop a content strategy that can be executed through dialogue

It’s not a new way to broadcast information about your company

If people want to hear you talk about yourself, they can go to your website

Develop a content strategy that can be executed through dialogue

Social Media is about: Listening Getting tuned into your customers needs has never been easier Demonstrate your value Do not ask what your customer can do for you Living up to your brand promise “ We never stop working for you” Really?

Listening

Getting tuned into your customers needs has never been easier

Demonstrate your value

Do not ask what your customer can do for you

Living up to your brand promise

“ We never stop working for you” Really?

How to get started Set desired goals for social media Align approaches with objectives Select appropriate technologies last

Set desired goals for social media

Align approaches with objectives

Select appropriate technologies last

Technologies and platforms One-size-fits all channels Blogs Social networks YouTube Twitter Wikis Custom Social Software Facebook apps MySpace apps Widgets Standalone social sites/apps

One-size-fits all channels

Blogs

Social networks

YouTube

Twitter

Wikis

Custom Social Software

Facebook apps

MySpace apps

Widgets

Standalone social sites/apps

What is Social Software? Software in which the value to a user is derived through the engagement of others

Software in which the value to a user is derived through the engagement of others

Examples of Social Software Type Connecting with strangers Connecting with friends friends/acquaintances/colleagues Collective insights (Crowdsourcing) Community broadcasting Example Ning group for "mothers of children with autism" Classmates.com, Facebook, LinkedIn. MySpace mystarbucksidea.com, idea storm (DELL), digg YouTube, twitter, Flickr, Slideshare, blogs

Type

Connecting with strangers

Connecting with friends friends/acquaintances/colleagues

Collective insights (Crowdsourcing)

Community broadcasting

Example

Ning group for "mothers of children with autism"

Classmates.com, Facebook, LinkedIn. MySpace

mystarbucksidea.com, idea storm (DELL), digg

YouTube, twitter, Flickr, Slideshare, blogs

There is no lack of additional examples…

Apps on Social Networks Facebook is king of apps >660,000 developers/50,000 apps > 5,000 apps have > 10,000 active users >2/3 of of Facebook users have installed apps … as of May 2009

Facebook is king of apps

>660,000 developers/50,000 apps

> 5,000 apps have > 10,000 active users

>2/3 of of Facebook users have installed apps

… as of May 2009

Social Network App Categories Content/Discovery Quiz Games Gifts Self expression Networking Charity

Content/Discovery

Quiz

Games

Gifts

Self expression

Networking

Charity

Branded Social Apps Brands are shifting online budgets toward apps Replacements for ads Replacements for micro-sites Products/product extensions Many brands/agencies miss the boat Trad. three-month planning windows is too slow “ Set & forget” mentality renders apps stale “ Campaign” thinking kills long term potential Rethinking the role of apps It’s the new CRM It’s the new market research It’s the new product development

Brands are shifting online budgets toward apps

Replacements for ads

Replacements for micro-sites

Products/product extensions

Many brands/agencies miss the boat

Trad. three-month planning windows is too slow

“ Set & forget” mentality renders apps stale

“ Campaign” thinking kills long term potential

Rethinking the role of apps

It’s the new CRM

It’s the new market research

It’s the new product development

Why Social Network Apps Access to users: Allow unique experiences that leverage a user's social graph Control: Provide a platform where the brand customize the experience, control the engagement and measure it's impact Propagation : Get 'free' viral distribution

Access to users: Allow unique experiences that leverage a user's social graph

Control: Provide a platform where the brand customize the experience, control the engagement and measure it's impact

Propagation : Get 'free' viral distribution

Building Successful Facebook Apps* Clarify your Strategy Understand the Engagement Model Master the Technology Know Yourself *These rules applies to most social app development

Clarify your Strategy

Understand the Engagement Model

Master the Technology

Know Yourself

1 - Clarify your Strategy How do you quantify success? What kind of engagement are enabling? Entertainment or utility? A dialogue with your customers? Connecting customers with each other? What happens after launch? How will you ignite the dialogue? How will you keep your influencers engaged? How will you monitor chatter? How are you going to engage/respond to the user activity?

How do you quantify success?

What kind of engagement are enabling?

Entertainment or utility?

A dialogue with your customers?

Connecting customers with each other?

What happens after launch?

How will you ignite the dialogue?

How will you keep your influencers engaged?

How will you monitor chatter?

How are you going to engage/respond to the user activity?

2 - The Engagement Model Bragging My activities My friends My content Flow Each engagement is enjoyable increasingly more involving and exponentially more rewarding Stalking Friends Companies Topics Content

Bragging

My activities

My friends

My content

Flow

Each engagement is

enjoyable

increasingly more involving

and exponentially more rewarding

Stalking

Friends

Companies

Topics

3 – Master the Technology Accept you’re building your house on sand APIs change overnight You’re constantly iterating Facebook is not an island Data flows both into and out from Facebook Are you ready for failure? Put measurements in place to understand how and when to iterate Are you ready for success? Can you scale quickly enough to handle success?

Accept you’re building your house on sand

APIs change overnight

You’re constantly iterating

Facebook is not an island

Data flows both into and out from Facebook

Are you ready for failure?

Put measurements in place to understand how and when to iterate

Are you ready for success?

Can you scale quickly enough to handle success?

4 – Know Yourself What is your brand promise? How can you demonstrate the value of your brand? What is your social value? How can your brand enrich customers lives Are you willing to listen? How will you react to feedback and criticism?

What is your brand promise?

How can you demonstrate the value of your brand?

What is your social value?

How can your brand enrich customers lives

Are you willing to listen?

How will you react to feedback and criticism?

Apps built by Social Intent

Next Frontier: Distributed Social Networks Facebook and other social networks will be focusing more on embedding themselves into 3rd party sites Facebook Connect allows 3rd party sites to allow users to log-in with their Facebook ID and access Facebook functionality, apps and social graph More than 8,000 websites have implemented Facebook Connect since its general availability in December 2008

Facebook and other social networks will be focusing more on embedding themselves into 3rd party sites

Facebook Connect allows 3rd party sites to allow users to log-in with their Facebook ID and access Facebook functionality, apps and social graph

More than 8,000 websites have implemented Facebook Connect since its general availability in December 2008

Organizational Challenges What distinguishes social media tools from previous technologies such as CRM, is the high degree of participation they require to be effective. While often challenging to an organization’s culture, they are not technically complex to implement. - 2009 McKinsey

What distinguishes social media tools from previous technologies such as CRM, is the high degree of participation they require to be effective.

While often challenging to an organization’s culture, they are not technically complex to implement.

- 2009 McKinsey

Social Intent Vidar Brekke, CEO www.socialintent.com [email_address] Linkedin.com/in/vidarbrekke Twitter: @social_vidar

Vidar Brekke, CEO

www.socialintent.com

[email_address]

Linkedin.com/in/vidarbrekke

Twitter: @social_vidar