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Social media marketing refers to the process of gaining website traffic or attention through social media sites. ...

Social media marketing refers to the process of gaining website traffic or attention through social media sites.

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.[citation needed] Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.

Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement market Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, people can interact with the product or company. That interaction feels personal to users because of their previous experiences with social networking site interactions.

Social networking sites and blogs allow individual followers to “retweet” or “repost” comments made by the product being promoted. By repeating the message, all of the users’ connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company.

Through social networking sites, products/companies can have conversations and interactions with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.

Social networking sites also include vast amount of information about what products and services prospective clients might be interested in. Through the use of new Semantic Analysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online. Understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns.

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New Ways of Marketing New Ways of Marketing Presentation Transcript

  • New Ways of Marketing Wali Memon1 Wali Memon
  • 2 Wali Memon
  • What is social media? A different way to socialize using the web3 Wali Memon
  • What are social networks? A website with a database4 Wali Memon
  • What is social media and Web 2.0? Harnessing collective intelligence Trusting consumers as co-developers Engaging consumer experiences Participation Trust economy Word of mouse5 Wali Memon
  • The old vs. the new Web 1.0 Web 2.0Eyeballs HandsBritannica online WikipediaPersonal websites BloggingCMS WikisDirectories TaggingStickiness SyndicationInstant messenger TwitterConferences Unconferences 6 Wali Memon
  • Harnessing collective intelligence7 Wali Memon
  • Trusting consumers as co-developers8 Wali Memon
  • Engaging consumer experiencesCommunity users remain customers 50% longer, spend 54% more thannon-community users and visit 9 times more than non-community users9 Wali Memon
  • Participation Participation is key 1) Advertise 2) Create elements in online space 3) Create own platform or environment in online space10 Wali Memon
  • Trust Economy11 Wali Memon
  • 12 Wali Memon
  • Word of Mouse13 Wali Memon
  • Keys to success in webspace Be creative Be honest Be unique Be aware of who your audience is Update frequently Be transparent14 Wali Memon
  • You have to be real to succeed! 15 Wali Memon
  • The Web is changing how we do business Trust economy Gift economy16 Wali Memon
  • Social media is driven by the consumer not driven by business and is currently experiencing growth17 Wali Memon
  • The Social Networking has grown 12.7% from November 2006 to April 2007.In Canada from April 2006 to April 2007 Facebook grew 2424% YOUTUBE grew 616% MySpace grew 135% 18 Wali Memon
  • 70% of Americans aged 15-35 use Social Networks19 Wali Memon Fox Interactive Networks
  • Half of YouTube’s audience is over 34 MarketingVox 20 Wali Memon
  • 17% of Sony PlayStation owners inAmerica are aged 50+ The Observer 21 Wali Memon
  • Craig Newmark has said that this is a time of ‘creative destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’. He went on to say that it isn’t journalism that is becoming obsolete; rather the delivery methods are changing. ‘Even the kids realize news is important. TheCraig Newmark, owner andinventor of Craigslist problem is that paper is too expensive’. 22 Wali Memon
  • How to create a Web 2.0 strategy23 Wali Memon
  • Internal Conversations 24 Wali Memon
  • One-to-one conversations 25 Wali Memon
  • One-to-many26 Wali Memon
  • KNOW CONTROL vs. NO CONTROL You have to KNOW your audience so that you don’t have a NO control situation.27 Wali Memon
  • NO control http://www.youtube.com/watch?v=t8XxcOj3Seo28 Wali Memon
  • KNOW control29 Wali Memon
  • The Streisand effect A term used to describe a phenomenon on the Internet when there is an attempt to remove/censor something backfires and the information ends up receiving more attention.30 Wali Memon
  • 09-f9-11-02-9d-74-e3- 5b-d8-41-56-c5-63-56-31 88-c0 Wali Memon
  • What this means …. Companies can no longer control the message but they can manage the results if they are aware of which channels of communication their audience is using.32 Wali Memon
  • Examples of Social Media RSS feeds UGC (user generated content) Social networks Blogging Podcasts33 Wali Memon
  • RSS Feeds http://www.youtube.com/watch?v=0klgLsSxGsU34 Wali Memon
  • UGC (user generated content) UGC is now the brand Consumers now create and change the brand (you no longer own your brand) (youtube) Consumers market the brand It’s not “with” your brand, it’s “in” your brand35 Wali Memon
  • Social Networks36 http://www.youtube.com/watch?v=6a_KF7TYKVc Wali Memon
  • Blogging An online journal, a way to tell a story 102 Million blogs, 120,000 blogs started each day It is not reporting – nor do people expect it to be37 Wali Memon
  • “Newspapers increasinglyreference Bloggers as sources instories. In just 2 ½ years this hasgrown from almost nothing to asignificant input to media”38 Wali Memon Factivia
  • Blog Demographics 42% of all Canadians have read a blog Blog use in Canada is most popular among those: With household incomes of $60,000 or more (44%) Men (48% vs. 35% among women) Younger adults aged 18-34 (50%) Those with post-secondary education39 Wali Memon Ipsos-Red, June 2005
  • Blogs need to be frequent. Web 2.0 has created a low attention span. A blog should be posted a MAXIMUM of 3-4 days apart.40 Wali Memon
  • Podcast http://www.youtube.com/watch?v=OEmss2lg-ug41 Wali Memon
  • Tools of the trade Google Reader Google News alert Technorati Google Tagging Del.icio.us Facebook iTunes YouTube42 Wali Memon
  • Google Reader http://www.google.com/reader/view/#overview-page Another option: http://www.google.ca/ig?hl=en43 Wali Memon
  • Google News Alerts http://www.google.com/alerts?hl=en&t=144 Wali Memon
  • Technorati RSS Add popular, relevant blogroll (a blogroll is a listing of websites that often appear as links on web logs). http://technorati.com/people/technorat i/CanadianWildlifeFed45 Wali Memon
  • Google Search engine Determine how well your site is doing46 Wali Memon
  • Tagging The assigning of keywords to online content to help users search that content more effectively.47 Wali Memon
  • Del.icio.us Social book marking which uses tags http://del.icio.us/TobiMichelle48 Wali Memon
  • Facebook Virtual read News feed Over 41 Million Canadians have visited Facebook.49 Wali Memon
  • iTunes iTunes is a media player used for transferring music, photos and videos50 Wali Memon
  • YouTube YouTube is a popular free video sharing website which lets users upload, view, and share video clips. ... 51 Wali Memon Tobi – http://youtube.com/profile?user=TobiMichelleM
  • Old media doesn’t die, it just evolves52 Wali Memon