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Social Media Marketing - Ellen Cowan


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Social media marketing and business development by Ellen Cowan, business development consultant to LinkedIn.

Published in: Business, Technology
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Social Media Marketing - Ellen Cowan

  1. 1. Social Media & Social Networks
  2. 2. “ People are the new killer ap…” Consider strategies now. Wikis Videos Photos Blogs ChatForums Podcasts Facebook MySpace LinkedIn
  3. 3. The Audience: Gen Y has the most appetite. 97% own computer, 44% read blogs, 75% on Facebook, 60% have iPod* device Boomers (45+) have the stronger networks and leverage the technology most! Facebook has 60+ M (40% age 35-50); LinkedIn 20+ M (average age 41); MySpace 100+ M; Bebo 122+ M; Orkut 67+M…
  4. 4. Social Media <ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Wikis </li></ul><ul><li>Chat </li></ul><ul><li>Aps </li></ul><ul><li>Digg </li></ul><ul><li>Delicious </li></ul><ul><li>Technorati </li></ul>You Tube Flickr Twitter iTunes Wikipedia LinkedIn Facebook MySpace Hi5 Bebo Orkut Friendster
  5. 5. Groundswell Groundswell: Winning in a World Transformed by Social Technologies (Charlene Li & Josh Bernoff, Forrester) Groundswell: a social trend in which people use technologies to get what they need from each other, rather than from traditional methods or institutions. Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They're defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon -- the groundswell -- that has created a permanent shift in the way the world works. Most companies see it as a threat. You can see it as an opportunity.
  6. 6. Viral Videos <ul><li>Bad Videos vs. Good Videos </li></ul><ul><li>&quot;I was inspired while watching VH1's Pop-Up Video and MTV's Cribs. Combining these two formats -- showing a cool house and having info pop up -- seemed like it would be a very efficient and fun way of seeing a property before having to actually leave your house… </li></ul><ul><li>The video helped me rent one of the places in less than a week after listing it,… The guy called me on the phone and told me he would bring me a check for the deposit ASAP after seeing the video.” </li></ul><ul><li>Viral Video (Contagious Marketing) </li></ul>
  7. 7. Podcasts / Blogs
  8. 8. Leading Social Networks <ul><li>LinkedIn (211): 20M+ US, UK, India, China </li></ul><ul><li>Facebook (6): 60M+ Worldwide </li></ul><ul><li>MySpace (5): 100M+ Worldwide </li></ul><ul><li>Bebo: 122M+ US, UK/Ireland, N. Zealand </li></ul><ul><li>Hi5 (8): 70M+ Latin America, Asia </li></ul><ul><li>Orkut (10): 67M+ Brazil, India, US </li></ul>
  9. 9. All About Search SEO: organic ; SEM: paid ; SMO: viral results Google is no longer only a search engine- it is a reputation tracker!
  10. 10. Social on Facebook
  11. 11. Facebook Marketing
  12. 12. Social on MySpace
  13. 13. MySpace Marketing
  14. 14. MySpace Marketing (cont.) <ul><li>Use bulletin feature to send messages to your friends (beware spam). </li></ul><ul><li>Post bulletins to your MySpace blog. </li></ul><ul><li>Post one single video on your profile that is entertainingly relevant to your product. When you change your video, make sure to post a bulletin. </li></ul><ul><li>Respond to the messages that your friends send you back. </li></ul><ul><li>Consider a viral video- the “Groups” section reveals what niches are hot. </li></ul><ul><li>Beware: they will delete your profile if it is used for promotion. Unless you pay for advertising first. Check out caters to businesses and provides a platform to advertise and market for free. </li></ul><ul><li>Case study: RollerWarehouse </li></ul>
  15. 15. Professional on LinkedIn
  16. 16. LinkedIn Marketing
  17. 17. Other advice… <ul><li>Facebook or LinkedIn Groups- advertising opportunities. </li></ul><ul><li>Facebook social ads- cost-per-click (CPC) basis targeting folks by status or geo-targeting by city and other relevant profile terms if needed. </li></ul><ul><li>Google social networks, blogs, forums, wikis, other types of online communities- see what is being talked about. Geographic targeting. </li></ul><ul><li>Offer free valuable advice and/or online services. </li></ul><ul><li>Post a survey in exchange for a free report or access to the survey results. Respondents are potential customers now or in the future. </li></ul>
  18. 18. Applications <ul><li>Leverage open platform of Facebook, Bebo, Myspace, etc. to deploy an ap.- phenomenally effective for internet marketing. </li></ul><ul><li>Create applications (or groups of applications) that allow the users to interact with each other, leveraging the social network's user base virally. </li></ul><ul><li>If it is a catchy concept that the users enjoy/find relevant, they will push it to the people that they know and thus market the concept for you. </li></ul><ul><li>Consider purchasing marketing through various publishers to push the application further into the network... </li></ul><ul><li>For examples or further ideas, ping: </li></ul>
  19. 19. Q & A? Thank you!