Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Introduction to Social Media Online Marketer Bootcamp Aug 2011

634 views

Published on

An introduction to social media, just in case you've been living in a cave for the last few years. Key implications for marketers, basic social media strategy, who owns your brand.

Published in: Business, Technology
  • Be the first to like this

Introduction to Social Media Online Marketer Bootcamp Aug 2011

  1. 1. 08/19/11 Introduction to Social Media Online Marketing Boot Camp August 2011
  2. 2. <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>Myspace </li></ul><ul><li>GeoSocial </li></ul><ul><li>Video </li></ul><ul><li>Blogs </li></ul>What is social media?
  3. 3. 10,436,860 1.9 million UAVs / mo  150,000 UAV / month 9.8 million UAVs / month Australian social media use – mid 2011 4.6 UAVs / month … ?
  4. 4. <ul><li>CONVERSATION IS KING. </li></ul><ul><li>(Content is just something to talk about…) </li></ul>20% OF CONTENT IS UGC (USER GENERATED CONTENT) 100% IS USC (USER SHARED CONTENT)
  5. 5. Title and Content Layout 19/08/11
  6. 6. THE RISE (AND RISE) OF THE SUPER EMPOWERED HYPER-CONNECTED CONSUMER <ul><li>Two way communication </li></ul><ul><li>Engagement not advertising </li></ul><ul><li>Brand personalisation </li></ul><ul><li>Build advocacy </li></ul>
  7. 7. PRIVACY IS OBSOLETE <ul><li>Transparency </li></ul><ul><li>No separation of public, private or professional identity </li></ul><ul><li>Everyone is connected to everyone, everywhere, all the time </li></ul>
  8. 8. “ MARKETS ARE CONVERSATIONS” <ul><li>“ Consumers” are no longer isolated, they converse about you and your products en masse online </li></ul><ul><li>These conversations can be positive or negative and there is nothing you can do to prevent them </li></ul><ul><li>The people will get their information about products and services from each other, not your marketing materials </li></ul><ul><li>People speak human to each other, you speak corporate to them. Learn to speak human (again) or become irrelevant, fast </li></ul><ul><li>It is not just your marketing department who is providing the voice and eyes and ears to your organisation, it is everyone who works for you. Let them interact with people </li></ul><ul><li>The Cluetrain Manifesto, 1999. </li></ul>
  9. 9. SOCIAL MEDIA STRATEGY IN THREE STEPS
  10. 10. SCIENCE FICTION IN 2002 MINORITY REPORT
  11. 11. MANAGING A GLOBAL BRAND IN 2011 THE GATORADE SOCIAL MEDIA COMMAND CENTRE
  12. 12. LISTEN: SOCIAL WEB MONITORING
  13. 13. ENGAGE: LET THE DATA DRIVE <ul><li>Develop insights from the data </li></ul><ul><li>Sort mentions thematically </li></ul><ul><li>Identify complaints, issues, common misconceptions </li></ul><ul><li>Allow data to inform and shape response </li></ul><ul><li>The issues will inform who should, and how to engage </li></ul>
  14. 14. SOCIAL MEDIA ACROSS THE CUSTOMER JOURNEY Jeremiah Owyang and Ray Wang from Altimeter Group
  15. 15. WHEN THINGS GO WRONG…
  16. 16. ENGAGEMENT: HOW TO’S <ul><li>Respo nd in the same medium </li></ul><ul><li>Be human! Use language that fits the space </li></ul><ul><li>Add value to the conversation </li></ul><ul><li>Ask questions </li></ul><ul><li>Respond promptly </li></ul><ul><li>Deliver customer commitment, not campaigns </li></ul>
  17. 17. WHO OWNS YOUR BRAND?
  18. 18. UNDERSTANDING INFLUENCE <ul><li>It’s not the loudest voices, but the most relevant </li></ul><ul><li>Build advocacy </li></ul><ul><li>Social currency </li></ul><ul><li>Create shareable, useful content </li></ul><ul><li>shareable objects – create talkability </li></ul><ul><li>Brand ecosystem </li></ul>
  19. 19. <ul><li>track, </li></ul><ul><li>measure, </li></ul><ul><li>iterate, improve </li></ul><ul><li>rinse and repeat… </li></ul>
  20. 20. Thank you. Questions? Carry on the conversation… @acatinatree [email_address] www.mindshareworld.com

×