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Social Network Marketing



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Social Network Marketing

  1. 1. Social Network Marketing<br />Or… <br />You “are” smarter than a third grader.<br />
  2. 2. Social Network Marketing<br />Sales – Give a man a fish<br />
  3. 3. Social Network Marketing<br />Marketing – Teach a man to fish<br />
  4. 4. Social Network Marketing<br />Social Media Marketing – Give a man a bass boat, 12 rods and reels, a case a beer and free weekend. <br />
  5. 5. Twitter, Poke, Nudge, Huh?<br />
  6. 6. Social Networking<br />Defined.<br />
  7. 7. Social Networks<br />Any Online Community<br />
  8. 8. Social Networks<br />Nothing new<br />
  9. 9.
  10. 10. Social Networks<br />Just a different speed,<br />level of complexity<br />
  11. 11. What is a Social Network?<br />An online meeting place for consumers and influencers <br />to create, <br />share and <br />interact with <br />content.<br />
  12. 12. What is a Social Network?<br />CGM – Consumer Generated Media<br />SMM – Social Media Marketing<br />WOM – Word of Mouth<br />Viral Marketing<br />Buzz Marketing<br />
  13. 13. Why Social Networks Matter<br />47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available;<br />45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products;<br />22% said they would read or write a product review on a blog. <br />--BrandWeek<br />
  14. 14. Why Social Networks Matter<br />CGM -<br />Consumer<br />Generated<br />Media<br />
  15. 15. Social Networks<br />
  16. 16. Social Networks<br />Why participate?<br />
  17. 17. Social Networks<br />&quot;Five of the top 10 sites are social media. You need to go where the people are.“<br />- Rob Key, CEO of Converseon, a social media marketing agency, SES San Jose 2008<br />
  18. 18. Social Networks<br />You can’t afford not to.<br />
  19. 19. Social Networks<br />
  20. 20. Why Social Networks Matter<br />The most visited sites on the Internet:<br />#3 MySpace<br />#4 YouTube <br />#5 Facebook<br />#7 Wikipedia<br />#11<br />#12 Craigs List<br />#15 Photobucket<br />#20 Flickr<br />Alexa, May 2008<br />
  21. 21. Social Networks<br />It’s (relatively) cheap.<br />
  22. 22. Social Networks<br />It’s great for building loyalty<br />and connection to consumers.<br />
  23. 23. Social Networks<br />Why bypass SN?<br />-the pitfalls<br />
  24. 24. Social Networks<br />There are too many choices.<br />
  25. 25. Social Networks<br />You’re a needle in a haystack.<br />
  26. 26. Social Networks<br />You have a substantial problem<br />with long-term commitment.<br />
  27. 27. Social Networks<br />You’re a real square daddy-O.<br />
  28. 28. Social Networks<br />How to get started?<br />
  29. 29. Social Networks<br />Do’s and Don’ts<br />
  30. 30. Social Networks<br />Don&apos;t jump in with both feet and begin posting content. <br />Don&apos;t have a &quot;self promotion&quot; agenda.<br />Don&apos;t submit press releases. <br />Don&apos;t &quot;check your brain at the door&quot; before submitting content.<br />
  31. 31. Social Networks<br />Don&apos;t be greedy with your votes and comments. <br />Don&apos;t submit items and run (drive-by submission). <br />Don&apos;t just vote on items submitted by your mutual friends. <br />Don&apos;t share or send shouts for every item you submit. <br />
  32. 32. Social Networks<br />Do submit original or very interesting content.<br />Do be friendly and cordial with other members. Remember - it is a &quot;social&quot; site.<br />Do participate (a lot). <br />Do be positive. <br />
  33. 33. Social Networks<br />Do add friends to your profile. <br />Do vote and comment more than you submit. <br />Do explore the whole site.<br />Do try to be open-minded of other&apos;s criticism when they comment on your items. <br />
  34. 34. Facebook<br />Microsoft paid $240 million for a 1.6% stake in facebook<br />Facebook is the 5th most popular site on the Internet<br />70 million active users<br />40 billion page views per month<br />
  35. 35. Facebook<br />Facebook applications are hot VC property<br />Facebook current valuation? <br />Current revenue?<br />
  36. 36. Facebook<br />
  37. 37. Facebook<br />
  38. 38. Facebook<br />
  39. 39. How can I use facebook?<br />To listen! Your competitors, vendors, customers and prospects are talking about you, right now.<br />To build a presence<br />To enhance search engine ranking<br />To communicate (but not to sell!)<br />Start connecting with friends, classmates, neighbors, clients, relatives…<br />
  40. 40. Twitter<br />What are you doing right now?<br />Web, IM, Phone <br />Real time interaction in one sentence<br />
  41. 41. Twitter<br />
  42. 42. Twitter<br />One million users<br />Traffic increased 800% in one year!<br />Twitter accounts have monetary value<br />
  43. 43. Twitter<br />
  44. 44. Twitter<br />
  45. 45. How can I use Twitter?<br />To listen! Consumers and the media are talking about you in real time, openly and honestly<br />To learn about the competition<br />To communicate (but not to sell)<br />Build your profile and start connecting<br />
  46. 46. Second Life<br />
  47. 47. Second Life<br /><ul><li>Participants, socialize, spend money and sue each other
  48. 48. With over 13 million registered users, on an average, $1 million is spent each day buying food, clothes, shelter and other virtual products
  49. 49. 38,000 members online at any one moment</li></li></ul><li>Second Life<br />The Second Life realtor who made more than $1 million real dollars selling real estate<br />The Second Life shoe store owner whose real job is selling virtual shoes<br />Dell & Sun hold press conferences on Second Life<br />
  50. 50. Second Life<br />Coke sells Coke in Second Life<br />HR Block does taxes<br />The National Council offer mental health awareness<br />CNN has a SL new bureau<br />A real court case over a virtual crime<br />
  51. 51. Second Life<br />The FBI gambling investigation<br />IBM’s company meetings<br />The Jesuit Order is encouraging priests and followers to join Second Life<br />And thousands of small businesses are active!<br />
  52. 52. How can I use Second Life <br />It is okay to sell here!<br />Build your business, market your business<br />Become a media darling<br />
  53. 53. YouTube<br />Total videos uploaded as of March 17th 2008: 78.3 Million<br />Videos uploaded per day: over 150,000<br />64 million monthly unique visitors<br />Nearly perfect representation of Internet users<br />
  54. 54. YouTube<br />Tens of thousands of views!<br />
  55. 55. YouTube<br />
  56. 56. YouTube for small business<br />
  57. 57. How you can use YouTube<br />Buy a Flip camera<br />Or use PPT to create online demos<br />Set up a YouTube Channel<br />Start connecting with partners, prospects, clients, coworkers and friends<br />
  58. 58. Customer Rating Systems<br />Definition:<br />Enablement of users to rate and review things at will<br />Fast Facts:<br />About 8 in 10 US shoppers trust brands which offer customer ratings/reviews more than those that do not<br />62% of US online shoppers read product reviews written by other customers when researching products<br />99% of respondents believe that the (rating) information they get is very or somewhat credible <br />57<br />Source: Deloitte Consumer Product Group<br />
  59. 59. Blogs<br />Definition(s):<br />Blog - Web-based community sites usually written in the first-person, conversational manner (blog = web log); <br />Post - Written material available on a blog<br />Blog Carnival – Sites that put together a lot of information on a particular topic; hosted by a revolving case of volunteer editors, contain links to contributions submitted<br />Link Blogs – Also known as a social news site – principally links to and comments upon content from other sites <br />Video Blogs – Blogs based on video medium; more useful for some topics<br />Fast Facts:<br />12 million adults or 8% of Internet users, blog<br />57 million adults or 39% of Internet users, read blogs<br />Technorati estimates the blogosphere doubles in size every 6 months<br />58<br />Source: Technorati<br />
  60. 60. Podcasts<br />Definition: <br />Audio files, which can be subscribed to or downloaded from a website <br />Fast Facts:<br />32% of respondents said their usage of podcasts has increased or significantly increased in the last 6 mos<br />41% said they had listened to podcasts on more than one occasion<br />13% said they frequently downloaded podcasts<br />34% said they were unfamiliar with podasts<br />69% said they listened at their computer<br />Only 14% preferred short (&lt; 5 mins); 32% said they were ok with no limit if interesting<br />55% said they would be more likely to consume information as a podcast vs. whitepaper<br />59<br />Source: KnowledgeStorm<br />
  61. 61. Video Casting/Online Video<br />Definition:<br />Video files that can be subscribed to or downloaded from a website, banner ad etc.<br />Fast Facts:<br />63% of respondents access video at least weekly<br />78.1% said video makes online content more compelling<br />57% said video content had influenced a B-to-B technology buying decision<br />Spending on online video will triple in the next 3 yrs, growing from $775 million to $2.9 billion by 2010<br />60<br />Source: KnowledgeStorm, B-to-B Magazine<br />
  62. 62. Wikis<br />Definition:<br />Reference website anyone cant contribute to; enables group authorship – iterative – people undo and redo each others work <br />Fast Facts:<br />86% of respondents said they were very or somewhat familiar with wikis<br />63% said they visited wikis primarily for technology and business information<br />Only 6% said they regularly contributed content<br />57% said they never had<br />61<br />Source: KnowledgeStorm<br />
  63. 63. Viral Video<br />Definition<br />Videos created with the sole purpose of going viral<br />Fast Facts<br />Success is generally defined as 15K to 20K views; highly successful videos garner 25K to 35K views<br />You need 50K views to get a video into the “most viewed” list<br />Each video has a shelf life of 48 hours before it is moved from the “daily most viewed” list to the “weekly most viewed list”<br />Tier 1 relative sites: Youtube, Google Video,, Yahoo Video, MSN Video, AOL Video<br />62<br />Source: Siesmicom<br />
  64. 64. Social Networking<br />Definition:<br />Leveraging existing Social Networking Sites (SNSs) to build relationships that lead to marketing value<br />Fast Facts:<br />60% of adult respondents currently interact with companies on a social media web site<br />93% believe a company should have a presence in social media<br />Social Networking advertising 2008 revenues broke $1.5 billion<br />30 million US Millennials will subscribe to mobile social networking services by 2012<br />63<br />Source: Cone Business in Social Media study, In-Stat<br />
  65. 65. Marketing Benefits/Uses<br />Influence the public conversation<br />Make it easy for journalists to find you<br />Deliver unedited messages in your own voice<br />Manage crisis situations<br />Enhance brand visibility and credibility<br />Appear higher in search rankings<br />Establish expertise in industry subject area<br />Give company a human voice<br />Achieve customer intimacy<br />Develop deeper relationships<br />Fuel marketing effort<br />Bring new products to market<br />Generate buzz<br />Develop new, creative campaigns<br />64<br />
  66. 66. Effectiveness of New Media Platforms<br />65<br />Source: Guideline<br />
  67. 67. Social Networks<br />
  68. 68. Social Networks<br />
  69. 69. Social Networks<br />
  70. 70. Social Networks<br />
  71. 71. Social Networks<br />
  72. 72. Social Networks<br />The Ones:<br />YouTube<br />MySpace<br />Facebook<br />Twitter<br />
  73. 73. Social Networks<br />Others:<br />LinkedIn<br />Orkut<br />
  74. 74. Social Networks<br />Ask your kids.<br />
  75. 75. Social Networks<br />
  76. 76. A presentation on <br />Social Media Marketing<br />byArun Pattnaik<br />

Editor's Notes

  • Providing a high-level overview.We’re not even going into mobile stuff yet.
  • How many people here have poked, nudged, or tweeted in the last week?Posted photos, video? Commented on a newspaper editorial?Researched how to field-dress a moose on Sarah Palin’s blog?It’s all part of Social Networking, and it’s where we’re all headed, like it or not.SN is overwhelming.SN is over your head.SN is not over, though the site you’re so keen on may be so “last week”
  • A social network as we define it today is any online community.
  • A social network as we define it today is any online community.
  • Social Network of Jesus Christ and associated New Testament/historical figures
  • Overwhelming? YES
  • Everybody’s doing it man…
  • Everybody’s doing it man…
  • Everybody’s doing it man…Gen-x and Gen-y leading, but they are your future customer and the first generations of truly tech-savvy consumers.Many boomers are also coming on board.In short, the growth is exponential.
  • Compared to traditional advertising, working on social networks is dirt cheap.Time is money, though, if you have a small staff, but we’ll address that later.
  • Social networks are just that, social, with much better potential for getting to know customers on a more intimate level.And even for big corporations, it’s an increase in the “perception” that you, well, care.
  • Which sites do I get on?
  • You get lost among all the other junk, stuff, people, posters.
  • You find yourself severely strapped for time and staff.
  • You don’t fit in to the demographic.
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