Social Media Marketing For Software Authors

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The presentation was held by Adriana Iordan, Web Marketing Manager at Avangate during the Software Industry Conference 2009, in Boston, USA. It contains advice regarding social media for software authors.

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Social Media Marketing For Software Authors

  1. 1. Social Media Marketing How the software authors can use it? Adriana Iordan Web Marketing Manager / Avangate http:// www.avangate.com
  2. 2. Social Media? <ul><li>Social media involves: </li></ul><ul><li>conversations </li></ul><ul><li>sharing of information </li></ul><ul><li>participation </li></ul><ul><li>technology </li></ul><ul><li>Social media marketing </li></ul><ul><li>Marcom & advertising (listening) </li></ul><ul><li>Search behavior </li></ul><ul><li>Branding & loyalty building </li></ul><ul><li>Customer support & acquisition </li></ul><ul><li>Business & Product Strategies </li></ul>
  3. 3. <ul><li>Traditional + New Media Marketing = Marketing Mix </li></ul><ul><li>Traditional (examples): </li></ul><ul><li>one way communication </li></ul><ul><li>“ corporate talk”; formal </li></ul><ul><li>company created content </li></ul><ul><li>newsletters / e-mails </li></ul><ul><li>“ doing communications” </li></ul><ul><li>New Media Marketing (examples) </li></ul><ul><li>multi directional communication </li></ul><ul><li>authenticity & transparency; informal </li></ul><ul><li>user created content (co-creation) </li></ul><ul><li>blogs, social networks, SMM </li></ul><ul><li>“ building communities” </li></ul>http://cluetrain.com/book/i Traditional & New Marketing
  4. 4. <ul><li>What are the benefits? </li></ul><ul><li>Targeted increase of website traffic </li></ul><ul><li>Creating positive brand association </li></ul><ul><li>Conversions and sales </li></ul><ul><li>Better control of the search results </li></ul><ul><li>Business development </li></ul><ul><li>More loyal & passionate users </li></ul><ul><li>Networking </li></ul>Social media profiles in Google People prefer doing business with those they know! Why incorporate Social Media?
  5. 5. <ul><li>Basic rules of New Media Marketing </li></ul><ul><ul><li>Transparency & authenticity </li></ul></ul><ul><ul><li>Learn to listen, have a personality </li></ul></ul><ul><ul><li>Develop relationships </li></ul></ul><ul><ul><li>Encourage the conversations </li></ul></ul><ul><ul><li>Try to add value to your industry and community </li></ul></ul><ul><ul><li>Connect with the influencers / help them find you </li></ul></ul><ul><ul><li>Create content, products, services worth talking about </li></ul></ul><ul><ul><li>“ Build communities” instead of “doing communications” </li></ul></ul>Basic rules on New Media Marketing
  6. 6. <ul><li>Make sure you own your identity online </li></ul><ul><li>Set your goals (know your intent) & metrics & tone </li></ul><ul><li>Listen / Research where your community is online </li></ul><ul><li>Decide what type of content you will provide / define your online persona </li></ul><ul><li>Listen & Engage & Observe & Analyze </li></ul><ul><li>Measure your success </li></ul>How to get started Basic Social Media Plan
  7. 7. <ul><li>Twitter – social sharing tool </li></ul><ul><li>Benefits (examples): </li></ul><ul><li>Request instant feedback </li></ul><ul><li>Influence brand perception (Twittorati, </li></ul><ul><li>MuckRack, #HARO, content promotion, Forrester) </li></ul><ul><li>Customer support </li></ul><ul><li>Improve reputation (search engines, relationships) </li></ul><ul><li>Build connections & reach prospects </li></ul>www.helpareporter.com Microblogging & Lifestreaming twitter.com/adriana_iordan
  8. 8. Social Bookmarking & Networking Website <ul><li>Benefits (examples): </li></ul><ul><li>More targeted traffic </li></ul><ul><li>Search engine reputation </li></ul><ul><li>Attracting “linkerati” </li></ul>Social Bookmarking Sites: StumbleUpon
  9. 9. <ul><li>Linkedin </li></ul><ul><li>Benefits (examples): </li></ul><ul><li>Easy access to expert advice </li></ul><ul><li>Expand contacts </li></ul><ul><li>Get PR visibility </li></ul><ul><li>Reinforce business brand </li></ul><ul><li>Conduct market research </li></ul>Professional networks: Linkedin
  10. 10. <ul><li>Facebook: </li></ul><ul><li>Benefits (examples): </li></ul><ul><li>Facebook fan pages, ads and secret groups </li></ul><ul><li>Sharing content easily </li></ul><ul><li>3 rd party applications (widgets) </li></ul><ul><li>Competitive advantage: conversational </li></ul><ul><li>marketing </li></ul><ul><li>Demographic targeting: ads and flyers </li></ul><ul><li>Homepage sponsored stories (news feeds) </li></ul><ul><li>Top 100 most influential bloggers are on Facebook. </li></ul>Social Network: Facebook
  11. 11. <ul><li>Launching a new product? </li></ul><ul><li>New mix ideas: </li></ul><ul><ul><li>Differentiate and innovate </li></ul></ul><ul><ul><li>Release and ask for feedback </li></ul></ul><ul><ul><li>Twitter, YouTube, Facebook </li></ul></ul><ul><ul><li>Pitch editors / bloggers directly </li></ul></ul><ul><ul><li>Create content – blog </li></ul></ul><ul><ul><li>Social bookmarking sites </li></ul></ul><ul><ul><li>Follow HARO (Help a Reporter Out) </li></ul></ul><ul><ul><li>Measure the effectiveness </li></ul></ul>gapingvoid.com Marketing Mix
  12. 12. <ul><li>Social Media is of such importance for the company that it has build a meeting place for all its communities: www.vmworld.com </li></ul>VMWARE Success Story
  13. 13. <ul><li>VMWARE managed to create buzz around itself in the real sense of the word. It manages 18 blogs and has more than 10 specialized communities build on it’s own web platform. </li></ul><ul><li>It can be found on all major social media platforms </li></ul>VMWARE Buzz
  14. 14. <ul><li>DVDFab </li></ul>Listening
  15. 15. <ul><li>Balsamiq.com (social PR, blogging, pitching to bloggers, Twitter, free licenses) – great product + story </li></ul>microISV’s succes stories
  16. 16. <ul><li>Immediate actions to take: </li></ul><ul><li>Use an RSS Reader and subscribe to feeds </li></ul><ul><li>Start a free company / personal blog / micro-blogging </li></ul><ul><li>Place your demo movies on YouTube </li></ul><ul><li>Check your website content and start networking! </li></ul><ul><li>Connect with me! </li></ul><ul><li>Adriana Iordan, Web Marketing Manager / Avangate </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: http:// www.twitter.com/adriana_iordan </li></ul><ul><li>Some traditional good old marketing: Avangate Digest Newsletter </li></ul><ul><ul><li>http:// www.avangate.com /newsletter </li></ul></ul>Conclusions

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