Digital Natives - Session 2 - Generic and Niche Social Platforms

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Generic social platforms, niche social platforms etc. What are they? Why do they attract so many people? And is social media marketing just hype, or is it something advertisers really should investigate? Do websites as we know them still make sense? And shouldn't all websites be able to filter content so that visitors only get what is relevant to them at the time?

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Digital Natives - Session 2 - Generic and Niche Social Platforms

  1. 1. 1
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  7. 7. 11-31 5
  8. 8. Social platforms 6
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  10. 10. Boomers Net Generation 22,4 17,4 8-33 8
  11. 11. Misconceptions 9
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  15. 15. 11
  16. 16. Social networking is a lot more than Facebook and Youtube. 12
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  44. 44. International Community Compliance Chief 17
  45. 45. Community Manager 17
  46. 46. Online Reputation Manager 17
  47. 47. Blogger Outreach Manager 17
  48. 48. Chief Conversation Officer 17
  49. 49. 18
  50. 50. “Brands are not defined today by campaigns but by the consumer ecosystems we nurture to support them.” Mike Mendenhall, HP CMO 19
  51. 51. 20
  52. 52. Sales Brand Direct Marketing IT Marketing 21
  53. 53. The social media scene 22
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  55. 55. Generic Social Networks 24
  56. 56. le what I ’m doing show peop w hat other e to seedoing I like to I lik are people one else i s on them Beca use every me get expose d to new ideas They help I like to tr y new things ey help me me et new people Th y help me stay in tou ch with people I know The 25
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  59. 59. 27
  60. 60. Why would brands consider marketing on social platforms? 1. It’s a ready-made marketing platform 2. There’s a tremendous amount of buzz from the media for this newest form of marketing 3. There’s lots of folks using social networks 28
  61. 61. How does it work? 29
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  69. 69. 30
  70. 70. Best and Worst of Social Networking Marketing 31
  71. 71. Forrester’s Social Network Marketing Review Criteria, 1.0 32
  72. 72. Case: What drives you? 33
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  81. 81. 1. Does the marketing effort provide valuable content that supports the community member’s goals? 35
  82. 82. 2. Are key elements of the marketing effort available where needed? 36
  83. 83. 3. Is the marketing effort self-fueling? 37
  84. 84. 4. Does the marketing effort encourage member-to-member participation? 38
  85. 85. 5. Does the marketing effort encourage member-to-website interaction? 39
  86. 86. 6. Does the company participate in the effort on an ongoing basis? 40
  87. 87. 7. Does the marketing effort allow the members to share the elements to other locations? 41
  88. 88. 8. Is there an appropriate call to action? 42
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  93. 93. Recommendations: Brands must… 45
  94. 94. develop community-centered content and activities 46
  95. 95. measure success based on new criteria 47
  96. 96. purge the term “campaign” from your social media lexicon 48
  97. 97. be prepared to participate 49
  98. 98. Niche Social Networks 50
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  111. 111. How Nerdy are You? 94.800 tests 87.000 unique visitors 3.364 send2friend 53
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  118. 118. Digital Masters 66.807 unique visitors 8.854 members 272 teams 79.309 invititations 910 pictures uploaded 191 videos uploaded 55
  119. 119. Learnings 1. Underestimated required participation 2. Multiple Languages 3. Cultural differences 4. User Friendliness/Registration threshold 5. Keep competion & platform separated 6. Do not invade other communities 7. More involvement demanded 8. Getting the sponsors involved is not easy 9. Teachers expected more helpful content 10. … 56
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  124. 124. 57
  125. 125. The social web is here 58
  126. 126. “The concept of social networking is evolving and morphing. It’s now about making the entire Web social instead of just creating a ghetto of destination sites where people have to go to socialize.” 59
  127. 127. So what can we learn from social networks? 59
  128. 128. Some help please... 60
  129. 129. Google Friend Connect means more people engaging more deeply with your website -- and with each other. 61
  130. 130. Google Friend Connect means more Facebook Connect is the next evolution of people engaging more deeply with Facebook Platform - enabling you to your website -- and with each other. integrate the power of the Facebook Platform into your own site. 61
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  132. 132. 1. Easy login 2. You are presented personalized tips & tricks 3. Your friends’ energy savings are shown 4. You publish your own progress to your friends’ news feed 5. You can compare & interact with your friends immediately to exchange tips & tricks 6. You can compare your progress to the overall user base on the criteria you want 7. You can contact your friend and send messages in a sec 8. Your privacy settings are respected 62
  133. 133. The rules of the game have changed 63
  134. 134. ... time to update your skills! Is your organization ready? Think about the new functions we mentioned. Save some for Social Media Have a look at your Marketing Mix and be sure to include Social Media Marketing. Think again Social Media Marketing is not your ordinary marketing campaign. It requires continuous and specific efforts. 64
  135. 135. Download the Watch the Stay up to slides presentation date Continue the conversation on adnerds.be 65
  136. 136. http://proximity.bbdo.be/digitalnatives http://adnerds.be http://www.friendfeed.com/bartmuskala http://www.friendfeed.com/jalgo 66

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