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Social platforms



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Boomers     Net Generation




22,4      17,4 8-33


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Misconceptions

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Social networking
  is a lot more than
Facebook and Youtube.

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International Community
    Compliance Chief



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Community
 Manager



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Online
Reputation
 Manager


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Blogger Outreach
    Manager




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Chief
Conversation
   Officer

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“Brands are not defined
 today by campaigns but by
the consumer ecosystems we
 nurture to support them.”
     Mike Mendenhall, HP CMO

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Sales    Brand            Direct
        Marketing   IT   Marketing




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The social media scene



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Generic Social Networks


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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
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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



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How does it work?


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Best and Worst of Social
Networking Marketing


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Forrester’s
    Social Network
Marketing Review Criteria,
           1.0
                             32
Case:


What drives you?




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1.
Does the marketing effort provide
 valuable content that supports
the community member’s goals?


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2.
Are key elements of the marketing effort
        available where needed?



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3.
Is the marketing effort self-fueling?




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4.
Does the marketing effort encourage
member-to-member participation?



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5.
Does the marketing effort encourage
 member-to-website interaction?



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6.
Does the company participate in the effort
          on an ongoing basis?



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7.
Does the marketing effort allow the members
 to share the elements to other locations?



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8.
Is there an appropriate call to action?




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Recommendations:
 Brands must…


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develop community-centered
   content and activities



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measure success based on
     new criteria



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purge the term “campaign”
from your social media lexicon



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be prepared to participate



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Niche Social Networks


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How Nerdy are You?
 94.800 tests
 87.000 unique visitors
 3.364 send2friend


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Digital Masters
 66.807 unique visitors
 8.854 members
 272 teams
 79.309 invititations
 910 pictures uploaded
 191 videos uploaded
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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. …
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The social web is here



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“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.”

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So what can we learn from
    social networks?



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Some help please...



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Google Friend Connect means more
people engaging more deeply with
your website -- and with each other.




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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.




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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
The rules of the game
     have changed


                        63
... 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
Download the          Watch the          Stay up to
    slides            presentation           date


Continue the conversation on adnerds.be
                                                       65
http://proximity.bbdo.be/digitalnatives


http://adnerds.be


http://www.friendfeed.com/bartmuskala


http://www.friendfeed.com/jalgo

                                          66

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Digital Natives - Session 2 - Generic and Niche Social Platforms