SOCIAL MEDIA & MARKETING<br />PART 2<br />
SOCIAL MEDIA & MARKETING: PART 2<br /><ul><li>4 CS OF SOCIAL MEDIA
SOCIAL NETWORKS AS WEB 2.0 TOOLS
USAGE AREAS OF SOCIAL MEDIA IN BUSINESS
SOCIAL MEDIA INTEGRATION
SOCIAL MEDIA MARKETING BUDGETS
SOCIAL MEDIA PROBLEMS
QUESTIONS TO ANSWER BEFORE ENETERING SOCIAL MEDIA MARKETING
12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SOCIAL MEDIA
STEPS OF SOCIAL MEDIA MARKETING
HOW TO FAIL ON SOCIAL MEDIA MARKETING?
SUCCESSFUL BRANDS ON TWITTER AND ACTIONS OF SM BRANDS
HOW TO BE A SUCCESSFUL SM BRAND</li></li></ul><li>4 CS OF SOCIAL MEDIA<br />
SOCIAL NETWORKS AS WEB 2.0 TOOL<br /><ul><li>Social networking is the 3rd most useful web 2.0 tool for the companies inter...
On the customer related sides, social networking shared the 2nd runner level with the video sharing.</li></ul>* e-marketer...
WHY TO USE SM?<br /><ul><li>SM is mostly used for marketing by businesses.
The second business area is the internal learning.
In my opinion in a few months time, brands will be using SM mostly for customer service and support so that the call cente...
WHY TO USE SM? – FIND CUSTOMER EVANGELISTS <br /><ul><li>The missing area inSM usage that brands did not try since now, is...
The future will be ALLabout the evangelists. And the brands which do not put the evangelists in the center of marketing wi...
HOW TO INTEGRATE SM TO BUSINESS – STARBUCKS WEB SITE MAIN PAGE<br />
HOW TO INTEGRATE SM TO BUSINESS – CADILLAC BLOG MAIN PAGE<br />
SOCIAL MEDIA SPENDINGS<br /><ul><li>Marketersincreased their SMspendingby more than 110% between August 2008 and August 20...
On September 2009 marketers spend $108 million on SMmarketing.*
These growing budgets make SM more attractive platform. This is where the problems began!</li></ul>*E-marketer social medi...
THE MOST DISCUSSES TOPICS OF SM: MEASUREMENT<br />The measurement of SMmarketing is STILL the biggest problem!<br />And ST...
THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE<br />Who will control SM for brands?<br /><ul><li>“SMwill notonly exis...
“SMwill continue to exist and it will be lead by social media specialists.”</li></ul>Jim Tobin – IgniteCom.<br />
THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE<br />Who will control SM for brands?<br />In my opinion ;<br />SM must...
OUESTIONS TO A BRAND BEFORE STARTING TO SM<br /><ul><li>Where do you want toend up?
Who do you want toreach?
Do you have crisis management plan?
Are you a control freak?
Do you have resources to allocate?</li></li></ul><li>12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM<br />Select a few ...
 which sources they listen to onthe Web.
what they’d like to see if they had a chance to look inside company for a day.</li></li></ul><li>12 TO DO’S OF A MARKETER ...
12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM<br />Set your rulesof engagement clear, no gap!<br />Use the identified...
12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM<br />No rush! Before a blind jump, watch the topinfluencers SMcontent t...
BEFORE SM A MARKETER MUST CARE ABOUT<br /><ul><li>Marketing communication must be as sleek as marketer can in every level ...
The brand positioning must be so clearas a crystal for every team member in the company.</li></li></ul><li>STEPS OF SM MAR...
Learn
Plan
Create Content
Nurture Community
Build Buzz</li></li></ul><li><ul><li>Identify SM objectivesclearly
Mine the conversation
Identify key influentals
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Social Media & Marketing Part 2

  1. 1. SOCIAL MEDIA & MARKETING<br />PART 2<br />
  2. 2. SOCIAL MEDIA & MARKETING: PART 2<br /><ul><li>4 CS OF SOCIAL MEDIA
  3. 3. SOCIAL NETWORKS AS WEB 2.0 TOOLS
  4. 4. USAGE AREAS OF SOCIAL MEDIA IN BUSINESS
  5. 5. SOCIAL MEDIA INTEGRATION
  6. 6. SOCIAL MEDIA MARKETING BUDGETS
  7. 7. SOCIAL MEDIA PROBLEMS
  8. 8. QUESTIONS TO ANSWER BEFORE ENETERING SOCIAL MEDIA MARKETING
  9. 9. 12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SOCIAL MEDIA
  10. 10. STEPS OF SOCIAL MEDIA MARKETING
  11. 11. HOW TO FAIL ON SOCIAL MEDIA MARKETING?
  12. 12. SUCCESSFUL BRANDS ON TWITTER AND ACTIONS OF SM BRANDS
  13. 13. HOW TO BE A SUCCESSFUL SM BRAND</li></li></ul><li>4 CS OF SOCIAL MEDIA<br />
  14. 14. SOCIAL NETWORKS AS WEB 2.0 TOOL<br /><ul><li>Social networking is the 3rd most useful web 2.0 tool for the companies internal purposes.
  15. 15. On the customer related sides, social networking shared the 2nd runner level with the video sharing.</li></ul>* e-marketer 2009 Research<br />
  16. 16. WHY TO USE SM?<br /><ul><li>SM is mostly used for marketing by businesses.
  17. 17. The second business area is the internal learning.
  18. 18. In my opinion in a few months time, brands will be using SM mostly for customer service and support so that the call center and other customer channels work tasks will be fresher than usual.</li></ul>* e-marketer 2009 Research<br />
  19. 19. WHY TO USE SM? – FIND CUSTOMER EVANGELISTS <br /><ul><li>The missing area inSM usage that brands did not try since now, is finding and creating customer evangelists.
  20. 20. The future will be ALLabout the evangelists. And the brands which do not put the evangelists in the center of marketing will NOT survive.</li></li></ul><li>HOW TO INTEGRATE SM TO BUSINESS<br /><ul><li>SM must be integrated within websiteso that brands let the visitors act faster andreach more.</li></ul>* e-marketer 2009 Research<br />
  21. 21. HOW TO INTEGRATE SM TO BUSINESS – STARBUCKS WEB SITE MAIN PAGE<br />
  22. 22. HOW TO INTEGRATE SM TO BUSINESS – CADILLAC BLOG MAIN PAGE<br />
  23. 23. SOCIAL MEDIA SPENDINGS<br /><ul><li>Marketersincreased their SMspendingby more than 110% between August 2008 and August 2009.*
  24. 24. On September 2009 marketers spend $108 million on SMmarketing.*
  25. 25. These growing budgets make SM more attractive platform. This is where the problems began!</li></ul>*E-marketer social media spending report<br />
  26. 26. THE MOST DISCUSSES TOPICS OF SM: MEASUREMENT<br />The measurement of SMmarketing is STILL the biggest problem!<br />And STILLNO clear answer!<br />
  27. 27. THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE<br />Who will control SM for brands?<br /><ul><li>“SMwill notonly exist, but it will come under control ofthe people in PR. That’s because SMis about communication, and PR people are communication specialists.” JasonFalls,PR expert
  28. 28. “SMwill continue to exist and it will be lead by social media specialists.”</li></ul>Jim Tobin – IgniteCom.<br />
  29. 29. THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE<br />Who will control SM for brands?<br />In my opinion ;<br />SM must be managed INTERNALLYbybrands digital marketing team or marketing team with the help of a digital marketing consultant.<br />
  30. 30. OUESTIONS TO A BRAND BEFORE STARTING TO SM<br /><ul><li>Where do you want toend up?
  31. 31. Who do you want toreach?
  32. 32. Do you have crisis management plan?
  33. 33. Are you a control freak?
  34. 34. Do you have resources to allocate?</li></li></ul><li>12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM<br />Select a few trustworthy customersfrom different segments,<br />Interview these customers and ask them:<br /><ul><li>what they want toknow about.
  35. 35. which sources they listen to onthe Web.
  36. 36. what they’d like to see if they had a chance to look inside company for a day.</li></li></ul><li>12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM<br />Identify the objectives and the metrics as clear as you can. (RSS subscriptions, pageviews, tracking inbound links)<br />Viewyour positioningto define relevant keywords, which will show you the way along SM.<br />Assign a team of cross-functional employeesto help track andto respond to SM content related to your keywords.<br />
  37. 37. 12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM<br />Set your rulesof engagement clear, no gap!<br />Use the identified keywords to find the details of SM influencers who are driving the conversations.<br />Keep in mind that these SMinfluencers are NOTalways your customers. You should care about their impact on your revenue stream will be so useful for you. <br />
  38. 38. 12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM<br />No rush! Before a blind jump, watch the topinfluencers SMcontent to position your branding tone. <br />Submit comments on the blogs ofinfluencers . If you havea blog, addthem to your blog roll. <br />Write reference posts,give links,usetrackbacksto influencers blogs. Try to engagethemin online dialog between your blogs andwith othersto develop relations.<br />
  39. 39. BEFORE SM A MARKETER MUST CARE ABOUT<br /><ul><li>Marketing communication must be as sleek as marketer can in every level of the CLV.
  40. 40. The brand positioning must be so clearas a crystal for every team member in the company.</li></li></ul><li>STEPS OF SM MARKETING<br /><ul><li>Listen
  41. 41. Learn
  42. 42. Plan
  43. 43. Create Content
  44. 44. Nurture Community
  45. 45. Build Buzz</li></li></ul><li><ul><li>Identify SM objectivesclearly
  46. 46. Mine the conversation
  47. 47. Identify key influentals
  48. 48. Determinetopics
  49. 49. Focus on: keywords, RSS, google alerts, technorati, ice rocket,...</li></ul>STEPS OF SM MARKETING - LISTEN<br />
  50. 50. STEPS OF SM MARKETING - PLAN<br /><ul><li>Develop a unique brand voice
  51. 51. Createstrategy, NOT tactics!
  52. 52. Allocateresources
  53. 53. Don’t follow the crowd
  54. 54. Beunique, beyourself
  55. 55. Focus on: Facebook, linkedin, myspace</li></li></ul><li><ul><li>Implement strategy
  56. 56. Listen to the conversation
  57. 57. Reach out to individuals
  58. 58. Don’t make it ALL about you ( % 30, not more)
  59. 59. Focus on: blog, twitter, digg</li></ul>STEPS OF SM MARKETING - CONVERSATION<br />
  60. 60. STEPS OF SM MARKETING - CONTENT<br /><ul><li>ShareVALUABLE information, that people love to talk about.
  61. 61. ContributeORIGINALcontent
  62. 62. Don’t be a copy cat
  63. 63. Focus on: flickr, youtube, podcast, blog</li></li></ul><li>STEPS OF SM MARKETING – CONTENT- HOW TO ANSWER?<br />Your product is awesome!<br />Thank you! Your comments are so worthy for us!<br />
  64. 64. STEPS OF SM MARKETING – CONTENT- HOW TO ANSWER?<br />Your product sucks!<br /> Thank you for your comment! Can you please share more with us to improve? / We are aware of this problem. We are doing... to fix it.<br />
  65. 65. STEPS OF SM MARKETING – CONTENT- HOW TO ANSWER?<br />I have a question about your product<br /> You can find the information on (link), on our web site, we wrote a blog post about this problem,...<br />
  66. 66. <ul><li>Collaborate
  67. 67. Evangelize
  68. 68. Don’t just sell or promote, create some value
  69. 69. Organizeevents online
  70. 70. Maximize productivity: tools, apps, ROI, SEO</li></ul>,,,<br />STEPS OF SM MARKETING - COMMUNITY<br />
  71. 71. STEPS OF SM MARKETING - BUZZ<br /><ul><li>Innovate
  72. 72. Experiment
  73. 73. Link all
  74. 74. Have fun</li></li></ul><li><ul><li>Followengagement metrics
  75. 75. Determineimpacton reputation
  76. 76. Monitor the online traffic
  77. 77. Generate leads
  78. 78. Assist customer service
  79. 79. Transformbrand lovers into customer evangelists </li></ul>STEPS OF SM MARKETING - MEASURE<br />
  80. 80. HOW TO FAIL ON SM MARKETING?<br /><ul><li>Too much marketing, not enough valuable, worthy information.
  81. 81. Messages away from your brand personality
  82. 82. Lack of brand consistency.</li></li></ul><li>HOW TO FAIL ON SM MARKETING?<br /><ul><li>AbandonSM accounts, build a ghost town
  83. 83. Be a control freak., so kill the conversation
  84. 84. Don’t listen to the negative feedbacks, just face the sunshine.</li></li></ul><li>SUCCESSFUL BRANDS ON SM - EASYJET<br />
  85. 85. SUCCESSFUL BRANDS ON SM – KODAK<br />
  86. 86. SUCCESSFUL BRANDS ON SM - JETBLUE<br />
  87. 87. SUCCESSFUL BRANDS ON SM – DUNKIN DONUTS<br />
  88. 88. SUCCESSFUL BRANDS ON SM – STARBUCKS<br />
  89. 89. ACTIONS OF SUCCESSFUL SM BRANDS – EASYJET- FEEDBACK OF A CUSTOMER ON TWITTER<br />
  90. 90. ACTIONS OF SUCCESSFUL SM BRANDS – EASYJET- EASYJET’S ANSWER TO THE FEEDBACK<br />
  91. 91. ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE- CUSTOMERS QUESTION TO JETBLUE<br />
  92. 92. ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE - CUSTOMERS QUESTION TO JETBLUE<br />
  93. 93. ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE - ANSWERS TO QUESTIONS OF CUSTOMERS<br />
  94. 94. ACTIONS OF SUCCESSFUL SM BRANDS – STARBUCKS – A LITTLE MISTAKE<br />
  95. 95. HOW TO BE A SUCCESSFUL BRAND LIKE THEM ?<br /><ul><li>Followyour followersback, do NOT be a smartass!
  96. 96. Do NOTwait to be followed! Useyour keywordsandfind them!
  97. 97. Try to answer to every tweet as quick as you can
  98. 98. Beunique, honest and sincere in every posts</li></li></ul><li>HOW TO BE A SUCCESSFUL BRAND LIKE THEM ?<br /><ul><li>Do NOTover the % 30 marketing message posts limit. Give your followers something valuable to talk about.
  99. 99. Do NOTqualift your followersas the numeric scores. They are real, bereal!
  100. 100. Humanizeyour brand, but do NOTaddanger, jealousy and other negative feelings to your brands digital personality</li></li></ul><li>FOR YOUR QUESTIONS AND COMMENTS:<br /><ul><li>BLOG: http://pazarlamacigiremez.blogspot.com , http://burcutuzun.blogspot.com, http://www.marketingcircle.net
  101. 101. FRIENDFEED: http://friendfeed.com/pazarlamacadisi , http://friendfeed.com/webo
  102. 102. TWITTER: http://twitter.com/burcutuzun
  103. 103. E-MAIL: burcu.tuzun@gmail.com</li></li></ul><li>THANK YOU!<br />Special Thanks to Deniz Mert Edincik for customized template design!<br />

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