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Social media notes


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Notes from 3 years of activity in social media. Presentation held by Ionut Oprea, manager, STANDOUT ( at Zilele BIZ 2009.

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Social media notes

  1. 1. Notes from using blogs and other social media in online marketing
  2. 2. Numbers & opportunities <ul><li> </li></ul><ul><ul><li>Social media in Romania (1 st edition, 2 nd ed. soon) – quarterly online report about the evolution of social media in Romania </li></ul></ul><ul><ul><li>Audience Study for Romanian blogs </li></ul></ul><ul><ul><li>Blog & social media campaigns case studies(soon) </li></ul></ul><ul><li> </li></ul><ul><li> </li></ul>
  3. 3. Important trend <ul><li>GROWTH </li></ul><ul><li>Just one example: </li></ul>Ro.Facebook users April ’09 115.000 Ro.Facebook users Nov ’09 413.000 +300% !
  4. 4. How to start?
  5. 5. What’s in a “social media mention”? <ul><li>One mention on SM isn’t worth anything. </li></ul><ul><li>UNLESS: </li></ul><ul><li>It’s on your “second homepage” –Google SERP </li></ul><ul><li>It’s featured on a large SM channel </li></ul><ul><li>It’s part of a current of similar mentions </li></ul>
  6. 6. Next step: monitoring blogs <ul><li>Google Blog Search, Romanian Style + alerts! </li></ul><ul><li>Search on every other social media channel: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Also, set up Google alerts on brands and competitors, one for each. </li></ul><ul><li>Directly monitor key blogs </li></ul>
  7. 7. Challenges <ul><li>Don’t try to just measure mentions, try to assess audience/impact (ask us for more) </li></ul><ul><li>Focus on the qualitative aspect of this permanent research (what and how are people saying about you AND your competitors) </li></ul><ul><li>Separate feedback from frustration </li></ul>
  8. 8. Blogs in Romania <ul><li>11.436 active blogs (at least 1 article in october) from 35.611 monitored </li></ul><ul><li>3327 active sites registered with </li></ul><ul><li>Source: </li></ul>Top 50 reach bloguri
  9. 9. Blog readers in Romania <ul><li>Key findings: </li></ul><ul><li>Young people , mostly 20 – 35 years-old (73,7%), revenues and studies above the Romanian average internet user </li></ul><ul><li>Are loyal to their favourite blogs (most read 2-5 blogs almost daily) </li></ul><ul><li>Interact with their favourite blogs (44,7% commented at least onace) and 6.6% are active commenters that do it often or with almost each new article </li></ul><ul><li>Are influenced by these : 68,9 % have confirmed or changed their opinions based on reading blogs 59,9% many times. </li></ul>
  10. 10. Website vs blogs/social media Credits: Cobweb Photo at Flickr by florriebassingbourn Crowd Photo at Flickr by kyrielle <ul><li>Different mindset </li></ul><ul><li>Different approach </li></ul><ul><li>Different tools </li></ul><ul><li>Different metrics </li></ul><ul><li>Different results </li></ul>
  11. 11. Mindset/approach <ul><li>1. Select the right blogs/channels/people for reaching critical mass </li></ul><ul><li>Criteria: audience, influence, potential for interaction </li></ul><ul><li>2. Build dedicated and appropriate campaign mechanisms </li></ul><ul><li>always come up with something new, different </li></ul><ul><li>be the first, the best, the largest, the longest </li></ul><ul><li>use insights from the natural behavior of users </li></ul><ul><li>3. Measure KPI’s (many more than in classic channels) </li></ul><ul><li>Visits, Interactions, Recommendations, Sentiment Analysis </li></ul>
  12. 12. Tools for the mix <ul><li>Display banners </li></ul><ul><li>Blog branding </li></ul><ul><li>Dynamic widgets (user-generated) </li></ul><ul><li>Viral take-aways </li></ul><ul><li>Sponsored conversations </li></ul><ul><li>Blogger participation /endorsement </li></ul><ul><li>Own dedicated channel -> HOSTED conversations </li></ul>
  13. 13. You have no control… <ul><li>… but in your OWN DEDICATED CHANNELS </li></ul><ul><li>Dedicated blog </li></ul><ul><li>Dedicated social media accounts </li></ul><ul><li>Creating “support funnels” (proactive measure for crisis situations) </li></ul><ul><li>However, don’t exaggerate enforcing it.. </li></ul>
  14. 14. What is ‘CONTROL’? <ul><li>NOT CENSORSHIP, but… </li></ul><ul><li>Your own rules right from the start </li></ul><ul><li>Access to comments before they’re published </li></ul><ul><li>Contact info for people that interact </li></ul>
  15. 15. Building a support funnel Social media Your social presence Problemsolving Raw feedback Targeted feedback/Questions Your PR/support layer
  16. 16. Metrics <ul><li>Social media KPI’s(NEVER GOOGLE THIS) </li></ul><ul><li>Reach & traffic : from paid for and generated placements(uniques, views) </li></ul><ul><li>User/reader engagement in out-reaching campaign </li></ul><ul><li>Quality Interactions (add value to your presence) </li></ul><ul><li>Subscriptions -> Repeated visits </li></ul><ul><li>Recommendations/endorsements (& their respective reach/impact) </li></ul>
  17. 17. Remember <ul><li>Research permanently (not just “listen”) & ask the right people </li></ul><ul><li>Not just publish, spread a message </li></ul><ul><li>Create authentic content, actions, conversations </li></ul><ul><li>Host your own </li></ul>
  18. 18. Thx. <ul><li>Ionut Oprea </li></ul><ul><li> </li></ul><ul><li> </li></ul>