Social Media Marketing Zurich 19 11 09


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  • Dean: “ travel, as well as bricks and mortar” Otherwise it reads as a list of 3 things Page
  • Social Media Marketing Zurich 19 11 09

    1. 1. Marketing Meeting EMEA, Zurich Social Networking for Marketing - Best Practices Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide Open Text Craig Hepburn Director Social Media Strategy, EMEA
    2. 2. What is Social Media… <ul><li>Social media is an umbrella term that defines the various activities that integrate technology , social interaction , and the construction of words , pictures , videos , and audio . </li></ul>
    3. 3. <ul><li>It’s how people engage , participate , and share online… </li></ul>
    4. 5. Marketing Mix
    5. 6. 5 Steps to being Social Media enabled… <ul><li>Join Twitter , create a short profile, follow some interesting people </li></ul><ul><li>Create a LinkedIn Profile and join some groups and conversations </li></ul><ul><li>Subscribe to customer blogs, twitter feeds </li></ul><ul><li>Think about how to socialise your marketing collateral and events </li></ul><ul><li>Regularly engage in conversations and share content </li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide
    6. 7. LinkedIn Groups and Networks
    7. 8. Marketing Material Should be…. <ul><li>Publishable – Ensure you publish all marketing collateral to the web </li></ul><ul><li>Findable – Provide search friendly naming terms to the content </li></ul><ul><li>Social – By using slideshare, youTube, twitter, linkedIn to socialise content </li></ul><ul><li>Viral – Encourage colleagues, partners, friends, customers to share </li></ul><ul><li>Syndicatable – Allow people to subscribe to our content, events etc </li></ul><ul><li>Linkable – All marketing material should have appropriate links </li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide
    8. 9. The Power of Retweets
    9. 10. Measure the impact of marketing through Twitter by using
    10. 12. Tweetdeck as a marketing dashboard
    11. 14. Open Text on Facebook
    12. 15. Separate Work from Social “life”
    13. 16. Sharing on Slideshare
    14. 17. Share links to existing videos in marketing material
    15. 18. Internal Marketing Collaboration <ul><li>Log on to Coolstuff and have social interactions with colleagues. </li></ul>
    16. 19. 7 Step Social Marketing Plan <ul><li>Start with a plan, not tactics .  Research and build a Social Media Roadmap involving:  Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics. </li></ul><ul><li>“ Give to get” – Successful social media marketing programs involve listening and participation. </li></ul><ul><li>Commit resources & time to be successful or you may very well fail. It’s important to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting. </li></ul><ul><li>Be transparent with intentions & your identity or you may alienate the very audiences you’re trying to connect with.   </li></ul><ul><li>Understand, you do not control the message .  Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm. </li></ul><ul><li>Welcome participation, feedback and co-creation . As comfort levels rise with social web participation, companies will see opportunities to encourage participation with communications, especially with brand evangelists. </li></ul><ul><li>Metrics should roll up to objectives and objectives should be relevant to the channel.   </li></ul>
    17. 20. Resources <ul><li> – marketing dashboard for twitter </li></ul><ul><li> – Socialise marketing decks </li></ul><ul><li> – Analyse Links and trends of web visits. </li></ul><ul><li> – internal collaboration community </li></ul>
    18. 22. Social Media Touch Points <ul><li>I blog at </li></ul><ul><li>Open Text Conversations http:// </li></ul><ul><li>Follow me on twitter @ </li></ul><ul><li>Open Text on Twitter @ </li></ul><ul><li>Download presentations @ http:// </li></ul>
    19. 23. Thank You Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide