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F5DIGITAL DigiGen09 workshop_part2

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F5DIGITAL DigiGen09 workshop_part2

  1. 1. Optimizing audience using SNWDigiGen 2009 WorkshopPart 2 WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  2. 2. AGENDA0900 – 0930 : Introduction0930 – 1030 : Current social networking market Place1030 – 1100 : BREAK1100 – 1200 : Optimizing Audience Engagement1200 – 1300 : LUNCH1300 – 1400 : Revenue generation, goals1400 – 1430 : Legal aspects1430 – 1500 : BREAK1500 – 1600 : Future Trend
  3. 3. Ignoring Meta-Tags CanKeyword Cool Design Ignoring Help WithAdvertising Is Equals Good Measurement Return on Search EngineEverything Marketing Investments Optimization Starting TooNot Marketing Not Focusing Lateto a Defined on RepeatGroup Business Inconsistency in Marketing Efforts Making a Change for the Not Getting Sake of ItNot Having aClear Feedback ForgettingMarketing That Slow andMessage Going Steady Wins Overboard the Race Lack of Diversification WWW.F5DC.COM
  4. 4. Consumer Engagement in SocialMarketing  Solicit consumer input on your site to track and engage in a one-on-one conversation.  Create message boards, forums, and wikis to reach out to customers.  Develop a corporate blog, and post on relevant third-party blogs.  Advertise on relevant forums to get users to engage with you  Engage in public forums relevant to your brand WWW.F5DC.COM
  5. 5. Currently HTML WWW.F5DC.COM
  6. 6. AJAXhttp://www.phatfusion.net/imagemenu/index.htm Not a new code, but a new way to code with Java scripts WWW.F5DC.COM
  7. 7. FLEX Next generation of open source web languagehttp://flex.org/showcase/tagraph WWW.F5DC.COM
  8. 8. AIR Runtime for your computer WWW.F5DC.COM
  9. 9. Microformats WWW.F5DC.COM
  10. 10. Open APIs Twitter AtlasOpen Atlas Flickrviewer WWW.F5DC.COM
  11. 11. Consumer needs first, not technology WWW.F5DC.COM
  12. 12. What is the original idea ? WWW.F5DC.COM
  13. 13. A very good example  Same story board  Totally different immersion WWW.F5DC.COM
  14. 14. Opportunities 60k sweepstakes in 3 weekshttp://www.web-strategist.com/blog/2008/01/29/case-study-how-sony-leveraged-a-popular-vampire-facebook-widget-to-reach-its-community/ WWW.F5DC.COM
  15. 15. How does it apply to us ?   What to do with it ? WWW.F5DC.COM
  16. 16. Good examples WWW.F5DC.COM
  17. 17. Good examples WWW.F5DC.COM
  18. 18. Good examples WWW.F5DC.COM
  19. 19. Good examples WWW.F5DC.COM
  20. 20. Good examples WWW.F5DC.COM
  21. 21. Another good example “We’re trying to let our hair down a bit and have some fun’ with the campaign, he added. That is evident in the offbeat ads being created for Facebook, which include the chance to design virtual cars.” - manager for marketing communications at BMW http://www.facebook.com/pages/Graffiti-Car-Contest-What-drives-you/ 27172461048 WWW.F5DC.COM
  22. 22. WWW.F5DC.COM
  23. 23.   7,176 members,   2 169 users.  409 photos,  483 posts  37 discussion groups.  Message adapted to Facebook audience   Negative posts removed  Test target audience   One way communication  Adapt marketing message  New ‘style’ focus while brand means discount  Lower communication tone  No link to ecommerce site  Discussion forum WWW.F5DC.COM
  24. 24. What do they have in common ? Technology does not matter ! Process / Media does not matter ! Input – Share – Comment – Respond Designed to answer one objective User centric evolution Privacy respect Exclusive club-like feeling Innovative WWW.F5DC.COM
  25. 25. How to make it work ? BRAND CONSUMERS  Why SCN ?   Values ?  Really want to do it ?   Benefits ?  How to engage ?  How to maintain ?  Do you open a new one ?  How to update ?   Link to a new one or focus on existing ? WWW.F5DC.COM
  26. 26. Why not create a video ? POSM TVC UGC TVC  Local flavor  Different tone Online  How do we engage the audience ? WWW.F5DC.COM
  27. 27. Why not create a Profile page onFacebook ?   Why would I join ?   Does it match brand profile ?   Does it match the consumer needs ?   Where is my recognition ?  Why will I give YOU my name ? WWW.F5DC.COM
  28. 28. Why not create a Podcast ?   Perfect support from a TVC   Continue discussion on values   Do not focus on product WWW.F5DC.COM
  29. 29. Group exercise  Take one of your current campaign  Include some elements of SCN WWW.F5DC.COM
  30. 30. THANKS WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  31. 31. Brand – Consumer – Media - Mapping+10 Brand values +10 Brand values +10 Brand values +10 Brand values +10- 10 - 10 - 10 - 10 - 10 WWW.F5DC.COM
  32. 32. Finding a needle in the haystack Find the right consumer Find the right information WWW.F5DC.COM

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