K M P Social Network Marketing


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K M P Social Network Marketing

  1. 1. How can use “Web 2.0” techniques to meet its business objectives A presentation to: By: Paul Fabretti KMP Associates Friday 12 th October 2007
  2. 2. <ul><li>Established in 1991, online in 1994 </li></ul><ul><li>Clients include: British Gas, Manchester Airport Group, Littlewoods Shop Direct, Chester Zoo, The Football Pools, Stanley Casinos, Liverpool 08, Renold, Capital Incentives, Kingfield Heath, DfES </li></ul><ul><li>Partners: IBM, Microsoft, Sitecore, Activedition, Red Dot </li></ul><ul><li>Services: Online Strategy, ROI, Web Design, Intranet Design, Web Applications, E Mail Marketing, SEO Organic & PPC, On line Media, Web Analytics, Avatars, Social Networks, Web 2.0 applications </li></ul><ul><li>20 people based in Stockport, near Manchester </li></ul>KMP Associates
  3. 3. Kingfield Heath British Gas Renold Stanley Mainline Manchester Airport Chester Zoo Sportek
  4. 4. <ul><li>Web 2.0 – What is it? </li></ul><ul><li>RSS/Feeds </li></ul><ul><li>Social Networks </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>UGC </li></ul><ul><li>Widgets </li></ul>
  5. 5. How can Web 2.0 help me achieve my business objectives? CRM (stakeholder relationship management) Web 2.0 has at its heart, an opening-up of the relationship between brand and consumer. This can have significant positive effects on the perception of the brand by the consumer and provide the brand with an insight into the consumer’s attitudes. Furthermore, intelligent use of “Web 2.0” applications can provide detailed behavioural feedback. Revenue Generation: Far from being a closed book, social networks provide a goldmine of largely untapped, loyal customers. With the correct approach, these loyal customers can generate significant revenues. Cost-Saving: The often fiercely viral nature of many Web 2.0 applications/websites ensures that significant audiences are reached at a fraction of the cost of more conventional advertising methods, improving online ROI. Brand-building: Through a combination of engagement with its audience and providing the tools to let that audience spread “the message”, a brand can achieve significant audience penetration and brand value awareness.
  6. 6. <ul><li>RSS – Really Simple Syndication </li></ul><ul><li>Allows for the quick and easy syndication of internet content </li></ul><ul><li>Information owner creates RSS feed of content </li></ul><ul><li>User subscribes to the feed via an aggregator (click the icon) </li></ul><ul><li>New information is automatically updated to the aggregator and the user is notified next time they log in </li></ul>
  7. 7. <ul><li>RSS – Really Simple Syndication </li></ul><ul><li>Information is received in a single location (aggregator) </li></ul><ul><li>Information is received quickly </li></ul><ul><li>Reduces the need to visit originating website to receive relevant content </li></ul><ul><li>New content is delivered automatically </li></ul><ul><li>Specific feeds can be created for specific content improving relevance </li></ul>
  8. 8. RSS – Really Simple Syndication Google Reader – A typical Feed Reader
  9. 9. Social Networks: An online location where communities of people gather to share interests and activities and who are interested in exploring the interests and activities of others.
  10. 10. Social Networks: Three key networks account for over 16 million UK users: % of all search traffic in 2007
  11. 11. <ul><li>Social Networks: </li></ul><ul><li>Social networks provide the foundation for people to talk – and often about your products and services. </li></ul><ul><li>Users are protective of their personal space and frequently personalise it to “make their mark” </li></ul><ul><li>Brands messages and adverts are no longer trusted sources </li></ul><ul><li>People trust other people within their network </li></ul><ul><li>“ Web 2.0” puts publishing tools in the hands of everyday users </li></ul><ul><li>A satisfied customer tells 3 people about it </li></ul><ul><li>A dissatisfied customer tells 11 people about it </li></ul>
  12. 12. <ul><li>Social Networks (UK): </li></ul><ul><li>Three main networks account for over 16 million users </li></ul><ul><li>Social Media Networks account for nearly 4% of all UK search terms </li></ul><ul><li>500,000 UK citizens visited all 3 sites in May 2007 </li></ul><ul><li>In May 2007, 10% of ALL UK internet users visited Facebook versus 9% in the US </li></ul><ul><li>Facebook has grown 500% in 6 months </li></ul><ul><li>Users spend an average of 143 minutes on Facebook per month compared to only 96 minutes on MySpace </li></ul><ul><li>Facebook is now bigger than MySpace (6 million unique users versus 5.7million) </li></ul><ul><li>Half of all current users return daily </li></ul><ul><li>43% of UK users are aged 18-24. 38% are aged 25-34 </li></ul>
  13. 13. KMP Facebook Work: Sponsored Groups Bacardi Littlewoods
  14. 14. KMP Facebook Work: Sponsored Groups Warner Brothers Music
  15. 15. KMP Facebook Work: Viral Applications Additions Direct: Wear your style
  16. 16. KMP Facebook Work: Viral Applications The Bond Belter
  17. 17. <ul><li>Social Bookmarking: </li></ul><ul><li>Locate your bookmarks anywhere in the world </li></ul><ul><li>Share your bookmarks with anyone </li></ul><ul><li>Promote content via tags </li></ul><ul><li>Create a “search engine” of bookmarks which mean something to you </li></ul><ul><li>Expand your reach with content bookmark facilities </li></ul>
  18. 18. <ul><li>Blogs and Blogging: </li></ul><ul><li>Web Log – an online diary </li></ul><ul><li>Features: </li></ul><ul><li>Normally written by one person and updated regularly </li></ul><ul><li>Often written on a particular topic </li></ul><ul><li>A main content area with articles listed chronologically, newest on top </li></ul><ul><li>Often, the articles are organized into categories </li></ul><ul><li>An archive of older articles </li></ul><ul><li>A way for people to leave comments about the articles </li></ul><ul><li>A list of links to other related sites, sometimes called a blogroll </li></ul><ul><li>One or more feeds </li></ul>
  19. 19. <ul><li>75 million weblogs </li></ul><ul><li>About 120,000 new weblogs each day, or... </li></ul><ul><li>1.4 new blogs every second </li></ul><ul><li>1.5 million posts per day, or... </li></ul><ul><li>17 posts per second </li></ul><ul><li>Growing from 35 to 75 million blogs took 320 days </li></ul>
  20. 20. <ul><li>22 blogs among the top 100 sources linked to in Q4 2006 </li></ul><ul><li>Tracking 230 million posts with tags or categories </li></ul><ul><li>35% of all February 2007 posts used tags </li></ul><ul><li>2.5 million blogs posted at least one tagged post in February </li></ul>
  21. 21. <ul><li>Blogs and Blogging: </li></ul><ul><li>Corporate Blog </li></ul><ul><li>Advantages: </li></ul><ul><li>Informative </li></ul><ul><li>Brand-building </li></ul><ul><li>Provide corporate insight – thinking, direction, people </li></ul><ul><li>Humanises the corporation </li></ul><ul><li>Educational </li></ul><ul><li>Provides feedback </li></ul><ul><li>Starts conversation (for the blogosphere as well as other media) </li></ul><ul><li>Creates online focus group </li></ul><ul><li>Instant crisis management tool </li></ul>
  22. 22. Blogs and Blogging: Littlewoods Direct: Corporate Blog <ul><li>Coordinates with group website style - clean and people-centric. </li></ul><ul><li>2-columns (1 split) - provides significant space to ensure clutter-free posting of good length articles. </li></ul><ul><li>Sidebar – split to look clean but informative. Contains useful group links (helps SEO), search feature and links to facilitate blog subscription. </li></ul><ul><li>Clear bookmarking tool to aid spread of message/blog. </li></ul><ul><li>Clearly defined categories and contact details </li></ul><ul><li>Includes basic spam comment moderation </li></ul>
  23. 23. Blogs and Blogging: Littlewoods Direct: Corporate Blog <ul><li>Brand-coordinated – Targeted at core additions customer </li></ul><ul><li>Lifestyle content encourages repeat visits and build community </li></ul><ul><li>Blog-based product or range launches, promote spread of online buzz – “what goes online stays online” </li></ul><ul><li>Responsive – react to fashion news quicker than print – can more quickly send visitors to new/emerging trends in online catalogue </li></ul><ul><li>Genuine 2-columns - provides good space for posting text but also product images and embedded movies </li></ul><ul><li>Sidebar – clean but informative. Contains useful group links (helps SEO), search feature and links to facilitate blog subscription </li></ul><ul><li>Catalogue sign-up – provides direct link to sign-ups for tracking </li></ul>
  24. 24. User Generated Content: <ul><li>You Tube: </li></ul><ul><li>Upload user-created video </li></ul><ul><li>47.4 million unique visitors/month </li></ul><ul><li>65,000 videos uploaded every hour </li></ul><ul><li>Add comments </li></ul><ul><li>Add tags </li></ul><ul><li>Strong Community </li></ul>
  25. 25. <ul><li>Flickr: </li></ul><ul><li>Upload photos and add tags </li></ul><ul><li>25 million unique visitors </li></ul><ul><li>14 million registered users </li></ul><ul><li>Add comments </li></ul><ul><li>Strong Community </li></ul><ul><li>Camera pride </li></ul>
  26. 26. <ul><li>Widgets: </li></ul><ul><li>Embeddable tools which take information from one source and present it in another, value-added way </li></ul><ul><li>Add value and penetration much like RSS </li></ul><ul><li>Can also generate revenue </li></ul><ul><li>Desktop widgets ensure your brand is always in touch with your consumer </li></ul>
  27. 27. Thank You. Any questions?