2. Setting the goals and objectives
Facebook
Twitter
Location and Mobile
How to use Facebook and Twitter
How to use location based services
Viral videos
Brand Ambassadors
4. Connected
Responsive
A combination of digital ads, mobile marketing,
Unique microsite, iPad/iPhone app, social media and
traditional media.
Exclusive
Integrated
5. Social Media Goals
Awareness Loyalty Drive Sales
* Brand Mentions * Recommendations * Offer redemptions
* Positive/Negative Sentiment * Referrals * Clicks throughs
* Number of active followers/
fans
6. Facebook Domination
Facebook leads top website engagement
+ $3 billion Ad spending in 2011. 600 million
users.
Sponsored Stories - Distribution of brand
conversations
Voice Chat - Skype
Currency
Places
Deals
7. Facebook Goals
Like-gating or building a
loyal fan base?
“What you want is to build a community of advocates
who truly participate, which means a consistent
dialogue, smooth feedback loop, and your fans sharing
their stories and their experiences with your brand. If
you have a large community that is quiet—is it a good
thing?”
8. Twitter Turns 5
•
From one billionth tweets in 3 years to a billion tweets a week.
•
From 50 million tweets a day to 177 million tweets a day.
•
456 tweets per second after Michael Jackson died in 2009.
•
572,000 new accounts created in one day. 460,000 new accounts created daily.
•
Mobile users increased 182% in the past year.
•
Twitter has 400 employees today, compared to eight in January 2008
9. Foursquare, Gowalla and Facebook Places
Foursquare grew 3400% in 2010
+ 7 million users.
Apple has applied to trademark the word “Places” in both Europe and
China.
More than 200 million active users accessing Facebook through their mobile
devices.
People that use Facebook on their mobile devices are TWICE as active.
There are more than 200 mobile operators in 60 countries working to
develop and promote FB mobile products.
10.
11. How to use Twitter
A customer service tool?
Promotion of Social Activities?
Brand Monitoring?
Increase sales?
12. How to use Twitter
Immediacy
A customer service tool?
Promotion of Social Activities?
Brand Monitoring?
Increase sales?
13. How to use Twitter
Immediacy
A customer service tool?
Promotion of Social Activities?
Transparency
Brand Monitoring?
Increase sales?
14. How to use Twitter
Immediacy
A customer service tool?
Promotion of Social Activities?
Transparency
Brand Monitoring?
Increase sales?
Approachability
15. Customer Service
Promotion of social activities
* Monitor what´s being said
* Launch a Twitter Chat
* Make customers aware of your
* Live reporting from events
presence
* Use hashtags
* Be engaged and authentic
* Staff appropriately 24/7 response
Brand Monitoring
Increase sales
“The New Phone”
* Advertising to specific target
* Set up listening tools like Hootsuite or Tweetdeck.
group
Follow key words.
* Offer special deals/exclusive discounts to
* Use brand monitoring tools such as Radian 6 or
Twitter followerd
Meltwater Buzz
* Look at competitors
*
16. Promotional activities for Twitter
Launch a Twitter chat
Use a Hashtag (#)
Live reporting
Designate certain people who tweet live from events
Advertising
Differentiate Twitter as “Be The First To Know”
17. Hashtags & Tracking
Oscars show - 36.4 million tweets
Super bowl 38.5 million tweets
BIG peak when the hashtag was
announced on TV
18. How To Use Facebook
TO RUN BRANDED INTERACTIVE PROMOTIONS ON FACEBOOK A COMPANY NEEDS
A VERIFIED APPLICATION.
EX: WILDFIREAPP AND FANAPPZ.
Photo/Video/Voting contests
Offer something special (25% “like” brands because they want deals or
coupons) “Behind the scenes”-info, VIP access...
Set up Places Check-in points and reward customers who check in
Sweepstakes, Polls, Quizzes e.t.c.
(A sweepstake is a contest where you collect user information and select a winner)
19. How to use FB Places and Foursquare
Set up Places/Foursquare locations
Reward “Mayors” or check-ins of your business
(A “Mayor” is a person who has checked in at your Foursquare location more than anyone else)
Communicate the deal Off AND Online
20. Why use Foursquare or Facebook Deals
Build Loyal Customers
Social Distribution
21. How does a video go viral?
Optimize for share-ability
A 15-second clip will get passed around nearly 37% more than a slightly
longer clip
Facebook accounts for three-quarters of online shares of video clips
Right target age-group
18- to 34-year-old adults and/or women. Both those groups share far more
video than their peers.
