Social Media 101: Creating Conversations In Social Circles


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This is a presentation I gave last year on the relevance of social media and the power of converting marketers thinking about creating a conversation strategies as opposed to communications strategies for their brands.

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Social Media 101: Creating Conversations In Social Circles

  1. 1. Developing Social Media Strategies : The Social Net 101 By: Joanna Pe ña-Bickley Vice President, Interactive | Group Creative Director DIGITAL MARKETING +
  2. 2. CONSUMER ENGAGEMENT IN THE ONLINE COMMUNITES <ul><li>The interactive media channels are filled with noise of marketers, bloggers, traditional media outlets, shoppers and retailers. </li></ul><ul><li>The key to successfully developing an idea that will encourage brand engagement online is utilizing the many online outlets in a respectful, fun and engaging way. </li></ul><ul><li>A combination of these interactive tactics will allow us to begin conversations in the larger social circles in online communities. </li></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Broadband content </li></ul></ul><ul><ul><li>Gaming </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Consumer generated media </li></ul></ul><ul><ul><li>Mobile content or gaming access </li></ul></ul>
  3. 3. SOCIAL MEDIA & BROADBAND FACTS TO CONSIDER <ul><li>45,000 Videos are uploaded to YouTube a day </li></ul><ul><li>The “C”-Generation is harsh critic of TV advertising if it is not relevant to them </li></ul><ul><li>The consumer we seek wants to be heard and strives for creative input </li></ul><ul><li>According to Arbitron the majority of homes with broadband connections are watching more original content in the form of online videos </li></ul><ul><ul><li>Television usage is lower in homes with broadband connections </li></ul></ul><ul><li>In 2004, 30 million households have broadband connections </li></ul><ul><li>Every major social networking site has developed mobile functionality to access your social network when you are on the go via your phone </li></ul><ul><li>According to a study done by the MMA(Mobile Marketing Assoc.), 22% of mobile phone users were open to receiving and engaging with products via their mobile phone. </li></ul><ul><ul><li>61% of the respondents were in the female/male 16 to 24 age range. </li></ul></ul>
  4. 4. BRANDED SOCIAL NETWORKING THAT WORKS <ul><li>Many brands have ventured into the social networking space to augment their offline marketing activities. </li></ul><ul><li>The brands that have done well are brands that used a combination of community passion points, in conjunction with a mix of moderated interactive media that allowed users to: </li></ul><ul><ul><li>Create </li></ul></ul><ul><ul><li>Contribute </li></ul></ul><ul><ul><li>Share </li></ul></ul><ul><ul><li>Post to other sites </li></ul></ul>
  5. 5. THE SOCIAL NETWORK SCENE <ul><li>1% of the user population might start a group (or a thread within a group) </li></ul><ul><li>10% of the user population might participate actively, and actually author content whether starting a thread or responding to a thread-in-progress </li></ul><ul><li>100% of the user population benefits from the activities of the above groups (lurkers) </li></ul>
  6. 6. HOW DO WE BREAK THROUGH? <ul><li>Honesty </li></ul><ul><li>Relevant lifestyle content </li></ul><ul><li>Embrace their contributions </li></ul><ul><li>Respect their input </li></ul><ul><li>Give them conversation starters </li></ul><ul><li>Let them finish our sentences </li></ul>
  7. 7. THE FIVE BEST SOCIAL MEDIA <ul><li>MySpace </li></ul><ul><li>Beebo </li></ul><ul><li>FaceBook </li></ul><ul><li>Friendster </li></ul><ul><li>My Yearbook </li></ul>
  8. 8. THE WORLD OF ONLINE COMMUNITES <ul><li>MUSIC </li></ul><ul><li>VIDEO </li></ul><ul><li>SPORTS </li></ul><ul><li>ART </li></ul><ul><li>FASHION </li></ul><ul><li>GAMING </li></ul><ul><li>SECOND LIFE </li></ul>
  9. 9. TAPPING THE SOCIAL SCENE FOR CONTAGOIUS RESULTS <ul><li>Think Big - Start Big </li></ul><ul><ul><li>Seeding - Seeding is placing , posting and promotion of the campaign material and original content in high traffic content sections of numerous websites, blogs, forums and entertainment sites - or connection points </li></ul></ul><ul><ul><ul><li>i.e.Develop one main social community on My Space and plant seeds in parallel and intersecting communities on Bebo, Facebook and Friendster </li></ul></ul></ul><ul><li>Go Local To Be Global </li></ul><ul><ul><li>Seed locally to reach a global audience </li></ul></ul><ul><ul><ul><li>Seeding press and multimedia widgets in local online journals and blogs will be enough to fuel the flames for a national presence </li></ul></ul></ul><ul><li>Keep it Simple & Short </li></ul><ul><ul><li>Serving content to our target audience wherever they are in their own language makes it significantly easier to interact with the campaign material. </li></ul></ul><ul><ul><ul><li>Its more than your :30 second spot, its content that entices the user to play more. The net allows you to have :45 to :60 seconds to tell a story that is relevant to their life. </li></ul></ul></ul><ul><ul><li>Content must be easy to access, share and easy to use. </li></ul></ul><ul><ul><ul><li>Widgets that broadcast Ice Breakers content on personal home pages help spread the brand. </li></ul></ul></ul><ul><li>Content Is King </li></ul><ul><ul><li>Respecting the audience includes having a focus on high quality content </li></ul></ul><ul><ul><li>Contagious content uses the audience to propagate itself </li></ul></ul><ul><ul><ul><li>Be relevant, entertaining and be at the right place with the right content. </li></ul></ul></ul><ul><li>Track, evaluate, benchmark and optimize your online media </li></ul><ul><ul><li>Track your people connections </li></ul></ul><ul><ul><li>Track your widget reposts </li></ul></ul><ul><ul><li>Tag your content </li></ul></ul><ul><ul><li>Track the number of streams </li></ul></ul><ul><ul><li>Track the click paths </li></ul></ul><ul><ul><li>Cookie users </li></ul></ul>
  10. 10. A GENTLE BLEND ON ONLINE SOCIAL TACTICS <ul><li>Rich Media that allows the consumer to interact, play and aggregate their own point of view </li></ul><ul><li>Widgets that are compatible with all online communities and social networking sites will allow users to repost our content for maximum exposure </li></ul><ul><li>Real Simple Syndications (RSS) and live feeds to the program allow us to deliver rich content and updates to multiple devices </li></ul><ul><ul><li>Computers, IPods, mobile phones, online communities, personalized web pages and participating blogs and message boards. </li></ul></ul><ul><li>In store engagement </li></ul><ul><ul><li>Connect people to the Ice Breakers community at store locations </li></ul></ul><ul><li>Ask the consumer to participate offline and take the fun online. </li></ul><ul><ul><li>Encourage and reward users who get offline and recommend your product to others </li></ul></ul>
  11. 11. By: Joanna Pe ña-Bickley Vice President, Interactive | Group Creative Director ON : DIGITAL MARKETING + MORE AT: