Extending & Strengthening Brands
                          Online
              Michael Weiss – March 2009
Michael Weiss
    Internet Strategy, Marketing and

    Development
    Founded imagistic in 1997

    Clients include
...
Agenda
    Web 2.0

        Tool Sets
    
        User Generated Content
    
        Social Networking Fatigue
    
...
Web 2.0
    Too many definitions



    Changes from 1.0 to 2.0

        Britannica Online 
    
        Wikipedia
   ...
Web 2.0 – Tool Sets
    User Generated Content

        First – let’s search for it
    
        www.google.com
    Let’...
Web 2.0 – Tool Sets
    User Generated Content

        Commenting
    
            IMDB
        

        Ratings
    ...
Social Networking
    Sites

        Facebook links your past – 276 million
    
        uniques
             Do you rea...
Social Media
    Social Media Marketing = Word of Mouth =

    Awareness
    Social media marketing is

    harnessing t...
Social Media
    Find those consumers

    Listen to them

    Amplify their voice

    Engage them with the

    info...
Social Media
    Your audience is living in the

    new media space
        On Social Networks
    
        (Myspace, F...
Social Media – The Good
    New Band – Chickenfoot

        Wikipedia
    
        Facebook
    
        MySpace
    
...
Social Media – The Bad
    According to a recent study

    by the Society for New
    Communications
    Research, 59% o...
Social Media – The Ugly
    Leann Rimes

        Caught on a Security Camera
    
        Her Blog
    
        He stat...
Social Media – Blog Influencers
    These people will

    become your best
    friends
    There are blogs for

    eve...
Social Media – Conversation Monitoring
    Blogs, Boards, Forums

    They are talking about

    you
        Find them
...
Content
    Your content is a living thing

    As you spread the word through

    many channels it is critical your
  ...
Content – It’s a Conversation
    Marketing on the web used

    to be pushing content to
    your audience, hoping they
...
Content - Management
    Managing content has

    become an everyday
    activity.
    Managing content has

    become...
Conclusion
    Social Networking = Bad

    Community = Good

    Take control of your

    content
    Accept the fact...
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Extending and Strengthening Brands Online using Social Media

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These are the slides from a presentation I gave at Pepperdine University for MBA candidates. It focuses on Social Media.

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Extending and Strengthening Brands Online using Social Media

  1. 1. Extending & Strengthening Brands Online Michael Weiss – March 2009
  2. 2. Michael Weiss Internet Strategy, Marketing and  Development Founded imagistic in 1997  Clients include  CPK  ACLU  Estee Lauder  First 5 LA  Technicolor  Hollywood.com 
  3. 3. Agenda Web 2.0  Tool Sets  User Generated Content  Social Networking Fatigue  Social Media  Blog Influencers  Conversation Monitoring  Content  Traditional Media = Monologue  Social Media = Dialogue 
  4. 4. Web 2.0 Too many definitions  Changes from 1.0 to 2.0  Britannica Online   Wikipedia Stickiness  Syndication  Personal Web Sites   Blogs Publishing  Participation  Ofoto  Flickr  Email  Twitter 
  5. 5. Web 2.0 – Tool Sets User Generated Content  First – let’s search for it  www.google.com Let’s quickly discuss Google  and how it works SEO  How Social Media Helps  Linking  The “Cool Kids” Theory  SEM  When to pay for clicks 
  6. 6. Web 2.0 – Tool Sets User Generated Content  Commenting  IMDB  Ratings  Hollywood.com  Reviews  Rotten Tomatoes  Blogs  WordPress  Social Sites  Facebook  MySpace 
  7. 7. Social Networking Sites  Facebook links your past – 276 million  uniques Do you really want to broadcast this?  LinkedIn is your present – 37 million  members Great business tool  Twitter is your future – 1.5 million Tweets a  day The current killer app  http://www.social-cache.com/2009/02/facebook-linkedin-twitter-past-  present-and-future Why people choose to visit online social  sites: Who likes me?  Is everything okay?  How can I become more popular?  What's new?  I'm bored, let's make some noise  Seth Godin, March 24, 2009 
  8. 8. Social Media Social Media Marketing = Word of Mouth =  Awareness Social media marketing is  harnessing that media to drive conversation, build awareness and spark word of mouth around a brand, individual or particular subject matter.
  9. 9. Social Media Find those consumers  Listen to them  Amplify their voice  Engage them with the  information and content they're asking for. Zicam is focusing on the word Cold and following it  on Twitter; then they are hitting people with coupons
  10. 10. Social Media Your audience is living in the  new media space On Social Networks  (Myspace, Facebook, LastFM) Sharing and Bookmarking sites  (Digg, Stumbleupon) Opinion and voting sites  UGC and video sites  (YouTube, DailyMotion) And a variety of communities and  blogs targeting niche interests.
  11. 11. Social Media – The Good New Band – Chickenfoot  Wikipedia  Facebook  MySpace  Mahalo  The Noise Board  Word Press  Industry Blogs/Sites  UltimateGuitar.com  Van Halen News Desk 
  12. 12. Social Media – The Bad According to a recent study  by the Society for New Communications Research, 59% of consumers use social media to vent their frustrations about service experience, and research other consumers’ experience with service before dealing with them. Example: The Tax Club  Google Results 
  13. 13. Social Media – The Ugly Leann Rimes  Caught on a Security Camera  Her Blog  He states on Twitter “I Love My Wife!”  The Blogosphere  Allie Is Wired – play by play  LaineyGossip – 70k uniques/month  Perez Hilton – 242 M global page  views/month Just Jared – 51 M global page  views/month
  14. 14. Social Media – Blog Influencers These people will  become your best friends There are blogs for  every topic Find the top 10 and get to  know them A mention on an  influential blog can do wonders for your brand And it’s basically free  marketing!
  15. 15. Social Media – Conversation Monitoring Blogs, Boards, Forums  They are talking about  you Find them  Get into the conversation  Influence it  Control it  This is a daily activity 
  16. 16. Content Your content is a living thing  As you spread the word through  many channels it is critical your content is well written, concise and consistent. When you broadcast your message  on many channels you are in fact extending and strengthening your brand. It is crucial that all of your outlets  support each other and create the sense of an integrated and consistent image.
  17. 17. Content – It’s a Conversation Marketing on the web used  to be pushing content to your audience, hoping they would read it, consider, select, purchase , use, and recommend. Now, online marketing is a  conversation between you and your audiences. User generated  content, regardless if you like it or not, is now part of your content strategy. And with that, comes the responsibility to manage it.
  18. 18. Content - Management Managing content has  become an everyday activity. Managing content has  become a responsibility. There are tools that can  help you do this Content Management  Systems Software As a Service  Installed  Open Source  The Good, The Bad, The  Ugly
  19. 19. Conclusion Social Networking = Bad  Community = Good  Take control of your  content Accept the fact that  people are talking about you So be careful about what  you say and how you say it. Any Questions? 

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