HK4As AdSchool Digital Bootcamp Part 2 20130506

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Part 2 of the one day intensive digital marketing training workshop I gave for the Hong Kong 4As AdSchool in May 2013

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HK4As AdSchool Digital Bootcamp Part 2 20130506

  1. 1. Digital Bootcamp Part 2For Mad Men/Women 2.0by Rudi Leung
  2. 2. Part 2 Overview •  Introduction to the concepts of•  Content Marketing•  Web2.0•  Social Media•  User Generated Content•  Crowd sourcing•  Build a strong foundation in understanding•  The dynamic of human communication in theevolving digital era•  The shift of paradigm in consumer decision journey•  The role of Social Media in the changing world
  3. 3. CONTENT MARKETING 101
  4. 4. “If you go looking for a friend, you’re going to findthey’re very scarce. If you go out to be a friend,you’ll find them everywhere.” – Zig Ziglar
  5. 5. What’s Content Marketing?•  A form of marketing that provides valuable, informativematerial to an audience without a direct sales pitch or callto action•  When done correctly, content marketing positivelyinfluences a customer in either of the following ways:–  To share the content–  To deepen a relationship that ultimately turns into asale•  Paid Advertising is about PUSH•  Content Marketing is about PULL
  6. 6. Building Blocks ofA Content Marketing Strategy1.TargetedContent2.RepeatableProcesses3.ContentDistribution
  7. 7. Why content marketing is soimportant for brands?
  8. 8. 1.To Be Discovered ViaSearch Engine•  By creating quality & relevant onlinecontent to targeted audience•  Search engines see us as an authority ona specific topic of content•  Then our brand becomes more visible inorganic search results•  Ranked Higher on Google
  9. 9. 2.Builds Trust•  By creating amazing content thatresonates with our audience•  It helps them to achieve theirpsychological needs or other goals•  Brands are tapping into the rule ofreciprocation where our audience willobligated to repay us – be it shares onsocial networks or actual sales
  10. 10. Part 1 Part 2Coca-Cola In-House TrainingVideo
  11. 11. Coca-Cola Content Factory
  12. 12. The Ahh Effecthttp://www.ahhhhhh.com/
  13. 13. Our Food. Your Questions. http://yourquestions.mcdonalds.ca/
  14. 14. Oreo’s Real-time ContentMarketing•  During the 3rd quarter of SuperBowl XLVII•  A power outage at theSuperdome•  Caused some of the lights to goout for 34 minutes•  Oreo immediately tweeted anad that read “Power Out? Noproblem”•  +15,000 Retweets•  +20,000 Likes on FacebookSource: WIRED - “How Oreo Won the MarketingSuper Bowl With a Timely Blackout Ad on Twitter“-Feb 14, 2013
  15. 15. Oreo & Kit-Kat Play Tic-Tac-Toe on Twitter
  16. 16. Oreo’s 100 Days Daily TwistSource: New York Times - “For Oreo Campaign Finale, a Twist onCollaboration “- Sept 25, 2012
  17. 17. Content Marketing On MultipleSocial Media Platforms In 100 Days
  18. 18. Brands & Agencies AreEmbracing Content Marketing
  19. 19. Source: eMarketer “Content Marketing Top Priority for Digital Marketers This Year“- Jan 10, 2013
  20. 20. Advertisers Already Hired In-House
  21. 21. Brand Acts Like A MediaPublisher
  22. 22. Media Agencies Are Beefing UpTheir Content Marketing Offerings
  23. 23. Formats Of Content Marketing
  24. 24. E-BookWebinarPodcastMusicVideoWhite papersInfographicsSocial MediaContent
  25. 25. Source: eMarketer “Which Content Marketing Tactics Get the Best ROI? “- March 5, 2013Content With Best ROI
  26. 26. INTEGRATING DIGITAL(PUSH) &SOCIAL(PULL) STRATEGY INTO CAMPAIGNS
  27. 27. How The Avengers Movie Seeded ForIts Success Via Social Media & OtherMarketing Push Before Premier?
  28. 28. facebook page •  Opened Nov 3, 2010•  Constant updates toengage with fans•  Encouragediscussion•  Offer exclusiveoffers with fans
  29. 29. Advance Booking Engine
  30. 30. College Fan Screening
  31. 31. Building The Hype Via Social Media •  Online conversation slowlyincreased over the pastmonth and peaked lastFriday, when the moviemade its worldwide premiere•  At the peak, >74,000 Twittermentions of the word“Avengers,” not includingretweets or related terms•  That’s a paid off of the pre-release marketing effortsincluded an augmentedreality smartphone app and aFacebook game featuringmovie-specific characters•  In March, a trailer for the filmbroke iTunes viewing records Source: Mashable: “The Avengers Twitter Roundup” May 2012
  32. 32. Official Marketing Partners
  33. 33. Taget & Acura
  34. 34. Avengers Alliance Social Game •  Launched on Facebookin March 2012•  >1.2 million daily users•  Users can compete withfriends as theyassemble teams todefend New York Cityfrom enemy attack•  Players can also payreal money for virtualcurrency to use forcharacter upgrades andother advantages
  35. 35. Joint Promotion With Symantec •  Roadshow and sponsoredmovie previews•  Special code offers toSymantec staff and familyto crack secret weapon ofthe Avengers Alliancefacebook game
  36. 36. Walmart •  At least 600 different movie tie-in products•  In-store promotion with an AR mobile game
  37. 37. Augmented Reality Game •  An AR iPhone and Android app both a gameand in-store experience •  Users can interact and unlock superweapons with POP materials at 3,500Walmart stores in the US•  Twitter Party using the hashtag#AvengersWMT invited fans to gather inspecific Walmart locations
  38. 38. Digital Strategy ≠ Social Strategy Source: Harvard Business Review “Social Strategies That Work” (Nov 2011) PUSH PULL
  39. 39. So What Is Social Media?
  40. 40. It’s not about the technology & jargonsSource:  @EmilyCagle (h+p://twi+er.com/EmilyCagle)
  41. 41. It’s about the change in human behavior& how people communicate
  42. 42. Air New Zealand Party On The Plane•  Invited 26 fans from thebrand’s Facebook pageto get a taste of the AirNew Zealand hospitalityby enjoying its luxuriousbusiness class cuisine &wine tasting crashcourse, Kiwi style•  Generated hundreds ofphotos by the fans
  43. 43. Web 2.0•  The term was originated by O’Reilly Media in 2003 •  Web 1.0 (companies founded from 1994 – 2001, including Netscape, Yahoo!,AOL, Google, Amazon, and eBay•  Web 2.0 or Social companies founded from 2002 – 2009, including Facebook,LinkedIn, and Groupon•  Now(Web 3.0?) Mobile (from 2010 – present, such as the mobile onlyInstagram)•  When Web 2.0 companies began to emerge, they seemed to gravitate to theimportance of social connections•  Facebook got college students. LinkedIn got the white collar professionalsSource: Forbes “Heres Why Google and Facebook Might Completely Disappear in the Next 5 Years” (April 2012)
  44. 44. Web2.0BlogsUserreviewsWikisForumsRSSPodcastsSocialNetworksCompa-risonShoppingVideo/multi-mediaMobilewebPortalsWeb 2.0 At A Glance
  45. 45. Web 1.0 Web 2.0 ExplanationDoubleClick Google AdsenseFrom fixed ad to content/ context relevantadOfoto FlickrCategorize by tagging and add interactivecommunity style albumAkamai BitTorrentFrom download from main server tocollaborative up and downloading by usersmp3.com NapsterFrom searching songs through search enginesto community sharingBritannica Online WikipediaFrom big corporation to user editing andmodificationIndividual web site BloggingFrom individual web site to easily createdand interacted blogevite Upcoming.org/EVDBFrom single medium supplies eventinformation and comments to publicparticipationDomain namespeculationSearch engineoptimizationSearch individual or client product easierPageview CPC Charging scheme based on user action (click)Content ManagementSystemWikisContent of Wiki is being surfed and edited byusersIndex Tagging From category index to keywords tagWeb 1.0 à 2.0 (examples)
  46. 46. The Revolution Of Users •  The rise of Web 2.0 technology has ushered in a era where peopleare talking, ranting, complaining, praising, reviewing, and sharingeverything online for the world to see•  They are talking about products, services, companies, experiences(bad or good) and providing their feedback, on their terms•  They demand to be heard!
  47. 47. Maturing Of The Internet World •  The younger generation internet users are getting more techsavvy and sophisticated than ever •  Combination of established and newer technologies •  Creative & collaborative approach to how the web is used •  A different way of thinking about the Internet …that usesUGC(User Generated Content) and evolving technologies
  48. 48. Evolution Of The Web The explosion of internet access and usage naturally ledto lots of people wanting do more – to contribute to websites or even to create and manage their own web sites In the early days, web sites were fairly flat – dynamic,database driven sites weren’t really with us “Brochure-ware” “Interactive”
  49. 49. The Infinite Shared Space•  Infinite is enormous •  Effectively endless•  With all that choicesyou need to givepeople informationthey want and thingsthey want to do
  50. 50. Sharing – No One Is In Charge •  Social networking sites, e.g.Facebook, are perhaps theultimate act of sharing •  Leading marketersrecognize that their brandsare actually a shared space •  Online or offline, we are no longer able tocontrol what people think or say•  The attempt trying to control it is a badidea•  Stop Online PiracyAct (SOPA)
  51. 51. Changes Of Internet Usages•  It is changing – or, if your future has already arrived it haschanged, to a more complex and dynamic place•  At its heart, the change has been that people who use theinternet now collaborate more•  Many web sites and experiences are the results of inputfrom various users, not just an organization•  Brands that acknowledge this and allow for it – evenencourage it – are leading digital marketing
  52. 52. Site CentricWeb 1.0Consumer CentricWeb 2.0Evolving Digital World ...
  53. 53. Evolving Digital WorldSite Centric (Web 1.0) •  “Sticky” destinationsites •  Publishing toaudiences •  Customer = observer •  Content directories •  Clicks and page views •  Web, web, web Customer Centric (Web 2.0) •  Distributedexperiences &syndication •  Audience participation •  Customer = driver •  Content tagging •  Interaction time •  Digital (web, mobile,tablet, app, etc.)
  54. 54. BrandBrandConventional AudienceWeb 1.0Web 2.0AudienceAudience+Brand & AudienceBrand
  55. 55. Attention Interest Desire ActionAIDA model that stands for four stages inwhich the consumer might be with respectto the product The Classic Communication Model
  56. 56. •  The AIDA model is replacing by theAISAS model gradually•  It is catalyzed and pushed further in theera of Web 2.0 The New Communication ModelAttention Interest Search Action Share Source: Dentsu
  57. 57. Attention Interest Desire ActionAttention Interest Search Action Share The Shift Of Paradigm
  58. 58. Consumer Decision Journey Source: .McKinsey Quarterly “Demystifying social media” (April2012) The traditional funnel
  59. 59. Consumer Decision Journey Source: .McKinsey Quarterly “Demystifying social media” (April 2012) Decision will be influenced & made at various stages
  60. 60. Definition Of Social Media Users’ Perspective •  Conversation supported by digital tools •  Many to many dialogue Marketers’ Perspective •  Social networks, online PR, online communities,blogger outreach, or other collaborative mediaused to drive word of mouth, engagement,advocacy and obtain consumer insight
  61. 61. Before Social Media •  Friends, neighbors, or like-mindedgroup get together to chat andexchange ideas•  One to one/One to many conversation
  62. 62. After Social Media - Public •  Conversation can be facilitated in a massive scalewithout time and physical limit•  Many to many conversations•  Everybody can be a medium•  Everybody can be an influencer
  63. 63. After Social Media - Marketers •  Brand owners can leverage on social mediaplatforms to engage with their customers•  Brand advocators can also be easilydiscovered and organized together
  64. 64. Is Social Media Free? •  Most Social Media Services arefree for public•  However, Social Media Marketingis not a cheap alternative oftraditional marketing activities•  In fact, it is a labor intensiveactivity in which it requiresrigorous collaboration betweenclient and agency•  Produce tailor made content forsocial network can also be costly•  To make a social media marketingcommunication more successful &efficient, paid media support isalso necessary
  65. 65. Why Social Media Matters? To strengthenexisting relationships To meet newpeople They satisfy two basic human needsNew CustomersReferred By YourExisting Customers CurrentCustomers
  66. 66. The Old Way•  Brands talk to the mass•  Top down•  Broadcast-typecommunications•  No interaction ordialogue with audiences
  67. 67. Source: Seth Godin Tribes PUSH StrategyYou targetpeople You hunt themdown You domarketing tothem
  68. 68. The New Way•  Brands talk with the mass•  Bottom-up•  Democratizedcommunication•  Audiences demand dialoguerather than be a passivereceiver
  69. 69. Source: Seth Godin Tribes PULL StrategyYou target theloyal ones Consumersbecome yourbrand agents Consumersmarket to eachother
  70. 70. Social MediaLower The Barrier For Like-minded People To Connect
  71. 71. The Birth Of Tribes •  Connecting with others ishuman nature•  People join groups•  Seth Godin called thesegroups Tribes•  Social Media lowers thebarrier for like-minded peopleto form Tribes and connectwith each others•  No matter how small theTribe when it begins•  They will no longer be alone
  72. 72. The Dispatchwork Tribe •  Since 2007, German-born artist Jan Vormann, has been travelling theworld repairing crumbling walls and monuments with Lego•  He called this project the “Dispatchwork”
  73. 73. •  Jan Vormann inspirednumerousvolunteers(from 3 to40 year-old) aroundthe globe toparticipate•  From Brazil toLondon, to Germanyand the US,“Dispatchers” are stillfollowing and creating•  A virtual has been builtaround the world
  74. 74. UGC/ CGM •  UGC = User Generated Content •  CGM = Consumer Generated Media •  Same concept •  Represent self initiated and created text, audio,visual and video content on the digital communitysites •  Sharing amongst respective digital communities
  75. 75. CrowdSourcing •  CrowdSourcing is a process that involves outsourcing tasksto a distributed group of people•  A task or problem is outsourced to an undefined public ratherthan a specific body, such as paid employees
  76. 76. Crowd-Funding •  Kickstarter, a crowd-funding website used to get people to investrelatively tiny amounts in small tech projects or creative endeavors likemusic or video games•  Pebble, an electronic wristwatch capable of connecting to iOS orAndroid smartphones, was aimed to raise $100,000 via Kickstarter•  On April 12th 2012, the project’s Kickstarter page announced that in 28hours, $1 million was kicked in via the fundraising platform•  Raised >$6.7 million within 21 days, the minimum pledge was $1
  77. 77. CrowdShopping(GroupBuying) •  A system in whichconsumers can “gang up”to get deals or discountson services or products•  Groupon & BeeCrazy offerdaily deals to users inspecific cities•  If enough users sign on forthat day’s deal, everyonegets to participate•  Conversely if the minimumnumber of signups isn’tmet, no one gets a chanceto take advantage of thedeal
  78. 78. CrowdSourcing Marketing •  Marketing ideas or digitalcontent generated byconsumers•  The role of brands is toenable and empower theactivations
  79. 79. Session Overview •  In depth learning about the concept of•  Social Content & SEO•  Word Of Mouth Marketing•  Facebook’s algorithm•  Social Graph•  Social By Design•  Social Listening•  Case Studies
  80. 80. How Are We Using Social Media? •  Each individual has his/her own different level ofparticipation in social media•  In Asia, a growing trend shows social mediaenthusiasts are more eager to produce socialcontent than people in western countries
  81. 81. Forrester’s SocialTechnographics ladder•  Defines 7 levels ofoverlappingparticipation for socialmedia users•  Each level shows adifferent type ofparticipation
  82. 82. Source: Forrester Researchs Consumer Technographics® data
  83. 83. Why Social Content Is Crucial? Source: Brafton
  84. 84. Social Content Converts Traffic Source: Brafton
  85. 85. What Marketers Think? Source: Brafton
  86. 86. Types Of Social Media Content Text Photos Videos News clippings Aggregated storiesfrom online newsor other digitalcontent providers Repost/Share ofother social mediacontent
  87. 87. Turn Your Assets Into Something Social
  88. 88. NOT All CEOs Are Born Bloggers•  Don’t bother to blog unless you cancontribute interesting content worth forpeople to read, to share or to quote•  “Will It Blend?” is a viralmarketing campaign consisting of aseries of infomercials•  In the videos, Tom Dickson,the Blendtec founder, attempts toblend various unusual items in order toshow off the power of his blender•  Since 2006, he have ground up golfballs, cell phones, marbles, light bulbs,and matches, to name a few•  As of February 21, 2012, the Blendtecseries of videos had collected a total of188,170,865 views•  The “Will It Blend?” series are fun towatch yet effectively demonstrate thepower of the products Blendtec CEO Tom Dickson
  89. 89. Build A Community •  Do you have fans already creating contents?•  Can you build a community to aggregatethese contents?
  90. 90. PR Stunts For Photo Opportunities •  Promoting the 3D Rinko movie in Tokyo•  >50 Rinko(s) climbing from a TV set paraded on the streetand handing out movie promotional materials•  Generating viral effect via photos sharing
  91. 91. Social Media Content Strategy •  What type of content will resonate most with youraudience?•  Are there existing assets that can be leveraged?•  New content generated by brand or social influencers?•  Promotional offers?•  What is the value exchange you are looking for with yourcommunity?•  Tone must be consistent with all brand communicationsbringing the brand personality to life online•  Establish an appropriate level of frequency for both thechannel and your program (Facebook:1-5 posts per week?)•  Create a content calendar and approve with legal in advance•  Optimize the timing of your content schedule (e.g. best time ofthe week)
  92. 92. Tactics In Managing Social Content •  Audience-centric, butrelevant to brand and/or category•  Keep identifying timelyengaging topics•  Encourages responses•  Encourages sharing•  Social Media is largelyan editorial exercisetherefore goodcopywriting is key
  93. 93. Social Graph •  Described as "the global mapping ofeverybody and how theyre related“•  Popularized at theFacebook f8 conference on May 24,2007, when it was used to explainthat the Facebook Platform, whichwas introduced at the same time,would benefit from the social graphby taking advantage of therelationships between individuals,that Facebook provides, to offer aricher online experience•  The definition has been expanded torefer to a social graph of all Internetusers
  94. 94. Open Graph •  An extension of the social graph, via the Open Graph protocol, toinclude 3rd party web sites and pages that people liked throughoutthe web•  The Open Graph includes arbitrary actions and objects created by3rd party apps and enabling these apps to integrate deeply into theFacebook experience Source: facebook developer document 2012
  95. 95. Facebook App •  After a user adds your app to their Timeline, app specificactions are shared on Facebook via the Open Graph•  As your app becomes an important part of how usersexpress themselves, these actions are more prominentlydisplayed throughout the Facebook Timeline, News Feed,and Ticker•  This enables your app to become a key part of the users andtheir friends experience on Facebook Source: facebook developer document 2012
  96. 96. Define Your Action & Object •  The Open Graph allows apps to model user activities based onactions and objects. A running app may define the ability to“run” (action) a “route” (object)•  A reading app may define the ability to “read” (action) a“book” (object). A recipe app may define the ability to“cook” (action) to a “recipe” (object)•  Actions are verbs that users perform in your app•  Objects define nouns that the actions apply to•  As users engage with your app, social activities are published toFacebook which connects the user with your objects, via the action Source: facebook developer document 2012
  97. 97. News Feed Publishing•  Post to your wall, friend’s wall
  98. 98. News feed
  99. 99. Source: facebook developer document 2012
  100. 100. ExamplePost  an  Ac*vity  
  101. 101. On Your Timeline
  102. 102. Content Makes Social •  Make sure your online content isSocial Media shared friendlyespecially facebook•  If your content is mobile friendly, evenbetter•  Generate more organic traffic to yoursite•  Make your content more visible in theonline world
  103. 103. How Apps Work On Timeline
  104. 104. Social By Design - Spotify •  Being "social digital" means beingable to build and sustain a "social graph" with those who arecritical to your business eco-system•  Spotifys integration withFacebook is a great example ofthe Social by Design concept•  Allows users to share music theylisten to with their friends onFacebook (i.e. it leveragesFacebooks existing communities)•  Lets users talk about their musicinterests on Facebook (i.e. add newelements to the existing conversation)•  Uses music curated on their (i.e.Spotifys) platform to add anadditional element to users identitieson Facebook
  105. 105. Social Game - Draw Something •  A mobile drawing game assimilatesthe concept of “Social By Design”•  It allows players save their scribblesand share them on Facebook &Twitter•  Players can also attach shortmessages of up to 100 characters totheir pictures when submitted forfriends to guess•  The fun doesnt come from beatingfriends or collecting points andtrophies•  It comes from the bond you alreadyhave with the people you play with,and how that manifests itself in thedrawings Source: The Guiardian “Draw Something gets more social with chat and Facebook/Twitter sharing”(April2012)
  106. 106. 3 Core Social Elements •  Social by Design•  Community •  People your usersknow & trust Conversation •  Interactions yourusers with theircommunities Identity •  How your users seethemselves, and howthey are seen bytheir communities •  Due to the evolution of consumer behavior, nowadays’ marketersshould consider “Social” as one of the core values of theirmarketing DNA•  Social By Design is not a tactic but a practice marketers shouldcontinue instilling in their mindset•  Not only for marketing programs but also product/servicesdesigns
  107. 107. The 5C’s Of Community Content Context Connectivity Continuity Collaboration
  108. 108. Not All Facebook Posts Are Visible? http://edgerankchecker.com/
  109. 109. Not All Posts & Actions Are Equal http://edgerankchecker.com/
  110. 110. 10 Tips To Improve Your Page Rank http://edgerankchecker.com/
  111. 111. 
Activation Strategy •  Organic•  Connecting through organicactivity such as natural search andexisting points of integration •  Community•  Establish connections withindividuals through relevant onlinecommunities •  Influencer•  Engage with key opinion leadersor influencers •  Paid Media•  Generates awareness with highestguarantee of achieving goals •  Promotions•  Engage through promotionaloffers: Coupons, samples, sweeps
  112. 112. Source: Harvard Business Review “Social Strategies That Work” (Nov 2011) New Definition Of Media
  113. 113. Social Media BrandSphere •  1. Paid: Digital advertising,banners, adwords, overlays•  2. Owned: Created assets,custom content•  3. Earned: Brand-relatedconversations and user-generatedcontent•  4: Promoted: in-stream or socialpaid promotions vehicles (e.g.Twitter’s Promoted products andFacebook’s Sponsored Stories)•  5. Shared: Open platforms orcommunities where customers co-create and collaborate withbrands. (e.g. Dell’s IdeaStorm andStarbuck’s MyStarbucksIdea)Source: New Infographic: The Brandsphere by Brian Solis and JESS3Aug 2011
  114. 114. Block That Metaphor-Before Source: Harvard Business Review Social Media New Rules of Branding (Dec 2010)
  115. 115. Block That Metaphor-After Source: Harvard Business Review Social Media New Rules of Branding (Dec 2010)
  116. 116. CEPEA – Funnel Model Of Marketing •  The new consumer decision journey is CEPEA – Consider,Evaluate, Purchase, Enjoy, Advocate•  Smart social commerce should focus on the consumerdecision journey, with the objective of helping people makesmarter shopping decisions – where they most need thathelp Source: Harvard Business Review Social Media New Rules of Branding (Dec 2010)
  117. 117. Source: Harvard Business Review Social Media New Rules of Branding (Dec 2010) Consideration Set Of Brands •  Rather than begin with a large consideration set, consumers todaymanage massive choice with smaller initial consideration sets, butthat may grow, based on active evaluation•  After consideration phase, consumers will now actively evaluateoptions, seeking input from peers, reviewers, retailers, brands andcompetitors. Rather than shrink, the number of options underevaluation may grow during this phase
  118. 118. Source: .McKinsey Quarterly “Demystifying social media” (April 2012) A Holistic Approach •  Social media enables targeted marketing responses atindividual touch points along the consumer journey
  119. 119. Word Of Mouth •  You can just create word of mouth byyourself•  You can only generate word of mouthamong your customers throughexcellent product satisfaction•  Then you can amplify the word ofmouth through social media•  Unlike other media types, brandshave to earn the right to join theconversation•  We must create reasons for people toshare information from person toperson, or broadcast to manyEarn it, don’t push it
  120. 120. A New Hierarchy Of Needs?
  121. 121. Source: “Rules of Social Engagement: A Process Flow” Edelman Digital
  122. 122. Keep Asking Yourself What are you trying to achieve? IncreaseAwareness? ShiftImagery? EngageCustomers? BuildLoyalty? GenerateBuzz? Is your target reachable via SNS & what value can be added? YouTube? Twitter? Weibo? Facebook? Others? What is your strategy to get there? BrandedCommunity? InfluencersOutreach? Brand’sAdvocates? SocialContent? BrandStories?
  123. 123. Integrity Of Brand Owners •  All communications must be honest,authentic & transparent•  Whether it’s from the brand or anexternal influencer, always tell the truth•  Don’t create fake stories•  Accurately represent our products andclaims•  Any posted opinions from publishersmust be true opinions•  Never attempt to pay a social influencerfor getting a positive review•  For all testimonials, must disclose if thetestifier has any material connections toyour company
  124. 124. Be Honest & Authentic •  Follow Legal Requirements Brand & trademark legal reviewupfront•  Terms & Conditions (T&C) must be included on all sites•  For all testimonials, must disclose if the testifier has anymaterial connections to your company
  125. 125. 10 Social Marketing Principles 1.  Develop active listening and monitoring strategies2.  Gain insight about our consumers, categories, brands& products3.  Identify social influencers and mingle with them4.  Integrate social media in IMC to influence onlineconversations5.  A holistic point of view to amplify word of mouththrough various media touch points6.  Provide compelling share-worthy content7.  Motivate consumers to choose to engage with ourbrands8.  Develop long term brand relationships & brandadvocates9.  Quickly address issues & take advantage ofopportunities10.  Define a brand/company social media guideline andfollow it religiously
  126. 126. Summary Of Best Practices •  Social media allows brands toparticipate in conversations,but not control them•  Requires a comfort level withpositive and negativeconversations•  Brands must inspire word ofmouth and add value to thecommunity•  Social media requiressustained commitment,resources andresponsiveness for long termrelationship building
  127. 127. THANK YOU

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