I chose the chapters in the Scott book dealing with soc. Media, video, and podcasting. I’ll be talking about their importance for marketing and some good practice tips for these 3 areas.
• There’s a ton of statistics that back this up:As of early 2009 ¾ all US internet users visited social networking sites (around 140 million).• Marketers must understand that the people that best spread our ideas and stories are not necessarily the traditional routes like Wall St Journal or ads, but now might be the bloggers.
Using the metaphor of the Web as a city, as the book does, You can Look at social media like a cocktail party in that city: b/c• it’s fun, you WANT to go, you meet people, youmight have good conversations, and you don’t expect ads everywhere
The heavy hitter we all know is FB. 175 million people log on every day.• FB is becoming the main way people keep in touch with each other and organizations they care about, therefore marketers must understand the importance of this tool.
• Its informal, 2-way nature is great b/c it lets potential customers actively take part in conversations about the brand3 ways to market on FB:• 1st is friend-to-friend communication = easiest. Just use profile to describe yourself.
2nd is GROUPS + fan pages• Groups are More in-depth, keep interested people informed• View on their own time, less intrusive than email updatesFAN PAGESLess in-depth, less exclusive, but long-term
3rd way to build your brand in FB is through applications• They’re relatively easy to make, cost nothing to launch, which Allows marketers to try something creative and new without much loss• If people like it, the exposure could be tremendous, like thousands per day, if not millions, like FarmVille.
The goal of marketing in social media is to build and expand an online following. It’s not about explicit advertising.• One way is through fun online personalities, like Helga’s profile on Myspace. She’s funny, engaging, and all about VWs.• No sleazy fake profiles of “real” people that are into your product.
• aka microblogging, is more concisethan a blog, and more casual than an email• When you start, make sure to go to Twitter’s search engine to see what people say (or haven’t said) about your product• Make sure you participate by following and responding to othersLady Gaga is the #1 followed tweeter now: has 6.5 million followersA good way to start getting a following is to participate, to follow and respond to others, just as you should in the blogosphere.
Tips on personal branding• Know that your online actions are a reflection of your personal branding• Profiles need to look good and no silly IDs or locations unless that works for you • Pick right social networking sites for you and your business: FB, LinkedIn, Myspace• Connect in real life as well as social media
There are many ways to optimize your social network pages. Here are a few:• Target specific audience• Create valuable or interesting content that people want to check out• Remember it’s a 2-way medium: Participate• Try new things, Experiment, b/c this is all new to everyone• Create many links
An example of a successful social media marketing campaign is Ford’s Fiesta Movement.• Gave 100 social media “agents” Fiestas for 6 months• Who then had to tell their experiences/stories through social media sites• It worked and created a buzz.
There are lots of pointers about social media. Some that stood out to me were:• Participate and be a genuine part of the action, • That this is not the place for advertising• Try new things, experiment: b/c this is all new and evolving and there are no rulesno sleazy fake profiles.• Most important marketing takeaway is that it is not about generating hype.• Try new things: Remember it’s an evolving beast, it’s hard to go too wrong if you are just experimenting.
The next medium for marketing is video.• Get to it: video for for Web marketing is pretty new with most companies. The sooner you do, the better the competitive edge against those that don’t.• Create relevant content that targets your group with information that interests them.James Lipton for LG: social cause: b4 you text, give it a ponder, use the power of the beard.The next medium for marketing and communicating to your audience is video.
• Video is not just for TV commercials, it’s also web content on social media sites• With this in mind, remember that it means it’s a 2-way conversation with your community. They can reply and comment.A great example is the Old Spice guy that replies on YouTube to tweets from fans
The popularity and ease of the Flip video camera has turned it into an Essential tool for marketers,b/c you can:• always be ready to document any interaction• quickly post video• or show how your product works or is made
Once you’ve figured out what to shoot and how you want to create it, then you need to get it out there:• Post to video-sharing sites• Develop online video channel• Vlogging ……..-video part of your blog• Vodcasts ………- subscription based video - Lost• Invite customers to submit videoif all goes well, it’ll go viral
3rd medium is Podcasting, which is audio contentLike FB groups, it’s an easy way to communicate to those that are interested, who then listen when they want.Always consider who this will go out to, so tailor it to them.There are a few main things for you to consider…which is subscription-based audio content.
• Be prepared. Have a script laid out ahead of time, …….know how to pronounce tricky words.• Might have to Edit your recording• Add Tags to your audio, to make it easier to search and find• Host and distribute so people can get the podcast • Promote it in every other media you can get to• A companion blog is often useful for discussing context and searches
Are you ready to use these tools for marketing?In Social media: Networking sites, twitter, blogs, personal brandingVideo: in all it’s online forms: video sites, video podcastingPodcasting:
Sung se me_ignite_podcasts_socialmedia
Social Media + Video + Podcasting for Marketers!<br />By SeMe Sung <br />
Social media are important<br />As of early 2009, ¾ of all US Internet users visited social networking sites (~140 million)<br />Influential voices no longer coming from traditional sources<br />
Social media are important<br />It’s like a cocktail party!<br />
Final thoughts<br />Strong soc. media ties lead to stronger relationships<br />Transparency and authenticity<br />Don’t try to build hype, no creepy fake profiles<br />Not an explicit advertising channel<br />Be a thought leader, develop info people want to absorb<br />Create content right for your market<br />Decide which soc.net. sites work best for you and your audience<br />Participate and become a valued member of your target community<br />A loyal following can be powerful<br />
Video<br />Get to it<br />Target market & content<br />