This document discusses social media and how to effectively implement it. It begins by defining social media as online conversations and discusses why companies should engage in social media due to the fundamental shift in communication. It then provides tips on how to implement social media through careful word choice, learning about audiences, and choosing appropriate channels. Examples are given of companies like Dell, Comcast and Starbucks that have effectively used social media. References are provided at the end.
Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firm’s real world examples.
A helpful whitepaper aimed at providing a brief description of social media, its importance and insights on how dealerships can integrate social media into their marketing strategies.
Building a Digital Strategy within Travel April 2011David Atkins
Online Travel Marketing, Social, Mobile, Web, OTAs, Google, Google Hotel Ads, Facebook, FCommerce, MCommerce, Expedia, Orbitz, Travelocity, Priceline, NY Hotels- Presented April 12th 2011 NYC by David Atkins Digital DNA Infusion, LLC
www.digitaldnainfusion.com
The document outlines several marketing trends predicted for 2011, including increased focus on engagement, emotional connections with consumers, and corporate social responsibility. Other trends involve high consumer expectations, consideration of various impacts, integration of social media and other channels, growth of e-commerce and mobile marketing. Marketers are advised to provide unique experiences and value across all channels to meet consumer demands.
The document challenges the traditional Paid, Owned, Earned (POE) model of digital marketing. It argues that the POE model has become Paid, Paid, Paid (PPP) as content distribution is now dominated by a few large platforms like Google and Facebook, requiring marketers to pay to reach audiences. It also notes that people's attention spans are shrinking and they are less likely to organically share content. The document proposes a new POE framework that focuses on paying for emotional content, earning word-of-mouth from talkable content, and owning rational explanations. It provides brand examples to illustrate this approach.
The study of e commerce service systems in global viral marketing strategyIAEME Publication
This document discusses viral marketing and e-commerce service systems. It defines viral marketing as a strategy that encourages people to voluntarily pass along a marketing message, potentially reaching many people at low cost. The document examines characteristics of effective viral marketing, including being simple, providing value, and utilizing existing social networks. It provides examples of companies like Hotmail that used viral strategies successfully. Benefits include increased brand awareness at low cost by leveraging social sharing.
Measuring Value Of New Media Channels While Combining Them With Traditional C...Shael Sharma
4th Annual Corporate Communications ForumBombay 14-15 May’09:
Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World
Accurately predicting which technologies, channels and strategies succeed in the future has a profound impact on marketers seeking to allocate their resources and marketing dollars more effectively. Location3’s new white paper provides in-depth insight from leading industry experts into the trends and services that will impact profitability and drive future growth.
Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firm’s real world examples.
A helpful whitepaper aimed at providing a brief description of social media, its importance and insights on how dealerships can integrate social media into their marketing strategies.
Building a Digital Strategy within Travel April 2011David Atkins
Online Travel Marketing, Social, Mobile, Web, OTAs, Google, Google Hotel Ads, Facebook, FCommerce, MCommerce, Expedia, Orbitz, Travelocity, Priceline, NY Hotels- Presented April 12th 2011 NYC by David Atkins Digital DNA Infusion, LLC
www.digitaldnainfusion.com
The document outlines several marketing trends predicted for 2011, including increased focus on engagement, emotional connections with consumers, and corporate social responsibility. Other trends involve high consumer expectations, consideration of various impacts, integration of social media and other channels, growth of e-commerce and mobile marketing. Marketers are advised to provide unique experiences and value across all channels to meet consumer demands.
The document challenges the traditional Paid, Owned, Earned (POE) model of digital marketing. It argues that the POE model has become Paid, Paid, Paid (PPP) as content distribution is now dominated by a few large platforms like Google and Facebook, requiring marketers to pay to reach audiences. It also notes that people's attention spans are shrinking and they are less likely to organically share content. The document proposes a new POE framework that focuses on paying for emotional content, earning word-of-mouth from talkable content, and owning rational explanations. It provides brand examples to illustrate this approach.
The study of e commerce service systems in global viral marketing strategyIAEME Publication
This document discusses viral marketing and e-commerce service systems. It defines viral marketing as a strategy that encourages people to voluntarily pass along a marketing message, potentially reaching many people at low cost. The document examines characteristics of effective viral marketing, including being simple, providing value, and utilizing existing social networks. It provides examples of companies like Hotmail that used viral strategies successfully. Benefits include increased brand awareness at low cost by leveraging social sharing.
Measuring Value Of New Media Channels While Combining Them With Traditional C...Shael Sharma
4th Annual Corporate Communications ForumBombay 14-15 May’09:
Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World
Accurately predicting which technologies, channels and strategies succeed in the future has a profound impact on marketers seeking to allocate their resources and marketing dollars more effectively. Location3’s new white paper provides in-depth insight from leading industry experts into the trends and services that will impact profitability and drive future growth.
This document discusses navigating the changing customer landscape. It outlines 5 major shifts impacting customers: 1) demographic shifts like population growth and aging, 2) technological innovations increasing speed, connectivity and data capture, 3) globalization resulting in more diverse languages and markets, 4) saturation of marketing channels reducing impact, and 5) brands experiencing less control and needing to focus on experiences, trust and transparency over logos. Success requires understanding these changes and how they impact customer mindsets at each stage from awareness to evangelism.
The document discusses how social media is becoming increasingly important and accessible, but still faces challenges regarding inclusion of people with disabilities. It summarizes SSB Bart Group's expertise in accessibility consulting and testing to help organizations ensure their social media strategies are inclusive. Key points include the growth of mobile social media, integration of social platforms across the web, use of location services, and the importance of educating stakeholders about accessibility best practices.
This document provides an executive summary of research conducted by the IBM Institute for Business Value on customer engagement through social media. The research found that while consumers are embracing social media, most do not see it as a way to connect with brands and companies. Instead, customers are pragmatic and want tangible value in exchange for their attention and data on social platforms. The report also uncovered gaps between what businesses think customers want from social interactions and what customers actually report. Overall, the research highlights that businesses need to design social media experiences focused on delivering value to customers, rather than assuming customers want to engage to feel connected to brands.
This document discusses viral marketing strategies for global competition on the internet. It begins by providing background on how the internet has become a new marketing battlefield and mass media advertising is becoming ineffective. It then defines viral marketing as a technique where information about products or companies is strategically seeded so customers voluntarily spread it to others like a virus. The document outlines six elements of an effective viral marketing strategy, including giving away valuable products/services for free, making the message easy to transfer to others, and taking advantage of existing communication networks. It emphasizes that viral marketing allows companies to gain rapid awareness at low cost through exponential growth as the message is spread person to person.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
Digital Engagement: 5 Steps to Build, Analyze & Measure Your Digital Engageme...SnapApp
In today’s digital world, customers and fans demand engagement across channels; but most companies still struggle with a comprehensive strategy that combines the content, involvement & acquisition tactics required to do so. See examples that any business can use to build a strategy that fuels growth.
This document summarizes the business model of OPN, a direct selling company that utilizes a social networking platform called SiteTalk. It discusses how the combination of direct selling and social media is a powerful model that is growing, especially in developing countries. SiteTalk allows members to connect socially and shop online. It rewards both paying and free members with a loyalty program. The document presents quotes from OPN leaders about how SiteTalk is changing direct selling by putting the power of social networks in people's hands.
The document discusses how marketing has evolved with the rise of Web 2.0, noting that Web 2.0 is defined by an open platform that harnesses collective intelligence and rich user experiences. It also outlines challenges faced by Monster.ca in adapting to emerging conditions where seeker behavior has changed and competition has increased, recommending strategies like making the seeker the focus, improving reach through digital marketing, and enhancing the employer value proposition.
Relationships and experiences are no longer virtual but due to the Social World they have become Real. Circles of Relationship (ask google +) have become tighter and one’s manifestation in the Social World is no longer a login ID but it is the portrayal of oneself. In fact, we stand at a turning point where the virtual world is no longer an extension of the brick and mortar world, but entities from the virtual world will soon be occupying physical space of the real world.
Singley + Mackie provides various social media services including community management, analytics and reporting, Facebook application development, video production, and promotions. They aim to help brands grow their marketable base through engagement and conversions. As a virtual agency, they employ strategic and creative experts around the world to design effective social media campaigns.
Be prepared to leverage social in the digital era abca cwiaCohn & Wolfe
The document discusses leveraging social media in the digital era. It covers assessing readiness for social media, how to leverage platforms like Weibo in China, and developing a social media strategy. Key points include checking if a company has clear social media goals, budget, and resources before engaging. It also provides tips on content strategy, influencer relations, and measuring social media efforts. The overall message is that social media can increase exposure and help close business, but proper preparation and planning is required.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
Brands must adapt to consumers' increasing use of social media and digital channels. As attention becomes more distributed, brands need new ways to stand out. Content shelf-life is also shrinking, requiring brands to continuously stay fresh. Social media is growing through demographic diversification, with more older users joining. Growth also comes from effective content distribution across platforms. Most consumers expect brands to interact with them on social media. This will influence marketing spending and tactics in 2010. Personal brands are also growing in importance and some see benefits in authenticity and talent attraction, but risks like employee departures remain. Servicing is an opportunity for customer engagement, but brands must expand beyond traditional channels to platforms like social media. Metrics like engagement and monet
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
The document discusses how the NHS can better use social media to increase patient involvement. It outlines that some patients are already engaged through channels like Twitter, Facebook, and patient feedback sites. However, more can be done to strategically use social media to improve services based on patient input. While some patients use social media, others are hesitant. The NHS needs to find ways to join existing online conversations to understand patient perspectives and enhance involvement in a way that leads to real changes.
The document discusses how the web is being rebuilt around people based on their social networks and relationships. It notes that people live in networks that influence what they do, where they go, and what they buy. Businesses need to understand behavior and networks, not just technology, to adapt to this change. Specifically, people have multiple independent friend groups and different types of relationships within those groups, with stronger ties to some.
10 ways to be a marketing genius like lady gagapressepapiers
Lady Gaga has achieved great success through savvy marketing and connecting with fans. The document outlines 10 ways to be a marketing genius like Lady Gaga, including having a strong opinion on issues, leveraging social media, differentiating yourself, monetizing opportunities, giving fans ways to connect, treating fans well, being controversial, having influential allies, producing high quality work, and having a clear purpose. The marketing behind Lady Gaga is calculated and focused on engaging customers through social media and building loyalty.
The document provides guidance on content curation. It defines content curation as selecting, spreading, and creating relevant content for one's network. It recommends choosing a passion as a niche, building a list of quality sources to follow, using tools like Google Reader to aggregate content, and incorporating a daily routine of reading, tagging, and spreading content. It also suggests following opinion leaders, having a home base to share original stories, curating conferences, sharing books, and tracking metrics.
This document discusses navigating the changing customer landscape. It outlines 5 major shifts impacting customers: 1) demographic shifts like population growth and aging, 2) technological innovations increasing speed, connectivity and data capture, 3) globalization resulting in more diverse languages and markets, 4) saturation of marketing channels reducing impact, and 5) brands experiencing less control and needing to focus on experiences, trust and transparency over logos. Success requires understanding these changes and how they impact customer mindsets at each stage from awareness to evangelism.
The document discusses how social media is becoming increasingly important and accessible, but still faces challenges regarding inclusion of people with disabilities. It summarizes SSB Bart Group's expertise in accessibility consulting and testing to help organizations ensure their social media strategies are inclusive. Key points include the growth of mobile social media, integration of social platforms across the web, use of location services, and the importance of educating stakeholders about accessibility best practices.
This document provides an executive summary of research conducted by the IBM Institute for Business Value on customer engagement through social media. The research found that while consumers are embracing social media, most do not see it as a way to connect with brands and companies. Instead, customers are pragmatic and want tangible value in exchange for their attention and data on social platforms. The report also uncovered gaps between what businesses think customers want from social interactions and what customers actually report. Overall, the research highlights that businesses need to design social media experiences focused on delivering value to customers, rather than assuming customers want to engage to feel connected to brands.
This document discusses viral marketing strategies for global competition on the internet. It begins by providing background on how the internet has become a new marketing battlefield and mass media advertising is becoming ineffective. It then defines viral marketing as a technique where information about products or companies is strategically seeded so customers voluntarily spread it to others like a virus. The document outlines six elements of an effective viral marketing strategy, including giving away valuable products/services for free, making the message easy to transfer to others, and taking advantage of existing communication networks. It emphasizes that viral marketing allows companies to gain rapid awareness at low cost through exponential growth as the message is spread person to person.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
Digital Engagement: 5 Steps to Build, Analyze & Measure Your Digital Engageme...SnapApp
In today’s digital world, customers and fans demand engagement across channels; but most companies still struggle with a comprehensive strategy that combines the content, involvement & acquisition tactics required to do so. See examples that any business can use to build a strategy that fuels growth.
This document summarizes the business model of OPN, a direct selling company that utilizes a social networking platform called SiteTalk. It discusses how the combination of direct selling and social media is a powerful model that is growing, especially in developing countries. SiteTalk allows members to connect socially and shop online. It rewards both paying and free members with a loyalty program. The document presents quotes from OPN leaders about how SiteTalk is changing direct selling by putting the power of social networks in people's hands.
The document discusses how marketing has evolved with the rise of Web 2.0, noting that Web 2.0 is defined by an open platform that harnesses collective intelligence and rich user experiences. It also outlines challenges faced by Monster.ca in adapting to emerging conditions where seeker behavior has changed and competition has increased, recommending strategies like making the seeker the focus, improving reach through digital marketing, and enhancing the employer value proposition.
Relationships and experiences are no longer virtual but due to the Social World they have become Real. Circles of Relationship (ask google +) have become tighter and one’s manifestation in the Social World is no longer a login ID but it is the portrayal of oneself. In fact, we stand at a turning point where the virtual world is no longer an extension of the brick and mortar world, but entities from the virtual world will soon be occupying physical space of the real world.
Singley + Mackie provides various social media services including community management, analytics and reporting, Facebook application development, video production, and promotions. They aim to help brands grow their marketable base through engagement and conversions. As a virtual agency, they employ strategic and creative experts around the world to design effective social media campaigns.
Be prepared to leverage social in the digital era abca cwiaCohn & Wolfe
The document discusses leveraging social media in the digital era. It covers assessing readiness for social media, how to leverage platforms like Weibo in China, and developing a social media strategy. Key points include checking if a company has clear social media goals, budget, and resources before engaging. It also provides tips on content strategy, influencer relations, and measuring social media efforts. The overall message is that social media can increase exposure and help close business, but proper preparation and planning is required.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
Brands must adapt to consumers' increasing use of social media and digital channels. As attention becomes more distributed, brands need new ways to stand out. Content shelf-life is also shrinking, requiring brands to continuously stay fresh. Social media is growing through demographic diversification, with more older users joining. Growth also comes from effective content distribution across platforms. Most consumers expect brands to interact with them on social media. This will influence marketing spending and tactics in 2010. Personal brands are also growing in importance and some see benefits in authenticity and talent attraction, but risks like employee departures remain. Servicing is an opportunity for customer engagement, but brands must expand beyond traditional channels to platforms like social media. Metrics like engagement and monet
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
The document discusses how the NHS can better use social media to increase patient involvement. It outlines that some patients are already engaged through channels like Twitter, Facebook, and patient feedback sites. However, more can be done to strategically use social media to improve services based on patient input. While some patients use social media, others are hesitant. The NHS needs to find ways to join existing online conversations to understand patient perspectives and enhance involvement in a way that leads to real changes.
The document discusses how the web is being rebuilt around people based on their social networks and relationships. It notes that people live in networks that influence what they do, where they go, and what they buy. Businesses need to understand behavior and networks, not just technology, to adapt to this change. Specifically, people have multiple independent friend groups and different types of relationships within those groups, with stronger ties to some.
10 ways to be a marketing genius like lady gagapressepapiers
Lady Gaga has achieved great success through savvy marketing and connecting with fans. The document outlines 10 ways to be a marketing genius like Lady Gaga, including having a strong opinion on issues, leveraging social media, differentiating yourself, monetizing opportunities, giving fans ways to connect, treating fans well, being controversial, having influential allies, producing high quality work, and having a clear purpose. The marketing behind Lady Gaga is calculated and focused on engaging customers through social media and building loyalty.
The document provides guidance on content curation. It defines content curation as selecting, spreading, and creating relevant content for one's network. It recommends choosing a passion as a niche, building a list of quality sources to follow, using tools like Google Reader to aggregate content, and incorporating a daily routine of reading, tagging, and spreading content. It also suggests following opinion leaders, having a home base to share original stories, curating conferences, sharing books, and tracking metrics.
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Navigating Social Media in the Automotive IndustryDMEautomotive
A helpful whitepaper by DMEautomotive, aimed at providing a brief description of social media, its importance and insights on how dealerships can integrate social media into their marketing strategies.
Social media marketing is growing rapidly and is key to future marketing success. It involves understanding social networks, applying tactics like content marketing, and creating a social media plan. Content is the most important factor, and should be shared across social networks and search engines. The process involves assessing target demographics and objectives, and using strategies like building networks and online conversations to achieve goals like visibility, traffic and profits.
The document discusses motivations for using social media and their implications. It outlines how consumers are increasingly seeking self-expression, participation and finding meaning through social media. Their motivations include personal achievement, networking, keeping in touch and curiosity. This impacts their social media site choices and behaviors. The document also discusses how brands can benefit from understanding changing consumer insights and media habits to build emotional connections and loyalty by creating relevant presences and conversations on social media platforms.
This document discusses how entrepreneurs can maximize their use of social media. It defines social media as community, conversation, and networking used for marketing. It explains that social media has leveled the playing field and given consumers a voice. It emphasizes that social media is about building relationships based on trust over time through authentic interactions. The document provides statistics on social media usage and examples of how companies are using social media successfully. It outlines goals, tools, and strategies for using social media and defines success as developing customer communities and increasing engagement.
The document discusses how social media is important for businesses to leverage. It provides definitions of social media, outlines why it matters to businesses through examples like Dell's customer service issues and word-of-mouth influencing purchases. It then gives recommendations on how businesses can measure ROI in social media through metrics like lower call volumes, customer insights, sales from social media links, and changes in brand perception.
Aim Breakfast Presentation on Social MediaTwoCents Group
This document provides information about Simon Dell and his background working in branding, graphic design, marketing consultancy and advertising campaigns. It then discusses key topics related to social media and digital marketing. Some of the main points covered include defining social media, the importance of platforms like Facebook, Twitter, LinkedIn and mobile marketing. Tips are provided on developing a social media presence and measuring the return on investment from social media activities.
This document proposes a social media strategy for MBank. It discusses the business benefits of social media marketing, including improved customer service, reduced costs, increased brand awareness and loyalty. There are three focuses of a social media campaign: amplification to manage brand perception, listening to understand customer needs, and interaction to build human connections. The proposal recommends using Facebook, Twitter and LinkedIn to target specific demographics and provide customer service at low cost. It also outlines how to measure return on investment through increased website traffic and engagement. The banking industry has started adopting social media successfully despite regulatory challenges.
Social Media for Business, a presentation made to the Hindustan Chamber of Commerce. A primer presentation that explains the What, Why and How of social media.
This document discusses social media marketing strategies. It defines social media as enabling many-to-many conversations rather than one-way broadcasting. Some key metrics are mentioned, such as 500 million Facebook users and nearly 3 billion Google searches per day. The document outlines how several major companies use social media for purposes like customer service, lead generation, branding and thought leadership. It also provides best practices for social media marketing, such as listening to target audiences and determining their wants before promoting products or services. Overall marketers are increasing their use of social media platforms like Facebook, Twitter and YouTube.
This document discusses social media marketing strategies. It defines social media as enabling many-to-many conversations rather than one-way broadcasting. Some key metrics are mentioned, such as 500 million Facebook users and nearly 3 billion Google searches per day. The document outlines how several major companies use social media for purposes like customer service, lead generation, branding and thought leadership. It also provides best practices for social media marketing, such as getting to know target audiences and determining their goals. Overall trends are discussed, such as more marketers planning to increase their use of platforms like Facebook, Twitter and video marketing in 2010 and beyond.
The document discusses the shift from traditional to social media and how brands are losing control of their message. It provides examples of popular social media platforms like Facebook, LinkedIn, Twitter, YouTube and Delicious. It emphasizes developing a digital strategy using these different platforms to engage customers and move them through the purchasing process.
This document discusses social media for business and provides an overview of major social media platforms. It explains that social media allows businesses to communicate with customers, earn coverage through word-of-mouth recommendations, and tune into what customers think about products and services. The document then gives tips on getting started with social media and provides examples of how businesses can use platforms like Facebook, Twitter, blogs, LinkedIn, and YouTube to connect with customers, market products, and build their brand. It concludes with mistakes to avoid in social media like hard selling, being inauthentic, focusing only on follower counts, and arguing with customers.
Online marketing is a powerful tool for businesses to build their brand, connect with consumers, and acquire new customers. Consumers now perform many activities online that they used to do offline, so businesses need an online strategy to reach them. Social media is one of the most popular online activities, with people engaging daily on platforms like Facebook and Twitter. Social media marketing is relatively cheap compared to traditional marketing and allows businesses to better track results and build relationships over time. The online advertising market in India is growing rapidly as internet usage increases, but still represents a small fraction of the global online advertising market.
This document discusses how social media is changing the banking industry and how banks can leverage social media. It provides perspectives from banking executives on how social media can drive innovation through service, product, and process innovation. Social media allows banks to improve customer service, generate leads, deepen customer relationships, and differentiate from competitors. Banks need to listen to customers on social media, engage in conversations, and join discussions in online communities to benefit. Executives share how their banks are learning from early social media experiences and adapting their strategies to be more active and responsive online. Web listening tools and private online communities are presented as ways for banks to gain insights from customers.
The document discusses how social media is redefining many aspects of modern life and business. It notes that social media allows information to be shared more widely and quickly than ever before, reaching massive audiences in short periods of time. The document also provides tips for businesses on developing a successful social media strategy, including establishing goals, learning about target audiences, choosing appropriate channels, engaging communities, and analyzing results. The overall message is that social media represents a major shift and that businesses need to actively participate to take advantage of the opportunities it presents.
2. What is social media?
Why social media?
How to implement?
Who is doing it right?
3. so·
cial me· a
di·
Online gathering of interaction,
ideas, comments and commentary.
Essentially, consumer conversation
in cyberspace.
4. More simply put:
“Social media
is people having
conversations online.”
5. Introduction
Social Influence Marketing (SIM)
is about employing social media and social
influencers to achieve the marketing and
business needs of an organization.
6. Measuring SIM
Business Justification:
R.O.I.
RETURN ON INVESTMENT
8. Return On Investment
Digital
Digital Recog- More
Inter- Sale W.O.M.
Action nition Sales
action
Return On Interaction + Return On Influence
A more realistic way
to access value
10. Paid Earned Owned
Social Media Brand and Product
Internet Advertising
(Pages and Feeds) Websites
PPC – Search Mobile Brand and
Word of Mouth
Marketing Product Websites
Proprietary Mobile
Mobile Advertising User Forums
Applications
News, PR, Customer Care
Sponsorships
Announcements Services
Blogger Proprietary
Paid Applications
Relationships Digital Content
12. The conversations are powered by:
Photo
Blogging
Sharing
Video Micro
Sharing Blogging
Key
Podcasts Social RSS
Platforms
Message
Widgets
Boards
Chat Social
Rooms Networking
14. Active Worldwide Users
500,000,000 +
Pieces of content shared
per month
45,000,000,000
Local business with
active Facebook pages
1,500,000
15. Professional Social Network
Contains profiles of
Fortune 500 executives
and leading entrepreneurs
Average individual salary
on LinkedIn is $109,000
16. Wiki =quick
Studies show it’s as accurate
as Encyclopedia Britannica
If you were paid $1 for every article posted on
you would earn $1,712.32
PER HOUR
18. Business Objective:
Improve customer service
Promote a product or service
Manage and respond to a crisis
Event activation
Advocate an issue or cause
21. In 2008, if you are not on
a social networking site,
you are not on the internet.”
Iab platform status report: User generated content, Social media, and advertising
– An overview, April 2008
22. It’s not a fad.
It’s a fundamental
shift in the way
we communicate.
23. Reason #1
“We don’t have a choice on
whether we DO social media,
the question is
how well we DO it.”
Erik Qualman
31. Reason #2
78% of people trust the
recommendations of
other consumers.
Nielsen “Trust in advertising” report
While only 14% of people
trust advertisements.
38. Reason #3
Social media ”is only
going to become
persuasive and as such,
become a critical factor
in the success or failure
of any business.”
Brian Solis, Social Media Manifesto
39. How many social media users
turn to social media when
making purchase decisions?
By listed product, service category, and frequency
Regularly turn to social media
Sometimes turn to social media
55. Learn About
Your Audience
Who/Where are they?
What is their personality like?
How/Where do they consume?
How/Where do they engage?
56. The Importance of Words
Treat this part very seriously. It is a myth that successful
communication relies mainly on delivery style.
What you say is just as important as how you say it.
57. Certain words have great psychological impact on us. They
address our basic human desires and our emotional needs
and wants. They compel us to pay attention and take action.
Successful copywriters use certain words to add persuasive
power to their ads.
58. Description
Specificity can result from descriptive language.
Which dessert would get your attention faster?
Something described as “A sinful
combination of bourbon-soaked
vanilla beans and fresh raspberries
with a chocolate ganache surprise”.
Something described as
“Chocolate Dessert”.
Get your audience salivating
59. Clarity
Avoid vague, nebulous corporate-
speak. Nothing puts an audience
off more than uncommitted,
detached phrases.
60. Authenticity
Much of the language in corporations today is clichéd,
vague, and pretentious. When speaking, be concise,
clear, and authentic – get to the human side of language.
61. Call to action
If you end with a call to action, make it clear and specific.
Your audience should know exactly what they are called to
do and have reasons for taking that course of action.
Leave the participants with a memorable comment or
question that ties directly back to your main point.
62. Leave Them
Wanting More
Most messages should end in such a way that
participants are inclined to crave more information
you may share with them later. When appropriate,
leave the audience at a climax: promise that in a
future message you will provide additional useful
information. The human brain seeks closure.
Participants will be inclined to return to
something that has not been solved completely.
71. On April 8th, 2008,
Frank Eliason set up
a Twitter account to
help Comcast users
in need.
Since then, Comcast
has helped over
150,000 customers
through Social Media.
83. What is social media?
People having conversations online.
Why social media?
A fundamental shift in the way we communicate.
How to implement?
Choice of words. Learn about audience. Channels.
Who is doing it right?
Dell. Comcast. Starbucks. Social media in China.
84.
85. References
1. The Razorfish Social Influence Marketing Report
2. Research Micro Blogging Trend During World Cup, Sina.Inc
3. Brands and Social Media in China, Ogilvyone Worldwide
4. Power to the People – Social Media Tracker Wave 3
5. Social Media in Asia, 360 Digital Influence, Ogilvy Public Relations
6. Digital Actions and Their Effect on Advocacy, Consumer Insights Inc.
7. eMarketer, TechCrunch.com, Los Angeles Times, Knowledge Networks
8. Social media for business, Slideshare
9. What the f**k is social media, Slideshare
10. Before you open your mouth, Slideshare
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