Social Media Campaign archetypes

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A short presentation about how to exploit social media tools in 2010? The presentation tries to categorize social media campaigns in different archetypes.

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Social Media Campaign archetypes

  1. 1. A BRAVE NEW WORLD from online marketing perspective
  2. 2. THIS IS A BRAVE NEW WORLD WE LIVE IN... WTF is social media??? Link
  3. 3. YEAH, AMAZING NUMBERS! IT’S A REAL REVOLUTION … LET’S DO IT!
  4. 4. IT’S A MESS….WHERE SHOULD I START?
  5. 5. ALWAYS WITH THE STRATEGY…
  6. 6. ALWAYS KNOW WHAT YOU WOULD LIKE TO SAY AND DETERMINE HOW WOULD YOU LIKE TO DO THAT? Tool Output WHAT is the communication trying to persuade people to believe? The Objective What ? How ? HOW is this communicated? The Creative Mechanism
  7. 7. AXE IS A GOOD EXAMPLE… Tool Output WHAT is the communication trying to The seductive persuade people to believe? power of Axe… The Objective …is brought to HOW is this communicated? life by women unable to control The Creative Mechanism their passion when a man is wearing it.
  8. 8. THE SAME MESSAGE IS USED EVERYWHERE. message
  9. 9. SOCIAL MEDIA SHOULD BE PART OF THE INTEGRATED 360 COMMUNICATION. 360 online
  10. 10. SM BUILDS IMAGE, GENERATES TRAFFIC AND HELPS SEO ANALYTICS, BANNER ONLINE CAMPAIGN PRESENCE S MONITORING TRAFFIC, IM WEBSITE DIGITAL PR HELP SEO AGE SEO SOCIAL MEDIA TRAFFIC MARKETIN G
  11. 11. WHAT IS SOCIAL MEDIA MARKETING? IT’S THE STRATEGY THAT HELPS YOU 1.FIND CONSUMERS AND POTENTIAL CONSUMERS ONLINE 2. LISTEN TO THEM 3. GET IN TOUCH W THEM AND FINALLY ENGAGE THEM
  12. 12. A toolbox you can use….
  13. 13. Social Media Do’s and Don’ts Do-s: – Be on every popular web 2.0 platform – Go where the users are, not ask users to come to you – Be integrated, be online with the same message on every platform – Offer Value (Content), Not Self- Promotion: • To gain an audience, talk about what you know, not what you sell. – Listen to the Audience. • Gather as much and as relavant infos as you can – Follow, Answer and “Retweet.” • Process the information and react immediately Don’t-s: – Try to act as real user when you are a company – Try to lie to users – Spam ppl with content can’t be intresting for them
  14. 14. Role of Social Media in marketing campaigns 1.Spread the 2.Provide message: viral functionalities effect Social Media Social Media generates Drives traffic traffic itself to on a fanpage microsites, a or on an rticles, applic account ations 3. Gives platform for sharing: based on user generated content
  15. 15. Role of Social Media: 1. Spread the message: viral effect Goldstar Beer: Park Fight Facebook App: Flash game Go where users are: facebook 1 and make an application. Promote 2 Let users play with it 3 Let them share the points And wait for the viral effect Your application there. Aim: engage users with the brand Tools: facebook app. User task: play with a Flash game. Motivation: to win over the women/men
  16. 16. Role of Social Media: 1. Spread the message: viral effect Augmented Reality Microsite Go where users are: facebook 1 And make an application. Promote 2 Let users experience the 3D effect 3 Let users share it Your application there, Aim: engage users w the brand Tools: facebook app. User task: try out the new tech. Motivation: experiencec Youtube video
  17. 17. Role of Social Media: 1. Spread the message: viral effect Lipton Chineese Viral greeting card (microsite) Go where users are: Chineese IM and SN Engage them w smg Let them spread See the results: 1 And promote your 2 relevant on the 3 the message: go 4 viral effect, digital microsite there microsite viral! PR Aim: engage users w the brand Tools: social networks, IM User task: watch the video and forward it Motivation: gifting season Youtube video
  18. 18. Role of Social Media: 2.Provide functionalities 2.a: Like button outside FB: Levi’s Like button function Integrate Like button functionality Let them find their friends on Bring them to a social network 1 On a webstore 2 the website 3 Aim: make online shopping more intresting Tools: facebook User task: like jeans and make a friends store Motivation:a personalized store (only my Youtube video And my friends’ jeans are there)
  19. 19. Role of Social Media: 2.Provide functionalities 2.b: status update function: Dymocs books Tweet A Review Campaign Build future activity 1 Go where users are: facebook, twitter 2 Collect user base by motivating them 3 on this user base Aim: build user base Tools: facebook, twitter User task: tweet in 140 characters about 101 best books reviews Motivation: win one of the books or all of them
  20. 20. Role of Social Media: 2.Provide functionalities 2.c : delete your friend function: Whopper sacrifice 1 Go where users are: facebook, twitter 2 Give them an application which 3 See the effects works differently Aim: to prove Americans love Whopper Tools: facebook User task: delete their fake friends Motivation: win one whopper Youtube link
  21. 21. Role of Social Media: 2.Provide functionalities 2.d: tagging functionalities: Ikea tagging campaign 1 Go where users are: facebook 2 Use one of the functionalities 3 See how users are As noone did before Waiting for your next activities Aim: to introduce new products Tools: facebook User task: tag pictures Motivation: win one of the tagged furniture Youtube video
  22. 22. Role of Social Media: 3.Gives platforms for sharing uploading photos, videos,blog entries, design contest 1 Promote the campaign in several 2 Make one platfrom site. F.ex: 3 Have users vote for it media youtube channel 4 Have a jury vote for the TOP 10 5 Give a special relevant gift Aim: to engage users by Teaching the Fanta Dance Tools: youtube channel User task: upload video Motivation: win a video clip w SP Youtube video
  23. 23. http://mashable.com/2009/06/03 /dunkin-donuts-facebook- campaign/
  24. 24. fin

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