Interactive Media-Social media-branding <ul><li>A general introduction from 1919/021c  </li></ul>1919/021c
intro -   and it’s really only an intro Interactive marketing & Social Media  has more facets to it and can hardly be expl...
Interactive marketing-social media  <ul><li>Social media and the currently existing platforms are  NOT  a strategy  </li><...
Interactive marketing-social media  <ul><li>Interactive Marketing/Social Media does not replace a marketing campaign or ot...
Interactive marketing/social media  <ul><li>Social media will and has in part already replaced PR </li></ul><ul><ul><ul><l...
<ul><li>“Brands aren't simply brands anymore. They are the center of a maelstrom of social and political dialogue made pos...
1919/021c Advertising Age,  April 13, 2009
Interactive Marketing-Direct Marketing-CRM <ul><li>Social Media is a place where your target audience congregates and find...
Some(d) Random Facts <ul><li>Germany:  </li></ul><ul><li>Social networks are the fastest growing applications  </li></ul><...
The Last Word: Nielsen 1919/021c The Global Online Media Landscape - Nielsen, April 2009
The Paradigm Shift in Advertising <ul><li>State of the union - the common advertising platforms </li></ul>1919/021c
Newspapers <ul><li>23% population growth - newspaper circulation dropped 20% </li></ul><ul><ul><ul><li>San Francisco Chron...
Magazines <ul><li>2008: Newsstand sales dropped by 12% </li></ul><ul><li>2009: Gross ad pages declined by 22% </li></ul><u...
TV landscape <ul><li>CBS/ ABC/ NBC audience shrank on average by 10% </li></ul><ul><li>The clear trend is the shrinking of...
The current platforms & target groups Example/short preview: Twitter 1919/021c
Twitter Facts 1919/021c
Twitter Facts 1919/021c <ul><li>71% of all twitter use is professional </li></ul>imedia connection, Rodney Rumford, twitte...
Twitter facts 1919/021c <ul><li>twitter users are older, more educated, mainly white, tech interested and 28% have over 10...
Twitter facts 1919/021c »  17.6% of Twitter’s downstream traffic goes to  entertainment websites, 10% of goes to News and ...
Listen to what they say: <ul><li>Consumers and customers will voice their opinion, support or inspired you </li></ul><ul><...
Copyright 1919/021c, New York 2009 -  [email_address] / -  [email_address] 1919/021c Please talk to us if you have further...
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021c1919 Social Media For All

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021c1919 Social Media For All

  1. 1. Interactive Media-Social media-branding <ul><li>A general introduction from 1919/021c </li></ul>1919/021c
  2. 2. intro - and it’s really only an intro Interactive marketing & Social Media has more facets to it and can hardly be explained by Pushing paper-But: We try! <ul><li>The marketing landscape is changing </li></ul><ul><li>The communication landscape is changing </li></ul><ul><li>The media landscape is changing </li></ul><ul><li>The big question concerning future marketing activities is </li></ul><ul><ul><ul><li>How can I sustain my core brand values in a changing environment where tried and trusted methods are becoming ineffective? </li></ul></ul></ul><ul><li>Let’s turn to Charles Darwin for an answer: </li></ul><ul><li>“ It is not the strongest of the species that survives, nor the most intelligent that survives. </li></ul><ul><li>It is the one that is the most adaptable to change. “ </li></ul>1919/021c
  3. 3. Interactive marketing-social media <ul><li>Social media and the currently existing platforms are NOT a strategy </li></ul><ul><ul><ul><li>A strong, defined and targeted brand voice is mandatory in any media/marketing approach </li></ul></ul></ul><ul><ul><ul><li>Interactive Marketing/Social Media has to be part of an overall campaign </li></ul></ul></ul><ul><ul><ul><li>Facebook/twitter/youtube/ and the likes are are examples for potential platforms and tactics, and the players could change any time </li></ul></ul></ul><ul><ul><ul><ul><ul><li>your marketing strategy and messaging has to work across all platforms </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Brands engaging in new marketing activities have to examine their Interactive Marketing/Social Media programs to reach their target group, ROI, campaign fit </li></ul></ul></ul><ul><ul><ul><li>The same way you would look at a print publication, deciding if its right for your target audience or not </li></ul></ul></ul><ul><ul><ul><li>Ad campaigns are NOT developed for ONE magazine/outlet - they are developed with BRAND STRATEGY, MESSAGE & REACH in mind - </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Interactive Marketing/Social Media should be treated the same way </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Those rules apply always - anywhere. </li></ul></ul></ul></ul></ul>1919/021c
  4. 4. Interactive marketing-social media <ul><li>Interactive Marketing/Social Media does not replace a marketing campaign or other platforms/tools/tactics </li></ul><ul><ul><ul><li>Social media is another platform to give your target group more insight, a bonding opportunity with your brand </li></ul></ul></ul><ul><ul><ul><li>A chance to showcase more of your core brand values and deepen existing ties/loyalties </li></ul></ul></ul><ul><ul><ul><li>A chance to be part of the conversation: </li></ul></ul></ul><ul><ul><ul><ul><li>Your target group is already having a conversation & they are talking about YOU! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>If you don’t join the conversation or even better - lead the conversation, you will lose the connection to your target group and eventually your ‘brand following.’ </li></ul></ul></ul></ul><ul><ul><ul><ul><li>To gain control means to be part of the conversation - proactive from the beginning </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Own your good name </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Continue to nurture your brand image in the new environment </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Install Control: » by monitoring & responding & interacting </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Losing Control: » by not participating </li></ul></ul></ul></ul>1919/021c
  5. 5. Interactive marketing/social media <ul><li>Social media will and has in part already replaced PR </li></ul><ul><ul><ul><li>Common understanding is - the classic press release is going to be obsolete in 18 months </li></ul></ul></ul><ul><ul><ul><li>Classic PR work will be more and more obsolete, since more and more outlets targeted by traditional PR will cease to exist </li></ul></ul></ul><ul><ul><ul><li>Social media offers PR the unique chance to reinvent itself and get a do-over with a fresher more believable tone - including </li></ul></ul></ul><ul><ul><ul><ul><li>Direct access to the target group WITHOUT the media filter </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social Media makes for more effective Public Relations and all innovative leaders are redirecting corporate communications and PR efforts towards Social Media as a primary platform </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Let’s take a look at Unilevers CMO’s 5 rules developed with AdAge </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>(Unilever has completely changed its approach and restructured departments, see next page) </li></ul></ul></ul></ul></ul>1919/021c Sources: mashable, adweek, brandbuilder, fast company nielsen, peter shankman
  6. 6. <ul><li>“Brands aren't simply brands anymore. They are the center of a maelstrom of social and political dialogue made possible by digital media…” </li></ul><ul><li>&quot;Brands are now becoming conversation factors where academics, celebrities, experts and key opinion formers discussing emotional and functional issues&quot; and &quot;of course, the conversation is no longer one way or 30 seconds. ...” </li></ul><ul><li>Unilever Chief Marketing Officer Simon Clift </li></ul>1919/021c
  7. 7. 1919/021c Advertising Age, April 13, 2009
  8. 8. Interactive Marketing-Direct Marketing-CRM <ul><li>Social Media is a place where your target audience congregates and finds you </li></ul><ul><ul><ul><li>no need to buy lists </li></ul></ul></ul><ul><li>In Social Media your target audience becomes your follower </li></ul><ul><ul><ul><li>no need to ask for opt ins </li></ul></ul></ul><ul><li>In Social Media you create an ongoing dialog </li></ul><ul><ul><ul><li>not just a one-time message-response scenario </li></ul></ul></ul><ul><li>With Social Media you can build your brand, foster brand recognition and receive long term dividends </li></ul><ul><ul><ul><li>it’s not just a one-time promotional program </li></ul></ul></ul><ul><li>Social Media is more cost efficient than traditional direct marketing </li></ul><ul><ul><ul><li>(unless a direct sale is your goal) </li></ul></ul></ul>1919/021c
  9. 9. Some(d) Random Facts <ul><li>Germany: </li></ul><ul><li>Social networks are the fastest growing applications </li></ul><ul><li>#4 of all Internet use </li></ul><ul><li>Growth in usage 38% </li></ul><ul><li>Overall growth of users 39% </li></ul><ul><li>51% users in social networks </li></ul><ul><li>Global: </li></ul><ul><li>67% of all users are in social networks (leading: Brazil, Italy; last: Germany) </li></ul>1919/021c Source: Nielsen, March 2009
  10. 10. The Last Word: Nielsen 1919/021c The Global Online Media Landscape - Nielsen, April 2009
  11. 11. The Paradigm Shift in Advertising <ul><li>State of the union - the common advertising platforms </li></ul>1919/021c
  12. 12. Newspapers <ul><li>23% population growth - newspaper circulation dropped 20% </li></ul><ul><ul><ul><li>San Francisco Chronicle bankrupt </li></ul></ul></ul><ul><ul><ul><li>Philadelphia Media Holdings bankrupt </li></ul></ul></ul><ul><ul><ul><li>New York Times is nearly bankrupt and $400 million in debt </li></ul></ul></ul><ul><li>Reader conversion from paid print to paid Internet is not working </li></ul><ul><ul><ul><li>Paid subscriber models did not work and advertising revenues are down </li></ul></ul></ul><ul><li>Daily News Brian Tierney </li></ul><ul><li>“If you build it, they will come does not work - Free content and rely on advertising does not work.” </li></ul>1919/021c
  13. 13. Magazines <ul><li>2008: Newsstand sales dropped by 12% </li></ul><ul><li>2009: Gross ad pages declined by 22% </li></ul><ul><li>Magazines have cut print page count significantly </li></ul><ul><li>Some of the casualties - overall 572 closed in 2008/2009 so far (Source: Folio) </li></ul><ul><ul><ul><li>Condé Nast’s Domino </li></ul></ul></ul><ul><ul><ul><li>House & Garden </li></ul></ul></ul><ul><ul><ul><li>Cosmo Girl </li></ul></ul></ul><ul><ul><ul><li>Portfolio </li></ul></ul></ul><ul><ul><ul><li>O Home </li></ul></ul></ul><ul><ul><ul><li>Country Home </li></ul></ul></ul><ul><ul><ul><li>Vogue Man/Girl </li></ul></ul></ul><ul><ul><ul><li>Cottage Living </li></ul></ul></ul><ul><ul><ul><li>Plenty </li></ul></ul></ul><ul><ul><ul><li>Town & Country Travel </li></ul></ul></ul>1919/021c
  14. 14. TV landscape <ul><li>CBS/ ABC/ NBC audience shrank on average by 10% </li></ul><ul><li>The clear trend is the shrinking of a mass audience </li></ul><ul><li>Cuts in programming/production, but more expensive ad price: </li></ul><ul><li>1986 = $8 </li></ul><ul><li>2008 = $22 </li></ul><ul><li>2009 = $32 </li></ul><ul><li>DVR in 20% of households </li></ul><ul><li>Software like Tivo, DVR and Boxee cut ads out of programming </li></ul><ul><li>Hulu offers NBC/ Fox/ABC and Viacom for free </li></ul>1919/021c
  15. 15. The current platforms & target groups Example/short preview: Twitter 1919/021c
  16. 16. Twitter Facts 1919/021c
  17. 17. Twitter Facts 1919/021c <ul><li>71% of all twitter use is professional </li></ul>imedia connection, Rodney Rumford, twittervers, April 2009
  18. 18. Twitter facts 1919/021c <ul><li>twitter users are older, more educated, mainly white, tech interested and 28% have over 100K HHI </li></ul>
  19. 19. Twitter facts 1919/021c » 17.6% of Twitter’s downstream traffic goes to entertainment websites, 10% of goes to News and Media websites, 14.6% goes to social networks, 6.6% to blogs and finally 4.5% to online retailers. <ul><li>twitter offers you the best chance to direct purposeful traffic </li></ul>twitter business kit
  20. 20. Listen to what they say: <ul><li>Consumers and customers will voice their opinion, support or inspired you </li></ul><ul><li>The fastest and most direct way to insights </li></ul><ul><li>Immediate feedback on planned campaigns, products, early enough to adapt or change communication </li></ul><ul><li>Direct control over ‘negative’ input - via an open and direct, publicly viewable answer </li></ul><ul><li>If you listen they will listen, and communicate and further distribute your message - </li></ul><ul><ul><ul><ul><ul><li>becoming your personal brand ambassadors . </li></ul></ul></ul></ul></ul>1919/021c
  21. 21. Copyright 1919/021c, New York 2009 - [email_address] / - [email_address] 1919/021c Please talk to us if you have further questions. We have made it our specialty to guide established international blue chip brands into a new area of global interactive marketing & social media. We are here to help .

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