Social Media Marketing

Deck used on the 25th October 2011 in Copenhagen

Transcript

1. Social Media Marketing Mini Seminar 25th October 2011 Cris Anthony Hödar, Strategic & Creative Director
2. Destination web Social web
3. Gregarious instinct
4. Gregarious instinct Seeking and enjoying the company of others; sociable. www.thefreedictionary.com
7. What is Social Media?
9. People connecting, using technology to get the things they need from each other, bypassing traditional institutions like corporations Li & Bernoff (2008), Groundswell ?
10. Social Media is a CONVERSATION
11. Social Capital Build
13. read comments on my wall keep up to date with friends check out photos send messages post comments check out what my friends “like” view shared videos Use apps like “farmville” upload viedos from YouTube check out “brand” sites 0 17.5 35 52.5 70 Activities on facebook
14. Activities on YouTube view recommended videos watch videos w/ friends and family most watched viedos share to facebook send links to friends post comment check out “brand” channels 0 12.5 25 37.5 50
15. Emotional needs A break Catching up Boredom A treat New things 0 12.5 25 37.5 50
16. Were to begin?
17. Georg Wright invested U$ 50
19. • Sales have increased 8 times over since the campaign • Brand awareness has exploded • Traditional media picks up on it with very little effort • The resulting media value is estimated at $40 million • YouTube has 58 million views • Total “Will it Blend” has been viewed 101 million times • They have 430,000 subscribers on YouTube
20. Love Hate Meh...
21. Plan ahead
22. Social Media Strategy Listen Goals and Objectives Develop Plan Develop Content Engage Measure
23. Social Media Marketing Social Media Campaign
24. Social Media Marketing Social Media Campaign Social  media  is much more than campaigns,   and  competitions.
25. Social Media Marketing Social Media Campaign Social  media  is much more than campaigns,   and  competitions. Making  it  possible  for   people  with  a  natural   interest  in  the  topics/ products  to  share and recommend  easily   leverages  the  sales  and   increases  loyalty.
26. Content Context is king
27. High involvment Low involvement
28. involvment is context dependent
29. involvment is context dependent
32. Offline brand experiences are the main online conversation starters
34. Offline brand experiences are the main online conversation starters instant instant
35. 37% of women age 18-34 check facebook before getting out of bed
36. The most dowloaded apps for mobile and tablets are social
37. Who is Our target?
38. Demographic profile Psycographic profile Technographic profile
39. Inactives Spectators Joiners Collectors Critics Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products or services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Write articles or stories and post them Use RSS feeds Vote for Web sites online Add “tags” to Web pages or photos Maintain profile on a social networking site Visit social networking sites Read blogs Listen to podcasts Watch video from other users Read online forums Read customer ratings/reviews Read tweets None of the above Groups include people participating in at least one of the activities monthly Social Technographics Ladder
40. How close is their current behaviour to the desired behaviour?
44. What are they already saying?
45. about your: Brand Product Service Reputation Competition
46. Male or Female Old or Young Rural or Urban Is it being said by
47. or positive negative
48. Social Media Monitoring is: Analizing, understanding and reacting to conversation(s) about brands, products and end-users opinion on the social web
49. Paid monitoring tools Free monitoring tools
50. Identify key influencers and opinion leaders Discover conversations and activities in “real time” Analyze and measure trends Determine main geo-locations of activities Understand demographics (e.g. gender, age) Evaluate positive/ negative opinion (sentiment analysis) 1 2 3 4 5 6
51. a few good Cases
52. Social shopping Website integration
53. Crowdsourcing 10.000 ideas 400 implemented
54. Offline to Online 20 milion views on YouTube
55. Involvement 4.3 milion views on YouTube 3 milion Twitter impressions 50.000 potential buyers (97%) new to Ford
56. Facebook Campaign
57. Social Event
58. Response
59. Facebook Campaign
60. Integrated Campaign
61. Social Media Strategy facebook Linkedin YouTube Mail SMS Social Shopping PR Blog Website Mobile Store Traditional media Event QR codes
62. final thoughts (summing up)
63. Start with a small, limited-scope strategy, with room to grow A B How?
64. Define clear Goals and objectives S M A R T Specific Measurable Attainable Realistic Timely
65. Make it EASY to Share and Recommed
66. Context, context, context and more context Content Consumer Context
67. Go for the lowest hanging fruit Current Behaviour Desired Behaviour
68. Always remember Peer Peer to
69. http://www.surveymonkey.com/s/ FACTBOOK2012 2012
70. Let us help you maximize your Social Media Activity
71. http://www.delicious.com/stacks/view/TmiDgg Delicious Slideshare http://www.slideshare.net/crisanthony Linkedin http://www.linkedin.com/groups?gid=4142434 Thank You! Cris Anthony Hödar Creative & Strategic Director Lysholm Advertising mail: ca@lysholm.dk Linkedin : Cris Anthony Hödar Twitter: @AnthonyHodar cel. (+45) 2826 2851 www.lysholm.dk