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Social platforms

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22,4 17,4 8-33

Boomers Net Generation

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Misconceptions

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Social networking is a lot more than

Facebook and Youtube.

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International Community Compliance Chief

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Community Manager

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Online Reputation

Manager

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Blogger Outreach Manager

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Chief Conversation

Officer

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“Brands are not defined today by campaigns but by

the consumer ecosystems we nurture to support them.”

Mike Mendenhall, HP CMO

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DirectMarketingSales Brand

Marketing IT

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The social media scene

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Generic Social Networks

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I like to show people what I’m doing

I like to see what other

people are doing

Because everyone else is on them

They help me get exposed to new ideas

I like to try new things

They help me meet new people

They help me stay in touch with people I know

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Why would brands consider marketing on social platforms?

1. It’s a ready-made marketing platform2. There’s a tremendous amount of buzz from

the media for this newest form of marketing3. There’s lots of folks using social networks

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How does it work?

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Best and Worst of Social Networking Marketing

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Forrester’s Social Network

Marketing Review Criteria,

1.032

Case:

What drives you?

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1.Does the marketing effort provide

valuable content that supports the community member’s goals?

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2.Are key elements of the marketing effort

available where needed?

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3.Is the marketing effort self-fueling?

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4.Does the marketing effort encourage member-to-member participation?

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5.Does the marketing effort encourage

member-to-website interaction?

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6.Does the company participate in the effort

on an ongoing basis?

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7.Does the marketing effort allow the members

to share the elements to other locations?

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8.Is there an appropriate call to action?

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Recommendations:Brands must…

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develop community-centered content and activities

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measure success based on new criteria

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purge the term “campaign” from your social media lexicon

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be prepared to participate

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Niche Social Networks

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How Nerdy are You?94.800 tests87.000 unique visitors3.364 send2friend

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Digital Masters66.807 unique visitors8.854 members272 teams79.309 invititations910 pictures uploaded191 videos uploaded

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Learnings1. Underestimated required participation2. Multiple Languages3. Cultural differences4. User Friendliness/Registration threshold5. Keep competion & platform separated6. Do not invade other communities7. More involvement demanded8. Getting the sponsors involved is not easy9. Teachers expected more helpful content10. …

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The social web is here

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“The concept of social networking is evolving and morphing.

It’s now about making the entire Web social

instead of just creating a ghetto of destination sites where people

have to go to socialize.”

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So what can we learn fromsocial networks?

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Some help please...

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Google Friend Connect means more people engaging more deeply with your website -- and with each other.

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Facebook Connect is the next evolution of Facebook Platform - enabling you to

integrate the power of the Facebook Platform into your own site.

Google Friend Connect means more people engaging more deeply with your website -- and with each other.

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1. Easy login

2. You are presented personalized tips & tricks

3. Your friends’ energy savings are shown

4. You publish your own progress to your friends’ news feed

5. You can compare & interact with your friendsimmediately to exchange tips & tricks

6. You can compare your progress to the overall user base on the criteria you want

7. You can contact your friend and send messages in a sec

8. Your privacy settings are respected

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The rules of the game have changed

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Is your organization ready?Think about the new functions we mentioned.

Save some for Social MediaHave a look at your Marketing Mix and be sure to include Social Media Marketing.

Think againSocial Media Marketing is not your ordinary marketing campaign. It requires continuous and specific efforts.

... time to update your skills!

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