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Social Media Marketing What it is and how it can fuel your business

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Page 1: Social Marketing Feb 11 10 V2 0

Social Media Marketing

What it is and how it can fuel your business

Page 2: Social Marketing Feb 11 10 V2 0

Who are we?

• Jeffrey Veffer is a technology veteran with over 15 years experience specifically within the Internet space.

• Formerly a founding member of Bell Canada’s Innovation and Strategy team and has worked with Discovery Channel and several online start-ups

• Currently a partner with Brandsential – "bringing companies

closer to customers." • Follow @jeffreyveffer

• A veteran of online marketing, Peter Flaschner has worked in online strategy and design since 1997, for clients like Turner Broadcasting, Unicef, HP, Yahoo, CBC, etc

• In 2004, he founded The Blog Studio, the world's first design studio focussed specifically on the then emerging social web

• Today, Peter is the Creative Director and Consulting Practice Lead for Sequentia Environics

• Follow @flashlight

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Overview

• What is Social Media Marketing [and does it differ from traditional marketing?]– “a term that describes use of social

networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service.” -wikipedia

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Huh?

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Marketing

• Isn’t this was successful companies have been doing for years, even before the Internet was born?

• Basically yes, but now electronic channels allow you to reach many more potential customers faster than ever before

• Have rules of engagement changed? Stay tuned!

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The landscape

• Twitter, Facebook, Reddit, YouTube, Flickr, Hi5, blogs, Orkut, Bebo, LinkedIn, MySpace, Ning, Plaxo, Stumbleupon, tribe.net etc. etc.

• There are many places where your customers and prospects are interacting online

• But where do you need to be?

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Objectives

• What are your objectives?– Increased awareness?– More transactions?– All of the above?

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Marketing 101

• What is your target market? (Who is your customer?)

• Product• Promo• Price• Place

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But….

• Maybe traditional marketing might not give us the whole picture

• Place – online, can sell anywhere• Product – is it a product or the overall

experience• Etc. – you get the idea

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Basics (again)

• Interactivity means that “one-way” push of information out is less effective- you are only “renting eyeballs” till the next marketer’s campaign

• How to build relationships so that customer not only buys your product/service, but actually becomes an advocate for it to others!

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How do customers think?

• Relevance• Interaction• Trust• Understanding

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What can you provide?

• Content- material to share “give to get”

• Community – get interactive• Conversation – be open, 2- way

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One size doesn’t fit all

• Each case is different• Have a plan and objectives• “Customer-focused” culture

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Case Study-Servus Credit Union

• “Feel Good Ripple”- customers given $10 to do something nice for someone else, and explain why

• Blends real life and online• Have a twitter account and facebook

page• Over 600 posts in a month on the

page and great coverage in other media (blogs, print)

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How to start?

• Listen! Find out what customers are saying

• Contribute – Be willing to share• Have clear objectives + develop a plan• Build relationships – customers can

evangelize your products if they feel strongly

• Commitment – you wouldn’t get a phone then not answer it

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Thank you!

• Questions?

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Backup

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If Facebook were a country…

• Facebook would be the worlds 3rd largest country by population! (Facebook internal)

More than 400 Million active users!

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Facebook pages (profiles for Brands)• Developed because brands were using user profiles for their

companies (contravening the user agreement)• Pages look like user profiles – a brand’s “home” on Facebook

and a place to make connections with fans of your brand by joining the conversation

• Pages can integrate multiple applications

Facebook profile [has friends]

Facebook group [has members]

• What does it mean to me? (Part 1)- Brands are using them to build awareness, drive traffic to a destination, create a new distribution channel and more!

Facebook page [has fans]

Applications

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What’s a Facebook “Application?”

• An application could be anything- A game, a tool, a way to interact with users.

• The platform is free – you don’t need to pay Facebook anything for the application

• Need to consider context – most applications on the site aren’t overly complex but the successful ones keep users coming back

• Applications are viral – friends get notified when your users interact with an application AND

• Applications are extremely easy to share – users just invite their friends right from the application!

• FBML (the language that developers use to program apps) is similar (though not exactly the same) as HTML; so there are many developers that can write apps

• Platform stats- more than 5,000 applications have 10,000 monthly active users

Source (http://www.facebook.com/press/info.php?factsheet#/press/info.php?statistics)

• Wildfire launched a sophisticated B2B application that allows brands to manage campaigns in Facebook and on other sites (MySpace, Ning).

• The cost is as low as $1/day

• What does it mean to me? (Part 2) – Tools to help you manage engagement

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Case Study - JLM Couture: Simple way to get started

• Bridal dress designer based out of New York selling a wide range of bridal designs

• The company doesn't sell direct to consumers but directs them to a retailer

• They created an application called “The Wedding Dress that Fits You Best” that is a light-hearted quiz asking you about your preferences then suggests the style that would be best for you

• Currently has 916 active monthly users

• They put up the link for it on their webpage

• Whenever users take the quiz, their Facebook friends are notified, spreading awareness virally