social media & marketing part 2

© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com

SOCIAL MEDIA & MARKETING

PART 2


SOCIAL MEDIA & MARKETING: PART 2

4 CS OF SOCIAL MEDIA

SOCIAL NETWORKS AS WEB 2.0 TOOLS

USAGE AREAS OF SOCIAL MEDIA IN BUSINESS

SOCIAL MEDIA INTEGRATION

SOCIAL MEDIA MARKETING BUDGETS

SOCIAL MEDIA PROBLEMS

QUESTIONS TO ANSWER BEFORE ENETERING SOCIAL MEDIA MARKETING

12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SOCIAL MEDIA

STEPS OF SOCIAL MEDIA MARKETING

HOW TO FAIL ON SOCIAL MEDIA MARKETING?

SUCCESSFUL BRANDS ON TWITTER AND ACTIONS OF SM BRANDS

HOW TO BE A SUCCESSFUL SM BRAND


4 CS OF SOCIAL MEDIA


SOCIAL NETWORKS AS WEB 2.0 TOOL

Social networking is the 3rd most useful web 2.0 tool for the companies internal purposes.

On the customer related sides, social networking shared the 2nd runner level with the video sharing.

* e-marketer 2009 Research


WHY TO USE SM?

SM is mostly used for marketing by businesses.

The second business area is the internal learning.

In my opinion in a few months time, brands will be using SM mostly for customer service and support so that the call center and other customer channels work tasks will be fresher than usual.



WHY TO USE SM? – FIND CUSTOMER EVANGELISTS

The missing area in SM usage that brands did not try since now, is finding and creating customer evangelists.

The future will be ALL about the evangelists. And the brands which do not put the evangelists in the center of marketing will NOT survive.


HOW TO INTEGRATE SM TO BUSINESS

SM must be integrated within website so that brands let the visitors act faster and reach more.



HOW TO INTEGRATE SM TO BUSINESS – STARBUCKS WEB SITE MAIN PAGE


HOW TO INTEGRATE SM TO BUSINESS – CADILLAC BLOG MAIN PAGE


SOCIAL MEDIA SPENDINGS

Marketers increased their SM spending by more than 110% between August 2008 and August 2009.*

On September 2009 marketers spend $108 million on SM marketing.*

These growing budgets make SM more attractive platform. This is where the problems began!

*E-marketer social media spending report


THE MOST DISCUSSES TOPICS OF SM: MEASUREMENT

The measurement of SM marketing is STILL the biggest problem!

And STILL NO clear answer!


THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE

Who will control SM for brands?

“SM will not only exist, but it will come under control of the people in PR. That’s because SM is about communication, and PR people are communication specialists.”

Jason Falls,PR expert

“SM will continue to exist and it will be lead by social media specialists.”

Jim Tobin – Ignite Com.


Who will control SM for brands?

In my opinion ;

SM must be managed INTERNALLY by brands digital marketing team or marketing team with the help of a digital marketing consultant.

THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE


OUESTIONS TO A BRAND BEFORE STARTING TO SM

Where do you want to end up?

Who do you want to reach?

Do you have crisis management plan?

Are you a control freak?

Do you have resources to allocate?


12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM

1. Select a few trustworthy customers from different segments,

2. Interview these customers and ask them:

what they want to know about.

which sources they listen to on the Web.

what they’d like to see if they had a chance to look inside company for a day.



3. Identify the objectives and the metrics as clear as you can. (RSS subscriptions, pageviews, tracking inbound links)

4. View your positioning to define relevant keywords, which will show you the way along SM.

5. Assign a team of cross-functional employees to help track and to respond to SM content related to your keywords.



6. Set your rules of engagement clear, no gap!

7. Use the identified keywords to find the details of SM influencers who are driving the conversations.

8. Keep in mind that these SM influencers are NOT always your customers. You should care about their impact on your revenue stream will be so useful for you.



10.No rush! Before a blind jump, watch the top influencers SM content to position your branding tone.

11.Submit comments on the blogs of influencers . If you have a blog, add them to your blog roll.

12.Write reference posts, give links, use trackbacks to influencers blogs. Try to engage them in online dialog between your blogs and with others to develop relations.


BEFORE SM A MARKETER MUST CARE ABOUT

Marketing communication must be as sleek as marketer can in every level of the CLV.

The brand positioning must be so clear as a crystal for every team member in the company.


STEPS OF SM MARKETING

Listen

Learn

Plan

Create Content

Nurture Community

Build Buzz


Identify SM objectives clearly

Mine the conversation

Identify key influentals

Determine topics

Focus on: keywords, RSS, google alerts, technorati, ice rocket,...

STEPS OF SM MARKETING - LISTEN


STEPS OF SM MARKETING - PLAN

Develop a unique brand voice

Create strategy, NOT tactics!

Allocate resources

Don’t follow the crowd

Be unique, be yourself

Focus on: Facebook, linkedin, myspace


Implement strategy

Listen to the conversation

Reach out to individuals

Don’t make it ALL about you ( % 30, not more)

Focus on: blog, twitter, digg

STEPS OF SM MARKETING - CONVERSATION


STEPS OF SM MARKETING - CONTENT

Share VALUABLE information, that people love to talk about.

Contribute ORIGINAL content

Don’t be a copy cat

Focus on: flickr, youtube, podcast, blog


STEPS OF SM MARKETING – CONTENT- HOW TO ANSWER?

Your product is awesome!

Thank you! Your comments are so worthy for us!



Your product sucks!

Thank you for your comment! Can you please share more with us to improve? / We are aware of this problem. We are doing... to fix it.



I have a question about your product

You can find the information on (link), on our web site, we wrote a blog post about this problem,...


Collaborate

Evangelize

Don’t just sell or promote, create some value

Organize events online

Maximize productivity: tools, apps, ROI, SEO

,,,

STEPS OF SM MARKETING - COMMUNITY


STEPS OF SM MARKETING - BUZZ

Innovate

Experiment

Link all

Have fun


Follow engagement metrics

Determine impact on reputation

Monitor the online traffic

Generate leads

Assist customer service

Transform brand lovers into customer evangelists

STEPS OF SM MARKETING - MEASURE


HOW TO FAIL ON SM MARKETING?

Too much marketing, not enough valuable, worthy information.

Messages away from your brand personality

Lack of brand consistency.


HOW TO FAIL ON SM MARKETING?

Abandon SM accounts, build a ghost town

Be a control freak., so kill the conversation

Don’t listen to the negative feedbacks, just face the sunshine.


SUCCESSFUL BRANDS ON SM - EASYJET


SUCCESSFUL BRANDS ON SM – KODAK


SUCCESSFUL BRANDS ON SM - JETBLUE


SUCCESSFUL BRANDS ON SM – DUNKIN DONUTS


SUCCESSFUL BRANDS ON SM – STARBUCKS


ACTIONS OF SUCCESSFUL SM BRANDS – EASYJET- FEEDBACK OF A CUSTOMER ON TWITTER


ACTIONS OF SUCCESSFUL SM BRANDS – EASYJET- EASYJET’S ANSWER TO THE FEEDBACK


ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE- CUSTOMERS QUESTION TO JETBLUE


ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE - CUSTOMERS QUESTION TO JETBLUE


ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE - ANSWERS TO QUESTIONS OF CUSTOMERS


ACTIONS OF SUCCESSFUL SM BRANDS – STARBUCKS – A LITTLE MISTAKE


HOW TO BE A SUCCESSFUL BRAND LIKE THEM ?

Follow your followers back, do NOT be a smartass!

Do NOT wait to be followed! Use your keywords and find them!

Try to answer to every tweet as quick as you can

Be unique, honest and sincere in every posts


HOW TO BE A SUCCESSFUL BRAND LIKE THEM ?

Do NOT over the % 30 marketing message posts limit. Give your followers something valuable to talk about.

Do NOT qualift your followers as the numeric scores. They are real, be real!

Humanize your brand, but do NOT add anger, jealousy and other negative feelings to your brands digital personality


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THANK YOU!Special Thanks to Deniz Mert Edincik for customized template design!

social media & marketing part 2

Business

cs of social media

social media marketingpart

social media integration

social media problems

social media marketing

social networks

usage areas of social

successful brands