So you want to do social media marketing?

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So you want to do social media marketing?
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Social media marketing

• Its not a new way to broadcast information about
  your company
• If people want to hear you talk about yourself,
  they can go to your website
• Develop a content strategy that can be executed
  through dialogue

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Social Media is about

• Listening
• Getting tuned into your customers needs has never
  been easier
• Demonstrate your value
• Do not ask what your customer can do for you
• Living up to your brand promise
• We never stop working for you Really?

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How to get started

• Set desired goals for social media
• Align approaches with objectives
• Select appropriate technologies last

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Technologies and platforms

• One-size-fits all channels
• Blogs
• Social networks
• YouTube
• Twitter
• Wikis

• Custom Social Software
• Facebook apps
• MySpace apps
• Widgets
• Standalone social sites/apps

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What is Social Software?

• Software in which the value to a user is derived
  through the engagement of others

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Examples of Social Software

• Type
• Connecting with strangers
• Connecting with friends friends/acquaintances/coll
  eagues
• Collective insights (Crowdsourcing)
• Community broadcasting

• Example
• Ning group for "mothers of children with autism"
• Classmates.com, Facebook, LinkedIn. MySpace
• mystarbucksidea.com, idea storm (DELL), digg
• YouTube, twitter, Flickr, Slideshare, blogs

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There is no lack of additional examples
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Apps on Social Networks

• Facebook is king of apps
• gt660,000 developers/50,000 apps
• gt 5,000 apps have gt 10,000active users
• gt2/3 of of Facebook users have installed apps
• as of May 2009

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Social Network App Categories

• Content/Discovery
• Quiz
• Games
• Gifts
• Self expression
• Networking
• Charity

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Branded Social Apps

• Brands are shifting online budgets toward apps
• Replacements for ads
• Replacements for micro-sites
• Products/product extensions
• Many brands/agencies miss the boat
• Trad. three-month planning windows is too slow
• Set forget mentality renders apps stale
• Campaign thinking kills long term potential
• Rethinking the role of apps
• Its the new CRM
• Its the new market research
• Its the new product development

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Why Social Network Apps

• Access to users Allow unique experiences that
  leverage a user's social graph
• Control Provide a platform where the brand
  customize the experience, control the engagement
  and measure it's impact
• Propagation Get 'free' viral distribution

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Building Successful Facebook Apps

• Clarify your Strategy
• Understand the Engagement Model
• Master the Technology
• Know Yourself

These rules applies to most social app
development
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1 - Clarify your Strategy

• How do you quantify success?
• What kind of engagement are enabling?
• Entertainment or utility?
• A dialogue with your customers?
• Connecting customers with each other?
• What happens after launch?
• How will you ignite the dialogue?
• How will you keep your influencers engaged?
• How will you monitor chatter?
• How are you going to engage/respond to the user
  activity?

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2 - The Engagement Model

• Bragging
• My activities
• My friends
• My content

• Stalking
• Friends
• Companies
• Topics

• Flow
• Each engagement is
• enjoyable
• increasingly more involving
• and exponentially more rewarding

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3 Master the Technology

• Accept youre building your house on sand
• APIs change overnight
• Youre constantly iterating
• Facebook is not an island
• Data flows both into and out from Facebook
• Are you ready for failure?
• Put measurements in place to understand how and
  when to iterate
• Are you ready for success?
• Can you scale quickly enough to handle success?

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4 Know Yourself

• What is your brand promise?
• How can you demonstrate the value of your brand?
• What is your social value?
• How can your brand enrich customers lives
• Are you willing to listen?
• How will you react to feedback and criticism?

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Apps built by Social Intent
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Next Frontier Distributed Social Networks

• Facebook and other social networks will be
  focusing more on embedding themselves into 3rd
  party sites
• Facebook Connect allows 3rd party sites to allow
  users to log-in with their Facebook ID and access
  Facebook functionality, apps and social graph
• More than 8,000 websites have implemented
  Facebook Connect since its general availability
  in December 2008

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Organizational Challenges

• What distinguishes social media tools from
  previous technologies such as CRM, is the high
  degree of participation they require to be
  effective.
• While often challenging to an organizations
  culture, they are not technically complex to
  implement.
• - 2009 McKinsey

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Social Intent

• Vidar Brekke, CEO
• www.socialintent.com
• vidar_at_socialintent.com
• Linkedin.com/in/vidarbrekke
• Twitter _at_social_vidar