So you want to do social media marketing? - PowerPoint PPT Presentation


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So you want to do social media marketing?


Apps on Social Networks. Facebook is king of ... Why Social Network Apps ... Facebook and other social networks will be focusing more on embedding themselves ... – PowerPoint PPT presentation

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Title: So you want to do social media marketing?

So you want to do social media marketing?
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

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?

How to get started
  • Set desired goals for social media
  • Align approaches with objectives
  • Select appropriate technologies last

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

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

Examples of Social Software
  • Type
  • Connecting with strangers
  • Connecting with friends friends/acquaintances/coll
  • Collective insights (Crowdsourcing)
  • Community broadcasting
  • Example
  • Ning group for "mothers of children with autism"
  •, Facebook, LinkedIn. MySpace
  •, idea storm (DELL), digg
  • YouTube, twitter, Flickr, Slideshare, blogs

There is no lack of additional examples
Apps on Social Networks
  • Facebook is king of apps
  • gt660,000 developers/50,000 apps
  • gt 5,000 apps have gt 10,000 active users
  • gt2/3 of of Facebook users have installed apps
  • as of May 2009

Social Network App Categories
  • Content/Discovery
  • Quiz
  • Games
  • Gifts
  • Self expression
  • Networking
  • Charity

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

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

Building Successful Facebook Apps
  • Clarify your Strategy
  • Understand the Engagement Model
  • Master the Technology
  • Know Yourself

These rules applies to most social app
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

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

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?

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?

Apps built by Social Intent
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

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

Social Intent
  • Vidar Brekke, CEO
  • Twitter _at_social_vidar