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So you want to do social media marketing?

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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?


1
So you want to do social media marketing?
2
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

3
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?

4
How to get started
  • Set desired goals for social media
  • Align approaches with objectives
  • Select appropriate technologies last

5
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

6
What is Social Software?
  • Software in which the value to a user is derived
    through the engagement of others

7
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

8
There is no lack of additional examples
9
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

10
Social Network App Categories
  • Content/Discovery
  • Quiz
  • Games
  • Gifts
  • Self expression
  • Networking
  • Charity

11
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

12
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

13
Building Successful Facebook Apps
  • Clarify your Strategy
  • Understand the Engagement Model
  • Master the Technology
  • Know Yourself

These rules applies to most social app
development
14
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?

15
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

16
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?

17
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?

18
Apps built by Social Intent
19
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

20
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

21
Social Intent
  • Vidar Brekke, CEO
  • www.socialintent.com
  • vidar_at_socialintent.com
  • Linkedin.com/in/vidarbrekke
  • Twitter _at_social_vidar
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