Social Media Basics: Think Mobile Social Local

Social Media Basics:
Think Social I Local I Mobile

2. March 2012
Follow me: MiriWobo@twitter I www.DearMarketer.com

2. Basic Definitions – Social Media


Definition Social Media Marketing

Social Media
Marketing (SMM)
is the process of generating
interest and excitement in a
Brand, product or service
through various Social Media
channels by creating
valuable content and
promoting it.


Communication in the past 1:n


Communication today


The Secret of Social Media Marketing


What is new?

•  Communication at the same level (Brand/Customer)
•  Recommendation culture
•  Transparency (Nestlé, BP), loss of control
•  Reach via viral effects
•  Engagement vs. advertising pressure (Fans vs. Ads)
•  Social
Graphs allows target group clustering
Clustering von Zielgruppen (Targeted Advertising)


3. Social Media Opportunities for
Businesses
1. Social Media Target group & channels
2. Social Media Strategies


Who uses Social Media?

18-29 y. (83%) 30-49 y. (70%) 50-64 y. (51%)
65+ y. (33%)

Source: The Pew Research Center’s Internet & American Life Project n=2.277 adult internet
user ages 18 and older


Females, 18-34, Most Active on Social Networks


Important target groups in the web

• Experts, Fans, Brand ambassadors (eg. Logo)
• Consumers who seek information
• Brand affine users who can be reached via
promotions & entertainment
• Digital Natives who can be reached anytime via
web and mobile
• Influencers who generate big communities


Connected Customer today

• Shares Information
• Rates Products
• Likes Content

• Writes Reviews

But these are just 10% !


Social Media Networks: Facebook is the Winner


Social Media Relevance for Companies


Investments in the following Social Media Marketing channels

Follow me: MiriWobo@twitter I www.DearMarketer.com !

Challenges

•  Companies feel the need to use Social Media as a
marketing channel
•  But how?
•  A lot of hype
•  High investment speed
•  Relevance?

•  ROI Measurement


Social Media Relevance: Consumer vs. Businesses


Typical Social Activities in Each Stage of Marketing Funnel

Source: Booz & Company


Strategic Social Media Marketing: Goals

Customer


Strategic Social Media Marketing: Value


Overview Use Cases

•  Social Ads (Display Ads) à Lead generation
•  Fans & Follower à Strengthen Customer Relation
•  Corporate
Communication à PR/ Crisis
Management
•  Brand Monitoring
•  Research/ Competition Watch
•  Recommendation Marketing à New Customers
•  Recruiting

•  Customer Service & Support
•  E-Commerce à Social Commerce


Facebook Example for Social Ads


Target Marketing: Based on basic demographic data
and page likes


Do Ads in Social Networks work?


4. Social Media Marketing
Campaign examples


Starbuck Ideas: Crow-Sourcing for Business Development

•  Free business ideas
from fans
•  Brand awareness
•  Customer
engagement

•  Example Outcome:
•  Low fat & high-protein items for breakfast
•  Free coffee for Gold Card members on their birthday
•  Starbucks VIP card
•  Buy coffee beans, get a free cup of coffee

Canada travel twitter campaign in NYC to reach out to busy Americans


Fox Volkswagen twitter campaign to generate brand awareness
find the hidden tickets via an interactive treasure hunt.


Diesel Store Facebook POS Marketing for viral spread

“First Mirror on the Wall
that works in Social
Networks”

•  Facebook Log-In
•  Take a picture
•  Add a comment
•  Send it to Facebook

•  Goal: Creating
brand awareness
while user share
their Diesel moment


Virtual Mini Hunt in Stockholm via Mobile App to generate buzz


5. Today’s challenge: Social Media is
great! But where is the money?
Introducing: Social Commerce – Permission based Marketing

I am a Fan!


Targeting the Social Graph


Facebook Social Graph


Collecting User Permissions (Tokens) enables businesses
valuable customer insights and recommendation marketing
based on their interests


How to collect token? It’s all about Apps!

Facebook " Mobile" Online"

Facebook App" Mobile App" Any Mobile App" Web Log-In"

Token


Facebook Apps: Wallmart Shopycat helps to find the right gifts


AmEx Link Like Love

•  Cardmembers link cards to
program, choose favorite
deals;
•  AmEx sends credits to
cardmembers' accounts as
they shop online or in stores,
no coupon to print out
•  Also: Rewards® points
offers, entertainment
access, exclusive content
and special events through
the application


6. Conclusion: Think Social/Mobile/Local

•  Customer behavior has changed
•  Connected customer is empowered; rates, shares, likes content and
products
•  Content is King

Customers don’t want to: They want personalized:

•  Learn about new products •  Discounts
•  Receive general information •  Purchases
•  Service

No matter which location or time
à Think Social/Mobile/Local


Social Media Basics: Think Mobile Social Local

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