Burda Social Media - Day 2
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Prantik Mazumdar's Day 2 deck from Burda's Social Media Training
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Burda Social Media - Day 2
- 1. Welcome to Day 2 More Case Studies & Application Hello@happymarketer.com
- 2. 1. The role & influence of “digital” in marketing? 2. Latest Developments in Facebook Marketing 3. Integrated Offline-Online Social Media Campaigns 4. Social Media ROI Hello@happymarketer.com
- 25. In the last 700 years, since the advent of print media, marketing has evolved across many different media and devices and is progressively moving towards in-bound, content based, non-intrusive ideas Hello@happymarketer.com
- 26. So where & how exactly does “digital marketing” fit in & influence marketing? Hello@happymarketer.com
- 27. Traditionally the consumer decision making process has been linear and simplistic……. Hello@happymarketer.com
- 28. …but with the advent of digital & social media, the model has evolved to be dynamic….. Source: McKinsey & HBR 2010 Hello@happymarketer.com
- 29. …and in this new loop model, online marketing helps marketers achieve a good mix of objectives….. Hello@happymarketer.com
- 30. ….and there’s different forms of digital marketing channels & media to cater to the different phases….. Hello@happymarketer.com
- 31. Brand marketers must distinguish between the different kinds of digital media available & their utilities…. Hello@happymarketer.com
- 33. Activity 1: Design an advertising campaign for AugustMan across the following channels • Print • Radio One annual mega promotion • TV to increase the awareness • Email & subscription • Mobile of the magazine • Display • Social Media Hello@happymarketer.com
- 34. 1. The role & influence of “digital” in marketing? 2. Latest Developments in Facebook Marketing 3. Integrated Offline-Online Social Media Campaigns 4. Social Media ROI Hello@happymarketer.com
- 49. 6 Asian countries in the Global Top 20 Hello@happymarketer.com
- 66. So, does Facebook work for businesses? Hello@happymarketer.com
- 77. What are the cool, new, relevant Facebook updates? Hello@happymarketer.com
- 80. 1. Cover Photo & Profile Photo 2. Milestones 3. PinPosts & Highlights 4. Private Messages 5. Admin Panel & Analytics Hello@happymarketer.com
- 82. Activity II: Let’s use our creative juices to think of ideas of how best we can leverage on the Timeline & Social Reader to revamp AugustMan’s Facebook Page Hello@happymarketer.com
- 83. So, what should be my Facebook Marketing Strategy? Hello@happymarketer.com
- 85. The activities and events that typically into campaign planning exercises…… • Facebook Fans Strategy Community • Facebook MediaBuy & CPC Advertising Growth • Online & Traditional PR • Facebook Application Contest Community Engagement • Facebook Wall Content Strategy • Facebook Photos & Videos • Traditional PR Activities Community Participation • Promotions & Fan Meetups • Roadshows & Events Hello@happymarketer.com
- 86. Brand Engagement Hello@happymarketer.com
- 87. September 2009 – September 2010 Hello@happymarketer.com
- 88. Wall Strategy (December) From Tongue Twisters, Sing-a-long, Trivia’s… Hello@happymarketer.com
- 89. Total comments 720 (average 8) Overall highest – 63 comments Total likes 680 (average 7) Overall highest – 70 likes Hello@happymarketer.com
- 90. A TRIBUTE TO EARTH DAY (April 22, 2010) The theme for April is Environmental Awareness. Cheers is launching an application that serves as an awareness on how to maintain the balance of a pond’s eco-system which will make healthy water for fish and other living community in a pond. An ECO FRIENDLY FUN ACTIVITY for users keep the balance in the eco-system to stop water pollution and act fast. Thus, we named the application as the Cheers Act Fast Challenge. Hello@happymarketer.com
- 91. Go Wild Over Football w/ Cheers June 1 to July 9, 2010 Extended till July 12th Hello@happymarketer.com
- 92. Wall activity just for the fans… Hello@happymarketer.com
- 93. World Cup Finals (July 11/12 SGT) SPAIN scored the 1st and only goal of the World Cup 2010 at 4:57 am. 14 people was up, some cheered some wept using our wall… Hello@happymarketer.com
- 94. Trivia on Video Photo Tagging Hello@happymarketer.com
- 95. June 2010 interaction went to > 100 interactions. March’s highest interaction was 65. Avg. interaction would be 35 per month. Month Interaction Comments Like June 496 249 241 May 373 162 205 April 365 190 170 March 500 296 193 March 2010 Hello@happymarketer.com
- 101. Customer Service Hello@happymarketer.com
- 104. Promotion & Contests Hello@happymarketer.com
- 107. Social Commerce Hello@happymarketer.com
- 110. So, what can we do for Burda & it’s properties? Lets Brainstorm! Hello@happymarketer.com
- 111. Activity III: Think of one idea each per given category for the August Man FanPage 1. Brand Engagement 2. Contests & Promos 3. Customer Service 4. Crowdsourcing 5. Social Reading & Commerce Hello@happymarketer.com
- 112. 1. The role & influence of “digital” in marketing? 2. Latest Developments in Facebook Marketing 3. Integrated Offline-Online Social Media Campaigns 4. Social Media ROI Hello@happymarketer.com
- 113. The Offline vs. Online battle? Hello@happymarketer.com
- 116. How do I split my spends? Source: Mashable Hello@happymarketer.com
- 118. Which one takes the lead & How do we synergize both? Hello@happymarketer.com
- 119. Offline marketing boosts online effect by 40% What prompts users to search online for a particular product/service? • TV ads – 44% • Word of Mouth – 41% • Print ads – 35% • Radio – 23% • Billboard – 13% Source: eConsultancy & iProspect Hello@happymarketer.com
- 122. 1. The role & influence of “digital” in marketing? 2. Latest Developments in Facebook Marketing 3. Integrated Offline-Online Social Media Campaigns 4. Social Media ROI Hello@happymarketer.com
- 141. There needs to be a balance Between quantitative & Qualitative metrics! Hello@happymarketer.com
- 142. Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +65 9069 5123 Hello@happymarketer.com