2. What Is A Social Network?
• A dedicated website or other application that enables users
to communicate with each other by posting information,
comments, messages, images, etc.
• A network of social interactions and personal relationships.
4. Social Network Sites
• A social network site is an online service on which members
can establish relationships based on friendship, kinship,
shared interest, business advantage or other reasons.
• Social network services simplify the process of sharing
information, such as interests, events, status, and pictures
within individual networks.
5. Virtual Community
• A virtual community focuses on building relationships
using discussion boards to converse about topics of shared
interest.
• Examples: online chat rooms, virtual worlds (online video
games), message boards
6. Popular Social Network’s Traffic
• Facebook: 700 million monthly visitors
• LinkedIn: 100 million monthly visitors
• MySpace: 80.5 million monthly visitors
• Google: 32 million month visitors
7. A Global Perspective
• Social Networks are used by various countries in the world.
Social Networks are not only made in the US.
• Orkut, a social network made by Google, has over 117
million users from China, Brazil, and India.
• Vkontakte, also made by Google, has over 100 million users
from Russia.
• Bebo, also made from Google, has over 22 million users in
the UK
8. Benefits of Marketing with Social Networks
Allows firms to:
• Find talent
• Build brand awareness
• Find new customers
• Conduct brand intelligence and market research
9. Brand Intelligence
• Information that businesses can collect about their
customers, from basic demographics to topics of
discussion to detailed feedback.
• Monitoring social networks can gather opinions and
customer needs with great efficiency.
• Reduces/eliminates the need of costly market research.
• Allows for feedback and opportunities to provide
responses.
10.
11. Marketing with Social Networks
Businesses should:
• Decide on goals/objectives to be achieved.
• Determine a target audience. Social networks offer
different clientele.
14. Facebook
Offers:
• A liking system like no other (can spread like wildfire)
• Groups
• Advertising (under $100 a month)
15. Business-to-Business Marketing
• LinkedIn is the most dominant with its valuable
networking/broadcasting tools
• Designed to facilitate interactions between business
professionals
• Allows millions of users to contact each other and hold
direct/indirect contacts
• Users can collaborate with Groups and Answers
16. Linked In Case Study
Marketers:
• According to the text,
Marketers cite on a
frequent bases that
“LinkedIn is one of the
most valuable social
networks to incorporate
in a marketing strategy.
17. • When the recession from 2009 deepened, the director of
Quantivo whose name is Jason Rushin wanted to focus on how to
broaden the focus of the efforts that his marketing team was
putting forth.
• The team basically wanted to focus on how to expand their web
analytics, and business intelligence markets.
• Rushin’s team thought it was a good idea to use social media in
order to raise some sort of awareness about the general leads,
and procedures from the new audiences.
Quantivo Uses LinkedIn For Lead
Generation
18. • The team used LinkedIn groups to share the marketing collaterals
from the general leads.
• Along with LinkedIn, they used Twitter,YouTube Videos, and Blogs.
• On the bright side, the tactic that the team used was a success.
Rushin managed to gain a connect in the analytics world with the
community of prospects. He also received some valuable feedback
from the potential users as well. In addition, he saw 70-90
registrations for the marketing collateral that was shared with his
network.
Quantivo Uses LinkedIn For Lead
Generation
19. • Rushin learned later on that LinkedIn required a special
approach for the generation.Within 6 lessons, Rushin was
able to use LinkedIn to generate leads.
• In LESSON 1:
• “Rushin started his experiment
with LinkedIn by searching for
groups that were related to his
company's key target industries.”
They were retail, business
intelligence, and web analytics.
Quantivo Uses LinkedIn For Lead
Generation
20. • He eliminated groups that were gearing more towards job opportunities instead of talking about business
concerns.
• He examined the groups sizes, and joined the groups in order to assess each groups typical activity level.
• His goal was to find highly engaged audiences. In fact, some of the groups included up to 15,000 members.
• For each discussion, only one or two comments were received.
• In the end, he found groups that matched his needs.
• IN LESSON 2:
• Under his own name and title, Rushin
joined LinkedIn groups by doing this.
• This was done so he could establish a
presence with the industries audiences
that the company targeted.
• To avoid pushing company marketing,
joining the groups under a personal name
avoided that temptation.
Quantivo Uses LinkedIn For Lead
Generation
21. • IN LESSON 3:
• When the group had a new collateral to share, Rushin looked for many opportunities to
share them with the LinkedIn groups.All of his messages included engaging the groups
in the conversations. He monitored conversations so he could eventually comment on
other peoples topics.
• IN LESSON 4:
• The white paper or webinar offers were extremely successful because each group had their
own characteristics, and dynamics.
• Two factors that affected the response rate were placement in the weekly or daily update
newsletters, and white paper or webinar topic.With the first one, highlights on the recent
activities and discussions in the groups were talked about. In the second one, the groups
were more interested with them because they addressed industry trends, operational
issues, and other educational topics.
Quantivo Uses LinkedIn For Lead
Generation
22. • IN LESSON 5:
• Rushin managed to create landing pages.They addressed the LinkedIn audience. For the
visitors arriving from LinkedIn, the landing page text was modified by the team for them.
• IN LESSON 6:
• A lot of responses came from people who were looking for work such as independent
consulters, and job seekers.
• The ending result was that according to the text, the team changed its registration form
to require prospects to use an email address from a company domain.This was done to
discourage job-seekers.They were forbidden to use free email accounts like Yahoo,
Gmail, etc.
• The technique happened to backfire because members started to complain to Rushin
about the company preventing the unemployed people from viewing their “Thought-
Leadership Content”.
Quantivo Uses LinkedIn For Lead
Generation
23. How Nonprofit Organizations Can
Benefit from a Private Social Network
• change.org, which provides private social networks to
nonprofits, already has clients including CARE, Greenpiece,
and Amnesty International using its services.
• The appeal of a social network has drawn nonprofit towards
white label social networks instead of mainstream platforms.
• Private networks offer substantial advantages for organizing
and implementing an activist strategy (conducting a charity
or service campaign).
24. How Nonprofit Organizations Can Benefit
from a Private Social Network Cont.
• Nonprofits have several advantages
when opening a private social
network.
• Because most nonprofits are
organized, this creates an immediate
user base, of people who are informed
and interested in those issues.
• Nonprofits operate in a circle of
concerned individuals, and this can be
naturally transitioned into a social
network.
25. How Nonprofit Organizations Can Benefit
from a Private Social Network Cont.
• Once established, a white label social network can
provide many benefits to a nonprofit. Engagement
between members can bring out new ideas and
encourage people to work together for a common cause.
• Also, private social networks can serve a revenue-
gathering function without requiring member dues by
soliciting donations or selling advertisement space.
26. The Future of Social Networks
• Social networks have been constantly
growing since 2005.
• With the appearance of Google+ in early
June 2011, which has been growing at a
rapid pace, reaching 50 million members
by October 2011.
• Even with great success, Google wants to
now capture the masses, not small target
markets.
• Even though large networking sites are not
always the best place to invest a marketing
budget, they set social media trends and
are worth developing a presence on.
