2. “ A radical advertising and marketing
change has occurred in the
World of ”
3. why social media?
• Reach networks of people
• Word of mouth / viral propagation
• Continuous engagement, before / during /
after event
• Compliments marketing efforts
• Search engine visibility
• Market research, feedback
• more…
4. traditional methods
• Email lists
• Newpaper ads / TV
ads
• Cold calling leads
• Other interruptive
marketing
5. Consumers are not listening anymore
Interruptive marketing has seen it’s day
Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
6. The Audience
is creating
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
7. The Audience
is selecting
Time Shift technology
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
8. The Audience
is changing
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
9. advancements of… digital media
“ Consumers control the online environment so
brands need to think about facilitating user-
created actions, not just user-generated
content." Unlike newspapers and TV where the
advertisers are speaking at consumers, the
Internet allows for more back and forth
”
interaction.
Source: http://china.seekingalpha.com/article/30979
14. anatomy of social media
campaign
• Planning
– Identify goals, stakeholders and audience.
• Goals must be trackable
• Educate stakeholders, manage expectations, get a
lot of people involved.
• Segment your audience, preferable verify with data
set.
15. the question
Will the concept fit a social model?
Fundamentally, social media has the
potential to create an audience and
encourage interaction and sharing of
ideas.
How would this engagement further your
cause?
16. know what you want to accomplish
Develop a social media campaign for a
specific goal or purpose.
This will help you pick which site to use
and how to measure success.
17. decide on purpose of social media and
organization’s position
Social media is not a pure sales
medium, decide on what you
company would want to use it for.
Your social media presence is more
for online branding, educating your
customers and engaging the public.
18. decide on which platform to use
There are many different social media
platforms to use, which one fits your
company best?
Find where your niche and audience are
located and which platforms they are on
and engage them there.
Tip: Engage in 3 – 4 platforms. Cross
marketing between the platforms
creates multiple touch points.
19. execution
• Test with real users
• Deploy with room to scale
• Decide on platform
• Analyze, optimize and iterate – enhance
your process
20. social media involves
• creating FB pages, Twitter account, ONE OFF
YouTube account.
• Updating profile, bio. EVERY CHANGE
• Getting Fans to join page DAILY
• Planning theme and strategy to MONTHLY
engage public.
• Creating Engaging Content DAILY
• Monitoring Comments and DAILY
Feedback.
• Analyzing Reports MONTHLY
21. facebook
• 600+ million users
• Can register smaller groups and engage
crowds already present in established
groups
• Post photos / videos of events
• Tag fans and create a community
• Polls
• Events
22. facebook
• Facebook Pages can be the center of
Public engagement.
• Facebook Ads (Social Ads) can quickly
spread awareness through very specific
targeting
• Engagement Ads
• Viral Apps
23. facebook
Content
• Video
• Photos
• Events
• Blogs and Links
• Reviews
• Discussions
– much more
24. Facebook usage statistics by country - Dec 31st 2010
# of Facebook users # of Facebook users # of Facebook users 12 month 24 month
Rank Country Dec 31st 2008 Dec 31st 2009 Dec 31st 2010 growth % growth %
1 USA 42,078,960 101,303,240 145,749,580 43.90% 246.40%
2 Indonesia 897,040 14,681,580 32,129,460 118.80% 3481.70%
3 UK 14,937,180 22,625,300 28,661,600 26.70% 91.90%
4 Turkey 7,934,340 16,943,780 24,163,600 42.60% 204.50%
5 France 6,587,240 14,290,700 20,469,420 43.20% 210.70%
6 Philippines 390,700 8,387,560 18,901,900 125.40% 4738%
7 Mexico 1,440,640 6,505,040 18,488,700 184.20% 1183.40%
8 Italy 5,585,700 13,272,760 17,812,800 34.20% 218.90%
9 India 1,071,280 5,397,480 17,288,900 220.30% 1513.90%
10 Canada 10,862,040 14,228,460 17,288,620 21.50% 59.20%
11 Germany 1,255,480 5,799,520 13,678,200 135.90% 989.50%
12 Argentina 2,255,300 7,387,120 12,359,260 67.30% 448%
13 Spain 2,596,080 7,701,200 12,235,080 58.90% 371.30%
14 Colombia 3,632,760 7,243,520 11,665,860 61.10% 221.10%
15 Australia 4,330,040 7,611,920 9,661,720 26.90% 123.10%
16 Malaysia 850,420 3,975,640 9,544,580 140.10% 1022.30%
17 Brazil 209,460 2,413,900 8,821,880 265.50% 4111.70%
18 Taiwan 112,900 5,490,300 8,752,640 59.40% 7652.60%
19 Chile 4,153,060 5,808,020 7,586,060 30.60% 82.70%
20 Venezuela 1,874,220 4,952,340 7,552,760 52.50% 303%
25. twitter
“With twitter gaining popularity, number of users greatly increased after
celebrities began to use this social media platform. Many people are
only beginning to realize the true value in it. ”
1.Networking
2.Updated news
3.Relationships
4.Information
5.Alerts on Upcoming Events
26.
27. build your community
• Tweetups!
• After event engagement?
• Ad hoc meetings?
• Face to face engagement.
• Crowdsourcing ideas.
• Fundraising.
• Spreading awareness.
• Sharing updates.
28. twitter
• Event #hashtags
– Spread awareness of event
– Monitor feedback
– Channel of communication
– Customer support
– Media engagement
– Q&A
29.
30. blogs & Articles
• Write articles to inform people about new
development and advances of the industry.
• Give value and knowledge that people will find
useful, for products and services related to your
company.
• Brand yourself as an “expert” in the industry.
• Improve your credibility by sharing knowledge.
• Millions of people read articles on
ezinearticles.com, blogger.com or
wordpress.com everyday.
33. decide on how your social media will be managed
Who will be in charge of the Twitter
account and Facebook Pages?
Find out the rules needed for
management to be comfortable.
Find different roles for people with
different comfort levels and skill sets.
34. areas of focus
• Promotion
• Execution
• Follow up
35. market passively
Social media folks are not used to
aggressive marketing, and will be
turned off by it.
Aggressive marketing may bring
negative results.
37. think social media apps
desktop apps
widgets
RSS
38. promote repeatly
• Facebook Connect
• http://mashable.com/2009/01/12/facebook-
connect-implementations/
• Open Graph
• http://developers.facebook.com/docs/open
graph
• Badges and Logos
39. add value
Be sure you provide many great
reasons to follow you.
Keep content interesting and
varied.
Always have your audience in
mind.
40. be consistent
Consistency is key.
Allocate a few hours a week to
monitor your social media progress.
Consistently be part of a community,
not there only to market products.
Participate in conversations and do
not leave conversations you started.
41. be helpful and approachable
Do not just broadcast your own
messages.
RT (Re-tweet) interesting news and
information to your audience.
Reply to comments.
Answer questions you know the
answer to that appear in your feeds.
Participate in conversations.
42. focus on quality rather than quantity
On Twitter and Facebook, focus on
quality interactions, and build deep
relationships.
Convert fans into Evangelists and
hope they can promote your company
through word of mouth.
Numbers may mean more chances of
spreading message but DOES NOT
GUARANTEE that.
43. cross promote and share messages
There are applications that allow you to
update status on LinkedIn, Twitter and
Facebook. If they are the same message
you want to update for all your mediums,
simply use Hootsuite.
It is ok to update your new blog post on all
your different channels and no reason why
you should not do that.
44. be in for long haul
Building relationship and trust takes time.
Do not give up after trying out for one
month. Relationships are not built
overnight.
Social media can increase your profile and
open many opportunities if you try, you
may not even actively market yourself or
your company.
45. don’t allow it to consume your time
If not managed properly, social media
can be a distraction if you just have
conversations in small groups.
Make you’re your efforts are not in the
way of doing business.
46. run events
Run events and meetups to try to engage
your fans and supporters in a physical
way. “Put a face” to that digital avatar.
Promote your ideas, products and
services. – Make it tangible!
47. engagement does not end after event
• Build your community
• Blog
• Stream / video edits
• Photos of events
• Twitter
• Get feedback / extend the dialog
• Promote your next event
48. engagement does not end after event
• Share summaries
• Share slides
• Extend engagement for paid attendees
• Link to relevant blogs
• Reply to feedback / comments during
event
• Build relationships
49. engagement does not end after event
• Launch survey to collect information on:
– Speakers
– Topics
– Event
• Run polls on what they like best about the
event
• Create a place to further facilitate
discussions
• Use backchannels as archive
50. summary
Questions and concepts
• How do I make it fun? (Gaming concept to
get people come back for more)
• How do I make it usable so users can
come back for more?
• How do I provide value?
• Keep it simple!
51. summary
• How do users share my content?
• How do users contribute and engage? (Do
I allow user express themselves?)
• Integration and context
– Will users use my information and is there a
larger Eco-system that your campaign can
integrate?
53. conclusion
• Use technology, build relationships
• Create and foster dialog.
• Find innovative ways to increase
engagement and attendance.
• Encourage openly sharing of content, not
keep for private use.
• Build community, facilitate networking.
• Embrace change.
54. conclusion
• Users are not on Facebook or any social
platforms for you or your products.
• Be useful or fun. -> Don’t intrude.
• Many ways to succeed in a campaign, be
hollistic, but don’t lose your big picture.
• Use analytics and analyze data, change
strategies according to data.
• Plan and think long term.
• Educate Stakeholders.
55. use social media for your
campaigns and build relationships
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