A short presentation about how to exploit social media tools in 2010? The presentation tries to categorize social media campaigns in different archetypes.

1. A BRAVE NEW
WORLD
from online marketing perspective

3. THIS IS A BRAVE NEW WORLD WE LIVE IN...
WTF is social media???
Link

4. YEAH,
AMAZING NUMBERS!
IT’S A REAL
REVOLUTION
…
LET’S DO IT!

5. IT’S A MESS….WHERE
SHOULD I START?

6. ALWAYS WITH THE STRATEGY…

7. ALWAYS KNOW WHAT YOU WOULD LIKE TO SAY AND
DETERMINE HOW WOULD YOU LIKE TO DO THAT?
Tool Output
WHAT is the communication trying to
persuade people to believe?
The Objective
What ?
How ?
HOW is this communicated?
The Creative Mechanism

8. AXE IS A GOOD EXAMPLE…
Tool Output
WHAT is the communication trying to The seductive
persuade people to believe? power of Axe…
The Objective
…is brought to
HOW is this communicated? life by women
unable to control
The Creative Mechanism their passion
when a man is
wearing it.

9. THE SAME MESSAGE IS USED EVERYWHERE.
message

10. SOCIAL MEDIA SHOULD BE PART OF THE INTEGRATED 360
COMMUNICATION.
360 online

11. SM BUILDS IMAGE, GENERATES TRAFFIC AND
HELPS SEO
ANALYTICS,
BANNER ONLINE
CAMPAIGN PRESENCE
S MONITORING
TRAFFIC, IM
WEBSITE DIGITAL PR HELP SEO
AGE SEO
SOCIAL
MEDIA TRAFFIC
MARKETIN
G

12. WHAT IS SOCIAL MEDIA MARKETING?
IT’S THE STRATEGY THAT HELPS
YOU
1.FIND CONSUMERS AND
POTENTIAL CONSUMERS
ONLINE
2. LISTEN TO THEM
3. GET IN TOUCH W THEM
AND FINALLY ENGAGE THEM

13. A toolbox you can use….

14. Social Media Do’s
and Don’ts
Do-s:
– Be on every popular web 2.0
platform
– Go where the users are, not ask
users to come to you
– Be integrated, be online with the
same message on every platform
– Offer Value (Content), Not Self-
Promotion:
• To gain an audience, talk about
what you know, not what you sell.
– Listen to the Audience.
• Gather as much and as relavant
infos as you can
– Follow, Answer and “Retweet.”
• Process the information and react
immediately
Don’t-s:
– Try to act as real user when you
are a company
– Try to lie to users
– Spam ppl with content can’t be
intresting for them

16. Role of Social Media
in marketing campaigns
1.Spread the 2.Provide
message: viral functionalities
effect Social Media
Social Media generates
Drives traffic traffic itself
to on a fanpage
microsites, a or on an
rticles, applic account
ations
3. Gives platform for
sharing: based on user
generated content

17. Role of Social Media: 1. Spread the message: viral effect
Goldstar Beer: Park Fight Facebook App: Flash game
Go where users are: facebook
1 and make an application. Promote 2 Let users play with it 3 Let them share the points
And wait for the viral effect
Your application there.
Aim: engage users with the
brand
Tools: facebook app.
User task: play with a Flash
game.
Motivation: to win over the
women/men

18. Role of Social Media: 1. Spread the message: viral effect
Augmented Reality Microsite
Go where users are: facebook
1 And make an application. Promote 2 Let users experience the 3D effect 3 Let users share it
Your application there,
Aim: engage users w the brand
Tools: facebook app.
User task: try out the new tech.
Motivation: experiencec
Youtube video

19. Role of Social Media: 1. Spread the message: viral effect
Lipton Chineese Viral greeting card (microsite)
Go where users are:
Chineese IM and SN Engage them w smg Let them spread See the results:
1 And promote your 2 relevant on the 3 the message: go 4 viral effect, digital
microsite there microsite viral! PR
Aim: engage users w the brand
Tools: social networks, IM
User task: watch the video and forward it
Motivation: gifting season Youtube video

20. Role of Social Media: 2.Provide functionalities
2.a: Like button outside FB: Levi’s Like button function
Integrate Like button functionality Let them find their friends on Bring them to a social network
1 On a webstore 2 the website 3
Aim: make online shopping more
intresting
Tools: facebook
User task: like jeans and make a friends
store
Motivation:a personalized store (only my Youtube video
And my friends’ jeans are there)

21. Role of Social Media: 2.Provide functionalities
2.b: status update function: Dymocs books Tweet A Review
Campaign
Build future activity
1 Go where users are: facebook, twitter 2 Collect user base by motivating them 3 on this user base
Aim: build user base
Tools: facebook, twitter
User task: tweet in 140
characters about 101 best
books reviews
Motivation: win one of the
books or all of them

22. Role of Social Media: 2.Provide functionalities
2.c : delete your friend function: Whopper sacrifice
1 Go where users are: facebook, twitter 2 Give them an application which 3 See the effects
works differently
Aim: to prove Americans
love Whopper
Tools: facebook
User task: delete their
fake friends
Motivation: win one
whopper Youtube link

23. Role of Social Media: 2.Provide functionalities
2.d: tagging functionalities: Ikea tagging campaign
1 Go where users are: facebook 2 Use one of the functionalities 3 See how users are
As noone did before Waiting for your next
activities
Aim: to introduce new
products
Tools: facebook
User task: tag pictures
Motivation: win one of
the tagged furniture
Youtube video

24. Role of Social Media: 3.Gives platforms for sharing
uploading photos, videos,blog entries, design contest
1 Promote the campaign in several 2 Make one platfrom site. F.ex: 3 Have users vote for it
media youtube channel
4 Have a jury vote for the TOP 10 5 Give a special relevant gift
Aim: to engage users by
Teaching the Fanta
Dance
Tools: youtube channel
User task: upload video
Motivation: win a video
clip w SP Youtube video

25. http://mashable.com/2009/06/03
/dunkin-donuts-facebook-
campaign/

26. fin