can social networking build your brand?

Jason D. Schwartzjason@robberbaronmusic.comwww.robberbaronmusic.com

SXSWi 2007 Session

Jason D. SchwartzBackground

Consultant in the digital media industryIsland Def JamBET Interactive

Marketing at an interactive agency for Fortune 500 clients

Started Robber Baron Music, a digital music labelwww.robberbaronmusic.com

Launching Social RaceSocial media site in the political space

Agenda

Marketing on existing networksCase StudyHow-To

Market research on existing networks Creating your own social media

Joining The ConversationCampari Case Study

Source: 11/28/06 Richard MacManus at readwriteweb.com

Campaign consisted of:Flash WebsiteMySpace ProfileYouTube ProfileFlickr AccountDel.icio.us Account

Website

MySpace

Flickr

YouTube

Del.icio.us

Campari Results

170,000 PageViews13.5% from social media sites

3,000 “Friends” 2,500 comments across the sites 92,000 views across the sites

Campari Results

Niccolò Magnani, MRM Worldwide, “What I like is that we created a community of

people that we can further talk about red passion.”

Problems With The Campaign

Fake profiles can be dangerous Transparency on the web is important If you lie, you will be found out

Lonleygirl15 You may believe there is no such thing as

bad PR Works better in the arts and entertainment

industry To avoid problems disclose company

sponsorship

Did They Connect?

“What I like is that we created a community of people that we can further talk about red passion.”

The reality is that all of the profiles and accounts were deleted

Violates terms of serviceYou can probably get away with it, but

expect a short run

How To Do It

Update content frequently Don’t spam inboxes Keep on top of the community MySpace

Design in CSS○ www.mikeindustries.com

Standard MySpace

CSS MySpace Full Functionality

CSS MySpace Broken Functionality

How To Do It

Update content frequently Don’t spam inboxes Keep on top of the community MySpace

Design in CSS○ www.mikeindustries.com

Purchase a branded profile from MySpace or FaceBook

Listening To The Conversation

Social media sites are populated with people describing their preferences

Market researches pay people to tell them what they like and what sites they visit

Social media sites make this same data public for free

Discovering Tangential Interests

Good marketing comes from understanding your audience

Its easier to cut through the noise in an uncrowned space

The goal is to find the non-obvious place to reach your audience

Don’t market a golf club in a golf magazine, market it at Home Depot

Using Del.icio.us

Search Del.icio.us for the brand category

Look at related tags

Using Del.icio.us

Search Del.icio.us for the brand category

Look at related tags Build profile of the target audience SEO

Look up related items Enter top bookmarks into Similicio.us Build a list of sites to advertise, partner, and

compete with

Del.icio.us Tea Results

Terms for SEO and further research:Food, shopping, coffee, health, recipes,

design, gifts Sites to partner or advertise with

thinkgeek.comthreadless.comtreehugger.comlifehacker.cometsy.com

Using Technorati Finding a key opinion leader can be a

valuable contact Search Technorati for the brand

category Switch the search to blog directory

Surf the results. The best may not be the highest ranked

Look at what tags the blog uses Look at who else links to them

What To Do With Technorati Results

Build a more detailed picture of your target audience

Advertise on the blogs Offer a promotion Engage in link trading

Creating Your Own Social Media

Tap into your audiences ability to createChevy Tahoe create your own ad

Creating Your Own Social Media

Tap into your audiences ability to createChevy Tahoe create your own adCurrentTV www.current.tv/make/vc2/vcam

User Generated Ads

Tap into your audiences ability to createChevy Tahoe create your own adCurrentTV

The downside is a loss of marketing control

Creating Your Own Social Site

Do not create another social network for people to meet up

Create something social that makes your audience’s interests easier

Example: If you work with a wine company, create a site for people to share wineSame goes for a glass company whose

customers probably drink wine

Creating Your Own Social Site

Rather than buying an ad, sponsor an entrepreneurMore interactive than a spotEngages your audienceCreates a true community you can

communicate with Sponsor a UI over hall or upgrade

Get access to their user statistics (don’t abuse)

Conclusion Advertising in social networks can be

effective, but does not create a community Think of social media as a place to

discover your audiences interestsDel.icio.usTechnorati

Create sites that make these interests easier and have your client sponsorThis will create a true community and dialog with

customers

Contact Info

Jason D. Schwartzjason@robberbaronmusic.comwww.robberbaronmusic.com

I am available for speaking engagements and consulting in the digital space.

can social networking build your brand?

social media

community

brand category

audiences

red passion

social site

true community

css www

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