marketing through social media and relationships

marketing through

and relationships

Sunday, March 28, 2010

I tell my friends about your brand

but because I like my friends

not because I like your brand


86,000

50,000,000

450,000,000

200,000,000

source: ecom score media metrics


have you ever “friended” a brand on Facebook or MySpace?

40.10%

59.90%NO

YES

0.70%

5.00%

6.20%

18.20%

32.90%

36.90%

Service, support or product news

i am a current customer.

Exclusive deals or offers

Other people I know are fans of the brand.

Interesting or entertaining content.

Other

what is the primary reason you “friend” a brand?

Source: Razorfish study


have you ever followed a brand on Twitter?

25.50%74.50%NO YES

0.40%

3.50%

6.30%

22.70%

23.50%

43.50%

Service, support or product news

i am a current customer.

Exclusive deals or offers.

Other people I know are fans of the brand.

Interesting or entertaining content

Other

what is the primary reason you follow a brand on Twitter?

Source: Razorfish study


we used to watch


now we create


our relationships with media are

more complex than ever


community is our new source of content


we want to do business with a person


we possess more power than ever


and we take it wherever we go


there’s no such thing as perfect, only perfects


the mp3 is good enough


attention is the new scarcity


Social media is about getting others to tell our stories for us


It’s about inspiring them to actually write and create those stories with us.


Better yet, allow the consumer to become the story.


community

engage

content

interest plan

collaborate

audience

target

message

media plan

penetrate


build listening stations


Text


$


engage based on a user’s mode


rethink your brief


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March 2010


blogosphere

search

social content

social networks

Original branded content and utility

Channel content is

promoted and posted to

blogs.

Profiles are promoted to the blogs.

Friends and fans join your network.

Channel content is posted to profiles.

Profiles drive traffic to the content

channels.

Blogs will drive traffic and

members to the profiles.


change your organization


employee mobilization

crisis management crowdsourcingviral mobilization search engine optimization

content creation

utility applications

listening stations

blogger relationspresence engineering

measurement analytics

alliancesbrand strategy web development

creative


commitment


agility

agility


thank you.


marketing through social media and relationships

Documents

new source of content

entertaining content

noyes i

social media

razorsh study

listening stations

current customer

exclusive deals