social marketing feb 11 10 v2 0
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Social Media Marketing
What it is and how it can fuel your business
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Who are we?
• Jeffrey Veffer is a technology veteran with over 15 years experience specifically within the Internet space.
• Formerly a founding member of Bell Canada’s Innovation and Strategy team and has worked with Discovery Channel and several online start-ups
• Currently a partner with Brandsential – "bringing companies
closer to customers." • Follow @jeffreyveffer
• A veteran of online marketing, Peter Flaschner has worked in online strategy and design since 1997, for clients like Turner Broadcasting, Unicef, HP, Yahoo, CBC, etc
• In 2004, he founded The Blog Studio, the world's first design studio focussed specifically on the then emerging social web
• Today, Peter is the Creative Director and Consulting Practice Lead for Sequentia Environics
• Follow @flashlight
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Overview
• What is Social Media Marketing [and does it differ from traditional marketing?]– “a term that describes use of social
networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service.” -wikipedia
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Huh?
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Marketing
• Isn’t this was successful companies have been doing for years, even before the Internet was born?
• Basically yes, but now electronic channels allow you to reach many more potential customers faster than ever before
• Have rules of engagement changed? Stay tuned!
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The landscape
• Twitter, Facebook, Reddit, YouTube, Flickr, Hi5, blogs, Orkut, Bebo, LinkedIn, MySpace, Ning, Plaxo, Stumbleupon, tribe.net etc. etc.
• There are many places where your customers and prospects are interacting online
• But where do you need to be?
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Objectives
• What are your objectives?– Increased awareness?– More transactions?– All of the above?
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Marketing 101
• What is your target market? (Who is your customer?)
• Product• Promo• Price• Place
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But….
• Maybe traditional marketing might not give us the whole picture
• Place – online, can sell anywhere• Product – is it a product or the overall
experience• Etc. – you get the idea
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Basics (again)
• Interactivity means that “one-way” push of information out is less effective- you are only “renting eyeballs” till the next marketer’s campaign
• How to build relationships so that customer not only buys your product/service, but actually becomes an advocate for it to others!
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How do customers think?
• Relevance• Interaction• Trust• Understanding
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What can you provide?
• Content- material to share “give to get”
• Community – get interactive• Conversation – be open, 2- way
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One size doesn’t fit all
• Each case is different• Have a plan and objectives• “Customer-focused” culture
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Case Study-Servus Credit Union
• “Feel Good Ripple”- customers given $10 to do something nice for someone else, and explain why
• Blends real life and online• Have a twitter account and facebook
page• Over 600 posts in a month on the
page and great coverage in other media (blogs, print)
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How to start?
• Listen! Find out what customers are saying
• Contribute – Be willing to share• Have clear objectives + develop a plan• Build relationships – customers can
evangelize your products if they feel strongly
• Commitment – you wouldn’t get a phone then not answer it
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Thank you!
• Questions?
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Backup
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If Facebook were a country…
• Facebook would be the worlds 3rd largest country by population! (Facebook internal)
More than 400 Million active users!
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Facebook pages (profiles for Brands)• Developed because brands were using user profiles for their
companies (contravening the user agreement)• Pages look like user profiles – a brand’s “home” on Facebook
and a place to make connections with fans of your brand by joining the conversation
• Pages can integrate multiple applications
Facebook profile [has friends]
Facebook group [has members]
• What does it mean to me? (Part 1)- Brands are using them to build awareness, drive traffic to a destination, create a new distribution channel and more!
Facebook page [has fans]
Applications
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What’s a Facebook “Application?”
• An application could be anything- A game, a tool, a way to interact with users.
• The platform is free – you don’t need to pay Facebook anything for the application
• Need to consider context – most applications on the site aren’t overly complex but the successful ones keep users coming back
• Applications are viral – friends get notified when your users interact with an application AND
• Applications are extremely easy to share – users just invite their friends right from the application!
• FBML (the language that developers use to program apps) is similar (though not exactly the same) as HTML; so there are many developers that can write apps
• Platform stats- more than 5,000 applications have 10,000 monthly active users
Source (http://www.facebook.com/press/info.php?factsheet#/press/info.php?statistics)
• Wildfire launched a sophisticated B2B application that allows brands to manage campaigns in Facebook and on other sites (MySpace, Ning).
• The cost is as low as $1/day
• What does it mean to me? (Part 2) – Tools to help you manage engagement
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Case Study - JLM Couture: Simple way to get started
• Bridal dress designer based out of New York selling a wide range of bridal designs
• The company doesn't sell direct to consumers but directs them to a retailer
• They created an application called “The Wedding Dress that Fits You Best” that is a light-hearted quiz asking you about your preferences then suggests the style that would be best for you
• Currently has 916 active monthly users
• They put up the link for it on their webpage
• Whenever users take the quiz, their Facebook friends are notified, spreading awareness virally