social marketing ground rules
TRANSCRIPT
Social Marketing Ground Rules
Chris TranDigital Director
New Media EdgeHo Chi Minh City // December 9, 2010
THE THREE MEDIASPaid, Owned and Earned
Long term Strategy• Brand.com.vn acts as
Owned Media and provides enough content to create sustained interest from consumers.
• Use Paid Media to drive initial interest to Brand website.
• Use Earned media to share their experiences and get new users over time.
Owned media
Brand.com.vn
Earned MediaPaid Media
DIGITAL DEATHAnd three Social Marketing Basics
Support the fight against HIV/AIDS
Social Media is designed to connect
Production Values
Haiti
Simplicity Wins
• Social Media emphasizes the less is more approach. Twitter does, after all, limit people to 140 characters.
Decembeard
Digital Death Results• So frustrated with the
time it was taking, just $450,000 raised in six days, they convinced Brooklyn-born billionaire pharmaceutical executive Stewart Rahr to donate $500,000 so they could resume their digital habits.
VIRAL/SOCIAL – THE RULESFirst a primer
TV/Print are interruptive mediums
You are forced to watch TVCs
Digital is not interruptive.
Digital is easily ignored.
Must add value!
But How to add value?
VIRAL/SOCIAL – THE RULESThings the people like to share
Social Media Addiction?
Laughter
Inspiration
Cuteness
Originality
Ghosts????
User generated contests
User Generated Contests• What works: Activity and participation around the brand.• If users get involved, they can win. And the voting structure generates even more
activity. Washburn reports that SolidWorks’ “web traffic is up by a factor of four in comparison to previous campaigns.”
• When this doesn’t work: Your brand doesn’t carry either the same kind of mass appeal as Doritos or the committed fandom of SolidWorks.
• Branding consultant Lisa Merriam wrote a case study of a failed contest campaign by a company called Levia. It tried a campaign similar to Doritos, asking consumers to submit a video about the healing power of light.
• Doritos is a mega-brand [with] millions and millions of passionate consumers. And Levia®? You probably never heard of it. Levia® is a device that uses light to treat psoriasis. The set of people who suffer from psoriasis and who have heard of Levia® and who have the technical know-how to produce video and who care enough to come up with winning concepts about light’s power to heal is an infinitesimally small set of people — certainly not a crowd.
Making a consumer community
Making a Consumer Community• Marketers have jumped on the relatively recent explosion of online
communities. If customers have the ability to talk to one another, why not create an incentive and a space for them to talk about your brand?
• What works: Campaigns that encourage community among their customer base can really help to build loyalty.
• When this doesn’t work: When the campaigns are lazy.• It’s not fair to say that most company Facebook Pages don’t work, but often the
conversations there offer a relatively low level of engagement. Contests, questions and announcements all encourage participation from the customer, but not necessarily participation with each other.
• A lot of brands use Twitter contests in a similar way. A few years ago Squarespace, for instance, gave away an iPhone a day to anyone who mentioned Squarespace in a tweet. While this kind of activity can generate a lot of buzz, the actual customer engagement in the brand is low — the equivalent of dropping your business card in a fishbowl.
Case Study
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