social media drives new opportunities in cross media
DESCRIPTION
Presentation that I gave at the XMPie 2010 Users Group Conference in Orlando. Covering the opportunities that exist in combining and integrating social media into cross media campaigns.TRANSCRIPT
Social Media Drives New OpportunitiesHow utilising social media can significantly increase response
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Agenda
• The growth and adoption of social media• Why is it important; within a cross-media campaign?• Why is it not the be-all-and-end-all of marketing?
• How is social media being used in cross media campaigns?• How can social media be used?
• What technologies are out there that you should be looked at?
17-Jun-09
The Why?
The How?
The What?
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SOCIAL MEDIAIs it just a fad, or is it something that will effect us all?
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Social Media Revolutionhttp://socialnomics.net/
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The Why?
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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Social Media Revolutionhttp://socialnomics.net/
April 10, 2023
The Why?
Copyright 2009 XMPie. All Rights Reserved. 6
Social Media Revolutionhttp://socialnomics.net/
April 10, 2023
The Why?
Copyright 2009 XMPie. All Rights Reserved. 7
Social Media Revolutionhttp://socialnomics.net/
April 10, 2023
The Why?
Copyright 2009 XMPie. All Rights Reserved. 8
Social Media Revolutionhttp://socialnomics.net/
April 10, 2023
The Why?
Copyright 2009 XMPie. All Rights Reserved. 9
Social Media Revolutionhttp://socialnomics.net/
April 10, 2023
The Why?
Copyright 2009 XMPie. All Rights Reserved. 10
Social Media Revolutionhttp://socialnomics.net/
April 10, 2023
The Why?
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Social Media Revolutionhttp://socialnomics.net/
April 10, 2023
The Why?
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It’s not just the young folk either!http://www.emarketer.com/
Between April 2009 and May 2010:
– Grew 88% among users aged 55-64– 65 and older group’s presence grew
100%– Users aged 50 and older increased
usage from 22% to 42%– 47% of 50-64 year-old users indicate
they use social media– 26% of those over 65 indicated they
use social media
April 10, 2023
The Why?
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Social Media Revolutionhttp://socialnomics.net/
April 10, 2023
The Why?
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Main Players in the social media space
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emailFlickr Foursqaure Tumbler YouTube
TwitterFacebook LinkedIn Google Vimeo
The Why?
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SOCIAL MEDIA & CROSS MEDIA COMBINED
How are people combining the two – and the ways in which they work
April 10, 2023
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Social Media is not everything
Spend on online advertising has increased that off traditional advertising
Many marketers see online advertising as easy, quick and interactive Many are not linking up the channels Email marketing is not a replacement to traditional DM Cross Media – a mix of traditional and online marketing within an
integration campaign is the most powerful tool.
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The How?
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Introducing Social Media & Cross Media
http://portablenorthpole.tv Great example of missed opportunity Personalised video and cross media campaign
– Virally spread by social media Did it work? What if things were different?
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The How?
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Level 1 - Broadcasting
Social media is used to broadcast out to others Increasing response through social media channels Recipients are not always known when they enter
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Campaign 2
1
3
3
The How?
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Examples – XMID Campaign
Campaign to promote XMPie’s capabilities Uses customer’s input to create a social icon
– Using XMPie’s uImage on demand to create the image Users can download the icon or wallpaper ‘Refer a friend’ by email Share the link on other sites
http://xmid.xmpie.com
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The How?
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Examples – Earful Campaign
Technology demonstration produced by Fuji Xerox Demonstrated a creative cross media campaign Flash based and hooked into Facebook with a
bespoke Facebook application
http://earfull.com.au/
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The How?
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Examples – Alphagraphics Brazil
Campaign to increase Alphagraphic’s brand and awareness Used to creative visual Twitter backgrounds for
Alphagraphic’s locations around the globe Nice API integration with Twitter to get followers Using uImage to creative backgrounds Automatic uploading of images Viral tweet sent out (#agyourself)
http://agyourself.com/
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The How?
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QRCODESA quick word on QR Codes and 2D Barcodes
April 10, 2023
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QR Code Adoption and Opportunities
XMPie supports various 2D Barcodes Market adoption continues to grow Smartphone use increases Mobile browsing increases
Brands continue to includestatic barcodes
Think outside the box– Dynamic URLs – Group URLs– Subscription based content
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The What?
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... AND BACK TO THE STORY
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Level 2- Receiving / Acquiring
More action or event driven and focused on social media Social media channels are used to acquire new customers Require a higher level of expertise and skill to integrate
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Campaign2
1
3
1
3
The How?
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Stage 1 – Following us on Twitter
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By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.
The How?
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Stage 2 – Acknowledging the follower
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Campaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access.
CustomApplication
The How?
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Stage 2 – Acknowledging the follower
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Twitter automatically emails the recipient informing them that they have received a ‘direct message’ – so the recipient can access their RURL direct from there as well.
The How?
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Stage 3 – Initial RURL landing page
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The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise.
CustomApplication
The How?
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Stage 4 – Authorising with Twitter
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Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process.
CustomApplication
The How?
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Stage 5 – Getting the word out there
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Once a user authorises us, we can then ‘tweet’ out to their followers a message. This is what the user’s followers would see.
CustomApplication
The How?
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Stage 5 – Back at the RURL
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Recipient is automatically directed back to their RURL which now changes – and talks to them in detail about the offering to get an ‘All-Access’ badge to the show.
CustomApplication
The How?
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Stage 5 – Back at the RURL
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In order to get their ‘All-Access’ badge we need the recipient to check and update their personal information – this is entered directly back into the database.
CustomApplication
The How?
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Stage 5 – Downloading the badge
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XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.
CustomApplication
The How?
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Stage 5 – Downloading the badge
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XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.
CustomApplication
The How?
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Level 3 – The truly integrated approach
Multiple event-driven and integrated approach to cross media Social media platforms are used to actually drive the campaign High level of skill, high level of reward and conversation
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Campaign
2
1
3 4
The How?
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A quick word about foursquare
Newcomer to location based tracking– 3 million users (1.5m in June 2010!)– “We're all about helping you find new ways to
explore ... earn points and unlock badges for discovering new places”
– 20m+ API requests a day– 2m tweets a day about lost/won majorships– Over 20% of user sync there location with
Facebook as well
April 10, 2023
The What?
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Possible Loyalty Application
Hotel loyalty program– Customer receives a communication offering an incentive– By using a geo-location check-in service (Foursquare)
customer checks-in to various hotels– Each check-in, or event initiates
further communication to the user– Customer can always access RURL
• Share with others• Redeem offers & incentives
– Both XMPie and Social Mediaare working together, respondingto the user in real-time
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Campaign
2
1
3 4
The How?
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Other event-based social platforms
Brightkite– 5.5 million users– “The simple way to keep up with
friends & places.” Marketing Opportunities
– Highly targeted media placement• geography, behaviour, time
– Loyalty programs– Recognises a customer’s ‘level’ of loyalty
April 10, 2023
The What?
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Other event-based social platforms
GoWalla– 450,000 users– “Keep up with your friends, share the places
you go, and discover the extraordinary in the world around you”
Marketing Opportunities– Curated Trips– Branded Pins & Items
April 10, 2023
The What?
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Other event-based social platforms
SCVNGR– Google backed– User-base stats not public yet– “Go places. Do challenges. Earn points!”
Marketing Opportunities– Custom Challenges, Treks, Badges– Rewards for completing challenges
April 10, 2023
The What?
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Other apps and opportunities
Maximise growth in apps and social media– One possibility is to look at mobile (newspapers) apps and then use the
subscribers activates to drive cross-sell and up-sell cross media campaigns based on what they are viewing, automatically.
Personalised print and mobile applications– Custom built apps driving personalised
material and campaigns
April 10, 2023
The What?
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WHAT NEXT?What to do to maximise on the opportunities that exist
April 10, 2023
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Why should we be doing this?
Merging together of traditional, and new mediums– Using Cross Media and Social Media as tools.– Using ‘Best of breed’– Maximum exposure for you and your customers/clients– Maximum interaction, maximum conversation,
maximum conversion Others are already starting to do it!
– Topguest (www.topguest.com)– Loyalty based programs based on
geo-check-ins – Check-in, get rewarded points, redeem
points for offers and incentives
April 10, 2023
The Why?
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We live in a dangerous world ...
http://www.shopkick.com Recently launched app Automatically check users into physical
locations, as they walk about. Based on check-in user receive points,
in-store offers and incentives User get rewarded for walking about Offers a huge opportunity for brands
to target customers in an offline world
Is this the shape of things to come?
April 10, 2023
The What?
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What should you be doing?
Think outside the box Look at ways in which various platforms can be utilised in the most
powerful way– Facebook is great for peer-to-peer recommendations– Twitter is great for relevant marketing to individuals (B2C)– FourSquare, Facebook Places, Gowalla are fantastic for location/brand
marketing campaigns– YouTube is great for brand awareness campaigns
Understand the concept of social media and cross media ‘mash-ups’ and engage marketers, programmers to explore the possibilities
April 10, 2023
The How?
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