real life social media marketing: smx london 2008
DESCRIPTION
A presentation looking at how you might build a social media marketing strategy, along with examples of people getting it right. And someone who seems to be getting it wrong.TRANSCRIPT
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REAL LIFE SOCIAL MEDIA
CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR
baraka27 on flickr
Real Life Social Media
Ciarán Norris, SEO & Social Media Director
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Agenda
• Planning a social media strategy
• Social media in action– Who’s getting it right?– How can it go wrong?
• Questions
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When to shoot me…
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When to shoot me…
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Planning a social media strategy
ForresterPeopleObjectivesStrategyTechnologies
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Planning a social media strategy
Altogether DigitalAudience: Assess target audience, attitudes &
activities
Objectives: Decide what it is you’re trying to achieve
Channels: Select which channels to use
Creative: Define the creative message
Delivery: Design, build & roll-out the solution
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•Comment on blogs•Post ratings and reviews
•Use RSS•Tag Web pages
•Use social networking sites
•Read blogs•Watch peer-generated video•Listen to podcasts
•None of these activities
Creators
Critics
Collectors
Joiners
Spectators
Inactive
Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery
Planning a social media strategy•Publish Web page•Publish or maintain blog•Upload video to sites like YouTube
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Social Media / Who Does What?Hitwise UK Websites with the Largest Growth in Market Share of Visits Among the Top 100 News and Media Websites.Comparing January 2007 and January 2006
Forrester Groundswell Tool
Planning a social media strategy
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Who’s getting it right?
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Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
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Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
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Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
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Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
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Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
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Who’s getting it right?
• Refresh an offline brand (publishing)
• Increase interaction
• Drive more ad revenue (CPM)
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Who’s getting it right?
• Old-school brand launching a new product to a cooler audience
• Build brand atrributes through music tie-in
• Amplify limited TV media budget
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Who’s getting it right?
• Old-school brand launching a new product to a cooler audience
• Build brand atrributes through music tie-in
• Amplify limited TV media budget
73,452 profile views
194 videos submitted
115,000 views on top 5 videos alone
1,208 songs uploaded by 1,080 bands*
1,684 friends
>230,000 views of ad on video sharing sites
* Only 600 less than a similar campaign on C4 which had a £50,000 contract as a prize!
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Who’s getting it right?
• Promote a product that’s been on sale many times before
• Utilise viral elements of social media
• Encourage user interaction
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Who’s getting it right?
• Promote a product that’s been on sale many times before
• Utilise viral elements of social media
• Encourage user interaction
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Who’s getting it wrong?
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Who’s getting it wrong?
• Discounting the importance of bloggers
• Offending your target market
• Apologising (a little) too late
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Reasons for getting it wrong?
• Profile mismatches
• Lack of defined objectives
• Strategic timidity
• Flawed technology implementation
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Spiking the kool-aid
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Who’s getting it wrong?
• Discounting the importance of bloggers
• Offending your target market
• Apologising (a little) too late
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Before you go…..