social media drives new opportunities in cross media

Social Media Drives New OpportunitiesHow utilising social media can significantly increase response

Copyright 2009 XMPie. All Rights Reserved. 2

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?


SOCIAL MEDIAIs it just a fad, or is it something that will effect us all?

April 10, 2023


Social Media Revolutionhttp://socialnomics.net/

April 10, 2023

The Why?

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng



April 10, 2023

The Why?


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?



April 10, 2023

The Why?


Main Players in the social media space

April 10, 2023

emailFlickr Foursqaure Tumbler YouTube

TwitterFacebook LinkedIn Google Vimeo

The Why?


SOCIAL MEDIA & CROSS MEDIA COMBINED

How are people combining the two – and the ways in which they work

April 10, 2023


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.

April 10, 2023

The How?


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?

April 10, 2023

The How?


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

April 10, 2023

Campaign 2

1

3

3

The How?


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

April 10, 2023

The How?


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/

April 10, 2023

The How?


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/

April 10, 2023

The How?


QRCODESA quick word on QR Codes and 2D Barcodes

April 10, 2023


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

April 10, 2023

The What?


... AND BACK TO THE STORY

April 10, 2023


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

April 10, 2023

Campaign2

1

3

1

3

The How?


Stage 1 – Following us on Twitter

April 10, 2023

By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.

The How?


Stage 2 – Acknowledging the follower

April 10, 2023

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?


Stage 2 – Acknowledging the follower

April 10, 2023

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?


Stage 3 – Initial RURL landing page

April 10, 2023

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?


Stage 4 – Authorising with Twitter

April 10, 2023

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?


Stage 5 – Getting the word out there

April 10, 2023

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?


Stage 5 – Back at the RURL

April 10, 2023

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?


Stage 5 – Back at the RURL

April 10, 2023

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?


Stage 5 – Downloading the badge

April 10, 2023

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?


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

April 10, 2023

Campaign

2

1

3 4

The How?


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?


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

April 10, 2023

Campaign

2

1

3 4

The How?


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?



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?



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?


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?


WHAT NEXT?What to do to maximise on the opportunities that exist

April 10, 2023


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?


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?


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?

Copyright 2009 XMPie. All Rights Reserved. 47April 10, 2023

[email protected]

http://foursquare.com/user/davidbaldaro

http://twitter.com/davidbaldaro

http://uk.linkedin.com/in/davidbaldaro

http://www.facebook.com/david.baldaro

social media drives new opportunities in cross media

Technology

social media revolutionhttp

social media spaceseptember

social media cross mediahttp

broadcastingsocial media

social mediadid

social media26

social mediais

crossmedia campaign