social media & marketing part 2
TRANSCRIPT
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
SOCIAL MEDIA & MARKETING
PART 2
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
SOCIAL MEDIA & MARKETING: PART 2
4 CS OF SOCIAL MEDIA
SOCIAL NETWORKS AS WEB 2.0 TOOLS
USAGE AREAS OF SOCIAL MEDIA IN BUSINESS
SOCIAL MEDIA INTEGRATION
SOCIAL MEDIA MARKETING BUDGETS
SOCIAL MEDIA PROBLEMS
QUESTIONS TO ANSWER BEFORE ENETERING SOCIAL MEDIA MARKETING
12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SOCIAL MEDIA
STEPS OF SOCIAL MEDIA MARKETING
HOW TO FAIL ON SOCIAL MEDIA MARKETING?
SUCCESSFUL BRANDS ON TWITTER AND ACTIONS OF SM BRANDS
HOW TO BE A SUCCESSFUL SM BRAND
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
4 CS OF SOCIAL MEDIA
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
SOCIAL NETWORKS AS WEB 2.0 TOOL
Social networking is the 3rd most useful web 2.0 tool for the companies internal purposes.
On the customer related sides, social networking shared the 2nd runner level with the video sharing.
* e-marketer 2009 Research
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
WHY TO USE SM?
SM is mostly used for marketing by businesses.
The second business area is the internal learning.
In my opinion in a few months time, brands will be using SM mostly for customer service and support so that the call center and other customer channels work tasks will be fresher than usual.
* e-marketer 2009 Research
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
WHY TO USE SM? – FIND CUSTOMER EVANGELISTS
The missing area in SM usage that brands did not try since now, is finding and creating customer evangelists.
The future will be ALL about the evangelists. And the brands which do not put the evangelists in the center of marketing will NOT survive.
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
HOW TO INTEGRATE SM TO BUSINESS
SM must be integrated within website so that brands let the visitors act faster and reach more.
* e-marketer 2009 Research
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
HOW TO INTEGRATE SM TO BUSINESS – STARBUCKS WEB SITE MAIN PAGE
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
HOW TO INTEGRATE SM TO BUSINESS – CADILLAC BLOG MAIN PAGE
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
SOCIAL MEDIA SPENDINGS
Marketers increased their SM spending by more than 110% between August 2008 and August 2009.*
On September 2009 marketers spend $108 million on SM marketing.*
These growing budgets make SM more attractive platform. This is where the problems began!
*E-marketer social media spending report
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
THE MOST DISCUSSES TOPICS OF SM: MEASUREMENT
The measurement of SM marketing is STILL the biggest problem!
And STILL NO clear answer!
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE
Who will control SM for brands?
“SM will not only exist, but it will come under control of the people in PR. That’s because SM is about communication, and PR people are communication specialists.”
Jason Falls,PR expert
“SM will continue to exist and it will be lead by social media specialists.”
Jim Tobin – Ignite Com.
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
Who will control SM for brands?
In my opinion ;
SM must be managed INTERNALLY by brands digital marketing team or marketing team with the help of a digital marketing consultant.
THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
OUESTIONS TO A BRAND BEFORE STARTING TO SM
Where do you want to end up?
Who do you want to reach?
Do you have crisis management plan?
Are you a control freak?
Do you have resources to allocate?
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM
1. Select a few trustworthy customers from different segments,
2. Interview these customers and ask them:
what they want to know about.
which sources they listen to on the Web.
what they’d like to see if they had a chance to look inside company for a day.
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM
3. Identify the objectives and the metrics as clear as you can. (RSS subscriptions, pageviews, tracking inbound links)
4. View your positioning to define relevant keywords, which will show you the way along SM.
5. Assign a team of cross-functional employees to help track and to respond to SM content related to your keywords.
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM
6. Set your rules of engagement clear, no gap!
7. Use the identified keywords to find the details of SM influencers who are driving the conversations.
8. Keep in mind that these SM influencers are NOT always your customers. You should care about their impact on your revenue stream will be so useful for you.
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM
10.No rush! Before a blind jump, watch the top influencers SM content to position your branding tone.
11.Submit comments on the blogs of influencers . If you have a blog, add them to your blog roll.
12.Write reference posts, give links, use trackbacks to influencers blogs. Try to engage them in online dialog between your blogs and with others to develop relations.
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
BEFORE SM A MARKETER MUST CARE ABOUT
Marketing communication must be as sleek as marketer can in every level of the CLV.
The brand positioning must be so clear as a crystal for every team member in the company.
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
STEPS OF SM MARKETING
Listen
Learn
Plan
Create Content
Nurture Community
Build Buzz
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
Identify SM objectives clearly
Mine the conversation
Identify key influentals
Determine topics
Focus on: keywords, RSS, google alerts, technorati, ice rocket,...
STEPS OF SM MARKETING - LISTEN
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
STEPS OF SM MARKETING - PLAN
Develop a unique brand voice
Create strategy, NOT tactics!
Allocate resources
Don’t follow the crowd
Be unique, be yourself
Focus on: Facebook, linkedin, myspace
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
Implement strategy
Listen to the conversation
Reach out to individuals
Don’t make it ALL about you ( % 30, not more)
Focus on: blog, twitter, digg
STEPS OF SM MARKETING - CONVERSATION
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
STEPS OF SM MARKETING - CONTENT
Share VALUABLE information, that people love to talk about.
Contribute ORIGINAL content
Don’t be a copy cat
Focus on: flickr, youtube, podcast, blog
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
STEPS OF SM MARKETING – CONTENT- HOW TO ANSWER?
Your product is awesome!
Thank you! Your comments are so worthy for us!
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
STEPS OF SM MARKETING – CONTENT- HOW TO ANSWER?
Your product sucks!
Thank you for your comment! Can you please share more with us to improve? / We are aware of this problem. We are doing... to fix it.
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
STEPS OF SM MARKETING – CONTENT- HOW TO ANSWER?
I have a question about your product
You can find the information on (link), on our web site, we wrote a blog post about this problem,...
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
Collaborate
Evangelize
Don’t just sell or promote, create some value
Organize events online
Maximize productivity: tools, apps, ROI, SEO
,,,
STEPS OF SM MARKETING - COMMUNITY
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
STEPS OF SM MARKETING - BUZZ
Innovate
Experiment
Link all
Have fun
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
Follow engagement metrics
Determine impact on reputation
Monitor the online traffic
Generate leads
Assist customer service
Transform brand lovers into customer evangelists
STEPS OF SM MARKETING - MEASURE
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
HOW TO FAIL ON SM MARKETING?
Too much marketing, not enough valuable, worthy information.
Messages away from your brand personality
Lack of brand consistency.
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
HOW TO FAIL ON SM MARKETING?
Abandon SM accounts, build a ghost town
Be a control freak., so kill the conversation
Don’t listen to the negative feedbacks, just face the sunshine.
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
SUCCESSFUL BRANDS ON SM - EASYJET
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
SUCCESSFUL BRANDS ON SM – KODAK
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
SUCCESSFUL BRANDS ON SM - JETBLUE
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
SUCCESSFUL BRANDS ON SM – DUNKIN DONUTS
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
SUCCESSFUL BRANDS ON SM – STARBUCKS
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
ACTIONS OF SUCCESSFUL SM BRANDS – EASYJET- FEEDBACK OF A CUSTOMER ON TWITTER
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
ACTIONS OF SUCCESSFUL SM BRANDS – EASYJET- EASYJET’S ANSWER TO THE FEEDBACK
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE- CUSTOMERS QUESTION TO JETBLUE
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE - CUSTOMERS QUESTION TO JETBLUE
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE - ANSWERS TO QUESTIONS OF CUSTOMERS
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
ACTIONS OF SUCCESSFUL SM BRANDS – STARBUCKS – A LITTLE MISTAKE
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
HOW TO BE A SUCCESSFUL BRAND LIKE THEM ?
Follow your followers back, do NOT be a smartass!
Do NOT wait to be followed! Use your keywords and find them!
Try to answer to every tweet as quick as you can
Be unique, honest and sincere in every posts
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
HOW TO BE A SUCCESSFUL BRAND LIKE THEM ?
Do NOT over the % 30 marketing message posts limit. Give your followers something valuable to talk about.
Do NOT qualift your followers as the numeric scores. They are real, be real!
Humanize your brand, but do NOT add anger, jealousy and other negative feelings to your brands digital personality
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
FOR YOUR QUESTIONS AND COMMENTS:
BLOG: http://pazarlamacigiremez.blogspot.com , http://burcutuzun.blogspot.com, http://www.marketingcircle.net
FRIENDFEED: http://friendfeed.com/pazarlamacadisi , http://friendfeed.com/webo
TWITTER: http://twitter.com/burcutuzun
E-MAIL: [email protected]
© Burcu Tüzün - Digital Marketing Consultant - http://www.burcutuzun.com
THANK YOU!Special Thanks to Deniz Mert Edincik for customized template design!