Professional Documents
Culture Documents
This presentation has probably raised more questions for you than we were able to address during the session!
If you’d like to discuss your ideas further or develop a social media strategy - please contact either Anne - at Headshift, or Cecelia at Marketing Elements!
www.headshift.com/projects
Impact...
[ Impact ]
[ Impact ]
★ connects people
★ they rate & review & share
★ tag & re-organise
★ use alerts & subscribe to feeds
http://www.flickr.com/photos/victoriapeckham/164175205/ [ Impact ]
[ Impact ]
Nielsen Wire: Global Advertising - Consumers Trust Real Friends and Virtual Strangers the Most
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
4,298,046 views
4,298,046 views
When the customer just can’t get themselves heard - where do they go?
To YouTube !!
Marketing strategies:
In need of a new act?
[ Trends ]
Self-organising communities:
Niche - passionate - taking action
Trends:
1) Self-organising communities
Groups of passionate people are using the easily accessible web-based platforms to create niche communities. Many of these are intended to assist people to take action.
A great example is: Do the Green Thing http://www.dothegreenthing.co.uk
Originally intended for a UK audience - now has a global following. It uses quirky messages in a variety of rich media formats to informally educate and provide people with everyday actions
that can make a difference.
There are multiple places where members can take action - including Facebook - all actions focusing on spreading the word!
2) Niche social networks
MetroTwin is a niche social network created by British Airways to address an identified need (through market research) to provide a network of shared travel experiences between frequent
business travellers between London & New York.
The site allows business travellers to share their tips and favourite places - the key is the shared experiences with others “just like me”.
The results provide a rich resource of preferences to the British Airways - and the travellers enjoy the tips!
Trends...
[ Trends ]
3) People Power
For the people, by the people - one of the early claims of user-generated content - and now we see examples of how users are creating and sharing their experiences in ways we would not have
imagined 10 years ago!
Nova100
http://www.nova100.ilsole24ore.com/
The idea behind Nòva100 is simple: find 100 interesting people, and leave them completely free to write what they want on their blogs. Then generate a site to aggregate and present their work, offering a new
way to publish content.
Trends... the Twitter effect
[ Trends ]
The 3 examples shown here focus on the impact (negative) that Twitter can have and the influence associated with it.
However, there are also some great examples of businesses that use Twitter successfully - Dell Computers is just one of the exemplars.
Bruno:
http://www.theage.com.au/digital-life/digital-life-news/twitter-effect-costs-bruno-millions-20090720-dpze.html
From the article (20th July 2009): Audiences are voicing snap judgments on movies faster and to more people than ever before on Twitter, and their ability to create a box office hit or a flop is forcing major
studios to revamp marketing campaigns.
The “word of mouth” effect is being amplified by the speed of distribution of platforms like Twitter and having an almost immediate effect on the box office statistics - instead of taking a few days for reviews to
be published, cinema goers are tweeting their opinions within minutes - impacted attendance within a day! A challenge for movie marketers - that’s for sure!
Starbucks:
http://bloggasm.com/anti-starbucks-filmmakers-hijack-the-coffee-companys-own-twitter-marketing-campaign
Habitat:
http://www.madebymany.co.uk/whoever-did-this-should-be-shot-001409
Trends...
Social Media Today: The Coming Change in Social Media Business Applications (2009)
http://socialmediatoday.com/SMC/99991
Listen: Build a radar...
• Build a radar
• Monitor and aggregate conversations
• Discover emerging trends
• Divert a crisis - protect your brand
[ Listen ]
[ Listen ]
Don’t just dive in!
http://www.flickr.com/photos/lucias_clay/2207148004/ [ Engage ]
Engagement
Participation
Objectives
Interaction
Time
1. Immerse yourself
2. Participate to understand
3. Start small and stay focused
4. Identify your business objectives
5. Define your strategy
6. Choose your tools carefully
http://www.flickr.com/photos/villes/696080093 [ Engage ]
Our tips for Implementation:
The key point is understanding the nature of the interactions that are occurring in the social online spaces and how these may influence or impact your brand, product or service.
1. Immerse yourself
Do you have a Twitter account? Do you read blogs?
Joining the conversation is a great way to begin - which leads to our next tip:
2. Participate to understand
Even if you are not actively contributing or creating content - listening or watching how the conversations are being shaped in your area of interest will provide you with important data to
further inform your strategies.
annebb@headshift.com
Questions:
Consider the following questions and how they may influence or inform your next steps towards implementing a social media strategy into your current marketing mix?