This document provides an overview of developing a social media strategy. It discusses key concepts such as defining social media, its history, and why businesses use it. The document then outlines a six-level approach to creating a social media strategy: 1) Setting goals, 2) Understanding your audience, 3) Defining your brand, 4) Planning content, 5) Creating content, and 6) Analyzing and measuring. Each level includes questions to consider. Finally, the document provides examples of successful social media strategies from companies like Air Asia, Taco Bell, Coca-Cola, and Nike.
Social Media Marketing PowerPoint PresentationAndrew Schwartz
100+ PowerPoint presentation content slides. Marketing is a key component to the success and revenue flow of any business. Social media websites and resources have yielded outrageous success in the past decade, opening enormous markets of potential customers to businesses around the world.
This document discusses using various social media platforms for marketing purposes. It outlines strategies for using Twitter, Facebook, LinkedIn, and other sites like Faves and Delicious to increase traffic, build relationships with customers, promote brands and products, and generate sales. The key advice includes posting regular updates, engaging with followers, sharing links and content, monitoring insights and analytics, creating advertisements and groups, and customizing outreach efforts for each channel.
Social media marketing (SMM) utilizes social media sites as a marketing tool to produce content that users will share. This helps increase brand exposure and broaden customer reach for companies. Important techniques of SMM include targeting specific audiences through their interests on social media, consumer online brand related activities (COBRAs) where consumers share pictures of products, and electronic word of mouth (eWOM) where consumer reviews promote products. Traditional advertising is declining as internet and social media use grows. Goals of SMM include driving traffic to websites, developing relationships, strengthening brands, and inspiring interest in products.
The document outlines a digital marketing proposal for HiBaby that includes long and short term objectives over 12 and 3 months. It discusses establishing social media platforms like a blog and managing Twitter to drive traffic to the website, generate qualified leads, and position HiBaby as an expert in the baby industry. Tactics discussed include producing weekly blog posts and daily tweets to engage audiences and nurture relationships with potential clients.
The document discusses social media marketing strategies. It begins with defining social media and its uses for business, including creating connections, improving search engine rankings, establishing thought leadership, managing brands and reputation, and growing faster than competitors. It then covers specific social media platforms like Facebook pages and groups, Twitter, blogs, and location-based applications. The document provides tips for social media marketing, including being a connector, engaging where your audience is active, and adding value through shared content. It concludes with emphasizing the potential for success through social media.
This presentation defines social media, how to use social media for marketing, benefits of social media marketing, facts and successful implementation of social media.
Get your 2020 marketing, visibility and sales plan mapped out! Struggling on where to even start? Are you trying to figure out how to get things out of your head and into something engaging? Still questioning which social media platforms you should focus on? In this impact-full training, award winning marketing consultant Vanessa Cabrera will walk you through 6 steps that will help map out your entire 2020 online social media marketing strategy.
www.checkerboard.com - Presentation given to marketing managers and business owners. Special thanks to my many sources. If you'd like to work with our company, or need additional information on this topic, please contact us!
Social media marketing can provide many benefits to businesses including increased marketing effectiveness, revenues, website traffic and brand recognition. The most important social media platform is Facebook, used by 51% of marketers. Effective social media marketing tasks include creating and distributing content while engaging with and responding to followers. Specific techniques include influencer marketing, campaigns and contests to promote engagement. Examples of successful social media campaigns include Nike's #makeitcount campaign and Lay's Do Us a Flavor contest that increased sales. The Ice Bucket Challenge on Facebook and Twitter raised $115 million in donations for ALS research.
The social media audit evaluated ABC Co.'s performance on key social media platforms. It found that ABC Co. shares content daily across most platforms but engagement is low. The audit recommends focusing content by reducing frequency, diversifying posting times, and creating visual content for platforms like YouTube, Instagram and Slideshare to differentiate from competitors. High priority next steps include developing a content schedule and tailoring messages to specific platforms to better engage audiences.
The document discusses social media marketing and provides guidance on developing a social media strategy and plan. It defines social media and its key characteristics. It then outlines the benefits of social media marketing, including increased traffic, high quality links, and complementing other marketing efforts. The document proposes a four step approach to social media planning focusing on business goals, customer needs, engagement plans, and success metrics. It also provides examples of social media management, monitoring, and campaign activities across various social media platforms.
Are you looking for organic ways to improve your social media influence? Learn here more https://www.softprodigy.com/strategic-internet-marketing/social-media-marketing
Starbucks Social Media Strategy Plan by Mika GarciaMika Garcia
This document outlines Starbucks' 2016 social media strategy. The primary goal is to expand their online following and build stronger customer relationships to meet revenue goals. Two key strategies are increasing published content volume and encouraging community conversations. The strategy includes social media audits, objectives, brand voice guidelines, competitor analyses, response plans, and metrics for measuring success.
The document outlines a social media strategy proposal for an academy. It includes a situational analysis of current performance on Facebook and recommendations. The strategy proposes segmenting audiences by demographics, motivations and behaviors. It recommends positioning the academy as the most experienced and trusted place for training. The tactical plan includes improving Facebook, starting pages on other platforms, and video/influencer campaigns to reach goals of 10,000 Facebook likes and 1,000+ followers elsewhere by early 2021.
Charlotte Motor Speedway is launching a social media campaign to increase awareness, viewership, and revenue. The campaign will target business professionals aged 25-55 and focus on promoting CMS's corporate offerings and building relationships through social media. The campaign theme is "Life's a race, get on track" and will position CMS as an escape from stress and opportunity for work-life balance. Executions include updating CMS's website and social media channels like Facebook, Twitter, LinkedIn, and a new blogger page and mobile app to engage fans.
This digital marketing plan outlines objectives for growing an online presence using various digital channels. It includes conducting a competitive analysis to set goals and identify opportunities. A SWOT analysis will examine internal strengths and weaknesses as well as external opportunities and threats. Target markets will be identified along with buyer personas. Content marketing and social media strategies will be developed to generate leads and increase brand recognition. Marketing automation tools will be used to capitalize on leads and retarget customers. The plan discusses optimizing the website and using email marketing for communication and personalization. Tactics outlined in the plan support the overall digital marketing strategy and goals.
Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.
Writeup: http://zygote.egg-co.com/social-media-roi/
A presentation on social media ROI. I tend to be quite visual with my presentations so you won't get a lot of the wordy content unless you're there listening to me! But anyway, it's roughly split into 3 parts:
1) Identifying why ROI from social media is difficult to measure.
2) Thinking about how to define new success metrics that make sense for your business.
3) Real-world campaigns and how you could measure their success.
The document discusses the evolution of press releases and media relations from traditional press releases to social media releases (SMRs). It outlines how social media and changes in the news industry have led to new approaches for distributing news and engaging with audiences. Specifically, it describes the development of the SMR format which aims to democratize access, ensure accuracy and context, build community, and make content findable through social elements like tags and multimedia. It also discusses best practices for creating an online newsroom to facilitate ongoing conversations.
Branding in the new era has shifted to more engagement orientated due to the advent of Web 2.0 and Social Media.The presentation aims at how, where and when aspects of it...
Social media refers to online services that allow users to engage in public conversations and share content. It encompasses various technologies and activities like blogs, microblogs, online chat, social networks, social bookmarks, message boards, and media sharing sites that integrate user interaction and digital media like text, photos, videos, and audio. Social media has become very popular due to people using sites like Facebook and Twitter to have public conversations online.
How Obama Won Using Digital and Social MediaJames Burnes
The document discusses 12 business lessons learned from the Obama presidential campaign's effective use of digital and social media. It summarizes key tactics the campaign used, such as maintaining a centralized customer database, using social networks to leverage large audiences, engaging supporters through YouTube videos, targeting small online donations, self-managed social networks, mobile applications, Twitter, blogging, and capturing consumer information. The outcomes included hundreds of thousands of organized events and donors, millions of calls and donations made, and over $500 million raised online and $639 million total.
How do you measure the impact of your social media campaign? Kelsey Ruger's presentation on some of the things that you can track and measure in a social media campaign. From the Pop Labs SEM Workshop.
Social Media Optimization: An Easy Guide to Marketing and Distributing Your C...Rohit Bhargava
A presentation originally created in 2006, and updated in 2014 with 8 NEW SLIDES and tips on how to promote, market and distribute your content marketing online.
All request please fwd to wah17@yahoo.com.My linkedin is wah17@yahoo.com.A copy of the full research is here:
http://www.scribd.com/share/upload/4814477/2dx6gqho7w9gwvvrwbhq
Finding Your Brand's Voice | Distilled | Distilled
This document provides a guide to developing a consistent tone of voice for business communications. It recommends identifying a company's core values, choosing appropriate vocabulary, and considering humor. Key steps include getting input from employees, analyzing customer language, limiting jargon, and governing tone of voice across all copy. The goal is to express a brand's personality in a distinctive yet understandable way.
10 Reasons Why Twitter is Content Marketing's Best FriendMark Schaefer
Twitter and content marketing fit like a hand in a glove. Discover 10 reasons wihy Twitter helps you discover, create and ignite your content with a relevant and engaged audience!
This document provides 19 headline formulas that are effective at grabbing readers' attention and encouraging them to read further. Some of the highlighted formulas include using action verbs like "do" or "build" combined with compelling adjectives and nouns, posing questions to readers, offering secrets or lessons learned, and providing how-to guides or lists on specific topics. The goal of these formulas is to entice readers to learn more by reading beyond just the headline.
The Science of Creating Must-Click Content on TwitterBuffer
Is your content going as far as it could on Twitter? In this webinar, you'll learn how to create irresistible Tweets – with a little help from science and Buffer's own recent research. By the time you leave, you'll know the words, format, timing and frequency to make your posts stand out – and have a game plan for A/B testing your own content for proven success.
Presented by Buffer and Twitter on April 30, 2014
The Science of Writing Must-Click Headlines on Social MediaBuffer
The document discusses strategies for writing effective headlines on social media. It identifies words and phrases that tend to perform well in viral headlines, such as superlatives, questions, numbers, and references to the audience. It also outlines psychological factors that make people more likely to click headlines involving surprise, curiosity, negatives, and specificity. The document recommends testing multiple headline variations to see which performs best at driving clicks and engagement for a given piece of content. Overall tips include keeping headlines short, using punctuation like exclamation points, and leveraging resources on headline optimization.
7 Proven Strategies to Maximize Twitter for Your BusinessDave Kerpen
This document outlines 7 proven strategies for maximizing success on Twitter for businesses: 1) Listen strategically to customers and industry conversations; 2) Respond to everyone who mentions your company on Twitter; 3) Repeat great content to increase exposure; 4) Use hashtags wisely to join related conversations; 5) Advertise smarter by setting goals and targeting the right audience; 6) Join existing conversations about topics related to your business; 7) Use social media management tools to efficiently implement the strategies and track analytics. The presenter promotes the social media management tool Likeable Hub to help businesses effectively execute these Twitter strategies.
The 5 most persuasive words in the English language are You, Free, Because, Instantly, and New. Using these power words in your digital marketing and social media updates can unlock huge potential.
And the list doesn't stop there. We found a huge selection of words that convert - 189 in total - to help you reach your audience with exclusivity, security, and impact.
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!Digital Annexe
Seven top tips on how to improve your digital marketing for 2015.
First presented at DA University conference in November 2014 by Sean Singleton of Digital Annexe.
The Burrito Principle and Beyond: 10 Unique Marketing IdeasBuffer
How can a marketing idea or bit of advice stand out from the crowd?
We’ve certainly been eager to experiment with answers to this question—headlines, timing, frequency, etc. How about giving your great marketing idea its own name?
In this post we’ll explore 10 unique ideas to improve your marketing, each with a distinctly memorable name and concept.
Social Media Strategy: How Much Time Does a Good Strategy Take?Buffer
The document discusses how much time people spend on social media. It reports that the average time spent is 12 hours per week. It also outlines a three part strategy for an effective social media presence: plan goals and metrics, implement a content creation schedule, and measure performance against objectives. The strategy advises planning for awareness, sales, or loyalty objectives, implementing engaging posts, and measuring key metrics like clicks, conversions, and engagement over time.
The document outlines a social media strategy for companies to engage with customers online. It recommends that companies go where customers are talking on social networks, blogs, forums and participate in conversations to build trust and brand community. Measuring engagement through comments, shares and increased traffic can show the success of a social media strategy without significant monetary investment beyond staff time.
Social media marketing is important for companies to target niche audiences and have conversations with their markets. Companies should participate in online conversations about their brand to stay relevant. Setting up a social media strategy can generate brand awareness, increase traffic and sales, and build brand communities at no cost to the company beyond the time invested. Companies that do not engage with online conversations risk losing opportunities to communicate directly with their customers.
This document outlines a social media strategy and discusses key aspects of engaging consumers online. It recommends setting up a presence on various social media platforms like Facebook, Twitter, YouTube and LinkedIn to reach consumers where they communicate. The strategy emphasizes participating in online conversations, being transparent and building trust. It also suggests measuring success through engagement metrics like response time, quality of content shared and increased traffic and links to brand websites.
This document provides an overview of social media and keys to success in using social media. It defines social media as online conversations that are organic and allow individuals to influence brands. It discusses major social media tools like Facebook, blogs, microblogging and video sharing. It also outlines myths about social media and provides three takeaway messages about the influence of peer discussions, participating in conversations transparently and honestly.
This document discusses the importance of social media for businesses. It defines social media as online conversations and interactions between people. It emphasizes that social media is about engagement, not just having an online presence. It provides examples of how businesses can participate in social media through blogging, social networks, sharing content and listening to customers. It stresses the importance of developing an integrated social media strategy that balances risk and reward.
Social Media 105: How to Build a Community of Customer AdvocatesMichelle Hummel
The document discusses how to build a community of brand advocates using social media. It recommends identifying influential community members, thanking and rewarding brand advocates, and bringing advocates together through events and promo items to inspire positive word-of-mouth marketing. Continuing education resources are also promoted to help learn social media strategies.
This document outlines Woolworth's 2011 social media strategy. It discusses key concepts like social networks, blogs, forums and multimedia sharing. It recommends that brands follow consumers to these online spaces and go where conversations are happening. The strategy advises engaging customers through communities, word-of-mouth and user-generated content. It highlights benefits like improved brand awareness, management and sales. Actions include participating in conversations, building communities and leveraging earned and owned media. Risks of not having a strategy include losing control of the brand message. Metrics proposed are response time, quality of posts, comments and shared content.
Using Facebook & Social Media to Promote Your BusinessMedia Barker
This PowerPoint presentation discusses using social media, especially Facebook, to promote businesses. It begins with an agenda that covers the major social networks like Twitter, LinkedIn, blogging and Facebook. It then discusses why social media is important for businesses and how to create a Facebook business page. The presentation emphasizes engaging with customers on social media through things like contests and promotions. It provides tips for both free and paid promotion of business pages on social media platforms.
Social media refers to online platforms that allow users to connect and share content. While platforms like Facebook, Twitter, YouTube, and LinkedIn are widely used for social networking, developing an effective social media strategy requires understanding your audience, goals, and how different platforms can support your objectives. A good strategy also considers content creation, community management, and metrics to optimize engagement over time. Without a cohesive plan, a company's social media presence will likely underdeliver.
The document discusses social media best practices and covers several topics:
- The history of social media from its origins in the 1970s to current popular platforms.
- Legal issues to consider when using social media, including trademarks, discovery, human resources, and securities laws.
- Popular social media platforms and how customers engage with brands on each.
- Ways for businesses to leverage social media to grow, such as engaging customers on multiple platforms.
- Key performance indicators and tools for measuring the success of social media campaigns, like traffic, engagement, and buzz generation.
The document discusses using social media for networking and social entrepreneurship. It provides an agenda for a workshop that will help attendees create a social media action plan and understand how to use storytelling and different social media platforms like blogs, Facebook, and Twitter. The workshop will cover how to start small with a few tools, listen to audiences, and experiment with social media to connect with others.
This document provides an overview of social media and tips for businesses. It discusses what social media is, how businesses can use various platforms like Facebook, Twitter, blogs and video/photo sharing to engage customers and generate leads. The key tips for success are to experiment personally first, make a strategic plan, listen to customers, be transparent and honest, share valuable content generously, and accept that no one can do social media alone. Measurement of engagement and sales metrics is also recommended.
Brs Presents Social Media In The Work PlaceThinkBRS
The document provides an overview of social media and how businesses can utilize various social networking platforms as part of their marketing strategy. It defines social media and discusses current trends. It recommends social media tools like blogs, social networking sites, and video sharing and provides tips on how to create profiles, post content, and measure success. The presentation aims to help businesses develop a social media marketing plan and presence.
Integrated web marketing and Social media -explainedShanq Web
Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.
C:\fakepath\social media applications for businesssocialmediaone
The document discusses how social media has changed business relationships and empowered individuals. It provides examples of how companies like Dell have used social media for brand building, lead generation, product development, and more. Key aspects of social media discussed include listening to customers, engaging in conversations, building trust and relationships over time, and using platforms like blogs, Twitter, and Facebook to become thought leaders and gain insights.
The 5 W's of Building and Growing Your Online PresenceDerek Rice
The document provides guidance on building an online presence and community through social media. It discusses identifying your goals and audience, engaging influencers, developing content, and measuring success. Key aspects include listening to your audience, responding promptly to feedback, and focusing on providing value over self-promotion. While the ROI of social media is difficult to quantify, the emphasis should be on fostering genuine, two-way interactions that build relationships and trust over time.
The document provides guidance on developing an effective social media strategy and presence for an organization. It discusses analyzing where the organization currently stands online, defining objectives and target audiences, developing appropriate messaging, choosing relevant social media platforms like Twitter and Facebook, and measuring results against objectives. Key aspects include understanding audience behaviors, building online communities, engaging in conversations, and shifting from one-way communication to interaction.
This document provides an overview of social media and how to create an effective social media strategy. It discusses what social media is, why businesses should use it, how it has impacted marketing, and what elements a strategy should include. The key aspects of a winning strategy are to listen to your audience, talk about your brand and expertise, and energize loyal customers to spread word-of-mouth. The document provides tips on how to execute each of these elements successfully through social media engagement and content creation.
Innovation disrupts existing patterns by changing functionalities, design, and processes simultaneously. True innovation develops new products that change people's lives and creates seamless customer experiences. It requires trying new approaches, reorganizing, and constantly challenging limits. Innovation can come from anywhere but cannot be led by any single person. The keys to being an innovation leader are being passionate, never losing sight of goals, pushing limits daily, challenging assumptions, and never giving up despite failures. Leaders must also listen, learn constantly, try new things, change directions quickly, make confident decisions, and trust their team.
This document discusses overseeing bids for ecommerce and deals with wholesalers for private sales. It also mentions samples, marketplaces, and the competitive landscape for deals on mobile platforms.
Customers expect mobile commerce experiences to meet their needs for immediacy, location awareness, and personalized, relevant information. They want a seamless experience across devices with predictive features, easy payment options, and gamification. Retailers need to improve mobile conversion rates by providing parity between mobile web and app experiences. The future may include more contextual, multi-device interactions through video, location-based offers, and real-time gamification.
The document discusses the multichannel customer experience. It defines multichannel retailing as interacting with customers across websites, rewards programs, stores, social media, calls, mobile apps, emails, television, catalogs, and print. To provide a consistent customer experience, a brand must be great across all touchpoints and keep up with evolving technologies and customer expectations. Managing such significant organizational change is necessary to truly enable a multichannel experience.
The document discusses trends in e-commerce, including:
1) Customers expect a seamless experience across devices when shopping online.
2) Personalized offers targeted to individual customers based on their information and interests will be important.
3) Free shipping and returns have become an expected standard for online retailers.
4) Local pricing and promotions tailored to specific geographic communities will be more common.
5) Online and physical retailers will increasingly partner and complement each other to provide optimal customer service.
The document discusses innovation and what makes a true innovator according to Vanina Delobelle. True innovation disrupts three main elements at once: functionalities, design, and processes. An innovation leader is passionate about their goals, never loses sight of their objectives, challenges limits and assumptions every day, and learns from both successes and failures. They surround themselves with a trusted team and have an in-depth knowledge of their product or service.
This document discusses using social media to understand online shopper behavior. It describes capturing a shopper's "DNA" by tracking their tastes, habits, and aspirations across online and offline shopping. This includes what they buy, browse, wishlist, and discuss with friends. The document recommends using this data to personalize the customer experience through recommendations, promotions, communities, and content to better understand customers and influence their purchasing decisions.
Social shopping Comparison Analysis Kaboodle vs ThisNextVanina Delobelle
Kaboodle and ThisNext are social shopping sites that allow users to connect with friends, browse and search for products, create lists and boards, and get recommendations. Kaboodle integrates Facebook more fully, allows importing friends, and has more robust social features like groups. It also has more extensive browsing, search, and recommendation capabilities. ThisNext focuses more on products and has a smaller selection, but also allows customizing the site design and locating nearby users.
The document discusses how to measure the return on investment (ROI) for social media marketing. It recommends defining business goals, segmenting customers, defining a targeted campaign, selecting appropriate social media platforms, allocating resources, and measuring results based on key performance indicators related to the goals. Metrics may include traffic, brand awareness, customer satisfaction, sales, and internal processes. The overall process involves careful planning and targeting of social media use to specific goals and audiences.
According to the document, blogs are not dead because 25% of online consumers read blogs, 14% comment on blogs, and 11% write blogs. Additionally, blogs are the number one content for search engine optimization, and people increasingly value online communities where they can participate, express themselves, have authentic and real discussions, reach experts, and find content, especially when conversations are triggered by leaders.
The document defines social media and discusses its uses for marketing, communication, product innovation, and internal communication by corporations. It notes social media allows companies to share information, engage customers, expand reach, and involve users in product development. The document also outlines benefits for users, including having a voice, connecting to brands, and creating desired content. It provides steps for companies to start using social media, focusing on select tools, open communication, and increasing presence over time.
This document summarizes the results of an internet survey on social networks management conducted from August 5th to 26th, 2008. 56 respondents answered questions about their reasons for using social networks, rules for connecting with others, expectations from their networks, number of connections, attention to online personal branding, managing friends versus professional connections, and challenges in managing their online networks. The survey provides insight into how people use and manage their various social media connections.
Social media marketing involves connecting with potential customers where they spend time online through blogs, forums, social networks and multimedia sharing sites. It can help businesses increase brand awareness, generate more website traffic, enlarge target audiences and improve the user experience. To be successful, social media efforts need community managers, consistent posting of relevant content, and integration across a company's websites and platforms tailored to different regions. User-generated content and comments can provide valuable insights into how to create products people want to share. For example, one company saw a 24% increase in page views after implementing social media.
Social media can be leveraged throughout the product innovation process to engage with users, learn from them, and generate buzz. During research and concept definition, social media allows companies to monitor trends, benchmark competitors, analyze competition, and gather user ideas. In testing, social media is used to conduct user testing and recruit participants for private betas. Finally, during launch, social media enables communication about the launch, engagement of new users through viral sharing, and ongoing collection of user feedback. The key is to engage users as active participants who want to help shape the product.
The document lists important skills for product management, including passion, organization, creativity, communication, learning initiative, synthesization, flexibility, openness, globalization, market knowledge, personality, leadership, people skills, sales skills, technical expertise, analytical skills, and an eye for details.
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How AI is Disrupting Service Industry More Than Design ThinkingBody of Knowledge
Artificial Intelligence (AI) and Design Thinking are two powerful tools that, when used together, can revolutionize the service industry. By combining these approaches, businesses can develop innovative solutions that enhance customer experience, increase efficiency, and drive growth. Here's how AI and Design Thinking are disrupting the service industry
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12. Consumers behave differently Follow them ! They meet in different places Social networks, blogs, forums They share content and spread the voice Viral videos, blogs, Twitter They influence They comment They advertise themselves
13. Consumers communicate more Go where they are ! People regroup on communities Word-of-mouth is stronger People read blogs and consume more user generated content People tend to take part in online conversations and are happy to communicate with brands
14. Strong trends Follow again ! 41% of users read blogs 47% of the time people spend on the internet is spent looking at content and 33% spent communicating 91% of users are likely to buy on recommendation 330 million online video viewers Twitter is 1 million users and 3 million messages/day LinkedIn is 19 million users MySpace is 110 million users …
16. Conversations … and conversations ! « Markets are conversations » « Markets are getting smarter, more informed , more organized. » « People in networked markets have figured out that they get far better information and support from one another than from vendors. » « The networked market knows more than companies do about their own products. » « Companies that assume online markets are the same markets used to watch their ads on TV are kidding themselves . » « Companies that don’t realize their markets are now networked person-to-person, getting smarter as a results and deeply joined in conversation are missing their best opportunity . » « Companies can now communicate with their markets directly. If they blow it, it could be their last chance . » « Companies that do not belong to a community of discourse will die . » (http://www.cluetrain.com/ #manifesto)
17. With or without you… … the conversations will happen ! For a better control of your brand, you must participate in the conversations Once you trigger a conversation, you should not leave it
18. The ultimate effect Brand community ! Build a non-marketing community outreach to deliver a voice for your organization Use the buzz power Reach people where they regroup
19. The other effects Reach the right people ! Long tail effect Reach the small communities on the web Connect with people Reach the people where they are Keep brand positioning Keep brand awareness to relay offline marketing campaigns Generate more traffic Enlarge the targeted segment
20. What are the expected results ? Much more than before ! Leverage current marketing results Get better brand awareness Get better brand management Get better user stickiness Get better quality products Get more sales
21. A cost free strategy Does not cost a $ ! No money investment is required No external company needs to be engaged … it will just cost the time you will be ready to invest !
22. Case Study : DELL Showing that it works ! Team of community managers that interacts with community on blogs, forums,… Monitoring all mentions of Dell online (RSS, Searches) and tracking mention of positive , negative, neutral Dell never censors critical blog comments and responds quickly to criticisms on their blog and on others All Dell employees are allowed to comment on blogs that discuss their company, but they must use give their name and identify themselves as Dell employees Since 2006, when Dell launched its DirectDell blog and major online community initiative, online mentions of Dell have gone from more than 50% negative to only 20% negative Dell’s community initiative strongly supported by CEO Michael Dell Dell is routinely cited on blogs, white papers, at conferences…as an example of a company that understands and embraces the value of community
23. Risks of not having a defined strategy You might lose control ! An exemple : People talk about you in a bad way You do not know how to answer so you reply anonymous An influent blogger realizes this and buzz about it The buzz increases You lose control and decide to respond honestly…too late You set up a bad image and now you have to deal with crisis management Results : You lost the opportunity to express yourself easily from the first time and you lost lot of time and credibility in one shot.
25. Some actions to undertake… … to start with Go and meet users on the Internet Answer comments left by users on multiple blogs. Read what they say about your brand. Set up collaborative tools Make sure you offer tools to your customers to share with you about your products (blogs, forums, online surveys). Connect with your customers Be present on online social networks and create a profile for your brand. Replay offline campaigns on the Internet Post your last TV campaigns on YouTube, announce your coming event on Twitter, post feeds on Facebook, Blog about your brand...
26. Some actions to undertake… … to start with Engage users in product testing Create restricted communities who will be able to test the product and help in its development. Create user communities. Engage users to buzz Share and present your products to bloggers in order to engage a viral wave. Trigger the conversation Engage the conversation on your blog and over chat rooms. Post on other blogs. Develop an honest and viral state of mind Be open, do not be afraid, be honest and share as much as you can.
27. Some behaviors… … to embrace ! Embrace transparency Do not post with fake names. Do not delete critical comments Do not be afraid and respond to them. Build trust By showing you are truly listening.
28. Combine the tools Use multiple tools and spread your presence ! Leverage the effect by using multiple tools One media or one profile is not enough to see the effects It is the combination of multiple tools that will make you successfull
29. Be patient The effect will be there ! You will only see small changes at the beginning The strategy is powerful when users will see your engagement One page on facebook is not going to create miracles but the combination of multiple tools might Never release your presence because communities need to be animated
36. Blogs Share with bloggers ! Blog on your corporate blog Share with bloggers and keep them informed about your actuality – They are interested by news
37. Follow conversations… … and reply ! Read all conversations that are done about your brand Participate to these conversations by replying and commenting Respond quickly for a stronger effect Share quality content
39. What actions to measure ? Buzz ! See how the person in charge is doing… Responsiveness of a communication that should be lower than 24h Number of quality blog posts Number of meaningful comments Quality of content shared
40. What KPI ? Traffic and quality ! Number of links from other sites to the brand’s URLs Number of posts quoting or linking to the brand
41. Which tools for metrics ? Easy tools to set up now ! Subscribe to Google Alerts for the URLs/words you want to monitor Create a Technorati account Follow the number of your Feedburner subscribers