A BRAVE NEW WORLD

from online marketing perspective

WTF is social media???THIS IS A BRAVE NEW WORLD WE LIVE IN...

Link

YEAH,AMAZING NUMBERS!

IT’S A REAL REVOLUTION

…LET’S DO IT!

IT’S A MESS….WHERE SHOULD I START?

IT’S A MESS….WHERE SHOULD I START?

ALWAYS WITH THE STRATEGY…

Tool Output

WHAT is the communication trying to persuade people to believe?

The Objective

HOW is this communicated?

The Creative Mechanism

What ?

How ?

ALWAYS KNOW WHAT YOU WOULD LIKE TO SAY AND

DETERMINE HOW WOULD YOU LIKE TO DO THAT?

Tool Output

WHAT is the communication trying to persuade people to believe?

The Objective

HOW is this communicated?

The Creative Mechanism

The seductive power of Axe…

…is brought to life by women unable to control their passion when a man is wearing it.

AXE IS A GOOD EXAMPLE…

messagemessage

THE SAME MESSAGE IS USED EVERYWHERE.

360

SOCIAL MEDIA SHOULD BE PART OF THE INTEGRATED 360 COMMUNICATION.

online

SM BUILDS IMAGE, GENERATES TRAFFIC ANDHELPS SEO

WEBSITEWEBSITE

BANNER CAMPAIGN

S

BANNER CAMPAIGN

S

DIGITAL PRDIGITAL PR

SOCIALMEDIA

MARKETING

SOCIALMEDIA

MARKETING

TRAFFIC, IMAGE

TRAFFIC, IMAGE

TRAFFIC,

IMAGE

TRAFFIC,

IMAGE

TRAFFIC, IMAGE

TRAFFIC, IMAGE

HELP SEOHELP SEO

HELP SEO

HELP SEO

HELP SEO

HELP SEO

SEOSEO

TRAFFICTRAFFIC

ANALYTICS,ONLINE PRESENCE MONITORING

IT’S THE STRATEGY THAT HELPS YOU

1.FIND CONSUMERS AND POTENTIAL CONSUMERS

ONLINE2. LISTEN TO THEM

3. GET IN TOUCH W THEM

AND FINALLY ENGAGE THEM

IT’S THE STRATEGY THAT HELPS YOU

1.FIND CONSUMERS AND POTENTIAL CONSUMERS

ONLINE2. LISTEN TO THEM

3. GET IN TOUCH W THEM

AND FINALLY ENGAGE THEM

WHAT IS SOCIAL MEDIA MARKETING?WHAT IS SOCIAL MEDIA MARKETING?

A toolbox you can use….

Social Media Do’s and Don’ts

Do-s:– Be on every popular web 2.0

platform – Go where the users are, not ask

users to come to you– Be integrated, be online with the

same message on every platform– Offer Value (Content), Not Self-

Promotion:• To gain an audience, talk about

what you know, not what you sell. – Listen to the Audience.

• Gather as much and as relavant infos as you can

– Follow, Answer and “Retweet.”• Process the information and react

immediately

Don’t-s:– Try to act as real user when you

are a company– Try to lie to users– Spam ppl with content can’t be

intresting for them

Role of Social Mediain marketing campaigns

1.Spread the message: viral

effect

2.Providefunctionalities

Social MediaDrives traffic

to microsites,

articles, applications

Social Mediagenerates traffic itself

on a fanpageor on an account

3. Gives platform for sharing: based on user

generated content

Role of Social Media: 1. Spread the message: viral effect

Goldstar Beer: Park Fight Facebook App: Flash game

11Go where users are: facebookand make an application. PromoteYour application there.

22 Let users play with it 33 Let them share the pointsAnd wait for the viral effect

Aim: engage users with the brandTools: facebook app.User task: play with a Flash game.Motivation: to win over the women/men

Youtube video

11Go where users are: facebookAnd make an application. PromoteYour application there,

22 Let users experience the 3D effect 33 Let users share it

Aim: engage users w the brandTools: facebook app.User task: try out the new tech.Motivation: experiencec

Role of Social Media: 1. Spread the message: viral effect

Augmented Reality Microsite

Role of Social Media: 1. Spread the message: viral effect

Lipton Chineese Viral greeting card (microsite)

Youtube video

11

Go where users are:Chineese IM and SNAnd promote your microsite there

22Engage them w smg relevant on the microsite

Let them spread the message: go viral!

33See the results: viral effect, digital PR

44

Aim: engage users w the brandTools: social networks, IMUser task: watch the video and forward itMotivation: gifting season

Role of Social Media: 2.Provide functionalities

2.a: Like button outside FB: Levi’s Like button function

Youtube video

11Integrate Like button functionality On a webstore 22

Let them find their friends onthe website 33

Bring them to a social network

Aim: make online shopping more intrestingTools: facebookUser task: like jeans and make a friends storeMotivation:a personalized store (only myAnd my friends’ jeans are there)

Role of Social Media: 2.Provide functionalities 2.b: status update function: Dymocs books Tweet A Review

Campaign11 Go where users are: facebook, twitter 22 Collect user base by motivating them 33

Build future activityon this user base

Aim: build user baseTools: facebook, twitterUser task: tweet in 140 characters about 101 best books reviewsMotivation: win one of the books or all of them

Role of Social Media: 2.Provide functionalities 2.c : delete your friend function: Whopper sacrifice

11 Go where users are: facebook, twitter 22 Give them an application which works differently

33 See the effects

Youtube link

Aim: to prove Americans love WhopperTools: facebookUser task: delete their fake friendsMotivation: win one whopper

Role of Social Media: 2.Provide functionalities 2.d: tagging functionalities: Ikea tagging campaign

Youtube video

11 Go where users are: facebook 22 Use one of the functionalitiesAs noone did before

33 See how users areWaiting for your nextactivities

Aim: to introduce newproductsTools: facebookUser task: tag picturesMotivation: win one of the tagged furniture

Role of Social Media: 3.Gives platforms for sharinguploading photos, videos,blog entries, design contest

11 Promote the campaign in severalmedia

22 Make one platfrom site. F.ex: youtube channel

33 Have users vote for it

44 Have a jury vote for the TOP 10 55 Give a special relevant gift

Aim: to engage users byTeaching the Fanta DanceTools: youtube channelUser task: upload videoMotivation: win a video clip w SP Youtube video

http://mashable.com/2009/06/03/dunkin-donuts-

facebook-campaign/

fin