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