6. Dlaczego warto? Bo tu idą pieniądze. 63% firm przewiduje wzrost wydatków na social marketing w 2009 3% przewiduje spadek 34% średniego wzrostu R/R wydatków na social media marketing w latach 2009 - 2015
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11. Gdzie wykorzystywać social marketing? 12 mln 8 mln 200 mln 100 mln 25 mln 42 mln 3 mln użytkowników 5-10 tys. 30 mln 3 mln
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13. Reklama w serwisach - ING Automatycznie generowana personalizowana karta płatnicza Skierowana do określonego targetu (850 tys. osób) 4159 wniosków o wydanie karty i otwarcie rachunku
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15. Profile w serwisach - AXE Stewardessa Sara na fotka.pl: - 1.8 mln UU - 3.2 mln odsłon profilu - 4600 komentarzy na profilu - 2.5 mln wysłanych PW - 100 tys. odpowiedzi
20. + wysoka interakcja + uczestnictwo najbardziej aktywnej części grupy docelowej + kontrola nad contentem - koszt (stworzenie, popularyzacja, obsługa - także IT) Jak? Własny serwis
21. Własny serwis - Levis - 3000 nadesłanych wzorów - 134,000 UU (5 tygodni) - 19,000 kont (2/3 - target) - 122,000 ocen Literally overnight they got a different demographic and a sales lift that made a measurable impact on sales. $44 vs $58-75
924 widgety na blogach / 30,000 odsłon They got 3,000 design submissions to the contest for designing a new Levi’s product. Over 2000 of the submissions complied with the rules. The campaign got 134,000 unique visitors and almost 19,000 registered users . Two-thirds of those were women in target age group of 18 to 25 years old. They had 122,000 design ratings . They also got 924 social networking/blog badges with over 30,000 views . Interestingly word of mouth marketing on social media like blogs and social networks turned out to be a major driver of awareness about the campaign. Social media drove 38% of the awareness about the campaign as compared to 30% of awareness coming from TV and low single digit for everything else. During the five weeks that the program was running, the top 5 selling products changed from traditional products to the featured products . The traditional core products had a price point of about 44 dollars and sold to an older demographic. The products featured in the campaign were Levi store exclusive, more fashion forward and had price range of 58 to 70 dollars. Literally overnight they got a different demographic and a sales lift that made a measurable impact on sales.