3. WELCOME TO THE NEIGHBORHOOD THE EFFECTIVE BRAND ACTS AS FULLY INTEGRATED MEMBER OF ITS COMMUNITY IT LIVES AND BREATHES IN THE SAME PLACE AS ITS AUDIENCE
4. 96% OF GENERATION Y HAVE JOINED A SOCIAL NETWORK GENERATION Y: BORN BETWEEN MID 1970S – EARLY 1990S (MILLENNIALS, GENERATION NEXT, OR THE BOOM ECHO)
5. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A SOCIAL MEDIA PRESENCE
13. LEVEL OF ENGAGEMENT SOCIAL TOOLS APPLICATIONS ONTENT SEEDING WIDGETS BLOGS FEEDS WOM SEO TAGGING KEYWORDS MASS MEDIA WEB/MICROSITES BANNERS ADS PUBLIC RELATIONS LEVEL OF CONSUMER CONTROL SEEK & FIND SHARE & DISCUSS ENGAGEMENT & PARTICIPATION MASS ACTIVATION SOCIAL ACTIVATION
15. MARKETING SPEND $ $$$$ $$ SOCIAL ACTIVATION CAMPAIGN DEACTIVATION MASS MEDIA ACTIVATION WEBSITES BLOGOSPHERE ONLINE PR EDITORIAL SITES CONTEXT SITES CONTENT SITES BLOGOSPHERE ONLINE PR SOCIAL NETS SOCIAL TOOLS KEYWORDS EDITORIAL SITES CONTEXT SITES CONTENT SITES MASS MEDIA SOCIAL NETS SOCIAL TOOLS KEYWORDS EDITORIAL SITES CONTEXT SITES CONTENT SITES SOCIAL NETS SOCIAL TOOLS KEYWORDS CONTEXT SITES CONTENT SITES SOCIAL NETS SOCIAL TOOLS CRM SOCIAL NETS LAUNCH ASSIMILATION GROWTH CULTIVATION MANAGE RAMP DOWN CLOSE ACTIVITY TIME
17. THE TIPPING POINT IF YOU MANAGE TO REACH THE RIGHT INFLUENTIAL PEOPLE WITHIN A COMMUNITY, THESE FEW WILL INFLUENCE THE MASSES, AND THE TIPPING POINT WILL BE REACHED Malcolm Gladwell Authorof The Tipping Point
18. PHASE LAUNCH ASSIMILATION GROWTH CULTIVATION USER ACTIVITY DISTRIBUTION ACTIVITY TARGET HYPER INFLUENCERS HIGH INFLUENCERS THE INFLUENCED THE FOLLOWERS
25. THE CAMPAIGN LIFECYCLE IS ORGANIC – CONSUMERS WILL DECIDE HOW LONG YOUR CAMPAIGN LIVES ON FOR SEIZE OPPORTUNITY TO TEST AND LEARN WITHIN CAMPAIGNS BUILD CONTENT TO BE PORTABLE AND SHAREABLE – ALLOW IT TO TRAVEL
26. YOU START THE STORY... WE’LL SPREAD THE WORD... YOUR CUSTOMERS WILL FINISHIT.
Editor's Notes
A different take on activating campaigns through social marketing
Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
Use of social media is not just about what you say, but HOW and WHENToday’s consumers expect their brands to be available where and when they want it. On-demand.
The communication landscape has shifted What was: one-way dialogue where marketers and brands talked, and hoped that consumers listened What is: two-way dialogue in which marketers and brands hope that consumers participate in the conversation Consumers now have a voice – they are now empowered to share, publish, sort, filter, pick, choose and create their own content Join the conversation by really listening to your customers, rather than just waiting for your turn to speakEXAMPLES: Wikipedia democratized the encyclopaedia replacing Encarta YouTube democratized digital video content replacing iFilm EBay has democratized shopping Blogger has democratized news
Monologue vs. Dialogue Listening (bad with good) to your consumer and reacting with relevant content Turning advertising into a service, not just advertising
THE MIDDLE – TRADITIONAL MARKETING: companies push content out to consumersTHE 1ST SOCIAL RING – SEEK AND FIND: the basics; laying the foundation that allows users to find your brand in their information gathering processTHE 2nd SOCIAL RING – SPREAD THE WORD: Target the advocates; arm them with the tools required to talk about your brand and expect them to offer opinions about your brand, and to disseminate it on Digg, deli.cio.us, etc.THE 3rd SOCIAL RING – ENGAGEMENT: Mass uptake; this is where your audience spends a lot of time with the brand. They invite you into their world, and start to explore and engage with the brand, so make sure you’re offering valuable content in the places we know they’re bound to hang out. Meet and play with them on Facebook, MySpace, YouTube, MSN, eBay, etc.AMIN/LIN ADD IN REAL LIFE EXAMPLES
The new campaign lifecycle is organic Campaigns should not be defined by a period of time
Let the lifecycle run its course (your customers will determine how long your campaign lives) It grows, lives and eventually dies based on a natural progression Participate in this conversation for the entire lifecycle Gone is the day of launching a campaign and walk away Move towards ownable marketing platforms that have staying power
A function of passion, not position Save traditional $$ by creating campaigns people want to spend time with and share with others Help your content travel The new WOM
Everything still starts with the big ideaThe big idea just needs to work across multiple platformsActively listen Join and lead the conversation Become a topic of conversation Let go of control Create many conversations
Hobnob is our new social marketing group – a new division of OneMethod We have enlisted a roster of digital socialites and content junkies The sole purpose of this new group is to take word-of-mouth marketing to a new level
Today’s tools of the trade may not be here tomorrow Part of our job is to keep on top what’s happening in this space Based on that, we will be constantly reworking our tool kit
If your contribution the to community is content, then it must be of high quality, and be available when the audience is reaching for it, in the right format If done right, you will not be the only one distributing it Make your audience your agent
An effective brand behaves like a fully-formed member of the community. It lives and breathes in the same place as its audience. A brand’s contribution to the community is content. It must be relevant and it must be distributed to in an efficiency way.A humanized brand is not meant to be perfection. It doesn’t have all the answers. It takes risks and makes mistakes. It approaches “life” with candour and honesty.
