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08/19/11 Introduction to Social Media Online Marketing Boot Camp August 2011
<ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>Myspace </li></ul><ul><li>GeoSocia...
10,436,860 1.9 million UAVs / mo  150,000 UAV / month 9.8 million UAVs / month Australian social media use – mid 2011 4.6 ...
<ul><li>CONVERSATION IS KING.  </li></ul><ul><li>(Content is just something to talk about…) </li></ul>20% OF CONTENT IS UG...
Title and Content Layout 19/08/11
THE RISE (AND RISE) OF THE SUPER EMPOWERED  HYPER-CONNECTED CONSUMER <ul><li>Two way communication </li></ul><ul><li>Engag...
PRIVACY IS OBSOLETE <ul><li>Transparency </li></ul><ul><li>No separation of public, private or professional identity </li>...
“ MARKETS ARE CONVERSATIONS” <ul><li>“ Consumers” are no longer isolated, they converse about you and your products en mas...
SOCIAL MEDIA STRATEGY IN THREE STEPS
SCIENCE FICTION IN 2002 MINORITY REPORT
MANAGING A GLOBAL BRAND IN 2011 THE GATORADE SOCIAL MEDIA COMMAND CENTRE
LISTEN: SOCIAL WEB MONITORING
ENGAGE: LET THE DATA DRIVE <ul><li>Develop insights from the data </li></ul><ul><li>Sort mentions thematically </li></ul><...
SOCIAL MEDIA ACROSS THE CUSTOMER JOURNEY Jeremiah Owyang and Ray Wang from  Altimeter Group
WHEN THINGS GO WRONG…
ENGAGEMENT: HOW TO’S  <ul><li>Respo nd in the same medium </li></ul><ul><li>Be human! Use language that fits the space </l...
WHO OWNS YOUR BRAND?
UNDERSTANDING INFLUENCE <ul><li>It’s not the loudest voices, but the most relevant </li></ul><ul><li>Build advocacy </li><...
<ul><li>track,  </li></ul><ul><li>measure,  </li></ul><ul><li>iterate, improve </li></ul><ul><li>rinse and repeat… </li></ul>
Thank you. Questions? Carry on the conversation… @acatinatree [email_address] www.mindshareworld.com
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Introduction to Social Media Online Marketer Bootcamp Aug 2011

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An introduction to social media, just in case you've been living in a cave for the last few years. Key implications for marketers, basic social media strategy, who owns your brand.

Publié dans : Business, Technologie
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Introduction to Social Media Online Marketer Bootcamp Aug 2011

  1. 1. 08/19/11 Introduction to Social Media Online Marketing Boot Camp August 2011
  2. 2. <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>Myspace </li></ul><ul><li>GeoSocial </li></ul><ul><li>Video </li></ul><ul><li>Blogs </li></ul>What is social media?
  3. 3. 10,436,860 1.9 million UAVs / mo  150,000 UAV / month 9.8 million UAVs / month Australian social media use – mid 2011 4.6 UAVs / month … ?
  4. 4. <ul><li>CONVERSATION IS KING. </li></ul><ul><li>(Content is just something to talk about…) </li></ul>20% OF CONTENT IS UGC (USER GENERATED CONTENT) 100% IS USC (USER SHARED CONTENT)
  5. 5. Title and Content Layout 19/08/11
  6. 6. THE RISE (AND RISE) OF THE SUPER EMPOWERED HYPER-CONNECTED CONSUMER <ul><li>Two way communication </li></ul><ul><li>Engagement not advertising </li></ul><ul><li>Brand personalisation </li></ul><ul><li>Build advocacy </li></ul>
  7. 7. PRIVACY IS OBSOLETE <ul><li>Transparency </li></ul><ul><li>No separation of public, private or professional identity </li></ul><ul><li>Everyone is connected to everyone, everywhere, all the time </li></ul>
  8. 8. “ MARKETS ARE CONVERSATIONS” <ul><li>“ Consumers” are no longer isolated, they converse about you and your products en masse online </li></ul><ul><li>These conversations can be positive or negative and there is nothing you can do to prevent them </li></ul><ul><li>The people will get their information about products and services from each other, not your marketing materials </li></ul><ul><li>People speak human to each other, you speak corporate to them. Learn to speak human (again) or become irrelevant, fast </li></ul><ul><li>It is not just your marketing department who is providing the voice and eyes and ears to your organisation, it is everyone who works for you. Let them interact with people </li></ul><ul><li>The Cluetrain Manifesto, 1999. </li></ul>
  9. 9. SOCIAL MEDIA STRATEGY IN THREE STEPS
  10. 10. SCIENCE FICTION IN 2002 MINORITY REPORT
  11. 11. MANAGING A GLOBAL BRAND IN 2011 THE GATORADE SOCIAL MEDIA COMMAND CENTRE
  12. 12. LISTEN: SOCIAL WEB MONITORING
  13. 13. ENGAGE: LET THE DATA DRIVE <ul><li>Develop insights from the data </li></ul><ul><li>Sort mentions thematically </li></ul><ul><li>Identify complaints, issues, common misconceptions </li></ul><ul><li>Allow data to inform and shape response </li></ul><ul><li>The issues will inform who should, and how to engage </li></ul>
  14. 14. SOCIAL MEDIA ACROSS THE CUSTOMER JOURNEY Jeremiah Owyang and Ray Wang from Altimeter Group
  15. 15. WHEN THINGS GO WRONG…
  16. 16. ENGAGEMENT: HOW TO’S <ul><li>Respo nd in the same medium </li></ul><ul><li>Be human! Use language that fits the space </li></ul><ul><li>Add value to the conversation </li></ul><ul><li>Ask questions </li></ul><ul><li>Respond promptly </li></ul><ul><li>Deliver customer commitment, not campaigns </li></ul>
  17. 17. WHO OWNS YOUR BRAND?
  18. 18. UNDERSTANDING INFLUENCE <ul><li>It’s not the loudest voices, but the most relevant </li></ul><ul><li>Build advocacy </li></ul><ul><li>Social currency </li></ul><ul><li>Create shareable, useful content </li></ul><ul><li>shareable objects – create talkability </li></ul><ul><li>Brand ecosystem </li></ul>
  19. 19. <ul><li>track, </li></ul><ul><li>measure, </li></ul><ul><li>iterate, improve </li></ul><ul><li>rinse and repeat… </li></ul>
  20. 20. Thank you. Questions? Carry on the conversation… @acatinatree [email_address] www.mindshareworld.com

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