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Social Media and Brand Communication
Ondrej Prostrednik
Marketing Manager

Lighting Beetle (www.lbstudio.sk)
What is Social Media?   a conversation
What is Social Media?

•   Traditional media types = shouting

•   Social media = sharing

     •   two way street - users receive information but communicate as well

     •   social media are:

          •   social networks

          •   blogs

          •   video and photo sharing

          •   wikis

          •   new: location
• Social media is only for kids
Myths about Social Media   • Social media is not work
                           • Social media is fad
Why should you care?




2/3 of the global Internet population visit social
                    networks*
                 *Nielsen Global Faces & Networked Places 2009
Why should you care?




visiting social sites is the 4th most popular online
        activity, (more popular than email)*
                *Nielsen Global Faces & Networked Places 2009
Why should you care?

up to 15                            12
  16-20                                                         28
  21-25                                               22
  26-30                                      16
  31-35                        10
  36-40                5
  41-45            3
  46-50        2
  51-55    1
  56-60    1
 over 60   1
               0           3             6        9        12        15    18   21   24   27   30




22% of the Slovak population is on Facebook*
                                                                *zive.cz
Why should you care?




100,000,000 – number of YouTube videos viewed
                  per day
Why should you care?




346,000,000 – number of people globally who read
                   blogs*
                    *comScore March 2008
Why should you care?




4,647,670 – number of people following Ashton
              Kutcher on Twitter
What does it have to do with marketing?	

1.People
   a.the amount
   b.the interaction
   c.the engagement

2.Impact
   a.direct
   b.two way communication

3.Targeting
   a.precise
   b.multitude of criteria
“A brand is no
longer what we tell
consumers it is.
It is what consumers
tell each other it is.”

Scott D. Cook
Director ,  Procter & Gamble Company
Marketing on Social Media

•   What does it look like
     •   Creation of content
          •   Frequency
          •   Relevancy
          •   Quality
     •   Gathering a following
          •   Getting people to become part of the fans, followers etc.
          •   Providing a counter value for their membership
     •   Interaction with following
          •   two way street - when you speak out you have to be ready to listen
High Quality




          Relevancy      Frequency




It is a battle for content      and it has rules
What can you achieve




PUBLIC RELATIONS   CUSTOMER SERVICE   LOYALTY BUILDING
What can you achieve




COLLABORATION   THOUGH LEADERSHIP   CUSTOMER ACQUISITION
The B2B myth   “Social media is just for B2C”
Where to start

1.Create content
   1.Blog
   2.Video
   3.Presentations - webcasts, podcasts
   4.Microsites, Applications...

2.Listen
   1.Know your network - what do they talk about
   2.Analyze & learn from reactions


3.React
   1.Real-time - be quicker than competition
   2.Join conversations - comments, discussions, follow others
   3.Be as open as possible - democratization of content
The Numbers

The Social Technographics of Business Buyers
A study by Forrester Research, Inc. (February 2009)

                                                            100

             9

                                    45                      75
                                                      57


                         95
            91                                              50


                                    55
                                                            25
                                                      43

         Spectators      5
                      Inactives
                                  Joiners                   0
                                                 Creators
An Example - CISCO




         BLOG                          TWITTER   YOUTUBE
• Pioneer B2B in Social Media since 2005
• They involve their B2B clients
  • blogs
  • twitter
• CEO is doing video blogs
Thank You for Your attention
    prostrednik@lbstudio.sk | www.lbstudio.sk




                                      Follow us on Twitter
                                           @lightingbeetle

                                   Follow us on Facebook
                                   facebook.com/lbstudio

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Social Media and Brand Communication

  • 1. Social Media and Brand Communication Ondrej Prostrednik Marketing Manager Lighting Beetle (www.lbstudio.sk)
  • 2. What is Social Media? a conversation
  • 3. What is Social Media? • Traditional media types = shouting • Social media = sharing • two way street - users receive information but communicate as well • social media are: • social networks • blogs • video and photo sharing • wikis • new: location
  • 4. • Social media is only for kids Myths about Social Media • Social media is not work • Social media is fad
  • 5. Why should you care? 2/3 of the global Internet population visit social networks* *Nielsen Global Faces & Networked Places 2009
  • 6. Why should you care? visiting social sites is the 4th most popular online activity, (more popular than email)* *Nielsen Global Faces & Networked Places 2009
  • 7. Why should you care? up to 15 12 16-20 28 21-25 22 26-30 16 31-35 10 36-40 5 41-45 3 46-50 2 51-55 1 56-60 1 over 60 1 0 3 6 9 12 15 18 21 24 27 30 22% of the Slovak population is on Facebook* *zive.cz
  • 8. Why should you care? 100,000,000 – number of YouTube videos viewed per day
  • 9. Why should you care? 346,000,000 – number of people globally who read blogs* *comScore March 2008
  • 10. Why should you care? 4,647,670 – number of people following Ashton Kutcher on Twitter
  • 11. What does it have to do with marketing? 1.People a.the amount b.the interaction c.the engagement 2.Impact a.direct b.two way communication 3.Targeting a.precise b.multitude of criteria
  • 12. “A brand is no longer what we tell consumers it is. It is what consumers tell each other it is.” Scott D. Cook Director ,  Procter & Gamble Company
  • 13. Marketing on Social Media • What does it look like • Creation of content • Frequency • Relevancy • Quality • Gathering a following • Getting people to become part of the fans, followers etc. • Providing a counter value for their membership • Interaction with following • two way street - when you speak out you have to be ready to listen
  • 14. High Quality Relevancy Frequency It is a battle for content and it has rules
  • 15. What can you achieve PUBLIC RELATIONS CUSTOMER SERVICE LOYALTY BUILDING
  • 16. What can you achieve COLLABORATION THOUGH LEADERSHIP CUSTOMER ACQUISITION
  • 17. The B2B myth “Social media is just for B2C”
  • 18. Where to start 1.Create content 1.Blog 2.Video 3.Presentations - webcasts, podcasts 4.Microsites, Applications... 2.Listen 1.Know your network - what do they talk about 2.Analyze & learn from reactions 3.React 1.Real-time - be quicker than competition 2.Join conversations - comments, discussions, follow others 3.Be as open as possible - democratization of content
  • 19. The Numbers The Social Technographics of Business Buyers A study by Forrester Research, Inc. (February 2009) 100 9 45 75 57 95 91 50 55 25 43 Spectators 5 Inactives Joiners 0 Creators
  • 20. An Example - CISCO BLOG TWITTER YOUTUBE • Pioneer B2B in Social Media since 2005 • They involve their B2B clients • blogs • twitter • CEO is doing video blogs
  • 21. Thank You for Your attention prostrednik@lbstudio.sk | www.lbstudio.sk Follow us on Twitter @lightingbeetle Follow us on Facebook facebook.com/lbstudio