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NY Women in Communications Digital Salon 102309
1. Digital Salon: Social Media Marketing October 23, 2009 Sarah Hofstetter Senior Vice President Emerging Media & Client Strategy 212.703.7220 [email_address] Twitter: @Pezmeister1
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3. Jeff Bezos - Chairman, Amazon “ A brand is what people say about you when you're not in the room”
4. People talk about you when you’re not in the room Playground Water Cooler Bar Starbucks
6. The Internet delivers tremendous scale to WOM Around the office: Linear Progression Around the Internet: One click = instant audience
7. Brands are online – with or without you Awareness Advocacy Loyalty Brands have an unprecedented opportunity to converse with their customers and drive deeper connections
8. So what are you going to do about it? OR Listen & Participate Cover Your Ears and Pretend It’s Not Happening
16. Let’s evaluate opportunities by asking 4 questions SOCIAL MARKETING STRATEGIC LENS Does it meet our marketing objectives? Does it use our social media arsenal? Does it follow social media best practices? What is the value exchange between consumer & brand?
17. Establishing an architecture to tie communities together will maximize online conversations HUB & SPOKE APPROACH With new hub HUB & SPOKE APPROACH With your brand as hub MATRIX / INTERCONNECTED Without central destination Note: Example architectures for discussion purposes only Existing Asset Global Marketing New Asset Existing Asset New Asset Existing Asset New Asset
22. Brands have harnessed the arenas Coca-Cola Super Bowl Ad Syndication Amplify Content via Video Syndication Nat Geo Channel on Twitter Sprite Step Off Social Program NBC across blogosphere
23. Adapting the execution to the objective Client: H&R Block Objective: CRM Client: National Geographic Objective: Tune-In
32. What could Motrin have done? Channel the Conversation Online buzz monitoring is different than focus groups Keep an ear close to the ground to understand brand perception, competitive landscape…
33. Case Study: Listening helped inform NBC and make quick decisions during crises April 19, 2007 April 26, 2007 How bad is the damage to 30 Rock? Only 9% of Alec Baldwin blog posts mention “30 Rock” … of that, only 12% said they’d never watch 30 Rock again Season Finale
35. What to measure with social media ROI All can be tracked over time to gauge trends
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37. Establish baselines of quality & quantity chatter & then measure regularly Source: 360i analysis of YouTube Insights, Facebook Insights & Blogosphere SOURCE OF VIEWS % OF TOTAL Embedded Player 77.0 Related Videos 6.1 YouTube Other 5.6 Viral/Other 3.6 Advertising 2.1 Promoted Video 1.8 External Links 1.6 YouTube Search 0.87 Google Search 0.13 Demographics Viral Sourcing Buzz Monitoring Daily active listening can highlight potential problems with escalation plan in place