Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

Social Media Marketing - Deep Dive - IAB Spain Madrid 2010

Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
1<br />Hola!<br />Madrid, 23 November 2010<br />
2<br />Below the Social Surface<br />
3<br />Let’s Take a Deep Dive<br />

Les vidéos YouTube ne sont plus prises en charge sur SlideShare

Regarder la vidéo sur YouTube

Chargement dans…3
×

Consultez-les par la suite

1 sur 55 Publicité
Publicité

Plus De Contenu Connexe

Diaporamas pour vous (20)

Similaire à Social Media Marketing - Deep Dive - IAB Spain Madrid 2010 (20)

Publicité

Social Media Marketing - Deep Dive - IAB Spain Madrid 2010

  1. 1. 1<br />Hola!<br />Madrid, 23 November 2010<br />
  2. 2. 2<br />Below the Social Surface<br />
  3. 3. 3<br />Let’s Take a Deep Dive<br />
  4. 4. Today’s Topics<br />Company Profile <br />Vision, Mission, Action<br />What About Brands<br />Some Social Cases & Trends <br />Q&A<br />4<br />
  5. 5. Today’s Topics<br />Company Profile <br />Vision, Mission, Action<br />What About Brands<br />Some Social Cases & Trends<br />Q&A<br />5<br />
  6. 6. Grupo LaComunidad<br />Brand Engagement <br />Triple Play Proposition<br />LaComunidaddigital marketing agency <br />ViralTrackeronline video metrics company <br />SocialMedia8social media marketing agency<br />Grupo LC was born in a garage. It’s now part of the WPP network. <br />6<br />
  7. 7. 7<br />SocialMedia8<br />SocialMedia8 Amsterdam - HQ<br />SocialMedia8 London<br />SocialMedia8 Milan<br />SocialMedia8 Madrid<br />
  8. 8. Our Domains<br />8<br />Strategy & Insights <br />Research, Insights, Social Media Monitoring, Brand Engagement Strategy, <br />Social Commerce, Social TV, Social Gaming and Social CRM Strategies<br />Digital PR & Buzz <br />Digital PR, Natural Seeding, Social Media Optimization, Digital PR Clippings, Influencer Identification and Outreach Programs<br />Media & Advertising <br />Strategic Social Media Planning and Buying, Paid Seeding, Social Media Advertising, <br />Facebook, YouTube, Twitter, Online Video campaigns and Blogvertsing <br />Content & Communities <br />Content creation, Branded Social Pages, Widgets, Virals, Branded Blogs, Fan & Brand Ambassador programs, Community Management and moderation <br />Tracking & ROI <br />Online video tracking with ViralTracker (virals, movie trailers, game trailers, video <br />clips, TV exclusives), Buzz Tracking, Social ROI measurement, Brand Patrol programs<br />
  9. 9. Today’s Topics<br />Company Profile <br />Vision, Mission, Action<br />What About Brands<br />Some Social Cases & Trends<br />Q&A<br />9<br />
  10. 10. Vision<br />advertising never<br />started a movement<br />powered by the social web,<br /> not advertised on it.<br />
  11. 11. Mission <br /> To move brands away from traditional<br /> advertising, towards a model which is<br /> more content-driven, engaged and<br /> focused on consumer dialogue<br />11<br />
  12. 12. The arena of our creative process<br />12<br />
  13. 13. 13<br />
  14. 14. 14<br />
  15. 15. Some Brands in Social Media? <br />15<br />
  16. 16. Why are Brands connecting to Fans?<br />16<br />
  17. 17. How to createloyal fans withsocial?<br />Create the appropriatestrategyforyour brand.<br />Long term goes best for fans and lovebrands. <br />SMM Campaign 3<br />Q4 Promotion <br />Short term strategy:<br />Short term social advertising <br />SMM Campaign 2<br />Brand Awareness<br />SMM Campaign 1<br />Product Promotion<br />Long term social media marketing programs needs<br />a long term theme / topic: Running – Nike <br />Long term strategy:<br />Long term fan program<br />Ongoing social media monitoring & KPI measurement<br />17<br />Digital CRM<br />
  18. 18. We understand that “Paid” media is not the main priority in today’s event<br />Paid<br />media<br />Owned<br />media<br />Earned<br />media<br />18<br />
  19. 19. How do we drive branding, engagement, loyalty and sales in a social media world? <br />Listen <br />Engage<br /><br />Distribute<br /><br />PR<br />Engagement strategy<br />Big Idea<br />Reason to Engage<br />Brand Benefit<br />ePR<br />Social<br />Relevant <br />Conversations<br />Actionable <br />Conversations<br />All Conversations<br />Mobile<br />Media<br />Event<br />POS<br />19<br />
  20. 20. Listen <br />Engage<br /><br />Distribute<br /><br />Social media monitoring programs <br />gain deeper analyses and insights<br />Sentiment<br />Author<br />Site<br />Volume<br />20<br />
  21. 21. Listen <br />Engage<br /><br />Distribute<br /><br />Social monitoring can help all brand stakeholders<br />Product Marketers <br />Product & Innovation<br />PR & Media Agencies<br />Digital Natives <br />Employees & HR<br />CRM <br />Dpt.<br />Influencers<br />Fullfilment Agencies<br />SalesDpt. <br />PR<br />Dpt. <br />Retailers<br /> Lovers & <br />Fans<br />Helpdesk & Care <br />Research Dpt. <br />Shows & Events<br />Media <br />Dpt. <br />AdvertisingDpt. <br />Bloggers & Media<br />21<br />
  22. 22. Listen <br />Engage<br /><br />Distribute<br /><br />Identification of key influencers and fans <br />22<br />
  23. 23. Listen <br />Engage<br /><br />Distribute<br /><br />How can we engage these key influencers?<br />Step 3: <br />Launch advocacy program<br />Step 2: <br />Develop relationship<br />Step 1: <br />Identify influencers <br />Rafe All About Symbian community <br />Teo Bartulovic Symbian Freak community <br />Steve Garfield Godfather of Videoblogging <br />Delon Ho Howard forums superuser <br />Darla Mack Mobile Diva blogger<br />23<br />
  24. 24. Listen <br />Engage<br /><br />Distribute<br /><br />How can we distribute and amplify our story through Owned, Earned and Paid Media? <br />Owned<br />media<br />PR<br />Engagement strategy<br />Big Idea<br />Reason to Engage<br />Brand Benefit<br />ePR<br />Earned<br />media<br />Social<br />Digital Content Optimization<br />Mobile<br />Media<br />Paid<br />media<br />Event<br />POS<br />24<br />
  25. 25. Since most brands like social campaigning, here are some behind the scenes tricks <br />3 Online Videosfor Heineken<br />25<br />
  26. 26. First we create a strategic social media plan <br />SocialMedia Planning*<br />Global & Local<br />Blogs / Forums<br />Global & Local<br />Video Portals<br />Global & Local<br />Social Networks<br />26<br />* Thisis anexample<br />
  27. 27. Uploadto portals<br />Viral Incubation Period<br />is 21 days<br />Super Influencers & Heineken Fans <br />TIME<br />Influencers<br />Moderators<br />Users<br />Next, we seed story and content to influencers<br />* Thisis anexample<br />27<br />
  28. 28. We ignite the buzz with our buzz toolkit (but please, don’t tell the PR agency )<br />28<br />
  29. 29. Viral Roadmap<br />YES<br />Viral Incubation Period is 21 days<br />REPORT<br />REALLY<br />VIRAL?<br />SOCIAL MEDIAPLANNING<br />NATURAL<br />SEEDING<br />VIRALSPOT<br />NO<br />PAID SEEDING<br />29<br />
  30. 30. How can we optimize viral marketing ROI and improve digital content strategies?<br />30<br />
  31. 31. What online video fails among your fans? Which one has the “Touch of Gold”? <br />31<br />
  32. 32. Today’s Topics<br />Company Profile <br />Vision, Mission, Action<br />What About Brands<br />Some Social Cases & Trends<br />Q&A<br />32<br />
  33. 33. 33<br />What about brands?<br />
  34. 34. 34<br />Open and share more<br />
  35. 35. 35<br />Really wish CRM and Customer Loyalty now <br />
  36. 36. 36<br />Looking for new marketing places<br />
  37. 37. 37<br />Activating sponsorships with Fan hubs<br />
  38. 38. 38<br />Understanding the benefits of Fans<br />
  39. 39. 39<br />Listening, observing and changing <br />
  40. 40. 40<br />DNA to keep listening and interacting <br />
  41. 41. 41<br />Showing digital thought leadership <br />
  42. 42. Today’s Topics<br />Company Profile <br />Vision, Mission, Action<br />What About Brands<br />Some Social Cases & Trends<br />Q&A<br />42<br />
  43. 43. 43<br />Case Dodge Nitro<br />Create buzz among male car lovers for Dodge Nitro<br />5,000,000 video views, +400 blog posts, 159 test drives<br />
  44. 44. 44<br />Case Heineken Know The Signs<br />Engage a global male audience for Heineken International<br />6,000,000 Engagements- Awareness+11% <br />Brand TrackingbyMetrixLab<br />
  45. 45. 45<br />No TV or Print but Social Program for Windows7 Introduction<br />ROI 5x higher than Vista, with 10% of the Vista Budget <br />
  46. 46. Case Skittles<br />90,000,000 <br />free impressions<br />Paid<br />Media<br />Earned<br />Media<br />Owned<br />Media<br />€ 276,000<br />€ 90,000<br />fan program<br />Earning attention for Skittles with compelling content gives us € 3 Earned Media for each € on Paid Media<br />46<br />
  47. 47. 47<br />Case Tourism Tuscany<br /> Changing Region Tuscany from landmark to lovemark<br />Increasing tourism by 7% with a social SWAT team<br />
  48. 48. What could be the Next Social Trends?<br />48<br />
  49. 49. Social Commerce <br />49<br />The fusion of eCommerce and Social Media <br />
  50. 50. Social Gaming <br />50<br />The mash-up of Online Games and Social Networks<br />
  51. 51. Social CRM <br />51<br />The mix of Traditional CRM and Social Media<br />
  52. 52. Social TV <br />52<br />Where Online TelevisionmeetsSocial Media <br />
  53. 53. Social… <br /> …might just be the new ‘normal’ soon<br />53<br />
  54. 54. Muchas Gracias!!!<br />54<br />Please connect to: <br />Igor Beuker<br />Founder Grupo LaComunidad<br />igor@socialmedia8.com<br />www.socialmedia8.com<br />Or follow some viral ideas and social trends onwww.viralblog.com<br />

×