SOCIAL MARKETING. December 2009

Transcription

1 SOCIAL MARKETING December 2009

2 Agenda What is Social Media? Social Networking Sites the numbers What to do on a social networking site Examples Facebook, Bebo, MySpace, WL Messenger My thoughts on Twitter Measuring brand engagement

3 Social Media Transforms broadcast media monologues (one to many) into social media dialogues (many to many). Transforms people from content consumers into content producers. Eg, UGC (user-generated content). Includes: internet forums, weblogs, social blogs, wikis, podcasts, pictures, video, ratings, bookmarking. Technologies include: blogs, picture/video-sharing, , instant messaging, music-sharing, VOIP. Can be aggregated via social networking sites.

4 Active Users (000's) The Numbers (NZ) 1600 Social Networking Sites - Oct 08-Oct 09 Source: Comscore MyMetrix Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Facebook ,076 1, Windows Live Hotmail Bebo Windows Live Messenger MySpace Twitter Linkedin

5 The numbers (US) Source: 2009 Razorfish Digital Brand Experience Study 65% of consumers report having had a digital experience that either positively or negatively changed their opinion about a brand. Of that group, 97% unanimously said that their digital experience influenced whether or not they eventually purchased a product or service from that brand. 97% of consumers have searched for a brand online. 70% have read a corporate blog. 67% have watched a commercial or video advertisement on YouTube. 65% have played a branded, browser-based game. 73% have posted a product or brand review on a website like Amazon, Facebook or Twitter.

6 What to do on a social networking site Three types of marketing within social networks 1. Display advertising 2. Integrated profiles (creating a user profile for the advertiser) 3. Applications within social networks Create a way for passionate and loyal fans to engage with your brand/company understand what they are saying about you Capture an unfiltered view into how people perceive your brand in real-time Have an early warning system when you do something right / do something wrong

7 Facebook examples Perfect Italiano

8 Facebook examples PS3 Uncharted Among Thieves 2 Nathan Drake s Treasure Hunt

9 Facebook examples

10 Bebo Republic of V

11 Bebo Ford Fiesta

12 Events Music Film TV MySpace Connects Through Passions 500,000 New Zealanders per month

13 Four Ways Brands use MySpace Display Media Brand Communities Sponsorships Events

14 Four Ways Brands use MySpace

15 MySpace is shaping the future of music MySpace Music is a Joint Venture between all major labels and independents, offering NZ users the largest catalogue of free streaming music tracks & full albums. Users and artists can create, share and save playlists across the web, driving music discovery through friends. MySpace Music allows brands to tap into unparalleled access to the world s biggest music community. It s the largest streaming music service in the world, open now to New Zealand brands.

16 MySpace Music Sponsorship Examples Toyota Coke Summer KFC Krushers

17 MySpace Events MySpace Secret Shows Very cool, free performances for MySpace users by premier music acts in an intimate and unique setting. Provides advertisers with an exclusive opportunity to activate with the crowd, in a once-in-a-lifetime experience. Previous performance in NZ include: Cut Off Your Hands, Fall Out Boy, Fur Patrol, The Checks, Evermore MySpace Black Curtain Black Curtain screenings takes the hottest films and screens them free for MySpace users weeks before anyone can see them in the theatre. These capacity screenings are often accompanied by unique content recorded just for the screening, a celebrity appearance or even a musical act from the film.

18 WL Messenger Ad Sharing makes it viral The new WL Messenger Video Share feature is an easy solution to spread an advertiser s message. The half banner expands to play video, users click on the Video Share button, click on a buddy to share it with, and in real-time can chat about the video. Prime TV also used a mobile text reminder feature within this ad unit.

19 My Thoughts on Twitter From 2008 to 2009, Twitter grew more than 1,770% Twitter is a service not a website Twitter is an information network, not a social network Twitter can personalise your brand Monitor conversations people are having about your brand, products and services, via Tweetdeck (updates every minute) 40% of people who sign-up leave after two months Twitter should be run internally, not via an ad/pr agency it should be cheap to do Acknowledge people eg, Vodafone/Orcon helping their customers In the US, 44% of consumers who follow a brand on Twitter, do so because they want exclusive deals or offers. 37% who friend a brand on Facebook or MySpace, do so for the same reason. Air NZ example of upgrading passengers. In June 09, Twitter s age profile (source: Nielsen): 16% are 2-24 year olds 64% are year olds 20% are 55+ year olds Search your brand: search.twitter.com It s the World s Biggest Watercooler!

20 Measuring Brand Engagement it s not easy Many researchers around the World are trying to gauge the financial impact of brand engagement. In the US, Starbucks, Dell and ebay have the most engaged brands, based on the breadth of social tools they use to engage users, as well as the depth of their interactions (eg, responding to blog comments). Marketers have to think much more broadly about how they are connecting with consumers across the digital channel. From search, to website, to display ad, to microsite, to mobile application, to Facebook page, every interaction has the power to shift a consumer s affinity for a brand.

21 Contact Details: Liz Fraser Ph: