SOCIAL MEDIA. Blogs. consumer-generated media. Blogs, membership sites, photo sites, micro blogs

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1 SOCIAL MEDIA consumer-generated media Blogs, membership sites, photo sites, micro blogs Facebook, Youtube, Myspace, Yammer, LinkedIn, Flickr etc. Assist. Prof. Dr. Ozge Ozgen December Blogs everyman s way of communicating with others and establishing digital communities wherein individuals can exchange their views on issues of personal relevance 1

2 Company Blogs: Southwest Airlines The company blogs about itself and the airline industry with a personal touch and has been producing a series of fun... Microblogging: Twitter Sending short updates to each other, max. 140 characters More advantageous than SMS because less costly Receiving immediate feedback Two way communication tool Connecting with Customers on Twitter Providing valuable information and benefits Special offers Discounts Events New product offerings The dedicated customers They want to contribute Giving sneak peek before a major release and asking what they think Feeling exclusive Having feedback from customers If your product is ready twitter can be successful, don t trust just social media!!! Connecting with Customers on Twitter Find influencers... Who are the opinion leaders, who are the followers? Interacting with them Tracking the key words: 2

3 Leveraging Twitter for Team Communication Following the employees Make people feel closer to each other Learning personal life... Non business tweets can have strong business effects 3

4 Why Facebook? That s where the customers are! Targeted user information including age, gender and location etc. Internet Usage Related to Social Networking Activities Social networking has rapidly gained importance as nearly 50% of OECD Internet users are active social network users. In 2010, at least 60% of Internet users in Poland, Portugal, Turkey and the United States engage in social networking on the web. Facebook Statistics More than 800 million active users More than 50% of active users log on to Facebook in any given day Average user has 130 friends On average, more than 250 million photos are uploaded per day More than 70 languages available on the site Approximately 80% of users are outside of the United States More than 350 million active users currently access Facebook through their mobile devices 66 Hours time spent on a computer monthly by the average person in the US 4

5 Facebook Statistics for Turkey 3 in 10 Americans Say Social Media Ads Useless BUT they use Facebook to research and review consumer product information: this year, the proportion reached 10%, up from 6% in active users (July, 2011) In last 15 months it increased 50% On average, 2.7 billion sharing a month 36% of users are female Integrate your customers and upload intresting contents Skittle vs David Phoenix It involved a character David Phoenix who did battle with the fans of the Skittles page by claiming he could beat them in a challenge which saw him gradually buried by Skittles. The user interaction on this campaign was enviable fans got to add more skittles into the pot simply by clicking, then via a livestream you could see your skittles getting poured on top of the challenger. 5

6 Do update regularly and give response to users comments Organize a contest Do link pages together 6

7 Objective: Raise awareness of Toyota s unique hybrid technology and acquire fans for a newly created Facebook page Solution: Premium Video Ads and Sponsored Stories driving fans to the Facebook page with a contest to help fuel engagement Key Lessons: Featuring television spots to create awareness of a campaign and extend the message to a broader audience. Holding a contest on Facebook that encourages users to interact with a brand s content can increase engagement. Johnnie Walker Malaysia Johnnie Walker s partnership with Formula One team Vodafone McLaren Mercedes Black Circuit Lounge campaign on Facebook The official race party of the Malaysian Grand Prix Johnnie Walker Malaysia: Black Circuit Lounge campaign Directing consumers to join our Facebook community and participate in a contest to win exclusive money-can t-buy tickets to our mega-event Consumers sent in photos of themselves and their friends taken on a stylish night out along with 100 words on why they deserved to attend. From February 24, 2011 until the date of the party on April 9, The ads were targeted at males over the legal drinking age in Malaysia Johnnie Walker Malaysia: Results of Campaign The Johnnie Walker Malaysia Page had 29,830 fans, a 39 percent increase on the base. reach more than 8.5 million friends of these fans 8,136 campaign interactions achieved on the Facebook Page, including 7,229 Likes on content The Black Circuit Lounge campaign had 191 submissions and 50 winners of 4 tickets each 7

8 FACEBOOK: Tagging IKEA: Facebook Showroom Campaign A Facebook campaign for a new Ikea store in Malmo, Sweden Users were drawn to the new Facebook profile page of the store manager, who d uploaded pictures of his new showrooms. People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! FACEBOOK: Updating Your Status FACEBOOK: Liking All of its products on the Web feature a Like button. This allows the brand to know which products are most popular 8

9 Facebook: Holiday Oriented Applications Valentine s Day Campaign: Everybody needs a Ken... Facebook: Sponsored Stories Sponsored Stories that turns Page updates, as well as Places checkins, Likes, and application activity by users into advertisements. When a user checks in to claimed Place, Likes a Page, or shares content to the news feed from an application that has paid for Sponsored Stories, that activity may appear as an advertisement to their friends. It was started in Turkey for Finansbank, Nissan, grupfoni and markafoni 9

10 Create compelling videos content may consist of how-to s, answers to frequently asked questions, expert interviews, screen video captures, slide shows and more Make your video available Make sure your targeted keywords are in the first few words of your title Brand your YouTube channel Add links to your YouTube. Use YouTube Ads 10