At the latest Reykjavik Internet Marketing Conference 2010 http://www.rimc.is/en/ I have been asked how to make business and monetize social media. As usual, I think marketers missed the point, not to confuse marketing with sales, and do not think that the same rules that applied for the brick and mortar business and TV advertising work on a digital society and in particular on social media networks. So I created a presentation where I had to step back and re-explore the basics of social media, digging deep into what it actually means to design a social media strategy, on which channels and with which resources. Voilà the presentation for your pleasure! Please notice that this is a redux version without the case histories from my clients that were not approved for publishing, so I had to take them down... =( For more info and content on search marketing and social media marketing visit my blog at http://www.globalsearchinteractive.net

1. social media
what
massimo burgio
?
global search interactive / sempo
reykjavik internet marketing conference
march 12, 2010

2. one step beyond: what you expect
Massimo is the founder …
One of the early adopters of social media …
Massimo will look at how sites like Facebook and
Twitter can be used to sell online.
I don’t think so…

3. one step beyond: what is social media
social media
online practices and technologies that
users adopt to share content, feelings,
opinions, experiences, and the same media.
“wikipedia”

4. one step beyond: what is social media
social media
”social media isn't just about big networks
like facebook and myspace, it's about
brands having conversations."
“lloyd salmons, IAB social media council”

5. one step beyond: new mktg intelligence
step 1: listen

6. one step beyond: social marketing tools
step 2: engage

7. anybody knows this guy?

8. anybody knows this guy?
4Ps of Marketing
PRODUCT
PLACE
PRICE
PROMOTION

9. new 4Ps for social media marketing

10. 4Ps don’t del marketing sociale

12. facebook marketing: for dummies

13. facebook marketing: for marketers

14. social media marketing: facebook what?

15. social media strategies: by goals
Branding Marketing
+Promotions Brand
Reputation
Management Lead
Generation Direct
Sales Customer
Retention Customer
Support Business
Intelligence Product
Innovation Public
Relations …

16. social media strategies: by goals

17. social media strategies: by goals

18. social media strategies: by goals

19. social media strategies: by goals

20. social media marketing: time+resources

21. always ask your users first
where?
i.e. which are your favorite social networks?
do you read blogs? do you go online from
home, work or mobile?
what?
i.e. do you use RSS? which web services do
you expect? which FB app do you need? are
you interested in iPhone apps?
how?
i.e. give us feedback on our site / product /
service, how can we improve our call center?

22. always ask your users first
customers and prospects
your target market
employees and advisory boards
your business “family”
business partners and suppliers
your business “ecosystem”
competitors
you don’t have to ask =)
(remember)
it’s all about the users, and about the brand

23. how other brands do it: skettles.com

24. how other brands do it: skettles.com

25. how other brands do it: iceland ! you

26. how other brands do it: iceland ! you

27. how other brands do it: iceland ! you

28. how other brands do it: iceland ! you

29. how other brands do it: iceland ! you

30. how other brands do it: iceland ! you

31. the best solution for your business?
find
your
own
social
way

32. takk!
(thanks!)
(I ! Iceland)
massimo burgio
global search interactive / sempo
globalsearchinteractive.net
massimo@globalsearchinteractive.net
facebook.com/massimoburgio
twitter.com/massimoburgio
linkedin.com/in/massimoburgio
slideshare.net/massimoburgio