What is Social Media Marketing? What different consumers are presented in the web, which strategies are common, which goals to reach via Social Media and what is the overall value? In my Social Media Basics presentation I summed up some basic key facts about the basics of social media marketing.
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Social Media Basics: Think Mobile Social Local
1. Social Media Basics:
Think Social I Local I Mobile
2. March 2012
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2. 2. Basic Definitions – Social Media
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3. Definition Social Media Marketing
Social Media
Marketing (SMM)
is the process of generating
interest and excitement in a
Brand, product or service
through various Social Media
channels by creating
valuable content and
promoting it.
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6. The Secret of Social Media Marketing
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7. What is new?
• Communication at the same level (Brand/Customer)
• Recommendation culture
• Transparency (Nestlé, BP), loss of control
• Reach via viral effects
• Engagement vs. advertising pressure (Fans vs. Ads)
• Social
Graphs allows target group clustering
Clustering von Zielgruppen (Targeted Advertising)
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8. 3. Social Media Opportunities for
Businesses
1. Social Media Target group & channels
2. Social Media Strategies
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9. Who uses Social Media?
18-29 y. (83%) 30-49 y. (70%) 50-64 y. (51%)
65+ y. (33%)
Source: The Pew Research Center’s Internet & American Life Project n=2.277 adult internet
user ages 18 and older
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10. Females, 18-34, Most Active on Social Networks
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11. Important target groups in the web
• Experts, Fans, Brand ambassadors (eg. Logo)
• Consumers who seek information
• Brand affine users who can be reached via
promotions & entertainment
• Digital Natives who can be reached anytime via
web and mobile
• Influencers who generate big communities
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12. Connected Customer today
• Shares Information
• Rates Products
• Likes Content
• Writes Reviews
But these are just 10% !
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16. Investments in the following Social Media Marketing channels
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17. Challenges
• Companies feel the need to use Social Media as a
marketing channel
• But how?
• A lot of hype
• High investment speed
• Relevance?
• ROI Measurement
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18. Social Media Relevance: Consumer vs. Businesses
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19. Typical Social Activities in Each Stage of Marketing Funnel
Source: Booz & Company
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20. Strategic Social Media Marketing: Goals
Customer
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21. Strategic Social Media Marketing: Value
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22. Overview Use Cases
• Social Ads (Display Ads) à Lead generation
• Fans & Follower à Strengthen Customer Relation
• Corporate
Communication à PR/ Crisis
Management
• Brand Monitoring
• Research/ Competition Watch
• Recommendation Marketing à New Customers
• Recruiting
• Customer Service & Support
• E-Commerce à Social Commerce
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23. Facebook Example for Social Ads
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24. Target Marketing: Based on basic demographic data
and page likes
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25. Do Ads in Social Networks work?
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26. 4. Social Media Marketing
Campaign examples
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27. Starbuck Ideas: Crow-Sourcing for Business Development
• Free business ideas
from fans
• Brand awareness
• Customer
engagement
• Example Outcome:
• Low fat & high-protein items for breakfast
• Free coffee for Gold Card members on their birthday
• Starbucks VIP card
• Buy coffee beans, get a free cup of coffee
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28. Canada travel twitter campaign in NYC to reach out to busy Americans
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29. Fox Volkswagen twitter campaign to generate brand awareness
find the hidden tickets via an interactive treasure hunt.
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30. Diesel Store Facebook POS Marketing for viral spread
“First Mirror on the Wall
that works in Social
Networks”
• Facebook Log-In
• Take a picture
• Add a comment
• Send it to Facebook
• Goal: Creating
brand awareness
while user share
their Diesel moment
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31. Virtual Mini Hunt in Stockholm via Mobile App to generate buzz
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32. 5. Today’s challenge: Social Media is
great! But where is the money?
Introducing: Social Commerce – Permission based Marketing
I am a Fan!
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35. Collecting User Permissions (Tokens) enables businesses
valuable customer insights and recommendation marketing
based on their interests
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36. How to collect token? It’s all about Apps!
Facebook " Mobile" Online"
Facebook App" Mobile App" Any Mobile App" Web Log-In"
Token
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38. Facebook Apps: Wallmart Shopycat helps to find the right gifts
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39. AmEx Link Like Love
• Cardmembers link cards to
program, choose favorite
deals;
• AmEx sends credits to
cardmembers' accounts as
they shop online or in stores,
no coupon to print out
• Also: Rewards® points
offers, entertainment
access, exclusive content
and special events through
the application
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40. 6. Conclusion: Think Social/Mobile/Local
• Customer behavior has changed
• Connected customer is empowered; rates, shares, likes content and
products
• Content is King
Customers don’t want to: They want personalized:
• Learn about new products • Discounts
• Receive general information • Purchases
• Service
No matter which location or time
à Think Social/Mobile/Local
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