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Twitter and facebook marketing bringing it all home
1.
Social Media Marketing
Webinar November 11, 2009 Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi 2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR 18 SUNDAR NAGAR WWW.REGALIX.COM PALO ALTO CA 94303 USA #26, INFANTRY ROAD SECTOR 8 NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM BANGALORE 56 001 INDIA PANCHKULA 134 109 INDIA 888-REGALIX
2.
About the Presenter Group
Account Director at Regalix Extensive experience in digital marketing Managed creative and strategic teams at global agencies Ogilvy, and Hill & Knowlton Works with Fortune 100 and emerging businesses Has written and spoken on the importance of innovative digital marketing Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 2
3.
Agenda Introduction Brief Review of
Past Topics What’s New? How Social Media is Changing Marketing Case Studies Questions and Answers Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 3
4.
Social Media Landscape:
Explosive Growth Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved
5.
Marketing Landscape is
Changing Advertise spending worldwide for television, newspapers, magazines and radio dropped 7.2% in the first quarter of 2009 – Nielsen Research Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 5
6.
Brand Interaction is
Changing Traditional/Offline Marketing Web 2.0 Marketing/Social Media Marketing “I have a need” “Please make a purchase” “Let’s collaborate” One-way communication Two-way communication Consumer doesn’t have a voice Interact, engage and listen to customer No interaction with customer Listening to consumer Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 6
7.
Brand Interaction is
Changing Traditional/Offline Marketing Web 2.0 Marketing/Social Media Marketing “I have a need” “We have an offer. Please make a purchase” “Let’s collaborate” One-way communication Two-way communication Consumer doesn’t have a voice Interact, engage and listen to customer No interaction with customer No interaction with customer Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 7
8.
Mass Media Consumption
and Communication Non-personal One-to-Many Interactive Communication Not targeted or segmented Not easily accessible Real-Time Easy Access Low Cost Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 8
9.
One-to- What is One-to-Many
Communication? Personal Direct Viral Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 9
10.
Facebook Fan Page
Basics Your Wall Fans Videos Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 10
11.
Twitter Overview
Feed Similar to FB Wall Summary of Following/Followers Number of Tweets Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 11
12.
Twitter: What’s New?
Twitter Lists Segment specific groups to follow Private and public lists Real-Time Search Early stage Inconsistent Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 12
13.
Facebook: Facebook: What’s New?
Facebook as a customer acquisition platform Custom applications to drive engagement Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 13
14.
Participating in Social
Media Activities Outcomes • Media monitoring • Consumer insights Listening • Tracking discussions • Brand feedback • Improves customer service • Posting topics • Customer acquisition Energizing • Starting conversations • Engages brand ambassadors • Answering questions • Humanizes the brand Supporting • Communicating directly with customers • Builds trust • Running online promos • Active community that • Viral promotion of brand Embracing promotes the brand • Customer support through the community • Distribute branded content across web • Affordable brand building Spreading • Incentivizing users to engage with brand • Scaling beyond traditional advertising Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 14
15.
The Gap on
Facebook Typical seasonal promotions include expensive TV commercials 2009 Born To Fit Campaign: no TV commercials; large FB presence; Twitter Outreach; YouTube Channel Benefits: Interact with audience Consumers share ideas Lower cost channel Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 15
16.
Re- Ford Digital Re-Branding Ford
leverages social media for direct communication Campaigns to re-position the company as “Green” Benefits: Personal communication Customers see Ford as innovative Reach brand ambassadors Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 16
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Starbucks Community Online community
to engage coffee drinkers Using social media for crowd- sourced research Benefits: Directly engage customers Inexpensive customer research Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 17
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Volkswagon GTI iPhone
App Volkswagon launches new car with iPhone app 2010 GTI Campaign starts with iPhone game application. Digital media channels support. “Offline” channels play a small, role Benefits: Position brand with target audience Measure reach Reach audience through an interactive application Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 18
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Social Media is
Measureable Goal Objectives Metrics Strengthen • Achieve a critical mass of • # of brand advocates (fans, followers) Relationship w/ audience • # of comments posted (blogs, forums) customers • Encourage interaction with brand Increase brand • Discover common • New and returning visitors awareness themes and trends • Brand awareness and loyalty • Trends compared to competition Drive purchase • Increase in-store • Track total sales numbers intent purchases • Use online polls to ask about purchase intent Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 19
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Tracking Social Media Measure
the total “reach” of your brand Identify pages, sites and links your customers visit and interact with most Measure engagement by number of interactions Track influence by tracking product mentions Track sentiment around the specific conversations Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved © 2006 Confidential | intelligent marketing & technology solutions
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Opportunity Do you
have a comprehensive strategy? The playing field has been leveled No multi-million dollar advertising needed Small barrier to entry Smart companies are grabbing mind and market share from slow moving companies The window for first mover advantage is quickly closing Your customers are online waiting to be engaged Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 21
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Company Overview Full-Service:
Digital Marketing & Technology Talent: Leadership, Advisory, 150+ Team Customers: Fortune 500 and Venture-Backed Focus: B2B, B2C, C2C Global: HQ in Silicon Valley, 4 Offices Recognition: Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 22