1. Optimizing audience using SNW
DigiGen 2009 Workshop
Part 2
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Gregory.birge@f5dc.com +65 9111 6849

2. AGENDA
0900 – 0930 : Introduction
0930 – 1030 : Current social networking market Place
1030 – 1100 : BREAK
1100 – 1200 : Optimizing Audience Engagement
1200 – 1300 : LUNCH
1300 – 1400 : Revenue generation, goals
1400 – 1430 : Legal aspects
1430 – 1500 : BREAK
1500 – 1600 : Future Trend

3. Ignoring Meta-Tags Can
Keyword Cool Design Ignoring Help With
Advertising Is Equals Good Measurement Return on Search Engine
Everything Marketing Investments Optimization
Starting Too
Not Marketing Not Focusing Late
to a Defined on Repeat
Group Business
Inconsistency
in Marketing
Efforts Making a
Change for the
Not Getting Sake of It
Not Having a
Clear Feedback
Forgetting
Marketing That Slow and
Message Going Steady Wins
Overboard the Race
Lack of
Diversification
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4. Consumer Engagement in Social
Marketing
 Solicit consumer input on your site to track and engage in a one-on-one conversation.
 Create message boards, forums, and wikis to reach out to customers.
 Develop a corporate blog, and post on relevant third-party blogs.
 Advertise on relevant forums to get users to engage with you
 Engage in public forums relevant to your brand
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5. Currently
HTML
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6. AJAX
http://www.phatfusion.net/imagemenu/index.htm
Not a new code, but a new way to code with Java scripts
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7. FLEX Next generation of open source web language
http://flex.org/showcase/tagraph
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8. AIR
Runtime for your computer
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9. Microformats
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10. Open APIs
Twitter Atlas
Open Atlas Flickrviewer
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11. Consumer needs first, not technology
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12. What is the original idea ?
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13. A very good example
 Same story board
 Totally different immersion
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14. Opportunities 60k sweepstakes in 3 weeks
http://www.web-strategist.com/blog/2008/01/29/case-study-how-sony-leveraged-a-popular-vampire-facebook-widget-to-reach-its-community/
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15. How does it apply to us ?
 What to do with it ?
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16. Good examples
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17. Good examples
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18. Good examples
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19. Good examples
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20. Good examples
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21. Another good example
“We’re trying to let our hair down a bit and have
some fun’ with the campaign, he added. That is
evident in the offbeat ads being created for
Facebook, which include the chance to design
virtual cars.” - manager for marketing
communications at BMW
http://www.facebook.com/pages/Graffiti-Car-Contest-What-drives-you/
27172461048
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22. WWW.F5DC.COM

23.  7,176 members,  2 169 users.
 409 photos,
 483 posts
 37 discussion groups.
 Message adapted to Facebook audience  Negative posts removed
 Test target audience  One way communication
 Adapt marketing message  New ‘style’ focus while brand means discount
 Lower communication tone
 No link to ecommerce site
 Discussion forum WWW.F5DC.COM

24. What do they have in common ?
Technology does not matter !
Process / Media does not matter !
Input – Share – Comment – Respond
Designed to answer one objective
User centric evolution
Privacy respect
Exclusive club-like feeling
Innovative
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25. How to make it work ?
BRAND CONSUMERS
 Why SCN ?  Values ?
 Really want to do it ?  Benefits ?
 How to engage ?
 How to maintain ?
 Do you open a new one ?
 How to update ?
 Link to a new one or focus on existing ?
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26. Why not create a video ?
POSM
TVC UGC TVC
 Local flavor
 Different tone Online
 How do we engage the audience ?
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27. Why not create a Profile page on
Facebook ?
 Why would I join ?
 Does it match brand profile ?
 Does it match the consumer needs ?
 Where is my recognition ?
 Why will I give YOU my name ?
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28. Why not create a Podcast ?
 Perfect support from a TVC
 Continue discussion on values
 Do not focus on product
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29. Group exercise
 Take one of your current campaign
 Include some elements of SCN
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30. THANKS
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Gregory.birge@f5dc.com +65 9111 6849

31. Brand – Consumer – Media - Mapping
+10 Brand values +10 Brand values +10 Brand values +10 Brand values +10
- 10 - 10 - 10 - 10 - 10
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32. Finding a needle in the haystack
Find the right
consumer
Find the right
information
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