Creating and executing an effective marketing strategy using Social Media tools

1. ICT KTN Online Business Essential Clinics #4: Effective Marketing with Social Media creating & executing a a strategy for the effective use of social media tools

2. @MobileMaggie Margaret Gold is an innovation & business launch specialist who provides strategic advisory services to companies & institutes expanding or launching new businesses in the mobile industry. Before that, she was a senior consultant at Edengene, where she worked with FTSE 100 companies to invent, develop and launch new products & services to market. An ‘idea-to-launch’ community platform for the collaborative development of mobile innovations

3. http://rlauterborn.com/pubs/pdfs/4_Cs.pdf

4. Eric Ries: http://www.startuplessonslearned.com/ http://www.slideshare.net /venturehacks/the-lean-startup-2 The Lean Startup

5. Social Media is a tool throughout the Customer Journey Purchase Experience Problem / Need Awareness Enquiry Recommendation Retention

7. http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif

8. http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/

9. It’s mostly about Word of Mouth TALKERS Know who’s doing the talking & influencing, and where the conversations are taking place TOPICS Give them something fun, unique & repeatable to talk about – create curiosity gaps and triggers TOOLS Make everything shareable and forwardable , post content everywhere, free samples, find the multipliers TRACKING Listen to users, track topics and brand mentions, gather insights, measure & manage, respond and engage TAKING PART Engage, share info & support, do shout-outs, say thank-you, say sorry

11. Only now should you sit down and choose your Platforms

12. http://www.invisiblepr.com/social-media-public-relations/

13. Choose your tool based on what you want to achieve http://www.elliance.com/aha/infographics/Social-Media-Building.aspx

15. 4 “Rules” of Campaign Design Give the consumer what they want - not what you want them to want ( competitions, sweepstakes, coupons, previews &exclusives ) Make your activity bite-sized Engage frequently: little and often is key Lots of little campaigns build relationships far more effectively than big one off campaigns. http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/

16. Social mostly boils down to Engagement http://darmano.typepad.com/logic_emotion/2009/05/social-engagement-spectrum.html

17. Some Resources READ

18. Some Case Studies STUDY Blogs (Johnson & Johnson, Delta Air Lines) Bookmarking/Tagging (Adobe (adobe AIR), Kodak) Brand monitoring (Dell, MINI) Content aggregation (Alltop, EMC) Crowdsourcing/Voting (Oracle, Starbucks) Discussion boards and forums (IBM, Mountain Dew) Events and meetups (Molson, Pampers) Mashups (Fidelity Investments, Nike) Microblogging (method, Whole Foods) Online video (Eukanuba, Home Depot) Organization and staffing (Ford, Pepsi) Outreach programs (Nokia, Yum Brands) Photosharing (Rubbermaid, UK Government) Podcasting (Ericsson, McDonalds) Presentation sharing (CapGemini, Daimler) Public Relations (Avon, Intel) Ratings and reviews (Loblaws, TurboTax) Social networks: applications, fan pages, groups, and personalities (British Airways, Saturn) Sponsorships (Coca-Cola, Whirlpool) Virtual worlds (National Geographic, Toyota) Widgets (Southwest Airlines, Target) Wikis (Second Life, T-Mobile Sidekick) http://www.beingpeterkim.com/2008/09/ive-been-thinki.html http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/

19. Now for the action plan #1 define goals and objectives #2 identify your audience #3 learn from others #4 choose the tools to use #5 set the budget #6 develop content & social objects #7 define your KPIs #8 determine your resources #9 assign roles and responsibilities #10 monitor and measure

20. … some anecdotes to close….

22. Now for the action plan #1 define goals and objectives #2 identify your audience #3 learn from others #4 choose the tools to use #5 set the budget #6 develop content & social objects #7 define your KPIs #8 determine your resources #9 assign roles and responsibilities #10 monitor and measure

26. MARKET RESEARCH TOOLS (market feedback, product/service reviews, industry updates): • Get updates on who’s talking about you, your industry, your customers – Google Alerts • Find out what’s happening in all the topics that interest you – Alltop , Backtype , LinkedIn Answers , Yahoo! Answers • Get your products reviews and feedback – Crowdstorm , GetSatisfaction • Find out about great websites recommendations – StumbleUpon • Organize RSS feeds from media sites and blogs – Google Reader SHARING TOOLS: Content sharing tools • Share photos – Flickr • Share original writings – Scribd • Share PowerPoint presentations – Slideshare • Share videos and music – YouTube , My Space • Livecast hosting – Justin.tv , BlogTV , UStream , Qik , Flixwagon , Kyte , LiveCastr • Share your profile – Google Profile Publication tools • Wikis – Wikipedia , Wikia , Wetpaint • Citizen journalism portals – Digg , Newsvine SHARING TOOLS: Content sharing tools • Share photos – Flickr • Share original writings – Scribd • Share PowerPoint presentations – Slideshare • Share videos and music – YouTube , My Space • Livecast hosting – Justin.tv , BlogTV , UStream , Qik , Flixwagon , Kyte , LiveCastr • Share your profile – Google Profile Publication tools • Wikis – Wikipedia , Wikia , Wetpaint • Citizen journalism portals – Digg , Newsvine SOCIAL NETWORKING TOOLS: • Social networks – Facebook , Bebo , Hi5 , Orkut • Niche networks – LinkedIn , Boompa Social aggregation – FriendFeed , Socializr, Socialthing!, lifestrea.ms, Profilactic • Create your own social networking – Ning • Organize business contacts via the web – Plaxo Discussions tools • Forums – PHPbb, vBulletin, Phorum • Video forums – Seesmic • Instant messaging – Yahoo! Messenger, Windows Live Messenger, Meebo • VoIP – Skype, Google Talk • Find relavant groups – Google Groups

27. BLOGGING TOOLS: • WordPress, TypePad, Joomla, Technorati, IceRocket, Google Blog Search MICROBLOGGING TOOLS: • Twitter, Pownce, Jaiku, Plurk, Adocu VIRTUAL WORLDS TOOLS: • Virtual worlds – Second Life, Entropia Universe, Stardoll, Club Penguin • 3D chats – Habbo, IMVU SOCIAL GAMING TOOLS: • Social gaming platforms – ImInLikeWithYou, Doof • Casual gaming portals – Pogo, Cafe, Kongregate • Social networks enabled games – Three Rings, SGN MEASURMENT TOOLS: • Provide good overview of analytics and site demographics – Quantcast, Google Analytics, Alexa • Track the performance of your and competitors’ keywords – Hubspot • Grade your website on a number of analytics and social media indicators – Website Grader • Compare tool for web analytics-type information – Compete.com