Integrating Social Media Into Your Marketing Mix. Jereme Wong (COO,
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1 Integrating Social Media Into Your Marketing Mix Jereme Wong (COO, 1
2 Image by Roo Reynolds used with Attribution as directed by Creative Commons Companies jumping into Social Media 2
3 Image by Andy Ciordia used with Attribution as directed by Creative Commons 3
4 Image by Aaron Berkovich used with Attribution as directed by Creative Commons Without a clear goal, you can get lost easily. 4
5 Key Themes What is Social Media? Rules of Engagement? How to Start Social Media Marketing? Case Study: Discover Nikon 5
6 Image by Aaron Berkovich used with Attribution as directed by Creative Commons Without a clear goal, you can get lost easily. 6
7 What is Social Media? clicktrue Confidential and Proprietary 7
8 What is Social Media? Social Media Teen Sex?? 8
9 What is Social Media? Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many)... It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Brand 9
10 What is Social Media? Traditional Today Brand Brand Where brand is broadcasting to consumers Shift to social media dialogues 10
11 What is Social Media? Social networking sites (Facebook, LinkedIn, MySpace ) Blogs (WordPress, LiveJournal, Posterous ) Microblogging (Twitter, Facebook Status ) Social bookmarking (Delicious, StumbleUpon, Digg ) Media sharing (Flickr, YouTube, Vimeo ) + Podcasts, Virtual worlds. 11
12 Rules of engagement clicktrue Confidential and Proprietary 12
13 #1. The Right Mindset & Attitude From top management to ground staff and across departments: 1.Participation 2.Openness 3.Authentic 4.Honest 5.Be Prepared to Apologise! 13
14 #1. The Right Mindset & Attitude (eg.) While we re sure this was a great deal for customers, it was inadvertent, and we took a big loss (over $1.6 million - ouch) selling so many items so far under cost. However, it was our mistake. We will be honoring all purchases that took place on 6pm.com during our mess up. We apologize to anyone that was confused and/or frustrated during out little hiccup and thank you all for being such great customers. 14
15 #1. The Right Mindset & Attitude (eg.) Tiger not only ignored the negative comments, they deleted them and banned those users from posting again! 15
16 2. Commitment & Consistency Do you have a resource committed to customer service? How about upkeeping the blog/newsletter content? Are your actions consistent in the online and offline world? The reason why Mac users are so loyal: Apple's brand. 16
17 2. Commitment & Consistency (eg.) the next day No Bill Shock?? 50% off the bill and a satisfied customer! 17
18 3. React Fast & Be Prepared Expectation of fast response time Discuss internally to agree on workflows and model answers Go with your gut feel and observe Rule #1 Best Practices: Social media is public. Your fans and followers have the right to make negative comments it s your company s job to turn those negative comments around If possible, suggest that customers contact you privately to send their address or phone number for more in-depth discussion 18
19 3. React Fast & Be Prepared 19
20 Preparing For Social Media Marketing The Right Mindset & Attitude Participation Openness Authentic Honest Be Prepared to Apologise Commitment & Consistency React Fast & Be Prepared 20
21 How to do it? clicktrue Confidential and Proprietary 21
22 How To Start Social Media Marketing 1.Create a SMM Strategy Set your goals Understand your assets Choose the right tools Assign enough resources Create a policy and communicate it to everyone 22
23 How To Start Social Media Marketing 2. Focus On Dialogs Start with your customers Ask how you can benefit for your customers Listen Answer 23
24 How To Start Social Media Marketing 3. Measure Setup your measurement tools Gain actionable insights Re-evaluate your strategy 24
25 How To Start Social Media Marketing 4. Commit! It s a marriage, not a one night stand! 25
26 26
27 DiscoverNikon Case Study clicktrue Confidential and Proprietary 27
28 Discover Nikon The Challenge Nikon wanted a platform to bind photo-enthusiasts together. Using this platform, they hope to further engage the community with Nikon s new products and services. 28
29 Discover Nikon The Strategy Assess Nikon s existing assets and resources Leverage on Facebook Page to build a growing community Devise a series of contests to grow this community 29
30 Discover Nikon The Impact 10,000 of fans within 2 months (purely organic) Average of 400 interactions per week on fan page 30
31 Creating a Engagement Strategy via Contest 31
32 Microsite & Facebook Fan Page Discover Nikon Nikon Countdown Facebook Microsite Twitter Page Page 2010 Contest 32
33 Sample Contest Ran On Facebook 33
34 2mins After Launch
35 6mins After Launch
36 Contest Drew 70 Responses Some of the fans were eagerly awaiting by their Facebook page 15 mins before we launch our contest! Seeing how the responses pour in was simply thrilling! Samantha, Nikon Asia Marketing 36
37 Measuring Across The Social Media Landscape 2 Months Into Campaign: A) Very Negative (8.8%) [-1.0%] B) Negative 180 (4.5%) [+0.1%] C) Neutral 1393 (35%) [+1.6%] D) Positive 386 (9.7%) [-1.1%] E) Very Positive 1674 (42%) [+0.4%] F) Total Posts
38 BONUS: Increase of Organic Search Ranking New page achieved 1 st page ranking
39 Why Is The Campaign Successful? Key Takeaways: Client understood what it takes to embrace Social Media Marketing and work closely with us to gain trust of their fans Knowing client s available assets and resources allow us to choose the right social tool and engagement strategy clicktrue s best practices and intimate understanding of how to leverage various social tool helped to escalate the success of the campaign within a short period 39
40 Ready? Thank 40
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