Social Marketing Ground Rules

Social Marketing Ground Rules

Chris TranDigital Director

New Media EdgeHo Chi Minh City // December 9, 2010

THE THREE MEDIASPaid, Owned and Earned

Long term Strategy• Brand.com.vn acts as

Owned Media and provides enough content to create sustained interest from consumers.

• Use Paid Media to drive initial interest to Brand website.

• Use Earned media to share their experiences and get new users over time.

Owned media

Brand.com.vn

Earned MediaPaid Media

DIGITAL DEATHAnd three Social Marketing Basics

Support the fight against HIV/AIDS

Social Media is designed to connect

Production Values

Haiti

Simplicity Wins

• Social Media emphasizes the less is more approach. Twitter does, after all, limit people to 140 characters.

Decembeard

Digital Death Results• So frustrated with the

time it was taking, just $450,000 raised in six days, they convinced Brooklyn-born billionaire pharmaceutical executive Stewart Rahr to donate $500,000 so they could resume their digital habits.

VIRAL/SOCIAL – THE RULESFirst a primer

TV/Print are interruptive mediums

You are forced to watch TVCs

Digital is not interruptive.

Digital is easily ignored.

Must add value!

But How to add value?

VIRAL/SOCIAL – THE RULESThings the people like to share

Social Media Addiction?

Laughter

Inspiration

Cuteness

Originality

Ghosts????

User generated contests

User Generated Contests• What works: Activity and participation around the brand.• If users get involved, they can win. And the voting structure generates even more

activity. Washburn reports that SolidWorks’ “web traffic is up by a factor of four in comparison to previous campaigns.”

• When this doesn’t work: Your brand doesn’t carry either the same kind of mass appeal as Doritos or the committed fandom of SolidWorks.

• Branding consultant Lisa Merriam wrote a case study of a failed contest campaign by a company called Levia. It tried a campaign similar to Doritos, asking consumers to submit a video about the healing power of light.

• Doritos is a mega-brand [with] millions and millions of passionate consumers. And Levia®? You probably never heard of it. Levia® is a device that uses light to treat psoriasis. The set of people who suffer from psoriasis and who have heard of Levia® and who have the technical know-how to produce video and who care enough to come up with winning concepts about light’s power to heal is an infinitesimally small set of people — certainly not a crowd.

Making a consumer community

Making a Consumer Community• Marketers have jumped on the relatively recent explosion of online

communities. If customers have the ability to talk to one another, why not create an incentive and a space for them to talk about your brand?

• What works: Campaigns that encourage community among their customer base can really help to build loyalty.

• When this doesn’t work: When the campaigns are lazy.• It’s not fair to say that most company Facebook Pages don’t work, but often the

conversations there offer a relatively low level of engagement. Contests, questions and announcements all encourage participation from the customer, but not necessarily participation with each other.

• A lot of brands use Twitter contests in a similar way. A few years ago Squarespace, for instance, gave away an iPhone a day to anyone who mentioned Squarespace in a tweet. While this kind of activity can generate a lot of buzz, the actual customer engagement in the brand is low — the equivalent of dropping your business card in a fishbowl.

Case Study

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