Adriana Iordan Web Marketing Manager / Avangate

http://www.avangate.com

Social Networking Media How the software authors should use it?

Social Network Media?

Social media involves technology conversations sharing of information

Social media: Web 2.0 applications: Flash, Ajax, feeds, web services, RSS, mashups wiki, podcasts, blogging & microblogging

- Just to name a few

“just for fun” / “waste of time”,

“just noise”

Traditional & New Marketing

Traditional + New Media Marketing = Effective Marketing MixTraditional (examples):

• one way communication• “corporate talk”; formal• company created content• newsletters / e-mails• “doing communications”• limited distribution channels

New Media Marketing (examples) • multi directional communication• authenticity & transparency; informal• user created content (co-creation)• blogs, social networks, SMM •“building communities”• Unlimited distribution channels

Gapingvoid.com

Why incorporate Social Networks?

Consumer Internet Barometer (2008) surveys:

• At least 1 out of 5 social network users log on to blog or meet new people.

• Among the 30 and over working-age population, 1 out of 8 uses social networking sites to conduct business.

• Currently, 1 out of every 4 people online visits social networking sites

ComScore:

Facebook: 123.9 million unique visitors / May 2008

MySpace's 114.6 million unique visitors / May 2008

Why incorporate Social Networks?

What are the benefits?

• Targeted increase of website traffic• Creating positive brand association• Growing brand awareness• Conversions and sales • Control of the search results• Business development• More loyal users Social media profiles in Google

People prefer doing business with those they know!

Basic rules on New Media Marketing

Basic rules of New Media Marketing

• Transparency & authenticity• Learn to listen, have a personality• Develop relationships• Encourage the conversations• Try to add value to your industry and community• Connect with the influencers / help them find you• Create content and products worth talking about• “Build communities” instead of “doing communications”

Microblogging for lifestreaming

Twitter – social networking tool + micro-blogging

Benefits (examples):

• Request instant feedback

• Build connections & reach prospects

• Increase brand awareness

• Customer support (respond to customer queries)

• Improve reputation

Social Voting Sites: StumbleUpon

Social Bookmarking & Networking Website

Benefits (examples):

• More targeted traffic

• Search engine reputation

• Attracting “linkerati”

Professional networks: Linkedin

LinkedinBenefits (examples): Easy access to expert advice Expand contacts Get PR visibility Reinforce business brand Conduct market research

Social Network: Facebook

Facebook:Benefits (examples): Facebook fan pages, ads and secret groups Sharing content easily 3rd party applications (widgets) quickly

replacing specialized websites Competitive advantage: conversational

marketing Demographic targeting: ads and flyers Homepage sponsored stories (news feeds) Top 100 most influential bloggers are on Facebook

Marketing Mix

Launching a new product? A major update?

New marketing mix ideas:1. Differentiate and innovate2. Release and ask for feedback3. Think mobile 4. Youtube, Flickr, Facebook, Linkedin5. Pitch editors directly6. Twitter account7. Social bookmarking sites8. Measure the effectiveness

gapingvoid.com

VMWARE Success Story

Social Networking is of such importance for the VMWARE company that it has build a meeting place for all its communities: www.vmworld.com

VMWARE BUZZ

VMWARE managed to create buzz around itself in the real sense of the word. It manages 18 blogs and has more than 10 specialized communities build on it’s own web platform.

It can be found on all major social media platforms

Firefox Success Story

With the help of it’s huge community, Firefox managed on June 18, 2008 to break the world record for most downloads in one day: 8,002,530

Mozilla Social Networking Strategy

Social Networking strategy: Firefox Community portal Firefox fan page on Facebook Firefox fan page on other social networking Firefox Twitter page Official Firefox YouTube channel

+ Traditional public relations

Firefox Buzz

A real success community really starts when it grows by itself.

Conclusions

Immediate actions to take: Use an RSS Reader and subscribe to feeds Start a free company / personal blog / start micro-blogging Open a free page on Facebook Create a free Linkedin account Check your website content and start networking!

Connect with me! Adriana Iordan, Web Marketing Manager / Avangate Email: adriana.iordan@avangate.com Twitter: http://www.twitter.com/adriana_iordan Some traditional good old marketing: Avangate Digest Newsletter◦ http://www.avangate.com/newsletter