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Agenda
• Social media defined• A company’s online ecosystem• Marketing planning and social media• Main social media categories• Social media case studies• Key considerations
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Social Media Definition
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Social media relates to a category of sites that is based on user participation and user-generated content.Source: searchenginewatch.com
A Company’s Online Ecosystem
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Product & Services Hub (Website)
Information Hub (Blog)
TwitterFacebook
YouTube
Community Hubs (Social Media)
FlickerEtc.
Email SEO Online Advertising Online PR ..and more
Traffic Boosters: Marketing Tactics
The Online Ecosystem*
*A dynamic system in which information/traffic can flow between any two hubs, not necessarily depicted here.
© 2010 Nuvota LLC
Marketing Planning and Social Media
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Customer Analysis
Marketing Planning
Competitor Analysis
Product & Services Analysis
Messaging
Marketing Tactics
Success Measures
Marketing Calendar
•The use of social media is a marketing tactic •Step 1- 4 need to be completed
before planning the social media activities of a business
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Main Social Media Categories
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Categories Definition Purpose ToolsBlogs A personal or corporate website in the
form of an online journal, with new entries appearing in chronological order.
• Sharing thoughts around area of expertise, information and opinions
• www.blogger.com• www.wordpress.org
Micro Blogs A blog that contains brief entries about the daily activities of an individual or company.
• Keeping friends, colleagues, and customers up –to-date in real time
• www.twitter.com• www.yammer.com
Social Networks Websites that allow users to build online profiles , connect with business and/or social contacts and share information.
• Staying in touch with people while being entertained
• www.facebook.com• www.myspace.com• www.linkedin.com• www.plaxo.com
Photo, Video & Audio Sharing Sites
Websites that allow uploading, downloading and sharing of multimedia files.
• Sharing of information and entertainment in the form of photo, video and audio
• www.youtube.com• www.flickr.com• www.podomatic.com
Location based networks
Mobile application that allows you to check-in at different locations (restaurants, airports etc.) throughout the city.
• Share with your friends where you are and gain points & badges
• www.foursquare.com• Facebook Places
Source: wikipedia, pcmag
Case Study: Blendtec - Branding
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•Little know brand, almost no marketing
•Produced 5 videos and put them on willitblend.com and youtube.com
•One week later videos had over 5 million views
•By 2009, well over 100 million views
Case Study: Starbucks - Loyalty
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•Nationwide Foursquare loyalty program
•Mayors of individual Starbucks stores can unlock a special offer when checking in at the store where they are mayors: $1 discount on a Frappucino
Case Study: Budweiser - Engagement
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•Targeted Facebook advertisement (superbowl)
•Become a fan in order to vote will be posted on Facebook wall for your friends to see
•After fan voted, prompted to share vote on Facebook wall
Case Study: Comcast – Customer Service
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•Gives Comcast a face
•Instead of waiting on the phone on hold, customers can tweet to Comcast cares
•Active listening to customer complaints and reaching out to them instantly
Key Considerations
• Theme based platform • Dedicated landing pages/ micro sites• Consistent Branding• Content Strategies (Frequency, Content Type,
Content Format, Call to Actions)• Governance Model • Marketing Integration• Monitoring & Reputation Management
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Thank You!
You can find more social media information atwww.nuvota.com
In case you have any follow up questions, don’t hesitate to contact me:
Name: Nadja SpechtEmail: [email protected]: 510.817.4239
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