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The popularity of web applications with a social context has exploded in the last year. This session will look at how social interaction can be applied to a brands online presence to generate a deeper connection with the customer. We will discuss what can be learned from these interactions, how market research can be conducted, and how a brand can enter the conversation without turning its audience off. Presentation by Jason D. Schwartz of http://robberbaronblog.com at SXSWi 2007 Follow him on Twitter: http://twitter.com/jschwa Book him for speaking engagements at: jason AT robberbaronmusic.com Credits: Campari case study originally by Richard MacManus at Read/WriteWeb. Background provided by Andrew Reeve.
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© 2007 Jason D. Schwartz, [email protected]
Jason D. SchwartzBackground
Consultant in the digital media industryIsland Def JamBET Interactive
Marketing at an interactive agency for Fortune 500 clients
Started Robber Baron Music, a digital music labelwww.robberbaronmusic.com
Launching Social RaceSocial media site in the political space
© 2007 Jason D. Schwartz, [email protected]
Agenda
Marketing on existing networksCase StudyHow-To
Market research on existing networks Creating your own social media
© 2007 Jason D. Schwartz, [email protected]
Joining The ConversationCampari Case Study
Source: 11/28/06 Richard MacManus at readwriteweb.com
Campaign consisted of:Flash WebsiteMySpace ProfileYouTube ProfileFlickr AccountDel.icio.us Account
© 2007 Jason D. Schwartz, [email protected]
Campari Results
170,000 PageViews13.5% from social media sites
3,000 “Friends” 2,500 comments across the sites 92,000 views across the sites
© 2007 Jason D. Schwartz, [email protected]
Campari Results
Niccolò Magnani, MRM Worldwide, “What I like is that we created a community of
people that we can further talk about red passion.”
© 2007 Jason D. Schwartz, [email protected]
Problems With The Campaign
Fake profiles can be dangerous Transparency on the web is important If you lie, you will be found out
Lonleygirl15 You may believe there is no such thing as
bad PR Works better in the arts and entertainment
industry To avoid problems disclose company
sponsorship
© 2007 Jason D. Schwartz, [email protected]
Did They Connect?
“What I like is that we created a community of people that we can further talk about red passion.”
The reality is that all of the profiles and accounts were deleted
Violates terms of serviceYou can probably get away with it, but
expect a short run
© 2007 Jason D. Schwartz, [email protected]
How To Do It
Update content frequently Don’t spam inboxes Keep on top of the community MySpace
Design in CSS○ www.mikeindustries.com
© 2007 Jason D. Schwartz, [email protected]
How To Do It
Update content frequently Don’t spam inboxes Keep on top of the community MySpace
Design in CSS○ www.mikeindustries.com
Purchase a branded profile from MySpace or FaceBook
© 2007 Jason D. Schwartz, [email protected]
© 2007 Jason D. Schwartz, [email protected]
© 2007 Jason D. Schwartz, [email protected]
© 2007 Jason D. Schwartz, [email protected]
© 2007 Jason D. Schwartz, [email protected]
Listening To The Conversation
Social media sites are populated with people describing their preferences
Market researches pay people to tell them what they like and what sites they visit
Social media sites make this same data public for free
© 2007 Jason D. Schwartz, [email protected]
Discovering Tangential Interests
Good marketing comes from understanding your audience
Its easier to cut through the noise in an uncrowned space
The goal is to find the non-obvious place to reach your audience
Don’t market a golf club in a golf magazine, market it at Home Depot
© 2007 Jason D. Schwartz, [email protected]
Using Del.icio.us
Search Del.icio.us for the brand category
Look at related tags
© 2007 Jason D. Schwartz, [email protected]
Using Del.icio.us
Search Del.icio.us for the brand category
Look at related tags Build profile of the target audience SEO
Look up related items Enter top bookmarks into Similicio.us Build a list of sites to advertise, partner, and
compete with
© 2007 Jason D. Schwartz, [email protected]
Del.icio.us Tea Results
Terms for SEO and further research:Food, shopping, coffee, health, recipes,
design, gifts Sites to partner or advertise with
thinkgeek.comthreadless.comtreehugger.comlifehacker.cometsy.com
© 2007 Jason D. Schwartz, [email protected]
Using Technorati Finding a key opinion leader can be a
valuable contact Search Technorati for the brand
category Switch the search to blog directory
Surf the results. The best may not be the highest ranked
Look at what tags the blog uses Look at who else links to them
© 2007 Jason D. Schwartz, [email protected]
What To Do With Technorati Results
Build a more detailed picture of your target audience
Advertise on the blogs Offer a promotion Engage in link trading
© 2007 Jason D. Schwartz, [email protected]
Creating Your Own Social Media
Tap into your audiences ability to createChevy Tahoe create your own ad
© 2007 Jason D. Schwartz, [email protected]
© 2007 Jason D. Schwartz, [email protected]
Creating Your Own Social Media
Tap into your audiences ability to createChevy Tahoe create your own adCurrentTV www.current.tv/make/vc2/vcam
© 2007 Jason D. Schwartz, [email protected]
© 2007 Jason D. Schwartz, [email protected]
© 2007 Jason D. Schwartz, [email protected]
User Generated Ads
Tap into your audiences ability to createChevy Tahoe create your own adCurrentTV
The downside is a loss of marketing control
© 2007 Jason D. Schwartz, [email protected]
© 2007 Jason D. Schwartz, [email protected]
Creating Your Own Social Site
Do not create another social network for people to meet up
Create something social that makes your audience’s interests easier
Example: If you work with a wine company, create a site for people to share wineSame goes for a glass company whose
customers probably drink wine
© 2007 Jason D. Schwartz, [email protected]
© 2007 Jason D. Schwartz, [email protected]
Creating Your Own Social Site
Rather than buying an ad, sponsor an entrepreneurMore interactive than a spotEngages your audienceCreates a true community you can
communicate with Sponsor a UI over hall or upgrade
Get access to their user statistics (don’t abuse)
© 2007 Jason D. Schwartz, [email protected]
Conclusion Advertising in social networks can be
effective, but does not create a community Think of social media as a place to
discover your audiences interestsDel.icio.usTechnorati
Create sites that make these interests easier and have your client sponsorThis will create a true community and dialog with
customers
© 2007 Jason D. Schwartz, [email protected]
Contact Info
Jason D. [email protected]
I am available for speaking engagements and consulting in the digital space.
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