So you want to do social So you want to do social media marketing? media marketing?
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So you want to do social So you want to do social media marketing?media marketing?
tune in to your customers
Social media marketingSocial media marketing
It’s not a new way to broadcast information about your company
◦ If people want to hear you talk about yourself, they can go to your website
◦ Develop a content strategy that can be executed through dialogue
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Social Media is about:Social Media is about:
◦ Listening Getting tuned into your customers
needs has never been easier
◦ Demonstrate your value Do not ask what your customer can do
for you
◦ Living up to your brand promise “We never stop working for you” Really?
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How to get startedHow to get started
1. Set desired goals for social media
2. Align approaches with objectives
3. Select appropriate technologies last
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Technologies and platformsTechnologies and platforms
One-size-fits all channels
◦ Blogs◦ Social networks◦ YouTube◦ Twitter◦ Wikis
Custom Social Software
◦ Facebook apps◦ MySpace apps◦ Widgets◦ Standalone social
sites/apps
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What is What is Social Software?Social Software?
Software in which the value to a user is derived through the engagement of others
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Examples of Social SoftwareExamples of Social SoftwareType
Connecting with strangers
Connecting with friends friends/acquaintances/colleagues
Collective insights (Crowdsourcing)
Community broadcasting
Example
Ning group for "mothers of children with autism"
Classmates.com, Facebook, LinkedIn. MySpace
mystarbucksidea.com, idea storm (DELL), digg
YouTube, twitter, Flickr, Slideshare, blogs
There is no lack of additional examples…
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Apps on Social NetworksApps on Social Networks
Facebook is king of apps ◦ >660,000 developers/50,000 apps
◦ > 5,000 apps have > 10,000active users
◦ >2/3 of of Facebook users have installed apps
…as of May 2009
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Social Network App CategoriesSocial Network App Categories
Content/Discovery
Quiz
Games
Gifts
Self expression
Networking
Charity
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Branded Social AppsBranded Social Apps Brands are shifting online budgets toward apps
◦ Replacements for ads◦ Replacements for micro-sites◦ Products/product extensions
Many brands/agencies miss the boat◦ Trad. three-month planning windows is too slow◦ “Set & forget” mentality renders apps stale◦ “Campaign” thinking kills long term potential
Rethinking the role of apps ◦ It’s the new CRM◦ It’s the new market research◦ It’s the new product development
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Why Social Network AppsWhy Social Network Apps
1. Access to users: Allow unique experiences that leverage a user's social graph
2. Control: Provide a platform where the brand customize the experience, control the engagement and measure it's impact
3. Propagation: Get 'free' viral distribution
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Building Successful Facebook Apps*Building Successful Facebook Apps*
1. Clarify your Strategy
2. Understand the Engagement Model
3. Master the Technology
4. Know Yourself
*These rules applies to most social app development
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1 - Clarify your Strategy1 - Clarify your Strategy
How do you quantify success?
What kind of engagement are enabling? ◦ Entertainment or utility?◦ A dialogue with your customers?◦ Connecting customers with each other?
What happens after launch?◦ How will you ignite the dialogue?◦ How will you keep your influencers engaged?◦ How will you monitor chatter?◦ How are you going to engage/respond to the user
activity?
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2 - The Engagement Model2 - The Engagement Model
Bragging◦ My activities◦ My friends◦ My content
Flow◦ Each engagement is
enjoyable◦ increasingly more
involving ◦ and exponentially more
rewarding
Content
Stalking◦ Friends◦ Companies◦ Topics
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3 – Master the Technology3 – Master the Technology Accept you’re building your house on sand
◦ APIs change overnight◦ You’re constantly iterating
Facebook is not an island◦ Data flows both into and out from Facebook
Are you ready for failure?◦ Put measurements in place to understand how and when to
iterate
Are you ready for success?◦ Can you scale quickly enough to handle success?
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4 – Know Yourself4 – Know Yourself
What is your brand promise?◦ How can you demonstrate the
value of your brand?
What is your social value?◦ How can your brand enrich
customers lives
Are you willing to listen?◦ How will you react to feedback
and criticism?
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Apps built by Social IntentApps built by Social Intent
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Next Frontier: Next Frontier: Distributed Social NetworksDistributed Social Networks Facebook and other social networks will be focusing more on
embedding themselves into 3rd party sites
Facebook Connect allows 3rd party sites to allow users to log-in with their Facebook ID and access Facebook functionality, apps and social graph
More than 8,000 websites have implemented Facebook Connect since its general availability in December 2008
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Organizational ChallengesOrganizational Challenges
What distinguishes social media tools from previous technologies such as CRM, is the high degree of participation they require to be effective.
While often challenging to an organization’s culture, they are not technically complex to implement.
- 2009 McKinsey
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Social IntentSocial Intent
Vidar Brekke, CEOwww.socialintent.com
[email protected]/in/vidarbrekkeTwitter: @social_vidar
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