View
1
Download
0
Category
Preview:
Citation preview
14.12.2011
1
Assist. Prof. Dr. Ozge Ozgen
2011 - December
SOCIAL MEDIA
consumer-generated media
Blogs, membership sites, photo sites, micro blogs
Facebook, Youtube, Myspace, Yammer, LinkedIn, Flickr etc.
Blogs everyman’s way of communicating with others and
establishing digital communities wherein individuals can exchange their views on issues of personal relevance
14.12.2011
2
Company Blogs: Southwest Airlines The company blogs about itself and the airline industry
with a personal touch and has been producing a series of fun...
Microblogging: Twitter Sending short updates to each other, max. 140 characters
More advantageous than SMS because less costly
Receiving immediate feedback
Two way communication tool
Connecting with Customers on Twitter Providing valuable information and benefits
Special offers
Discounts
Events
New product offerings
The dedicated customers They want to contribute
Giving sneak peek before a major release and asking what they think
Feeling exclusive
Having feedback from customers
If your product is ready twitter can be successful, don’t trust just social media!!!
Connecting with Customers on Twitter Find influencers... Who are the opinion leaders, who are
the followers? Interacting with them
Tracking the key words: www.monitter.com
14.12.2011
3
Leveraging Twitter for Team Communication Following the employees
Make people feel closer to each other Learning personal life...
Non business tweets can have strong business effects
14.12.2011
4
Why Facebook? That’s where the customers are!
Targeted user information including age, gender and location etc.
Internet Usage Related to Social Networking Activities
Social networking has rapidly gained importance as nearly 50% of OECD Internet users are active social network users.
In 2010, at least 60% of Internet users in Poland, Portugal, Turkey and the United States engage in social networking on the web.
Facebook Statistics More than 800 million active users
More than 50% of active users log on to Facebook in any given day
Average user has 130 friends
On average, more than 250 million photos are uploaded per day
More than 70 languages available on the site
Approximately 80% of users are outside of the United States
More than 350 million active users currently access Facebook through their mobile devices
66 Hours time spent on a computer monthly by the average person in the US
14.12.2011
5
Facebook Statistics for Turkey
29.663.140 active users (July, 2011)
In last 15 months it increased 50%
On average, 2.7 billion sharing a month
36% of users are female
3 in 10 Americans Say Social Media Ads Useless BUT they use Facebook to research and review consumer product information: this year, the proportion reached 10%, up from 6% in 2010
Integrate your customers and upload intresting contents
Skittle vs David Phoenix
It involved a character ‘David Phoenix’
who did battle with the fans of the Skittles page
by claiming he could beat them in a challenge which saw him gradually buried by Skittles.
The user interaction on this campaign was enviable
fans got to add more skittles into the pot simply by clicking,
then via a livestream you could see your skittles getting poured on top of the challenger.
14.12.2011
6
Do update regularly and give response to users’ comments
Do link pages together
Organize a contest
14.12.2011
7
Objective: Raise awareness of Toyota’s unique hybrid technology and acquire fans for a newly created Facebook page Solution: Premium Video Ads and Sponsored Stories driving fans to the Facebook page with a contest to help fuel engagement Key Lessons:
Featuring television spots to create awareness of a campaign and extend the message to a broader audience. Holding a contest on Facebook that encourages users to interact with a brand’s content can increase engagement.
Johnnie Walker Malaysia
Johnnie Walker’s partnership with Formula One team Vodafone McLaren Mercedes
Black Circuit Lounge campaign on Facebook
The official race party of the Malaysian Grand Prix
Johnnie Walker Malaysia: Black Circuit Lounge campaign
Directing consumers to join our Facebook community and participate in a contest to win exclusive money-can’t-buy tickets to our mega-event
Consumers sent in photos of themselves and their friends taken on a stylish night out along with 100 words on why they deserved to attend.
From February 24, 2011 until the date of the party on April 9, 2011.
The ads were targeted at males over the legal drinking age in Malaysia
Johnnie Walker Malaysia: Results of Campaign
The Johnnie Walker Malaysia Page had 29,830 fans, a 39
percent increase on the base.
reach more than 8.5 million friends of these fans
8,136 campaign interactions achieved on the Facebook
Page, including 7,229 Likes on content
The Black Circuit Lounge campaign had 191 submissions
and 50 winners of 4 tickets each
14.12.2011
8
FACEBOOK: Tagging IKEA: Facebook Showroom Campaign
A Facebook campaign for a new Ikea store in Malmo, Sweden
Users were drawn to the new Facebook profile page of the store manager, who’d uploaded pictures of his new showrooms.
People were told that the first to tag their name on any item, would win it.
With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs!
FACEBOOK: Updating Your Status FACEBOOK: Liking All of its products on the Web feature a Like button.
This allows the brand to know which products are most popular
14.12.2011
9
Facebook: Holiday Oriented Applications
Valentine’s Day Campaign: Everybody needs a Ken...
Facebook: Sponsored Stories “Sponsored Stories” that turns Page updates, as well as
Places checkins, Likes, and application activity by users into advertisements.
When a user checks in to claimed Place, Likes a Page, or shares content to the news feed from an application that has paid for Sponsored Stories, that activity may appear as an advertisement to their friends.
It was started in Turkey for Finansbank, Nissan, grupfoni and markafoni
14.12.2011
10
Create compelling videos content may consist of how-to’s, answers to frequently asked
questions, expert interviews, screen video captures, slide shows and more
Make your video available
Make sure your targeted keywords are in the first few words of your title
Brand your YouTube channel
Add links to your YouTube.
Use YouTube Ads
Recommended