Real Life Social Media Marketing: SMX London 2008

REAL LIFE SOCIAL MEDIA

CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR

baraka27 on flickr

Real Life Social Media

Ciarán Norris, SEO & Social Media Director

Agenda

• Planning a social media strategy

• Social media in action– Who’s getting it right?– How can it go wrong?

• Questions

When to shoot me…

When to shoot me…

Planning a social media strategy

ForresterPeopleObjectivesStrategyTechnologies

Planning a social media strategy

Altogether DigitalAudience: Assess target audience, attitudes &

activities

Objectives: Decide what it is you’re trying to achieve

Channels: Select which channels to use

Creative: Define the creative message

Delivery: Design, build & roll-out the solution

•Comment on blogs•Post ratings and reviews

•Use RSS•Tag Web pages

•Use social networking sites

•Read blogs•Watch peer-generated video•Listen to podcasts

•None of these activities

Creators

Critics

Collectors

Joiners

Spectators

Inactive

Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery

Planning a social media strategy•Publish Web page•Publish or maintain blog•Upload video to sites like YouTube

Social Media / Who Does What?Hitwise UK Websites with the Largest Growth in Market Share of Visits Among the Top 100 News and Media Websites.Comparing January 2007 and January 2006

Forrester Groundswell Tool

Planning a social media strategy

Who’s getting it right?

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Who’s getting it right?

• Old-school brand launching a new product to a cooler audience

• Build brand atrributes through music tie-in

• Amplify limited TV media budget

Who’s getting it right?

• Old-school brand launching a new product to a cooler audience

• Build brand atrributes through music tie-in

• Amplify limited TV media budget

73,452 profile views

194 videos submitted

115,000 views on top 5 videos alone

1,208 songs uploaded by 1,080 bands*

1,684 friends

>230,000 views of ad on video sharing sites

* Only 600 less than a similar campaign on C4 which had a £50,000 contract as a prize!

Who’s getting it right?

• Promote a product that’s been on sale many times before

• Utilise viral elements of social media

• Encourage user interaction

Who’s getting it right?

• Promote a product that’s been on sale many times before

• Utilise viral elements of social media

• Encourage user interaction

Who’s getting it wrong?

Who’s getting it wrong?

• Discounting the importance of bloggers

• Offending your target market

• Apologising (a little) too late

Reasons for getting it wrong?

• Profile mismatches

• Lack of defined objectives

• Strategic timidity

• Flawed technology implementation

Spiking the kool-aid

Who’s getting it wrong?

• Discounting the importance of bloggers

• Offending your target market

• Apologising (a little) too late

Before you go…..

Before you go…..

2,004 links pointing at the site

Questions?Give me a shout..

Ciarán Norrisciaran.norris@altogetherdigital.com

-bast- on flickr

Questions

Give me a shout

ciaran.norris@altogetherdigital.com