1. DIGITAL MARKETING LAB Advanced SOCIAL MEDIA(Social Network & Digital PR) Paola PerettiASAM Universit Cattolica di Milano -7 Febbraio 2011

2. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 3. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 4. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 5. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 6. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 7. Digital Marketing is importantDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 8. THE REAL LIFE SOCIALNETWORKDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 9. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 10. Introduction Im going to talk about 6 things in this introduction: Im going to start by talking about how the web is fundamentally changing. The real life social network. How people are connected to each other offline, and what that means for their behaviour online. Relationships. We all have very different relationships with the people in our life and designing for them is very different. Influence. How people influence each other, and how that is driven by the structure of our social network. Identity. Why identity is a cornerstone of the social web. And last not absolutely not least - Privacy. Why its critical to give people control over their data.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 11. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 12. The web was originally built to link static documents together(left), but evolved to incorporate social media (center), andwere now seeing a web built around people, where theirprofiles and content are moving with them as they visit differentwebsites (right). Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 13. The toolbar along the top of the Corriere site is an early exampleof where the web is headed. Sites we visit will have our identityand social network with us, showing us the activity on that sitefrom people in our network.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 14. Were also seeing a much bigger shift in how people spend theirtime online. People are spending much more time interactingwith other people, and much less time consuming content fromwebsites. This shift is not about any one particular socialnetwork. Its about people connecting to each other online.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 15. So this shift is much greater than any one social network, andmuch more complicated than deciding where the share thisbuttons go. Almost all the sites and apps we design from nowon will have embedded social features Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 16. Its already happening. In the future well know things like who out of our friends hasbought this bag, who has bought this brand, who bought competitor brands, what dopeople think of this brand and well have ways to communicate with them to find outmore. Understanding sociability will become a core requirement for designing online.Almost all of us will need to become skilled in social web design. Marketing Lab AdvancedDigital SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 17. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 18. The approach is changing The social web, and all social media that operatewithin it, is a way of thinking as opposed to a newchannel. Its not about sales, or ads, or click-throughrates. Its about pursuing relationships and fosteringcommunities of consumers. Its about rethinkinghow you make plans when your customers are in thecenter and in control. Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 19. The approach is changingI want to start by telling you a story about GiuliaShe has lots of different groups in her life.Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 20. Her friends from where she livedDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 21. Friends from where she lives now..Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 22. Her family Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 23. Whats happening online Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 24. When you think about building yourstrategy on social network, rememberthat.Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 25. Where do you want to put your brandin Giulias life? Define your community BEFORE Build the right personas Be patient, use social network to recruit andthey will come Think that now Giulia doesnt want a ton offriends in the same groupshe wants differentcommunities to be part of it Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 26. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 27. When thinking about how the web is changing, manypeople focus on the technology. People are using technologies every day that didntexist a few years ago. The rapid pace of changemeans that businesses focus on what technology orapplication is coming next. But the people using it dont care about thetechnology; they care about the communication thatthe technology enables.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 28. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 29. The first is that people often dont know what they are going to do with thethings they build. There are so many Facebook fan pages with hundreds of thousands offollowers yet nothing is happening. So 100,000 people became a fan ofyours on Facebook. Now what? This is the fan page for the magazineseventeen. There are 174,000 fans but no conversation. You need to look at things like Facebook fan pages and think: How is thisgoing to fundamentally improve my relationship with my customers?Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 30. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 31. What is important to remember Focus on what motivates people to use newtechnology. Technologies will come and go,but the fundamental social behavior patternsof people will remain the same. A better long term strategy for business is tounderstand peoples motivations for usingnew technologies, and not the technologiesthemselves. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 32. How to be advanced? How are people connected around your business? Avoid the use of the word friend for connectingpeople. Understand how people describe theirrelationships for the behavior youre trying toencourage. Allow people to create custom names for groups,and allow people to rename the group if it changesover time. Support side conversations. Allow people to forkconversation threads with a smaller number ofpeople.Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 33. How to be advanced? DESIGN FOR DIFFERENTTYPES OF RELATIONSHIPSDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 34. As digital marketers, the biggestthing we need to think about whendesigning for temporary tieinteractions is trust.TrustDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 35. How can we design in things that help people understandwhether they should trust each other? Here is a nice example from evogear.com. I can start to trust this review because Iknow that the person actually bought the skis hes reviewing.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 36. So at the end we can say Knowing which tie youre designing for can really help youprioritize features. Consider how to design for different types of relationships.Something designed for close friends to interact will look a lotdifferent than something designed for friends of friends tointeract, which will look different than something forstrangers to interact. Dont try to design something for all types of relationships.Youll simply end up with a compromised solution foreveryone. Understand which types of relationship ties are mostimportant for what youre creating, and design primarily forthem. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 37. Some more things What is also important to think and build inadvance: The content being communicated The urgency of reply required The level of privacy required Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 38. About different social networks Peoples online communication channels need to support theright types of interaction and audience. Ensure you knowwhat your users need. A feature that is designed to supportoneto-one communication will look different than onedesigned to support one-to-many communication. Different channels have different attributes that make themmore or less appropriate for communication with differentaudiences. Understanding these attributes, and when andwhy people use different channels, can help companies givepeople the right communication options at the right times.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 39. Digital PRWe often look toothers when makingdecisionsDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 40. The scenario is evolving People try to behave rationally, they try to makeobjective decisions, but other factors mean that theycant. The problem is that we all have limited accessto information, and limited memory. Because of this, we have learned to rely on others tohelp us make decisions. We assume that otherpeople know things we dont. In fact, we do this sooften, that we automatically look to the actions ofothers, even when the answer is obvious. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 41. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 42. The scenario is evolving The web is increasing the volume of informationavailable to us, but our capacity for memory isntchanging. So its likely that well increasingly turn to othersto make decisions. There was once a time whenwe picked what restaurant to eat in by looking inthe window. But now, we often cant decidewithout pulling out our phones and searching theweb for reviews from people who have eatenthere before. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 43. Decisions Making Support If other people are heavily influencing ourdecisions, and in some cases making thedecisions for us, how does this impact whatwe buy, what sites we visit, how we spend ourtime? If we want people to use our products, to useour website, it is important that we design infeatures that support our friends makingdecisions for us.Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 44. & NOW LETS START OURDIGITAL LAB!Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 45. Social Network & Digital PR During the last months I received a lot ofquestions about this topic, so the goal fortoday is to answerDigital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 46. #1: What are the social media marketing best practices? How can I make sure my message is noticedand not buried in all the other noise? How many social media channels dosuccessful social media marketers use? What are the marketing DOs and DONTs forTwitter, Facebook and LinkedIn? What is the most effective way to drivebusiness without "spamming"? How do I make a message go viral?Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 47. 10+ Top Facebook pages and why tehy are successful #1 Red Bull They know what their personas will respond thebest and they deliver it Theyve created games, web TV program withintegration of celebrities They use multiple segments (remember not onegroup of friends anymore) Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 48. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 49. # 1 Red Bull FB Page - TAKEWAYS Welcome tab: different for a non-fan, it issimple they only put one thing on theirwelcome tab making it very clear what theywant to happen Note: if you add too much on your welcometab your fans will get confused and likely nottake any action Remember the LESS IS MORE conceptgo forONE CALL TO ACTION Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 50. # 1 Red Bull FB Page - TAKEWAYS Always consider spending some money on theCREATIVE design of your page, it can make thedifference Pay a lot of attention to your call to action,specifically for the Like bottom Think of the different pages as the best way tosegment and create sub-groups Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 51. #2 Burts Bees FanpageDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 52. #2 Burts Bees Fanpage A great use of photos and videos to give abehind-the-scene view of their company andproducts #2 Burts Bees FanpageDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 53. Quiz Entertainment & Info Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 54. Shop & ShareDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 55. #3 Uno Chicago Grill Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 56. #3 Uno Chicago Grill How to re-create a web site on a FB page! How to focus even on a retailer and stresssome useful info about menu, products,location in a very smart way to satisfy aspecific need Fan of the week contest they asked fans topost a photo of themselves while at an Unorestaurant - integrationDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 57. # 4 LivescribeDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 58. # 4 Livescribe Great Apps Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 59. # 4 Livescribe Support Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 60. # 4 Livescribe one of my favorite FBpage! You can buy directly from the FB page You can tweet about their product and post aboutthem on your FB wallDigital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 61. # 4 Livescribe one of my favorite FBpage! FB is more than a fans page it can be: E-shop Support after sales Education Entertainment Apps Sharing Tweet ..and a lot more! Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 62. # 5 Bulgari this is also a good one!Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 63. # 6 Toy Story 3 Fun!Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 64. # 6 Toy Story 3 Order now! Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 65. # 6 Toy Story 3 Another good example of:- Fun for everyone but segmentation- Order online and integration with retailersonline and offline- Apps Tickets together: to buy tickets to goto the theater on FB! Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 66. # 7 Coca Cola Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 67. # 7 Coca Cola Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 68. # 7 Coca Cola Another good example of:- Innovative promotions- Fun and interactive features- Create your-own fan page, go viralDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 69. # 8 OreoDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 70. # 9 Jones Soda Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 71. Jones Soda Micro Site Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 72. Jones Soda Great DiscussionsGroupDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 73. Jones Soda Great Video Channel Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 74. # 10 Travel Channel Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 75. # 10 Travel Channel Great Welcome Page Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 76. #2: How do I best manage my time with social media? How much daily time do successful marketersspend on social media marketing? How do I overcome the objections of thosewho say they dont have time for social mediamarketing? How does an organization avoid becomingoverwhelmed by the demands of socialmedia?Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 77. Use of social media marketing 91% marketers do And a significant 65%have just started eithernow or few months agoDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 78. Time committment for socialmedia marketing56% marketers spend 6 hours or more eachweek; 30% for 11 hours or more Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 79. Age factorPeople age 20 to 29spend the mosttime using socialmedia marketingDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 80. #3: How do I reach my target marketswith social media? How do companies use social mediamarketing to attract and retain consumers? How do I use social media marketing to targetgeographic audiences? How does social media marketing help brick-and-mortar retail stores? How do I best use social media marketing totarget small niche markets?Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 81. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 82. Remember your personas.. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 83. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 84. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 85. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 86. #4: How do I generate traffic and leads using social media? How do I obtain qualified subscribers to ourblog, newsletter and/or Twitter feed? How do I reach a large audience, outside ofmy current contacts, and get them torespond? How do I drive more traffic to our websiteusing social media marketing? Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 87. Listen The best way to understand how to recruit theright people and bring them to your FB pageor to your community or even to your web siteis to listen to their conversations in the digitalspace. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 88. New tools to listen Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 89. The second way to bring the rightpeople on board is to Work hard on SEO (and be patient last trendon Google is to take 6 months to read your tagand meta tag) Invest in Digital PR (bloggers activation,community engagement, online editorialoutreach, FB contest) Partnership with others web sites,associations, etc. > you want them to put yourlink on their web siteDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 90. #5: How do I implement social media tactics? Can you provide a comprehensive guide forhow to use all the tools? How do I fully integrate mobile? How do I enhance our Facebook fan page? How do I put those handy social media iconsat the bottom of my blog post? Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 91. Commonly used social media tools Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 92. Commonly used social media tools Twitter, FB, LinkedIn and blogs are the top 4social media tools used by marketers in US in2010 In 2009 FB was in fourth place and blogs werein second place Small business are most liklely to use LinkedInto build their network Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 93. Tools used B2B vs B2C Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 94. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 95. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 96. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 97. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 98. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 99. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 100. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 101. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 102. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 103. #6: What are the latest social media trends? What can we expect in the next three years?Will social media converge or will there bemore divergence? Is social media here to stay or is it just a fad? How do I stay current with all the changes? Whats the next "big thing" in social mediamarketing?Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 104. Blogs Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 105. FacebookDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 106. You Tube / Video Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 107. Twitter Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 108. ForumsDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 109. New tools: StumbleUpon, Digg, Reddit, Mixx Social Bookmarking Ning site Mobile Smartphone & AppsDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 110. StumbleUpon.com Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 111. Mixx.comDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 112. Find relevant conversations Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 113. Social Bookmarking Il social bookmarking un servizio basato sulweb, dove vengono resi disponibili elenchi disegnalibri (bookmark) creati dagli utenti. Questi elenchi sono liberamente consultabili econdivisibili con gli altri utenti appartenentialla stessa comunit virtuale.Wikipedia.com Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 114. Social bookmarking Digg.com Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 115. Siti Social Bookmarketing Italiani Del.ico.us Pliggalo Diggita Rankalo Digo SegnaloAlice FaiInformazione Social Planet News Groggit Squic NotizieFlash SuGiu OkNotizie TechNotizie PiiROS TuttoBlog Pligg UpNews Wikio Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 116. Mobile TrendsDigital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 117. Mobile- Areas of interestDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 118. #7: How do I get started? What are the steps to building a strong socialmedia platform for my business? How do I get it all set up if Im not very tech-savvy? Is there a way to dabble with a blog withoutcommitting to one? What are the dos and donts when Im firstgetting started? Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 119. First step Define whats your goal + objectives and strategies Analyze what you are doing online Set a process and how you want to reach yourobjectives Find a good partner Integrate with your traditional activities Involved the company StudyDigital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 120. #8: How do I integrate my social media activities? How do I tie all the applications together toget the best results? How do I best keep my social media effortsorganized and linked? What are the best tools to use to coordinatesocial media efforts while still being true tothe social norms of each platform? Is there a program or system for pulling allthese technologies into one platform?Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 121. Uniqlo Case Study Uniqlo is a company known for marketing innovationin the digital space. Each year, their new fashion lines are launchedglobally with a campaign of simple, but highlyengaging digital content. Uniqlo is an inherent global brand that has been builtusing digital media. By relying music, imagery,design, dance, shapes and forms they can create acampaign once and use it everywhere. They are effectively using the Web as their globalmarketing medium.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 122. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 123. How to integrate & grow Fans First will continue to be our compass Continue building Common Solutions toAmplify online and leverage offline Different Global & Local campaigns More Brands on More Platforms We will continue to Test, Learn, Share, SCALE& REPEATAgain, and Again, and Again Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 124. #9: How do I evaluate the advantagesand disadvantages of each platform? How do I evaluate which site will be mosteffective when marketing my business? How do I assess the value of the latest tools(social bookmarking, StumbleUpon, orwhatever) and learn to use and integrate themwith my existing strategies? What are the social norms for using Facebookfor marketing? Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 125. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 126. #10: How do I measure social media return on investment? How can I tell a convincing story to managementabout the return on investment for social mediamarketing? What are the key metrics to follow for measuringreturn on investment in terms of customersatisfaction, revenues and brand loyalty? How effective is social media versus the resourcesneeded to maintain the effort? Are there any industry benchmarks that track theimpact of social media marketing? Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 127. Benefits of social media Helped me to close business (73.8% ofmarketers who have been using social mediafor +2 years) B2B more (51.3%) than consumers (44.9%) Small business (57.8%) Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 128. Benefits of social media Generated exposure for my business Resulted in new business partnerships Generated qualified leads Reduced my overall marketing expenses The main financial cost of social media marketing is the time it takes togain success Helped us rise in the search ranking (reputation) Increased my database (traffic/subscribers, etc.)Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 129. Benefits of social media marketing The number-one benefit is gaining all-important eyeball Increase in serach engine rankings Qualified leads Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 130. Helped me close business 73.8% marketers who have been using socialmedia report it has helped them closebusinessDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 131. Measurement Foundation Business CRM Intelligence SalesAnalytics ROIDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 132. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 133. Business Challenge Corporate culture Customer information Sales data Customer research Managing expectations Time frame, budget, capabilities Department fragmentation Semantics What is ROI?Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 134. Technology Challenge Customer tracking Social networks and over time Data and analytics Managed by multiple parties How do you get all the data and makeanalytics/data platforms talk to each other? Making sense of the data Interpreting results from various data sources Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 135. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 136. How to measure numero di fan costo per fan owned media value earned media value fan click through to sales lead fan engagement social conversation volume sentiment Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 137. How to measure tasso di reclutamento o acquisizione nuovi utenti retention (tasso di trattenimento): quanti utenti restano econtinuano a partecipare tasso di fidelizzazione: utenti che diventano fan eambasciatori legandosi al brand e allazienda, aiutando ilpercorso di buzz e di influenza su altre persone come loro. Questi parametri sono inseriti in Google Analytics e in altristrumenti che se confrontati con il proprio database dimarketing e incrociati con i dati di vendita, possono aiutare acostruire dei Key Performance Indicators per il piano dimarketing digitale. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 138. In Italia tipicamente si misura aumento in brand equity e fidelizzazione aumento della notoriet del brand aumento della soddisfazione dei clienti customer care pi efficiente aumento delle vendite informazioni in tempo reale sui/dai clienti PR pi efficaci azioni mirate e rilevanti Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 139. Remember the objectiveDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 140. Contact Info Paola Peretti Cell 334.7510791 Paola.peretti@yahoo.comDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary