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REAL LIFE SOCIAL MEDIA CIARÁN NORRIS, SEO & SOCIAL MEDIA DIRECTOR baraka27 on flickr Real Life Social Media Ciarán Norris, SEO & Social Media Director

Real Life Social Media Marketing: SMX London 2008

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A presentation looking at how you might build a social media marketing strategy, along with examples of people getting it right. And someone who seems to be getting it wrong.

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Page 1: 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

Page 2: Real Life Social Media Marketing: SMX London 2008

Agenda

• Planning a social media strategy

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

• Questions

Page 3: Real Life Social Media Marketing: SMX London 2008

When to shoot me…

Page 4: Real Life Social Media Marketing: SMX London 2008

When to shoot me…

Page 5: Real Life Social Media Marketing: SMX London 2008

Planning a social media strategy

ForresterPeopleObjectivesStrategyTechnologies

Page 6: Real Life Social Media Marketing: SMX London 2008

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

Page 7: Real Life Social Media Marketing: SMX London 2008

•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

Page 8: Real Life Social Media Marketing: SMX London 2008

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

Page 9: Real Life Social Media Marketing: SMX London 2008

Who’s getting it right?

Page 10: Real Life Social Media Marketing: SMX London 2008

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Page 11: Real Life Social Media Marketing: SMX London 2008

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Page 12: Real Life Social Media Marketing: SMX London 2008

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Page 13: Real Life Social Media Marketing: SMX London 2008

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Page 14: Real Life Social Media Marketing: SMX London 2008

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Page 15: Real Life Social Media Marketing: SMX London 2008

Who’s getting it right?

• Refresh an offline brand (publishing)

• Increase interaction

• Drive more ad revenue (CPM)

Page 16: Real Life Social Media Marketing: SMX London 2008

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

Page 17: Real Life Social Media Marketing: SMX London 2008

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!

Page 18: Real Life Social Media Marketing: SMX London 2008

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

Page 19: Real Life Social Media Marketing: SMX London 2008

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

Page 20: Real Life Social Media Marketing: SMX London 2008

Who’s getting it wrong?

Page 21: Real Life Social Media Marketing: SMX London 2008

Who’s getting it wrong?

• Discounting the importance of bloggers

• Offending your target market

• Apologising (a little) too late

Page 22: Real Life Social Media Marketing: SMX London 2008

Reasons for getting it wrong?

• Profile mismatches

• Lack of defined objectives

• Strategic timidity

• Flawed technology implementation

Page 23: Real Life Social Media Marketing: SMX London 2008

Spiking the kool-aid

Page 24: Real Life Social Media Marketing: SMX London 2008

Who’s getting it wrong?

• Discounting the importance of bloggers

• Offending your target market

• Apologising (a little) too late

Page 25: Real Life Social Media Marketing: SMX London 2008

Before you go…..

Page 26: Real Life Social Media Marketing: SMX London 2008

Before you go…..

2,004 links pointing at the site

Page 28: Real Life Social Media Marketing: SMX London 2008

Give me a shout

[email protected]