简洁商务模板之大众传媒市场分析socialmediamark

SocialMediaMarketingSocialMediaMarketingJune6th2008SearchEngineMarketingForumJorisRoebben•Ischanging•IsgrowingupUsers:•Wanttoparticipate•Wanttoshareopinion,content,views,...Companies:•Shouldbeaware•ShouldusethepossibilitiesSocialMediaMarketing1.IntroductionSocialMediaMarketing1.IntroductionSMM=SocialMediaMarketingSMO=SocialMediaOptimization•Buzz:Web2.0•“Don’tmissthistrain”•Focuspresentation:differentpossibilitiesSocialMediaMarketing2.WhySocialMediaMarketing?SocialMediaMarketingPast•IncomingtrafficthroughSearchEngines•ImportanceGoogle,MSN/LiveSearchandYahoo!Present•Inlessthan1year,15%ofinternettraffictoandfromSocialSitesFuture•?•Trendspredictincreasingimportance2.That’swhy!“Web2.0isastateofmind”SocialMediaMarketing3.WhatisSocialMediaOptimization?improvevisibilityimprovelinkabilitySocialMediaMarketing4.PossibilitiesSMM•Interactionwith(future)customers•Increasedonlinevisibility•“Meeting”people•Improveservices•Activefeedback•Onlinereputationmanagement•Changenegativityintopositivity•ONLINEPRESENCE!!!SocialMediaMarketing5.DifficultiesSMM•Effort/engagement/time•Openmind•Noteasy•Differentapproach•Infinitenumberofpossibilities•Bepreparedforcriticism•Bad:comment/good:spreadthewordSocialMediaMarketing6.ExamplesSocialMediaMarketing6.Examples1.CorporateBlogging2.ThepowerofRSS-feeds3.Microsites4.Onlinegames5.Guerillamarketing6.Professionalnetworkingsites7.Funnetworkingsites8.GoogleMaps9.Video/photosharingsites10.AuniversalcampaignSocialMediaMarketing6.1CorporateBlogging•Setupacorporateblog•Fillitwithrelevantcontent•Freeservices•OwnhostingSocialMediaMarketing6.1CorporateBloggingSocialMediaMarketing6.2RSSfeeds•“RSSisafamilyofWebfeedformatsusedtopublishfrequentlyupdatedcontent”•Pushcontent•Userscansubscribetoyourcontent•News,pressreleases,blogs,newproducts,specialoffers,jobs,...SocialMediaMarketing6.2RSSfeedsSocialMediaMarketing6.3Microsites•Setupamicrositetosupportaspecificcampaignortereachaspecificdemographictarget•Offerthepossibilitytoshareexperiences,pictures,ideas,...SocialMediaMarketing6.3MicrositesSocialMediaMarketing6.4OnlineGames•Launchanoriginalorcontroversialonlinegametosupportaspecificcampaign•Keephighscores•Rewardwithprizesordiscount•Goal:•Promotionproduct/service/brand•Builddatabase•BrandingSocialMediaMarketing6.4OnlineGamesSocialMediaMarketing6.5GuerillamarketingSocialMediaMarketing•Payinfluentialbloggerstowritepositivereviews•Sendproductsamplestobloggers•Paywell-respectedcommunitymemberstoinfluenceonlinediscussions•Commentonexistingblogs•Dosomethingcontroversial/original•Danger!!!6.6ProfessionalnetworkingsitesSocialMediaMarketing•Buildaprofessionalnetwork•Linkbuilding•Showexpertise(Q&A)•Promoteyourservices•Shareyourvalues•Startandmaintainrelationswith(future)customers•Creategroups6.6ProfessionalnetworkingsitesSocialMediaMarketing6.7FunnetworkingsitesSocialMediaMarketing•Networkingwithfriends•Gettoknownewpeoplethatsharesameinterests•Linkbuilding•Creategroups•Events•Targetting•Shareblogposts/links/sites•Launchyourownapplications6.7FunnetworkingsitesSocialMediaMarketing6.8GoogleMapsSocialMediaMarketing•Putyourselfonthemap•Promotelocation,website,productsandservices,reviews,images,...•Customerscancomment•Universalsearch:mapsinSearchEngineResultPages•Also:MicrosoftVirtualEarth/LiveSearchMaps6.8GoogleMapsSocialMediaMarketing6.9Video/photosharingwebsitesSocialMediaMarketing•Shareyourvideos,photos,logos,commercials,...•Serious,funnyorcontroversial•Doesn’tevenhastolookprofessional•Easyforotherstouseandplugyourcontent•Savebandwidth•Video:YouTube,Facebook,MySpace,GarageTV(Telenet)•Photo:Flickr,Facebook,...6.9Video/photosharingwebsitesSocialMediaMarketing6.10Universalcampaign:NokiaN95SocialMediaMarketing7.TagCloudMash-upsDiscoverUsabilityParticipationSimplicityStandardsAPIInteractiveBlogsFeedsInteractUsersRemixDiscoverExchangeRemixUserGeneratedContentWidgetsMeetSocialWebFriendsAdaptationShareWeb2.0VlogsXMLFindabilityWikiMobilePodcastsLongTailOpenIDAjaxConnectBreakdownViralStandardsPersonalExperienceTheWebisoursAwarenessSegmentationEngageCommunicationSocialMediaMarketing7.ConclusionSocialMediaMarketing•Createyourowncorporatewebsite,butdon’tforgettomarkettheotherchannels•SocialMediaMarketingcangenerateagreatROI•SocialMediaOptimizationimprovesyourvisibilityandlinkability•SocialMediaisanengagement•Measureyourresultsandlearnfromthem8.Q&[e-mail]