social networks mark 3030. starter look at the site what does this cloud-based application do? what...
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Social NetworksMARK 3030
Starter• Look at the site www.addthis.com• What does this cloud-based application do?
• what are some differences and similarities between Facebook and Twitter?
A Convergence of Applications
Search Blogging (+
microblogging); Personal web
pages
Email; IM; Text Messaging
Portals;
Bulletin
BoardsSynergy
Top 5 U.S. Social Networks by Unique Visitors - ComScore June 2010
Facebook MySpace Twitter Linked In Yahoo Pulse0
20000
40000
60000
80000
100000
120000
140000
160000
Another Measure
Where are People Networking?
Who is Social Networking?
Come Up With a List
•How can Marketers effectively use the Social Networking trend?
The Role of Social Networks in Marketing Segmentation & Behaviour Analysis
• Consideration - Validation
• Customer Engagement
• Just Another Advertising Opportunity
Segmentation on Facebook – According to Alfredo Tan Director Sales Facebook, Canada
Conversation – The Purchase Funnel
Awareness – when the consumer becomes aware of a need/options
Consideration – the point when consumer thinks through – value, performance, applicability, reputation
Consideration & Validation
While traditional and social media can be used to generate awareness,
Social media are better than traditional media for promoting consideration
Potential customers often use the Internet to validate a purchase decision– If you were going to make an
expensive purchase how would you go about it?
Consideration & Validation
You want to purchase an economy car.
Find three sites (or site sections) with objective, professional, editorial information.
Find three sites (or site sections) with subjective user information.
Engagement ‘Tribes’ Brand evangelists are influential fans of a product
or company They expect to have relationship with the company
– Know about what is and what is planned– Able to provide feedback– See their ideas in actionhttp://
www.microsoft.com/showcase/en/us/channels/windows7
How was “Erika” converted? They also expect to influence others
Evangelists
•Have an opinion•Want to be heard•You can’t control them•They may be heard on a Corporate website
or somewhere else▫Twitter, Facebook, Blog, Review Site,
Wikipedia, Wiki•Wikia – a sister company to Wikipedia
▫Allows anyone to create wiki•Halopedia; Lostpedia
Determined Detractors• A determined detractor will not normally be won over – your
best response is to ensure your story is also being told
Just Another Advertising Opportunity
Tactics Monitor the conversation
Who says what about us – human or automated monitoring
Participate in the conversation Customer support, announcement
Spark the conversation Contests, Research, Engagement
Become the conversation Viral events, PR, Unfortunate Events.
Tactics: Monitor the conversation
What is Facebook Insights? What is Blogpulse? Blog Content – what are people saying? Blog mentions, comment-to-post ratios,
pass alongs• How likely is it you would
recommend X to a friend?
Tactics: Participate in the ConversationTo build trust with your fans, do the following: * post a comment policy * remove spam * be transparent and authentic * remain calm and think before you act (i.e., respond/post) * train and communicate your goals with those responsible
for managing/engaging fans * build a corporate policy and communicate that policy
internally so employees understand how to engage consumers in a transparent manner.
Tactics: Spark the Conversation
Product Pulse – on Facebook & MySpaceGet's brands into the conversation & invitespositive & negative comments
http://www.friend2friend.com/
Have something to sayhttp://www.emarketingandcommerce.com/blog/how-spark-conversation-revolution
Tactics: Become the Conversation•http://www.marketingcharts.com/direct/to
p-viral-ads-of-all-time-14106/
Tactics: Paul Chaney Top Nine Secrets to Social Network Superstardom
• Pull, don't push• Win the right to be heard• Content is STILL king, conversation is queen• Authenticity and transparency are social networking
cornerstones
• You don't have to be on every social network
• Give and you shall receive – helpfulness establishes credibility
• The rules of marketing still apply• Social media is a mindset, not just a toolset• Be yourself, whomever that may be
Today’s LAB: Help with the Big Project
Look at the three sites that you chose to work with for the second half of the course.
How do they use social networks? Look at the social networks that they use. Do the social networks they use employ the tactics
we discussed this week? Provide three links and comment on where the
social networks are effective in using the tactics. Provide three links and comment on where the
social networks are ineffective in using the tactics.
Print off and hand in this commentary and add it to one of your blogs before you leave today.