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Social Networks

Social Networks. MARK 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. Top 5 U.S. Social Networks by Unique Visitors - ComScore June 2010.

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Social Networks

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  1. Social Networks MARK 3030

  2. 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?

  3. A Convergence of Applications

  4. Top 5 U.S. Social Networks by Unique Visitors -ComScore June 2010

  5. Another Measure

  6. Where are People Networking?

  7. Who is Social Networking?

  8. Come Up With a List • How can Marketers effectively use the Social Networking trend?

  9. The Role of Social Networks in Marketing • Segmentation & Behaviour Analysis • Consideration - Validation • Customer Engagement • Just Another Advertising Opportunity

  10. Segmentation on Facebook– According to Alfredo Tan Director Sales Facebook, Canada

  11. 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

  12. 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?

  13. 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.

  14. 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 action http://www.microsoft.com/showcase/en/us/channels/windows7 How was “Erika” converted? • They also expect to influence others

  15. 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

  16. Determined Detractors • A determined detractor will not normally be won over – your best response is to ensure your story is also being told

  17. Just Another Advertising Opportunity

  18. 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.

  19. 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?

  20. Tactics: Participate in the Conversation To 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.

  21. Tactics: Spark the Conversation Product Pulse – on Facebook & MySpace Get's brands into the conversation & invites positive & negative comments http://www.friend2friend.com/ Have something to say http://www.emarketingandcommerce.com/blog/how-spark-conversation-revolution

  22. Tactics: Become the Conversation • http://www.marketingcharts.com/direct/top-viral-ads-of-all-time-14106/

  23. Tactics: Paul Chaney Top Nine Secrets to Social Network Superstardom • Pull, don't push • Win the right to be heard • Content is STILL king, conversationis 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

  24. 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.

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