Final digital space & strategy ppt april 2010
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Transcript of Final digital space & strategy ppt april 2010
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Some Facts…
World’s Population – Around 6 billion Twitter – 45 million users – Global Visitors YouTube – Every min, 20 hrs worth new video
being uploaded Facebook – If Facebook was a country, Population
300 million Blogs – 200 million
Imagine Time to reach 50 mn users
Radio – 38 yearsTV – 13 yearsSocial Networking Websites – 1 year
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What is Social Networking ?
By the time there is a case study in your specific industry, it is going to be way too late for you to catch up
What is Social Media ?
The online technologies and practices that people use to share opinions, insights, experiences & perspectives
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Opportunities in Digital Space…
LinkedIn – 80% Fortune 500 companies are looking for recruitment
YouTube – Worlds second largest search engine Twitter – 80% of twitter usage is from mobile
devices. (Imagine what this means if your brand’s customer service is bad)
Google – 25% of search results for the World’s 20 Largest brands are links to user generated content
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Does Social Media help selling ?
Dell tweeted about some discounts on laptops. Dell saw 20% rise in sales of laptops
Dell also started giving tips of how to keep your laptops healthy, this helped them to improvise their Customer Service
Threadless Tees – If your design is printed you get $2500 & if it gets reprinted you get paid additional $500. (No in-house designers)
Always address the issues & not your brand information.( Car Manufacturer – Traffic is the issue, so you will see 6 tweets on traffic but 1 on brand)
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‘Engage & Not Confuse’
1. Lego Identified Top 100 Customer – Created Individual
Blogs for them – These 100 customers were given free samples of Lego – Feedback was than used for final manufacturing of the product
2. Hershey's – Bliss To promote their new chocolate – If you have a
party we will give you one pack free of Hershey’s chocolate in return we want some pictures where you enjoy having chocolates. This was a huge success for Hershey’s through Social Media
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Brilliant Social Media Campaigns
1. Whopper Sacrifice – Burger King Delete 10 FB friends get 2 burgers free
2.Ray Ban – Sunglass Catch Consumers posted video every 2 min on YouTube
3. Blend Tech – Will it Blend Iphone ? 80% increase in sales, effective brand building
4. Dove Evolution versus Dove Parody
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What can be Social Media used for ? Advertising
Selling
Reputation Management
Listening your Customer
B2B Relationships
Public Relations
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4 P’s of Social Media Strategy
People Listen what customer is saying
Purpose Start interacting with people
Plan Plan what, how & when to put up (Content Wise)
Process Choose appropriate Social Media Websites as per the
requirement
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Classic Social Media Funnel
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How to use it in PR but Digitally ?
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Digital Strategy
Research Targeting The idea Execution Marketing Measuring Improving
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What to Research ?
The competition Your brand Your audience Your budget Your timeline
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Digital Assets for a Brand ?
Digital properties that grow in value
A website does not grow in value, Even though you might get more visitors they are not your audience
A blog grows in value as users are audience (keep coming back, passing on the link, commenting etc) Does our brand have digital assets?
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What am I Selling ?
Nike is not selling shoes – it is selling an “I can” feeling.
What feelings do you give to your users when they use your product/service?
What does your audience want to feel/hear?
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What’s my goal?
To make my brand most innovative one? To get 20,000 new users? To take over summer? To get free PR? To save money for my client? To get a different target demographic? To find audience for a new product?
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Community
PodcastWeb2.0 Application
Branded Content
Blog
Microsite
Newsletter
Direct Mailer
Website
Banner
Search
Social communityprofile
Customer Touch Points
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Happy Users Graph
More options to interact
Discovery
the OMG factor
Play a game
Give something they need
Nothing to say
Boring
Plain
same
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Key Sustaining Factors
A Wow factor A difference A surprise A story A game A world
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Some useful websites…
www.delicious.com www.feedburner.com www.netvibes.com www.tinyurl.com www.tr.im www.bit.ly.com
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Tips on Social Media
You have to learn to listen, before you start talking It is not a ‘campaign’, it is a process that will
eventually evolve into a culture Once you start, there is no going back. Therefore
start with baby steps. Social Media is a part of integrated marketing
communication…it has to align with your other communication channels
“ Rich content” is the king
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Thank You
Happy Facebooking &
Tweeting
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