Social Media - examples of what works and why
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Social media marketing
What works, what doesn't and why
March 2010
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Quick intro
• Yahoo! EU marketing operations manager• London Business School MBA• Business Development• Communications consulting• Web development and design• McMaster University - Human factors
• Linkedin/in/farhanlalji• Facebook.com/farhanlalji• Twitter.com/farhanlalji
04/08/23Yahoo! Presentation, Confidential 2
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04/08/23Yahoo! Presentation, Confidential 3
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The most important word of them all
People
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What matters
• Trust• Transparency• Tools• Benefits • Money
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To be trusted is a greater compliment than to be loved.
– George Macdonald
6Yahoo! Presentation, Confidential
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What matters
• Trust• Truth• Benefits• Relationships• Fit• Money
Yesterday
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Today
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Always
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Today and tomorrow
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Trust
• People trust brands less• People will always trust people• Trusting people you know is easier than trusting people you don’t
• Trusting people other people know is also easier than trusting people you don’t
• Build trust by participating
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One man's transparency is another's humiliation.
– Gerry Adams
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What’s the skiing like?
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What’s the skiing like?
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Transperancy
• People want the truth• If you don’t tell the truth, someone else will• Share insights and go beyond the detail• Don’t be afraid to share some personal moments
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How many times do I have to tell you, the right tool for the right job!
- Scotty from Star Trek
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Know your target audience and where they are
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Use the right tool for the job
Twitter• Search.twitter.com• Look up locations• PR agencies / Newspapers
Facebook• Search• groups• Ads• Locations
Linkedin• People• Recommendations
25Yahoo! Presentation, Confidential
Flickr• Photographs• Comment• Groups
Delicious• Share content• Allow users to share your content
Blogging (blogger/Wordpress etc)• When you want to influence• Comment on other people’s blogs• Build a profile
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Tools
• Who do you want to attract?• What assets do you have?• There’s a lot out there• Take it one step at a time (but try different things)
• Use the right tool for the job!
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The value of a man should be seen in what he gives and not in what he is able to receive.
- Albert Einstein
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Benefits, think win win
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Give stuff, make people happyfinance.yahoo.com
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Source: comScore Media Metrix, Sep 2006
One happy Farhan
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Benefits
• People know what’s valuable, so give things that are valuable
• Things that are valuable are more likely to be shared
• Don’t think short term at the expense of long term
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Money often costs too much. - Ralph Waldo Emerson
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Money
• Invest to make return• Think about packages, offering something of value to work with other things at a price
• Use the power of social media for good (making money can be good)
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What matters
• Trust - Build trust by participating• Transparency – Tell the truth and be personal• Tools – Use the right tool for the job• Benefits - think win/win• Money – can be made, but investment is needed
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Difficult to see. Always in motion is the future.
– Yoda
41Yahoo! Presentation, Confidential
Questions?