Adriana IordanWeb Marketing Manager / Avangatehttp://www.avangate.com

Social Media MarketingHow the software authors can use it?

Social Media?

Social media involves: conversations sharing of information participation technology

Social media marketing Marcom & advertising (listening) Search behavior Branding & loyalty building Customer support & acquisition Business & Product Strategies

Traditional + New Media Marketing = Marketing Mix

Traditional (examples): one way communication “corporate talk”; formal company created content newsletters / e-mails “doing communications”New Media Marketing (examples) multi directional communication authenticity & transparency; informal user created content (co-creation) blogs, social networks, SMM “building communities”

http://cluetrain.com/book/i

Traditional & New Marketing

What are the benefits?

Targeted increase of website traffic Creating positive brand association Conversions and sales Better control of the search results Business development More loyal & passionate users Networking

Social media profiles in Google

People prefer doing business with those they know!

Why incorporate Social Media?

Basic rules of New Media Marketing

Transparency & authenticity Learn to listen, have a personality Develop relationships Encourage the conversations Try to add value to your industry and community Connect with the influencers / help them find you Create content, products, services worth talking about

“Build communities” instead of “doing communications”

Basic rules on New Media Marketing

1. Make sure you own your identity online

2. Set your goals (know your intent) & metrics & tone

3. Listen / Research where your community is online

4. Decide what type of content you will provide / define your online persona

5. Listen & Engage & Observe & Analyze

6. Measure your success

How to get started

Basic Social Media Plan

Twitter – social sharing tool

Benefits (examples):

Request instant feedback Influence brand perception (Twittorati,

MuckRack, #HARO, content promotion, Forrester)

Customer support

Improve reputation (search engines, relationships)

Build connections & reach prospects

www.helpareporter.com

Microblogging & Lifestreaming

twitter.com/adriana_iordan

Social Bookmarking & Networking Website

Benefits (examples):

More targeted traffic

Search engine reputation

Attracting “linkerati”

Social Bookmarking Sites:StumbleUpon

LinkedinBenefits (examples): Easy access to expert advice Expand contacts Get PR visibility Reinforce business brand Conduct market research

Professionalnetworks: Linkedin

Facebook:

Benefits (examples):

Facebook fan pages, ads and secret groups Sharing content easily 3rd party applications (widgets) Competitive advantage: conversationalmarketing Demographic targeting: ads and flyers Homepage sponsored stories (news feeds)

Top 100 most influential bloggers are on Facebook.

Social Network: Facebook

Launching a new product?

New mix ideas:1. Differentiate and innovate2. Release and ask for feedback3. Twitter, YouTube, Facebook4. Pitch editors / bloggers directly 5. Create content – blog6. Social bookmarking sites7. Follow HARO (Help a Reporter Out)8. Measure the effectiveness

gapingvoid.com

Marketing Mix

Social Media is of such importance for the company that it has build a meeting place for all its communities: www.vmworld.com

VMWARE Success Story

VMWARE managed to create buzz around itself in the real sense of the word. It manages 18 blogs and has more than 10 specialized communities build on it’s own web platform.

It can be found on all major social media platforms

VMWARE Buzz

DVDFab

Listening

Balsamiq.com (social PR, blogging, pitching to bloggers, Twitter, free licenses) – great product + story

microISV’s succes stories

Immediate actions to take: Use an RSS Reader and subscribe to feeds Start a free company / personal blog / micro-blogging Place your demo movies on YouTube Check your website content and start networking!

Connect with me! Adriana Iordan, Web Marketing Manager / Avangate Email: adriana.iordan@avangate.com Twitter: http://www.twitter.com/adriana_iordan Some traditional good old marketing: Avangate Digest Newsletter

http://www.avangate.com/newsletter

Conclusions