softpress15: social media marketing presentation kyiv, 2010-12-01

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Kyiv, 1-Dec-2010 by Hugo E. Martin 15 15 років співпраці років співпраці 10 Easy Steps to Venture Social Media with (desired) Results

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Short presentation with some advice how to scurry successful into Social Media Marketing with result. Some examples. links to informational and educational sites on the subject, research reports and whitepapers. Hi-Tech Fest http://www.ht.ua/15ht_fest.php SoftPress, Kyiv http://www.softpress.com.ua

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Page 1: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраці

10 Easy Steps to Venture Social Media with (desired ) Results

Page 2: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціSocial Media Landscape

(c) Brian Solis Conversation Prism Version 3.0

Page 3: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціSocial Media Landscape

(c) Brian Solis Conversation Prism Version 3.0

Ukraine Social MediaUkraine Social Media ......

Reach onSocial Media Platforms

76,6 % vkontakte63,3 % Wikipedia 59,5 % YouTube 54,4 % Facebook 45,6 % odnoklassniki19,7 % Twitter

Based on 12,9 Mio. monthly Internet Useraged 15 and over

InMind Factum Group Internet study commissioned by IAU

Page 4: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціGartner‘s Hype Cycle

Copyright: Gartner Inc.

Do aDo avoivoi dd the hypethe hype+ + the Valley of tearsthe Valley of tears

Page 5: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціGartner‘s Hype Cycle 2010 Social Software

Copyright: Gartner Inc.

Page 6: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраці

� Don't run your business on Hype's made up by so called experts and the media

� Don't follow your competitors. Overtake them –if you can or / an change the rules, so you can win

� Don't wait until someone is disrupting yourbusiness, disrupt

Don't ...

Page 7: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціAdidas, Nike, Puma & Co on Social Media

Page 8: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціAdidas, Nike, Puma & Co on Social Media

Moving onMoving on

Adidas will still create high-quality spots with elaborate sports stars turned. But instead being shown around TV Sport Show they will run primarily and 24/7 on YouTube, Facebook and Co. and will be forwarded via Twitter.

The losers here are the traditional media, especially television. In print products sporting goods ads will be present, but don't play a leading role.

TV has been the dominant medium, especially for the young target group, so far.

Online advertising also allows the companies new ways to interact with their customers.

Adidas, Nike & PumaAdidas, Nike & Puma

Adidas, with its radical turn in 2010 to online advertising is by no means alone. Nike takes a similar path and Puma has announced plans to double its ad spending for online.

Adidas spends about 1.5 billion Euro - 13 % of Adidas annual turnover - for advertising. Last week Erich Stamminger announced that Facebook, YouTube and Co. would play the main role in Adidas advertising. Now, Print and TV advertising booked along side of online campaigns, not vice versa (as before).

Nike had an Apple's iPhone and iPods presence since quite some time.

Adidas FacebookAdidas Facebook

In January 2010 Adidas had about 100.000 Fans at Facebook, now Adidas has millions ...

adidasorginals6 million

football3 million

main site1,5 million

Page 9: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціGartner‘s Hype Cycle 2010 Social Software

Graphic: Real Madrid Social Media by Anna Lena Schuller

Page 10: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціGartner‘s Hype Cycle 2010 Social Software

It‘s about our FansIt‘s about our Fans

Today Real Madrid has 5,6 Million Fans and growth about 20.000 a day. Expecting to have 20 Million Fans on Facebook in 2 years.

It is all about the Fans and our strong brand. We invest in great content and to build and extend the platform for dialog.

Our fans do not join our profile (e.g.) on Facebook to buy something, but to have fun and be close to the club and its stars.

Besides Facebook we are on Twitter, YouTube and several other Internet and Mobile platforms.

... and our strong brand... and our strong brand

We therefore offer only relevant products and services that strengthen the bond to the club and produce only indirect sales. One example is about social gaming: We recently launched the Real Madrid Fantasy Manager as an app on Facebook and iPhone.

We sell virtual goods to improve the team spirit. Also, allow our sponsors, to make new social media offers. We are permanently experimenting with new formats and offers.

Oscar Ugaz Digital-Chief, Real Madrid (The World after Advertising)

Graphic: Real Madrid Social Media by Anna Lena Schuller

Page 11: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціFord got it right: Fiesta Movement

Page 12: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціFord got it right: Fiesta Movement

WWhat Ford didhat Ford did

Ford gave 100 consumers a car for six months and asked them to complete a different mission every month. And away they went.

At the direction of Ford and their own imagination, 100"agents" used their Fiestas to deliver Meals On Wheels. They used them to take Harry And David treats to the National Guard. They went looking for adventure, some to wrestle alligators, others actually to elope.

All of these stories were then lovingly documented on YouTube, Flickr, Facebook, and Twitter.

FordFord ‘‘s idea wass idea was

Let's go find twenty-something YouTube storytellers who've learned how to earn a fan community of their own. [People] who can craft a true narrative inside video, and let's go talk to them. And let's put them inside situations that they don't get to normally experience/document. Let's add value back to their life.

Undercurrent grasped the underlying motive (and the real economy) at work in the digital space. People are not just telling stories for the sake of telling stories, though certainly, these stories have their own rewards ...

Bud Caddell

What Ford got out of itWhat Ford got out of it

6.5 million YouTube views 50,000 requests for information about the car.

- virtually none from people who already had a Ford in the garage.

Sold 10,000 units in the first six days of sales.

The results came at a relatively small cost. The Fiesta Movement is reputed to have cost a small fraction of the typical national TV campaign.

via Grant McCracken at the HBR Blog

Page 13: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціMonitoring Social Media Space

Source: Sprint.com

Page 14: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціEffectiveness of Social Media

Page 15: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціMost Social Media Tools in Use

Source: Social Media Governance 2010 / n=1,007 communicationsprofessionals

Page 16: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціWhich resources are available, planned

Source: Social Media Governance 2010 / n=1,007 communicationsprofessionals

Page 17: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціDepartments that use Social Media

Source: Social Media Governance 2010 / n=1,007 communicationsprofessionals

Page 18: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціUS B2B Social Media Benchmark

IT + Software Industry IT+SWInternet-/Online Industry InternetAll Industry Sectors ALLMarketing+Communication Function MarCom

Source: business.com

Page 19: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціFear is not a good adviser in Social Media

Social Media Governance 2010 / n=1,007 communicationsprofessionals

Page 20: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціSkills in Social Media are ...

Page 21: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціEducate! Yourself, Staff and Company (+Clients)

Source: GM

Page 22: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраці

1. Monitor the development in Social Media 2. Educate yourself, your staff, and your company3. Experiment, gain experience, validate4. Find out where your customers are, what they do …5. Listen, analyze, deliver and engage 6. Be of value; increase THEIR benefit, experience … 7. Define your objectives and measurements8. Monitor actions & reactions closely and adjust ...9. Integrate “Social” into your business performance10. Disrupt. Don't wait until you are disrupted

How to Scurry into Social Media for Success

Engaging in Social Media does not improve next quar ter results, but can secure that your company are still around i n 5 years times!

Page 23: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціDaily Telegraph Newsroom

Page 24: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціCredits, and some additional Link

Photo: Kyiv by Vladimir Tabakovahttp://www.facebook.com/#!/profile.php?id=100000830946042

Conversation Prism Version 3.0 by Brian Solishttp://www.theconversationprism.com/

InMind - INAU Survey October 2010 Resultshttp://www.inmind.com.ua/news/opinion_software_media_october2010/

Example: Adidas, Nike, PumaAdidas [Handelsblatt, in German]http://www.handelsblatt.com/unternehmen/_b=2700045,_p=5,_t=ftprint,doc_page=0;printpage

Example Real MadridReal Madrid auf Facebook: "In zwei Jahren 20 Millionen Fans“ [WUV, in German]http://www.wuv.de/nachrichten/digital/real_madrid_auf_facebook_in_zwei_jahren_20_millionen_fans

Graphic: Real Madrid Social Media by Anna Lena Schullerhttp://www.annalenaschiller.com/

Example Fiesta Movement - AutomobileHow Ford Got Social Marketing Right by Grant McCrackenhttp://blogs.hbr.org/cs/2010/01/ford_recently_wrapped_the_firs.html

Photo: Ford Fiesta arrives in US for Fiesta Movementhttp://www.egmcartech.com/wp-content/uploads/2009/03/ford_fiesta_movement_arrives_2.jpg

Volkswagen Polo GTI [WUV, in German]http://www.wuv.de/nachrichten/digital/ende_der_klassik_vw_wirbt_fuer_polo_gti_nur_im_social_web

Mazda2 Playlounge with Music, Design Center and Game Zonehttp://www.facebookbiz.de/artikel/mazda-kampagne-facebookhttp://www.facebook.com/MazdaDeutschland

Mercedes on Facebookhttp://www.facebook.com/MercedesBenz

BMW on Facebookhttp://www.facebook.com/BMWDeutschland

Page 25: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціCredits, and some additional Link (II)More than 1,200 examples on Social Media Marketing – not all of them are “Best Practice”A Wiki of Social Media Marketing Exampleshttp://wiki.beingpeterkim.com/

Gartner‘s Hype Cycle Social Softwarehttp://hemartin.blogspot.com/2010/08/gartners-hype-cycle-social-software.html

Screenshoot: Monitoring Social Media Spacehttp://now.sprint.com/nownetwork/

(US-)Tools to monitor and measure Social Media Succ ess (13 pg., PDF)http://www.business.com/info/social-media-monitoring-tools

Practical Guide to Social Media Monitoring - Praxisleitfaden zum Social Media Monitoring (German, good overview and links)http://www.marketingit.de/content/news/praxisleitfaden-zum-social-media-monitoring-erschienen;71533

B2B Marketing Benchmark Report 2011 from MarketingSherpa.com (Executive Summary F.O.C.)http://hemartin.blogspot.com/2010/10/marketingsherpa-2011-b2b-marketing.html

2009 B2B Social Media Benchmarking Study (US) from Business.com (58 pg., PDF)http://www.business.com/info/business-social-media-benchmark-study

Survey Social Media Governance (60 pg., PDF)http://www.ffpr.de/de/news/studien/social_media_governance_2010_en.html

Photo: Newsroom des Daily Telegraph with Media-Wall, incl. Social Media (Twitter)http://www.telegraph.co.uk/

ATG Online Shopping Study (26 pg., PDF)http://www.atg.com/resource-library/white-papers/atg-online-shopping-study.pdf

Social Media Policy & Rules Of Engagement by David-Armano http://davidarmano.com/http://www.flickr.com/photos/7855449@N02/5042953763/

Leading Brands and the Social Media Landscape - FedExStudy Final Report (39 pg., PDF and Video)http://hemartin.blogspot.com/2010/11/fedex-best-practice-in-social-media.html

Hugo E. Martin on Media + Marketing - Infos, Tips and Links [EN / DE]http://hemartin.blogspot.com | http://twitter.com/hemartin

Page 26: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраці

since 1999since 1999http://www.eMartin.nethttp://www.eMartin.netWebsiteWebsite

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Hugo E. Martin- Digital Resident -

My “Analog” Residence is in Berlin / Germany

Page 27: Softpress15: Social  Media Marketing Presentation Kyiv, 2010-12-01

Kyiv, 1-Dec-2010 by Hugo E. Martin

15 15 років співпраціроків співпраціPrepared and delivered by

Hugo E. MartinOwner of mcc consulting, Berlin (founded in 1983)

Partner, Consultant, Coach and Partner for Success in Media + Marketing + Communication

Hugo E. Martin on Twitterhttp://twitter.com/hemartin

Direct Messages on Twitterhttp://twitter.com/direct_messages/create/hemartin

Skype: mcchemartin

Blog Hugo E. Martin on Media + Marketinghttp://hemartin.blogspot.com

Hugo E. Martin on Facebook mcc consulting on Faceboo khttp://www.facebook.com/hugo.e.martin http://www.facebook.com/emartin.net

eMartin.net Websitehttp://www.eMartin.net/

mcc consulting Hugo E. MartinP.O. Box 310 906 | 10639 Berlin | Germany Fon +49-30-236278-36 eMail [email protected]