Transcript Oxford Strategic Marketing Presentation

Social media: Facebook
What is it?
Facebook is a site where users can create an in-depth textual
and visual profile of themselves to connect with others as friends
Features
Profile page including
photo uploader
Purpose
To ‘meet’ others of like mind across the world to enable information sharing
on life, hobbies, views. Also acts as an online enabler to your offline world
where social lives are managed with your friends
Invite and manage friends
functionality
E-mail, market place,
online games
How organisations are using it
• Pure advertising using Facebook ‘social ads’ (CPC style ads)
• Creating brand profile pages driving a deeper relationship with their
customers e.g. through privileged access to content and information for
friends
• Creating branded applications that improve the online lives of customers
Events, News feeds
(news within the
network)
Groups, Pages (miniwebsites with members)
Breakthrough moments
A link up with CNN.com, enabling users watching the streamed video of Obama’s
inauguration to discuss events live online. One million status updates before 1pm
on inauguration day, showing how mainstream and social media can work together
Did you know?
• Facebook is one of the fastest growing websites – one of the top sites for
internet traffic
• On average users spends over 25 minutes on the site
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Social media: Linked in
What is it?
A business network – once you have generate a profile (mini CV) you can
‘link in’ with others that you know/have worked with/want to be introduced to
Purpose
Create virtual networks of business professionals that have some common
connection
Features
Profile and connections
display (for yo\u and
your connections)
E-mail
Introductions service
Groups
How organisations are using it
• Pure advertising using Facebook ‘social ads’ (CPC style ads)
• Creating brand profile pages driving a deeper relationship with their
customers e.g. through privileged access to content and information for
friends
• Creating branded applications that improve the online lives of customers
Intelligent “people you
might know” suggestions
Search –
name/company/country/
area etc
Tweet type updates
Breakthrough moments
The creation of formal groups where you can communicate directly to the
entire group: Universities to professional organisations to interest groups
Did you know?
• Barak Obama, Bill Gates and Matt Damon have profiles whilst Gordon
Brown doesn’t
• The linkedIn population is now bigger than that of Sweden
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Social media: Ad Gabber
What is it?
A social networking site for individuals in the advertising,
marketing and media
Purpose
To share and disseminate information and good practice and to act as a hub
for discussions on relevant topics
How organisations are using it
• For sharing of problems and opinions and information gathering on
approaches to marketing (especially creative) issues
Features
Social networking
features like profiles,
forums, groups
Calendar of industry
events
Portfolio section provides
a searchable database
of creative portfolios
from art directors,
copywriters, illustrators,
photographers and
others
Breakthrough moments
Adgabber is a spin-off from Adrants, Steve Hall’s popular advertising and
marketing blog. Hall was sued by Virgin last year for displaying a parody ad
in the blog – much to benefit of his subscription base!
Did you know?
• The system is extremely flexible, so that the site can evolve as members
identify new uses. Recently the site has added applications for adding stuff
to facebook, and for importing from flickr
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Social media: Blogger
What is it?
Features
Free and easy to use Blog editing and publishing software
Purpose
Allows you to “Share your thoughts, photos and more with your
friends and the world”
Create or customise a
blog
Create your own website
Add photos
How organisations are using it
Create communities
• Business to business : As a tool to demonstrate thought
leadership
• As a tool to allow customers access to “insider” information
Update followers when
you post
Breakthrough moments
The Baghdad Blogger Salem Pax used Blogger to bring an Iraqis perspective on
the war to the world. This turned public opinion from a view that Blogs were vain
ramblings to powerful tools of mass communication
Did you know?
• Boing Boing is a weblog of cultural curiosities and interesting technologies.
It's the most popular blog in the world
• It has been estimated that the number of blogs doubles every 5½ months
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Social media: Twitter
What is it?
Twitter is a service for friends, family, and co–workers to communicate and
stay connected through the exchange of quick, frequent answers to one
simple question: What are you doing?
Purpose
Enable geographically disconnected people to stay connected to the small
events in life
How organisations are using it
• Helping connect customers with the company (i.e. Volvo chief exec
twitters)
• Providing product-related marketing that audiences can follow in real time
(promoting offers, providing niche info, seeking or gathering feedback)
Features
Text in a 140 word piece
on whatever you like,
and it gets posted to the
website under your
handle.
If you follow a ‘twitterer’,
you can choose to have
the feed direct to your
mobile as texts
Twitter and Users have
created many Apps for
searching, displaying,
writing, analysing etc
Breakthrough moments
• Obama and Sarah Brown are high profile twitterers
• Twitter as a force for good in the Italian earthquakes, Iranian elections,
Californian wildfires, American Gas shortage
• Personalities and stars using it as a way to bypass the media and
control their communication with their fans
Did you know?
• Twitter is the fastest growing social networking site
• You can track the buzz of a brand on Twitter http://tweetbuzzer.com/
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Social media: StumbleUpon
What is it?
StumbleUpon uses +/- ratings to form collaborative opinions on
website quality
Features
Ratings
Purpose
StumbleUpon helps you discover and share great websites. As you click
Stumble!, high-quality pages are delivered matched to your personal
preferences. These pages have been explicitly recommended by your
friends or one of 6 million+ other websurfers with interests similar to you.
Rating these sites you like automatically shares them with like-minded
people
Groups/communities
Blog
Connect to friends
How organisations are using it
• Helping to drive traffic to their own expertise-based content driven sites
Breakthrough moments
• Stumbleupon was voted “BusinessWeek Best of the Web 2008: Best
Social Network”, and has received numerous other accolades
Did you know?
• Stumbleupon is featured and promoted as a click through on many
mainstream sites
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Social media: Friend Feed
What is it?
Features
Its an aggregator – an online sharing portal
Direct messaging
Purpose
Discussions
FriendFeed enables you to discover and discuss the interesting
stuff your friends find on the web in real time
Groups (set up your own
from friends/family/work)
Excellent privacy options
How organisations are using it
• Consolidating their information that lives in disparate parts of the
social network
File sharing feature to
share Mp3 and Mpegs
directly as part of
discussions
Breakthrough moments
• Freindfeed redesign making integration of other feeds more
straightforward
Did you know?
• Friendfeed is the most popular social aggregator
• Friendfeed was set up by two Google employees
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