Hobnob v05
26
ONEMETHOD DIGITAL+DESIGN SOCIAL ACTIVATION JOINING THE CONVERSATION THAT YOUR CUSTOMERS ARE ALREADY HAVING ABOUT YOU
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Transcript of Hobnob v05
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SOCIAL ACTIVATIONJOINING THE CONVERSATION THAT YOUR CUSTOMERS ARE ALREADY HAVING ABOUT YOU
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http://www.brandtags.net
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WELCOME TO THE NEIGHBORHOOD
THE EFFECTIVE BRAND ACTS AS FULLY INTEGRATED MEMBER OF ITS COMMUNITYIT LIVES AND BREATHES IN THE SAME PLACE AS ITS AUDIENCE
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96% OF GENERATION Y HAVE JOINED
A SOCIAL NETWORK
GENERATION Y: BORN BETWEEN MID 1970S – EARLY 1990S (MILLENNIALS, GENERATION NEXT, OR THE BOOM ECHO)
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93% OF SOCIAL MEDIA USERS BELIEVE
A COMPANY SHOULD HAVE A SOCIAL MEDIA PRESENCE
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78%OF CONSUMERS
TRUST PEER RECOMMENDATIONS (ONLY 14% TRUST ADS)
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34%OF BLOGGERS POST OPINIONS
ABOUT PRODUCTS & BRANDS
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2ND LARGEST SEARCH ENGINE IN THE WORLD
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1382% MONTHLY GROWTH RATE OF TWITTER
USERS FROM JAN TO FEB 2009(80% OF USAGE IS ON MOBILE DEVICES)
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DIGITAL DEMOCRACYENGAGEMENT REPLACES INTERRUPTION
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THEN ◄► NOW
Interruption ATTENTION Engagement
Forced CONVERSATION Earned
Brand CONTROL Consumer
Acquaintances RELATIONSHIP Friendships
Mass AUDIENCE Individual
Push STRATEGY Pull
TelevisionRadioPrint
Outdoor
VEHICLES Social NetworksVod/PodcastsBlogosphereMobile
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LEVEL OFENGAGEMENT
LEVEL OFCONSUMERCONTROL
MASS MEDIAWEB/MICROSITES
BANNERS ADSPUBLIC RELATIONS
SEOTAGGINGKEYWORDS
SOCIAL TOOLSAPPLICATIONSONTENT SEEDINGWIDGETS
BLOGSFEEDSWOM
SOCIAL ACTIVATION
MASS ACTIVATION
ENGAGEMENT &PARTICIPATION
SHARE &DISCUSS
SEEK &FIND
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100% ORGANICTHE NEW CAMPAIGN LIFECYCLE
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LAUNCH ASSIMILATION GROWTH CULTIVATION MANAGE RAMP DOWN CLOSE
ACTIVITY
TIME
WEBSITESBLOGOSPHEREONLINE PR
EDITORIAL SITESCONTEXT SITESCONTENT SITESBLOGOSPHEREONLINE PR
SOCIAL NETSSOCIAL TOOLSKEYWORDSEDITORIAL SITESCONTEXT SITESCONTENT SITES
MASS MEDIASOCIAL NETSSOCIAL TOOLSKEYWORDSEDITORIAL SITESCONTEXT SITESCONTENT SITES
SOCIAL NETSSOCIAL TOOLSKEYWORDSCONTEXT SITESCONTENT SITES
SOCIAL NETSSOCIAL TOOLS
CRMSOCIAL NETS
SOCIAL ACTIVATION CAMPAIGN DEACTIVATIONMASS MEDIA ACTIVATION
$$ $$$$ $MARKETING SPEND
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FEED THE ENABLERSPEOPLE INFLUENCE PEOPLE
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THE TIPPING POINT
IF YOU MANAGE TO REACH THE RIGHT INFLUENTIAL PEOPLE WITHIN A COMMUNITY, THESE FEW WILL INFLUENCE THE MASSES, AND THE TIPPING POINT WILL BE REACHED
Malcolm GladwellAuthor of The Tipping Point
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DISTRIBUTIONACTIVITY
USERACTIVITY
PHASE LAUNCH ASSIMILATION GROWTH CULTIVATION
TARGET HYPERINFLUENCERS
HIGHINFLUENCERS
THEINFLUENCED
THEFOLLOWERS
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DIGITAL BRANDACTIVATIONCREATE IT. ACTIVATE IT. MEASURE IT.
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CREATE ACTIVATE MEASURE
Story Search Likeability
Stickiness Blogosphere Awareness
Relevance Web/Microsites Frequency
Portability Editorial Engagement
Shareability Viral Attention
Timing Social Tools Dispersion
Hook User-to-User Relevance
Depth Mobile ReachLAUNCH► TEST ► PLAN ► DISTRIBUTE ► EVALUATE ► OPTIMIZE ►
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WHAT WE BRING TO THE TABLEALLOW US TO REINTRODUCE OURSELVES
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INTRODUCING...
A GROUP OF DIGITAL SOCIALITESWITHIN THE ONEMETHOD NETWORK
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SOCIALTOOLKIT
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HIGHLIGHTS OF THE SHOWA COUPLE OF THINGS TO REMEMBER
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THE CAMPAIGN LIFECYCLE IS ORGANIC – CONSUMERS WILL DECIDE HOW LONG YOUR CAMPAIGN LIVES ON FOR
SEIZE OPPORTUNITY TO TEST AND LEARN WITHIN CAMPAIGNS
BUILD CONTENT TO BE PORTABLE AND SHAREABLE – ALLOW IT TO TRAVEL
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YOU START THE STORY...WE’LL SPREAD THE WORD...YOUR CUSTOMERS WILL FINISH IT.
