Social Media

Presented byClaus Enevoldsen

Director, Interactive MarketingFreedom Communications

cenevoldsen@freedom.com@CEnevoldsen

It’s a new world

Nothing is private

Who am I?

Try to search: Claus Enevoldsen

Who are you?

Search yourself?

THE SOCIAL MEDIA PLAYERS

Facebook: 550 million users (141M in U.S.)

• Profile• Pages• Groups

Twitter: 93 million users (24M in U.S.)

LinkedIn: 75 million users (37M in U.S.)

Foursquare: 3 million users (100 million check-ins)

Groupon: +100 US cities, 50 countries, $400 million annual sales

SO WHAT IS SOCIAL MEDIA?

It’s all about conversation…

WHY INVEST TIME TO ENGAGE THROUGH SOCIAL MEDIA?

Heart Head Wallet

•ENHANCE AUDIENCE ENGAGEMENT: - Ask questions - Encourage trials/participation- Listen- Respond promptly

•ENRICH PEOPLE’S LIVES- Inform- Provide insights- Help audiences prosper (reader/advertiser)- Build communities

Freedom GOALS in using social media

Goals

•BUILD RELATIONSHIPS- Cross-functional / executive involvement- Initiate conversations and connections- Understand needs and interests- Surprise and delight customers- Empower audience as our ambassadors

•REINFORCE VALUE- Solve problems- Reaffirm trust and accessibility- Personalize “faceless” media company- Defend or protect brand with immediacy

Freedom OBJECTIVES for using social media

Objectives

From a business perspective

Crisis Management

Crisis Management

Part of IMCPart of IMC

AdvertisingAdvertising

Customer Service

Customer Service

Database MarketingDatabase Marketing

Conversation

Conversation

BrandingBranding

CASE STUDIESCrisis Management

Case studyVirgin Airlines

http://tmagazine.blogs.nytimes.com/2009/01/30/feedback-the-worst-in-flight-meal-ever/

Look at this Richard. Just look at it: [see image].I imagine the same questions are racing through your brilliant mind as were racing through mine on that fateful day. What is this? Why have I been given it? What have I done to deserve this? And, which one is the starter, which one is the desert? You don’t get to a position like yours Richard with anything less than a generous sprinkling of observational power so I KNOW you will have spotted the tomato next to the two yellow shafts of sponge on the left. Yes, it’s next to the sponge shaft without the green paste. That’s got to be the clue hasn’t it. No sane person would serve a desert with a tomato would they. Well answer me this Richard, what sort of animal would serve a desert with peas in.”

Case StudySouthwest Airlines

Kevin Smith, 1.6 million Twitter followers

Southwest, 1 million Twitter followers

"Dear @SouthwestAir - I know I'm fat, but was Captain Leysath really justified in throwing me off a flight for which I was already seated?”

"The @SouthwestAir Diet. How it works: you're publicly shamed into a slimmer figure. Crying the weight right off has never been easier!”

Case StudyBP

Case StudyBP

ADVERTISINGSocial Media

Advertising

Advertising

Advertising

What is available in the market place for Social Media Services?

-Social Network Ads-Outsourced Social Media Services-Social Media Integrated Campaigns

Case Study

http://www.youtube.com/watch?v=ive3vXv-XRk

Old Spice

http://www.youtube.com/watch?v=zkd5dJIVjgM

Facebook ads

Twitter ads

Legal

• Who owns the facebook and Twitter accounts?

• What happens if you say negative stuff?• When are you responsible?

MOBILE AND SOCIAL

Mobile is pervasive

1987

Smartphones on the rise

Convergence point Q3 2011

Mobile 24/7

Nexus of mobile and social is increasingly about one key attribute: LOCATION, LOCATION, LOCATION

In mobile marketing, location leads to relevance

QUESTIONS?