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Social media drives new opportunities in cross media
The document discusses the significant role of social media in enhancing cross-media marketing campaigns, highlighting its growth among older demographics and its strategic use across various platforms. It emphasizes the interplay between traditional and digital marketing, with specific examples of successful campaigns that utilized social media effectively. The text concludes by urging marketers to explore innovative cross-media strategies to maximize engagement and conversion.
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Social media drives new opportunities in cross media
- 1. Social Media DrivesNew OpportunitiesHow utilising social media can significantly increase response
- 2. AgendaThe growth andadoption of social mediaWhy is it important; within a cross-media campaign?Why is it not the be-all-and-end-all of marketing?How is social media being used in cross media campaigns?How can social media be used?What technologies are out there that you should be looked at?17-Jun-09The Why?The How?The What?
- 3. Social mediaIs itjust a fad, or is it something that will effect us all?September 14, 2010
- 4. Social Media Revolutionhttp://socialnomics.net/September14, 2010The Why?http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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- 12. It’s not justthe young folk either!http://www.emarketer.com/The Why?Between April 2009 and May 2010:Grew 88% among users aged 55-6465 and older group’s presence grew 100%Users aged 50 and older increased usage from 22% to 42%47% of 50-64 year-old users indicate they use social media26% of those over 65 indicated they use social mediaSeptember 14, 2010
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- 14. Main Players inthe social media spaceSeptember 14, 2010The Why?emailFlickrFoursqaureTumblerYouTubeTwitterFacebookLinkedInGoogleVimeo
- 15. Social media &cross Media combinedHow are people combining the two – and the ways in which they workSeptember 14, 2010
- 16. Social Media isnot everythingThe How?Spend on online advertising has increased that off traditional advertisingMany marketers see online advertising as easy, quick and interactiveMany are not linking up the channelsEmail marketing is not a replacement to traditional DMCross Media – a mix of traditional and online marketing within an integration campaign is the most powerful tool.September 14, 2010
- 17. Introducing Social Media& Cross MediaThe How?http://portablenorthpole.tvGreat example of missed opportunityPersonalised video and cross media campaignVirally spread by social mediaDid it work?What if things were different?September 14, 2010
- 18. Level 1 -BroadcastingSocial media is used to broadcast out to others Increasing response through social media channelsRecipients are not always known when they enter September 14, 2010The How?31Campaign23
- 19. Examples – XMIDCampaignThe How?Campaign to promote XMPie’s capabilitiesUses customer’s input to create a social iconUsing XMPie’s uImage on demand to create the imageUsers can download the icon or wallpaper‘Refer a friend’ by emailShare the link on other siteshttp://xmid.xmpie.comSeptember 14, 2010
- 20. Examples – EarfulCampaignThe How?Technology demonstration produced by Fuji XeroxDemonstrated a creative cross media campaignFlash based and hooked into Facebook with a bespoke Facebook applicationhttp://earfull.com.au/September 14, 2010
- 21. Examples – AlphagraphicsBrazilThe How?Campaign to increase Alphagraphic’s brand and awarenessUsed to creative visual Twitter backgrounds for Alphagraphic’s locations around the globeNice API integration with Twitter to get followersUsing uImage to creative backgroundsAutomatic uploading of imagesViral tweet sent out (#agyourself)http://agyourself.com/September 14, 2010
- 22. QRCodesA quick wordon QR Codes and 2D BarcodesSeptember 14, 2010
- 23. QR Code Adoptionand OpportunitiesThe What?XMPie supports various 2D BarcodesMarket adoption continues to growSmartphone use increasesMobile browsing increasesBrands continue to includestatic barcodes Think outside the boxDynamic URLs Group URLsSubscription based contentSeptember 14, 2010
- 24. ... And backto the storySeptember 14, 2010
- 25. Level 2- Receiving/ Acquiring More action or event driven and focused on social mediaSocial media channels are used to acquire new customersRequire a higher level of expertise and skill to integrateSeptember 14, 2010The How?312Campaign13
- 26. Stage 1 –Following us on TwitterSeptember 14, 2010The How?By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.
- 27. Stage 2 –Acknowledging the followerSeptember 14, 2010The How?CustomApplicationCampaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access.
- 28. Stage 2 –Acknowledging the followerSeptember 14, 2010The How?Twitter automatically emails the recipient informing them that they have received a ‘direct message’ – so the recipient can access their RURL direct from there as well.
- 29. Stage 3 –Initial RURL landing pageSeptember 14, 2010The How?CustomApplicationThe recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise.
- 30. Stage 4 –Authorising with TwitterSeptember 14, 2010The How?CustomApplicationRecipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process.
- 31. Stage 5 –Getting the word out thereSeptember 14, 2010The How?CustomApplicationOnce a user authorises us, we can then ‘tweet’ out to their followers a message. This is what the user’s followers would see.
- 32. Stage 5 –Back at the RURLSeptember 14, 2010The How?CustomApplicationRecipient is automatically directed back to their RURL which now changes – and talks to them in detail about the offering to get an ‘All-Access’ badge to the show.
- 33. Stage 5 –Back at the RURLSeptember 14, 2010The How?CustomApplicationIn order to get their ‘All-Access’ badge we need the recipient to check and update their personal information – this is entered directly back into the database.
- 34. Stage 5 –Downloading the badgeSeptember 14, 2010The How?CustomApplicationXMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.
- 35. Stage 5 –Downloading the badgeSeptember 14, 2010The How?CustomApplicationXMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.
- 36. Level 3 –The truly integrated approachMultiple event-driven and integrated approach to cross mediaSocial media platforms are used to actually drive the campaignHigh level of skill, high level of reward and conversationSeptember 14, 2010The How?2 Campaign134
- 37. A quick wordabout foursquareThe What?Newcomer to location based tracking3million users (1.5m in June 2010!)“We're all about helping you find new ways to explore ... earn points and unlock badges for discovering new places”20m+ API requests a day2m tweets a day about lost/won majorshipsOver 20% of user sync there location with Facebookas wellSeptember 14, 2010
- 38. Possible Loyalty ApplicationHotelloyalty programCustomer receives a communication offering an incentiveBy using a geo-location check-in service (Foursquare)customer checks-in to various hotelsEach check-in, or event initiates further communication to the userCustomer can always access RURLShare with othersRedeem offers & incentivesBoth XMPie and Social Mediaare working together, respondingto the user in real-timeSeptember 14, 2010The How?2 Campaign134
- 39. Other event-based socialplatformsThe What?Brightkite5.5 million users“The simple way to keep up with friends & places.”Marketing OpportunitiesHighly targeted media placementgeography, behaviour, timeLoyalty programsRecognises a customer’s ‘level’ of loyaltySeptember 14, 2010
- 40. Other event-based socialplatformsThe What?GoWalla450,000 users“Keep up with your friends, share the places you go, and discover the extraordinary in the world around you”Marketing OpportunitiesCurated TripsBranded Pins & ItemsSeptember 14, 2010
- 41. Other event-based socialplatformsThe What?SCVNGRGoogle backedUser-base stats not public yet“Go places. Do challenges. Earn points!”Marketing OpportunitiesCustom Challenges, Treks, BadgesRewards for completing challengesSeptember 14, 2010
- 42. Other apps andopportunitiesThe What?Maximise growth in apps and social mediaOne possibility is to look at mobile (newspapers) apps and then use the subscribers activates to drive cross-sell and up-sell cross media campaigns based on what they are viewing, automatically.Personalised print and mobile applicationsCustom built apps driving personalised material and campaignsSeptember 14, 2010
- 43. What next?What todo to maximise on the opportunities that existSeptember 14, 2010
- 44. Why should webe doing this?The Why?Merging together of traditional, and new mediumsUsing Cross Media and Social Media as tools.Using ‘Best of breed’Maximum exposure for you and your customers/clientsMaximum interaction, maximum conversation, maximum conversionOthers are already starting to do it!Topguest (www.topguest.com)Loyalty based programs based on geo-check-ins Check-in, get rewarded points, redeempoints for offers and incentivesSeptember 14, 2010
- 45. We live ina dangerous world ...The What?http://www.shopkick.comRecently launched appAutomatically check users into physicallocations, as they walk about.Based on check-in user receive points, in-store offers and incentivesUser get rewarded for walking aboutOffers a huge opportunity for brandsto target customers in an offline worldIs this the shape of things to come?September 14, 2010
- 46. What should yoube doing?The How?Think outside the boxLook at ways in which various platforms can be utilised in the most powerful wayFacebook is great for peer-to-peer recommendationsTwitter is great for relevant marketing to individuals (B2C)FourSquare, Facebook Places, Gowalla are fantastic for location/brand marketing campaignsYouTube is great for brand awareness campaignsUnderstand the concept of social media and cross media ‘mash-ups’ and engage marketers, programmers to explore the possibilitiesSeptember 14, 2010
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