外国精品ppt之pmecscialmediaworkshop.ppt

* 1 2 3 4 WHAT’S WORKING NOW IN SOCIAL MEDIA HOW TO SELL NEW PRODUCTS ONLINE AIPMM MAY 18, 2010 C O N F I D E N T I A L ? M AY 2 0 1 0 2 PROPRIETARY CONFIDENTIAL | 757.301.1814 | deanholmes.me 1 THE REVOLUTION IS HERE Are You Listening? The average consumer mentions speci?c Brands over 90 times per week with friends, family and co-workers... John Moore, WOMMA, 2010 3 PROPRIETARY CONFIDENTIAL | 757.301.1814 | deanholmes.me 4 Technographic Pro?ling Determine “HOW” your audience consumes information. Know the “TYPE” of content you have or need to develop. Spectators want to “READ” more information. Is this your audience? Align your content strategy to accommodate “CRITICS” increase here so look at Blogs, Comments and Wiki’s to distribute your content. This audience wants Engagement Content Note the difference between age groups. “JOINERS” are less likely to be in Social Networks so adjust Strategy to Email Strategy to reach this audience type Source: Forrester “The Groundswell 2009 PROPRIETARY CONFIDENTIAL | 757.301.1814 | deanholmes.me 5 1 PERSONAS: “TREVOR 18 YEAR OLD MALE” BEHAVIORS Will “Like” Brands Will Follow his most “Loved” Brands Messages Friends Uses RSS feeds Votes on websites Comments on Blogs TRIGGERS Follow ?rst Send engaging Brand loved content he can share Find out “who” In?uences “Trevor” Prominent use of RSS Add Voting tools PASSIONS Social Bookmarking Watching Videos Games on Facebook Badge Sharing Widgets Source: MarketingProfs 2009 State of Social Media Marketing, Groundswell Pro?le Tool 2009 Dean Holmes 2010 PROPRIETARY CONFIDENTIAL | 757.301.1814 | deanholmes.me 6 1 PERSONAS: “JANE 45 YEAR OLD FEMALE” BEHAVIORS Facebook User Texts Often Talks to friends on Twitter Likes giving feedback TRIGGERS Targeted Facebook Ad Mobile App for efficient use of work and home Find Influencers within interest