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Iata ca am ajuns in a doua zi de “Internet & Mobile World 2012”, o zi dedicata in mare masura Social Media. De aceea voi incerca sa redau aici, live, cele mai importante idei pana la finalul zilei.

How Facebook can help you to grow your business? Weronika Sobolak, Facebook

A avut fix aceeasi prezentare ca ieri, asa ca va rog sa cititi aici despre ce s-a discutat. M-a dezamagit acest lucru pentru ca nu mi se pare normal sa ai acelasi speech, la o conferinta, doua zile la rand.

Let the battles begin – Leveraging sponsorships in digital Dick Buschman, ACHTUNG!

In digital era:

–          People embrace new media channels at high speed

–          People are used to participate

–          Reset mindset: from advertising to participating

–          Don’t repeat,make sure that people learn by doing

Branding, in digital era, is not about advertising, it is about participating. So, keep the simple idea and add interactivity. Make sure that people can do something and have fun in the same time.

Be aware: interactivity is digital and beyond…

Social. In Plain Business. Thomas A. Bryner, IBM

The social honeymoon is over. It’s time to act, to engage, to do more.

On average, after just 7 seconds, people live from your web page. Now, it’s not about shopping lists, but about emotion, aesthetics (think about Apple and why they have so much success), referrals (this is the true power of Facebook, because people trust people making decisions), what your customers want (discount!), orchestration, management.

In Romania, the problem is that brands are not following back, that’s why we have low conversion rate.

We can now do market segmentation in real-time. You have to find who can best help me address this urgent problem for my client. Find the technical expertise to fix an error and fix it!

Social needs to grow up!

Why does my Beemer have a twitter account? Chad Garrett Cribbins, Sapient Nitro and Yasmin Coelestine Nestlen, Sapient Nitro

Technology doesn’t kill experience, bad innovation and design does. We need to stop designing based upon a model, but upon what people wants.

Many trends have formed, yet they solve for only part of the challenge (modular design, mobile first, responsive design, lean ux, progressive enhancement, content out).

In time, we moved from commodities, products, services to experiences. What’s next?

Considerations for approaching Social Media – Bogdan Prajisteanu

In Romania, Social Media este omniprezent si orice brand care vrea sa intre in aceasta zona trebuie sa tina cont de acest landscape. Apoi trebuie sa iti intelegi consumatorul pentru dincolo de intelegerea lui traditionala, trebuie sa ai grija la perceptia lui fata de brand.

The Millennials: au cam 30 de ani, sunt hiperactivi, sunt interesati mereu de ce fac ceilalti de langa ei, 40% dintre ei consulta comentariile altor prieteni sau utilizatori inainte sa cumpere ceva.

In trecut, brandurile comunicau unidirectional, dar datorita accelerarii dezvoltarii digitalului, aceste canale ajuta la comunica bidirectionala si faciliteaza dialogul dintre consumatori, despre brand.

Sunt consumatorii romani deschisi pentru comunicarea online cu brandurile? 29% dintre ei da, in timp ce in Vest acest procent este unul mult mai mic. In plus, sunt foarte active si interactivi.

Brandul trebuie sa ofere raspunsuri pentru toate nevoile sociale si sa poata sa masoare tot ce face. atunci cand intra in Social Media. Intai identifici persoanele relevante, care preiau mesajul si il transmit in masa, mai departe.

Cand gandim o strategie de Social Media, trebuie sa o integram cu toate elementele si canalele de comunicare. Pentru ca va influenta direct cautarile organice si strategia de engagement.

Intelege contextul, consumatorul, fa diferenta intre paid, owned si earned media si comunica unitar pe toate canelele.

Mugur Patrascu: Social Perspectives Series

Suntem martorii unei focusari extraordinare in zona unei batalii epice in social media, care depaseste orice am mai experimentat pana acum. Aceasta batalie ar putea fi numita “The Brand Facebookization” pentru ca nu prea mai exista nicio optiune pentru niciun brand sa nu mai fie pe aceasta retea sociala, care este the king acum.

50% din bugete merg spre Facebook, 70% din oameni sunt atinsi prin Facebook, 90% din relatia brand-consumator are loc acolo, 70% din strategii sunt de a fi acolo si de a fi bine acolo. Si pentru asta, brandurile trebuie sa fie reinventate, pentru ca ele, structural, la baza, nu sunt compatibile cu Facebook. De la zona de autoritate, se trece la prietenie, de la zona distant trecem la cea intimate, de la uneori la zilnic etc.

“If your brand was you, you certain become schizoid…”

Brandurile trebuie sa fie oneste, umane, empatice, aproape, destepte si putin proaste si capabile sa vorbeasca cu peste 100.000 de oameni in acelasi timp. Deci sa fie uber brands, ceva care transcede putin tot ce am invatat pana acum despre publicitatea clasica. Dar, defapt nu brandul este cel care face toata transformarea asta ci omul din spatele lui, care il reprezinta (stie comunitati, stie social media, branding etc).

Problema este ce faci cu audienta pe care ai reusit sa o strangi? Pentru ca pozele haioase, aplicatiile cu jocuri etc nu vor mai tine mult. Trebuie sa vedem Facebook-ul ca pe o interfata pentru business-ul brandului, nu o destinatie. Sa trecem de la community management la business development.

Dick Buschman: Social!

–          Give power to the people

–          We hate every brand that all it wants is to be in Social Media

–          It’s not just about moving te budget form traditional media to online media

–          On Facebook, people are becoming the media, the audience is in control

–          Now, people are used to participate

–          People love brands bing something worthy

–          People are running away from brands that are thinking like advertiser, not publisher

Example: Beetle and Van asked Facebook fans to build a car, Fanwagen.com

Social Media are Social Media, not just another media channel!

7 social commerce tips to take-away – Warren Knight, Gloople

–          Online+offline integration – Digital first (incorporate social media into pr, email, direct mailing)

–          Tracking Social Media ROI (use google analytics and tools to test and track)

–          Social Media Optimization (create your online voice and communication using your keywords)

–          Marketing Mix (integrate SoLoMo into your traditional marketing)

–          Social Commerce (consumers connect where they buy & buy where they connect)

–          Social Sharing (give your costumers the opportunity to curate)

–          Mobile Commerce (is your website mobile compatible, responsive or native apps)

Digital Performance Marketing – Robert Burden, Possible

Performance marketing:

–          Core marketing spend is focused on driving traffic

–          Less than 80% of traffic actually completes your desired action

–          Companies are not leveraging data enough to identify issues or opportunities

–          Having a strategy to improve your converstion rate is paramount

–          What is involved: data analysys, monetization, insights and inspiration, optimization and targeting, crm

How much would 1% increase in your website converstion rate drive bottom live revenue? Possible achieve performance increases between 5% and 50%.

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