SXSWi: Can Social Networking Build Your Brand?
Not only is social networking a part of one of the projects that is funding part of my trip, this talk will be given by a guy that runs an online music label. Should be an interesting perspective.
Speaker: Jason Schwartz, Robber Baron Music
Joining the Conversation: Campari Case Study
- Source: 11/28/06 Richard McManus at Read/Write Web
- 170,000 page views
- 13.5% from social media sites
- 3000 friends
- 2500 comments across sites
- 92,000 views across sites
- Created a a community of people that we can further talk to about Red Passion
Problems with the Campari campaign
- Fake profiles can be dangerous
- Transparency on the web is important
- If you like, you will be found out
- Lonelygirl15
- You may believe there is not such thing as bad PR
- Disclose company sponsorship
Did They Connect?
- Reality is that all profiles and accounts were deleted
- Violates terms of service
- You can probably get away with it, but expect a short run
- Those sites own the customers, not you
How to Do It
- Update content frequently
- Don’t spam inboxes
- Kep on top of the community
- MySpace
- Design in CSS
- Purchase a branded profile to avoid being kicked off
- Partnering, like buying an ad
- Give you a forum, addt’l features
Listening to the Conversation
- Social media sites are populated with people describing their preferences to the world
- Market researchers pay people to tell them what they like and what sites they visit
- The goal is to find the non-obvious place to reach your audience
- Don’t market a golf club in a golf magazine, market it at Home Depot
- A lot of golfers, but no other golf clubs
Using Del.icio.us
- Search the product category (not name)
- Look at related tags
- Gives you other ways of looking at it
- See who else bookmarked the site
- People who bookmarked this site, bookmarked this (similicio.us)
- Thinkgeek.com, Threadless were most similar for tea
- Market on those sites
Del.icio.us Tea results
- Terms for SEO and further research
- food, shopping, coffee, health, recipes, design, gifts
- Sites to partner or advertiese with
- Thinkgeek, etc.
Using Technorati
- Search in blog directory
- Who’s site has an overarching theme of what you’re looking for
- Bloggers often are looking for sponsors
User Generated Ads
- Marketing manager loses control
- “Don’t buy me”
- Big companies susceptable to being mocked
Creating your own social site
- Do not create another social network
- Create something that makes your audience’s interests easier
- Rather than buing an ad, sponsor an entrepreneur
- More interactive than a spot
- Engages your audience
- Creates a true community you can communicate with
- Sponsor a UI overhaul or upgrade
Actually… pretty good talk. I can’t help but be skeptical about folks talking about using social media for marketing. But it was more than just making a MySpace page for your product. Showing how to listen and not just how to speak within social media was a nice twist that not enough people are talking about. Good job.
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