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  • kcalds82
    kcalds82 said 1 day Edit Delete

    Hi, I was wondering if it'd be possible for you to email me a copy of your slideshow?

  • yorubawoman
    yorubawoman said 1 week Edit Delete

    Thanks for the presentation. May i have a copy to share with my team.
    Thank you in advance. My email is aalawusa@streetsmc.com

  • litmanlive
    litmanlive said 3 weeks Edit Delete

    Great presentation could you email me a copy to email@litmanlive.com

  • ptvogel
    ptvogel said 3 months Edit Delete

    great job...could you email it to me, please: ptvglv2003@yahoo.com thanks!

  • tegupura
    tegupura said 5 months Edit Delete

    This is a very enlightening presentation for me. Would you mind to send me a copy to tegupura@yahoo.com? Thank you so much. Teguh Poeradisastra

  • oteekalu
    oteekalu said 5 months Edit Delete

    A very wonderful presentation. I have been thoroughly enlightened. Could you please send me a copy to okeekalu@yahoo.co.uk

    Regards

    Otk

  • RhondaK
    RhondaK said 6 months Edit Delete

    Very interesting. Thank you for posting. Added to groups and faves.

    http://www.rhondakwrites.com

  • nikhil_bathla2020
    nikhil_bathla2020 said 6 months Edit Delete

    Amazing stuf dear...can i request you to mail me a copy of it on nikhil_bathla2020@yahoo.co.in

  • mothey
    mothey said 6 months Edit Delete

    nice presentation. can you please email the samr to mothey@gmail.com

  • baklawaci
    baklawaci said 7 months Edit Delete

    Woow Your presentation is unbelievble!.. May I have a copy of it? I would really appreciate it. Thanks now. My email baklawaci@gmail.com

  • lcenten
    lcenten said 7 months Edit Delete

    thanks @cwodtke :)

  • jassim
    jassim said 8 months Edit Delete

    hi, im doing research on social media, could you please send me a copy to jassim.ali at gmail.com

  • niniane
    niniane said 8 months Edit Delete

    I'm a student digital communication, and i was wondering if i could get a copy of this presentation for studie purpesses only. It would help me a lot. My email is niniane.veldhoen@student.hu.nl

  • jochem
    jochem said 9 months Edit Delete

    Brilliant presentation, great to help people in my department to understand the changes going on. Would you mind to send me a copy? Thanks!

  • ramon.loarte
    ramon.loarte said 10 months Edit Delete

    Nice presentation. could you please email me a copy to ramonloarte@terra.es

    Thanks

  • cwodtke
  • guestc54f3d
    guestc54f3d said 11 months Edit Delete

    go to the site http://del.icio.us and search

  • lcenten
    lcenten said 2 years Edit Delete

    I did not get what does 'search del.icio.us for the BRAND category' exactly mean...
    could somebody explain?

Add a comment If you have a SlideShare account, login to comment; otherwise comment as a guest.
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    Can Social Networking Build Your Brand?

    From robberbaron, 2 years ago Add as contact

    The popularity of web applications with a social context has exploded in the last year. This session will look at how social interaction can be applied to a brands online presence to generate a deeper connection with the customer. We will discuss what can be learned from these interactions, how market research can be conducted, and how a brand can enter the conversation without turning its audience off. SXSWi Link

    Source: Presentation by Jason D. Schwartz of Robber Baron Music at SXSWi 2007

    Credits: Campari case study originally by Richard MacManus at Read/WriteWeb. Background provided by Andrew Reeve.

    Links: Del.icio.us, Similicio.us, Technorati, CurrentTV

    22020 views | 18 comments | 212 favorites | 0 downloads | 28 embeds (Stats)

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    Slideshow Transcript

    1. Slide 1: SXSWi 2007 Session Jason D. Schwartz jason@robberbaronmusic.com www.robberbaronmusic.com © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    2. Slide 2: Jason D. Schwartz Background Consultant in the digital media industry   Island Def Jam  BET Interactive Marketing at an interactive agency for  Fortune 500 clients Started Robber Baron Music, a digital  music label  www.robberbaronmusic.com Launching Social Race   Social media site in the political space © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    3. Slide 3: Agenda Marketing on existing networks   Case Study  How-To Market research on existing networks   Creating your own social media © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    4. Slide 4: Joining The Conversation Campari Case Study Source: 11/28/06 Richard MacManus at  readwriteweb.com  Campaign consisted of:  Flash Website  MySpace Profile  YouTube Profile  Flickr Account  Del.icio.us Account © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    5. Slide 5: Website © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    6. Slide 6: Website © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    7. Slide 7: Website © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    8. Slide 8: Website © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    9. Slide 9: MySpace © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    10. Slide 10: Flickr © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    11. Slide 11: YouTube © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    12. Slide 12: Del.icio.us © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    13. Slide 13: Campari Results 170,000 PageViews   13.5% from social media sites 3,000 “Friends”   2,500 comments across the sites  92,000 views across the sites © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    14. Slide 14: Campari Results Niccolò Magnani, MRM Worldwide, “What I like is that we created a community of people that we can further talk about red passion.” © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    15. Slide 15: Problems With The Campaign Fake profiles can be dangerous  Transparency on the web is important  If you lie, you will be found out   Lonleygirl15 You may believe there is no such thing as  bad PR  Works better in the arts and entertainment industry To avoid problems disclose company  sponsorship © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    16. Slide 16: Did They Connect? “What I like is that we created a  community of people that we can further talk about red passion.”  The reality is that all of the profiles and accounts were deleted  Violates terms of service  You can probably get away with it, but expect a short run © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    17. Slide 17: How To Do It Update content frequently   Don’t spam inboxes  Keep on top of the community  MySpace  Design in CSS ○ www.mikeindustries.com © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    18. Slide 18: Standard MySpace © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    19. Slide 19: CSS MySpace Full Functionality © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    20. Slide 20: CSS MySpace Broken Functionality © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    21. Slide 21: How To Do It Update content frequently   Don’t spam inboxes  Keep on top of the community  MySpace  Design in CSS ○ www.mikeindustries.com  Purchase a branded profile from MySpace or FaceBook © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    22. Slide 22: © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    23. Slide 23: © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    24. Slide 24: © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    25. Slide 25: © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    26. Slide 26: Listening To The Conversation Social media sites are populated with  people describing their preferences  Market researches pay people to tell them what they like and what sites they visit  Social media sites make this same data public for free © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    27. Slide 27: Discovering Tangential Interests Good marketing comes from  understanding your audience  Its easier to cut through the noise in an uncrowned space  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 © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    28. Slide 28: Using Del.icio.us Search Del.icio.us for the brand  category Look at related tags  © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    29. Slide 29: Using Del.icio.us Search Del.icio.us for the brand  category Look at related tags  Build profile of the target audience  SEO  Look up related items  Enter top bookmarks into Similicio.us  Build a list of sites to advertise, partner, and  compete with © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    30. Slide 30: Del.icio.us Tea Results Terms for SEO and further research:   Food, shopping, coffee, health, recipes, design, gifts Sites to partner or advertise with   thinkgeek.com  threadless.com  treehugger.com  lifehacker.com  etsy.com © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    31. Slide 31: Using Technorati Finding a key opinion leader can be a  valuable contact  Search Technorati for the brand category Switch the search to blog directory  Surf the results.  The best may not be the highest ranked  Look at what tags the blog uses   Look at who else links to them © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    32. Slide 32: What To Do With Technorati Results Build a more detailed picture of your  target audience  Advertise on the blogs  Offer a promotion  Engage in link trading © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    33. Slide 33: Creating Your Own Social Media Tap into your audiences ability to create   Chevy Tahoe create your own ad © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    34. Slide 34: © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    35. Slide 35: Creating Your Own Social Media Tap into your audiences ability to create   Chevy Tahoe create your own ad  CurrentTV www.current.tv/make/vc2/vcam © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    36. Slide 36: © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    37. Slide 37: © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    38. Slide 38: User Generated Ads Tap into your audiences ability to create   Chevy Tahoe create your own ad  CurrentTV The downside is a loss of marketing  control © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    39. Slide 39: © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    40. Slide 40: Creating Your Own Social Site Do not create another social network for  people to meet up  Create something social that makes your audience’s interests easier  Example: If you work with a wine company, create a site for people to share wine  Same goes for a glass company whose customers probably drink wine © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    41. Slide 41: © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    42. Slide 42: Creating Your Own Social Site Rather than buying an ad, sponsor an  entrepreneur  More interactive than a spot  Engages your audience  Creates a true community you can communicate with Sponsor a UI over hall or upgrade   Get access to their user statistics (don’t abuse) © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    43. Slide 43: Conclusion Advertising in social networks can be  effective, but does not create a community Think of social media as a place to  discover your audiences interests  Del.icio.us  Technorati Create sites that make these interests  easier and have your client sponsor  This will create a true community and dialog with customers © 2007 Jason D. Schwartz, jason@robberbaronmusic.com
    44. Slide 44: Contact Info I am available for speaking engagements and consulting in the digital space. Jason D. Schwartz jason@robberbaronmusic.com www.robberbaronmusic.com © 2007 Jason D. Schwartz, jason@robberbaronmusic.com

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