社群媒體5大魔力社群媒體的行銷應用平台與經營模式

Erik HartmannGoogle 策略商務拓展

The Social Web

“The web is better when it's social.”

David Glazer, Google Engineering Director

Collaboration Is Social

Sharing Is Social

Communication Is Social

Updates Are Social

Relationships Are Social

Profiles Are Social

Social Media for E-MarketingApplications and Platforms to Leverage the Social Web

Fighting Fire With Fire

DIGITAL & DIGITAL & INTERNET INTERNET

TECHNOLOGYTECHNOLOGY

• Market insight & agility• Increase sales longevity• Evaluate business models• Direct relation w. readers• Reader acquisition• Viral marketing

• Piracy, Self-publishing• Shifting sales channels• Lowered price tolerance• Print sales cannibalization• Changing reading habits

Search: Tear Down Walled Gardens

Readers Want a Preview

Blog / News to Enhance Your SiteFresh information creates buzz & build an audience

•Publicity blog•Industry news blog•CEO blog•Author blog

http://litlicense.blogspot.com/2009/02/lit-blogs-drive-purchasing-decisions.html

User Groups & Forums

Share Your Time

Conferences, author events and trade shows can all be listed easily on an embedded Google Calendar on your site

YouTube

(Traffic to embedded videos on your site accrues to total YouTube traffic and improves the ranking) http://www.youtube.com/profile_videos?user=BookVideosTV&p=v

Develop a Following

Readers can subscribe to your Twitter account to follow updates

Podcasts

• Record articles, interviews with authors or monthly show of top titles

• Cross-promote using iTunes, bloggers, YouTube (can use still image w/ audio)

• Set up feeds so that users can subscribe and come back for more

Creating Communities

Social networks help communities form around shared interests

Sharing

Use to update RSS feeds across multiplesocial networks, even send email blasts and newsletters!

Don’t Aggregate, Syndicate

• Common APIs for accessing social datao People o Activitieso App Data

• JavaScript, REST, and RPC implementations• Newest version, 0.9, just released

Gadgets for Syndication

OpenSocial Containers

®friendster

Large Reach

… and more to come!

Gadgets and Containers

Gadgets and Containers

• Consistent look and feel across networks

• Rapid deployment

• Fluid interfaces

• Enhanced user experience

Option 1: iGoogle

27

Established user-base

Sandbox supports OpenSocial

Option 2: Gadget Ads

28

• Rich Media Ad Format

• Take your content out to where your users are actively engaged

• Interaction Tracking

• Uses OpenSocial (gadgets, REST/RPC)

• Allows site owners to mix in social data to existing sites

• Cut and paste or deep integrations

Google Friend Connect

Earn revenue by displaying targeted text and image ads in your feed. Ad targeting is optimized for RSS feeds, ensuring relevant, user-friendly ads.

FeedBurner + AdSense for Feeds

Analyze, publicize and monetize your feeds

Am I creating effective content?

How can I make my marketing campaigns more effective & accountable?

How are users engagingwith my site?

Google Analytics is 100% free, quick to install and easy to use

Where and why are visitors abandoning my shopping cart?

Analytics: Answers to Difficult Questions

How do I improve site interaction?

Free site content optimization tool for AdWordscustomers that helps you test and compare effectiveness of content on your web site

Reports – Timbuktu BikesRunning Pause I Stop I Settings I Copy

• Test alternative headlines, images, and promotional copy –up to 10,000 combinations

• Learn which landing pages and page components drive the highest conversion rates

Reports – Timbuktu BikesRunning Pause I Stop I Settings I Copy

Website Optimizer

Thank You!

Erik Hartmann