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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