one to one communication This is a topic that many people are looking for. newyorkcityvoices.org is a channel providing useful information about learning, life, digital marketing and online courses …. it will help you have an overview and solid multi-faceted knowledge . Today, newyorkcityvoices.org would like to introduce to you The Power of One-to-One Communication – YouTube. Following along are instructions in the video below:
“When you think about social media. It s a huge problem for brands right because because we haven t even as long as it s been around cracked. This advertising. Thing we re still trying to figure out if tv commercials work.
We re still trying to figure out what kind of media. Buying strategies work. We re still trying to figure out what makes a good tv commercial. A good tv commercial.
One of the the challenges with this is what josh will talk about there s kind of two spectrums to this first and foremost brands. Get scared because we re told that to do this effectively. It s a it s a tech problem and you need a room full of brilliant young kids with tons of monitors with lots of graphs and lots of charts. And it s a tech problem.
And it s a very expensive tech problem to fix the next kind of scary part that makes us it makes it really hard to get into is when you mess up there s no taking it back. When you mess up the whole world knows you can t erase that screw up and your screw up. Then is remixed by thousands and thousands of people and it s viewed by millions. Upon millions of people and the challenges that when brands think about how they re gonna go be social.
This is the kind of thing that they do so they ll go on facebook and and no disrespect. If you re from oreo here. But you put something up on facebook..
That s essentially a broadcast message hey. I m oreo cookies would you click like on my page. Which again helps me broadcast. My message further and that s kind of it no response.
No thank you so did we get to this example. They talked about the old spice thing and and make no mistake. This is traditional advertising at its best despite the fact that it s shown on youtube. Doesn t make it social.
It was a challenge that was handed to josh and i was how do we start to make this thing more social. So we ve got a really a team of really really smart people who came up with something really smart is let s just take this same person and have him communicate on a one to one basis on youtube. So if you don t know the story the old spice guy who is is well loved spent two whole days. Creating youtube videos for individual people.
What the the idea that this was one to one is what made it interesting and and the the idea that the old spice guy would come off of this big brand mountain and talk to you and engage with you then led communities to start creating for the old spice guy. So we did some really specific things with a couple of online communities alongside of this in terms of talking specific to them and generated a ton of stuff from it s played a little bit of reddit and digg you know off of each other at the times. When reddit and digg were kind of competing to be that that number one news aggregation site and digg was going through redesigns. There s a lot of people kind of watching that these two sites also move tons of traffic around on the internet.
But they also have a specific language. When you go into reddit to talk to reddit you do what s called a timestamp you hold up a piece of paper take a picture of yourself. It..
Says hi reddit. That has the date on that piece of paper. So we had the old spice guy start his morning by doing a time stamp on reddit. So he s going into these communities that again buy my kind of classic advertising definition are not huge communities.
He s speaking their language and engaging them in conversation. What does that inspire them to do they inspired him to do all kinds of interesting things so we had fans go off and create an old spice voicemail generator for us. So a tool consumers could use to have the old spice guy actually be their voice mail message right because if you re out there trying to have all those one to one conversations you re not going to be able to do it. But if you inspire this community.
You inspire a group of people by speaking their language. Though they will go out and speak on your behalf. So the classic advertising model right you take your budget you take 80 percent of it that s what you re going to spend paying for distribution. So you re gonna spend paying for media.
They spent twenty percent of that budget actually making the thing that you re going to distribute that model is in constant flux and on all of those things i can tell you that the you know distribution of dollars was nowhere close to that so we spent a lot more money making things for you know these smaller groups and keeping those groups entertained than we did you know paying for media distribution. But in the end. What we got out of that is pretty similar numbers in media distribution. We also got heck of a lot more passionate fan base out of it so rather than just you know a fly by you know bus ad or a television commercial.
You now have this community that things should listen to them and things should care and hopefully you do if you re doing this stuff. d the brand store so let s click here and here. You can see a preview of how your site is going to look once you import this sample site so to import this site into your site just click install plugins and click import this site so now the sample site has been imported so let s see how our site looks now if we go to this tab..
You can see that this is how our site was before it was completely empty now if we click refresh you can see that we have got the entire ecommerce site into our site. Now. This is the fully working ecommerce site. Which means if we click on a product.
Here you can see the details about the product. And you can add it to cart and then we can view the cart and then we can also proceed to checkout so we get all of these options right after we import the sample site. So now we have successfully imported our sample ecommerce site. Okay so once you have imported the sample site.
We can now go to part 3. Where we see how you can start using this e commerce site. So to start using our ecommerce site. We re going to first set up our store our store is the place where your customers can see your products and then purchase them so once you set up your store your site will have your own products and your visitors will be able to buy those products.
So let s go to our store. And you can see that we have these sample products now to set up our store. We re going to do 4 steps. The 1st step is to delete all of these sample products so to delete them let s go to our dashboard and then click products and here you can see all the sample products.
Which we have here now to delete the sample products just click here to select all the products and then click here select move to trash and click apply so now we ve deleted all the sample products so now if we go to our store and click refresh. You can see that all the products have been removed. Once you ve removed all the sample products next..
Let s see how you can add your own product now to add your own product. Just go back to your products page and click add new now to add a new product. All you have to do is enter the product name it s price and some details about the product. So first let s enter the product name i want to sell a tshirt so i m going to enter that and here.
I m going to enter the price. And then some details about the product. Okay so once you ve added. These details you can now add your product image.
So to add the image just click set product image and then drag drop your image from your computer. And as you can see your image has been added so now we have added all the details about the product. So let s click publish and now if we click our store page. You can see that we have our product now if we click on this product.
You can see that we can now add this product to our cart. So now we have successfully added our product. So you can add any number of products you want in the same way so to add a product. All you have to do is just go to products and click add new okay.
So next let s go to the 3rd step of setting up our store. Which is to change our currency now here you can see that we have a different currency now to change this currency to rupee just go to your dashboard and then go ” ..
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Jason Clement and Josh Millrod, both of Wieden+Kennedy, talk at BRITE 11 about the challenges and benefits of social marketing.
The BRITE 11 conference on brands, innovation, and technology was hosted by the Center on Global Brand Leadership at Columbia Business School.
Learn more at http://www8.gsb.columbia.edu/globalbrands
branding, social, brite, columbia, business, school, marketing