Building Marketing Strategies in Social Networks

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Presented by Angela Connor at Triangle AMA Social Media Bootcamp 2010 on June 10, 2010.

Presented by Angela Connor at Triangle AMA Social Media Bootcamp 2010 on June 10, 2010.

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  • This is the million dollar question


  • 1. Angela Connor
    Social Media Bootcamp
    June 10, 2010
    Building Marketing Strategies in Social Networks
  • 2. Let’s get one thing straight
    Discounts and Deals
    A gazillion product mentions
    Hard selling
    Did I say Viagra?
    Friendly banter=ulterior motive
  • 3. Spam is a canned precooked meat product made by the Hormel Foods Corporation. The labeled ingredients in the classic variety of Spam are chopped pork shoulder meat with ham meat added, salt, water, modified potato starch as a binder, and sodium nitrite to help keep its color.
    Spam Defined
  • 4. “Any unwanted information given to you merely because you exist.
    “Anything indiscriminate and unsolicited, including "humor" and urban legends blasted to exposed personal mailing lists.”
    “Spam is an "eye of the beholder" issue. I don't believe that it has anything to do with position or industry, or even with the intent of the sender… but rather, with the receiver's state of mind at that particular point in time when they turn their attention to that particular communication.”
    Spam Defined
  • 5. “The most annoying thing about Facebook for me are the endless event invitations and promotional messages in my inbox. If I'm interested in an event, I'll remember - don't keep spamming me a million times a day!”
    “The funny thing with spam is that people who send that for marketing purposes do worse job in terms of planning than those who write viruses that spread via email. It would be very easy to personalize the message and to get a target list of people who really might be interested.”
    Perceptions of Spam
  • 6. Shame, shame, shame!
  • 7. Every community is different
  • 8. Do Your Research
    Learn the Culture
    Develop an Approach
  • 9. Do Your Research
    Search relevant topics (social search also)
    Visit and
    Peruse comments via
    Don’t forget Yahoo and Google Groups
  • 10. Do your research
    Identify your targets
    “When promoting a food and wine festival, I found communities for wine lovers (such as to reach out to that obvious audience as well as communities discussing travel or vacation plans (such as to promote the summer festival aspect of the event.”
    “I am active in several coffee forums and drop by daily to contribute to their content. By offering coffee to contests, promotions and having sidebar ads for clicking on these relevant sites, I get business too.”
  • 11. Do your research
    Identify your targets
    “It’s been a complete waste of time and money,” Smith says. Most of the people who contacted Brownstone PR via Facebook turned out to be crackpots and frauds who led the firm down blind alleys or tried to get free PR services. Facebook has proven pointless, particularly for our target audience,” she says.”
    “The so-called friends one meets there will gladly share their vacation photos with you but they don’t want your business marketing materials,” says Steve Gallegos, a commercial photographer from Dallas who’s spent hundreds of hours on Facebook trying to generate business for his company.
  • 12. Your target audience may not be on Facebook.
    And that’s okay!
  • 13. 5. the behaviors and beliefs, characteristic of a particular social, ethnic, or age group: the youth culture; the drug culture.
    Culture Defined
  • 14. Learn the Culture
    Read the community guidelines
    Get to know traffic patterns
    Find what resonates with the community
    Identify the influencers
    Read a boatload of content
  • 15. Develop an Approach
    Contact the admin or organizer
    Identify and communicate with influencers
    Become a member
    Reach out to specific members
    Run for the hills
  • 16. Our brand is huge, you’re lucky we’re here
    People love our products
    I’m a big-time popular highly paid executive
    We paid a fortune to build/create product X
    We’re better than everyone else
    None of these will work
    Wrong approach
  • 17. Rules to Live By
    Avoid the hard sell
    Don’t be obnoxious or pompous
    Look before you leap
    Don’t argue publicly
    Look for opportunities across many networks
    Be honest, forthright and transparent
  • 18. I want to interact in this community because…
  • 19. Advice From the Trenches
    “…Target the narrowest niche possible. Be really specific and find your 1000 or even 100 true fans.”
    I get most of my business from a forum for women in business. I've had some from LinkedIn and Facebook as well. In all cases, it was because I offered expertise and tips…”
    “Provide information about your company and products, but don't try to sell anything. Let your products sell themselves, and let people come to you.”
    “I’m active in several coffee forums and drop by daily to contribute to their content. By offering coffee to contests, promotions and having sidebar ads on these relevant sites, I get business too.”
    “specifically target your audience”
  • 20. Takeaways
    Avoid the ‘blanket’ approach
    Do more than sell
    Talk to people WHERE they are
    Develop a voice and approach
    Make a time commitment
    Understand that not everything will work
  • 21. Angela Connor of Capstrat
    Twitter: @communitygirl
    LinkedIn: Angela Connor
    Capstrat Insights
    Stay in Touch!