New Media:
What is it? And, what does it
mean for my business?
Barbra Gago

times have changed
1959 2009

old marketing tactics

new marketing tactics

But, What is Social Media?

“THE TERM MOST OFTEN REFERS TO ACTIVITIES THAT
INTEGRATE TECHNOLOGY, TELECOMMUNICATIONS,
AND SOCIAL COMMUNICATION, AND THE
CONSTRUCTION OF WORDS, PICTURES, VIDEO AND
AUDIO.”
Wikipedia.com

It’s Also An UMBRELLA Term
for: “SOCIAL” Bookmarking, Networking & News
Share and Enjoy:

And, for People Having Conversations Online
I got great
results! Yeah, this But, their
product really customer service
works! sucks!
Totally.

Conversations which are activated by...
• Wikis
• Blogs
• Forums
• Video Sharing Sites
• Photo Sharing Sites
• Social Networks
• Review Sites
• Online Chat
• Podcasts
• Virtual Worlds
• RSS

This means it’s...
Reciprocal
Lively
Empowering
Authentic Collaborative
Sincere
Open Inclusive
Dynamic
Transparent Consumer-Driven
Vigorous

and NOT...
CLOSED
EXCLUSIVE
CONTROLLED
MESSAGE-DRIVEN
GET RICH QUICK

So, Why Should I Care?

It’s an opportunity to
understand, engage & deliver

Resulting in more relevant, better developed
products or services, supported by a
foundation of solid customer relationships

Swedish Embassy in Second Life

Plus, It’s Growing!

20,000,000 Professionals

Over 100,000,000 Users

4,000,000 Users

Over 100,000,000 Videos

Wikipedia
4,000,000 Articles

1.5 Million Residents

Okay, so What is
Social Media Marketing?

Social Media Marketing combines the goals of
traditional marketing with social media’s virtually
limitless consumer touch points

SMM Objectives

Spread ideas...

Increase visibility...

So, What’s My Strategy?

First, listen

Then, participate

FIVE Simple Steps for Success

#1 Decide
who you want to reach

Forrester’s Ladder
Creators
6 Online User Profiles

Forrester’s Ladder
Creators
Critics
6 Online User Profiles

Forrester’s Ladder
Creators
Collectors
Critics
6 Online User Profiles

Forrester’s Ladder
Creators
Collectors
Critics
Joiners
6 Online User Profiles

Forrester’s Ladder
Creators
Collectors
Spectators
Critics
Joiners
6 Online User Profiles

Forrester’s Ladder
Creators
Collectors
Spectators
Critics
Inactives
Joiners
6 Online User Profiles

#2 Define your business objectives
Create BUZZ
Retention & LoyaltyGenerate Sales
Increase website traffic & number of leads
Develop a trusted brand - create “expert” status
through relevant, authoritative content
Ensure consistent branding
Provide tangible benefit to Build lists, newsletter
subscriptions, community
the community membership & interest
Increase brand awareness

#3 Develop
a plan and stick to it

#4 Determine
what tools you will need
90%
10%

#5 Delegate the day-to-day

SMM Best Practices

Transparency

Participation

CISCO 12 Corporate Blogs

COMCAST Micro Blogging Customer Support

ADOBE Bookmarking Tutorials

APPLE Faceboook Group for Students

ACURA Desktop Widgets for Traffic

ALLTOP YouTube for How-To Videos

SMM Worst Practices

POS-IT Stealing your Consumer’s Idea

UNTIED Self-promotion

Thank You!
barbragago@gmail.com