Why Social Media is Critical for Your Business

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4 comments

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+ Dan Engstrom 2 weeks ago
Third goal. I meant the third goal - getting input INTO the company. Mea culpa.
+ Barbra Gago 2 weeks ago
Hi Dan

Thanks for the comments. I’m not sure what you are referring to as far as 'thjird gola' if you have any questions though, let me know.

Thanks!! Barbra
+ Dan Engstrom 2 weeks ago
BTW, 'thjird gola' apparently is a small café outside of Delft, Holland. Or it is just me being sloppy on the keyboard.
+ Dan Engstrom 2 weeks ago
Great presentation. Easy to follow, inspirational and graphically striking. Personally, I could have use some more input on the thjird gola of Social Media use; getting input from outside of the company. Thanks for uploading! Dan Engstrom, @KonradKrabba at twitter

Notes on slide 1

Paradigm shift, how and when info is give, heard, etc.

People receive over 3,000 messages a day. And, only 14% trust advertisements, 90% of people who can skip commercials do, and only 18% of TV generate positive ROI

This is a system based on an interruption, its a monologue that is a message-driven ONLY one-way conversation, giving consumers no choice, and the stress of bombardment .

Outbound marketing consists of traditional marketing tactics such as; telemarketing, direct mail, eBlasts, outdoor, etc. It is throwing a message out there and hoping it sticks to a few.

First, 78% trust recommendations of other consumers (14% vs. 78%)

“Inbound marketing” which encompasses new media is a permission based model, it’s a dialogue (discussion) where the messages are collaborative and social.

The consumer decides how the brand should communicate with them, and then is engaged in a deeper relationship with the brand because of it.

Tactics include; SEM, Blogging & Social Media, the internet makes it quick and easy for consumers to learn and shop.

Which basically means people having conversations online about things they like (and don’t).
Conversing & Sharing Ideas, being evangelists for products they love! Spreading ideas, really fast!

Umbrella Term for Social Networks, Social Bookmarks (organizing & sharing) and Social News Sites (voting system), and, from a marketing stand point it is generally all User Generated Content that is found and used online

“Social Media” is a space that’s constantly growing ad becoming more and more segmented. Small groups of people that are interested in very specific things are sharing their ideas on a daily basis through these mediums

For One: TOmorrow consumers are today’s digital natives (by 2010 meliena and gen yers will out number baby boomers)

Two: It’s a unique opportunity. People are talking about your brand, 34% post opinions on their blog, 36% think more positively about companies w/ blogs

Three: SMM will increase your overall brand awareness by a). creating initial buzz & site traffic, b). mentions and links from major news medias, and influencers in your market c). Authoritative back links that will increase your SEO

A unique opportunity to understand, engage & deliver.

Aside from the obvious, it gives greater insight into your consumers minds. Old ways of measuring success are not working - focus groups and surveys, people are not honest, social media provides and environment that encourages honesty, people on their own accord are providing true & honest feedback w/o being prompted by a brand

73% read a blog, 45% start their own, 39% subcribe to Rss, 57% join a social network, 83% watch online videos

(With the end result being...) By using social media you will also be improving your SEO, building links from credible sources, and creating a stronger awareness. It also creates an opportunity for people to feel ownership of the brand

The opportunity is growing and becoming more segmented

20 Million - Professional Newtwork

100 Million - Social Network

4 Million - Micro Blogging

100 Million - Video

Harness- How to capitalize from using social media marketing tactics

Social Media Marketing Objectives, spread ideas, increase visibility, and possibly sell a product or service but also to enable, influence and inspire!

Which may become viral, and ultimately increase your brand awareness

5 Simple steps, Listen & Participate

It's all about conversations, the best communicators start by being the best listeners. People are talking about you, so find out what they are saying (google alerts) review sites (yelp) etc. Like learning a new language - immersion!

They listen to contributors, to community participants, to experts of feilds

“Tell us what you really want tactic” Allows users post suggestions on how to improve products, brand must be active though, and actively monitoring; this sets expectation that Starbucks will enable conversation, join in and connect people

Stage coach island - virtual world / online community, Electronic office for banking, Guided by History, first corporate blog, student loan - tips tricks, news resources, etc. All branded differently

Social Network for small businesses, don’t have to be bank of america customer. Share stories, find experts for advice, attend web events, read blog, etc.

$1 Billion in Online Sales, “Fan” of page papa johns on facebook and get a free pizza
Dominos tried TiVo, through special features, order from your TV

Consistency
Transparency
Tactical - Newsletter, blogging, engagement w/ community, free information, micro blogging, social network pages, social networks

Be active in the communities

With the tools you decide to embrace, be consistent. Post blogs on a regular basis, publish new videos, comment on forums, comment back to users. Once you enter this arena they will have expectations

Be honest with people & share. This helps them understand where you are coming from (government processes) but it also builds trust and loyalty, be ethical
CEO blog, etc.

Blogging: Cisco 12 corporate blogs (wells fargo)

Microblogging on Twitter - Customer Support

Social Bookmarking: Adobe uses social bookmarking account to share tutorials

Social Networks: Apple facebook group for students

Widgets: Acura using desktop widgets to give traffic conditions

Video: Alltop - content aggregation software. Use Youtube to promote services, and products w/ how-to video.

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maxOz, Director of Marketing at maxOz, favorited this 3 weeks ago
Tags content inbound advertising networking strateg

Why Social Media is Critical for Your Business - Presentation Transcript

Why Social Media is Critical for Your Business
times have changed
old marketing tactics
new marketing tactics
So what’s social media?
“THE TERM MOST OFTEN REFERS TO ACTIVITIES THAT INTEGRATE TECHNOLOGY, TELECOMMUNICATIONS, SOCIAL COMMUNICATION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEO AND AUDIO.” Wikipedia.com
aka: people having conversations online I got great results! Yeah, this But, their product really customer service works! sucks! Totally.
It’s also an UMBRELLA term for; Social bookmarking, networking & news Share and Enjoy:
And it’s activated by... • Wikis • Blogs • Forums • Video Sharing Sites • Photo Sharing Sites • Social Networks • Review Sites • Online Chat • Podcasts • Virtual Worlds • RSS
Which makes it... Reciprocal Lively Empowering Authentic Collaborative Sincere Open Inclusive Dynamic Transparent Consumer-Driven Vigorous
and NOT... CLOSED EXCLUSIVE CONTROLLED MESSAGE-DRIVEN GET RICH QUICK
Great but, 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
Plus, It’s Growing!
20,000,000 Professionals
Over 100,000,000 Users
4,000,000 Users
Over 100,000,000 Videos
Okay, then what’s Social Media Marketing?
Social Media Marketing combines the goals of traditional marketing with social media’s virtually unlimited consumer touch points through constant engagement & participation
2 Main Objectives
Spread ideas...
Increase visibility...
Then what’s my strategy?
First, listen
Then, participate
But, how?
Build: a Community to host a Discussion
Create: “expert” Content
Participate: be Available to give advice and support
Meet in the Middle: Converse in their realm
Social Media Marketing Best Practices
Consistency
Participation
Transparency
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
Thank You! Converse with Me Website: Barbragago.com Email: BarbraGago@Gmail Twitter: @BarbraGago