Web 2.0 Marketing,
Social Media and Public Relations
How The Internet Has Changed & How To
Make It a Marketing Competitive Advantage
Internet web 1.0
When the internet was young the
formula for success was easier.
Design & build a good website
User friendly; inviting, informative
Valuable to target market, useful & fun
Current & timely and refreshed often
+ Identify key words
ensuring content is
linked well for search
Internet web 2.0
Today, the older formula doesn’t work by
The best designed website today may
still not get good customers to use it
The question is
why is the standard
# of Visitors:
The Internet and its effect on web
“The rate of the web's growth has been and continues to
be exponential… the Web had a doubling period of under
3 -6 months.” Matthew Gray, MIT (Massachusetts Institute of Technology)
Web 2.0 is Built On The Power Of The
• Tribal Marketing - we are in the midst of the „ re-tribing ‟ of
America. It‟s a phenomenon spawned and fed by many forces
• People need:
Sense of identity
• We‟re no longer contained by geographical boundaries
because of universal connectivity, 24/7.
• We hunger to belong to some group or institution that reflects
true expression of self, not one imposed by convention
• We‟re willing to embrace the worlds of aesthetics and feelings
as legitimate areas of serious discourse and economic value.
• We now recognize that successful brands reside in the
amygdala, within the brain‟s frontal lobe, the place of emotion,
visual memory, and pleasure; therefore we recognizing
purchase behavior is not rational.
Social Media Is The New Tribal Center
Through the internet, via tools such as; Facebook,
My Space, LinkedIn, and private blog sites… the
“The Mob Mentality” – Create trust or die
Word of mouth – I will believe
What is Social Media Marketing?
• Uses “Word of Mouth” in a whole new way
• Scope - Giving people a reason to talk about your
products and services, and making it easier for that
conversation to take place.
Look, there is gotta be a better way to
get their attention
The Basic Elements
• Educating people about your products and services
• Identifying people most likely to share their opinions
• Providing tools that make it easier to share information
• Studying how, where, & when opinions are being
• Listening and responding to supporters,
detractors, and neutrals
How To Make It Work For You
Word of mouth marketing isn‟t about creating word of
mouth -- it‟s learning how to make it work within a
Word of Mouth Can Be Encouraged &
Facilitated To Develop Relationships.
Companies can work hard to make people
happier, they can listen to consumers, they can
make it easier for them to tell their friends, and they
can make certain that influential individuals know
about the good qualities of a product or service.
Types of Social Media Marketing
• Buzz Marketing: Using high-profile entertainment or news to
get people to talk about your brand.
• Viral Marketing: Creating entertaining or informative
messages that are designed to be passed along in an
exponential fashion, often electronically or by email.
• Community Marketing: Forming or supporting niche
communities that are likely to share interests about the brand
(such as user groups, fan clubs, and discussion forums);
providing tools, content, and information to support those
• Grassroots Marketing: Organizing and motivating
volunteers to engage in personal or local outreach.
• Evangelist Marketing: Cultivating evangelists, advocates,
or volunteers who are encouraged to take a leadership role in
actively spreading the word on your behalf.
• Product Seeding: Placing the right product into the right
hands at the right time, providing information or samples to
Types of Social Media Marketing cont.
• Influencer Marketing: Identifying key communities
and opinion leaders who are likely to talk about
products and have the ability to influence the
opinions of others.
• Cause Marketing: Supporting social causes to earn
respect and support from people who feel strongly
about the cause.
• Conversation Creation: Interesting or fun
advertising, emails, catch phrases, entertainment, or
promotions designed to start word of mouth activity.
• Brand Blogging: Creating blogs and participating in
the blogosphere, in the spirit of open, transparent
communications; sharing information of value that
the blog community may talk about.
• Referral Programs: Creating tools that enable
satisfied customers to refer their friends.
Word of mouth beats paid
• 82% of the Fortune 500 are already using Social
• So are 47% of Chief Marketing Officers according to
• Has a larger impact on SEO/SEM than old keyword
• Some Social Media sites get MORE daily traffic than
What Types Of Activities Are They
Using Social Media Marketers For?
Marketers launch campaigns designed to encourage
or accelerate WOM in existing or new communities.
Practices that amplify word of mouth activity
• Creating communities
• Developing tools that enable people to share their
• Motivating advocates and evangelists to actively
promote a product
• Giving advocates information that they can share
• Using advertising or publicity designed to create buzz or
start a conversation
• Identifying and reaching out to influential individuals and
• Researching and tracking online conversations
Social Media Strategies I
Developing tools to make telling a friend
Creating forums and feedback tools
Working with social networks
Social Media Strategies II
Giving people something to talk about
Information that can be shared or forwarded
Advertising, stunts, and other publicity that
Building WOM-worthy elements into products
Social Media Strategies III
Creating communities and connecting
Creating user groups and fan clubs
Supporting independent groups that form
around your product
Hosting discussions and message boards
about your products
Enabling grassroots organization such as
local meetings and other real-world
Social Media Strategies IV
Working with influential communities
Finding people who are likely to
respond to your message
Identifying people who are able to
influence your target customers
Informing these individuals about what
you do and encouraging them to spread
Create good-faith efforts to support
issues and causes that are important to
Social Media Strategies V
Creating evangelist or advocate programs
Providing recognition and tools to active
Recruiting new advocates, teaching
them about the benefits of your products, and
encouraging them to talk about them
Social Media Strategies VI
Engaging in transparent conversation
Encouraging two-way conversations with
Creating blogs and other tools to share
Participating openly on online blogs and
Social Media Strategies VII
Co-creation and information sharing
Involving consumers in marketing and
creative (feedback on creative campaigns,
allowing them to create commercials, etc.)
Letting customers “behind the curtain” to have
first access to information and content
How to launch your own Social
• Pick one of the strategies
• Develop a dialogue
• Promote it
What we do
• Develop an optimized Social Media campaign
employing several strategies linked together.
• Create the content tools– blog, email, video, ect.
• Move your brand to number one in your
category and target referral traffic.
• Increase website traffic using these techniques.
• Generate more offline referrals for online clients
You can‟t wait if you want to
• Must start laying foundation
• Categories are highly
• Last one entering the market
loses the competitive
To begin your
Web 2.0 Marketing,
Social Media and Public Relations