Web 2.0 Marketing,
Social Media and Public Relations



       www.LeiliMcKinley.com
Web 2.0
               Marketing



 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...
Internet web 2.0
           Today, the older formula doesn’t work by
                             itself.


The best desig...
The Changing Internet
The Internet and its effect on web
                  growth
“The rate of the web's growth has been and continues to
be exp...
Web 2.0 is Built On The Power Of The
                  TRIBE
• Tribal Marketing - we are in the midst of the „ re-tribing ...
Social Media Is The New Tribal Center
Through the internet, via tools such as; Facebook,
My Space, LinkedIn, and private b...
What is Social Media Marketing?
• Uses “Word of Mouth” in a whole new way
• Scope - Giving people a reason to talk about y...
The Basic Elements
• Educating people about your products and services
• Identifying people most likely to share their opi...
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 wo...
Word of Mouth Can Be Encouraged &
Facilitated To Develop Relationships.
 Companies can work hard to make people
 happier, ...
Types of Social Media Marketing
• Buzz Marketing: Using high-profile entertainment or news to
  get people to talk about y...
Types of Social Media Marketing cont.
• Influencer Marketing: Identifying key communities
  and opinion leaders who are li...
Word of mouth beats paid
              marketing
• 82% of the Fortune 500 are already using Social
  Media Marketing.
• So...
What Types Of Activities Are They
Using Social Media Marketers For?
 Marketers launch campaigns designed to encourage
 or ...
Social Media Strategies
Social Media Strategies I
Encouraging communications
  Developing tools to make telling a friend
   easier
  Creating fo...
Social Media Strategies II
Giving people something to talk about
  Information that can be shared or forwarded
  Adverti...
Social Media Strategies III
Creating communities and connecting
 people
  Creating user groups and fan clubs
  Supportin...
Social Media Strategies IV
Working with influential communities
Finding people who are likely to
 respond to your message...
Social Media Strategies V
Creating evangelist or advocate programs
  Providing recognition and tools to active
   advocat...
Social Media Strategies VI
Engaging in transparent conversation
  Encouraging two-way conversations with
   interested pa...
Social Media Strategies VII
Co-creation and information sharing
  Involving consumers in marketing and
   creative (feedb...
How to launch your own Social
         Media Campaign
• 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 conte...
You can‟t wait if you want to
      dominate!
       • Must start laying foundation
         now.
       • Categories are ...
To begin your
       Web 2.0 Marketing,
Social Media and Public Relations



             Visit
    www.LeiliMcKinley.com
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Web 2.0 how to make it a competitive advantage

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How the web has changed and how to make it into a competitive advantage

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Web 2.0 how to make it a competitive advantage

  1. 1. Web 2.0 Marketing, Social Media and Public Relations www.LeiliMcKinley.com
  2. 2. Web 2.0 Marketing How The Internet Has Changed & How To Make It a Marketing Competitive Advantage
  3. 3. 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 for meta-tags, ensuring content is linked well for search Customer = engines using site
  4. 4. Internet web 2.0 Today, the older formula doesn’t work by itself. The best designed website today may still not get good customers to use it The question is why is the standard formula not working ? # of Visitors: 000 03
  5. 5. The Changing Internet
  6. 6. The Internet and its effect on web growth “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)
  7. 7. Web 2.0 is Built On The Power Of The TRIBE • Tribal Marketing - we are in the midst of the „ re-tribing ‟ of America. It‟s a phenomenon spawned and fed by many forces at once: • People need:  To belong  Sense of identity  Community • 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.
  8. 8. Social Media Is The New Tribal Center Through the internet, via tools such as; Facebook, My Space, LinkedIn, and private blog sites… the tribes communicate  “The Mob Mentality” – Create trust or die  Word of mouth – I will believe
  9. 9. 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
  10. 10. 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 shared • Listening and responding to supporters, detractors, and neutrals
  11. 11. 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 marketing objective.
  12. 12. 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.
  13. 13. 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 communities. • 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 influential individuals.
  14. 14. 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.
  15. 15. Word of mouth beats paid marketing • 82% of the Fortune 500 are already using Social Media Marketing. • So are 47% of Chief Marketing Officers according to recent studies. • Has a larger impact on SEO/SEM than old keyword strategies. • Some Social Media sites get MORE daily traffic than Google!!!!
  16. 16. 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 include: • Creating communities • Developing tools that enable people to share their opinions • 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 communities • Researching and tracking online conversations
  17. 17. Social Media Strategies
  18. 18. Social Media Strategies I Encouraging communications Developing tools to make telling a friend easier Creating forums and feedback tools Working with social networks
  19. 19. Social Media Strategies II Giving people something to talk about Information that can be shared or forwarded Advertising, stunts, and other publicity that encourages conversation Building WOM-worthy elements into products
  20. 20. Social Media Strategies III Creating communities and connecting people 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 participation
  21. 21. 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 the word Create good-faith efforts to support issues and causes that are important to these individuals
  22. 22. Social Media Strategies V Creating evangelist or advocate programs Providing recognition and tools to active advocates Recruiting new advocates, teaching them about the benefits of your products, and encouraging them to talk about them
  23. 23. Social Media Strategies VI Engaging in transparent conversation Encouraging two-way conversations with interested parties Creating blogs and other tools to share information Participating openly on online blogs and discussions
  24. 24. 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
  25. 25. How to launch your own Social Media Campaign • Pick one of the strategies • Develop a dialogue • Promote it
  26. 26. 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
  27. 27. You can‟t wait if you want to dominate! • Must start laying foundation now. • Categories are highly competitive. • Last one entering the market loses the competitive advantage.
  28. 28. To begin your Web 2.0 Marketing, Social Media and Public Relations Visit www.LeiliMcKinley.com

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