Traditional marketing: Product, price it, place in market, promote it. Social media marketing: Filtering, aggregating, & delivering content, in a context that helps people make connections w/people, products, & brands they can build a community around.
There are many companies who are doing social media the right way.
Starbucks created a website that asks customers for their input; and encourages them to vote on others’ ideas. They also post status updates on current ideas that are being implemented.
IBM allows its employees to blog about what they are currently doing in their jobs, which offers the audience a peek behind the scenes, and a direct connection with its employees.
Comcast searches for customer complaints on Twitter, and addresses each complaint, one by one.
Comcast: Here you can see where Bill Gerth, the customer service agent is trying to help a customer.
Blendtec uses video to demonstrate how their product works.
Accenture publishes free downloadable podcasts on a multitude of topics for various industries.
Their fans communicate and interact with each other. Contests allow the community to create additional exposure for the brand across its members’ social networks.
ConnectWise’s Facebook page provides conference & event updates, engages members in discussion, shares photos and videos of community members and allows members to post them as well.
ConnectWise also take care of customer service issues as seen on a recent wall post.
This is where you would show how to navigate some of the basic sites. You can replace each link with your own links.
Use examples – TJ Maxx, Facebook, etc. Emphasis is on managing your security when in a public place.
Put your own info here!
Transcript of "Social Media 101"
Social Media 101An overview<br />Faye E. Oney<br />Marketing Consultant<br />Oct. 20, 2010<br />
The Internet is a public place<br />Nearly 2 billion people are currently online.<br />75% of Internet users worldwide visit a social network or blog when they go online.<br />The average user spent 6 hours on social media sites in April ‘10 (up from 3.5 hrs. in ‘09)<br />By 2014, social networking services will replace email as the primary communication tool for 20% of business users.<br />Sources: internetworldstats.com, mashable.com, venturebeat.com<br />
Social media defined<br />Any tool or service that uses the Internet to facilitate conversations <br />Brian Solis, Engage!<br />The use of technology combined with social interaction to create or co-create value. <br />John Jantsch, Duct Tape Marketing<br />A world where anyone can be a publisher, reporter, artist, filmmaker, photographer, or pundit.<br />Teradata, Social Media Guidebook<br />
Social media is not:<br />Social media is:<br />Advertising platform<br />Sales tool<br />One-way marketing<br />Self-promotion<br />Online tools to build communities<br />Community<br />Relationships<br />Conversations<br />Dialogue<br />Contribution<br />Publishing<br />Sharing/collaborating<br />Transparency<br />
Traditional marketing vs.Social media marketing<br />Traditional marketing<br />1-way communication<br />Social media marketing 2-way communication<br />Advertising – broadcast, print media, outdoor, etc.<br />Sales promotion<br />PR<br />Personal selling<br />Special events<br />Direct marketing – direct mail, email marketing, etc.<br />4 Ps: Product, Price, Place, Promotion<br />Starts with listening to customers<br />Engage with them-ask for their opinion<br />Provide value<br />No sales pitch!<br />4 Cs: Content, Context, Connections, Community<br />
Examples of companies doing social media the right way<br />
Security and privacy<br />Online security breaches can happen anywhere – banks, credit card companies, even your website. <br />Always adjust your privacy/security settings when creating a personal profile on Facebook, MySpace, or ANY personal site.<br />Do not put personal information such as your phone number and address in your Facebook profile.<br />View the privacy settings on LinkedIn, and set according to how you want people to view your profile.<br />