Social Media As The New Marketing Medium Slide Share


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Social Media As The New Marketing Medium Slide Share

  1. 1. Business Growth Alliance Presents Social Media THE NEW MARKETING MEDIUM: March 17 th , 2010 Tuning into the CONVERSATION Powered by SmallWerks
  2. 2. Social Media Statistics <ul><li>Gen Y has outnumbered Baby Boomers. 96% are using social media 16+ hrs/week. </li></ul><ul><li>Customers care more about how social media ranks products/services over Google. </li></ul><ul><li>3 out of 4 Americans use social media and spend more time there than on email. </li></ul><ul><li>93% of social media users believe that a company should have a presence in social media. </li></ul>Powered by SmallWerks
  3. 3. What is Social Media? <ul><li>Social Media Marketing: A way of doing business, not a campaign. </li></ul><ul><li>DEFINED: Interactive media using online tools to connect people. </li></ul><ul><li>  </li></ul><ul><li>Inbound Marketing: Two-way communication for attractional & authentic marketing. </li></ul><ul><li>TIP: Review how your business has had one-directional marketing. </li></ul><ul><li>Assess where getting feedback from clients can improve your </li></ul><ul><li>current marketing efforts and product development. </li></ul>Powered by SmallWerks
  4. 4. Corporate Gains Reach & Credibility     GIVEN: People trust people.   CHANGE: 78% of all consumers, now trust other people, even strangers, and their peer recommendations over traditional advertising. SHIFT: Your clients & their opinions have become your best marketing. Small efforts now have huge gains. Build buzz. Support sales.   Powered by SmallWerks
  5. 5. Social Media Engagement   Social Media is viral credibility, all about engagement.   TIP: Listen to consumers. Watch your business name online.   More people will get exposed to you, refer you business, and give you organic credibility to yet a larger mass of people. Best practice is to facilitate opportunities to have consumers interact with your brand.   Corporation < --- > Consumer Powered by SmallWerks
  6. 6. ACTION TIP: Engage <ul><li>Take this first action step to engage with your clients today: </li></ul><ul><li>Organize an event where consumers can engage with your brand and other consumers. </li></ul><ul><li>  </li></ul><ul><li>Facilitate the discussion with “how to” product discussions, best practices, and open forums. </li></ul><ul><li>Create an open two-way channel to discuss your brand as an online focus group. </li></ul>Powered by SmallWerks
  7. 7. TOOLS: Briefly Defined <ul><li>Twitter: Short 140-character messages known as “tweets”. </li></ul><ul><li>Purpose: To connect actively over pertinent topics/trends. </li></ul><ul><li>Develops a company personality online. </li></ul><ul><li>  </li></ul><ul><li>Facebook: Profile & fan page network of pictures, posts & videos. </li></ul><ul><li>Purpose: To create an online community around the sharing of company events, reviews, notables and highlights. </li></ul><ul><li>  </li></ul><ul><li>LinkedIn: Social network for businesses and professionals. </li></ul><ul><li>Purpose: To position and gain credibility as an expert. </li></ul><ul><li> Build your network for referral sales/connections. </li></ul>Powered by SmallWerks
  8. 8. TOOLS: Briefly Defined <ul><li>Twitter: 3 million “tweets” a day. 1,382% growth rate: Jan – Feb 2009 </li></ul><ul><li>  </li></ul><ul><li>Facebook: Over 1.5 million pieces of content are shared daily. </li></ul><ul><li>  </li></ul><ul><li>LinkedIn: 80% of companies are using LinkedIn as their primary employee search method. </li></ul>Powered by SmallWerks
  9. 9. HOW TO: Twitter <ul><li>TWITTER.COM </li></ul><ul><li>Free. 30 min initial setup. </li></ul><ul><li>“ Tweet” at least once a day. </li></ul><ul><li>TIP: Make it simple. </li></ul><ul><li>Link your posts from your blog & Facebook Fan Page to your Twitter. </li></ul><ul><li>1 post = 3 places. </li></ul><ul><li>TIP: Don’t post sales pitches. </li></ul><ul><li>Build relationships. Respond. </li></ul>Powered by SmallWerks TIP: Customize your background with your logo and contact info.
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  11. 11. Case Study: Twestival OC Powered by SmallWerks Promotion: Online only. Mostly Twitter and some Facebook.   Budget: $250 for venue/sponsor. Short-notice promotion only.   2009 Response: 300 people. $3,000 was raised for charity. 2010: March 25 th – watch online.
  12. 12. HOW TO: Facebook <ul><li>FACEBOOK.COM </li></ul><ul><li>Free. 60 min setup. </li></ul><ul><li>Post at least once a week. </li></ul><ul><li>TIP: Have the admin use a personal profile page first. </li></ul><ul><li>Only create a business fan page, not a profile. </li></ul><ul><li>TIP: Claim your vanity URL after 25 fans. </li></ul>Powered by SmallWerks Ex:
  13. 13. Facebook Event Example Powered by SmallWerks Promotion for today’s presentation on Facebook events. GOAL: Promote & inform. TIP: Invite. RSVP. Give info. Share photos & links. HOW: Click the “Events” tab on your Fan Page. COST: Free. Approx. 10 min.
  14. 14. HOW TO: Facebook <ul><li>TESTIMONIAL: </li></ul><ul><li>Thank you for thinking of us. Please include us in your presentation. </li></ul><ul><li>Since we have been actively using FaceBook, our fans have increased 30%, our fan interactions have skyrocketed. I use the tools that are built into FaceBook to guide the links I post. We have a high percentage of female fans, so I posted a link about a wedding in an Apple Store. Also a link about the world’s oldest married couple. </li></ul><ul><li>Hector Montoya, Director of Business Development </li></ul><ul><li>Latitude Network Consulting LLC </li></ul><ul><li> </li></ul>Powered by SmallWerks
  15. 15. Case Study: Latitude Network Consulting LLC Powered by SmallWerks IT Support & Consulting Co. GOAL: Reinvent their marketing image. ISSUE: Current marketing materials didn’t match the corporate personality. Too costly (time, efforts, etc.) to redo all their pieces and social media allowed them to gain referral and repeat business more efficiently.     New Accounts Since January: 6  
  16. 16. Case Study: UCBootcamp Powered by SmallWerks Certified Trainer, Shauna Zoul Promotion: Facebook Fan Page Just posted Fan Page 10 days ago.   Fans: 185 (approx. 19/day)   Bootcamp Attendance: Up 75%!   Potential New Clients: 3
  17. 17. Case Study: Old California Lantern Company Powered by SmallWerks Historical & Custom Lantern Company GOAL: To better reach their target market and promote new designs. ISSUE: Limitation on how to reach historic home owners. RESULTS: Now they’re posting events, galleries, showcasing new products and getting customer reviews all online.     New Fans Since February: 300  
  18. 18. HOW TO: LinkedIn <ul><li>LINKEDIN.COM </li></ul><ul><li>Free. 60+ min setup. </li></ul><ul><li>Respond & connect weekly. </li></ul><ul><li>TIP: </li></ul><ul><li>Complete your bio. </li></ul><ul><li>Create a company profile. </li></ul><ul><li>Get & give recommendations. </li></ul><ul><li>TIP: Start a group. </li></ul><ul><li> Answer expert questions. </li></ul>Powered by SmallWerks
  19. 19. LinkedIn Event Example Powered by SmallWerks ConnectOC’s LinkedIn Event Listing GOAL: Promote & invite. TIP: Use LinkedIn Events to invite your best clients to events they might be interested in. TIP: Post best events. Ex: This presentation. COST: Free. Approx. 30 min.
  20. 20. Case Study: ConnectOC Powered by SmallWerks Promotion: Online only. Facebook, Twitter and LinkedIn Duration: 3-4 weeks   Budget: None. No fliers or paid ads.   Result: 400 RSVPs. 500 arrived. $3,000 was raised for charity. Active online response for all co-founders & sponsors.
  21. 21. Case Study: Dane Sanders Powered by SmallWerks Dane Sanders Photographers,, FastTrack Photographer & Escalate Live Conference Famous Photographer/Author. Gained great recognition from in-person and online social relationship efforts. Promoting his book launch and conference sales all through social media. Twitter Followers: 6,200 Facebook Fans: 1,344
  22. 22. TIPS: Social Media Integrate your content on all your platforms but remember these rules: <ul><li>Do </li></ul><ul><li>Develop a social media content plan. Make it a priority. </li></ul><ul><li>Watch what your customers are saying online. Respond to all complaints and request feedback and interaction. </li></ul><ul><li>Do give proper credits online. It’s better to work with other companies than to only discuss your business. </li></ul><ul><li>Don’t </li></ul><ul><li>Push only your content online about special offers or sales. Pitch 25% of the time, connect/give back the rest. </li></ul><ul><li>Leave your clients out of the mix or ignore them. Example: Toyota’s PR nightmare. </li></ul><ul><li>Forget that it’s about fostering positive relationships and not just about sales. </li></ul><ul><li>Please check out expert blogs for more tips. </li></ul><ul><ul><li> : </li></ul></ul>Powered by SmallWerks
  23. 23. Links & References Watch these social media accounts and use their techniques for your business. Dane Sanders: ConnectOC: TwestivalOC: UCBootcamp: Powered by SmallWerks Old California Lantern Company: Search “Old California Lantern Company” Latitude Network Consulting LLC: Search “Latitude Network Consulting” Mashable Social Media Article: small-business-marketing /
  24. 24. Thank You. Please feel free to ask any questions. You’re welcome to contact me anytime. Courtney Thurman SmallWerks, Inc. <ul><ul><ul><ul><ul><li>Phone: (714) 712.0462 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Email: [email_address] </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Fan Page: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Twitter: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>LinkedIn: </li></ul></ul></ul></ul></ul>Powered by SmallWerks