Coffee Crew Retreat081509

Can a Hot New Coffee Biz Successfully Ride …the Social Media WAVE?
Angie A. Swartz @aaswartz, Square Martini Media, LLC
August 15 , 2009
Hashcode #CoffeeRox!

Unraveling the Mysteries of Social Media
Agenda
How can Social Media help you KILL it?
The Changing Marketing Landscape
What is Social Media
Importance of Strategy
What Are Listening Tools
Blogging
The Big Three
Video & YouTube
The Rest
How You Can Get Started
Review, Q&A

Traditional communications
Source: Paul Gillin

The new reality
Source: Paul Gillin

Traditional Media vs. Social Media

Not Just a Fad: Fundamental Change

HARO
CondeNaste & Vogue partnering with Facebook
Superbowl Ads
Volkswagon
President Obama
Matt Lauer & NBC

The critical beginning in every social media plan must be looking at your existing brand, business & marketing strategy
Social Media works as an integrated system functioning synergistically
Do You Have a Clear Strategy?

Listening: What’s everybody saying about you?
The important first tactical step. Are you listening to the marketplace and hearing what your customers are saying about you & your competition?
Google Alerts
RSS Feeds (igoogle & yahoo pages)
Search.Twitter.com, Twitter Search
Monitter.com, Social Mention.com, Peoplebrowsr
Technorati, Google Blog Search
Paid Listening Tools (eforce)

It's a Two Way Street Baby! And the Days of Push Marketing are Over.
You must be ready to respond.
The Two-Way Conversation

The path to personality of your brand
Your website is static
Your blog is alive & changing
Wordpress, Typepad, Movable type
Should you use Blogger.com?
Set expectations for readers with Editorial Calendars
Importance of Keywords
Integration with Twitter
Blog Commenting Strategies
Blogging & Blog Commenting

Great Blog Examples: Taking it to the public
Source: Paul Gillin

The Big Three
Twitter, Facebook and Linked In are the Big Three
Must You Be on Them? NO!
You First Must Know WHERE Your Customers ARE!
There are MORE of Your Clients out HERE than YOU think! ;-)
There are MANY others and Micro Social Networks Can Be Amazingly Successful

Fastest Growing Member Community

>7 Million Users (a.k.a. Tweeters)
Happy 3rd Birthday Twitter! (3/06)
66% of Users Over Age 35
Largest age group 35-49
140 Character Messages
Short, Simple, Direct, Efficient
“Followers” with Public Messages
Virtual Watercooler; Conversational Marketing
Transparency & Authenticity
Serve and Help First- 1/15 Rule of Marketing

> 200 million active users
>100 million users log on at least once each day
> 2/3 Users are outside of college
>Age 35 fastest growing demographic
#1 Photo sharing site!
More than 20 million users update their statuses at least once each day
Fan Pages http://www.facebook.com/vw
More than 4 million users become fans of Pages each day

is a Must for Business

45million users
Membership > tripled since ‘07
Average age 41
All top Fortune 500 business decision makers
Questions & Answers
Targeted Groups

Pictures-an incredible opportunity.
Flickr, TweetPhoto,Twitpic, YFrog
The True ability to speak a thousand words
Let your “Tribe” Upload & Spread Your Brand
NibiPedia, Wikipedia, Squidoo
Bookmarking, Digg, Delicious, StumbleUpon
Social Networks: Ning.com, www.Sixfiguremomsclub.com, www.twittermoms.com, www.gravitysummit.com
MySpace
And SO Many More…

The OH-So Powerful Video!

If a picture speaks a thousand words, how many does a video speak?
The flip camera has brought professional video to an amateur’s grasp.
There are over 13 video sharing services like YouTube & Vimeo.
Video is an easily available, fast, fun, viral message spreader
You can allow your “Tribe” to spread your message with their videos
Video strongly contributes to Google Rankings (SEO)

How much time will I spend?

@Starbucks
Starbuckscoffeeblog.com (not sponsored by SB but by a FAN)
Iran Election
China and Facebook/Twitter Shutdown
Should Twitter Win a Nobel Peace Prize?
KogiBBQ
Zappos (recently acquired by Amazon.com)
Vertical Printing and Graphics (@vpg_printing)
Dominoes Pizza & Pizza Hut (@dpzramon)
@Astro_Mike
Comcast Customer Service (@ComcastCares)
Kiva.org
The OBAMA Presidential Campaign
Social Media Success? Stories

Where do you start?
Solidify your goals and understand what you’re trying to accomplish.
Implement listening tools and see what’s being said about your industry & your competition on the web.
Make sure you understand your customer, what they want/need & where your customers are on Social Media.
Experiment with the Big Three.

Get a Twitter account and start learning, reading, comment if you’re interested. Follow interesting people.
Answer questions on linked in.
Grow facebook friends (remember know, like and trust)
Learn about facebook fan pages.
Start supporting other people’s businesses. Give without regard to what you’ll get back.
Join the conversation.

Leave comments on Other Blogs.
Make use of pictures and videos in line with your personal comfort level.
Ask questions!

Riding the Social Media Wave
~Review~
~Q&A~