Social Media Marketing
What do e s i t al l me an (t o yo u)?
November 4, 2010
Another Definition
Social media is essentially a set of technologies and practices that
enable the oldest and most powerfu...
SOCIAL MEDIA MARKETING (SMM) - a shift in marketing from a
broadcast mechanism to a conversational mechanism between you
a...
It’s about communication & COMMUNITY.
Are There Benefits to SMM?
Neilsen, “Trust in Advertising” Oct. 2007
• Compatible with traditional marketing
• Easy to work into existing interactive
• Quick turnaround
• Low costs
What Are T...
• More conversations about your brand
• Impact on search engine rankings
• The power of recommendation
• Sidestepping onli...
• Time intensive
• ROI is not immediate - but it’s measurable
• Yelling into the chasm
• Lots of unknowns
What Are The Cha...
• Relevance is everything
• Message consistency
• Communication amateurs
• Letting go of your brand
What Are The Challenge...
• 75% of adults 18 - 24
• 57% of adults 25 - 34
• 30% of adults 35 - 44
• 19% of adults 45 - 54
• 17% of adults 55 - 64
So...
UNDERSTAND THIS:
Your customers (as well as competitors) are
using social media sites.
It’s just a matter of how long they’ll
wait for you to join the conversation...
• The tools one person uses for
Social Media Marketing are vastly
different than the tools others may use.
Everyone Has A ...
What Tools Will You Need?
FOR BRANDING - positioning your company and message
online for others to access
YOUR Web site
Social Media Marketing Tools
FOR BRANDING - positioning your company and message
online for others to access
Blogware
• Message / Positioning
• Content...
FOR BRANDING - positioning your company and message
online for others to access
Video, Photo & Podcasts
• Message / Positi...
Social Media Marketing Tools
FOR CONNECTING - building community within and around
your brand with social media tools
Prof...
FOR CONNECTING - building community within and around
your brand with social media tools
Personal Networking
• Personal Re...
FOR CONNECTING - building community within and around
your brand with social media tools
Video / Tele-Conferencing
• Onlin...
FOR CONNECTING - building community within and around
your brand with social media tools
Social Event Manager
• Accessible...
For DOCUMENTATION / RESEARCH & REFERENCE
- sharing information specific to your community
Wikis
• Public Knowledge
• Updat...
For CONTACT, CONVERSATION & TRACKING
- staying on top of community developments, conversations,
and engagement
Instant Pre...
For CONTACT, CONVERSATION & TRACKING
- staying on top of community developments, conversations,
and engagement
Bookmarking...
For CONTACT, CONVERSATION & TRACKING
- staying on top of community developments, conversations,
and engagement
Aggregation...
How do these Social Media Marketing tools work together with
traditional marketing tools?
Meals from the Heartland
• Brand...
Meals from the Heartland - SMM Partnership
Case Study
Meals from the Heartland - GOALS
• What was MftH trying to achieve
• Brand positioning
• Fortify / develop new relationshi...
Meals from the Heartland - ANALYSIS
• Differentiation of social media marketing approach
• Competitive advantage - what wo...
Meals from the Heartland - STRATEGY
• Which tools will work / support the goals
• Will the tools connect with the target a...
Meals from the Heartland - MEASUREMENT
• Launch
• Pre-Event
• Campaign test
• Post-Event
Case Study
Meals from the Heartland - MEASUREMENT
Case Study
Meals from the Heartland - MEASUREMENT
Case Study
Meals from the Heartland - MEASUREMENT
Case Study
Meals from the Heartland - MEASUREMENT
Case Study
Meals from the Heartland - LESSONS
Find a social media marketing team
that understands strategy
and the integration of
Soc...
T.G.I. Friday’s - “Fan Woody” Campaign
• Facebook
• Twitter
• Campaign
• Community
• Follow-through?
Case Study
Panchero’s
• Twitter base
• Blog
• Facebook
• Customer service
• Events
• Viral
Case Study
YES! …essentially it’s YOUR set of tools enabling the oldest and most
powerful marketing there is -- COMMUNITY COMMUNICATI...
“Tell me and I'll forget; show me and I may
remember; involve me and I'll understand.”
– Chinese Proverb
2445 Fleur Drive,...
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WOW social media_marketing 101 (2008)

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Social media marketing 101 and a couple of case studies showing the reach and power of integrating social media with your traditional marketing efforts.

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WOW social media_marketing 101 (2008)

  1. 1. Social Media Marketing What do e s i t al l me an (t o yo u)? November 4, 2010
  2. 2. Another Definition Social media is essentially a set of technologies and practices that enable the oldest and most powerful marketing tool there is -- word of mouth. A Definition Of Social Media Social media describes the online tools that people and businesses use to share content, profiles, opinions, insights, experiences, perspectives, and media itself. Thus social media facilitates conversations and interaction online between groups of people.
  3. 3. SOCIAL MEDIA MARKETING (SMM) - a shift in marketing from a broadcast mechanism to a conversational mechanism between you and your audience. Building community around your brand - integrating the tools with your marketing strategy. Okay, So Apply It To Marketing
  4. 4. It’s about communication & COMMUNITY. Are There Benefits to SMM? Neilsen, “Trust in Advertising” Oct. 2007
  5. 5. • Compatible with traditional marketing • Easy to work into existing interactive • Quick turnaround • Low costs What Are The Benefits of SMM?
  6. 6. • More conversations about your brand • Impact on search engine rankings • The power of recommendation • Sidestepping online ad blindness What Are The Benefits of SMM?
  7. 7. • Time intensive • ROI is not immediate - but it’s measurable • Yelling into the chasm • Lots of unknowns What Are The Challenges?
  8. 8. • Relevance is everything • Message consistency • Communication amateurs • Letting go of your brand What Are The Challenges?
  9. 9. • 75% of adults 18 - 24 • 57% of adults 25 - 34 • 30% of adults 35 - 44 • 19% of adults 45 - 54 • 17% of adults 55 - 64 Source: Pew Internet & American Life Project Who Is Using Social Media?
  10. 10. UNDERSTAND THIS: Your customers (as well as competitors) are using social media sites.
  11. 11. It’s just a matter of how long they’ll wait for you to join the conversation...
  12. 12. • The tools one person uses for Social Media Marketing are vastly different than the tools others may use. Everyone Has A Unique Toolbox
  13. 13. What Tools Will You Need?
  14. 14. FOR BRANDING - positioning your company and message online for others to access YOUR Web site Social Media Marketing Tools
  15. 15. FOR BRANDING - positioning your company and message online for others to access Blogware • Message / Positioning • Content • Newsletter • Integrate • Extension • RSS Social Media Marketing Tools
  16. 16. FOR BRANDING - positioning your company and message online for others to access Video, Photo & Podcasts • Message / Positioning • Content • Syndication • Integrate • Space Saver • RSS Social Media Marketing Tools
  17. 17. Social Media Marketing Tools FOR CONNECTING - building community within and around your brand with social media tools Professional Networking • Professional Referrals • H.R. • Networking • Sharing
  18. 18. FOR CONNECTING - building community within and around your brand with social media tools Personal Networking • Personal Referrals • Social Networking • Sharing • Demographics Social Media Marketing Tools
  19. 19. FOR CONNECTING - building community within and around your brand with social media tools Video / Tele-Conferencing • Online VoIP • Economical • Expandable Social Media Marketing Tools
  20. 20. FOR CONNECTING - building community within and around your brand with social media tools Social Event Manager • Accessible • Invitation • Calendar • Pay Events Social Media Marketing Tools
  21. 21. For DOCUMENTATION / RESEARCH & REFERENCE - sharing information specific to your community Wikis • Public Knowledge • Updatable • Many / select Social Media Marketing Tools
  22. 22. For CONTACT, CONVERSATION & TRACKING - staying on top of community developments, conversations, and engagement Instant Presence App. • Conversation • Message • Real-time interaction (almost) • Research • RSS Social Media Marketing Tools
  23. 23. For CONTACT, CONVERSATION & TRACKING - staying on top of community developments, conversations, and engagement Bookmarking / Tracking • Research • Reaction / rank • Monitoring • Current • RSS Social Media Marketing Tools
  24. 24. For CONTACT, CONVERSATION & TRACKING - staying on top of community developments, conversations, and engagement Aggregation • Too much? • RSS Social Media Marketing Tools
  25. 25. How do these Social Media Marketing tools work together with traditional marketing tools? Meals from the Heartland • Branding / collateral • Web site • Public Relations • Media (TV, Radio) • Facebook • Twitter • Metrics Case Study
  26. 26. Meals from the Heartland - SMM Partnership Case Study
  27. 27. Meals from the Heartland - GOALS • What was MftH trying to achieve • Brand positioning • Fortify / develop new relationships • New / better communication channel(s) • New leads • Educate & motivate Case Study
  28. 28. Meals from the Heartland - ANALYSIS • Differentiation of social media marketing approach • Competitive advantage - what works • Can SMM compliment / supplement existing marketing efforts • Best practices - understanding of the tools • Keyword integration Case Study
  29. 29. Meals from the Heartland - STRATEGY • Which tools will work / support the goals • Will the tools connect with the target audience • How do we keep the messaging “human” • Who will be the “voice” of MftH • How will the content be of benefit Case Study
  30. 30. Meals from the Heartland - MEASUREMENT • Launch • Pre-Event • Campaign test • Post-Event Case Study
  31. 31. Meals from the Heartland - MEASUREMENT Case Study
  32. 32. Meals from the Heartland - MEASUREMENT Case Study
  33. 33. Meals from the Heartland - MEASUREMENT Case Study
  34. 34. Meals from the Heartland - MEASUREMENT Case Study
  35. 35. Meals from the Heartland - LESSONS Find a social media marketing team that understands strategy and the integration of Social Media Marketing with traditional marketing! “Watch Where You’re Swinging That Thing.” TheBrandChef.com Case Study
  36. 36. T.G.I. Friday’s - “Fan Woody” Campaign • Facebook • Twitter • Campaign • Community • Follow-through? Case Study
  37. 37. Panchero’s • Twitter base • Blog • Facebook • Customer service • Events • Viral Case Study
  38. 38. YES! …essentially it’s YOUR set of tools enabling the oldest and most powerful marketing there is -- COMMUNITY COMMUNICATION. Is Social Media Marketing For You?
  39. 39. “Tell me and I'll forget; show me and I may remember; involve me and I'll understand.” – Chinese Proverb 2445 Fleur Drive, #148, Des Moines, Iowa 50321 Phone: 515-257-MKTG (6584) • www.createWOWmarketing.com Twitter: @TheBrandChef • Andrew@createWOWmarketing.com www.TheBrandChef.com
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