Social Marketing: Fitting the Pieces Together

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Asher Agency's presentation the June 30, 2011
Whitley County Economic Development Corporation
(EDC) Summer Series: Strategic Leveraging for Your Business

Published in: Technology, Business
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Social Marketing: Fitting the Pieces Together

  1. 1. HELLO!
  2. 2. MARKETING STRATEGY SOCIAL MEDIA STRATEGY
  3. 3. FACEBOOK [IS] NOT VERY APPLICABLETO US. IT’S MORE OF A PERSONALSOCIAL NETWORK AND WHEN YOUGET INTO BUSINESS MESSAGES IT’SALMOST TOO INVASIVE. … THERE’S ALINE YOU HAVE TO DRAW[REGARDING] WHAT SOCIAL MEDIAACTUALLY MAKES SENSE AND HOWYOU USE IT IN A PROFESSIONALBUSINESS ENVIRONMENT.
  4. 4. WHICH SOCIAL MEDIA TOOL IS MOST USED BY THE INC. 500?
  5. 5. TOOLS USED BY INC. 500 - 201080%70%60%50%40%30%20%10%0% Facebook Twitter Blogging Online video Message/bulletin Podcasting MySpace Foursquare Do not use boards SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH
  6. 6. WHICH SOCIAL MEDIATOOL IS CONSIDERED MOST EFFECTIVE BY THE INC. 500?
  7. 7. SUCCESS RATES REPORTED BY INC. 500 - 2010100%90%80%70%60%50%40%30%20%10% 0% Online video Message/bulletin Blogging Facebook Twitter Podcasting boards SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH
  8. 8. TAKEAWAYS SOCIAL MEDIA IS USED BY 82% OF THE INC. 500 SUCCESS RATES ARE HIGH NO ONE TOOL WORKS FOR EVERYONE WHAT’S RIGHT FOR SOMEONE ELSE MAY NOT BE RIGHT FOR YOU
  9. 9. OTHER TOOLS WEWOULD DISCUSS IFWE HAD MORE TIME
  10. 10.  FACEBOOK (IN MORE DETAIL) LOCATION-BASED SOCIAL MEDIA PODCASTING PHOTO SHARING CONSUMER OPINION AND ABOUT 1,000 OTHERS
  11. 11. 100+ MILLION FOCUSED MEMBERS AUDIENCE 80% USE SOCIAL MEDIAONE NEW MEMBER FOR RECRUITING… EVERY SECOND AND 95% OF THOSE USE LINKEDIN
  12. 12. BLOGGING
  13. 13. FOCUSED YOUR OWN COMMUNITY ―PRINTING PRESS‖ READ BY >50% SUBSTANTIVEOF INTERNET USERS CONTENT
  14. 14. EXCELLENT CONTENT HIGHLYCUSTOMER SERVICE PERISHABLE/SHORT TOOL SHELF LIFETECH-SAVVY/LOYAL/ 140-CHAR LIMIT POSES ACTIVE USER BASE COMM CHALLENGES
  15. 15. EXCELLENT STEEP LEARNING CURVE/ BRANDING TOOL TECH THRESHOLD CONTENT MAYSIGNIFICANT POSITIVE NOT ALWAYSIMPACT ON SEO/SEM BE FAVORABLE
  16. 16. BLENDTEC PROBLEM: GREAT PRODUCTS + WEAK BRANDING = WEAK SALES R&D TEAM HAD A PRACTICE OF BLENDING UP WOODEN BOARDS TO TEST PRODUCT TOUGHNESS WILL IT BLEND LAUNCHED 2006 INITIAL COST: ~$100 IN SUPPLIESTHE RESULTS: 700% INCREASE IN SALES 200,000+ YOUTUBE SUBSCRIBERS MEDIA: TODAY SHOW, TONIGHT SHOW, HISTORY CHANNEL, WALL STREET JOURNAL
  17. 17. BLENDTEC – KEYS TO SUCCESS GREAT PRODUCT AUTHENTICITY: HOST IS APPROACHABLE, NOT OVERLY POLISHED MEMORABLE AND FUN GOT THE CUSTOMER INVOLVED (SUGGESTED ―BLENDS‖) INTEXTUALITY: BLENDS INCLUDE BRANDS PEOPLE LOVE (IPHONE, NIKE, RUBIK’S CUBE)
  18. 18. MESSAGE/DISCUSSION BOARDS
  19. 19. EXCELLENT FOR FACILITATE SELF-SERVICECUSTOMER SERVICE MODERATED, EASIER TO USE, NOT AS PUBLIC MAINTAIN
  20. 20. MESSAGE/DISCUSSION BOARDS
  21. 21. NICHENETWORKS
  22. 22. COMMUNITIES FOCUSED YOUR BRANDAROUND A VERY SPECIFIC DOMINATES INTEREST/INDUSTRYGREAT LISTENING TOOL THE ―NEXT BIG THING‖?
  23. 23. STRATEGY DEVELOPMENT TRAINING IMPLEMENTATION
  24. 24. SOCIAL MEDIA TOOLS AND STRATEGIESSOCIAL MEDIA IS JUST ONE PIECE OF THEMARKETING PUZZLETHERE’S A STRONG BUSINESS CASE FOR SOCIALMEDIA—BUT WHAT WORKS FOR SOMEONE ELSEMAY NOT WORK FOR YOUKNOW YOUR GOALS, AUDIENCE AND WHAT YOUHAVE IN THE WAY OF RESOURCES BEFORE DECIDINGWHICH TOOLS TO USE
  25. 25. THANKS! ASHERAGENCY.COM FACEBOOK.COM/ASHERAGENCY TWITTER.COM/ASHERAGENCY
  26. 26. 4. CONVINCEANDCONVERT.COM7. FLICKR/P8140008/MTNEER_MAN8. FLICKR/MATTHEW MCVICKAR/ARROW AND TARGET9. FLICKR/ALAN WOLF/AUDIENCE VISION 202010. FLICKR/COUNTING CHANGE FOR BREAKFAST/JUSTIN RASMUSSEN12. CHRISANDJASONSHOW.COM/CHRIS_DUEL_S_BLOG.HTML28. BUSINESSESGROW.COM

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