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Social Marketing: Fitting the Pieces Together
 

Social Marketing: Fitting the Pieces Together

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Asher Agency's presentation the June 30, 2011

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

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    Social Marketing: Fitting the Pieces Together Social Marketing: Fitting the Pieces Together Presentation Transcript

    • HELLO!
    • MARKETING STRATEGY SOCIAL MEDIA STRATEGY
    • 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.
    • WHICH SOCIAL MEDIA TOOL IS MOST USED BY THE INC. 500?
    • 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
    • WHICH SOCIAL MEDIATOOL IS CONSIDERED MOST EFFECTIVE BY THE INC. 500?
    • 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
    • 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
    • OTHER TOOLS WEWOULD DISCUSS IFWE HAD MORE TIME
    •  FACEBOOK (IN MORE DETAIL) LOCATION-BASED SOCIAL MEDIA PODCASTING PHOTO SHARING CONSUMER OPINION AND ABOUT 1,000 OTHERS
    • 100+ MILLION FOCUSED MEMBERS AUDIENCE 80% USE SOCIAL MEDIAONE NEW MEMBER FOR RECRUITING… EVERY SECOND AND 95% OF THOSE USE LINKEDIN
    • BLOGGING
    • FOCUSED YOUR OWN COMMUNITY ―PRINTING PRESS‖ READ BY >50% SUBSTANTIVEOF INTERNET USERS CONTENT
    • EXCELLENT CONTENT HIGHLYCUSTOMER SERVICE PERISHABLE/SHORT TOOL SHELF LIFETECH-SAVVY/LOYAL/ 140-CHAR LIMIT POSES ACTIVE USER BASE COMM CHALLENGES
    • EXCELLENT STEEP LEARNING CURVE/ BRANDING TOOL TECH THRESHOLD CONTENT MAYSIGNIFICANT POSITIVE NOT ALWAYSIMPACT ON SEO/SEM BE FAVORABLE
    • 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
    • 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)
    • MESSAGE/DISCUSSION BOARDS
    • EXCELLENT FOR FACILITATE SELF-SERVICECUSTOMER SERVICE MODERATED, EASIER TO USE, NOT AS PUBLIC MAINTAIN
    • MESSAGE/DISCUSSION BOARDS
    • NICHENETWORKS
    • COMMUNITIES FOCUSED YOUR BRANDAROUND A VERY SPECIFIC DOMINATES INTEREST/INDUSTRYGREAT LISTENING TOOL THE ―NEXT BIG THING‖?
    • STRATEGY DEVELOPMENT TRAINING IMPLEMENTATION
    • 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
    • THANKS! ASHERAGENCY.COM FACEBOOK.COM/ASHERAGENCY TWITTER.COM/ASHERAGENCY
    • 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